national confectioners association - social media and confections
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Pete Snyder and Jon Eick presented at the National Confectioners State of the Industry conference in March 2009.TRANSCRIPT
© 2009 | New Media Strategies www.newmediastrategies.net
Pete Snyder Jonathan Eick Founder and CEO Online Brand Manager, Public Affairs
NCA 2009 State of the Industry Conference
© 2009 | New Media Strategies www.newmediastrategies.net
Critiques from Bloggers:“Does Skittles control the @Skittles account? Nope!”“Does Skittles actively participate in discussions on Twitter? Nope!”“Does Mars, Inc., its parent company participate on Twitter? Nope!”
Right Now: Skittles is Experimenting
Tweets in 24 hours: 13,000
Launch Future?
Where to go from here:- Sustain- Converse- Integrate
Day 2 Day 3
Abuse of the system; no filters?
Excitement! Impressive!
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
Right Now: Thousands are Buzzing on Twitter
Chocolate: 226,000 tweets
Reese’s Peanut Butter Cups: 1,500 tweets
Cheetos: 6,000 tweets
Cadbury: 7,000 tweets
Sprite: 10,000 tweets
Gummy Bears: 2,000 tweets
Jelly Belly: 1,200 tweets
Pepsi: 31,000 tweets
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
Right Now: Your Products are Being Defined at the Point of Research
“Obesity risk… consuming large quantities of dark chocolate in an
attempt to protect against cardiovascular disease has been
described as 'cutting off one's nose to spite one's face'.”
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
New Media Strategies
NMS is the industry leader and pioneer in social media marketing and measurement
Over 1,500 campaigns across 60 industries executed by our team of nearly 100 employees
Employ an integrated, three-pronged approach to the online space on behalf of our clients:
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© 2009 | New Media Strategies www.newmediastrategies.net
Skim Paper during News
Media Time Out
Morning Lunch Midday Commute Evening
Undivided Attention
Sta
te o
f M
ind
MorningTalk
Shows Check Headline
s
TV on in background
AM Radio
Radio During
ride home
Background TV during
dinner
* Source: National Journal Group, Washington in the Information Age
Media Consumption in 2003
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© 2009 | New Media Strategies www.newmediastrategies.net
Glance at magazine
s
Search the Web
Radio durin
g drive
Weather
Online
Undivided Attention
Sta
te o
f M
ind
Media Time Out
Morning Lunch Midday Commute Evening
Morning TV
Scan Late-Night emails
Skim email &
Watch TV in office lobby
Watch YouTube or Hulu
Email & social
networking
Skim blogs at
lunch
Check email
Radio during
commute
News and sitcoms during dinner
Emails before bed
Read before
bedMobile
at stopligh
ts
* Source: National Journal Group, Washington in the Information Age
Media Consumption Today
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People are: Creating more media Seeking out more media Accessing more platforms
Social Technologies are: Lowering the barrier to entry Closing the asymmetry of
information gap Enabling human nature to play
out in warp speed
define watch createlisten
share
At the Same Time: Increased Participation, Creation, Platforms
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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“We're moving away from 'users,' 'customers,' and 'shoppers.'
Social media is bringing back the human element to all digital
interaction.” - ReadWriteWeb (January 2009)
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
The Human Element is Back
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The Rules of Endorsements Have Changed
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Michael Phelps:
Spokesman
Michael Phelps:
College Student
Both Personas: Acceptable
Both Personas: Unacceptable
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A New Kind of Market Intelligence
Tropicana Packaging Made a big change Reactions were not favorable Tropicana listened Tropicana changed their
strategy
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Brand-Driven Decision Consumer-Driven Decision
© 2009 | New Media Strategies www.newmediastrategies.net
Kogi Korean Leverages Twitter
Kogi Korean BBQ Taco Truck Posts to Twitter when/where it will be Shares photos of fresh dishes Creates anticipation and loyalty Praise and coverage from dozens of
bloggers and prestigious media outlets: (e.g., New York Times, Financial Times, Los Angeles Times, Wall Street Journal “Independent Street” Blog)
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
Comcast Listens, Responds Through Twitter Comcast
Allows for bidirectional customer service (listen and respond)
Is now publicly accountable for their customer service
Has over 25,000 tweets and 9,000 followers Receives media attention and praise for their
efforts
Power Twitter user shares recent experience: Comcast didn’t show for appointment Customer tweeted this; received immediate
response over Twitter Hour later, receives phone call Sets up new installation Follow-up phone call after the installation Shares story with hundreds of influencers
“From that moment on, it was the best
customer experience I’ve had
in my life.”- Twitterer, 1300 followers
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
From the Blogger’s Mouth
Why do I blog? Why does anyone?
Why does my blog matter?
Why does the blogosphere matter?
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© 2009 | New Media Strategies www.newmediastrategies.net
Bloggers: Driving Stories and Creating a Narrative
Bloggers have the ability to break stories the mainstream media has missed
The cream rises to the top: content and freshness of story determines if it is ignored or catches fire
Mainstream media recognizes the power of blogs, treats bloggers as commentators, experts in their field
How to counter bad buzz – did Papa John’s adequately respond to the story?
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
Recognizing the Benefits & Perils of the Blogosphere
Kraft Bagel-fuls Announcement of new bagel pre-filled
with cream cheese generates buzz in blogosphere
Questions arise – how could this possibly be good?
Further questions – does Kraft even hold a patent for the idea?
Kraft reaches out to change narrative, set record straight
End benefit of outreach?
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
Recognizing the Benefits & Perils of the Blogosphere
Dairy Queen’s New Blog You’ve decided to launch a
blog. Will anyone know it exists?
Market to the community you are a part of
Why should I go to your blog? Create incentive to bring in readers, links
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
Engaging Bloggers: A Win/Win Scenario
Blogger: Enhance reputation, gain inside access, improve accuracy of stories, attract new readers
Your Company: Get accurate information into the hands of interested consumers, tamp down negative stories Increase allies and decrease opponents Set the record straight Google Searches: What will your customers find?
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
6 Blogger Outreach “Dos”
• Do treat bloggers like journalists, meaning with respect and acknowledging their interests.
• Do treat bloggers like advocates. They blog because of passion, not because it is a job. They have a strong perspective and don’t hide it.
• Do get to know the blogger. If they know you, they are more likely to write what you want.
• Do connect your pitch to other stories that they have written. If they know you read them, they are more likely to write what you want.
• Do give bloggers breaking news. Bloggers crave breaking news and the traffic that usually comes with it. Breaking news makes people feel important and relevant. Traffic and prestige often translates directly into money in their pockets.
• Do correct factual Inaccuracies. Bloggers will get facts wrong. Ask them in private to correct them. If they don’t, provide the correct information in the comments.
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
6 Blogger Outreach “Don’ts”
• Don’t assume that bloggers have the same ethics and standards as reporters. They will not necessarily respect, or understand, attribution or background agreements. Most bloggers write as a passion, not as a profession.
• Don’t send form letters or use blast emails. Sometimes form letters get posted online to embarrass communications and PR professionals. Instead, personalize your communications.
• Don’t expect objectivity. Even when breaking news, bloggers are like columnists and will have a strong viewpoint. Find ways to use this to your advantage.
• Don’t expect immediate action and/or response. Bloggers almost never work on deadlines.
• Don’t use the same pitch with every blogger. Just as with journalists, bloggers have interests and angles they cover. Play to this.
• Don’t expect them to care about your issue. Always look to create a reason, hook and incentive for them to post.
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
Where We Go From Here
Social media is creating direct and human connections with you and the people who buy your products – be human back
There is an unprecedented amount of data being posted online every minute about your brand and your product from your customers – listen, tap into and respond to it
There is a danger to want to launch acute campaigns in the effort to create “buzz” and make your content go “viral” – strive to create an ongoing dialog and two-way conversation
Despite the buzz, it is less about the technology and the platforms, and more about about the people – just like in real life, it takes time, dedication and mutual respect to build a lasting relationship
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
© 2009 | New Media Strategies www.newmediastrategies.net
Thank you. Questions?
Pete SnyderWeb: www.newmediastrategies.net
Blog: www.newmediastrategies.net/blog
Twitter: www.twitter.com/PeteSnyder
Email: [email protected]
Phone: (703) 253-0050 x 111
Jon EickWeb: www.newmediastrategies.net
Blog: http://sogoodblog.com/
Twitter: www.twitter.com/SoGoodBlog
Email: [email protected]
Phone: (703) 253-0050 x 165
Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing