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

© 2012 MSLGROUP

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FOOD & NUTRITION TRENDS 2012
Our Annual Food Trends Forecast

© 2012 MSLGROUP

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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 world’s 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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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 isn’t
• Analysis of web traffic and usage data • Review of best practices among food & beverage marketers

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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)

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

“What’s on the label?”
© 2012 MSLGROUP

“What’s in the recipe?”

“Show me the picture!”
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OPPORTUNITIES FOR BRANDS
• Rethink every assumption about food marketing
• Don’t assume continuity of food traditions

• The big changes we’re 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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

“There’s no dining table … We all eat on the couch with the TV, tablets, phones. We hang out all the time so it’s not like we have to talk and eat.”

Social media is becoming our standby mealtime companion
© 2012 MSLGROUP P15

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
© 2012 MSLGROUP P16

A CURE FOR THE ISOLATION OF MOTHERHOOD

Social media engagement rises significantly with motherhood
• A second wave of this study will cover moms only

© 2012 MSLGROUP

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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 brand’s representatives?

Offer consumers company at mealtime
Invite consumers to share their meal experiences with communities

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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WHAT DO PEOPLE LIKE ME THINK AND DO?
Consumers are tapping into each other’s 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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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TWO TYPES OF REAL
Opinions of the masses as “real people”

© 2012 MSLGROUP

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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, don’t 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 don’t like

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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THREE PROTOTYPES & THEIR ROLES

Spectator
384 friends

Dreamer
1,100 friends

Doer
7,000 friends

© 2012 MSLGROUP

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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
© 2012 MSLGROUP P29

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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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
© 2012 MSLGROUP

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

© 2012 MSLGROUP

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OPPORTUNITIES FOR BRANDS

Don’t 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?

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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%

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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A NEW PATH TO PURCHASE
Purchase Funnel gives way to Connected Circle

Forrester model

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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RANT OR RAVE AFTER WE’VE EATEN & SHOPPED
We add our experiences and opinions to the user-generated review process
• Usually when we’re really upset or really impressed

“I love this juice!”

“The worst!”
© 2012 MSLGROUP P42

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

© 2012 MSLGROUP

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EXAMPLE: LEIGH BUYS A GRILL
• Leigh chooses a Weber Summit Series grill

© 2012 MSLGROUP

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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 grill’s first meal from her husband’s 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

Win points with the extraordinary
• Dependable and predictable doesn’t win raves

Manage negative issues within microseconds
• Should big brands now manage issues with 24/7 situation rooms?

© 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

INFLUENCE AND “REAL PEOPLE”
Deals and recipes

© 2012 MSLGROUP

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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 don’t tolerate artificiality in voice or motive

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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 company’s 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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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 don’t necessarily equal loyalty • Deals hold more appeal than product • No guarantee people will pay full price later • Creates fickle and conditional consumers

© 2012 MSLGROUP

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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 • Can’t control the conversation

© 2012 MSLGROUP

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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 that’s a talisman of identity and aspiration – but don’t kid yourself Use personal stories to help establish intimacy and trust with consumers

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

© 2012 MSLGROUP

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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

Don’t act like an FSI in social circles!

© 2012 MSLGROUP

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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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