GMA's CPG Social Media Survey • Respondent companies in general seem to still be grasping what, how, and who to get involved in social media • Monitoring and Measuring social media is still a big question mark among CPG companies • While the opportunity for ROI exists, most companies have yet to experience ROI

1. The GMA CPG
Social Media Forum
GMA Survey Findings:
Social Media Trends for the CPG Industry
Jeanne Iglesias, Senior Director, Industry Affairs, GMA
December 10, 2009

2. The GMA CPG
Social Media Forum
Survey Design
• Inspired by Julie Craven, VP, Corporate Communications, Hormel
Foods Corporation and Chair of the GMA Communications
Committee
• Multiple requests from GMA Members asking for industry
research and benchmarking on Social Media
• Informal 14 question, 5 minute multiple choice and open ended
survey via survey monkey
• 22 respondents

3. The GMA CPG
Social Media Forum
Where is your company positioned (maven,
butterfly, selective or wallflower) the use of
social media?
Where is your company positioned (maven, butterfly, selective or
wallflower) the use of social media?
Maven: Presence in a high
number of social media
channels; high engagement
within those channels
Butterfly: Low presence; High
engagement
Selective: High presence;
52.6% Low engagement
Wallflower: Low presence;
Low engagement

4. The GMA CPG
Social Media Forum
Ownership of Social Media
• 5 “other” responses
– Human Resources
Who owns social media within your company?
– Consumer Affairs/ Relations
– Cross‐functional teams
– Undetermined
Marketing – Not assigned
Public Relations
Consumer Affairs
70% Information Technology
Communications

5. The GMA CPG
Social Media Forum
Are you shifting resources from traditional
media to social media?
Are you shifting resources from traditional media to social media?
Yes
No
63.6%

6. The GMA CPG
Social Media Forum
Is social media generating funds or using
resources within your company?
• 11 of 22 responded that they are currently applying resources and are
working towards generating revenue but have not yet achieved that
• Only 2 respondents indicated they are generating funds through the use
of social media
“It's not an "or" answer. We are using resources and generating some
funds. Plus, we're finding the generation of goodwill and brand
awareness is high from our social media efforts.”
“using resources. We are new to the social media world (few years under
our belt) and are embarking in a broader/more in depth way in 2010”
“Social media is using resources within our company ‐ we do NOT
generate revenue from it”

7. The GMA CPG
Social Media Forum
Twitter, Blogs, Facebook
• When asked about use of the “big three” social media vehicles,
majority responded that they do not regularly use any of the three
to support their company and brands
• Social Media Vehicles by use
– 50% of respondents use facebook
– 41% twitter
– 29% blog regularly

8. The GMA CPG
Social Media Forum
Programs and Tools to Monitor & Measure
Social Media
Do you have a program in place to monitor and report on consumer
generated content about your company or brands?
– 54% do not have a program in place to monitor and report on consumer
generated content
What tools are you using to track the reach of your social media
activities?
– Respondents answered: website, using outside agency, Buzzmetrics,
Vocus, Tweetdeck, Radian 6, Google alerts, bit.ly to track Twitter clicks,
Social Oomph, email responses, Facebook members and Twitter
followers, Diggs, YouTube video views and comments
– 10 responded that they currently do not have any tools to track social
media activities

9. The GMA CPG
Social Media Forum
How Do You Measure Success: The Right
Metrics
• What types of metrics are you tracking in your social media campaigns?
– Responses included:
• “interactions, coupon usage, and online purchases as a result of social media
campaigns”
• Number of Comments
• “Pretty straight forward elements...number of participants, those registering,
bounce rates”
• “Buzz and positive versus negative”
• “Awareness/Viewership, Message Delivery, Favorability”
• “fans, followers, comments, engagements”
• Use of vanity URLs specific to social media
– 11 responded that they do not have specific metrics at this point or do not
know the metrics

10. The GMA CPG
Social Media Forum
What about Social Media Usage Internally?
Do you have a social media policy in place that governs how
employees participate in social networking?
Yes
No
76.2%

11. The GMA CPG
Social Media Forum
Have you used social media for issues
management?
Have you used social media for issues management?
Yes
81.8% No

12. The GMA CPG
Social Media Forum
The Challenges of Social Media
“Engaging all generations and seeking buy‐in.”
“ROI”
“Developing a plan to use it; there are so many different options with so
many different tools. Our challenge is figuring out what is best for our
company.”
“Figuring out the best way to
“The visibility and the quick numerous get it done in a business to
engagements that need immediate business environment”
attention”
“Reporting”
“How to measure it!”
“Having the resources to manage it properly.”

13. The GMA CPG
Social Media Forum
The Challenges of Social Media
“Leveraging this quickly‐changing channel both
“Negative exposure” appropriately and efficiently without polluting the
foundation on which it is built ‐ trust between friends.”
“How do we keep it constantly fresh.” “How to monetize”
“Managing issues in a public forum. Broader risk of negative
exposure to brands. Correcting miss‐information that's
circulating.”
“tying all social media mentions/interactions to sales”
“legal implications of what is
considered compensatory time”

14. The GMA CPG
Social Media Forum
Social Media Opportunities for the CPG
Industry
• the ability to connect personally with customers in real‐time,
consumer engagement with the product; consumer as a product
advocate
• Increase reach beyond television ads
• Building awareness among younger generation
• Seeking new talent
• Cost‐efficient marketing tool
• Position the company as a resource and improving brand image
• Internal company communication
“The opportunities are endless. The sky is the limit when it comes to Social
Media in the workplace.”

15. The GMA CPG
Social Media Forum
Conclusions
• Respondent companies in general seem to still be grasping what,
how, and who to get involved in social media
• Monitoring and Measuring social media is still a big question mark
among CPG companies
• While the opportunity for ROI exists, most companies have yet to
experience ROI
• There is NO RIGHT WAY to effectively use social media
• Social media opportunities our endless