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Culture Documents
2012 MSLGROUP
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MSLGROUP Americas:
Offices nationwide
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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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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.
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What it isnt
Analysis of web traffic and usage data Review of best practices among food & beverage marketers
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INDEX
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TRADITIONS
(meal planning)
TRANSACTIONS
(shopping)
TECHNIQUES
(preparing)
TABLE
(eating)
Media, travel, retailers, restaurants and brands introduce us to new tastes, cuisines & possibilities
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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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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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
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
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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.
36%
29%
18%
DOMINANT REASONS: To stay in touch with friends and family & to relieve boredom
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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?
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INDEX
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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KATIE
Gluten-free
Avid baker
Loves to entertain
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PEOPLE LIKE ME
Expertise and reliability are created through:
MAX
384 friends
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My foodiest friend
My mom
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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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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
ACTIVE
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THE DREAMER
PASSIVE
The Dreamer
Active social media user Consumes people Curates content
1,100 friends
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
2012 MSLGROUP P29
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
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46%
31%
23%
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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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Dont bet on any one medium at this point Gear strategy to generation, especially when it comes to print
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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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37%
26%
25% 22%
Foods or beverages to avoid Alerts about food safety (e.g., product recall)
14%
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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
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Forrester model
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The worst!
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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!
2012 MSLGROUP P45
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
2012 MSLGROUP
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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
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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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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
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WHAT IS REAL?
Real Shares (knowledge)
Offers information, humor, beauty, soulfulness and generosity
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Strictly Transactional
(lowest price substitutable)
Personal Relationship
An effective social media strategy
(real people loyalty)
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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
2012 MSLGROUP
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52%
Of Facebook users like a food or beverage company or brand to get discounts or coupons
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# FRIENDS
200-300
PURPOSE
Intimacy Keeping current
Individual Brands/Bloggers
1000+
2012 MSLGROUP
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# Likes
Mark Bittman 36,016
What
Small/Local Brand
# Likes
Molly Moon 5,376 Blue Bottle Coffee 11,045
What
Retailer
# Likes
Starbucks 26,589,185 Whole Foods 767,000 Target 7,933,025
What
CPG Brand
# Likes
Cheerios 589,422 Heinz Ketchup 890,000 Coca Cola 36,6000,000
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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
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