Why is Social Media Important? CPG & Food Industries Keynote

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Keynote Presentation at NFRA CPG Food CEO Conference, Naples, Florida
National Frozen and Refrigerated Food Association Conference

Prepared by @LeeBogner, Founder + CMIO @LeeBogner.com Group | former CIO | Chief Information Officer and Head of Social Media Business Unit at NY digital agency,
Former eCommerce Chief / GM at buybuyBaby.com [#2 baby retailer, eCommerce and stores, omni-channel retailer] - End-to-end eCommerce strategy and operations management
Former CIO/CMO at Real Savvy Media [now DisneyFamily.com/Parenting] - end-to-end Digital Content and Media firm
Contact Lee at 347-871-4533 | LeeBogner@LeeBogner.com | www.LeeBogner.com

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Why is Social Media Important? CPG & Food Industries Keynote

  1. 1. MAD MEN
  2. 2. DALE CARNEGIE MAD MEN
  3. 3. 62% ONE DIGITALDEAL ACTIVITY 2010 GMA Report
  4. 4. Shoppermarketers areexperimentingwith a broad setof deal-relatedvehicles 2010 GMA Report
  5. 5. providing greater targeting than traditional coupons and circulars and offer new collaboration opportunities.2010 GMA Report
  6. 6. Shopping SOCIAL
  7. 7. Shopping SOCIAL
  8. 8. Shopping SOCIAL
  9. 9. Food has ALWAYS been Social
  10. 10. Food and recipes/cooking are #3 and#5 blog-related topics among women
  11. 11. NOT a Conversation
  12. 12. 14-25* minutes on Facebook
  13. 13. 44* minutes a day
  14. 14. DOING BEING
  15. 15. Build Brands through PARTICIPATION “Something you Buy” “Something you Trust” “Something you Want”“Something you Prefer” “Something you Love” “Something you Participate In”
  16. 16. SOCIAL MEDIA ENGAGEMENT
  17. 17. #1
  18. 18. #2
  19. 19. #3
  20. 20. #4
  21. 21. #5
  22. 22. #6
  23. 23. OBJECTIVES, then TacticsIMPACT 1 2 3 4 5 6 7 8 MONTHS
  24. 24. National Frozen & Refrigerated Foods Association1,758 Facebook Fans405 members inLinkedIn GroupCorporate and ConsumerWebsites and EmailNewslettersFacebook Features:Sweeps, Recipes,Cooking VideosCASE STUDY
  25. 25. American Egg Board84,724 Facebook Fans2,548 Twitter Followers2,528 YouTube ViewsFacebook Features:Games, Causes, Recipes,Videos, Events, PollsCASE STUDY
  26. 26. Cattlemen’s Beef Board2,308 Facebook Fans628 Twitter Followers3,433 YouTube ViewsUtilizes Facebook,Twitter, YouTube, RSSand LinkedInSeparates consumersites from producer sitesCASE STUDY
  27. 27. Grocery Manufacturers Assoc.248 Facebook Fans394 Twitter FollowersDoes not utilize YouTubeNo consumer-facingwebsiteFacebook Features:FDA, Food Pricing,Recycling, Safety, Health/NutritionCASE STUDY
  28. 28. National Pork Board215 Facebook Fans2,992 Twitter Followers13,082 YouTube ViewsCorporate Sites:Job postings andindustry newsConsumer Sites:Recipes, announcements,demonstrationsCASE STUDY
  29. 29. Eggo Waffles14,287 Facebook FansCause-Related CampaignsCompany Page on LinkedIn“Share 1,000,000Breakfasts”Little Social Media OutsideOf FB & Corporate SiteCASE STUDY
  30. 30. TombStone Pizza (Nestle)187,054 Facebook Fans3,011 YouTube ViewsSpecial Features:Special offers, polls,product talk“What do you want onyour TombStone?”RSS FeedsSome Technical IssuesCASE STUDY
  31. 31. Land O’ Lakes2,978 Facebook Fans625 Twitter Followers1,109 YouTube ViewsConsumer WebsiteServes As Access PointRecipes Are Focal Point –Tweets, Demos, Blog PostsCASE STUDY

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