Creating the Buzz: Food and Drink Industry Social Media
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Social Media presentation to Dubai MBA Students, June 2010
![‘ Creating the Buzz’ Web 2.0/ Social Media for the Food and Drink Industry Dr. Jim Hamill and Alan Stevenson [email_address] [email_address] April, 2010](https://image.slidesharecdn.com/scottishfoodanddrinksocialmediapresentationdubaiall3parts-100527081624-phpapp01/85/social-media-presentation-scottish-food-and-drink-dubai-all-3-parts-1-320.jpg)
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Creating the Buzz: Food and Drink Industry Social Media
- 1. ‘ Creating the Buzz’ Web 2.0/ Social Media for the Food and Drink Industry Dr. Jim Hamill and Alan Stevenson [email_address] [email_address] April, 2010
- 6. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
- 39. Wispa Gold
- 46. Starbucks
- 48. Coca-Cola
- 50. Pepsi Co Mountain Dew
- 64. Applications Social Network Sites Social Content Social Bookmarks Blogs Wikis Virtual Realities RSS Feeds Podcasts Social Applications Twitter Mash Ups Mobile Web; Internet Telephony
- 66. Characteristics Communities and Networks Interactivity Social Element Openness Peering Hosted Services Global Sharing Empowerment Mass Collaboration The Internet as the platform
- 67. Impact Business Intelligence Customer Interaction Sales & Marketing Customer Experience Customer Insight Processes and HRM Mindset Product Development Reputation Management Rich Internet Applications IT Infrastructure
- 68. Business/Marketing 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global Impact – Wikibusiness Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM
- 71. www.mashable.com
- 75. Business Impact Social Media Application Knowledge and Insight Engagement / Reputation Manag. Enhanced Customer Experience Sales and Marketing Operations/ Internal Processes Feeds & Alerts Review and Recommendations Sites Publishing Microblogging Social and Professional Networking Multimedia Sharing Rich Internet Applications Social Bookmarking Mobile & Internet Telephony OpenSource & Hosted Apps
- 78. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com )
- 93. Creating the Buzz Impact, Performance and Social Media Monitoring Alan Stevenson [email_address] April, 2010
- 99. Food & Beverage Engagementdb Position (07/2009) Brand / Channel Facebook Fans Twitter Followers YouTube Views All Flickr Items 1 Starbucks 6,968,557 854,679 4,842,120 295,899 12 Pepsi 682,385 25,052 4,394,308 111,326 30 Nescafe 591,030 507 521 8,006 42 KFC 1,287,899 13,440 0 Channel 65,477 44 Pizza Hut 1,277,363 28,861 11,893 30,520 51 Coca-Cola 5,416,183 751 4,617,080 188,014 55 Nestle 100,600 1,087 6,111 55,362 60 Budweiser 287,423 0 Channel 0 Channel 45,451 77 McDonalds 2,170,439 24,639 649,799 305,943 78 Heinz 76,237 0 Channel 0 Channel 54,718
- 106. Techno-graphics Source: The Altimeter Group
- 107. Techno-graphics Source: Forrester Research, Inc
- 108. Behaviour-graphics Source: Brian Solis
- 114. Social Media Monitoring Tools
- 117. Google Alerts
- 118. Social Mention
- 119. Trackur
- 121. Social Radar
- 122. Radian6
- 125. All Mentions 7,513 Mentions
- 126. Mentions x Media Type
- 127. Language
- 128. Trends x Media Type A B C D
- 133. Nestle and Palm Oil
- 134. Nestle and Palm Oil
- 135. Nestle and Palm Oil
- 136. Nestle and Palm Oil
- 143. Questions
- 144. Thank You
- 148. SM Development Cycle
- 154. www.web2-0cpd.com
Editor's Notes
- ICT Strategy Development and the Balanced Scorecard
- ICT Strategy Development and the Balanced Scorecard
- ICT Strategy Development and the Balanced Scorecard
- Number10.gov.uk is built using Wordpress, an opensource (blogging) platform. It mashes video and images whilst providing latest news articles (traditional blog posts). This website was not expensive to build but it is simple and effective. The platform itself is free. http://www.number10.gov.uk/
- There is a view that those that use Web 2.0 well also do a range of other things well. No coincidence though, that there are strong links between these areas and Web 2.0 tools and applications. It helps that these companies also have the right mindset.
- The Engagement Database helps to identify which companies are doing more in this area. The top 100 brands (courtesy of Interbrand) were reviewed by EngagementDB (a Alltimeter, Charlene Li initiative). What they found was that there were a range of brands with varying levels of channels and depth of engagement. What they found was that some channels or mavens came to the top. Li and her team has made a correlation between financial performance and mavens (supports the Aberdeen research). Revenue growth and profitability both seem higher amongst Mavens.
- The top 10 brands using Social Media (depth of engagement vs. Channel spread) are shown below. Any surprises here? Who didn’t make it but should be commended: Toyota: 3 individuals in their team but 7 channels. They have relied on others to provide content. They use Social Media Monitoring to look at who is talking about the brand. SAP have a huge SAP Community Network with 1.7 million members, they also run a Contributor points system to identify and reward experts. There channels include blogs, wikis, discussion forums and twitter. They have multiple “personal” Twitter channels because a corporate twitter channel doesn’t work well. One of the twitter channels openly asks for customer feedback.
- A good example, Starbucks first initiative (championed by CEO Howard Shultz). To provide an indication of the “depth” of engagement, they lined up liaisons with all of their departments to respond and progress ideas from their customer base. The mini-Starbucks card was one of the first ideas developed from a customer suggestion. When they took over Facebook from original “owners” they had 200,000 fans, they have moved this to 3.5m. For every 4 people that interacted with a news item another 3 joined due to viral effect. The mini-card appeared on Facebook, generating over 1400 comments. Twitter is there in the moment channel where one person responds to questions from Baristas or customers, how to change blades and so on. They have 250k followers. Ensure they are using channels the right way – for every article they publish they also have to prevent others publishing to ensure consistency and a similar customer experience. Needs to be someone that can champion social media at a lower level as well. Incidentally, why do Starbucks do so well? We live in the physical world with thousands of natural touch points, so when we laid out the vision for our social strategy, it felt like home for the brand. It’s about the relationships we form with our customers, not marketing.”
- In order to truly and effectively engage, we need to understand the behavior and categorization of our customer base. As such, Altimeter’s Engagement Pyramid focuses and ranks social behavior… Curating – Heavily involved in online communities such as discussion boards, fan pages, and wikipedia through moderation, contribution, editing, etc. These curators contribute their time, energy, and perspective to improve the foundation for available information on a given subject. Producing - Creates and publishes original content and social objects as a way of expressing expertise, positions, as well as contributing to the ecosystem of information those in the other categories seek to share thoughts and also make decisions. Commenting - Responds to the content created by Producers. Even though they do not actively create and distribute original social objects, their activity is still influential to those around them. Sharing – Individuals who actively update their status on social sites and upload/forward photos, videos, articles, etc. This behavior earns relevance and also demonstrates knowledge and awareness. Watching - Content consumers who are seeking information in order to make decisions or learn from peers, or purely seeking entertainment. Source: Behaviorgraphics Humanize the Social Web, Social Media Today http://bit.ly/bdKJz8
- Creators , those who publish web pages, blogs and other social objects Conversationalist – someone who updates their status in the statusphere (any social network with an update window) at least once per week. Critics , individuals who comment on blogs or post ratings and reviews Collectors , those who use RSS and/or tag Web pages Joiners , people who are active in social networks Spectators , content consumers who read blogs, watch user-generated videos, and listen to podcasts Inactives Source: Behaviorgraphics Humanize the Social Web, Social Media Today http://bit.ly/bdKJz8
- At the center is Benevolence – The unselfish and kindhearted behavior that engenders and promotes recognition and reciprocity, and in doing so, earns the goodwill of those around them. This is the hub of social networking with a purpose, mission, and a genuine intent to grow communities based on trust, vision, and collaboration. Problem Solvers – One of the most common sources of conversations and updates in social media are questions…people seeking information in the hopes that commenters will respond with resolution or direction. Commenters – Providing thoughts, opinions, observations, experiences, and sometimes, unfiltered reactions to the information shared online. They are less likely to produce original content, but are compelled to share their views based on the introduction of content by others in and around their social graph. Researchers – Peer to peer influence is prominent in social networks and researchers rely on their social graphs for information and direction to make qualified decisions. They are also active in championing polls and surveys to truly learn about the thoughts and opinions of those connected to them. Conversationalists – Participation in conversations through proactive updates seeking responses or direct responses to other content, conversationalists fuel threads within and across networks. Curators – In the context of behaviorgraphics, curators carry a different role. This group works diligently to find and only share what captivates them as filtered by what they believe will interest their followers. Producers – Among the more elite group of online participants, their stature is earned by the amount of content they generate within multiple networks. Broadcasters – Social media is proving to be both an effective broadcast and conversational platform. Broadcasters are mostly one-way communicators who either intentionally or unintentionally push information to followers without injecting conversational aspects into the mix. Marketers – Profiles dedicated to marketing ideas, products, or services and may or may not include content outside of their portfolio, unless the account is focused on funneling beneficial and value-added solutions to specific audiences regardless of origin. Socialites – Individuals who have earned varying levels of weblebrity, these new internet famous personae earn recognition and attention in online networks which is increasingly spilling over in real world fame. Self-promoters – Unlike broadcasters and marketers, self-promoters are unconcealed in their intentions through constant updating of activities, events, and accomplishments. Egocasters – Contribute to the “ego” in the egosystem and represent the evolution of self-promoters. Through constant promotion and the activities and responses that ensue, promoters graduate to a position of perceived prominence and collective unawareness. What they think and say is what they believe to be the reality for one and for all. They lose touch with perspective as listening gives way to telling… Observers – Often referred to as inactives, lurkers, or simply consumers, Observers represent the majority of the social Web today, defined by those who read and also share information in the backchannel, including email, and also in the real world. Social Climbers – Social capital is not only something that is earned in social networking, it is something that is proactively pursued by those whose sole mission is to rise to the top. These individuals intentionally climb ladders on the avatars, profiles, and social capital of others most often misrepresenting their purpose and stature to earn an audience based on disingenuous intentions. TMI – The things some share in social media continue to blur the line between what’s relegated to inner monologue versus that for sharing with others in public. The state of sharing “Too much information” is dictated by those on the receiving end of the update, not those who publish it. Spammers – Those accounts and profiles that are created to push messages blindly and without regard for those with whom they come into contact. Often times they’re tied to current events (using trending keywords or hashtags) or targeting influential voices to lure them into clicking through to their desired goal. Leachers - Not included in the graph, but an important category to recognize as leachers take the good work of others and channel it into their own accounts almost exclusively for the sake of promoting their cause. Complainers – When we love something, we tell a few people; when something bothers us, we tell everyone. Complainers are often sharing their discontent as a primary ingredient in their social stream. And, as customer service takes to the social web, these complainers are only encouraged to share their experiences to achieve satisfaction and earn recognition for their role as the new social customer. Source: Behaviorgraphics Humanize the Social Web, Social Media Today http://bit.ly/bdKJz8