Social Media for the Confectionery Industry

1,995 views

Published on

How candy companies can use social media to build business, from New Product Development to retail merchandising. Presented at the 65th annual PCMA Industry Conference, April 2011.

  • Be the first to comment

  • Be the first to like this

Social Media for the Confectionery Industry

  1. 1. Using Social Media To SweetenConfectionery Industry GrowthPete Healy, VP Account PlanningGyroHSR CincinnatiPMCA 65th Annual Conference | Apr 2011
  2. 2. The Tour1. The Value Of Social Media for Confectionery Manufacturers2. The Current Social Media Landscape3. Opportunities for Confectionery Product Development4. Implications for Consumer-Driven Brand Engagement5. Leveraging Social Media From Concept To Cash Register6. Integration Into Business Strategies7. ROI Considerations8. Summary 2
  3. 3. Social Media: Why It Matters 3
  4. 4. Social Media: Why It Matters 4
  5. 5. Social Media: Why It Matters 5
  6. 6. The Social Media Landscape 6
  7. 7. The Social Media Landscape 7
  8. 8. The Social Media Landscape 8
  9. 9. The Social Media Landscapehttp://www.briansolis.com/2009/03/conversation-prism-v20/ 9
  10. 10. The Social Media Landscape Four key sites: Facebook, Twitter, YouTube, LinkedIn 295 million users (US only) 10
  11. 11. Social Media Landscape: Facebook • 525MM+ users worldwide • 135MM+ US • 18-24yrs = 25%; 25-34yrs = 25%; 35- 44yrs = 20% • Avg user on 25min per day 11
  12. 12. Social Media Landscape: Twitter • 190MM worldwide • 90MM in US (up from 12MM in 2009) • 45% of users >35yrs (avg 39yrs) • HH income: 30% >$100k, 58% >$60k 12
  13. 13. Social Media Landscape: Youtube • 2 billion views per day • 30% (600 MM) in US • Facebook users watch 46.2yrs of YouTube video per day • Auto-share tweet  7 new YouTube user sessions 13
  14. 14. Social Media Landscape: Linkedin • 95MM+ users worldwide • 45MM+ users in US • Avg user age: 41 • Avg HH income: $110k/yr • 64% male 14
  15. 15. Social Media Landscape: MySpace • 45MM+ users in US (down from 65MM in 2009) • 56% F; 44% 18-34yrs • 46% < $60k/yr HH income 15
  16. 16. Social Media Landscape: Ningwww.Ning.com 16
  17. 17. Social Media Landscape: Flickr >4.5 billion images 17
  18. 18. Social Media Landscape: Blogs • Estimated 80,000 blogs created every day • >110MM blogs now online 18
  19. 19. Social Media Landscape: Forums Online forums self-select inquisitive, engaged people. 19
  20. 20. www.fiskateers.com 20
  21. 21. Social Media Landscape Conversationalists: • 56% Female (more than any other group) • 70% F are >30yrs (but still among youngest groups) Josh Bernoff & Charlene Li, Forrester, Jan 2010 http://forrester.typepad.com/groundsw ell/2010/01/conversationalists-get- onto-the-ladder.html 21
  22. 22. But why?Remember bowling leagues?… 22 22
  23. 23. Social Media Principle #1We want to belong. 23
  24. 24. Social Media Principle #2 We increasingly connect to brands through and with other people. 24
  25. 25. Social Media Principle #3 We look to the best brands much like friends. 25
  26. 26. Social Media Principle #4 Each of us is a brand champion— sometimes in unexpected ways. 26
  27. 27. Social Media Amplification 27
  28. 28. Social Media Amplification 28
  29. 29. Opportunities 29
  30. 30. Opportunities 30
  31. 31. Challenges 31
  32. 32. Challenges 32
  33. 33. Back To Opportunities 33
  34. 34. Intel http://www.ehomeupgrade.com/2010/09/08/intel-seeks- your-ideas-for-the-ultimate-home-communication-device/ 34
  35. 35. Starbucks Ideastorm 35
  36. 36. Starbucks Ideastorm 36
  37. 37. SM + Consumer Brand Engagement 37
  38. 38. SM + Consumer Brand Engagement 38
  39. 39. SM + Consumer Brand Engagement 39
  40. 40. SM + Consumer Brand Engagement 40
  41. 41. SM + Consumer Brand Engagement 41
  42. 42. SM + Consumer Brand Engagement 42
  43. 43. SM + Consumer Brand Engagement 43
  44. 44. SM + Consumer Brand Engagement 44
  45. 45. SM + Consumer Brand Engagement 45
  46. 46. Ruiz Foods 46
  47. 47. Ruiz Foods 47
  48. 48. Ruiz Foods 48
  49. 49. Ruiz Foods 49
  50. 50. From Concept To Cash Register 50
  51. 51. Corazonas Snacks 51
  52. 52. Corazonas Snacks 52
  53. 53. Corazonas Snacks 53
  54. 54. Corazonas Snacks 54
  55. 55. SM Leverage: Product Innovation • GoogleAlerts to scan trends in analogous categories • LinkedInGroups to track technical discussions (globally) • Facebook to solicit consumer ideas or feedback (similar to Starbucks) 55
  56. 56. SM Leverage: Marketing • Facebook to engage consumers • Twitter to promote & report real-time • Flickr to share & invite CGC • YouTube to share & invite CGC • Google Analytics to track • Mobile apps to personalize & deliver 56
  57. 57. SM Leverage: Sales & Trade Support • LinkedInto deliver added-value info to channel partners or customers • Twitter for real-time updates on store demos or other promo events 57
  58. 58. SM Leverage: Customer Service • Addictomatic to scan consumer sentiment or response to events • Twitteror Facebook to engage, resolve, project 58
  59. 59. Social Media + Business Integration 59
  60. 60. Social Media + Business Integration • Engage consumers openly and authentically • Recognize and reward fans • Optimize opportunities to support and/or promote retail trade customers • Inform those interested about the company’s community-focused programs or events • Represent the best of the industry 60
  61. 61. Social Media + Business Integration 61
  62. 62. Social Media + Business Integration 62
  63. 63. ROI Considerations 63
  64. 64. Table Stakes 64
  65. 65. No Sleight Of Hand, Please 65
  66. 66. A New Look to the Funnel 66
  67. 67. Add Mobility to the Mix 67
  68. 68. The Result: Social Media Marketing 68
  69. 69. Social Media Marketing 69
  70. 70. Social Media Marketing 70
  71. 71. Thank you! 71
  72. 72. Using Social Media To SweetenConfectionery Industry GrowthPete Healy, VP Account PlanningGyroHSR CincinnatiPMCA 65th Annual Conference | Apr 2011 72
  73. 73. Supplemental Information 73
  74. 74. Twitter Users Are Strong Networkershttp://socialmediatoday.com/dirktherabbit/166377/why-should-brands-bother-twitter-table-says-why 74
  75. 75. Social Media Statistics: 2010Nielsen, Jan 2010http://blog.nielsen.com/nielsenwire/global/led-by-facebook-twitter-global-time-spent-on-social-media-sites-up-82-year-over-year/ 75
  76. 76. Social Media Statistics: 2010India Business Blog, 2/01/10http://trak.in/tags/business/2010/02/01/social-media-statistics-facebook-twitter-flickr-linkedin/ 76
  77. 77. Social Media Statistics: 2010Resource Shelf (UK), Feb 2010http://www.resourceshelf.com/2010/02/11/a-collection-of-new-statistics-about-social-networking-mobile-and-internet-traffic/ 77
  78. 78. Social Media Statistics: 2010Resource Shelf (UK), Feb 2010http://www.resourceshelf.com/2010/02/11/a-collection-of-new-statistics-about-social-networking-mobile-and-internet-traffic/ 78

×