partners in action – state social media
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Partners in Action – State Social Media. Jean O’Toole, Director of PR and Promotion Cindy Chan Phillips, RD – Director of Nutrition Education. When we were kids…. A Cow said….”MOO!”. “Moo” goes Social!. What does that mean?. Millennials Age 13-34 Older Millennials Age 20-34 - PowerPoint PPT PresentationTRANSCRIPT
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Partners in Action – State Social Media
Jean O’Toole, Director of PR and PromotionCindy Chan Phillips, RD – Director of Nutrition
Education
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When we were kids….
A Cow said….”MOO!”
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“Moo” goes Social!
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What does that mean?
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New – Changing Target. MillennialsAge 13-34
Older MillennialsAge 20-34Food & Health Involved
Older Millennial ParentsAge 20-34Food & Health Involved
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Why Millennials?
• Largest population cohort U.S. has ever seen: 86 million strong.
• Growing incomes: Spending power will significantly increase in coming years
• More mouths to feed: Spending on food will jump by $50 billion annually by 2020
• Chicken Nugget generation: Critical that existing chicken-focused mindset needs to be corrected.
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The Millennial Generation: “Things aren’t perfect. I need Beef to be...”
SOURCE: Millennial Generation and Beef, Conversion, December 2011
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Millennials use web for food-related queries.
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Millennials are always connected.
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18%
74%
6%2% 0% 1%
Which of the following foods do you PREFER the MOST to prepare and serve for your child/children?
(n = 506)
BEEF CHICKEN FISH/SEAFOOD PORK VEAL GAME
SOURCE: Millennial Parents and Beef, Conversion, November 2012
Millennial Parents Prefer Chicken for their Kids
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What about…
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Why Not Baby Boomers?
• Population will continue to contract: Falling below 20% of total U.S. population in next eight years.
• Incomes become fixed: Moving from peak earning years to retirement.
• Fewer mouths to feed: Household size shrinks.
• At-home food spending decreases: By $15 billion per year through 2020.
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New York Beef Council
What are we doing Socially?
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New York Beef Council Social Media
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New York Beef Council Social Media
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New York Beef Council Social Media
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New York Beef Council Social Media
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New York Beef Council Social Media
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New York Beef Council Social Media
Website www.nybeef.org
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Help New York Reach YOUR Consumers
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Why We Want YOU
• Promote You and Promote Beef in New York• Source and Support• Advocates and Evangelists• Create Communities• Solve Problems• FUN
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The Result is…
• Cultivate trust and credibility• Get people to talk about beef
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How you can do it?
Engage with us (5 minutes)• Like New York Beef Council Facebook page• Comment on a post• Share a post
Promote your business (10 minutes)• Post news/pictures/specials• Examples: farmers market activity, freezer trade,
educate the public• Pictures of baby calves, cattle in the field, families
interacting with cattle, something personal
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Adirondack Beef Company
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Kinderhook Farm
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Summary
• Comment, share with NY Beef Council Facebook• Help build the community• Keep beef in the conversation• Brag about beef, have FUN!
Make the Connection – with us and with your consumers!
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Questions?• Jean O’Toole [email protected]
Twitter: @nybeefcoach
• Cindy Chan Phillips [email protected]: @nybeefnutrition