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"How the food industry is using social media" The Cyphers Agency presentation for The National Chicken Council Annual Meeting
- 1. How the Food Industry is Using Social Media
- 2. WOMM = Word of Mouth Marketing WOMM Traditional Advertising Social Media Marketing
- 4. Today’s WOMM gives Consumers a big voice… and Brands a great opportunity.
- 5. Happy customers are powerful endorsements…
- 6. Consumers have always been credible, they just didn’t always have such reach…
- 7. Interaction instead of glazed eyeballs
- 9. Community + Promotion Community Promotion
- 11. Give them what they want
- 13. People Eat all the Time
- 14. People love to talk about eating...
- 16. Food is easy to give away
- 19. What are they saying?
- 20. Where are they saying it?
- 28. An Audience Who’s Listening to Us
- 29. An Audience Who’s Listening to Us
- 34. Clever Enough to go Viral
- 39. Traditional Gets Leveraged Online
- 40. Traditional Gets Leveraged Online
- 42. Leveraged Months Later for Great Social Media Integration
- 43. Research Strategy Creative Integration
Notas del editor
- Introduce Dave Background on Cyphers Introduce andrew We're not here to sell you on social media. We're assuming you've heard plenty about the benefits, and about what some other companies have done correctly and incorrectly in social media. We're here to show you not just why the food industry specifically benefits from social media and word of mouth marketing, but also how companies are doing it, and how you can do it.
- [list concepts] I'll highlight these concepts with some examples...
- One of our clients is Strayer University. Part of our strategy involved giving Strayer students an outlet for their discussions or comments. Facebook is a huge part of that strategy. You can see how people are looking for a place to talk about Strayer. These comments are completely unsolicited. The best part is when the happy students respond to the angry students.
- Build equity in the relationship so they trust you and allow you to speak to them often. Here we use the NCC twitter account to give recipes to people that are wondering aloud what they should have for dinner
- Why this worked: - transparency - Interaction - listening So...why does word of mouth marketing work in the food industry?
- The twitter account doesn’t just talk about chick-fil-a all the time. promotion is sparse - focus is on interacting with people
- [list concepts] I'll highlight these concepts with some examples...
- What value does the chicken council have to people? Information. We find people looking for the type of information that is on the website. This includes people looking for recipes, people looking for cooking ideas, tips for a meal, people with questions about chicken, etc.
- Shrimp industry COULD be telling people: - where to buy safe shrimp - shrimp is still safe to eat - what the seafood industry is doing to combat the spill - what to write their congresspeople.
- Email, Facebook, Twitter
- YouTube, Outdoor, Ambient All are delivering the overall brand experience, through messages tailored to the different audiences
- YouTube, Outdoor, Ambient All are delivering the overall brand experience, through messages tailored to the different audiences