Social & Digital Media Changing Food Culture

7/30/2019 Social & Digital Media Changing Food Culture

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© 2012 MSLGROUP P1

SOCIAL & DIGITAL MEDIA:

CHANGING FOOD CULTURE

Selected Opportunities for

Food & Beverage Marketers



© 2012 MSLGROUP P2

MSLGROUP Americas:

FOOD &

BEVERAGESPECIALTY

Food and beverage marketing and PR

• Category leader in digital food andnutrition communications

Clients nationwide from farm to fork,

consumer and industry focused

Registered Dietitians on staff;in-house culinary and nutritioncenter

Offices nationwide

Part of MSLGROUP, a top-five global

PR and events marketing firm

Under the Publicis umbrella



© 2012 MSLGROUP P3

FOOD & NUTRITION TRENDS 2012Our Annual Food Trends Forecast



© 2012 MSLGROUP P4

• Principal provider of global researchon consumer culture, behaviors, trendsand demand and a leading advisoron market strategy to the world’s

best-known brands

• The Hartman Group is internationallyrecognized for breakthrough perspectiveson emerging and evolving consumerbehaviors in health and wellness,sustainability and food culture

THE HARTMAN GROUP



© 2012 MSLGROUP P5

FEATURING DATA AND INSIGHTS FROM CLICKS & CRAVINGS A Hartman Group and MSLGROUP AMERICAS Syndicated Study

CLICKS & CRAVINGS:The Impact of Social Technology on Food Culture

In tandem with smart communicationscounsel, the Clicks & Cravings reportis a powerful tool to help brandsstrategize their approach to socialand digital media.



© 2012 MSLGROUP P6

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


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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



NEW MODES OF FOOD

CULTURE ACQUISITION

TRADITIONS(meal planning)

Media, travel,retailers, restaurantsand brands introduce

us to new tastes,cuisines & possibilities

TRANSACTIONS(shopping)

Online “research,”shopping and sharingis part of pre-shop to

post-shop experience

TECHNIQUES(preparing)

Video, recipe sites,blogs and our foodiefriends are replacing

mom and cookbooks

TABLE(eating)

Virtually break breadthrough computersand phones (often

without a table)



ALMOST

HALF

Of consumers learn aboutfood via social networkingsites, such as Twitter andFacebook

• Used to discover new foods,share food experiences, andget advice about food

40%Learn about food viawebsites, apps or blogs

NEW MODES OF FOOD

CULTURE ACQUISITION



Consumers formerlyrely most heavily on mom

and family traditions formeal planning

Now search online for

what to cook, without evertasting or smelling

CROWDSOURCING

DISPLACING

MOMSOURCING



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?”

“What’s in the

recipe?”

“Show me the

picture!”



• Rethink every assumptionabout food marketing

• Don’t assume continuityof food traditions

•

The big changes we’re seeingcan drive big shifts in marketshare – take risks now toexploit them

• Plan for a remade market ledby Millennials and theConnected Generation

OPPORTUNITIES FOR BRANDS



INDEX

AN ANTIDOTE TO ISOLATION

Transforming food culture




Food discovery



Deals and recipes



INTIMACY IN ABSENTIA

Contemporary life often findsus 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 whichmakes social media and food a perfect pair



Social media is becoming our standby mealtime companion

“There’s no dining table … We all eaton the couch with the TV, tablets,

phones. We hang out all the time soit’s not like we have to talk and eat.”

EATING ALONE, BUT TOGETHER

When weeat alone, we canstill be together

45% of alladult mealsare alone

45%

39% of consumers

engage in socialmedia whileeating, oftenduring lunch

39%



CONNECTED EATING: FOIL TO ISOLATION

Texted with a friend or family member

Used a social networking site/app AT HOME

Used a social networking site/app AWAY FROM HOME

DOMINANT REASONS:

To stay in touch with friends and family & to relieve boredom

36%

29%

18%



A CURE FOR THE ISOLATION

OF MOTHERHOOD

Social media engagementrises significantly withmotherhood• A second wave of this study will

cover moms only




Dive deep and understandif there is a place for yourbrand at the table• Can mealtime present a chance to talk

with your brand’s representatives?

Offer consumers company atmealtime

Invite consumers to sharetheir meal experiences withcommunities



INDEX

“SOMEONE LIKE ME”





Food discovery



Deals and recipes



KATIE

• Gluten-free

• Avid baker

• Loves to

entertain

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”



Expertise and reliability are created through:

PEOPLE “LIKE ME”

RATINGS: When peopleapprove of you

MAX

FOLLOWERS: When peoplelisten to you

MENTIONS: When peopletalk about you

384 friends



TWO TYPES OF REAL

The home-grown

expert blogger

The personable

celebrity

My foodiest friend My mom

Opinions of the individual as a “real person”



TWO TYPES OF REAL

Opinions of the masses as “real people”




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 discussyour products• Sharing what they like and don’t like



An architecture of influence Has emergedINDEX

AN ARCHITECTURE OF INFLUENCE





Food discovery



Deals and recipes



© 2012 MSLGROUP P26

THREE PROTOTYPES & THEIR ROLES

Spectator

384 friends

Dreamer

1,100 friends

Doer

7,000 friends

http://bakeanddestroy.net/wp-content/uploads/2006/12/cropped.jpg

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THE SPECTATOR

The SpectatorSocial media is lifeas lived today

• Consumes content• Socializes

Julie is like most people

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

384 friends

PASSIVE

ACTIVE




The DreamerActive social media user

• Consumes people• Curates content

Lisa is very social

Lisa curates and pushes contentto her social network that reflects

her style & sensibilities

THE DREAMER

1,100 friends

PASSIVE

ACTIVE

http://1.bp.blogspot.com/-j-l2RWi89co/TsVjX3Tj3NI/AAAAAAAAAzo/rxDRFKp3y_g/s1600/DSC_0197.JPG




The DoerCore in both food& social media

• Creates content• Inspires followers

THE DOER

Natalie is a brand

Natalie is well positioned to be the voiceof other brands, if she really likes them

7,000 friends

PASSIVE

ACTIVE

http://bakeanddestroy.net/wp-content/uploads/2006/12/cropped.jpg





CONSUMER

BRAND

INFLUENCER

REVIEW

Segment communications bytype but address the wholeecosystem of “referral”

To be social on social media,know the actors, follow thenetiquette, and step into theflow of conversations




Online media now the dominant source of food

information


THE DOMINANT SOURCE OF FOOD INFO





Food discovery



Deals and recipes




Spend more time engaged online about food

Equally engaged with online and print about food

Spend more time engaged with print about food

46%

31%

23%

TIME READING AND LEARNING ABOUT FOOD




MULTIPLE MEDIA REMAIN RELEVANT

31%

29%

28%

25%

25%

24%

17%

15%

13%

13%

12%

9%

7%

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




FUTURE: Among Millennials, online recipe resourcesnow more valuable than cookbooks or food showson TV; print in stark decline




Don’t bet on any one medium at this point

Gear strategy to generation, especially whenit comes to print

Track emergent channels like in-store apps• Do consumers want to talk with you while in store?





Social media is a FOOD

discovery medium


FOOD DISCOVERY








Deals and recipes




SOCIAL MEDIA DISCOVERS

New restaurants to try

Restaurants to avoid

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

New types of foods or beverages to try (such as

ingredients, cuisines)

New brands of foods or beverages to try

Nutrition and ingredients

Foods or beverages to avoid

Alerts about food safety (e.g., product recall)

37%

Food topics most interested in when using socialnetworking sites

22%

21%

25%

26%

17%

14%

20%

O O S O S




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 scaresin social media

INDEX




Social media transforms the path to and from

purchase


discovery medium


THE PATH TO AND FROM PURCHASE






Food discovery


Deals and recipes




A NEW PATH TO PURCHASE

Forrester model

Purchase Funnel gives way to Connected Circle




“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




We add our experiences and opinions to the user-generatedreview process

• Usually when we’re really upset or really impressed

RANT OR RAVE AFTER

WE’VE EATEN & SHOPPED

“I love this juice!”

“The worst!”




EXAMPLE: LEIGH BUYS A GRILL

•

Pre-shop experience:• Broadly queried Facebook

friends about grills

• Read reviews on multipleretail websites

• Joined 20,000+ followersof Weber on Twitter

• Became a member of anonline grill forum





•Leigh chooses a Weber Summit Series grill





•

Post-shop experience:• Posted pictures of the grill on

Facebook

• Posted pictures of the grill’sfirst meal from her husband’sbirthday party

Leigh loves the new grill and her new salmon recipe

and now her 500+ Facebook friends know about it too!

Salmon from AllRecipes.com; it had 5 stars andover 100,000 people saved it. So, obviously it

was really good!

Leigh Scott

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?

OPPORTUNITIES

INDEX




Influence is accorded

TO “Real People”


discovery medium


INFLUENCE AND “REAL PEOPLE”






Food discovery


Deals and recipes




INFLUENCE STARTS

WITH A PERSON

Consumers prefer to hearfrom people who eat food,not entities who sell it

Social Media makesconsumers savvy• They don’t tolerate artificiality

in voice or motive




Consumers follow people on Twitter, become friends onFacebook and read blogs of people with:

• Authentic voices

• Sincere posts

• Meaningful content




36%

INFLUENCE TRACKS TO INTIMACY

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

Most influential on purchasing a new brand

of food or beverage

30%

20%

17%

14%

13%

11%

7%

19%

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

?




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

?




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

DEALS & THE REAL DEAL




Strictly Transactional(lowest price substitutable)

Personal Relationship(real people loyalty)

“Like” in order to receive

coupons and deals

“Like” & “Friend” to build real

relationships with real people

An effective social

media strategy

DEALS & THE REAL DEAL

•Transactional relationships promote trial and re-trial

• Personal relationships are more durable and valuable

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

TRANSACTIONAL RELATIONSHIPS

PERSONAL RELATIONSHIPS




PERSONAL RELATIONSHIPS

Benefits of buildingreal relationships

• Builds a personal and emotional relationshipwith your brand

• Brand becomes a marker of identity and self-expression, which translates into real loyalty

Drawbacks

• Needs a Real Person or People to bethe face of the brand

•

Can’t control the conversation

OPPORTUNITIES




OPPORTUNITIES

Stay relevant by listening to what consumers want and givingit 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

C l tI fl i d dS i l di i FOODA hit t f i fl H d

INDEX




Consumers welcome two

things from companies:

Deals and recipes

Influence is accorded

TO “Real People”


discovery medium

An architecture of influence Has emerged

DEALS AND RECIPES






Food discovery



INDEX

ARE BRANDS WINNING FRIENDS ONLINE?




52%

ARE BRANDS WINNING FRIENDS ONLINE?

• 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

Of Facebook users “like” a food or beverage

company or brand to get discounts or coupons

PEOPLE HAVE “FRIENDS”




PEOPLE HAVE “FRIENDS”

WHO

Most consumers

Individual

Brands/Bloggers

# FRIENDS

200-300

1000+

WHO ARE THE FRIENDS?

• Friends & family

• Acquaintances

• Friends & family

• Acquaintances• Loyal followers

• Fans

PURPOSE

• Intimacy

• Keeping current

• Intimacy

• Keeping current• Brand building

• Relevance

• Shared Values

BUSINESSES HAVE “LIKES”




BUSINESSES HAVE “LIKES”

What # Likes Who are the likes? Purpose & Meaning

Big Brand Person Mark Bittman 36,016 • Home cooks

• Food involved fans

• Knowledge

• Shared Values


Small/Local Brand Molly Moon 5,376

Blue Bottle Coffee 11,045

• Customers

•Supporters

• Updates on flavors/products

•Shared Values

• Personally identity


Retailer Starbucks 26,589,185

Whole Foods 767,000

Target 7,933,025

• Customers • Recipes and tips

• Store events and savings

• Consumers share experiences


CPG Brand Cheerios 589,422

Heinz Ketchup 890,000

Coca Cola 36,6000,000

• Consumers • Coupons and saving

• Recipes






Find ways to emulate small and local brands

• Origin stories

• Internal champions and experts with a face and a voice

Satisfy and feed the giveaway beast but engage consumerswhile inducing them

Occasionally offer extraordinary deals that are highly sharable

Balance deals with recipes – the latter is a more intimate basis

for a relationship

Don’t act like an FSI in social circles!

CONTACTS



CONTACTS

Steve Bryant

Director, Food and BeverageMSLGROUP Americas

[email protected]

206.313.1588

Blaine Becker

Senior Director, Marketing & BusinessRelations, the Hartman Group

[email protected] 425.452.0818 ex. 124

mailto:[email protected]






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Social & Digital Media Changing Food Culture