Webinar: Risk, Awareness & Opportunity – Social Media, Food, and the Passionate Consumer
Food and beverage brands have become passion brands—people care more now than ever what they consume and how it’s produced, packaged and sold. At the same time, social media has brought companies and consumers closer, meaning it’s imperative to stay vigilant of the shifting social landscape. Within that social landscape, food e-Vangelists, a group of highly food-engaged consumers identified by Ketchum through its Food 2020 study, are generating up to 1.7 billion conversations every week, from recommendations to critiques. What’s more, food e-Vangelists are action-oriented and comprise about 22% of the global population. Food manufacturers and marketers have a unique opportunity to mobilize this active segment of consumers, avoid risk, and leverage that passion to their advantage. Read these webinar slides from Linda Eatherton, Global Director of Food & Beverage Practice at Ketchum, and Brandwatch’s Hannah Godfrey, Food & Beverage Sector Director, to help you better understand the importance of engaging with food e-Vangelists and how forward-thinking food brands are embracing social listening and analytics to: - Dig below the surface of online conversations to develop a deeper way to understand and engage with the consumer - Define markets, narrowing in on the who, what, when and where of discussions - Mitigate risk, create opportunities, and build and maintain competitive advantage
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Webinar: Risk, Awareness & Opportunity – Social Media, Food, and the Passionate Consumer
- 1. 1 #brandwatchtips © 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 hannahg@brandwatch.com | @hannahgodfrey1 Hannah Godfrey
- 2. 2 #brandwatchtips © 2015 Brandwatch.com2 Don’t be shy/ We’d love your participation • Ask questions in the session chat • Tweet about our discussion @brandwatch @ketchumPR #brandwatchtips A download and recording of the webinar will be made available after the event
- 3. 3 #brandwatchtips © 2015 Brandwatch.com Coming Up • Food 2020: The Consumer as CEO • Defining the Market • Mitigating Risk • Uncovering Opportunities
- 5. power shift Information is Power Power is shifting to MILLONS OF INDIVIDUALS
- 6. The Emerging
- 9. • 48% of Food Involved • Push Opinions 4+x per week the
- 10. They Are Opinion ‘Pushers’
- 11. 46% Parents 48% under 35 years old 62% Female Income WELL above average the
- 12. Worry about processing Buying more fresh, less packaged and prepared foods the
- 13. E-vangelists Are Small, But Mighty Influence 22% Evangelists 44% Involved
- 14. 35 Million 11% of Population GERMANY 7 Million 9% of Population 13 Million 20% of Population 324 Million 24% of Population ARGENTINA 12 Million 29% of Population ITALY 23 Million 37% of Population Incidence Of Globally CHINA UK USA
- 15. They Are The ‘Friends And Family’ The Food Involved Are Paying Attention To
- 16. 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 “
- 17. Uninvolved They Expect To Connect With Company Leadership ‘Socially’ 48% 43% 43% “ I want companies to offer a direct line of communication with management “
- 20. ? So, How Do We Reach And Move Them?
- 21. Listen
- 22. 22 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com DEFINING THE MARKET
- 24. 24 #brandwatchtips © 2015 Brandwatch.com The Person Behind the Purchase
- 25. 25 #brandwatchtips © 2015 Brandwatch.com Health Trend – Interests
- 26. 26 #brandwatchtips © 2015 Brandwatch.com Health Trend – Demographics
- 27. 27 #brandwatchtips © 2015 Brandwatch.com Health Trend – Geographically
- 29. 29 #brandwatchtips © 2015 Brandwatch.com Starbucks – Seasonality
- 30. 30 #brandwatchtips © 2015 Brandwatch.com Health Trend – Timing
- 31. 31 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com MITIGATING RISK
- 33. 33 #brandwatchtips © 2015 Brandwatch.com Risk Photo posted to Taco Bell’s Facebook Page
- 34. 34 #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
- 37. 37 #brandwatchtips © 2015 Brandwatch.com The Known vs. the Unknown
- 38. 38 #brandwatchtips © 2015 Brandwatch.com Case Study - Chobani
- 39. 39 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com UNCOVERING OPPORTUNITIES
- 40. 40 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com UNBRANDED ANALYSIS
- 41. 41 #brandwatchtips © 2015 Brandwatch.com Greek Yogurt Wars
- 42. 42 #brandwatchtips © 2015 Brandwatch.com Which brands appear?
- 43. 43 #brandwatchtips © 2015 Brandwatch.com Branded vs. Unbranded Conversation
- 45. 45 #brandwatchtips © 2015 Brandwatch.com A rising trend, that is now in decline
- 47. 47 #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
- 48. 48 #brandwatchtips © 2015 Brandwatch.com Where is our target audience?
- 49. 49 #brandwatchtips © 2015 Brandwatch.com Are they part of communities?
- 50. 50 #brandwatchtips © 2015 Brandwatch.com When are they online?
- 51. 51 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com TAKEAWAYS
- 52. 52 #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
- 53. 53 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com Q & A
- 54. 54 #brandwatchtips © 2015 Brandwatch.com Find our content here: www.ketchum.com/food-2020-consumer-ceo www.brandwatch.com/report-food-beverage/ contact@brandwatch.com facebook.com/brandwatch @brandwatch plus.google.com/+brandwatch1