Social Media Communities Impacting the Industry at Large

Friday, February 18th at 7:45 AM

Case Study: 
 The peanut butter recall of 2009

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Consumers embraced social media
In the US: §  FDA Peanut Butter Recall widget was used 1.4M times in just 9 days following launch, and appeared on over 5,000 different websites (Feb. 2009) §  FDA Recalls Twitter feed had over 1,600 followers (Feb. 2009) §  FDA’s Peanut Butter Recall blog received over 14,000 total pageviews within a month of the FDA announcement

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Consumers embraced social media
… and around the world: §  Organizations such as the Canadian Food Inspection Agency (CFIA) and the UK’s Food Standards Agency (FSA) leveraged social media to warn consumers about contaminated brands like Just Desserts, Tree Huggin’ Treats and Luna Bars

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Twi3er  Messaging  

Bu3ons  &  Badges  

Podcasts  

Bloginars  

Recall  Blog  

Social  Networking  Sites  

Widgets  

Online  Video  
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Mobile  content    

Consumers expressed their peanut butter fears (and passions) online

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Online conversations turned negative

Pre-recall
Source: Nielsen – Brand Association Map (2009)
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Post-recall

Avoid getting caught in the crossfire

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Cases around the world

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