Social & Digital Media Changing Food Culture
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© 2012 MSLGROUP P1
SOCIAL & DIGITAL MEDIA:
CHANGING FOOD CULTURE
Selected Opportunities for
Food & Beverage Marketers
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MSLGROUP Americas:
FOOD &
BEVERAGESPECIALTY
Food and beverage marketing and PR
• Category leader in digital food andnutrition communications
Clients nationwide from farm to fork,
consumer and industry focused
Registered Dietitians on staff;in-house culinary and nutritioncenter
Offices nationwide
Part of MSLGROUP, a top-five global
PR and events marketing firm
Under the Publicis umbrella
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FOOD & NUTRITION TRENDS 2012Our Annual Food Trends Forecast
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• Principal provider of global researchon consumer culture, behaviors, trendsand demand and a leading advisoron market strategy to the world’s
best-known brands
• The Hartman Group is internationallyrecognized for breakthrough perspectiveson emerging and evolving consumerbehaviors in health and wellness,sustainability and food culture
THE HARTMAN GROUP
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FEATURING DATA AND INSIGHTS FROM CLICKS & CRAVINGS A Hartman Group and MSLGROUP AMERICAS Syndicated Study
CLICKS & CRAVINGS:The Impact of Social Technology on Food Culture
In tandem with smart communicationscounsel, the Clicks & Cravings reportis a powerful tool to help brandsstrategize their approach to socialand digital media.
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QUALITATIVE AND
QUANTITATIVE STUDY
Ethnographic, in-home studies
• 25 studies in Seattle and Chicago
• Diverse sample (generation, children,SM and food engagement)
• $60,000+ HHI (excepting younger Millennials)
• Visit followed social media fast and feast
National online survey
• December 2011; 1641 U.S. online adults, 18-64,nationally representative
• Both users and non-users of social media
What it isn’t
• Analysis of web traffic and usage data
• Review of best practices among food& beverage marketers
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INDEX
TRANSFORMING FOOD CULTURE
An antidote to isolation
“Someone like me”
An architecture of influence
The dominant source of food info
Food discovery
The path to and from purchase
Influence and “real people”
Deals and recipes
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NEW MODES OF FOOD
CULTURE ACQUISITION
TRADITIONS(meal planning)
Media, travel,retailers, restaurantsand brands introduce
us to new tastes,cuisines & possibilities
TRANSACTIONS(shopping)
Online “research,”shopping and sharingis part of pre-shop to
post-shop experience
TECHNIQUES(preparing)
Video, recipe sites,blogs and our foodiefriends are replacing
mom and cookbooks
TABLE(eating)
Virtually break breadthrough computersand phones (often
without a table)
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ALMOST
HALF
Of consumers learn aboutfood via social networkingsites, such as Twitter andFacebook
• Used to discover new foods,share food experiences, andget advice about food
40%Learn about food viawebsites, apps or blogs
NEW MODES OF FOOD
CULTURE ACQUISITION
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Consumers formerlyrely most heavily on mom
and family traditions formeal planning
Now search online for
what to cook, without evertasting or smelling
CROWDSOURCING
DISPLACING
MOMSOURCING
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A DIGITAL EXPERIENCE OF FOOD
•
Digital food selection is less of a sensory experience• More of a visual and rational process
“What’s on the
label?”
“What’s in the
recipe?”
“Show me the
picture!”
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• Rethink every assumptionabout food marketing
• Don’t assume continuityof food traditions
•
The big changes we’re seeingcan drive big shifts in marketshare – take risks now toexploit them
• Plan for a remade market ledby Millennials and theConnected Generation
OPPORTUNITIES FOR BRANDS
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INDEX
AN ANTIDOTE TO ISOLATION
Transforming food culture
“Someone like me”
An architecture of influence
The dominant source of food info
Food discovery
The path to and from purchase
Influence and “real people”
Deals and recipes
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INTIMACY IN ABSENTIA
Contemporary life often findsus far from family and friends
Social media turns isolation
into creation• Loneliness motivates people to connect
Food is a natural connector•
Humans are inherently social eaters whichmakes social media and food a perfect pair
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Social media is becoming our standby mealtime companion
“There’s no dining table … We all eaton the couch with the TV, tablets,
phones. We hang out all the time soit’s not like we have to talk and eat.”
EATING ALONE, BUT TOGETHER
When weeat alone, we canstill be together
45% of alladult mealsare alone
45%
39% of consumers
engage in socialmedia whileeating, oftenduring lunch
39%
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CONNECTED EATING: FOIL TO ISOLATION
Texted with a friend or family member
Used a social networking site/app AT HOME
Used a social networking site/app AWAY FROM HOME
DOMINANT REASONS:
To stay in touch with friends and family & to relieve boredom
36%
29%
18%
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A CURE FOR THE ISOLATION
OF MOTHERHOOD
Social media engagementrises significantly withmotherhood• A second wave of this study will
cover moms only
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OPPORTUNITIES FOR BRANDS
Dive deep and understandif there is a place for yourbrand at the table• Can mealtime present a chance to talk
with your brand’s representatives?
Offer consumers company atmealtime
Invite consumers to sharetheir meal experiences withcommunities
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INDEX
“SOMEONE LIKE ME”
Transforming food culture
An antidote to isolation
An architecture of influence
The dominant source of food info
Food discovery
The path to and from purchase
Influence and “real people”
Deals and recipes
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KATIE
• Gluten-free
• Avid baker
• Loves to
entertain
WHAT DO PEOPLE LIKE ME
THINK AND DO?
Consumers are tapping into each other’s expertise• Blogs, recipe forums and review sites appeal because they represent the knowledge
and experiences of people “like me”
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Expertise and reliability are created through:
PEOPLE “LIKE ME”
RATINGS: When peopleapprove of you
MAX
FOLLOWERS: When peoplelisten to you
MENTIONS: When peopletalk about you
384 friends
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TWO TYPES OF REAL
The home-grown
expert blogger
The personable
celebrity
My foodiest friend My mom
Opinions of the individual as a “real person”
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TWO TYPES OF REAL
Opinions of the masses as “real people”
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OPPORTUNITIES FOR BRANDS
Recognize what you are not • Brands are not people
• At best, they are connected to people or the brainchild of people
• Find your people
Like a real person, don’t just invite people to your house• Get involved in communities – like recipe sites where brands are welcome
Give up some power and invite consumers to discussyour products• Sharing what they like and don’t like
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An architecture of influence Has emergedINDEX
AN ARCHITECTURE OF INFLUENCE
Transforming food culture
An antidote to isolation
“Someone like me”
The dominant source of food info
Food discovery
The path to and from purchase
Influence and “real people”
Deals and recipes
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THREE PROTOTYPES & THEIR ROLES
Spectator
384 friends
Dreamer
1,100 friends
Doer
7,000 friends
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THE SPECTATOR
The SpectatorSocial media is lifeas lived today
• Consumes content• Socializes
Julie is like most people
Julie is a consumer of useful information,news, entertainment and good deals
384 friends
PASSIVE
ACTIVE
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The DreamerActive social media user
• Consumes people• Curates content
Lisa is very social
Lisa curates and pushes contentto her social network that reflects
her style & sensibilities
THE DREAMER
1,100 friends
PASSIVE
ACTIVE
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The DoerCore in both food& social media
• Creates content• Inspires followers
THE DOER
Natalie is a brand
Natalie is well positioned to be the voiceof other brands, if she really likes them
7,000 friends
PASSIVE
ACTIVE
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OPPORTUNITIES FOR BRANDS
CONSUMER
BRAND
INFLUENCER
REVIEW
Segment communications bytype but address the wholeecosystem of “referral”
To be social on social media,know the actors, follow thenetiquette, and step into theflow of conversations
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Online media now the dominant source of food
information
An architecture of influence Has emergedINDEX
THE DOMINANT SOURCE OF FOOD INFO
Transforming food culture
An antidote to isolation
“Someone like me”
An architecture of influence
Food discovery
The path to and from purchase
Influence and “real people”
Deals and recipes
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Spend more time engaged online about food
Equally engaged with online and print about food
Spend more time engaged with print about food
46%
31%
23%
TIME READING AND LEARNING ABOUT FOOD
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MULTIPLE MEDIA REMAIN RELEVANT
31%
29%
28%
25%
25%
24%
17%
15%
13%
13%
12%
9%
7%
Food Resources Used in Past Year
Food shows I watch on TV
Cookbooks
Coupons printed in newspapers or magazine
Recipe websites or phone apps
Printed magazines or newspapers
Coupons found online (not including
deals from Groupon, Living Social)
Restaurant review websites or phone apps
Daily deals from Internet sites or apps
like Groupon or Living Social
Food or beverage manufacturer websites or apps
Grocer websites or apps
Food blogs or online food-oriented websites or feeds
Staff, in-store demonstrations or
printed materials from a grocery
Instructional videos online
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FUTURE: Among Millennials, online recipe resourcesnow more valuable than cookbooks or food showson TV; print in stark decline
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Don’t bet on any one medium at this point
Gear strategy to generation, especially whenit comes to print
Track emergent channels like in-store apps• Do consumers want to talk with you while in store?
OPPORTUNITIES FOR BRANDS
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Social media is a FOOD
discovery medium
An architecture of influence Has emergedINDEX
FOOD DISCOVERY
Transforming food culture
An antidote to isolation
“Someone like me”
An architecture of influence
The dominant source of food info
The path to and from purchase
Influence and “real people”
Deals and recipes
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© 2012 MSLGROUP P37
SOCIAL MEDIA DISCOVERS
New restaurants to try
Restaurants to avoid
Meal planning (e.g., new recipes to make)
New types of foods or beverages to try (such as
ingredients, cuisines)
New brands of foods or beverages to try
Nutrition and ingredients
Foods or beverages to avoid
Alerts about food safety (e.g., product recall)
37%
Food topics most interested in when using socialnetworking sites
22%
21%
25%
26%
17%
14%
20%
O O S O S
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Join the consumer journey and share your discoveries
Reveal a steady stream of welcome information
Tie your brand to restaurant discoveries
OPPORTUNITIES FOR BRANDS
Beware and prepare for product safety scaresin social media
INDEX
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Social media transforms the path to and from
purchase
Social media is a FOOD
discovery medium
An architecture of influence Has emergedINDEX
THE PATH TO AND FROM PURCHASE
Transforming food culture
An antidote to isolation
“Someone like me”
An architecture of influence
The dominant source of food info
Food discovery
Influence and “real people”
Deals and recipes
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© 2012 MSLGROUP P40
A NEW PATH TO PURCHASE
Forrester model
Purchase Funnel gives way to Connected Circle
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© 2012 MSLGROUP P41
“RESEARCH” BEFORE TRYING OR BUYING
We use social media to mitigate risk• To get the best value and make the most informed decisions
• We assess opinions from review websites, online forums, and personal networks
• Decisions based on the number of stars, reviews and caliber of comments
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© 2012 MSLGROUP P42
We add our experiences and opinions to the user-generatedreview process
• Usually when we’re really upset or really impressed
RANT OR RAVE AFTER
WE’VE EATEN & SHOPPED
“I love this juice!”
“The worst!”
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© 2012 MSLGROUP P43
EXAMPLE: LEIGH BUYS A GRILL
•
Pre-shop experience:• Broadly queried Facebook
friends about grills
• Read reviews on multipleretail websites
• Joined 20,000+ followersof Weber on Twitter
• Became a member of anonline grill forum
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EXAMPLE: LEIGH BUYS A GRILL
•Leigh chooses a Weber Summit Series grill
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EXAMPLE: LEIGH BUYS A GRILL
•
Post-shop experience:• Posted pictures of the grill on
• Posted pictures of the grill’sfirst meal from her husband’sbirthday party
Leigh loves the new grill and her new salmon recipe
and now her 500+ Facebook friends know about it too!
Salmon from AllRecipes.com; it had 5 stars andover 100,000 people saved it. So, obviously it
was really good!
Leigh Scott
OPPORTUNITIES
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Think about more closely integrating shopper
marketing with social media functions• Consumers have closer ties to stores
• Could better account for the full circle of purchase engagement
Win points with the extraordinary• Dependable and predictable doesn’t win raves
Manage negative issues within microseconds• Should big brands now manage issues with 24/7 situation rooms?
OPPORTUNITIES
INDEX
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Influence is accorded
TO “Real People”
Social media is a FOOD
discovery medium
An architecture of influence Has emergedINDEX
INFLUENCE AND “REAL PEOPLE”
Transforming food culture
An antidote to isolation
“Someone like me”
An architecture of influence
The dominant source of food info
Food discovery
The path to and from purchase
Deals and recipes
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© 2012 MSLGROUP P48
INFLUENCE STARTS
WITH A PERSON
Consumers prefer to hearfrom people who eat food,not entities who sell it
Social Media makesconsumers savvy• They don’t tolerate artificiality
in voice or motive
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Consumers follow people on Twitter, become friends onFacebook and read blogs of people with:
• Authentic voices
• Sincere posts
• Meaningful content
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36%
INFLUENCE TRACKS TO INTIMACY
F18a. Which of these would be likely to lead you to consider purchasing a new brand of food or beverage you haven't tried before in the following situations? n=1,641
Most influential on purchasing a new brand
of food or beverage
30%
20%
17%
14%
13%
11%
7%
19%
A close friend recommended it online
A friend other than a close
friend recommended it
It got high ratings from lots of people like me
including people I am on a social network with
It got high ratings from lots of people like me
online, but nobody I know
A food writer or commentator recommended it
A food manufacturer that makes things
that I like recommended it
A food retailer that sells things that I like
recommended it
No one I know recommended it, but trying it
would give me a great story to share
None of these
?
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© 2012 MSLGROUP P51
WHAT IS REAL?
Real is Relevant (quality)• Exceptional product that delivers on its promise consistent
with company’s mission
Has a Face (narrative)• Distinct personality or actual person(s) with a coherent message
Has Friends (opinions)• Other real people, like you, talk for you and recommend you
?
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WHAT IS REAL?
Real Shares (knowledge)• Offers information, humor, beauty, soulfulness and generosity
Is Like-able (shared values)• Reflects shared values, interests, health concerns and aspirations
Reveals Itself (transparency)• Stories of struggles, mishaps and revelations show character and
demonstrate integrity
DEALS & THE REAL DEAL
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Strictly Transactional(lowest price substitutable)
Personal Relationship(real people loyalty)
“Like” in order to receive
coupons and deals
“Like” & “Friend” to build real
relationships with real people
An effective social
media strategy
DEALS & THE REAL DEAL
•Transactional relationships promote trial and re-trial
• Personal relationships are more durable and valuable
TRANSACTIONAL RELATIONSHIPS
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Benefits of coupons & deals• Consumers want to save money
• Easy way for people to take notice
• Opportunity for low-risk sampling
• Stimulates trial and re-trial
•Engenders appreciation and curiosity
Drawbacks
• Savings don’t necessarily equal loyalty
•
Deals hold more appeal than product• No guarantee people will pay full price later
• Creates fickle and conditional consumers
TRANSACTIONAL RELATIONSHIPS
PERSONAL RELATIONSHIPS
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© 2012 MSLGROUP P55
PERSONAL RELATIONSHIPS
Benefits of buildingreal relationships
• Builds a personal and emotional relationshipwith your brand
• Brand becomes a marker of identity and self-expression, which translates into real loyalty
Drawbacks
• Needs a Real Person or People to bethe face of the brand
•
Can’t control the conversation
OPPORTUNITIES
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OPPORTUNITIES
Stay relevant by listening to what consumers want and givingit to them
Use an engaging and consistent voice and tone
Engender trust and credibility with reviews
Enrich consumers lives and give them value beyond
product and savings
Aspire to be a likeable brand that’s a talisman of identity and
aspiration – but don’t kid yourself
Use personal stories to help establish intimacy and trust
with consumers
C l tI fl i d dS i l di i FOODA hit t f i fl H d
INDEX
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© 2012 MSLGROUP P57
Consumers welcome two
things from companies:
Deals and recipes
Influence is accorded
TO “Real People”
Social media is a FOOD
discovery medium
An architecture of influence Has emerged
DEALS AND RECIPES
Transforming food culture
An antidote to isolation
“Someone like me”
An architecture of influence
The dominant source of food info
Food discovery
The path to and from purchase
Influence and “real people”
INDEX
ARE BRANDS WINNING FRIENDS ONLINE?
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© 2012 MSLGROUP P58
52%
ARE BRANDS WINNING FRIENDS ONLINE?
• If a deal is really good, consumers will use social media to share it
• Consumers want to maximum value with minimal marketing clutter
• They will quickly sever relationships that fail to deliver
Of Facebook users “like” a food or beverage
company or brand to get discounts or coupons
PEOPLE HAVE “FRIENDS”
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PEOPLE HAVE “FRIENDS”
WHO
Most consumers
Individual
Brands/Bloggers
# FRIENDS
200-300
1000+
WHO ARE THE FRIENDS?
• Friends & family
• Acquaintances
• Friends & family
• Acquaintances• Loyal followers
• Fans
PURPOSE
• Intimacy
• Keeping current
• Intimacy
• Keeping current• Brand building
• Relevance
• Shared Values
BUSINESSES HAVE “LIKES”
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BUSINESSES HAVE “LIKES”
What # Likes Who are the likes? Purpose & Meaning
Big Brand Person Mark Bittman 36,016 • Home cooks
• Food involved fans
• Knowledge
• Shared Values
What # Likes Who are the likes? Purpose & Meaning
Small/Local Brand Molly Moon 5,376
Blue Bottle Coffee 11,045
• Customers
•Supporters
• Updates on flavors/products
•Shared Values
• Personally identity
What # Likes Who are the likes? Purpose & Meaning
Retailer Starbucks 26,589,185
Whole Foods 767,000
Target 7,933,025
• Customers • Recipes and tips
• Store events and savings
• Consumers share experiences
What # Likes Who are the likes? Purpose & Meaning
CPG Brand Cheerios 589,422
Heinz Ketchup 890,000
Coca Cola 36,6000,000
• Consumers • Coupons and saving
• Recipes
OPPORTUNITIES FOR BRANDS
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© 2012 MSLGROUP P61
OPPORTUNITIES FOR BRANDS
Find ways to emulate small and local brands
• Origin stories
• Internal champions and experts with a face and a voice
Satisfy and feed the giveaway beast but engage consumerswhile inducing them
Occasionally offer extraordinary deals that are highly sharable
Balance deals with recipes – the latter is a more intimate basis
for a relationship
Don’t act like an FSI in social circles!
CONTACTS
7/30/2019 Social & Digital Media Changing Food Culture
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CONTACTS
Steve Bryant
Director, Food and BeverageMSLGROUP Americas
Steve.Bryant@mslgroup.com
206.313.1588
Blaine Becker
Senior Director, Marketing & BusinessRelations, the Hartman Group
blaine@hartman-group.com 425.452.0818 ex. 124
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