the art of knowing when tweet...©2015, elanco animal health, a division of eli lilly and company...
TRANSCRIPT
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
The Art of Knowing When...
Leah Beyer
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company 2
The Elanco Pulse InstituteTM (The EPI) creates better understanding by listening to consumers directly—not those who claim to speak for them;
learning from relevant online and social media activity around the globe in real time; and shaping conversations and policy through relevant, compelling
engagement with customers, influencers, consumers and activists.
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company 3
Consumer Conversation
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company 4
Consumer Conversation
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company 5
Agvocates vs. Activists
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company 6
Consumer Conversation
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company 7
Consumer Conversation
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company 8
Agvocates vs. Detractors vs. Dairy Food Mentions
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company 9
Agvocates vs. Detractors vs. Dairy Conversation
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
Problem: Disconnect between food and agriculture
90 Days of Twitter PostsOverall Food Conversation: 36,116,440Food Conversation & Agriculture or Farming: 74,816
Share of Voice: 0.207%
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
Disconnect between food and agriculture
Source: http://mappingonlinepublic.net/
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
Disconnect between food and agriculture
Farmer Perspective
Taste
Cost
Food Production “Issues”
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
Disconnect between food and agriculture
Farmer Perspective Reality
Food Production
“Issues”
Cost
Taste
Taste
Cost
Food Production “Issues”
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
Disconnect between food and agriculture
Farmer Perspective
Food Production
“Issues”
Cost
Taste
“The Donald”
Reality
Taste
Cost
Food Production “Issues”
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
• Consistent with previous months, Food Safety continues to remain most prominent in all product conversations aside from Infant Formula.
• Food Safety Frozen Dairy conversations are due to multiple ice cream recalls, including Blue Bell, Nestle Drumstick, Publix and Turkey Hill.
• GMO conversations related to Infant Formula (1,015 total mentions) are still the top Infant Formula topic, however they decreased slightly and is small compared to the Food Safety Frozen Dairy conversation (40,000 mentions).
Conversation Breakdown Across Industry Issues
Dairy ProductsInformed perspective on the consumer conversation associated with Butter, Cheese, Fluid Dairy, Frozen Dairy, Infant Formula, & Yogurt
• Consistent with previous months, Taste followed by Price are most prominent in Frozen Dairy, Cheese, Butter and Fluid Dairy conversations.
• Price is most prominent in Infant Formula conversations, and Taste is most prominent in Frozen Dairy conversations.
Conversation Breakdown Across Dairy Issues
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
Let’s Talk About GMOs
16
GMO Mentions the Past Month – 259,000
Positive25,400
Negative27,000
Neutral207,000
Who Mentioned GMOs?
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
Let’s Talk About GMOs
17
Farmers who Mentioned GMOs the Last Month-1630
Positive110
Negative120
Neutral1400
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
0.6%
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
The Tale of GMO Tomatoes
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
So What Did Ag Do?
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
Using DNA to Explain GMO
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
Most People Don’t Know the Difference
Do you support or oppose GMO labeling
Support
Oppose
Do you support or oppose DNA labeling
Support
Oppose
http://www.fasebj.org/content/early/2016/05/18/fj.201600598.abstract?sid=ba4e4ca1-bdac-4a89-ad05-da997183fafb
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
But What About Other Brands
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
So What Did Ag Do?
26
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
Of the 16,314,120 global English dairy mentions, following is the percentage mention breakdown across products:
36% 33%
20%8% 3% <1%
Dairy Conversation Breakdown
Fluid Dairy Cheese Frozen Dairy
Butter Yogurt Infant Formula
Wo
rd C
lou
d
Dairy ConversationVolume, most prominent content for the month, and product category breakdown
Top
ic
Co
mp
aris
on Mentions*
*Topic Comparison includes conversations surrounding all species + McDonald’s (largest restaurant) and Walmart (largest retailer) for perspective.
16,314,120 15,762,150
4,608,095 3,367,333
2,957,298 1,819,050
332,795
Meat Alternatives Walmart McDonald's Beef Swine Poultry Dairy
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
Issues TrackingAn analysis of the dairy conversation with industry issues and dairy issues
Industry Issues
13,300 10,900 125,200
9,400 23,900
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
2016 YTD MonthlyMention AverageSeptember Mentions
October Mentions 13,737
181,350 313,557 263,450
666,550
1,252,600
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
2016 YTD MonthlyMention AverageSeptember Mentions
October Mentions
Dairy Issues
Key Insights
• From September to October, Animal Welfare, Antibiotics, Food Safety and GMO conversations increased while Sustainability conversations decreased. • Antibiotics conversation increased due shares of a Reuters article comparing organic milk to conventional milk.• Food Safety increased due to multiple ice cream recalls.• Animal Welfare conversations increased due to announcements from Mercy for Animals that the largest Canadian dairy will plead guilty to animal abuse.
• Dairy Hormones and GMO conversations due to posts from vegans mentioning hormones, GMOs and Bernie Sanders. • Consistent with previous months, Price and Taste continue to dominate the conversation. In October, Non-Dairy Alternatives conversation continued to be higher
than Nutrition due to continued mentions of almond and coconut milk in recipes. Note: Labeling and Non-Dairy Alternative mentions are mentions of a label or Non-Dairy Alternative not necessarily a consumer requesting these items.
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
What do people really want….
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
People Just Want a Good Deal
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
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©2015, Elanco Animal Health, a division of Eli Lilly and Company
WHO PUSHES
PETA’S CONTENT?
The is the largest animal
rights organization in the
world, with more than 5
million members and
supporters.
PETA
Farmers, ranchers, dog
lovers, activists, moms, dads,
public servants.
YOU
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
What about when we get gut punched?
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
FOOD INDUSTRY AGRICULTURE NON-AGRICULTURE
AUTHORS BY MENTIONSData pulled from social media mentions from August 11 - 21, 2014.
16
HARRIS TEETER
CARRIE MESS
NYFARMER
PETA
REBECCA B JOHNSON
CODY SWAINSTON
MEG
RYAN GOODMAN
TARA MCINTOSH
ANDREA LIBED
161616161616
2440
40
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
When the undercover video hits
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
How beautiful it is to
stay silent when
someone expects you
to be enraged!41
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company 42
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
And Facebook is where they go for information
“Fear of food containing controversial
ingredients may be fueled by Facebook. A
new study suggests that people who avoid
additives like MSG, sodium benzoate and
pink slime get most of their information from
what they see on social media sites and
elsewhere on the Internet.”http://www.nydailynews.com/life-style/health/food-fears-spread-social-media-study-suggests-article-1.1851316
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
How to share information without amplifying?
• Pay Attention – Who is actually sharing?
• Screen Shots
• Print PDFs of articles
• DO NOT LINK OR MENTION
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
So now what???
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
CONVERSATION OVERVIEW
46
Antibiotic Resistance Goes Mainstream –
Shifting from Government to Food
0
5,000
10,000
15,000
20,000
25,000
30,000
1/1 2/1 3/1 4/1 5/1 6/1 7/1 8/1 9/1 10/1 11/1 12/1
Social w/Tumblr News Blogs Forums
2,211,244Mentions
11,757,685,102Impressions
Key Metrics
GMACAHNON00289
McDonald’s announces
phasing out of all antibiotic
chicken
Perdue Chicken promotes
YouTube video: “Learn
about chicken raised with
No Antibiotics Ever”
Consumer Reports gives
20 out of 25 fast food
restaurants “F” grades for
antibiotic policiesWorld Health Organization
report linking antibiotic use
and antibiotic resistance
during its “World Antibiotic
Awareness Week”
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
AG ADVOCATE SHARE-OF-VOICE
47
Antibiotics Alternatives and Forum-Like Discussions Lead Industry Discussion
0
50
100
150
200
250
300
350
400
450
500
1/1 2/1 3/1 4/1 5/1 6/1 7/1 8/1 9/1 10/1 11/1 12/1
Social w/Tumblr News Blogs Forums
Share-of-Voice
With 4,303 mentions, discussion around
antibiotics in farm animals from animal health
businesses, ag organizations and ag
advocates is less than 0.2% of the overall
conversation
GMACAHNON00289
AgChat hosts a Twitter discussion
around antibiotics and agriculture
using the hashtag #AgChat
White House convenes first antibiotic
summit where Elanco announces
large financial dedication to non-
antibiotic alternatives
AgChat hosts another Twitter
discussion around antibiotics bringing
in Twitter influencers like
@AgProudRyan
National Pork Board defines antibiotic
research and education priorities by
hiring objective review panel
Ag advocates react to Subway’s
announcement on antibiotic use in
farm animals and the company
updates its stance
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
Ag Advocate Voice Exists, but is Very Small
0.02%48
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
So Will It Even Matter?
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State of social media
50Source: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
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State of social media
72% of adult internet users
62% of entire adult
population
74% urban
67% rural (of all internet
users)Pinterest
31% of adult internet users
26% of entire adult
population
26% urban
31% rural (of all internet
users)
25% of adult internet users
22% of entire adult
population
31% urban
12% rural (of all internet
users)
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New to Twitter:
● 10k characters
● Twitter Audience Platform
● Amplify Open
23% of adult internet users
20% of entire adult
population
31% urban
15% rural (of all internet
users)
State of social media
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State of social media
● Instagram users have shared over 30 billion photos to date
● Users share an average of 80 million photos per day
● There are 3.5 billion likes on Instagram each day
● Instagram’s per-follower engagement rate for top brands is
58 times higher than Facebook
28% of adult internet users
24% of entire adult
population
32% urban
18% rural (of all internet
users)
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Snapchat
● 8+ Billion video views every
day
● Mobile-first vertical design
● More than 60% of U.S.13 to 34
year-old smartphone users are
Snapchatters.
13 to 17 year-olds
18 to 24 year-olds
25 to 34 year-olds
35 to 54 year-olds
55+ year-olds
Snapchat Monthly U.S. Users:
A young audience
State of social media
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
“I always wondered why somebody doesn’t do something about that. Then I realized I was somebody.”
—Lily Tomlin
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
Then I found the answer with cinnamon rolls…
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Win them with Cinnamon Rolls
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Sprinkle in the Prolapses
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
The “Aha” Moment
Real Farmwives of America
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Evolution of a Farm
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Evolution of a Farm
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Personal Testing…
www.beyerbeware.net
www.farmwifedrinks.com
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©2015, Elanco Animal Health, a division of Eli Lilly and Company©2015, Elanco Animal Health, a division of Eli Lilly and Company
So what will you do the next time you are enraged?
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