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© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Turning Digital Disruption into an
Advantage for Fresh P...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
How do you reach
1,300,000
in your target audience
when ...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
But first, why is traditional media
no longer working
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
The change in media consumption
TV / Movies
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
TV Decline
§ 1 in 7 Australians now watch no Commercial ...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
How we listen to
Music / Radio
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Radio Users Shifting to On-Demand Streaming
Globalgrowth...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Internet of things
Loading
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Internet Data Download Growth
Rapid increase ofdata down...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
When do you last buy
a newspaper?
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Goodbye Newspaper Print Ads
• Users shifting to differen...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Even when you advertise on a website
Does your
audience ...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
GlobalAd Blocking Growth
July 2009 July 2010 July 2011 J...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
So what do you do now
to
reach
your target audience
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
So what did we do for
Pure Gold Pineapples
Messaging
Adv...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Hear about our unique advocacy program
targeting 1.4 mil...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Blogs
• Farm visit
• 20,000 Page Views
• 393 Shares
80,0...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Activities
60,000 People Reached
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
On Brand
120,000 People Reached
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Results
35,540 Likes
14,646 Shares
1,300,500 People Reac...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Full Case Study
available
steve@bendalls.com.au
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
How can your brand be part of the
Bendalls Advocacy Prog...
© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Contact
steve@bendalls.com.au
To see the full presentati...
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The Female Social Network Case Study - Fresh Produce Social Media

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Case study on how to use advocacy / social media influences in the modern media era. Client: Pure Gold Pineapples | Industry: Fresh Produce | Summary: Reaching 1.4 million Mothers in Australia

Published in: Retail
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The Female Social Network Case Study - Fresh Produce Social Media

  1. 1. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Turning Digital Disruption into an Advantage for Fresh Produce Case study of Pure Gold Pineapples
  2. 2. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network How do you reach 1,300,000 in your target audience when traditional media is no longer as effective! people
  3. 3. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network But first, why is traditional media no longer working
  4. 4. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network The change in media consumption TV / Movies
  5. 5. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network
  6. 6. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network TV Decline § 1 in 7 Australians now watch no Commercial TV § 7.7 million Australians 14+ (40%) now stream or download video, TV or movies in an average four weeks; among those who don’t watch any Commercial TV, 54% stream or download televisual content—a majority for the first time in 2015. Source:RoyMorganSingle Source
  7. 7. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network How we listen to Music / Radio
  8. 8. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network
  9. 9. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Radio Users Shifting to On-Demand Streaming Globalgrowthof Spotifypaid users • Users shifting from live listening to on-demand. • On-demandmusic has increased 93% year on year. • Take up of Spotify,Tidal, Apple Music & Pandora rising. • Hard to reach your audiencewhen they have more ways to listen to music. 0 5 10 15 20 25 30 35 Jul 10 Mar 11 Jun 11 Nov 11 Jan 12 Aug 12 Dec 12 Mar 13 May 14 Nov 14 Jan 15 Jun 15 Mar 16Subscribers in millions
  10. 10. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Internet of things Loading
  11. 11. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Internet Data Download Growth Rapid increase ofdata downloads 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 Dec-07 Dec-08 Dec-09 Dec-10 Dec-11 Dec-12 Dec-13 Dec-14 Dec-15 VolumeofDownloads(TB) Subscribers(000) Number of Subscribers and Volume of Downloads, 2007-2015
  12. 12. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network When do you last buy a newspaper?
  13. 13. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Goodbye Newspaper Print Ads • Users shifting to differentsources • Rise ofthe citizen journalist • Massive loss ofreadership 10 12 14 16 18 20 22 24 2010 2011 2012 2013 2014 2015 2016 Millions 24M 14M 18M
  14. 14. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Even when you advertise on a website Does your audience see it
  15. 15. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network GlobalAd Blocking Growth July 2009 July 2010 July 2011 July 2012 July 2013 July 2014 July 2015 March 2016 39M 30M 21M 54M 121M 200M • Blocking digitalads continues to build • Usage grew 41%YoY (2014to 2015) Global monthly active ad Blocking software users
  16. 16. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network So what do you do now to reach your target audience
  17. 17. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network So what did we do for Pure Gold Pineapples Messaging Advocacy Partnership Recipes Activates Brand awareness Category Where to buy
  18. 18. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Hear about our unique advocacy program targeting 1.4 million Australian mums. steve@bendalls.com.au
  19. 19. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Blogs • Farm visit • 20,000 Page Views • 393 Shares 80,000 People Reached
  20. 20. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Activities 60,000 People Reached
  21. 21. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network On Brand 120,000 People Reached
  22. 22. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Results 35,540 Likes 14,646 Shares 1,300,500 People Reached Most ever Pineapples ever sold
  23. 23. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Full Case Study available steve@bendalls.com.au
  24. 24. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network How can your brand be part of the Bendalls Advocacy Program • The Female Social Network (1.4 million mums) • Youth Social Network (200,000+) • SME Social Network (reach over 120,000 small businesses)
  25. 25. © COPYRIGHT 2016 Bendalls Group Pty Ltd The Female Social Network Contact steve@bendalls.com.au To see the full presentation

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