Food and beverage brands have become passion brands—people care more now than ever what they consume and how it’s produced, packaged and sold. At the same time, social media has brought companies and consumers closer, meaning it’s imperative to stay vigilant of the shifting social landscape.
Within that social landscape, food e-Vangelists, a group of highly food-engaged consumers identified by Ketchum through its Food 2020 study, are generating up to 1.7 billion conversations every week, from recommendations to critiques. What’s more, food e-Vangelists are action-oriented and comprise about 22% of the global population. Food manufacturers and marketers have a unique opportunity to mobilize this active segment of consumers, avoid risk, and leverage that passion to their advantage.
Read these webinar slides from Linda Eatherton, Global Director of Food & Beverage Practice at Ketchum, and Brandwatch’s Hannah Godfrey, Food & Beverage Sector Director, to help you better understand the importance of engaging with food e-Vangelists and how forward-thinking food brands are embracing social listening and analytics to:
- Dig below the surface of online conversations to develop a deeper way to understand and engage with the consumer
- Define markets, narrowing in on the who, what, when and where of discussions
- Mitigate risk, create opportunities, and build and maintain competitive advantage
14. 35 Million
11% of Population
GERMANY
7 Million
9% of Population
13 Million
20% of Population
324 Million
24% of Population
ARGENTINA
12 Million
29% of Population
ITALY
23 Million
37% of Population
Incidence Of
Globally
CHINA
UK
USA
15. They Are The ‘Friends And Family’ The Food Involved
Are Paying Attention To
16. Two-thirds of the group are getting less information than they want.
They Want The Whole Story
Uninvolved
27% 24% 20%
“ I want easier access to online information
about how foods are grown and raised
“
17. Uninvolved
They Expect To Connect With Company
Leadership ‘Socially’
48% 43% 43%
“ I want companies to offer a direct line
of communication with management
“