The promise of social listening

1. the promise of
social listening
20th October 2014
KNOW YOUR TARGET MARKET

2. new insights
not always exposed by
traditional research
WHY

3. Nowhere is this approach
more pertinent than in
export strategies
WHY

4. Covering a wealth
of expertise
HOW

5. To exploit
the information
on a more practical level
HOW

6. 2.0

7. 900,000
almost
tweets/month
August 2014 - French & English

8. 122,000
tweets/month
40,000
tweets/month
36,000
tweets/month
25,000
tweets/month
81,000
tweets/month
11,000
tweets/month
4,000
tweets/month
397,000
tweets/month
276,000
tweets/month
154,000
tweets/month

11. 1,800tweets
of which only
40 were posted
directly by Haribo

12. usergeneratedcontent
brand content

13. user generated content
brandcontent

16. a mainstream
Sweets are now
ingredient

17. 3%of recipes published by French
food bloggers feature sweets
and candy, and promote brands
such as Tagada, Carambar and Marshmallows
30%In comparison,
feature chocolate

18. Kids’
birthday
cakes…
Kids’
birthday
cakes…

19. ...a great way
to engage and energise
Mums and food bloggers
around inventive recipes.
...a great way
to engage and energise
Mums and food bloggers
around inventive recipes.

20. Opportunities

22. 750g.com
scally.typepad.com
puresaveurs.com
mercotte.fr
marmiton.org
bcommebon.canalblog.com
tentations-culinaires.over-blog.com
unsihonfonfon.ladymilonguera.fr

31. around
4,000
posts associating
sweet treats
with the workplace

33. Managing Risk

34. Out of 100 posts
relating to health risks
such as nutritional issues, obesity and sugar substitutes,
only 1 refers to confectionery.

35. Tweets per year
mention the brand
in the context
of health issues
92
667
14,000
2,000

36. Weak signals

37. Product Misuse
Drunken Gummy Bears
Smoking or snorting candies
Gelatin
Food colouring
Sustainable sugar
CSR

38. International marketing & communication agency
for food & drink