Keynote Presentation at NFRA CPG Food CEO Conference, Naples, Florida National Frozen and Refrigerated Food Association Conference Prepared by @LeeBogner, Founder + CMIO @LeeBogner.com Group | former CIO | Chief Information Officer and Head of Social Media Business Unit at NY digital agency, Former eCommerce Chief / GM at buybuyBaby.com [#2 baby retailer, eCommerce and stores, omni-channel retailer] - End-to-end eCommerce strategy and operations management Former CIO/CMO at Real Savvy Media [now DisneyFamily.com/Parenting] - end-to-end Digital Content and Media firm Contact Lee at 347-871-4533 | LeeBogner@LeeBogner.com | www.LeeBogner.com

2. MAD MEN

5. DALE CARNEGIE
MAD MEN

6. 62%
ONE DIGITAL
DEAL ACTIVITY
2010 GMA Report

7. Shopper
marketers are
experimenting
with a broad set
of deal-related
vehicles
2010 GMA Report

8. providing greater
targeting than
traditional
coupons and
circulars and
offer new
collaboration
opportunities.
2010 GMA Report

13. Shopping SOCIAL

17. Shopping SOCIAL

18. Shopping SOCIAL

20. Food has ALWAYS been Social

21. Food and recipes/cooking are #3 and
#5 blog-related topics among women

22. NOT a Conversation

27. 14-25* minutes
on Facebook

28. 44* minutes a day

29. DOING
BEING

31. Build Brands through PARTICIPATION
“Something you Buy” “Something you Trust” “Something you Want”
“Something you Prefer” “Something you Love” “Something you
Participate In”

33. SOCIAL MEDIA ENGAGEMENT

34. #1

35. #2

36. #3

37. #4

38. #5

39. #6

40. OBJECTIVES, then Tactics
IMPACT
1 2 3 4 5 6 7 8
MONTHS

47. National Frozen & Refrigerated Foods Association
1,758 Facebook Fans
405 members in
LinkedIn Group
Corporate and Consumer
Websites and Email
Newsletters
Facebook Features:
Sweeps, Recipes,
Cooking Videos
CASE STUDY

48. American Egg Board
84,724 Facebook Fans
2,548 Twitter Followers
2,528 YouTube Views
Facebook Features:
Games, Causes, Recipes,
Videos, Events, Polls
CASE STUDY

49. Cattlemen’s Beef Board
2,308 Facebook Fans
628 Twitter Followers
3,433 YouTube Views
Utilizes Facebook,
Twitter, YouTube, RSS
and LinkedIn
Separates consumer
sites from producer sites
CASE STUDY

50. Grocery Manufacturers Assoc.
248 Facebook Fans
394 Twitter Followers
Does not utilize YouTube
No consumer-facing
website
Facebook Features:
FDA, Food Pricing,
Recycling, Safety, Health/Nutrition
CASE STUDY

51. National Pork Board
215 Facebook Fans
2,992 Twitter Followers
13,082 YouTube Views
Corporate Sites:
Job postings and
industry news
Consumer Sites:
Recipes, announcements,
demonstrations
CASE STUDY

52. Eggo Waffles
14,287 Facebook Fans
Cause-Related Campaigns
Company Page on LinkedIn
“Share 1,000,000
Breakfasts”
Little Social Media Outside
Of FB & Corporate Site
CASE STUDY

53. TombStone Pizza (Nestle)
187,054 Facebook Fans
3,011 YouTube Views
Special Features:
Special offers, polls,
product talk
“What do you want on
your TombStone?”
RSS Feeds
Some Technical Issues
CASE STUDY

54. Land O’ Lakes
2,978 Facebook Fans
625 Twitter Followers
1,109 YouTube Views
Consumer Website
Serves As Access Point
Recipes Are Focal Point –
Tweets, Demos, Blog Posts
CASE STUDY