How candy companies can use social media to build business, from New Product Development to retail merchandising. Presented at the 65th annual PCMA Industry Conference, April 2011.

1. Using Social Media To Sweeten
Confectionery Industry Growth
Pete Healy, VP Account Planning
GyroHSR Cincinnati
PMCA 65th Annual Conference | Apr 2011

2. The Tour
1. The Value Of Social Media for Confectionery
Manufacturers
2. The Current Social Media Landscape
3. Opportunities for Confectionery Product
Development
4. Implications for Consumer-Driven Brand
Engagement
5. Leveraging Social Media From Concept To Cash
Register
6. Integration Into Business Strategies
7. ROI Considerations
8. Summary
2

3. Social Media: Why It Matters
3

4. Social Media: Why It Matters
4

5. Social Media: Why It Matters
5

6. The Social Media Landscape
6

7. The Social Media Landscape
7

8. The Social Media Landscape
8

9. The Social Media Landscape
http://www.briansolis.com/2009/03/conversation-prism-v20/
9

10. The Social Media Landscape
Four key sites: Facebook, Twitter,
YouTube, LinkedIn
295 million users (US only)
10

11. Social Media Landscape: Facebook
• 525MM+ users worldwide
• 135MM+ US
• 18-24yrs = 25%; 25-34yrs = 25%; 35-
44yrs = 20%
• Avg user on 25min per day
11

12. Social Media Landscape: Twitter
• 190MM worldwide
• 90MM in US (up from 12MM in 2009)
• 45% of users >35yrs (avg 39yrs)
• HH income: 30% >$100k, 58% >$60k
12

13. Social Media Landscape: Youtube
• 2 billion views
per day
• 30% (600 MM) in US
• Facebook users watch 46.2yrs of
YouTube video per day
• Auto-share tweet  7 new
YouTube user sessions
13

14. Social Media Landscape: Linkedin
• 95MM+ users worldwide
• 45MM+ users in US
• Avg user age: 41
• Avg HH income: $110k/yr
• 64% male
14

15. Social Media Landscape: MySpace
• 45MM+ users in US (down
from 65MM in 2009)
• 56% F; 44% 18-34yrs
• 46% < $60k/yr HH income
15

16. Social Media Landscape: Ning
www.Ning.com
16

17. Social Media Landscape: Flickr
>4.5 billion images
17

18. Social Media Landscape: Blogs
• Estimated 80,000 blogs
created every day
• >110MM blogs now online
18

19. Social Media Landscape: Forums
Online forums self-select inquisitive,
engaged people.
19

20. www.fiskateers.com
20

21. Social Media Landscape
Conversationalists:
• 56% Female (more
than any other group)
• 70% F are >30yrs (but
still among youngest
groups)
Josh Bernoff & Charlene Li, Forrester,
Jan 2010
http://forrester.typepad.com/groundsw
ell/2010/01/conversationalists-get-
onto-the-ladder.html
21

22. But why?
Remember bowling leagues?…
22
22

23. Social Media Principle #1
We want to belong.
23

24. Social Media Principle #2
We increasingly connect to brands
through and with other people.
24

25. Social Media Principle #3
We look to the best brands
much like friends.
25

26. Social Media Principle #4
Each of us is a brand champion—
sometimes in unexpected ways.
26

27. Social Media Amplification
27

28. Social Media Amplification
28

29. Opportunities
29

30. Opportunities
30

31. Challenges
31

32. Challenges
32

33. Back To Opportunities
33

34. Intel
http://www.ehomeupgrade.com/2010/09/08/intel-seeks-
your-ideas-for-the-ultimate-home-communication-device/
34

35. Starbucks Ideastorm
35

36. Starbucks Ideastorm
36

37. SM + Consumer Brand Engagement
37

38. SM + Consumer Brand Engagement
38

39. SM + Consumer Brand Engagement
39

40. SM + Consumer Brand Engagement
40

41. SM + Consumer Brand Engagement
41

42. SM + Consumer Brand Engagement
42

43. SM + Consumer Brand Engagement
43

44. SM + Consumer Brand Engagement
44

45. SM + Consumer Brand Engagement
45

46. Ruiz Foods
46

47. Ruiz Foods
47

48. Ruiz Foods
48

49. Ruiz Foods
49

50. From Concept To Cash Register
50

51. Corazonas Snacks
51

52. Corazonas Snacks
52

53. Corazonas Snacks
53

54. Corazonas Snacks
54

55. SM Leverage: Product Innovation
• GoogleAlerts to scan trends in
analogous categories
• LinkedInGroups to track technical
discussions (globally)
• Facebook to solicit consumer ideas or
feedback (similar to Starbucks)
55

56. SM Leverage: Marketing
• Facebook to engage consumers
• Twitter to promote & report real-time
• Flickr to share & invite CGC
• YouTube to share & invite CGC
• Google Analytics to track
• Mobile apps to personalize & deliver
56

57. SM Leverage: Sales & Trade Support
• LinkedInto deliver added-value info to
channel partners or customers
• Twitter
for real-time updates on store
demos or other promo events
57

58. SM Leverage: Customer Service
• Addictomatic to scan consumer
sentiment or response to events
• Twitteror Facebook to engage,
resolve, project
58

59. Social Media + Business Integration
59

60. Social Media + Business Integration
• Engage consumers openly and authentically
• Recognize and reward fans
• Optimize opportunities to support and/or promote
retail trade customers
• Inform those interested about the company’s
community-focused programs or events
• Represent the best of the industry
60

61. Social Media + Business Integration
61

62. Social Media + Business Integration
62

63. ROI Considerations
63

64. Table Stakes
64

65. No Sleight Of Hand, Please
65

66. A New Look to the Funnel
66

67. Add Mobility to the Mix
67

68. The Result: Social Media Marketing
68

69. Social Media Marketing
69

70. Social Media Marketing
70

71. Thank you!
71

72. Using Social Media To Sweeten
Confectionery Industry Growth
Pete Healy, VP Account Planning
GyroHSR Cincinnati
PMCA 65th Annual Conference | Apr 2011
72

73. Supplemental Information
73

74. Twitter Users Are Strong Networkers
http://socialmediatoday.com/dirktherabbit/166377/why-
should-brands-bother-twitter-table-says-why
74

75. Social Media Statistics: 2010
Nielsen, Jan 2010
http://blog.nielsen.com/nielsenwire/global/l
ed-by-facebook-twitter-global-time-spent-
on-social-media-sites-up-82-year-over-year/
75

76. Social Media Statistics: 2010
India Business Blog, 2/01/10
http://trak.in/tags/business/2010/02/01/soc
ial-media-statistics-facebook-twitter-flickr-
linkedin/
76

77. Social Media Statistics: 2010
Resource Shelf (UK), Feb 2010
http://www.resourceshelf.com/2010/02/11/
a-collection-of-new-statistics-about-social-
networking-mobile-and-internet-traffic/
77

78. Social Media Statistics: 2010
Resource Shelf (UK), Feb 2010
http://www.resourceshelf.com/2010/02/11/
a-collection-of-new-statistics-about-social-
networking-mobile-and-internet-traffic/
78