Social and Digital Media Changing Food Culture

© 2012 MSLGROUP P1
SOCIAL & DIGITAL MEDIA:
CHANGING FOOD CULTURE
Selected Opportunities for
Food & Beverage Marketers

© 2012 MSLGROUP P2
MSLGROUP Americas:
FOOD &
BEVERAGE
SPECIALTY
Food and beverage marketing and PR
• Category leader in digital food and
nutrition communications
Clients nationwide from farm to fork,
consumer and industry focused
Registered Dietitians on staff;
in-house culinary and nutrition
center
Offices nationwide
Part of MSLGROUP, a top-five global
PR and events marketing firm
Under the Publicis umbrella

© 2012 MSLGROUP P3
FOOD & NUTRITION TRENDS 2012
Our Annual Food Trends Forecast

© 2012 MSLGROUP P4
• Principal provider of global research
on consumer culture, behaviors, trends
and demand and a leading advisor
on market strategy to the world’s
best-known brands
• The Hartman Group is internationally
recognized for breakthrough perspectives
on emerging and evolving consumer
behaviors in health and wellness,
sustainability and food culture
THE HARTMAN GROUP

© 2012 MSLGROUP P5
FEATURING DATA AND INSIGHTS FROM CLICKS & CRAVINGS
A Hartman Group and MSLGROUP AMERICAS Syndicated Study
CLICKS & CRAVINGS:CLICKS & CRAVINGS:
The Impact of Social Technology on Food CultureThe Impact of Social Technology on Food Culture
In tandem with smart communications
counsel, the Clicks & Cravings report
is a powerful tool to help brands
strategize their approach to social
and digital media.

© 2012 MSLGROUP P6
QUALITATIVE AND
QUANTITATIVE STUDY
Ethnographic, in-home studies
• 25 studies in Seattle and Chicago
• Diverse sample (generation, children,
SM and food engagement)
• $60,000+ HHI (excepting younger Millennials)
• Visit followed social media fast and feast
National online survey
• December 2011; 1641 U.S. online adults, 18-64,
nationally representative
• Both users and non-users of social media
What it isn’t
• Analysis of web traffic and usage data
• Review of best practices among food
& beverage marketers

© 2012 MSLGROUP P7
INDEX
TRANSFORMING FOOD CULTURE
An antidote to isolation
“Someone like me”
An architecture of influence
The dominant source of food info
Food discovery
The path to and from purchase
Influence and “real people”
Deals and recipes

© 2012 MSLGROUP P8
NEW MODES OF FOOD
CULTURE ACQUISITION
TRADITIONS
(meal planning)
Media, travel,
retailers, restaurants
and brands introduce
us to new tastes,
cuisines & possibilities
TRANSACTIONS
(shopping)
Online “research,”
shopping and sharing
is part of pre-shop to
post-shop experience
TECHNIQUES
(preparing)
Video, recipe sites,
blogs and our foodie
friends are replacing
mom and cookbooks
TABLE
(eating)
Virtually break bread
through computers
and phones (often
without a table)

© 2012 MSLGROUP P9
ALMOST
HALF
Of consumers learn about
food via social networking
sites, such as Twitter and
Facebook
• Used to discover new foods,
share food experiences, and
get advice about food
40%
Learn about food via
websites, apps or blogs
NEW MODES OF FOOD
CULTURE ACQUISITION

© 2012 MSLGROUP P10
Consumers formerly
rely most heavily on mom
and family traditions for
meal planning
Now search online for
what to cook, without ever
tasting or smelling
CROWDSOURCING
DISPLACING
MOMSOURCING

A DIGITAL EXPERIENCE OF FOOD
• Digital food selection is less of a sensory experience
• More of a visual and rational process
“What’s on the
label?”
“What’s in the
recipe?”
“Show me the
picture!”

• Rethink every assumption
about food marketing
• Don’t assume continuity
of food traditions
• The big changes we’re seeing
can drive big shifts in market
share – take risks now to
exploit them
• Plan for a remade market led
by Millennials and the
Connected Generation
OPPORTUNITIES FOR BRANDS

INDEX
AN ANTIDOTE TO ISOLATION
Transforming food culture
Food discovery
Deals and recipes

INTIMACY IN ABSENTIA
Contemporary life often finds
us far from family and friends
Social media turns isolation
into creation
• Loneliness motivates people to connect
Food is a natural connector
• Humans are inherently social eaters which
makes social media and food a perfect pair

Social media is becoming our standby mealtime companion
“There’s no dining table … We all eat
on the couch with the TV, tablets,
phones. We hang out all the time so
it’s not like we have to talk and eat.”
EATING ALONE, BUT TOGETHER
When we
eat alone, we can
still be together
45% of all
adult meals
are alone
45%
39% of
consumers
engage in social
media while
eating, often
during lunch
39%

CONNECTED EATING: FOIL TO ISOLATION
Texted with a friend or family member
Used a social networking site/app AT HOME
Used a social networking site/app AWAY FROM HOME
DOMINANT REASONS:
To stay in touch with friends and family & to relieve boredom
36%
29%
18%

A CURE FOR THE ISOLATION
OF MOTHERHOOD
Social media engagement
rises significantly with
motherhood
• A second wave of this study will
cover moms only

Dive deep and understand
if there is a place for your
brand at the table
• Can mealtime present a chance to talk
with your brand’s representatives?
Offer consumers company at
mealtime
Invite consumers to share
their meal experiences with
communities

INDEX
“SOMEONE LIKE ME”
Food discovery
Deals and recipes

KATIE
• Gluten-free
• Avid baker
• Loves to
entertain
WHAT DO PEOPLE LIKE ME
THINK AND DO?
Consumers are tapping into each other’s expertise
• Blogs, recipe forums and review sites appeal because they represent the knowledge
and experiences of people “like me”

Expertise and reliability are created through:
PEOPLE “LIKE ME”
RATINGS: When people
approve of you
MAX
FOLLOWERS: When people
listen to you
MENTIONS: When people
talk about you
384 friends

TWO TYPES OF REAL
The home-grown
expert blogger
The personable
celebrity
My foodiest friend My mom
Opinions of the individual as a “real person”

TWO TYPES OF REAL
Opinions of the masses as “real people”

Recognize what you are not
• Brands are not people
• At best, they are connected to people or the brainchild of people
• Find your people
Like a real person, don’t just invite people to your house
• Get involved in communities – like recipe sites where brands are welcome
Give up some power and invite consumers to discuss
your products
• Sharing what they like and don’t like

An architecture of influence Has emergedINDEX
AN ARCHITECTURE OF INFLUENCE
Food discovery
Deals and recipes

THREE PROTOTYPES & THEIR ROLES
Spectator
384 friends
Dreamer
1,100 friends
Doer
7,000 friends

THE SPECTATOR
The Spectator
Social media is life
as lived today
• Consumes content
• Socializes
Julie is like most people
Julie is a consumer of useful information,
news, entertainment and good deals
384 friends
PASSIVE
ACTIVE

The Dreamer
Active social media user
• Consumes people
• Curates content
Lisa is very social
Lisa curates and pushes content
to her social network that reflects
her style & sensibilities
THE DREAMER
1,100 friends
PASSIVE
ACTIVE

The Doer
Core in both food
& social media
• Creates content
• Inspires followers
THE DOER
Natalie is a brand
Natalie is well positioned to be the voice
of other brands, if she really likes them
7,000 friends
PASSIVE
ACTIVE

CONSUMER
BRAND
INFLUENCER
REVIEW
Segment communications by
type but address the whole
ecosystem of “referral”
To be social on social media,
know the actors, follow the
netiquette, and step into the
flow of conversations

Online media now the dominant source of food
information
THE DOMINANT SOURCE OF FOOD INFO
Food discovery
Deals and recipes

Spend more time engaged online about food
Equally engaged with online and print about food
Spend more time engaged with print about food
46%
31%
23%
TIME READING AND LEARNING ABOUT FOOD

MULTIPLE MEDIA REMAIN RELEVANT
31%
29%
28%
25%
25%
24%
17%
15%
13%
13%
12%
9%
7%
Food Resources Used in Past Year
Food shows I watch on TV
Cookbooks
Coupons printed in newspapers or magazine
Recipe websites or phone apps
Printed magazines or newspapers
Coupons found online (not including
deals from Groupon, Living Social)
Restaurant review websites or phone apps
Daily deals from Internet sites or apps
like Groupon or Living Social
Food or beverage manufacturer websites or apps
Grocer websites or apps
Food blogs or online food-oriented websites or feeds
Staff, in-store demonstrations or
printed materials from a grocery
Instructional videos online

FUTURE: Among Millennials, online recipe resources
now more valuable than cookbooks or food shows
on TV; print in stark decline

Don’t bet on any one medium at this point
Gear strategy to generation, especially when
it comes to print
Track emergent channels like in-store apps
• Do consumers want to talk with you while in store?

Social media is a FOOD
discovery medium
FOOD DISCOVERY
Deals and recipes

SOCIAL MEDIA DISCOVERS
New restaurants to try
Restaurants to avoid
Meal planning (e.g., new recipes to make)
New types of foods or beverages to try (such as
ingredients, cuisines)
New brands of foods or beverages to try
Nutrition and ingredients
Foods or beverages to avoid
Alerts about food safety (e.g., product recall)
37%
Food topics most interested in when using social
networking sites
22%
21%
25%
26%
17%
14%
20%

Join the consumer journey and share your discoveries
Reveal a steady stream of welcome information
Tie your brand to restaurant discoveries
Beware and prepare for product safety scares
in social media

Social media transforms the path to and from
purchase
discovery medium
THE PATH TO AND FROM PURCHASE
Food discovery
Deals and recipes

A NEW PATH TO PURCHASE
Forrester model
Purchase Funnel gives way to Connected Circle

“RESEARCH” BEFORE TRYING OR BUYING
We use social media to mitigate risk
• To get the best value and make the most informed decisions
• We assess opinions from review websites, online forums, and personal networks
• Decisions based on the number of stars, reviews and caliber of comments

We add our experiences and opinions to the user-generated
review process
• Usually when we’re really upset or really impressed
RANT OR RAVE AFTER
WE’VE EATEN & SHOPPED
“I love this juice!”
“The worst!”

EXAMPLE: LEIGH BUYS A GRILL
• Pre-shop experience:
• Broadly queried Facebook
friends about grills
• Read reviews on multiple
retail websites
• Joined 20,000+ followers
of Weber on Twitter
• Became a member of an
online grill forum

• Leigh chooses a Weber Summit Series grill

• Post-shop experience:
• Posted pictures of the grill on
Facebook
• Posted pictures of the grill’s
first meal from her husband’s
birthday party
Leigh loves the new grill and her new salmon recipe
and now her 500+ Facebook friends know about it too!
Salmon from AllRecipes.com; it had 5 stars and
over 100,000 people saved it. So, obviously it
was really good!
Leigh Scott

Think about more closely integrating shopper
marketing with social media functions
• Consumers have closer ties to stores
• Could better account for the full circle of purchase engagement
Win points with the extraordinary
• Dependable and predictable doesn’t win raves
Manage negative issues within microseconds
• Should big brands now manage issues with 24/7 situation rooms?
OPPORTUNITIES

Influence is accorded
TO “Real People”
discovery medium
INFLUENCE AND “REAL PEOPLE”
Food discovery
Deals and recipes

INFLUENCE STARTS
WITH A PERSON
Consumers prefer to hear
from people who eat food,
not entities who sell it
Social Media makes
consumers savvy
• They don’t tolerate artificiality
in voice or motive

Consumers follow people on Twitter, become friends on
Facebook and read blogs of people with:
• Authentic voices
• Sincere posts
• Meaningful content

36%
INFLUENCE TRACKS TO INTIMACY
F18a. Which of these would be likely to lead you to consider purchasing a new brand of
food or beverage you haven't tried before in the following situations? n=1,641
Most influential on purchasing a new brand
of food or beverage
30%
20%
17%
14%
13%
11%
7%
19%
A close friend recommended it online
A friend other than a close
friend recommended it
It got high ratings from lots of people like me
including people I am on a social network with
It got high ratings from lots of people like me
online, but nobody I know
A food writer or commentator recommended it
A food manufacturer that makes things
that I like recommended it
A food retailer that sells things that I like
recommended it
No one I know recommended it, but trying it
would give me a great story to share
None of these

WHAT IS REAL?
Real is Relevant (quality)
• Exceptional product that delivers on its promise consistent
with company’s mission
Has a Face (narrative)
• Distinct personality or actual person(s) with a coherent message
Has Friends (opinions)
• Other real people, like you, talk for you and recommend you

WHAT IS REAL?
Real Shares (knowledge)
• Offers information, humor, beauty, soulfulness and generosity
Is Like-able (shared values)
• Reflects shared values, interests, health concerns and aspirations
Reveals Itself (transparency)
• Stories of struggles, mishaps and revelations show character and
demonstrate integrity

Strictly Transactional
(lowest price  substitutable)
Personal Relationship
(real people  loyalty)
“Like” in order to receive
coupons and deals
“Like” & “Friend” to build real
relationships with real people
An effective social
media strategy
DEALS & THE REAL DEAL
• Transactional relationships promote trial and re-trial
• Personal relationships are more durable and valuable

Benefits of coupons & deals
• Consumers want to save money
• Easy way for people to take notice
• Opportunity for low-risk sampling
• Stimulates trial and re-trial
• Engenders appreciation and curiosity
Drawbacks
• Savings don’t necessarily equal loyalty
• Deals hold more appeal than product
• No guarantee people will pay full price later
• Creates fickle and conditional consumers
TRANSACTIONAL RELATIONSHIPS

PERSONAL RELATIONSHIPS
Benefits of building
real relationships
• Builds a personal and emotional relationship
with your brand
• Brand becomes a marker of identity and self-
expression, which translates into real loyalty
Drawbacks
• Needs a Real Person or People to be
the face of the brand
• Can’t control the conversation

OPPORTUNITIES
Stay relevant by listening to what consumers want and giving
it to them
Use an engaging and consistent voice and tone
Engender trust and credibility with reviews
Enrich consumers lives and give them value beyond
product and savings
Aspire to be a likeable brand that’s a talisman of identity and
aspiration – but don’t kid yourself
Use personal stories to help establish intimacy and trust
with consumers

Consumers welcome two
things from companies:
Deals and recipes
Influence is accorded
TO “Real People”
discovery medium
An architecture of influence Has emerged
DEALS AND RECIPES
Food discovery
INDEX

52%
ARE BRANDS WINNING FRIENDS ONLINE?
• If a deal is really good, consumers will use social media to share it
• Consumers want to maximum value with minimal marketing clutter
• They will quickly sever relationships that fail to deliver
Of Facebook users “like” a food or beverage
company or brand to get discounts or coupons

PEOPLE HAVE “FRIENDS”
WHO
Most consumers
Individual
Brands/Bloggers
# FRIENDS
200-300
1000+
WHO ARE THE FRIENDS?
• Friends & family
• Acquaintances
• Friends & family
• Acquaintances
• Loyal followers
• Fans
PURPOSE
• Intimacy
• Keeping current
• Intimacy
• Keeping current
• Brand building
• Relevance
• Shared Values

BUSINESSES HAVE “LIKES”
What # Likes Who are the likes? Purpose & Meaning
Big Brand Person Mark Bittman 36,016 • Home cooks
• Food involved fans
• Knowledge
• Shared Values
Small/Local Brand Molly Moon 5,376
Blue Bottle Coffee 11,045
• Customers
• Supporters
• Updates on flavors/products
• Shared Values
• Personally identity
Retailer Starbucks 26,589,185
Whole Foods 767,000
Target 7,933,025
• Customers • Recipes and tips
• Store events and savings
• Consumers share experiences
CPG Brand Cheerios 589,422
Heinz Ketchup 890,000
Coca Cola 36,6000,000
• Consumers • Coupons and saving
• Recipes

Find ways to emulate small and local brands
• Origin stories
• Internal champions and experts with a face and a voice
Satisfy and feed the giveaway beast but engage consumers
while inducing them
Occasionally offer extraordinary deals that are highly sharable
Balance deals with recipes – the latter is a more intimate basis
for a relationship
Don’t act like an FSI in social circles!

CONTACTS
Steve Bryant
Director, Food and Beverage
MSLGROUP Americas
Steve.Bryant@mslgroup.com
206.313.1588
Blaine Becker
Senior Director, Marketing & Business
Relations, the Hartman Group
blaine@hartman-group.com
425.452.0818 ex. 124

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