CASE STUDY: CREATING A CORPORATE CULTURE OF SOCIAL DNA
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It is not enough to say that your company is going to have a social strategy. For a strategy to be truly effective, social must be a part of the DNA of the entire company, and all departments, not just Marketing, must have social running through its bloodstream. In this session, you will hear how one company, 12-year old Enjoy Life Foods, has created a social culture over the last 36 months resulting in a 3-year sales increase of 152%, and a consumer-centric plan that has tripled its consumer base during the same period.
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CASE STUDY: CREATING A CORPORATE CULTURE OF SOCIAL DNA
- 1. @SMSsummit Boston ▪ October 29-30, 2014
- 2. Creating a Corporate Culture of Social DNA October 29, 2014
- 3. Joel Warady Chief Sales & Marketing Officer @enjoylifecmo joelwarady
- 4. 4 You have heard a lot about Gluten Free…
- 5. 5 Opportunity Celiac & Gluten Intolerants 25 Million Other Food Allergy Sufferers 75 Million Consumers Even with the rise of gluten free, there is a much larger opportunity Source: American College of Gastroenterology, October 2011; Elucidare, January 2011
- 6. “Free From” means… Source: National Digestive Diseases Information, March 2012; HealthCare Zone 03/12; National Foundation for Celiac Awareness, 2011; FoodAllergy.org ; American Academy of Pediatrics, 2011 90% of all allergies Gluten Free Definition +
- 7. Free From Consumers Free From consumers take loyalty to a new level 7 •Consumers have limited options •If they like something, they buy a lot Consumer Devotion
- 8. Enjoy Life Foods is the trustmark and lovemark of choice 8 Trustmark
- 9. We are ignoring the shopper’s path to purchase and path to new product selection If we don’t take a digital-first posture… Digital First
- 10. You’ve heard about the 2nd screen or the 3rd screen How Do We Connect
- 11. One-Screen-World Philosophy How Do We Connect Solutions for the screen they happen to have in front of them at that time
- 12. Stop worrying about what THE COMPANY should do in the digital space… Strategy
- 13. 13 Meet our Future
- 14. 14
- 15. 15
- 16. 16
- 17. Understand the value of a person’s social graph Word of Mouth
- 18. 92% of word of mouth… happens offline. Engaged Consumers
- 19. 19 25% of search results of the world’s top 20 brands are links to user generated content 75% of consumers don’t believe companies tell the truth in advertising Who Do Customers Trust?
- 20. Over 90% of all consumer decisions are due to a positive recommendation from someone they trust -Dr. Walter Carl Engaged Consumers Who Do Customers Trust?
- 21. How about 3 more sets of stats? Engaged Consumers
- 22. 22 81% of consumers receive advice on a product purchase through social media 77% of online shoppers use reviews to make a purchase decision 44% of companies use crowdsourcing to get new ideas. Engaged Consumers
- 23. “It’s not about eyeballs and ears, but hearts and minds.” – Jeffrey Hayzlett (Kodak) Engaged Consumers
- 24. Consumer Centric Our Consumer Face to Face & Experiential Engagement Content Loyalty Print and Digital Advertising Digital Path to Purchase Social
- 25. Results of ELF Strategy 25 41% 2012 40% 2013 Return on Objective 41% 2014 Thru September
- 26. 26 Mobile Consumers 55% of women use their smartphones for shopping 41% of women desire mobile ads that provide location based offers 52% of women use smartphones to share photos of what they purchase Nuance Digital Marketing Study October 2013 Impact of Mobile on Shopping
- 29. Specialty Mobile 29 Free From Consumers
- 30. Specialty Mobile 30 Free From Consumers
- 37. 37
- 38. 38 Engaged Consumers Connect With Them Where They Shop
- 39. 39 Engaged Consumers Connect With Them Where They Shop
- 40. 40 Engaged Consumers Connect With Them Where They Shop
- 41. 41 Engaged Consumers Connect With Them Where They Shop
- 42. 42 Engaged Consumers Connect With Them Where They Shop
- 43. 43 Engaged Consumers Connect With Them Where They Shop
- 44. 44 Engaged Consumers Connect With Them Where They Shop
- 49. 49
- 50. 50
- 51. 51
- 53. 53
- 54. 54
- 55. 55 Encourage Them to Connect
- 56. 56
- 57. 57
- 58. 58 Social Look & Feel
- 59. 59
- 62. Growing Social Engagement 62 Facebook 256,273 Likes Twitter 22,351 Followers Pinterest 3058 Followers Newsletter Subscribers 65,000+ Opt-in Instagram 6144 Followers
- 63. Measure Everything 63 Monday April 28, 2014Klout Score640Total Followers4,072Klout Score641New Mentions past 24 Hours616@enjoylifecmoTotal Followers5,72823New Mentions past 24 Hours815Unique Visits4,446Total Unique Visits Month to Date50,026New Visitors3,322Total New Visitors Month to Date37,629Social Media DashboardBlogger ReviewsTotal Reviews for the Past 7 DaysTotal Reviews Month to DateTotals Month to Date (Positive/Negative) @enjoylifefoodsTotal Followers12,38849Twitter 99 POS / 1 NegPage views18,748Total Page views Month to Date234,154Website (Weekend) 26100TotalsIncrease or Decrease past 24 HoursInstagramPinterestFacebookEnjoy Life FoodsNew Page LikesTotal Page Likes1,217205,865New FollowersTotal FollowersNew Repins4142,687
- 64. Measure Everything 64 Monday April 28, 2014Klout Visits4,446Total Unique Visits Month to Date50,026New Visitors3,322Total New Visitors Month to Date37,629Social Media DashboardBlogger ReviewsTotal Reviews for the Past 7 DaysTotal Reviews Month to DateTotals Month to Date (Positive/Negative) 99 POS / 1 NegPage views18,748Total Page views Month to Date234,154Website (Weekend) 26100TotalsIncrease
- 65. 65 Score640Total Followers4,072Klout Score641New Mentions past 24 Hours616@enjoylifecmoTotal Followers5,72823New Mentions past 24 Hours815Unique Visits4,446Total Month to Date50,026New Visitors3,322Total New Visitors Month to Date37,629Social @enjoylifefoodsTotal Followers12,38849Twitter views18,748Total Page views Month to Date234,154Website or Decrease past 24 HoursInstagramPinterestFacebookEnjoy Life FoodsNew Page LikesTotal Page Likes1,217205,865New FollowersTotal FollowersNew Repins4142,687
- 66. 66 Share the Team
- 67. 67 Share the Team’s Stories
- 68. 68 Share the WHOLE Team
- 71. 71
- 72. 72 Yammer – Internal Communications
- 73. 73
- 74. 74
- 75. 75
- 76. 76
- 77. 77
- 78. 78 Knowledge Sharing via Evernote
- 79. 79
- 80. Stop thinking like a marketer ,advertiser, and employer and start thinking like a publisher and socializer Engaging w/ Consumers & Co-Workers
- 81. The Way We Share Has Changed
- 82. 82 240 million tablets will be sold in the US in 2014 The Change Continues… NPD Display Search – Jan. 2014
- 85. 85 Social and Digital…not just another channel but a transformational force that requires marketers to rethink their entire marketing and communication strategy Ad Age
- 86. Thank you! Connect with Me enjoylifefoods joelwarady jwarady@enjoylifefoods.@enjoylifecmo