national confectioners association - social media and confections

© 2009 | New Media Strategies www.newmediastrategies.net

Pete Snyder Jonathan Eick Founder and CEO Online Brand Manager, Public Affairs

NCA 2009 State of the Industry Conference


Critiques from Bloggers:“Does Skittles control the @Skittles account? Nope!”“Does Skittles actively participate in discussions on Twitter? Nope!”“Does Mars, Inc., its parent company participate on Twitter? Nope!”

Right Now: Skittles is Experimenting

Tweets in 24 hours: 13,000

Launch Future?

Where to go from here:- Sustain- Converse- Integrate

Day 2 Day 3

Abuse of the system; no filters?

Excitement! Impressive!

Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing


Right Now: Thousands are Buzzing on Twitter

Chocolate: 226,000 tweets

Reese’s Peanut Butter Cups: 1,500 tweets

Cheetos: 6,000 tweets

Cadbury: 7,000 tweets

Sprite: 10,000 tweets

Gummy Bears: 2,000 tweets

Jelly Belly: 1,200 tweets

Pepsi: 31,000 tweets



Right Now: Your Products are Being Defined at the Point of Research

“Obesity risk… consuming large quantities of dark chocolate in an

attempt to protect against cardiovascular disease has been

described as 'cutting off one's nose to spite one's face'.”



New Media Strategies

NMS is the industry leader and pioneer in social media marketing and measurement

Over 1,500 campaigns across 60 industries executed by our team of nearly 100 employees

Employ an integrated, three-pronged approach to the online space on behalf of our clients:



Skim Paper during News

Media Time Out

Morning Lunch Midday Commute Evening

Undivided Attention

Sta

te o

f M

ind

MorningTalk

Shows Check Headline

s

TV on in background

AM Radio

Radio During

ride home

Background TV during

dinner

* Source: National Journal Group, Washington in the Information Age

Media Consumption in 2003



Glance at magazine

s

Search the Web

Radio durin

g drive

Weather

Online

Undivided Attention

Sta

te o

f M

ind

Media Time Out

Morning Lunch Midday Commute Evening

Morning TV

Scan Late-Night emails

Skim email &

Facebook

Watch TV in office lobby

Watch YouTube or Hulu

Email & social

networking

Skim blogs at

lunch

Check email

Radio during

commute

News and sitcoms during dinner

Emails before bed

Read before

bedMobile

at stopligh

ts

* Source: National Journal Group, Washington in the Information Age

Media Consumption Today



People are: Creating more media Seeking out more media Accessing more platforms

Social Technologies are: Lowering the barrier to entry Closing the asymmetry of

information gap Enabling human nature to play

out in warp speed

define watch createlisten

share

At the Same Time: Increased Participation, Creation, Platforms



“We're moving away from 'users,' 'customers,' and 'shoppers.'

Social media is bringing back the human element to all digital

interaction.” - ReadWriteWeb (January 2009)


The Human Element is Back


The Rules of Endorsements Have Changed


Michael Phelps:

Spokesman

Michael Phelps:

College Student

Both Personas: Acceptable

Both Personas: Unacceptable


A New Kind of Market Intelligence

Tropicana Packaging Made a big change Reactions were not favorable Tropicana listened Tropicana changed their

strategy


Brand-Driven Decision Consumer-Driven Decision


Kogi Korean Leverages Twitter

Kogi Korean BBQ Taco Truck Posts to Twitter when/where it will be Shares photos of fresh dishes Creates anticipation and loyalty Praise and coverage from dozens of

bloggers and prestigious media outlets: (e.g., New York Times, Financial Times, Los Angeles Times, Wall Street Journal “Independent Street” Blog)



Comcast Listens, Responds Through Twitter Comcast

Allows for bidirectional customer service (listen and respond)

Is now publicly accountable for their customer service

Has over 25,000 tweets and 9,000 followers Receives media attention and praise for their

efforts

Power Twitter user shares recent experience: Comcast didn’t show for appointment Customer tweeted this; received immediate

response over Twitter Hour later, receives phone call Sets up new installation Follow-up phone call after the installation Shares story with hundreds of influencers

“From that moment on, it was the best

customer experience I’ve had

in my life.”- Twitterer, 1300 followers



From the Blogger’s Mouth

Why do I blog? Why does anyone?

Why does my blog matter?

Why does the blogosphere matter?



Bloggers: Driving Stories and Creating a Narrative

Bloggers have the ability to break stories the mainstream media has missed

The cream rises to the top: content and freshness of story determines if it is ignored or catches fire

Mainstream media recognizes the power of blogs, treats bloggers as commentators, experts in their field

How to counter bad buzz – did Papa John’s adequately respond to the story?



Recognizing the Benefits & Perils of the Blogosphere

Kraft Bagel-fuls Announcement of new bagel pre-filled

with cream cheese generates buzz in blogosphere

Questions arise – how could this possibly be good?

Further questions – does Kraft even hold a patent for the idea?

Kraft reaches out to change narrative, set record straight

End benefit of outreach?



Recognizing the Benefits & Perils of the Blogosphere

Dairy Queen’s New Blog You’ve decided to launch a

blog. Will anyone know it exists?

Market to the community you are a part of

Why should I go to your blog? Create incentive to bring in readers, links



Engaging Bloggers: A Win/Win Scenario

Blogger: Enhance reputation, gain inside access, improve accuracy of stories, attract new readers

Your Company: Get accurate information into the hands of interested consumers, tamp down negative stories Increase allies and decrease opponents Set the record straight Google Searches: What will your customers find?



6 Blogger Outreach “Dos”

• Do treat bloggers like journalists, meaning with respect and acknowledging their interests.

• Do treat bloggers like advocates. They blog because of passion, not because it is a job. They have a strong perspective and don’t hide it.

• Do get to know the blogger. If they know you, they are more likely to write what you want.

• Do connect your pitch to other stories that they have written. If they know you read them, they are more likely to write what you want.

• Do give bloggers breaking news. Bloggers crave breaking news and the traffic that usually comes with it. Breaking news makes people feel important and relevant. Traffic and prestige often translates directly into money in their pockets.

• Do correct factual Inaccuracies. Bloggers will get facts wrong. Ask them in private to correct them. If they don’t, provide the correct information in the comments.



6 Blogger Outreach “Don’ts”

• Don’t assume that bloggers have the same ethics and standards as reporters. They will not necessarily respect, or understand, attribution or background agreements. Most bloggers write as a passion, not as a profession.

• Don’t send form letters or use blast emails. Sometimes form letters get posted online to embarrass communications and PR professionals. Instead, personalize your communications.

• Don’t expect objectivity. Even when breaking news, bloggers are like columnists and will have a strong viewpoint. Find ways to use this to your advantage.

• Don’t expect immediate action and/or response. Bloggers almost never work on deadlines.

• Don’t use the same pitch with every blogger. Just as with journalists, bloggers have interests and angles they cover. Play to this.

• Don’t expect them to care about your issue. Always look to create a reason, hook and incentive for them to post.



Where We Go From Here

Social media is creating direct and human connections with you and the people who buy your products – be human back

There is an unprecedented amount of data being posted online every minute about your brand and your product from your customers – listen, tap into and respond to it

There is a danger to want to launch acute campaigns in the effort to create “buzz” and make your content go “viral” – strive to create an ongoing dialog and two-way conversation

Despite the buzz, it is less about the technology and the platforms, and more about about the people – just like in real life, it takes time, dedication and mutual respect to build a lasting relationship



Thank you. Questions?

Pete SnyderWeb: www.newmediastrategies.net

Blog: www.newmediastrategies.net/blog

Twitter: www.twitter.com/PeteSnyder

Email: [email protected]

Phone: (703) 253-0050 x 111

Jon EickWeb: www.newmediastrategies.net

Blog: http://sogoodblog.com/

Twitter: www.twitter.com/SoGoodBlog

Email: [email protected]

Phone: (703) 253-0050 x 165


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