Risk, Awareness & Opportunity Using Social Listening to stay on top on trends in Food & Beverage - BDI 9/17 Food, Beverage & Hospitality Social Media Marketing Summit & Roundtables

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Business Development Institute

Presentation: Risk, Awareness & Opportunity Using Social Listening to stay on top on trends in Food & Beverage Presented by: Hannah Godfrey, North American Food and Beverage Lead, Brandwatch Brands in food and beverage are ‘Passion Brands’, people really care about what they consume and how it is produced, packaged and sold. This results in millions of conversations online about different food, drinks, brands and products every day. This passion can be a huge advantage if leveraged correctly but can also pose serious threats. In this session we’ll share stories of companies in the sector that are doing a great job of using social listening to mitigate risk and create opportunities.

Risk, Awareness & Opportunity
Using social listening to stay on top
of trends in food & beverage

Hannah Godfrey
Director, Food & Beverage
hannahg@brandwatch.com
@hannahgodfrey1
© 2014 brandwatch.com 2

AGENDA
1. Social media + food & beverage
1. Mitigating risk
2.Uncovering opportunities with social data
© 2014 brandwatch.com

5
1. SOCIAL MEDIA +
FOOD & BEVERAGE
© 2014 brandwatch.com

90%
© 2014 brandwatch.com 6

7
SOCIAL
MEDIA
MOST
SIGNIFICANT
IMPACT
=
© 2014 brandwatch.com

© 2014 brandwatch.com

13
2. MITIGATING
RISK
© 2014 brandwatch.com

The funny thing about boycotting Barilla
because they’re run by homophobes is
that I already boycotted their pasta for
sucking anyway
Francis Lam
@Francis_Lam
© 2014 brandwatch.com 14

@thefoodbabe Love that you’re standing up to
big corporations that are deceiving consumers
and doing it with a smile on your face!
#ThankYou
Risk
15
@thefoodbabe Great work on this one with
Starbucks! We need to keep holding these
corporations feet to the fire!
#foodbabearmy
Samantha Turner
@samanthaMturner
Cleansing Matters
@cleansingm
© 2014 brandwatch.com

© 2014 brandwatch.com 16

17
3. UNCOVERING
OPPORTUNITIES
WITH SOCIAL
DATA
© 2014 brandwatch.com

© 2014 brandwatch.com 19

© 2014 brandwatch.com 20

© 2014 brandwatch.com 21

© 2014 brandwatch.com 22

23
UNBRANDED
ANALYSIS
© 2014 brandwatch.com

Greek Yogurt Conversation
© 2014 brandwatch.com 24

Greek Yogurt Conversation
© 2014 brandwatch.com 25

© 2014 brandwatch.com 26

© 2014 brandwatch.com 27

© 2014 brandwatch.com 28

TAKEAWAYS
© 2014 brandwatch.com 29

TAKEAWAYS
1. Identify and listen to influencers in your
space
1. Monitor industry specific categories across
competitors
1. Don’t forget the whitespace!
© 2014 brandwatch.com

31
Thank you
© 2014 brandwatch.com

Contact:
hannahg@brandwatch.com
@hannahgodfrey1
brandwatch.com
© 2014 brandwatch.com 32

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Ensure the security of your HCL environment by applying the Zero Trust princi...

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Falcon's Invoice Discounting: Your Path to Prosperity

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Risk, Awareness & Opportunity Using Social Listening to stay on top on trends in Food & Beverage - BDI 9/17 Food, Beverage & Hospitality Social Media Marketing Summit & Roundtables

1. Risk, Awareness & Opportunity Using social listening to stay on top of trends in food & beverage

2. Hannah Godfrey Director, Food & Beverage hannahg@brandwatch.com @hannahgodfrey1 © 2014 brandwatch.com 2

4. AGENDA 1. Social media + food & beverage 1. Mitigating risk 2.Uncovering opportunities with social data © 2014 brandwatch.com

5. 5 1. SOCIAL MEDIA + FOOD & BEVERAGE © 2014 brandwatch.com

6. 90% © 2014 brandwatch.com 6

7. 7 SOCIAL MEDIA MOST SIGNIFICANT IMPACT = © 2014 brandwatch.com

8. © 2014 brandwatch.com

9.

10.

11.

12.

13. 13 2. MITIGATING RISK © 2014 brandwatch.com

14. The funny thing about boycotting Barilla because they’re run by homophobes is that I already boycotted their pasta for sucking anyway Francis Lam @Francis_Lam © 2014 brandwatch.com 14

15. @thefoodbabe Love that you’re standing up to big corporations that are deceiving consumers and doing it with a smile on your face! #ThankYou Risk 15 @thefoodbabe Great work on this one with Starbucks! We need to keep holding these corporations feet to the fire! #foodbabearmy Samantha Turner @samanthaMturner Cleansing Matters @cleansingm © 2014 brandwatch.com

16. © 2014 brandwatch.com 16

17. 17 3. UNCOVERING OPPORTUNITIES WITH SOCIAL DATA © 2014 brandwatch.com

18. 18 BRAND ANALYSIS © 2014 brandwatch.com

19. © 2014 brandwatch.com 19

20. © 2014 brandwatch.com 20

21. © 2014 brandwatch.com 21

22. © 2014 brandwatch.com 22

23. 23 UNBRANDED ANALYSIS © 2014 brandwatch.com

24. Greek Yogurt Conversation © 2014 brandwatch.com 24

25. Greek Yogurt Conversation © 2014 brandwatch.com 25

26. © 2014 brandwatch.com 26

27. © 2014 brandwatch.com 27

28. © 2014 brandwatch.com 28

29. TAKEAWAYS © 2014 brandwatch.com 29

30. TAKEAWAYS 1. Identify and listen to influencers in your space 1. Monitor industry specific categories across competitors 1. Don’t forget the whitespace! © 2014 brandwatch.com

31. 31 Thank you © 2014 brandwatch.com

32. Contact: hannahg@brandwatch.com @hannahgodfrey1 brandwatch.com © 2014 brandwatch.com 32