09 June 2010

Arla’s use of blogging and social media in consumer relations and research

09 June 2010 2

09 June 2010 3

The social media have taken over the role of the old market place

•We get insights for the company – makes it easier to take action

•We get to know the consumers

•We show transparency

•We can involve the consumer

•We get easy access to information, trends, preferences and attitudes

09 June 2010 4

A million different definitions….

“Social media is the use

of technology combined

with social interaction

to create or

co-create value.”

Source: Duct Tape Marketing

09 June 2010 5

Examples of social media

• Blogs (Wordpress, Blogger, corporate blogs)

• Micro-blogging (Twitter)

• Crowdsourcing /Open innovation

• Social networking (facebook, MySpace, LinkedIn)

• Social bookmarking/tagging (Delicious)

• Social media monitoring (Attensity, overskrift.dk, MeltwaterBuzz)

• Corporate websites with the possibility to comment and share content (Arla.dk, newspapers like The Times)

• Photo-, video- and slidesharing (flickr, YouTube, Slideshare)

• Livecasting (Skype)

• Social news (Digg)

• Wikis (Wikipidia)

09 June 2010 6

Are the social media here to stay?

2400

30.000

85.000

130.000

160.000

0

20000

40000

60000

80000

100000

120000

140000

160000

Ult.

2005

Ult.

2006

Ult.

2007

Ult.

2008

Ult.

2009

Blogs

Source: overskrift.dk, Danish blogs

More than 400 million active users People spend over 500 billion minutes per month on Facebook

12,2 billion videos are shown per month in the USEvery minute 24 minutes of video are uploaded

27,3 million tweeds per day

126 million blogs in the world

Source: Jess3/The state of the Internet, feb. 2010 and facebook.com

09 June 2010 7

Making the dialogue transparent- start of Arla Forum & blogs

• When writing to Arla Forum the consumer can checkmark a box to make the question public

• Everybody can follow the questions and answers

• 100.000 contact points the last five years

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Making the dialogue transparent- start of Arla Forum & blogs

• Part of a generel focus on openness and transparency

• Part of improved focus on open and direct dialogue with the Danish consumer

• Part of the process of letting the consumers get personal with ”the giant”

• Prove Arla as a listening and learning organisation

Improve image

09 June 2010 9

…..still the same focus, but also….

• more focused on involvement

• more focused on creating insights to action

• more focused in sharing the process with the consumer

• more focused in interaction on external sites and social medias

”Bring wine to the picnic”

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http://www.arla.dk/opskrifter/

http://www.arla.dk/Arla-Forum/Spoergsmaal-svar/

Sharing and commenting on arla.dk

09 June 2010 11

Arla Forum on facebookhttp://arla.dk/facebook-arlaforum

All commercials on youtube.com

Several twitter accounts

Active on other blogs

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•Is anyone talking about you or other subjects of interest?

•How much, when and where are they talking about you?

•What are they saying?

What are you going to do about it?

Monetoring the social media

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Involvement

09 June 2010 14

Social media and return of involvement

Being present in the social media is about making money – but what kind of money?Is it about dollars and cents or is it about more airy currencies like friendship, love and loyalty – which might lead to return on involvement/investment for the business……

Quote: Ida Borch, Orator

09 June 2010

Case 1:

Blog post about the need for lactofree products

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Case 1: Blog post about the need for lactofree products

Question on my blog:In which order would you prefer these lactofree products to be launched?

1. Whipping creme2. Creme fraiche3. Yoghurt naturel (with probiotics)4. Yoghurt with fruit

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Case 1: Blog post about the need for lactofree products - insights

•Shopping habits

•Cooking needs

•Need for guidance

•Opportunities for communication

•Knowledgde about non-dairy alternatives and other lactofree dairy products

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Case 1: Blog post about the need for lactofree products - insights

Earned trust in Arla

Link from existing facebook group

Building consumer relations

High involvement

Establising a forum for the target group

New communication channel

09 June 2010

Case 2:

An open innovation platformFremtidens måltider(Future meals)

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Case 2: Fremtidens måltiderhttp://www.fremtidensmaaltider.dk/

Website facilitating crowdsourcing Workshop tool•open dash board of ideas•documenting the outcome of the workshop

Open access after the workshop

•network of participants

•sharing of ideas from the workshop and posting new ideas

•Everybody’s property and right to use ideas

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Using social media for sensory research?

Is it possible?

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Professional exchange or consumer interaction

•Networking, e.g. LinkedIn

•Sharing and searching for presentations – Slideshare

•Co-creating - Innocentive

Considerations:

•Common language – how is taste defined globally?

•Own blog or interacting on other blogs and social media?

•How detailed can you expect the consumer to be?

•Purpose – involvement or reseach?

•Liking•Preferences•Blind tasting

09 June 2010 23

Examples of sensory science and food blogging

• Sensory Science for the Masses – blog from a sensory scientist about how people interpret the complex stimulation from food and beverage.

• Arla Køkkenbloggen (Kitchen Blog) – blog about food, recipes, cooking as part of a modern life style and experiences in the kitchen.

• Brown bean – Coffee community including a blog, review forums, videos, how-to guides and articles.

• Khymos – blog about the link between chemistry and food (molecular gastronomy)

• The Science of Food – blog and forum for news, views and discussions about all things related to the science of food.

*More details in the appendix.

Go on – lot’s of possibilities to ”read between the lines”

09 June 2010 24

My recommendations

• Get active!

• Create a LinkedIn profile and search for relevant groups

• Create a profile on slideshare.net

• Search for relevant blogs on the web

• Start asking questions or take part in a dialogue

• Focus on the professional exhange

• You have to be ready to be open and share information and knowledge

• It’s easier to get started on external sites than maintain your own blog

09 June 2010 25

It has to make sense(ory)……..

09 June 2010 26

Or contact me later

Mail: taude@arlafoods.comLinkedIn: http://dk.linkedin.com/in/tanjaudengaard

Blog: www.arla.dk/forumbloggen

The presentation will be uploaded to slideshare.net:Tanja Udengaard

Questions?

09 June 2010

Appendix

Pages linked to in the presentation

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https://gw.innocentive.com/ar/challenge/9230808

Co-create via challenges

09 June 2010 29

Sharing and searching for presentations

http://www.slideshare.net/manojksamy/sensory-branding

- Opening up the senses of all consumers

09 June 2010

Appendix

Cases on sensory science

and food blogging

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Brown Bean http://blog.brownbean.com/

• Coffee community including a blog, review forums, videos, how-to guides, recipes and articles.

• The blog contains posts about Seattle Coffee Gear’s products, ‘latte art’, coffee brewing techniques, coffee flavors etc.

09 June 2010 32

Sensory Science for the Masses http://sensoryscience.blogspot.com/

• A personal blog from a sensory scientist where she tries to start discussions and to introduce methods for understanding how people interpret the complex stimulation from food and beverages.

• She posts fun sites on food, articles about how to decide between products and discuss products with her readers. (Activity has gone down recently)

09 June 2010 33

Khymos http://blog.khymos.org/

• Blog written by PhD in organometallic chemistry, Martin Lersch

from Oslo. He writes about the link between chemistry and food,

molecular gastronomy and his blog seems very popular. Many

people comment – and his post on coffee with salt received 45

comments.

09 June 2010 34

The Science of Foodhttp://psufoodscience.typepad.com/

http://foodscience.psu.edu/

The Science Food blog is Penn State Collage of Agricultural Sciences’ forum for news, views and discussions about all things related to the science of food. The writers blog about new food trends, flavor, biotechnology, food technology etc.

09 June 2010 35

Arla: Køkkenbloggen

http://www.weblogs.arla.dk/køkkenbloggen

Manager of Karolines Køkken, Tove Færch blogs about food, recipes, cooking as part of a modern life style and experiences in the kitchen on “Køkkenbloggen”

(Kitchen Blog)

09 June 2010 36

Videos for more figures……

State of the Internethttp://www.youtube.com/watch?v=T6MfnuvH4Rs

Social Media Revolutionhttp://www.youtube.com/watch?v=sIFYPQjYhv8&feature=fvst