low cost / high impact social strategies 05152014
DESCRIPTION
Presentation to Social Media Masters Summit May 15, 2014TRANSCRIPT
Low Cost / High Impact Mobile & Social Strategies
May 15, 2014
Joel Warady Chief Sales & Marketing Officer
@enjoylifecmo
joelwarady
Should We All Go Gluten Free? The singer was a no-show. The Gluten Free Expo in Sandy, Utah — one of the nation’s largest events dedicated to foods untainted by wheat — was going to have to start without the national anthem. But Debbie Deaver, the expo’s founder, didn’t have time to worry about that. The song, to be honest, was the least of her problems. Deaver had slept four hours in the last three days. The 34-year-old woman — who has celiac disease and therefore must avoid eating gluten, a key protein in wheat — was running on prayer and Diet Dr Pepper. She needed sleep, and syrup. A day earlier, a shipment of maple syrup failed to arrive, forcing her to scramble to find a topping suitable for the expo’s enormous gluten-free pancake breakfast. A last-minute donation of 35 cases of marionberry syrup would have to do. And then there was the issue of actual attendees. With the sky spitting rain outside and temperatures hovering around 40 degrees on a dark October morning, Deaver was becoming convinced that no one was coming to her expo in suburban Salt Lake City. “I’m getting nervous,” she admitted as she scanned the empty concourse of the sprawling, glass-walled South Towne Exposition Center just 30 minutes before the show started. “People aren’t showing up.” But seemingly all at once, they did. When Deaver opened the front doors at 9 a.m., she was stunned by the huge crowd waiting to get inside. At the sight of these people — her people — Deaver stopped cold in her Puma sneakers and began to cry. “I’m just so excited about those gluten-free pancakes,” she announced to the crowd. “Is everybody ready to eat some pancakes?” Four hundred people surged into the expo hall in the first 10 minutes, 1,200 in the first hour and nearly 6,000 by the end of the single-day event. They came from as far away as Arizona and Nebraska, like pilgrims to a sort of gluten-free Mecca. Once inside, many were soon listening to one man: Dom Alcocer, a 33-year-old marketing manager, who stood on a chair in an expo booth, barking at the attendees and throwing gluten-free granola bars into the crowd. “Ohhhhh! Dropped pass!” Alcocer shouted to one person. And then, to another: “Nice catch!”
November 25, 2011
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You have heard a lot about Gluten Free…
Gluten Free Foods Paying Off Big
csnbc.com
May 20, 2011
Once confined to specialty health stores and
bakeries, the category is fast becoming
mainstream, with more gluten-free foods
available at more retailers. Subway is road-
testing a gluten-free brownie and roll for
sandwiches at select Texas restaurants, with
plans for a more testing in an Oregon city.
General ills has expanded their line of
gluten-free foods to include boxed cereals,
such as Chex.
P.F. Chang's China Bistro offers an extensive
gluten-free menu.
Whole Foods Market has a wide spectrum of
packaged gluten-free products, including 30
varieties of baked goods made at a gluten-
free facility in North Carolina, and then
shipped across the country.
And the variety is expanding beyond baked goods and pasta, usually the most relevant gluten-free
categories. Retailers sell baby food, condiments, desserts, pizza, and seafood entrees, all without gluten.
"More food companies are jumping on the bandwagon to label foods gluten-free. There's a groundswell,"
says Cynthia Kupper, executive director of the Gluten Intolerance Group of North America, a nonprofit group
that supports people with gluten-related disorders including celiac disease. "When the low-carb fad died, this
was the new product trend —the gluten-free market."
Growing Category
Gluten-free ingredients can be pricey — Kupper estimates a gluten-free product can cost two- to three-times
more than regular items — but that has yet to dent their growth.
In 2010, gluten-free foods racked up $2.5 billion in global sales, accounting for more than a quarter of all
food-intolerance purchases, according to Euromonitor International.
Global sales are up 92 percent since 2005 and are forecast to hit $3.4 billion by 2015. In the U.S., sales
reached $1.2 billion last year, more than double that of five years ago. Euromonitor is forecasting $1.7 billion
in sales by 2015.
General Mills, for example, offers more than 300 gluten-free products including yogurt, fruit snacks, desserts
and soups. The consumer foods giant recently unveiled five gluten-free varieties of Chex cereal.
This follows the successful launch of its gluten-free dessert and pancake mixes, including its Betty Crocker
and Bisquick brands, beginning in 2009.
"In just a few months we got 11,000 calls and 98 percent were positive," says Dom Alcocer, marketing
manager for General Mills.
Whole Foods' portfolio of gluten-free goods has more than doubled during the past five years -- both in
terms of the number of brands and number of individuals products offered by those brands.
In 2004, the company opened a Gluten Free Bakehouse in Morrisville, N.C. that's dedicated to making baked
goods.
Making Sense of the Gluten-Free Food Frenzy
June 1, 2012
[Overheard at dinner par4es, buffet tables, and salad bars across America]
"Keen-‐what?“ "Keen-‐wah. I don't really know what it is either, but it's supposed to be healthy, and it's gluten-‐free. Here, try it.“
"Oh, cool. My sister-‐in-‐law is gluten-‐free. I'm thinking maybe I should do that—you know, to help with my IBS.“
For a substance largely unheard of un4l recent years, gluten—a protein found in wheat, barley, rye and other products—seems to be on
everyone's lips these days. And why wouldn't it be? A gluten-‐free diet has been touted as a cure for everything from obesity and rashes to
Gluten-free Industry Tops $6B The gluten-free industry is booming, growing 27 percent since 2009 and
exceeding $6 billion in 2011, and fueled by an abundance of new
products in 2010 and 2011 that bear a gluten-free claim. However,
despite an increase in popularity and product development, celiac
disease and gluten intolerance could be widely undiagnosed; according
to recent Mintel research, just 1 percent of consumers say they’ve been
diagnosed with celiac disease and only 8 percent overall say they are
gluten intolerant/sensitive. Mintel’s research suggests that number should
be closer to 15 percent. “The prevailing problem is that many Americans simply may not realize
they are gluten intolerant/sensitive, or they may be ignoring signs and
symptoms,” said David Browne, senior analyst at Mintel. “While food
companies may be overdoing it unnecessarily with gluten-free label
claims that are appearing on everything from tomato sauce to scallops,
the message is getting out and it’s likely that many more consumers will
engage in the sector, both for foods eaten at home and at restaurants.”
According to Kerry Watson, SPINS natural and specialty product expert,
“more doctors are testing for these conditions and more people are
experimenting with a gluten-free diet. It’s our responsibility as an industry
March 2, 2012
4
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: Na4onal Diges4ve Diseases Informa4on, March 2012; HealthCare Zone 03/12; Na4onal Founda4on 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
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• Consumers have limited options
• If they like something, they buy a lot
Consumer Devotion
Enjoy Life Foods is the trustmark and lovemark
of choice
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Trustmark
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Meet my Mother
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10
11
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Meet my Niece
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Meet the Future
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20
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We are ignoring the shopper’s path to purchase and path to new
product selec4on
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
Solu7ons for the screen they happen to have in front of them at that 7me
Stop worrying about what YOU should do in the digital space…
Strategy
92% of word of mouth… happens offline.
Engaged Consumers
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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
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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
Results of ELF Strategy
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41%
2012
40%
2013
Return on
Objective
39%
2014 Thru April
Consumer Centric
Our
Consumer
Face to Face &
Experiential Engagement
Content
Loyalty
Print and Digital
Advertising
Digital Path to Purchase
Social
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35
Mobile Consumers
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Mobile Consumers
Specialty Mobile
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Free From Consumers
Specialty Mobile
38
Free From Consumers
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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 Marke0ng Study October 2013
Impact of Mobile on Shopping
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Engaged Consumers
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Engaged Consumers
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Engaged Consumers
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Engaged Consumers
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Engaged Consumers
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Engaged Consumers
Engaged Consumers
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Engaged Consumers
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Engaged Consumers
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Engaged Consumers
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Engaged Consumers
Growing Social Engagement
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Facebook 213,000 Likes
Twifer 18,100 Followers
Pinterest 2698 Followers
Newslefer Subscribers 60,000+ Opt-‐in
Instagram 4215 Followers
Measure Everything
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Monday April 28, 2014
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions past 24 Hours
61 6
@enjoylifecmo
Total Followers 5,728 23
New Mentions past 24 Hours
8 15
Unique Visits 4,446Total Unique Visits
Month to Date 50,026
New Visitors 3,322Total New Visitors
Month to Date 37,629
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 Date 234,154
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
55
Monday April 28, 2014
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions past 24 Hours
61 6
@enjoylifecmo
Total Followers 5,728 23
New Mentions past 24 Hours
8 15
Unique Visits 4,446Total Unique Visits
Month to Date 50,026
New Visitors 3,322Total New Visitors
Month to Date 37,629
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 Date 234,154
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
56
Monday April 28, 2014
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions past 24 Hours
61 6
@enjoylifecmo
Total Followers 5,728 23
New Mentions past 24 Hours
8 15
Unique Visits 4,446Total Unique Visits
Month to Date 50,026
New Visitors 3,322Total New Visitors
Month to Date 37,629
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 Date 234,154
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
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63
Engaged Consumers
Connect With Them Where They Shop
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Engaged Consumers
Connect With Them Where They Shop
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Engaged Consumers
Connect With Them Where They Shop
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Engaged Consumers
Connect With Them Where They Shop
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Engaged Consumers
Connect With Them Where They Shop
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Engaged Consumers
Connect With Them Where They Shop
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Engaged Consumers
Connect With Them Where They Shop
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Stop thinking like a marketer and advertiser and start
thinking like a publisher and socializer
Engaging w/ Consumers
The Way We Share Has Changed
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240 million tablets were sold in the US in 2013
The Change Con7nues…
NPD Display Search – Jan. 2014
The Change Continues…
The Change Continues…
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Social and Digital…not just another channel but a transformational force that requires marketers to rethink their entire marketing strategy
Ad Age
