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Exploring social media to develop food and drink brands Daniel Stracey InterQuest UK "Man's inability to communicate is a result of his failure to listen.

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Presentation on theme: "Exploring social media to develop food and drink brands Daniel Stracey InterQuest UK "Man's inability to communicate is a result of his failure to listen."— Presentation transcript:

1 Exploring social media to develop food and drink brands Daniel Stracey InterQuest UK "Man's inability to communicate is a result of his failure to listen effectively.“ Carl Rogers

2 2  Why it’s important to explore social media  Questions for your brand  Investigating social media to generate insight  Interactive NPD workshop

3 3  A brand succeeds when it bridges the gap in consumers minds of where they are and where they want to be  Social media helps build the bridge – answering fears and questions, leading people from their reality to achieving their visions Understanding How Customers Bridge the Gap

4 4  Brands can no longer force themselves into the lives of consumers  They need to listen in order too evolve... Listening in the Age of Empowered Customer Communications

5 5  Brands need advocates to spread the word  Fewer more accessible sources for recommendation than the Internet... Building and Sustaining Advocacy

6 Questions for your brand  Which brands generate the most online discussion?  Who’s likely to be talking about my brand online?  Is positive and negative sentiment changing over time? Why?  How are trends being discussed and associated with my brand? 6

7 7 Comparing relative levels of discussion Naomi C vs. Danny D vs. Alex R: H209 Relative Discussion Volume Trend Danny Dyer Naomi C Alex Reid Peak for Danny D on 26 th August! Peak for Alex R on 24 th November! What’s driving the peaks..?

8 8 What’s driving discussion peaks for Danny D? Danny Dyer H209  Crowd violence at the West Ham vs. Millwall FA Cup game  Deadliest Men highlighted as something watched by hooligans (‘people that wear Stone island and idolise Danny Dyer’)  Negative associations centre around glamorisation of violence, Danny not being ‘hard’ and playing one type of film character Volume Trend Sentiment Analysis

9 Investigating Social Media 9 Volume Trend ReportingShare of Voice ReportingInfluential sites, forums and blogs Topic Association ReportWord CloudSentiment Reporting

10 10 Interactive NPD Workshop

11  Select a product from your table and develop an entirely new product concept using the social media trend info provided Create Your Own Concept! Instructions 1. Select product and review social media trend Info (10 mins) 2. Create concept using framework and elect member to present (5 mins) 3. 60 second presentations with vote at the end for the best concept (12 mins)

12 DRAWING OF PRODUCT BEING CONSUMED / ENJOYED BY TARGET CUSTOMER Include details of what they are thinking STRAPLINE/SLOGAN Simple, direct, consumer-friendly STATEMENT OF THE BENEFITS Make this easy-to-understand & persuasive Include points of difference / what makes the product special e.g. how product tastes, special ingredients etc. Very nice Concept Framework

13 DRAWING OF PRODUCT BEING CONSUMED / ENJOYED BY TARGET CUSTOMER STRAPLINE/SLOGAN Super Spam with Premium Ham! STATEMENT OF THE BENEFITS Spam to span the next generation! Using the finest British farm assured ham Super Spam hits hunger hard! Example – Super Spam Bloody festival food! I hate being ripped off.. Wish I’d remembered to bring some Super Spam!

14 DRAWING OF PRODUCT BEING CONSUMED / ENJOYED BY TARGET CUSTOMER Include details of what they are thinking STRAPLINE/SLOGAN Simple, direct, consumer-friendly STATEMENT OF THE BENEFITS Make this easy-to-understand & persuasive Include points of difference / what makes the product special e.g. how product tastes, special ingredients etc. Very nice  Aim to spend 10 mins reviewing comments & 5 mins writing up  Elect person to present concept back to the group during this time  Those presenting will have 60 secs to present back to the group  Everyone votes at the end for the best concept

15 15 LONDON InterQuest.com UK Ltd 9 Dartmouth Street London SW1H 9BL Tel +44 (0)207 222 9438 HELSINKI InterQuest Oy Tehtaankatu 27-29 D FIN-00150 Tel +358 (0)9 2517 5300 Fax +358 (0)9 2517 5343 info@interquest.com Daniel Stracey Head of Social Media Research Mobile: +44(0)7823334012 email: daniel.stracey@interquest.com Ville Osterlund Managing Director Mobile: +44(0)7833097500 email: ville.osterlund@interquest.com Kari Aalto Chairman Mobile: +358(0)408619344 email: kari.aalto@interquest.com


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