3. OK. Really, What is Social Media?
According to Wikipedia, Social media is simply a
way for people to connect and share ideas and
information online.
!
It’s not just Facebook.
It includes: magazines, Internet forums, weblogs,
social blogs, microblogging, wikis, social
networks, podcasts, photographs or pictures,
video, rating and social bookmarking.
Technologies include blogging, picture-sharing,
vlogs, wall-posting, music-sharing,
crowdsourcing and voice over IP…
!
All of the above is social media.
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4. Gospel According to Pew
“93% of marketers plan to
maintain or increase social
media ad spending in 2014.”
“73% of online adults now
use social networking
sites.”
“42% of online adults
now use multiple social
networking sites.”
Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the
world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research.
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5. Popular Social Media Channels
Facebook is still the dominant social networking platform, but a
striking number of users are now diversifying onto other
platforms. Your brand or product needs to consider those
“other” platforms.
!
•
Pinterest holds particular appeal to female users (women are
four times as likely as men to be Pinterest users)
•
LinkedIn is especially popular among college graduates and
internet users in higher income households
•
Twitter and Instagram have particular appeal to younger adults,
urban dwellers, and non-whites. There is substantial overlap
between Twitter and Instagram user bases.
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7. Food and Social Media
Here’s a great example of a brand
using social media on a few
different levels. Knowing that…
women control 80% of U.S.
spending, Walmart went after a
unique segment that marketers like
to call “mom bloggers.” Minimal
investment was required but a lot
of ROI was gained.
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8. Food and Social Media
The Produce Mom
!
Lori Taylor, prolific “Mommy Blogger”
who works as a brand ambassador and
is regarded as a big influencer in her
space.
She’s using her blog and social
networks as a tool for the brands she
supports and for advertisers who
sponsor her.
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9. Food and Social Media
Blueberry Demand Up
!
“Nearly 60% are likely to purchase blueberries
based on information they’ve seen on social
media channels.”
!
This vertical is just starting to use social media and
the impact is significant.
!
source: packer.com
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10. Food and Social Media
Earl’s Organic
!
“In part because of its increasing social media
activities and community involvement, the company
recently has seen its biggest growth in 10 years,”
said owner Earl Herrick.
!
source: packer.com
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11. Food and Social Media
Produce for Better Health
Foundation (PBH)
!
Recently celebrating 200K
likes on Facebook - they offer
tips on how to live healthy.
!
Stellar numbers!
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12. Why is Packaging So Important?
Scott Morris, professor and director of the University
of Illinois packaging program, says:
!
“Packaging is vitally important because it is the link
between the object inside and the virtual world that
brands would like consumers to visit.”
Photo: Packaging-Getaway.com
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13. The Status Quo
These days, simply slapping a Facebook icon or a QR
Code on your product is not going to cut it. Social
media done well is part of a broader strategy. Let’s
look at some examples in the coming slides of
campaign-based execution done well on packaging…
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14. Today’s “Campaign-Based” Packaging
It’s changing, folks. Here’s a Sunkist
campaign that is running through May 21,
2014. Bright colors on their packaging with
a social media campaign/contest direct
people to a website where they can enter
to win a week’s stay at a Biggest Loser
Resort.
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15. Today’s “Campaign-Based” Packaging
Halos and Opal Apples
!
Leveraging Twitter to for live tweet chats,
partnering with “Mommy Bloggers” to
educate the public on health and nutrition
- tying it back to their brand directly.
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16. Today’s “Campaign-Based” Packaging
Again, Halos using packaging to
direct people to HalosFun.com
where parents/kids can
download the new Halos Game
on their iPhone or Android
device.
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17. Today’s “Campaign-Based” Packaging
Target’s Top Pinned on Pinterest
!
This was a photo I recently took at Target.
Here, they have a Point of Purchase display
that is directs store visitors to their
Pinterest page. Once there, they can read
about the item and choose buy it online.
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18. Today’s “Campaign-Based” Packaging
Here’s an example of some cool
packaging on a wine label that, again,
considered the whole story - print,
digital, web, and mobile.
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19. Today’s “Campaign-Based” Packaging
!
Stephen Colbert and
Wonderful Pistachios
!
Super Bowl Ad, seeded
throughout social media
prior to game day.
!
#getcrackinamerica
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20. Tomorrow’s “Real-Time” Packaging
Up until now, we looked at the way
packaging has used social media in the
past, and we looked at some really cool
campaign-based packaging ideas which
tied in larger marketing campaigns.
Can it get any more futuristic than that?
Yes. Check out this ‘real-time news’
example.
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22. Let’s Recap
•
Social media is here to stay.
!
•
It is a powerful way to connect with customers, for customers to connect with one another and
to share information. Social media is a growing part of people’s everyday lives — your brand
can be as well.
!
•
Cultivating partnerships with online influencers like Mommy Bloggers is becoming an
effective strategy in the produce industry.
!
•
Smart social media goes beyond just putting a Facebook or Twitter logo on your packaging this is about engaging customers.
!
•
Develop an end-to-end campaign strategy that includes traditional and digital components
!
•
The future looks really, really cool in this space!
!
!
!
!
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