Webinar: Risk, Awareness & Opportunity – Social Media, Food, and the Passionate Consumer

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© 2015 Brandwatch.com

Webinar/ Risk, Awareness & Opportunity: Social Media, Food and the Passionate Consumer

Global Director, Food & Beverage Practice Ketchum

Linda Eatherton Director, Food & Beverage, Brandwatch [email protected] | @hannahgodfrey1

Hannah Godfrey

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Don’t be shy/ We’d love your participation

•  Ask questions in the session chat

•  Tweet about our discussion

@brandwatch

@ketchumPR

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A download and recording of the webinar will be made available after the event

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Coming Up

•  Food 2020: The Consumer as CEO

•  Defining the Market

•  Mitigating Risk

•  Uncovering Opportunities

power shift

Information is Power Power is shifting to MILLONS OF INDIVIDUALS

The Emerging

Who Are THEY?

GENERAL POPULATION

Information Seekers

the

•  48% of Food Involved

•  Push Opinions 4+x per week

the

They Are Opinion ‘Pushers’

46% Parents

48% under 35 years old

62% Female

Income WELL above average

the

Worry about processing

Buying more fresh, less packaged and prepared foods

the

E-vangelists Are Small, But Mighty Influence

22% Evangelists

44% Involved

35 Million 11% of Population

GERMANY 7 Million 9% of Population



ARGENTINA 12 Million 29% of Population

ITALY 23 Million 37% of Population

Incidence Of Globally

CHINA

UK

USA

They Are The ‘Friends And Family’ The Food Involved Are Paying Attention To

Two-thirds of the group are getting less information than they want. They Want The Whole Story

Uninvolved

27% 24% 20%

“ I want easier access to online information about how foods are grown and raised

“

Uninvolved

They Expect To Connect With Company Leadership ‘Socially’

48% 43% 43%

“ I want companies to offer a direct line of communication with management

“

They Do Their Homework

They Change Policy

? So, How Do We Reach And Move Them?

Listen

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DEFINING THE MARKET

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The Person Behind the Purchase

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Health Trend – Interests

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Health Trend – Demographics

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Health Trend – Geographically

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Starbucks – Seasonality

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Health Trend – Timing

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MITIGATING RISK

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Risk

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Risk

Photo posted to Taco Bell’s Facebook Page

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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

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Risk

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Risk

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The Known vs. the Unknown

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Case Study - Chobani

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UNCOVERING OPPORTUNITIES

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UNBRANDED ANALYSIS

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Greek Yogurt Wars

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Which brands appear?

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Branded vs. Unbranded Conversation

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A rising trend, that is now in decline

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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

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Where is our target audience?

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Are they part of communities?

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When are they online?

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TAKEAWAYS

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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

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Q & A

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Find our content here: www.ketchum.com/food-2020-consumer-ceo www.brandwatch.com/report-food-beverage/

[email protected]

facebook.com/brandwatch

@brandwatch

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Webinar: Risk, Awareness & Opportunity – Social Media, Food, and the Passionate Consumer

Social Media

Transcript of Webinar: Risk, Awareness & Opportunity – Social Media, Food, and the Passionate Consumer