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Semelhante a National Confectioners Association - Social Media and Confections (20)
National Confectioners Association - Social Media and Confections
- 1. 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
- 2. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
Right Now: Skittles is Experimenting
Where to go
from here:
Excitement! - Sustain
Impressive! - Converse
- Integrate
Tweets in 24 hours: 13,000
Abuse of the system; no filters?
Launch Day 2 Day 3 Future?
Critiques from Bloggers:
“Does Skittles control the @Skittles account? Nope!”
“Does Skittles actively participate in discussions on Twitter? Nope!”
© 2009 | New Media Strategies
“Does Mars, Inc., its parent company participate on Twitter? Nope!” www.newmediastrategies.net
- 3. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
Right Now: Thousands are Buzzing on Twitter
Chocolate: 226,000 tweets Sprite: 10,000 tweets
Reese’s Peanut Butter Cups: 1,500 tweets
Cadbury: 7,000 tweets Gummy Bears: 2,000 tweets
Jelly Belly: 1,200 tweets
Cheetos: 6,000 tweets
Pepsi: 31,000 tweets
© 2009 | New Media Strategies www.newmediastrategies.net
- 4. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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'.”
© 2009 | New Media Strategies www.newmediastrategies.net
- 5. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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:
© 2009 | New Media Strategies www.newmediastrategies.net
- 6. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
Media Consumption in 2003
Undivided Skim Paper during
Attention Background TV News
during dinner
Morning
Talk Shows
Check
Headlines
Radio
During ride
State of Mind
home
AM
Radio
TV on in
background
Media
Morning Lunch Midday Commute Evening
Time Out
* Source: National Journal Group, Washington in the Information Age
© 2009 | New Media Strategies www.newmediastrategies.net
- 7. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
Media Consumption Today
Read
Undivided Search the Check News and
before
bed
Attention Mobile at Web Watch
email sitcoms
during dinner
stoplights YouTube
Skim email or Hulu Skim blogs
& at lunch
Morning Facebook
TV Radio
during
commute
Radio
during
State of Mind
drive
Scan
Late-Night
emails
Email &
social
networking
Glance at
magazines
Weather Watch
Online TV in
office
lobby Emails before
bed
Media Morning Lunch Midday Commute Evening
Time Out * Source: National Journal Group, Washington in the Information Age
© 2009 | New Media Strategies www.newmediastrategies.net
- 8. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
At the Same Time: Increased Participation, Creation, Platforms
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
watch listen
define create share
© 2009 | New Media Strategies www.newmediastrategies.net
- 9. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
The Human Element is Back
“We're moving away from 'users,'
'customers,' and 'shoppers.'
Social media is bringing back the
human element to all digital
interaction.”
- ReadWriteWeb (January 2009)
© 2009 | New Media Strategies www.newmediastrategies.net
- 10. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
The Rules of Endorsements Have Changed
Both Personas: Acceptable
Michael Phelps:
College Student
Michael Phelps:
Both Personas: Unacceptable
Spokesman
© 2009 | New Media Strategies www.newmediastrategies.net
- 11. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
A New Kind of Market Intelligence
Tropicana Packaging
Made a big change
Reactions were not favorable
Tropicana listened
Tropicana changed their
strategy
Brand-Driven Decision Consumer-Driven Decision
© 2009 | New Media Strategies www.newmediastrategies.net
- 12. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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)
© 2009 | New Media Strategies www.newmediastrategies.net
- 13. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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 “From that moment on,
Hour later, receives phone call
it was the best
Sets up new installation
Follow-up phone call after the installation customer experience
Shares story with hundreds of influencers I’ve had in my life.”
- Twitterer, 1300 followers
© 2009 | New Media Strategies www.newmediastrategies.net
- 14. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
From the Blogger’s Mouth
Why do I blog? Why does anyone?
Why does my blog matter?
Why does the blogosphere matter?
© 2009 | New Media Strategies www.newmediastrategies.net
- 15. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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?
© 2009 | New Media Strategies www.newmediastrategies.net
- 16. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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?
© 2009 | New Media Strategies www.newmediastrategies.net
- 17. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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
© 2009 | New Media Strategies www.newmediastrategies.net
- 18. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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?
© 2009 | New Media Strategies www.newmediastrategies.net
- 19. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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.
© 2009 | New Media Strategies www.newmediastrategies.net
- 20. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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.
© 2009 | New Media Strategies www.newmediastrategies.net
- 21. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
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
© 2009 | New Media Strategies www.newmediastrategies.net
- 22. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing
Thank you. Questions?
Pete Snyder Jon Eick
Web: www.newmediastrategies.net Web: www.newmediastrategies.net
Blog: www.newmediastrategies.net/blog Blog: http://sogoodblog.com/
Twitter: www.twitter.com/PeteSnyder Twitter: www.twitter.com/SoGoodBlog
Email: pete@newmediastrategies.net Email: jeick@newmediastrategies.net
Phone: (703) 253-0050 x 111 Phone: (703) 253-0050 x 165
© 2009 | New Media Strategies www.newmediastrategies.net