case study: creating a corporate culture of social dna
DESCRIPTION
It is not enough to say that your company is going to have a social strategy. For a strategy to be truly effective, social must be a part of the DNA of the entire company, and all departments, not just Marketing, must have social running through its bloodstream. In this session, you will hear how one company, 12-year old Enjoy Life Foods, has created a social culture over the last 36 months resulting in a 3-year sales increase of 152%, and a consumer-centric plan that has tripled its consumer base during the same period.TRANSCRIPT
@SMSsummit Boston ▪ October 29-30, 2014
Creating a Corporate Culture of
Social DNA
October 29, 2014
Joel Warady Chief Sales & Marketing Officer
@enjoylifecmo
joelwarady
4
You have heard a lot about Gluten Free…
5
Opportunity
Celiac & Gluten
Intolerants 25 Million
Other Food Allergy Sufferers
75 Million Consumers
Even with the rise of gluten free,
there is a much larger opportunity
Source: American College of Gastroenterology, October 2011; Elucidare, January 2011
“Free From” means…
Source: National Digestive Diseases Information, March 2012; HealthCare Zone 03/12; National Foundation for Celiac Awareness, 2011; FoodAllergy.org ; American Academy of Pediatrics, 2011
90% of all
allergies
Gluten Free
Definition
+
Free From
Consumers
Free From consumers take loyalty to
a new level
7
• Consumers have limited options
• If they like something, they buy a lot
Consumer Devotion
Enjoy Life Foods
is the trustmark
and lovemark
of choice
8
Trustmark
We are ignoring the shopper’s path to purchase and path to new
product selection
If we don’t take a digital-first posture…
Digital
First
You’ve heard about the 2nd screen or the 3rd screen
How Do
We Connect
One-Screen-World Philosophy
How Do
We Connect
Solutions for the screen they happen to have in front of them at that time
Stop worrying about what THE COMPANY should do in the digital
space…
Strategy
13
Meet our Future
14
15
16
Understand the value of a person’s social graph
Word of
Mouth
92% of word of mouth…
happens offline.
Engaged
Consumers
19
25% of search results of
the world’s top 20 brands
are links to user
generated content
75% of consumers don’t
believe companies tell the truth in advertising
Who Do Customers Trust?
Over 90% of all consumer decisions are
due to a positive recommendation
from someone they trust
-Dr. Walter Carl
Engaged
Consumers
Who Do Customers Trust?
How about 3 more sets
of stats?
Engaged
Consumers
22
81% of consumers receive advice
on a product purchase through
social media
77% of online shoppers use
reviews to make a purchase
decision
44% of companies use
crowdsourcing to get new ideas.
Engaged
Consumers
“It’s not about eyeballs and
ears, but hearts and minds.” – Jeffrey Hayzlett (Kodak)
Engaged
Consumers
Consumer
Centric
Our Consumer
Face to Face &
Experiential Engagement
Content
Loyalty Print and
Digital Advertising
Digital Path to
Purchase
Social
Results of ELF Strategy
25
41%
2012
40%
2013
Return
on
Objective
41%
2014 Thru
September
26
Mobile
Consumers
55% of women use their
smartphones for shopping
41% of women desire mobile ads
that provide location based offers
52% of women use smartphones to share
photos of what they purchase
Nuance Digital Marketing Study October 2013
Impact of Mobile on Shopping
27
Mobile
Consumers
28
Mobile
Consumers
Specialty Mobile
29
Free From
Consumers
Specialty Mobile
30
Free From
Consumers
31
Engaged
Consumers
32
Engaged
Consumers
33
Engaged
Consumers
34
Engaged
Consumers
35
Engaged
Consumers
36
Engaged
Consumers
37
38
Engaged
Consumers
Connect With Them Where They Shop
39
Engaged
Consumers
Connect With Them Where They Shop
40
Engaged
Consumers
Connect With Them Where They Shop
41
Engaged
Consumers
Connect With Them Where They Shop
42
Engaged
Consumers
Connect With Them Where They Shop
43
Engaged
Consumers
Connect With Them Where They Shop
44
Engaged
Consumers
Connect With Them Where They Shop
Engaged
Consumers
45
46
Engaged
Consumers
47
Engaged
Consumers
48
Engaged
Consumers
49
50
51
53
54
55
Encourage Them to Connect
56
57
58
Social Look & Feel
59
60
Encourage Sharing
61
Encourage Sharing
Growing Social Engagement
62
Facebook 256,273 Likes
Twitter 22,351 Followers
Pinterest 3058 Followers
Newsletter Subscribers 65,000+ Opt-in
Instagram 6144 Followers
Measure Everything
63
Monday April 28, 2014
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions
past 24 Hours61 6
@enjoylifecmo
Total Followers 5,728 23
New Mentions
past 24 Hours8 15
Unique Visits 4,446Total Unique Visits
Month to Date50,026
New Visitors 3,322Total New Visitors
Month to Date37,629
Social Media Dashboard
Blogger Reviews
Total Reviews for the Past 7 Days Total Reviews Month to Date Totals Month to Date (Positive/Negative)
@enjoylifefoods
Total Followers 12,388 49
99 POS / 1 Neg
Page views 18,748Total Page views
Month to Date234,154
Website (Weekend)
26 100
TotalsIncrease or
Decrease past 24
Hours
Enjoy Life
Foods
New Page Likes
Total Page Likes
1,217
205,865
New
Followers
Total
Followers
New Repins 4
14
2,687
Measure Everything
64
Monday April 28, 2014
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions
past 24 Hours61 6
@enjoylifecmo
Total Followers 5,728 23
New Mentions
past 24 Hours8 15
Unique Visits 4,446Total Unique Visits
Month to Date50,026
New Visitors 3,322Total New Visitors
Month to Date37,629
Social Media Dashboard
Blogger Reviews
Total Reviews for the Past 7 Days Total Reviews Month to Date Totals Month to Date (Positive/Negative)
@enjoylifefoods
Total Followers 12,388 49
99 POS / 1 Neg
Page views 18,748Total Page views
Month to Date234,154
Website (Weekend)
26 100
TotalsIncrease or
Decrease past 24
Hours
Enjoy Life
Foods
New Page Likes
Total Page Likes
1,217
205,865
New
Followers
Total
Followers
New Repins 4
14
2,687
65
Monday April 28, 2014
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions
past 24 Hours61 6
@enjoylifecmo
Total Followers 5,728 23
New Mentions
past 24 Hours8 15
Unique Visits 4,446Total Unique Visits
Month to Date50,026
New Visitors 3,322Total New Visitors
Month to Date37,629
Social Media Dashboard
Blogger Reviews
Total Reviews for the Past 7 Days Total Reviews Month to Date Totals Month to Date (Positive/Negative)
@enjoylifefoods
Total Followers 12,388 49
99 POS / 1 Neg
Page views 18,748Total Page views
Month to Date234,154
Website (Weekend)
26 100
TotalsIncrease or
Decrease past 24
Hours
Enjoy Life
Foods
New Page Likes
Total Page Likes
1,217
205,865
New
Followers
Total
Followers
New Repins 4
14
2,687
66
Share the Team
67
Share the Team’s Stories
68
Share the WHOLE Team
69
Engaged
Consumers
70
Engaged
Consumers
71
72
Yammer – Internal Communications
73
74
75
76
77
78
Knowledge Sharing via Evernote
79
Stop thinking like a marketer
,advertiser, and employer and
start thinking like a publisher
and socializer
Engaging w/
Consumers &
Co-Workers
The Way We Share Has Changed
82
240 million tablets will be
sold in the US in 2014
The Change Continues…
NPD Display Search – Jan. 2014
The Change Continues…
The Change Continues…
85
Social and Digital…not just another
channel but a transformational
force that requires marketers to
rethink their entire marketing and
communication strategy
Ad Age
