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SOCIAL & DIGITAL MEDIA: CHANGING FOOD CULTURE

Selected Opportunities for Food & Beverage Marketers

2012 MSLGROUP

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MSLGROUP Americas:

FOOD & BEVERAGE SPECIALTY


Food and beverage marketing and PR
Category leader in digital food and nutrition communications

Offices nationwide

Clients nationwide from farm to fork, consumer and industry focused

Part of MSLGROUP, a top-five global PR and events marketing firm

Registered Dietitians on staff; in-house culinary and nutrition center

Under the Publicis umbrella

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FOOD & NUTRITION TRENDS 2012


Our Annual Food Trends Forecast

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THE HARTMAN GROUP

Principal provider of global research on consumer culture, behaviors, trends and demand and a leading advisor on market strategy to the worlds best-known brands

The Hartman Group is internationally recognized for breakthrough perspectives on emerging and evolving consumer behaviors in health and wellness, sustainability and food culture

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FEATURING DATA AND INSIGHTS FROM CLICKS & CRAVINGS


A Hartman Group and MSLGROUP AMERICAS Syndicated Study

In tandem with smart communications counsel, the Clicks & Cravings report is a powerful tool to help brands strategize their approach to social and digital media.

CLICKS & CRAVINGS:


The Impact of Social Technology on Food Culture

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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 isnt
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)

TRANSACTIONS
(shopping)

TECHNIQUES
(preparing)

TABLE
(eating)

Media, travel, retailers, restaurants and brands introduce us to new tastes, cuisines & possibilities

Online research, shopping and sharing is part of pre-shop to post-shop experience

Video, recipe sites, blogs and our foodie friends are replacing mom and cookbooks

Virtually break bread through computers and phones (often without a table)

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NEW MODES OF FOOD CULTURE ACQUISITION

ALMOST HALF
Of consumers learn about food via social networking sites, such as Twitter and Facebook
Used to discover new foods, share food experiences, and get advice about food

40%
Learn about food via websites, apps or blogs

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CROWDSOURCING DISPLACING MOMSOURCING


Consumers formerly rely most heavily on mom and family traditions for meal planning Now search online for what to cook, without ever tasting or smelling

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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

Whats on the label?


2012 MSLGROUP

Whats in the recipe?

Show me the picture!


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OPPORTUNITIES FOR BRANDS


Rethink every assumption about food marketing
Dont assume continuity of food traditions

The big changes were seeing can drive big shifts in market share take risks now to exploit them Plan for a remade market led by Millennials and the Connected Generation

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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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INTIMACY IN ABSENTIA
Contemporary life often finds us 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 which makes social media and food a perfect pair

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EATING ALONE, BUT TOGETHER


45%
When we eat alone, we can still be together 45% of all adult meals are alone

39%
39% of consumers engage in social media while eating, often during lunch

Theres no dining table We all eat on the couch with the TV, tablets, phones. We hang out all the time so its not like we have to talk and eat.

Social media is becoming our standby mealtime companion


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CONNECTED EATING: FOIL TO ISOLATION

36%
29%

Texted with a friend or family member

Used a social networking site/app AT HOME

18%

Used a social networking site/app AWAY FROM HOME

DOMINANT REASONS: To stay in touch with friends and family & to relieve boredom
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A CURE FOR THE ISOLATION OF MOTHERHOOD

Social media engagement rises significantly with motherhood


A second wave of this study will cover moms only

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OPPORTUNITIES FOR BRANDS

Dive deep and understand if there is a place for your brand at the table
Can mealtime present a chance to talk with your brands representatives?

Offer consumers company at mealtime


Invite consumers to share their meal experiences with communities

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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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WHAT DO PEOPLE LIKE ME THINK AND DO?


Consumers are tapping into each others expertise
Blogs, recipe forums and review sites appeal because they represent the knowledge and experiences of people like me

KATIE
Gluten-free

Avid baker
Loves to entertain

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PEOPLE LIKE ME
Expertise and reliability are created through:

MAX

384 friends

RATINGS: When people approve of you

FOLLOWERS: When people listen to you

MENTIONS: When people talk about you

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TWO TYPES OF REAL


Opinions of the individual as a real person

The home-grown expert blogger

The personable celebrity

My foodiest friend

My mom

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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, dont 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 discuss your products


Sharing what they like and dont like

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INDEX An architecture of influence Has emerged

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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THREE PROTOTYPES & THEIR ROLES

Spectator
384 friends

Dreamer
1,100 friends

Doer
7,000 friends

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THE SPECTATOR
PASSIVE

The Spectator
Social media is life as lived today Consumes content Socializes

384 friends

Julie is like most people


Julie is a consumer of useful information, news, entertainment and good deals

ACTIVE
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THE DREAMER
PASSIVE

The Dreamer
Active social media user Consumes people Curates content

1,100 friends

Lisa is very social


Lisa curates and pushes content to her social network that reflects her style & sensibilities

ACTIVE
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THE DOER
PASSIVE

The Doer
Core in both food & social media Creates content Inspires followers

7,000 friends

Natalie is a brand
Natalie is well positioned to be the voice of other brands, if she really likes them

ACTIVE
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OPPORTUNITIES FOR BRANDS

Segment communications by type but address the whole ecosystem of referral To be social on social media, know the actors, follow the netiquette, and step into the flow of conversations

CONSUMER

BRAND
INFLUENCER

REVIEW

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INDEX An architecture of the dominant source of Online media now influence Has emerged food information
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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TIME READING AND LEARNING ABOUT FOOD

46%
31%

Spend more time engaged online about food

Equally engaged with online and print about food

23%

Spend more time engaged with print about food

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MULTIPLE MEDIA REMAIN RELEVANT


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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31%

29%
28% 25% 25% 24% 17% 15% 13% 13% 12% 9% 7%
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FUTURE: Among Millennials, online recipe resources now more valuable than cookbooks or food shows on TV; print in stark decline

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OPPORTUNITIES FOR BRANDS

Dont bet on any one medium at this point Gear strategy to generation, especially when it comes to print

Track emergent channels like in-store apps


Do consumers want to talk with you while in store?

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INDEX An architecture of influence Has emerged Social media is a FOOD discovery medium
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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SOCIAL MEDIA DISCOVERS


Food topics most interested in when using social networking sites
New restaurants to try
Restaurants to avoid

37%
26%

Meal planning (e.g., new recipes to make)

25% 22%

New types of foods or beverages to try (such as ingredients, cuisines)


New brands of foods or beverages to try Nutrition and ingredients

21% 20% 17%

Foods or beverages to avoid Alerts about food safety (e.g., product recall)

14%

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OPPORTUNITIES FOR BRANDS

Join the consumer journey and share your discoveries

Reveal a steady stream of welcome information


Tie your brand to restaurant discoveries Beware and prepare for product safety scares in social media

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INDEX is of influence path to and from An architecturea FOOD Social media transforms the Has emerged discovery purchase medium
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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A NEW PATH TO PURCHASE


Purchase Funnel gives way to Connected Circle

Forrester model

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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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RANT OR RAVE AFTER WEVE EATEN & SHOPPED


We add our experiences and opinions to the user-generated review process
Usually when were really upset or really impressed

I love this juice!

The worst!
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EXAMPLE: LEIGH BUYS A GRILL


Pre-shop experience:
Broadly queried Facebook friends about grills Read reviews on multiple retail websites Joined 20,000+ followers of Weber on Twitter

Became a member of an online 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


Leigh Scott

Post-shop experience:
Posted pictures of the grill on Facebook Posted pictures of the grills first meal from her husbands birthday party

Salmon from AllRecipes.com; it had 5 stars and over 100,000 people saved it. So, obviously it was really good!

Leigh loves the new grill and her new salmon recipe and now her 500+ Facebook friends know about it too!
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OPPORTUNITIES

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 doesnt win raves

Manage negative issues within microseconds


Should big brands now manage issues with 24/7 situation rooms?

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INDEX An architecture of influence Has emerged Social media is a FOOD Influence is accorded discovery medium TO 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

INFLUENCE AND REAL PEOPLE


Deals and recipes

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INFLUENCE STARTS WITH A PERSON


Consumers prefer to hear from people who eat food, not entities who sell it Social Media makes consumers savvy
They dont tolerate artificiality in voice or motive

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Consumers follow people on Twitter, become friends on Facebook and read blogs of people with:
Authentic voices Sincere posts Meaningful content

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INFLUENCE TRACKS TO INTIMACY


Most influential on purchasing a new brand of food or beverage
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

36% 30% 20% 17% 14% 13% 11% 7% 19%

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
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WHAT IS REAL?
Real is Relevant (quality)
Exceptional product that delivers on its promise consistent with companys 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

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DEALS & THE REAL DEAL


Transactional relationships promote trial and re-trial Personal relationships are more durable and valuable

Strictly Transactional
(lowest price substitutable)

Personal Relationship
An effective social media strategy
(real people loyalty)

Like in order to receive coupons and deals

Like & Friend to build real relationships with real people

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TRANSACTIONAL RELATIONSHIPS
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 dont necessarily equal loyalty Deals hold more appeal than product No guarantee people will pay full price later Creates fickle and conditional consumers

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PERSONAL RELATIONSHIPS
Benefits of building real relationships
Builds a personal and emotional relationship with your brand Brand becomes a marker of identity and selfexpression, which translates into real loyalty

Drawbacks
Needs a Real Person or People to be the face of the brand Cant control the conversation

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OPPORTUNITIES
Stay relevant by listening to what consumers want and giving it 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 thats a talisman of identity and aspiration but dont kid yourself Use personal stories to help establish intimacy and trust with consumers

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INDEX An architecture of influence Social media is a FOOD Influence is accorded Consumers welcome two Has emerged discovery medium TO Real People things from companies: 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

DEALS AND RECIPES

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ARE BRANDS WINNING FRIENDS ONLINE?

52%

Of Facebook users like a food or beverage company or brand to get discounts or coupons

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

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PEOPLE HAVE FRIENDS


WHO
Most consumers

# FRIENDS
200-300

WHO ARE THE FRIENDS?


Friends & family Acquaintances

PURPOSE
Intimacy Keeping current

Individual Brands/Bloggers

1000+

Friends & family Acquaintances Loyal followers Fans

Intimacy Keeping current Brand building Relevance Shared Values

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BUSINESSES HAVE LIKES


What
Big Brand Person

# Likes
Mark Bittman 36,016

Who are the likes?


Home cooks Food involved fans

Purpose & Meaning


Knowledge Shared Values

What
Small/Local Brand

# Likes
Molly Moon 5,376 Blue Bottle Coffee 11,045

Who are the likes?


Customers Supporters

Purpose & Meaning


Updates on flavors/products Shared Values Personally identity

What
Retailer

# Likes
Starbucks 26,589,185 Whole Foods 767,000 Target 7,933,025

Who are the likes?


Customers

Purpose & Meaning


Recipes and tips Store events and savings Consumers share experiences

What
CPG Brand

# Likes
Cheerios 589,422 Heinz Ketchup 890,000 Coca Cola 36,6000,000

Who are the likes?


Consumers

Purpose & Meaning


Coupons and saving Recipes

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OPPORTUNITIES FOR BRANDS


Satisfy and feed the giveaway beast but engage consumers while inducing them

Occasionally offer extraordinary deals that are highly sharable


Balance deals with recipes the latter is a more intimate basis for a relationship

Find ways to emulate small and local brands


Origin stories Internal champions and experts with a face and a voice

Dont act like an FSI in social circles!

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CONTACTS
Steve Bryant
Director, Food and Beverage MSLGROUP Americas Steve.Bryant@mslgroup.com 206.313.1588

Blaine Becker
Senior Director, Marketing & Business Relations, the Hartman Group

blaine@hartman-group.com 425.452.0818 ex. 124

2012 MSLGROUP

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