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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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© 2015 Brandwatch.com
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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
#brandwatchtips
A download and recording of the webinar will be made available after the event
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© 2015 Brandwatch.com
Coming Up
• Food 2020: The Consumer as CEO
• Defining the Market
• Mitigating Risk
• Uncovering Opportunities
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power shift
Information is Power Power is shifting to MILLONS OF INDIVIDUALS
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Who Are THEY?
GENERAL POPULATION
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Information Seekers
the
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• 48% of Food Involved
• Push Opinions 4+x per week
the
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They Are Opinion ‘Pushers’
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46% Parents
48% under 35 years old
62% Female
Income WELL above average
the
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Worry about processing
Buying more fresh, less packaged and prepared foods
the
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E-vangelists Are Small, But Mighty Influence
22% Evangelists
44% Involved
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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
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They Are The ‘Friends And Family’ The Food Involved Are Paying Attention To
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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
“
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Uninvolved
They Expect To Connect With Company Leadership ‘Socially’
48% 43% 43%
“ I want companies to offer a direct line of communication with management
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They Do Their Homework
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They Change Policy
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? So, How Do We Reach And Move Them?
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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/
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