It is not enough to say that your company is going to have a social strategy. For a strategy to be truly effective, social must be a part of the DNA of the entire company, and all departments, not just Marketing, must have social running through its bloodstream. In this session, you will hear how one company, 12-year old Enjoy Life Foods, has created a social culture over the last 36 months resulting in a 3-year sales increase of 152%, and a consumer-centric plan that has tripled its consumer base during the same period.
5. 5
Opportunity
Celiac & Gluten Intolerants 25 Million
Other Food Allergy Sufferers
75 Million Consumers
Even with the rise of gluten free, there is a much larger opportunity
Source: American College of Gastroenterology, October 2011; Elucidare, January 2011
6. “Free From” means…
Source: National Digestive Diseases Information, March 2012; HealthCare Zone 03/12; National Foundation for Celiac Awareness, 2011; FoodAllergy.org ; American Academy of Pediatrics, 2011
90% of all allergies
Gluten Free
Definition
+
7. Free From
Consumers
Free From consumers take loyalty to a new level
7
•Consumers have limited options
•If they like something, they buy a lot
Consumer Devotion
8. Enjoy Life Foods is the trustmark and lovemark of choice
8
Trustmark
9. We are ignoring the shopper’s path to purchase and path to new product selection
If we don’t take a
digital-first posture…
Digital
First
18. 92% of word of mouth… happens offline.
Engaged
Consumers
19. 19
25% of search results of the world’s top 20 brands are links to user generated content
75% of consumers don’t believe companies tell the truth in advertising
Who Do Customers Trust?
20. Over 90% of all consumer decisions are due to a positive recommendation from someone they trust -Dr. Walter Carl
Engaged
Consumers
Who Do Customers Trust?
21. How about 3 more sets of stats?
Engaged
Consumers
22. 22
81% of consumers receive advice on a product purchase through social media
77% of online shoppers use reviews to make a purchase decision
44% of companies use crowdsourcing to get new ideas.
Engaged
Consumers
23. “It’s not about eyeballs and ears, but hearts and minds.” – Jeffrey Hayzlett (Kodak)
Engaged
Consumers
24. Consumer
Centric
Our
Consumer
Face to Face & Experiential
Engagement
Content
Loyalty
Print and Digital Advertising
Digital Path to Purchase
Social
25. Results of ELF Strategy
25
41%
2012
40%
2013
Return
on
Objective
41%
2014
Thru September
26. 26
Mobile
Consumers
55% of women use their smartphones for shopping
41% of women desire mobile ads that provide location based offers
52% of women use smartphones to share photos of what they purchase
Nuance Digital Marketing Study October 2013
Impact of Mobile on Shopping
63. Measure Everything
63
Monday April 28, 2014Klout Score640Total Followers4,072Klout Score641New Mentions past 24 Hours616@enjoylifecmoTotal Followers5,72823New Mentions past 24 Hours815Unique Visits4,446Total Unique Visits Month to Date50,026New Visitors3,322Total New Visitors Month to Date37,629Social Media DashboardBlogger ReviewsTotal Reviews for the Past 7 DaysTotal Reviews Month to DateTotals Month to Date (Positive/Negative) @enjoylifefoodsTotal Followers12,38849Twitter 99 POS / 1 NegPage views18,748Total Page views Month to Date234,154Website (Weekend) 26100TotalsIncrease or Decrease past 24 HoursInstagramPinterestFacebookEnjoy Life FoodsNew Page LikesTotal Page Likes1,217205,865New FollowersTotal FollowersNew Repins4142,687
64. Measure Everything
64
Monday April 28, 2014Klout Visits4,446Total Unique Visits Month to Date50,026New Visitors3,322Total New Visitors Month to Date37,629Social Media DashboardBlogger ReviewsTotal Reviews for the Past 7 DaysTotal Reviews Month to DateTotals Month to Date (Positive/Negative) 99 POS / 1 NegPage views18,748Total Page views Month to Date234,154Website (Weekend) 26100TotalsIncrease
65. 65
Score640Total Followers4,072Klout Score641New Mentions past 24 Hours616@enjoylifecmoTotal Followers5,72823New Mentions past 24 Hours815Unique Visits4,446Total Month to Date50,026New Visitors3,322Total New Visitors Month to Date37,629Social @enjoylifefoodsTotal Followers12,38849Twitter views18,748Total Page views Month to Date234,154Website or Decrease past 24 HoursInstagramPinterestFacebookEnjoy Life FoodsNew Page LikesTotal Page Likes1,217205,865New FollowersTotal FollowersNew Repins4142,687
85. 85
Social and Digital…not just another channel but a transformational force that requires marketers to rethink their entire marketing and communication strategy
Ad Age
86. Thank you! Connect with Me
enjoylifefoods
joelwarady
jwarady@enjoylifefoods.@enjoylifecmo