The Integer Group, on behalf of the North American Grocery Retail Council (sponsored by CCRRC) has produced a series of papers to help grocery retailers get to grips with the every changing world of the social web. This presentation was shared at the National Grocer Association's annual conference in Feb 2012 and is a high level summary of a series of five white papers which are being released at www.ccrrc.org and at www.shopperculture.com.

1. NGA CONFERENCE
FEBRUARY, 2012
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2. 50% of all Americans
are active users of social networking.
250
MILLION
photos are uploaded
1.8 BILLION DAILY to Facebook.
tweets sent
each WEEK!
Sources:
eMarketer®. (2011, March). U.S. Social Network Usage: 2011 Demographics and Behavioral Trends
Facebook. (2011). Press Center. Company statistics. Retrieved from https://www.facebook.com/press/info.php?statistics
Paul Sloan. (2011, October 17). Twitter CEO: 250 million tweets – now what? Message Posted http://news.cnet.com/8301-1023_3-20121714-93/twitter-ceo-250-million-tweets-a-day-now-what/
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3. WHO’S USING SOCIAL MEDIA?
2011
15% 40% 45%
are <18 years old are 18-34 years old are over 35 years old
2013e 15% 35% 50%
<18 years old 18-34 years old over 35 years old
Source: eMarketer®. (2011, March). U.S. Social Network Usage: 2011 Demographics and Behavioral Trends
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4. IT’S A BIG DEAL.
BUT WHY?
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5. IT’S HUMAN NATURE TO CONNECT....
PRIMITIVE MAN MODERN MAN
Source: Google UX Team Research, The Royal Society, Biological Sciences
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6. Facebook is my
‘window to the world’
… it’s pretty hard to connect with people in
person with three kids and all of life’s
activities, so Facebook helps us all stay in
touch and see what’s going on in each
other’s lives.
Social Network Connector, Female, 35-44
Source: Integer/iModerate. (2011, November 7). Social Networking and Brand Engagement Research
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8. HIGH SCHOOL
The people involved self-select into cliques and subgroups.
(Bonders, Sharers, Creators & Professionals*)
What people say can shape a reputation
for good and bad.
Fun and exciting people attract a crowd.
Boring people are often overlooked.
*Source: Integer/iModerate. (2011, November 7). Social Networking and Brand Engagement Research
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9. SELF SELECTING SUBGROUPS OF THE SOCIAL WEB
School Newspaper
Publication
Extracurricular
Games Sharing AV Club
Activities
Cross
Functional
Platform
(Facebook,
Lunchroom Networking Google) Discussion Debate Club
Home Room Location Commerce Young Entrepreneur Club
Source: Integer Primary Research, Media Sociaux
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10. HOW AND WHY DO WE CONNECT
AND MAKE OUR OWN COMMUNITIES?
1. Communicate
2. Create
3. Collaborate
4. Consult
Source: WARC Admap September, 2011
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11. WE ALL DESIRE COMMUNITY
WEAK TIES
STRONG TIES
Source: Google UX Team Research ...AND COMMUNITIES EXIST
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13. LEVELS OF ENGAGEMENT ON THE SOCIAL WEB
CREATE
PARTICIPATE
UNDERSTAND
LISTEN
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14. LISTENING
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15. UNDERSTANDING
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16. PARTICIPATING
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17. CREATING
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18. KEY CONCEPTS
FOUR LEVELS OF ORGANIZATIONAL ENGAGEMENT
FOUR C’S OF WHY PEOPLE WANT TO CONNECT
YOU CAN BE A WEAK TIE, AND BE INFLUENTIAL
COMMUNITIES EXIST - WHAT’S YOUR ROLE?
THE SOCIAL WEB IS LIKE HIGH SCHOOL
IT’S HUMAN NATURE TO CONNECT
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19. UNTANGLING THE SOCIAL WEB
FIVE PART SERIES
INTRODUCTORY OVERVIEW
PART 1: PART 2: PART 3: PART 4: PART 5:
ASSESSING IDENTIFYING SOCIAL THE VALUE OF THE
THE SOCIAL THE ALLURE OF NETWORKING SOCIAL EFFECTIVENESS
NETWORKING SOCIAL PERSONAS: NETWORKING OF
LANDSCAPE. NETWORKING: A Look at FOR BRANDS PROFESSIONAL
Traits, Behaviors Consumer and AND RETAILERS. SOCIAL
and Motivators. Shopper NETWORKING.
Mind-sets.
JAN 2012 FEB 2012 MARCH 2012 MARCH 2012 APRIL 2012
CLOSING SUMMARY
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20. WHAT ARE YOUR SHOPPERS SAYING, RIGHT NOW, ABOUT YOU?
WHAT COMMUNITIES EXIST WITHIN YOUR SHOPPERS?
WHAT ROLE CAN YOU PLAY FOR YOUR SHOPPERS?
HOW CAN YOU FACILITATE THEIR COMMUNITIES?
HOW CAN YOU ADD VALUE TO THEIR COMMUNITY?`
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21. CCRRC North America Council Members:
David Ball, Ball’s Food Stores Inc.
Jonathan Berger, The Consumer Goods Forum
Chris Coborn, Coborn’s Inc.
Mike Donnelly, The Kroger Co.
Randy Edeker, Hy-Vee, Inc.
Cathy Green Burns, Food Lion LLC
Jerry Golub, Price Chopper Supermarkets
Mark Irby, Publix Super Markets
Jay Lawrence, MAL Enterprises, Inc.
John Lucot, Giant Eagle, Inc.
Tim Mason, Tesco U.S.
Jason Potter, Sobeys
Leslie Sarasin, Food Marketing Institute
Carlos Smith, Bodega Latina Corporation
Greg Sullivan, Walmart Stores, Inc.
J.K. Symancyk, Meijer Inc.
Todd Vasos, Dollar General Corporation
Lauri Youngquist, Knowlan’s Super Markets, Inc.
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22. DOWNLOAD TODAY
www.ccrrc.org
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