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24/Seven Why Candy Culture Fell in Love with Social Media


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Passing sweetness along the digital front falls right in line with candy’s number one purpose—to delight.

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24/Seven Why Candy Culture Fell in Love with Social Media

  1. 1. 24/SEVENWhy Candy CultureFell in Love withSocial Media! 1
  2. 2. Executive SummaryDesire creates demand…in social media or in candy(and in the next3 points too!)Once you indulge andincorporate it in your “lifeview,” it’s tough going backFamilia-raritybreeds excitementFor many humans, nothingbeats a shared experience 2
  3. 3. #1 Passion People, especially youngpeople are insanely passionate about their social media life and all the emotional value it provides… this ideally intersects with their candy desire! The same can also be said about their moms!Understanding passion points - and where they point - is a competitive advantage! 3
  4. 4. #1 PassionPeople are flocking to “Like” the candy they love on Facebook, follow them on Twitter and find other ways to immerse themselves in the brand.They share this passion with the community and share their love for the candy. 4
  5. 5. #2 Seasonality/ Theme-inality Candy seasonal uptick in top of mind awareness/ consumption be it for Halloween, the Holidays,Valentine’s Day, etc and social media’s calendar andthematic connection is huge! Social media is a “greeting ground” for holidays and a conduit for retail merchandising, as well as enjoyment and indulgence! 5
  6. 6. #2 Seasonality/ Theme-inality Candy and Social Media are uniquely aligned as twosentiment-based realities. Themeaning of candy changes by season and/or theme and social’s sentiment is as personal as it is dynamic. Helping frame the brand message with lots of “smart elastic sentiment” value is a winning proposition! 6
  7. 7. #3 Social Sweetia is a Feel Good Story Candy is so much aboutgetting what you want, what you’re craving. If a little isgood, more is better… even mom will admit this! Few things bring out the laughter and smiles likecandy. Even fewer things can take you back to places and people as deliciously fast as candy can. 7
  8. 8. #3 Social Sweetia is a Feel Good Story Link the emotional desire for sweetness, indulgence and everyday escapism and theemotional bonding reality of the social web and it’s a pretty compelling connection! Plus, be it Tweeting which is akin to snacking - in between longer blogging meals - candy delivers physical andemotional “sugar rush rewards” that Facebook, Twitter, even YouTube inherently deliver! 8
  9. 9. #4 Mom 2.0 Goes Bloggers!Moms are so connected in boththe online and offline world. Five years ago, you could think of mom in her historical role as “gate keeper”… now you mustthink about who she is listening, blogging or connecting with. She is no longer just a consumer/customer, but in select categories, a true brand builder or wrecker. 9
  10. 10. #4 Mom 2.0 Goes Bloggers! Mom can be the Chief Influence Officer of not just her home, but limitless homes through both in-person and online interactions! And, when it comes to managing health, portions especially in “health influencing” categories like candy, she could not be more important. The title of “Gate Keeper” not only seems dated, but hardly seems adequate given the number of “gates” she is informing, if not guarding...Here’s a great list/resource by GuyKawasaki: 10
  11. 11. #5 Social Shopping is how the Net-works for Brands! social media + ecommerce =more customers + more sales According to Nielsen, 90% ofpeople trust recommendations from people they know, andFacebook’s “like” button is the perfect way to recommend a product to a friend. 11
  12. 12. #5 Social Shopping is how the Net-works for Brands! Since the start of 2010, over86% of online US retailers have Facebook Fan Pages. To date, more than 500,000 users have shopped for products in Facebook stores. By adding a “Shop” tab to your page and doing some backend work, you’veenabled fans to buy your stuff directly within Facebook. 12
  13. 13. Social Shopping on Your Facebook Page A customer visits your Goes to the Shop tab Browses your products inside Facebook page your Facebook page 13
  14. 14. Social Shopping on Your Facebook Page Recommends product(s) Makes purchase right Purchase is posted on to other Facebook friends within Facebook the customer’s profile for all her Facebook friends to see 14
  15. 15. #6 “It’s Trial Play”Social media tools including apps provide fun, immersive brand experiences without the consumer ever having to commit to purchase. This has lowered barriers to trial;while, raising awareness/interest in new products. Mobile to Facebook apps are providing a range of innovative food experiences from saving and gaming to novel ideas to food prep and recipes. 15
  16. 16. #6 “It’s Trial Play” Apps aside, nothing lowers thebarriers to brand trial than reccos from friends or friends of friends.This along with coupons delivershuge brand growth opportunities. Simply, social media is the most cost efficient new product launch pad ever! Candy with all it’s SKU proliferation and seasonal in and outs, couldn’t be better positioned to benefit from the social web’s ability to generate massive and timely interest. 16
  17. 17. #7 The 2-0-11 on Candy Culture in a Social Media World!Skittles has over 15 million Facebook fans today, making itone of the top brands on Facebook - which has over 530million global members. Their Facebook growth potentialis simply massive- given they have less than 3% share ofthe market.But today, let alone into next year, Skittles has a socialuniverse so developed they can leverage this asset inmany different ways: R&D new product or messaging platforms Drive retail product acceptance or display compliance Partnership leverage… Over 15 million “fans” is a big stick Seasonal and Channel Strategic Takeovers… “Augmented Disruptions” 17
  18. 18. #7 The 2-0-11 on Candy Culture in a Social Media World!Facebook = Privacy concerns continue almost daily, butso does incredible growth. Mr. Zuckerberg has alreadysaid he is looking past 1 billion registered users. And, hejust turned down 13 billion dollars from Google!Twitter = Over 95 million tweets a day and over 180 millionmembers!Foursquare = 4, 5, even 6 million users is sooo 2010 - Try6.5 million users and current growth rates expected tocontinue!YouTube = In May 2010, YouTube served more than twobillion videos a day, which it described as "nearly doublethe prime-time audience of all three major US televisionnetworks combined”!Blogging = Continues to grow as both a websitereplacement and interactive brand sharing platform! 18
  19. 19. Steak doesn’t have it Chicken would be silly too Pork would sound like a B MovieOnly Candy has it… Candyland! Candyland! 19
  20. 20. We Support We Present BuildOn The New York Social Media Roundtable The Bronx Charter School for Children We Blog We Jam We Stroll We Tweet We Party @flightpathny We Shoulder Flightpath has a rich history of helping organizations create, connect or useemotional currency via digital channels to maximize potential and opportunities 212-674-5600 20