Sean Moffitt's keynote presentation for Infopresse, Montreal www.agentwildfire.com http://www.spreadslikewildfire.com/

1. Sean Moffitt @SeanMoffitt Montreal, Quebec April 14, 2010 Social Media and The Food Industry A Presentation to: www.agentwildfire.com

2. We spend 14 minutes on Facebook everyday…

3. But we spend 44 minutes thinking about food each day…

4. The Top Trending Topic in Canada Yesterday on Twitter?

6. Key Point - You Don’t Have to Choose Sides, Social Media is not a Religion

7. “ The Sensitive New Age Social Media” Religion Type

8. “ The Never in a Million Years Traditionalist” Religion

9. Social Media = Smart Business

10. Big Caution – There is “ being social” and “doing social”

11. “ Being really social”

12. “ Not Being Social”

13. New Rules are in Play In Social Media

14. The New Customer Requirements

15. “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In” Brand evolve - There’s a new currency on how to build brands

16. MASS MARKETING DIRECT MARKETING SOCIAL INFLUENCE MARKETING A Culture Change is Required

17. Low Involvement? Doesn’t matter the size?

18. Regardless of company…social media brings business closer to the customer Percentage that believe they are delivering a positive customer experience - 80% Percentage of their customers who agree - 8%

19. Top Reasons – Why Now Social Media #1 The Need for Authenticity and Transparency -42% #2 The rise of social networks - 38% #3 Increasing role of wireless/mobile - 35% #4 Customers/people waning attention spans - 25% #5 Media fragmentation - 22% #6 Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report, April 2010

20. What Do We Know?

24. ½ Dozen Reasons Why This is Important?

25. #1 - Engaged brands are winning.

26. Engaged Brand Value +18% Non-Engaged Brand Value -6% Interbrand 2010 Top Global Brand report

27. #2 – Social Media = Many Benefits

29. Maker’s Mark Advocates

30. Molson Perception 2.0

32. Doritos Content

33. Starbuck’s Insight

35. Whole Foods Support

36. Pepsi Serendipity

37. How is Canadian Business using Social Media

38. #3 – It’s Where Your Audience Lives

39. Online Canadians are spending 18 hours online each week (higher than TV) We’re spending 82% more time on social networks than last year

40. Scale – 14,252,000 Canadians Engagement – ½ log on everyday Age - 37% are over 35 years old Associations - 500,000 pages/5.3 billion fans Purchasers - 53% female Connected - Average 130 friends

41. Top Brand Facebook Pages – Canada #1 - Pepsi #2 - Canada Dry #3 – McDonald’s #4 – Dorito’s #7 – Red Bull #8 – Amp Energy

42. Scale – 3,000,000 Canadians (est.) Followers – 190 followers each (after 2 yrs) Influence - 0.7% of audience are followed by 1000+ users Experts -10% of audience is posting 90% of tweets

43. #4 – It will Keep Growing

45. Ching Ching $$$ There is a solid industry business case 79% of firms will be increasing investment in Web 2.0 technologies; only 6% will decrease. Source: Gartner, Sept 2009

46. Social Media Growth Estimations

47. Types of New Media Future Growth

48. #5 – We’re Not Very Good at It

49. Business and marketing are lagging their customers Question: How familiar are you with the tools of social media? 71% of marketers are less/only equally familiar with the use of social media tools than their customers Source: com.motion Poll

50. #6 – Your Customers Want It

51. 85% of people want companies engaging with their customers in social media 56% of people feel a stronger connection with those companies they interact with in social media

53. Food and recipes/cooking are #3 and #5 blog-related topics among women

54. The Recipe for Success? Technology? Design? Funding?

55. The Biggest Social Media Sins - Listening, Content and Focus

56. The FLIRT Model – A Recipe for Community Success

57. FOCUS – “ Why are we doing this/what are we doing?”

58. FOCUS– Marry All Parties’ Interests/Capabilities Two Big Axioms Social/member needs > Company needs Focus > Technology

59. Area of Benefit “ what do you want to achieve?” Scale/Size of Collaboration “ how big will it be?” Depth of Collaboration “ how much member involvement is expected?” Exclusivity of Membership “ how open is your community?” FOCUS – What are we trying to build..

60. Nike + -Members/Customers Values/Lifestyle/Desires

64. LANGUAGE & OUTREACH “ do I like this/can I identify with this?”

65. “ It doesn’t matter what you say, if I don’t like the way you’re saying it” James Cherkoff, Collaborate Marketing

67. Outreach - The Community Tentacles Community Portal Content Engine Blog/RSS Social Targeted Findability Visual Multimedia Updates Interesting- ness Conversation Collaboration Offline Direct Grassroots Outreach Badging Aggregation

68. Visual Outreach – Not Everyone is Equal

70. INCENTIVES & MOTIVATIONS “ what’s in it for me?”

71. Matching Incentive to Motivation

75. Souplantation 45,000 Facebook fans, 12,000 twitterers

76. Souplantation Show your Pucker Face –400% increase in Facebook fans Guess How Many Strawberries –700 fan comments each time . Celebrate Salad –dozens of salad works of art. Where’s Sweetie? – In September, Sweetie travelled around the world, major blogger and traditional media buzz. What Are You Thankful For? –customers submitted their thankful thoughts, pictures and videos .

77. RULES “ what can/can’t I do here?”

79. Coca Cola’s 10 Social Media RulesRules 1) Be Certified in the Social Media Certification Program. 2) Follow our Code of Business Conduct and all other Company policies. 3) Be mindful that you are representing the Company. 4) Fully disclose your affiliation with the Company. 5) Keep records. 6) When in doubt, do not post. 7) Give credit where credit is due and don’t violate others’ rights. 8) Be responsible to your work. 9) Remember that your local posts can have global significance. 10) Know that the Internet is permanent.

80. TOOLS & PLATFORM “ how and where does it work?”

82. Platform Choices

83. Platform Choices

85. Most inventive use of Twitter - Bakertweet

86. COMMUNITY MANAGEMENT “ who will lead the conversation?”

87. How to Avoid This…

88. Community/Brand Evangelists - Tasks

89. The Hero Community Manager – Nature Valley

90. The Collective Effort - Kashi

91. The Outsourced Effort – Philadelphia Cream Cheese

92. LIFE STAGE OF THE COMMUNITY “ when do we need to adapt?”

93. The Life Stage of a Community

94. METRICS, MEASUREMENT, INSIGHTS & ROI “ what do we measure and look for?”

96. CULTURE & ORGANIZATIONAL CHANGE “ how will we be changed?”

99. Let’s Start Your Next Brand Conversation… Inquire: spreadtheword (at) agentwildfire.com Phone: 416-255-4500 URL: www.AgentWildfire.com Blogs: http ://BuzzCanuck.typepad.com/ http ://www.spreadslikewildfire.com/