F&b v2
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This document summarizes a webinar on social media, food, and passionate consumers. The webinar covered defining the market for food trends by looking at interests, demographics, geography, and timing of discussions. It also discussed mitigating risks from negative social media by monitoring conversations and being prepared to respond. Finally, it explored opportunities such as analyzing unlabeled conversations about food brands and trends to identify new topics and audiences to engage.
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F&b v2
- 1. 1 #brandwatchtips © 2015 Brandwatch.com Webinar/ Risk, Awareness & Opportunity: Social Media, Food and the Passionate Consumer Global Director, Food & Nutrition Practice Ketchum Linda Eatherton Director, Food & Beverage, Brandwatch hannahg@brandwatch.com | @hannahgodfrey1 Hannah Godfrey
- 2. 2 #brandwatchtips © 2015 Brandwatch.com 2 Don’t be shy/ We’d love your participation • Ask questions in the session chat • Tweet about out discussion @brandwatch #brandwatchtips A download and recording of the webinar will be made available after the event
- 3. 3 #brandwatchtips © 2015 Brandwatch.com Coming Up • Defining the Market • Mitigating Risk • Uncovering Opportunities
- 4. 4 #brandwatchtips © 2015 Brandwatch.com © 2015 Brandwatch.com DEFINING THE MARKET
- 6. 6 #brandwatchtips © 2015 Brandwatch.com The Person Behind the Purchase
- 7. 7 #brandwatchtips © 2015 Brandwatch.com Health trend – Interests
- 8. 8 #brandwatchtips © 2015 Brandwatch.com Health trend – Demographics
- 9. 9 #brandwatchtips © 2015 Brandwatch.com Health trend – Geographically
- 11. 11 #brandwatchtips © 2015 Brandwatch.com Starbucks – seasonality
- 12. 12 #brandwatchtips © 2015 Brandwatch.com Health trend – timing
- 13. 13 #brandwatchtips © 2015 Brandwatch.com © 2015 Brandwatch.com MITIGATING RISK
- 15. 15 #brandwatchtips © 2015 Brandwatch.com Risk Photo posted to Taco Bell’s Facebook Page
- 16. 16 #brandwatchtips © 2015 Brandwatch.com Risk Samantha Turner @samanthaMturner @thefoodbabe Love that you’re standing up to big corporations that are deceiving consumers and doing it with a smile on your face! #ThankYou Cleansing Matters @cleansingm @thefoodbabe Great work on this one with Starbucks! We need to keep holding these corporations feet to the fire!#foodbabearmy
- 19. 19 #brandwatchtips © 2015 Brandwatch.com The known vs. the unknown
- 20. 20 #brandwatchtips © 2015 Brandwatch.com Case study - Chobani
- 21. 21 #brandwatchtips © 2015 Brandwatch.com © 2015 Brandwatch.com UNCOVERING OPPORTUNITIES
- 22. 22 #brandwatchtips © 2015 Brandwatch.com © 2015 Brandwatch.com UNBRANDED ANALYSIS
- 23. 23 #brandwatchtips © 2015 Brandwatch.com Greek yogurt wars
- 24. 24 #brandwatchtips © 2015 Brandwatch.com Which brands appear?
- 25. 25 #brandwatchtips © 2015 Brandwatch.com Branded vs. Unbranded conversation
- 27. 27 #brandwatchtips © 2015 Brandwatch.com A rising trend, that is now in decline
- 29. 29 #brandwatchtips © 2015 Brandwatch.com Bora Zivkovic @BoraZ Yoghurt waste! RT @TheWeek: How greek yogurt – yes, greek yogurt is hurting the environment bit.ly/13MibLD Amy Maxmen @amymaxmen How the greek yogurt craze is hurting the environment @ModFarm modernfarmer.com /2014/05/whey
- 30. 30 #brandwatchtips © 2015 Brandwatch.com Where is our target audience?
- 31. 31 #brandwatchtips © 2015 Brandwatch.com Are they part of communities?
- 32. 32 #brandwatchtips © 2015 Brandwatch.com When are they online?
- 33. 33 #brandwatchtips © 2015 Brandwatch.com © 2015 Brandwatch.com TAKEAWAYS
- 34. 34 #brandwatchtips © 2015 Brandwatch.com Takeaways 1. Hear the drumbeat before the headline 2. Focus in on the few who drive perception 3. Know when to sell vs. when to tell
- 35. 35 #brandwatchtips © 2015 Brandwatch.com © 2015 Brandwatch.com Q & A
- 36. 36 #brandwatchtips © 2015 Brandwatch.com Find more content here: brandwatch.com/blog contact@brandwatch.com facebook.com/brandwatch @brandwatch plus.google.com/+brandwatch1
Editor's Notes
- I’m Hannah and I lead food and beverage here at Brandwatch. We are a social media analytics company. We work with 1000+ brands, in the food and beverage space for example, jack in the box, papa johns, whole foods, pepsico, large global CPG’s
- Today I am going to expand on what Linda has said and talk about How trends and consumer preferences differ across markets and how brands can identify the market landscape, as well as the person behind the purchase Meaning risk is mitigated – here I will talk about how social listening is a tool that means when crisis does strike you can be prepared and Opportunities can be uncovered to stay alert to rising trends – greek yogurt example
- Brands in the food, bev and hospitality industry was always my favorite because these brands are passion brands. Food and drink is emotive. People really care about what they eat, how it is produced and the ingredients they contain. This results in a ton of conversations happening every day online about different foods, drinks, brands and issues - this passion can be a huge advantage if leveraged correctly but can also pose serious threats for some brands. PASSION BRANDS TIE BACK TO KETCHUM Forrester stated in a recent survey that over 90% of food industry execs agree that social media has completely changed the way that consumers interact with their brand. The KPMG 2013 f&b outlook survey reported that social media and consumer engagement through mobile and online channels are having the most significant impact on their business out of 6 categories.
- As Ketchum has demonstrated in food 2020 before trends are rearranging the grocery store shelves they are first created and driven by the consumer. Consumers, empowered by the ability to rapidly communicate ideas through social media are now capable of creating influential trends at a dizzying rate. As a result brands have recognized they need to react quickly to these constantly changing preferences – a great way to do this is by using social analytics to understand consumers motives and create stronger relationships through informed marketing and engagement.
- A deeper analysis of conversations indicating the intent to eat healthily sheds light on the nature of the movement and the emotions driving health trend consumers. This is an example of how we can use social listening to compliment ketchums food 2020 research in a practical sense understand consumers motives. We can see that 12% of the discussion focused on body image = the underlying motive for eating healthily is an ideal body. For a smaller group the association is with exercise. Interestingly enough though temptation foods (over half of which mentioned pizza) were a leading topic which emphasizes consumers’ desire to eat healthily and their internal struggle to actually do so. By understanding these underlying motives brands can better position their marketing efforts to align with consumers
- Dive into this demographically Demographics around people talking about intending to eat healthily – mostly women Cut up against trends for example kale and bacon more women talk about kale than men but conversation about bacon is pretty evenly split
- Regional content? Kale is a much stronger contender in the northeast and west than in the south and midwest States favoring kale may also welcome other health foods Why is this important for companies? Helps you to geographically target
- Lay this data across other data sets – we have clients that look at things like the weather on top of social data – here we have gone political and overlaid election voting data over social data 17 of top 23 kale states went for obama in 2012 Romny won in 11 of 13 kale states
- We all know that seasonality is super important for brands in food and beverage, this is why Starbucks does their annual Frappuccino Happy Hour, offering half priced frappuccinos at the start of summer in may. This successfully taps into consumers motives and positions frappuccinos as a summer beverage and capture a significant portion of this seasonal market.
- We can get very granular with the data too and look at timing – the graph you are looking at here compares volume of Tweets by hour over one day to the timing of tweets from health grocers. This snapshot shows us that tweets discussing an intention to eat healthily are most common around 3pm and 9pm ET but also that tweets from leading health grocers are most common during regular work hours and peak from 11am -12 noon – they are missing out on the opportune time to engage with their target audience. We all know that seasonality is super important for brands in food and beverage, this is why Starbucks does their annual Frappuccino Happy Hour, offering half priced frappuccinos at the start of summer in may. This successfully taps into consumers motives and positions frappuccinos as a summer beverage and capture a significant portion of this seasonal market. During this past section I’ve been able to demonstrate how we can use social listening to profile consumers driving the health trend, their who they are, where they are geographically, their interest areas specific to this trend, their struggles and when they are most active online. Knowing this helps massively in our social strategies – but all of this conversation creates opportunities for brands but also creates risk. Now I am going to go into how social listening can be leveraged in a practical sense to mitigate risk and get to the opportunity.
- Especially in light of the rising health trend, many food and beverage companies have faced an onslaught of criticism for their products ingredients, production methods and nutritional values. With social media this is amplified – as Linda mentioned Food Evangelisits have the power to influence policy
- But it is not just the food e-vangelisits that cause risk – there are other groups too as Taco bell experienced lately when this photo was posted to their facebook page. Barilla CEO Guido Barilla made a statement about how his pasta is just for straight families and they would never use a gay family in their ads Burger Kings twitter got taken over last year and re branded as Macdonalds by one very imaginative hacker
- I’m sure many of you know who this is. In this sector especially there are a few loud voices with very large followings. Food Babe – Vani Hari – extremely influential food blogger and has made it her mission to rid products of harmful ingredients, her strategy? Going direct to the brands themselves using social media. Principally in the US - She has over 70k followers – find people like her passionate consumers who want to change or impact the way food is grown, raised, packaged and sold. Food evangelisist that ketchum mentioned but Linda would agree she is even more than this – she is an activist. Not just food babe – but when we looked at the top influencers in food industry she is one of the ones my clients are keeping tabs on most This is who we are targeting in food marketing. Agents of change. Shaping the conversation online about food and brands. This is not new – word of mouth marketing has been around for a long time, but now people are even more distrustful of brands than before. Have to listen to these people as they affect purchasing. Latest one Feb just a couple of days ago was targetting General Mills and Kelloggs on BHT in cereal
- Another one of late was White Wave Foods along with others like Trader Joes who use Carrageenan in their products. White wave just announced that due to this pressure they will be dropping it in 2015. Obviously not all brands are in a position to make huge changes to their products so rapidly, but being aware of consumer concerns like this before they get to this point is the sweet spot. Adapting messaging and labeling and packaging to match trends can all have a positive impact. Social listening alow you to take control of the outcomes of conversations before people like this get the better of you
- But which ingredients should we be paying attention to? Companies can use social listening to gauge the gravity of different threats – volume – aspartame has a lot more conversation that other sweeteners and is overwhelmingly negative Food informed – are hugely in favor of stevia
- Managing risk and crisis preparation is all about the known vs the unknown issues Every company has issues that they are already aware of and therefore can somewhat prepare for , for example Ordering issues, problem with a product or meal, product recalls, robberies, certain polemic ingredients But there are always going to be things you can’t predict that come up from nowhere in the middle of the night and seriously damage your brands reputation by morning. Social listening can help with both of these Preparing for the known Is the easy part. Segmenting data in your social listening platform so that mentions to do with different subcategories are automatically routed to the right person. for example Ordering issues, problem with a product or meal, product recalls, robberies, certain polemic ingredients. Using social listening to prepare for the unknown is also possible – using systems like increases alerts for example that say if conversation rises over a certain percentage of my normal daily conversation then send me an email. it could be something awesome and one of my pieces of content getting a loada love, but it could also very easily not be. Either way your social listening platform should be sifting through the noise to help you understand it. One trick our clients at Brandwatch love to do here is filtering these alerts to say for example if someone with over 10k followers talks about my brand on twitter and the sentiment is negative then let me know – this captures these food evangelisistts right away. There is no downloading – no waiting – within a couple of minuites they are on top of it. And then having workflow capabilities means that they can assign things to people across the organisation meaning no screengrabbing and emailing to people. All the while everything they are doing in the dashboard is being logged and made a record of – for accontability later. When you’re moving this fast its essential to have a record of what you have done
- What happened? In 2013, Chobani, an American brand initiated a recall of its yoghurt cups, as the company had received complaints over mouldy, foul-smelling yoghurts. How did they react? The brand quickly acknowledged the issue on its social media accounts with a direct comment from the CEO They created a blog to update all of its followers on the issue and opened themselves up to negative feedback They dealt with the immense amount of criticism with honesty and transparency What was the result? Chobani is now lauded as a leader in social media strategy, continuously identifying and engaging with relevant conversations and providing excellent customer service and timelyresponses to any social inquiries.
- Brand analysis can be useful but I feel like we already all probably know about that by know; the how do consumers feel about my brand and products vs the competition, what is the sentiment etc. That is so two years ago now, im not saying it isnt useful but my problem with it is that BUT you are asking a closed question when you create a query in a social listening platform, you ask – what do you think of my brand? And you will get the answer. However when you open it up and think outside the box you get the unexpected. I’m going now talk you through a practical case study of this unbraded analysis – continuing with the health trend theme I’m going to talk about greek yogurt
- So lets take a competitive landscape of today – greek yog has become a popular trend and a crowded market space – greek yogurt wars have been compared to the soda wars of coke vs pepsi Greek yogurt was a single digit portion of the US yogurt market in 2007 and now accounts for 28% of todays $7billion industry
- When we look at the brands that appear in greek yogurt conversation we can see that chobani dominates the share of voice in greek yog sector with when people talk about greek yogurt 49% of the time they are associating it with chobani
- But 63% of the time when people talk about greek yogurt they are not talking about brands This is where the real insight lies The unbranded conversation Or whitespace
- LISTEN TO THE WHITESPACE. Believe it or not consumers are not always talking about your brand or products. We care a lot more about the thing it is that you make rather than the brand attached to it. IT IS WHERE YOU FIND IDEAS Ideas are not sitting in your brand mentions. That is where everything you already knew lives. White space is the unknown
- Historical data lets us look at this over the course of the past year so what season is best 2 years of historical data – first starts to rise in sept 2013 as it was named as a fat burning food and then reaches peak with superbowl commercial in feb 2014 yoplait full hosue
- March saw recipes for peanut butter greek yogurt smoothies take off So this is how we can use unbranded listening to discover rising trends in a certain topic area. We now may want to create a piece of content around peanut butter greek yogurt smoothies – this is the WHAT, how about the audience - who? When? And where? Well
- Also need to be aware of the issues – in May an article on Gawker spoke about the environmental impact of greek yogurt production because the process used to make greek yogurt create acid whey a toxic by product that kills fish Content around environmentally friendly process to create your product
- Where? Like most social topics twitter dominates Most conversation on Twitter but interestingly quite a bit on forums and blogs Pinterest Weightwatchers etc
- Conversation about greek yogurt spikes mid week and drops off at the weekend
- Social media listening if leveraged correctly means you have the structure in place to listen to the drumbeat before it hits the headline. This is not just to do with risk and crisis preparation but just as much in terms of discovering niche markets before they become large trends, then you are able to understand how products may perform across regions, genders or interest groups. 2. The social web is huge and messy – there is a lot of noise and irrelevant conversations going on. Focus in on the few who are driving the conversation and therefore your brand perception. What specific language are they using, where do they hang out online, when are they online, what issues are they discussing most…. 3. Social platforms need to be used to develop relationships rather than purely for selling. Social media enables brands to engage in two-way communication with their consumers – an opportunity to build relationships traditional media has never offered but still many brands struggle to capture a holistic understanding of the consumer voice. As Linda said we have seen a shift and brands only CREATE a fraction of the information being shared about food and agriculture today - but from my experience looking at online social media conversations - brands only FEATURE in a a small fraction of the conversation. Surprisingly enough people don’t actually care about your brand as much as you think they do. Some of our clients see HUGE benefits from listening to the conversation about their industry or product. Here they get real insight into the consumers fears (ingredients, fats, packaging) wants and needs and they use this information to adapt their messaging, create new products, new packaging. This is where the huge value lies. And not to forget - this is where you can actually find and connect with these Food e-Vangelists and food involved consumers that Linda spoke of. Don’t just use social listening platforms to measure brand health by monitoring sentiment and volume of mentions – you have to be listening to consumer conversation about food in general to be able to put it into context Uncover consumer concerns - then adapt your messaging, packaging and product ingredients to meet these concerns Whilst doing this ahead of time, before the crisis hits – like it did for white wave foods – you will be mitigating risk You will also create opportunities to: raise brand awareness for example brands that capitalized on the cronut, And position your brand in a niche For example the snack bars at first glance could all be seen to be in the health food category but when we zoom in closer we say see they have each carved out their own niches Lara bar = gluten free Cliff bar = energy Kind bar = Health / good for you I know we all think we are the smartest savvyiest perople in the room but look around there are a lot of smart savvy peiple – we all have something to learn from their comp. they will influence your potential customers and shape the conversation around your brand These influencers are the savviest – they are not always driving like a leader of sheep but they are able to read the patterns of this