the art of knowing when tweet...©2015, elanco animal health, a division of eli lilly and company...

©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

©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.


Consumer Conversation


Agvocates vs. Activists


Agvocates vs. Detractors vs. Dairy Food Mentions


Agvocates vs. Detractors vs. Dairy Conversation

©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%


Disconnect between food and agriculture

Source: http://mappingonlinepublic.net/



Farmer Perspective

Taste

Cost

Food Production “Issues”



Farmer Perspective Reality

Food Production

“Issues”

Cost

Taste

Taste

Cost




Farmer Perspective

Food Production

“Issues”

Cost

Taste

“The Donald”

Reality

Taste

Cost



• 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

https://twitter.com/CBS4Indy/statuses/785910349585276928

https://twitter.com/foxnewshealth/status/786247559874502656

https://twitter.com/WLWT/statuses/785594776842219520

https://twitter.com/Monitor_sur/statuses/785446132000448512


Let’s Talk About GMOs

16

GMO Mentions the Past Month – 259,000

Positive25,400

Negative27,000

Neutral207,000

Who Mentioned GMOs?


Let’s Talk About GMOs

17

Farmers who Mentioned GMOs the Last Month-1630

Positive110

Negative120

Neutral1400


0.6%

18


The Tale of GMO Tomatoes

19


So What Did Ag Do?

20


Using DNA to Explain GMO

21


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


But What About Other Brands

25


So What Did Ag Do?

26


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


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.

http://www.reuters.com/article/us-yourmoney-milk-idUSTRE81G1MR20120217

http://www.mercyforanimals.org/canadas-largest-dairy-factory-farm-to-plead

https://twitter.com/paramofsunflowe/statuses/783118544514850817

https://twitter.com/HollyAnswers/status/784507163293081601


What do people really want….

29


People Just Want a Good Deal

30


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


What about when we get gut punched?

38


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


When the undercover video hits

40


How beautiful it is to

stay silent when

someone expects you

to be enraged!41


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


How to share information without amplifying?

• Pay Attention – Who is actually sharing?

• Screen Shots

• Print PDFs of articles

• DO NOT LINK OR MENTION

44


So now what???

45


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”


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

http://twitter.com/agchat/statuses/575414478507892738

http://phenomena.nationalgeographic.com/2015/06/02/wh-summit-1/

https://twitter.com/agchat/statuses/641314347067801601

http://www.wattagnet.com/articles/24813-national-pork-board-defines-antibiotic-research-and-education-priorities

https://twitter.com/AgProudRyan/statuses/657930855206232065

http://beefmagazine.com/blog/subway-admits-antibiotics-have-their-place-animal-agriculture


Ag Advocate Voice Exists, but is Very Small

0.02%48


So Will It Even Matter?

49


State of social media

50Source: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/



Facebook

72% of adult internet users

62% of entire adult

population

74% urban

67% rural (of all internet

users)Pinterest


26% of entire adult

population

26% urban


users)


22% of entire adult

population

Linkedin

31% urban


users)


New to Twitter:

● 10k characters

● Twitter Audience Platform

● Amplify Open


20% of entire adult

population

31% urban


users)

Twitter




● 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


24% of entire adult

population

32% urban


users)

Instagram


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



“I always wondered why somebody doesn’t do something about that. Then I realized I was somebody.”

—Lily Tomlin


Then I found the answer with cinnamon rolls…


Win them with Cinnamon Rolls


Sprinkle in the Prolapses


The “Aha” Moment

Real Farmwives of America


Evolution of a Farm


Personal Testing…

www.beyerbeware.net

www.farmwifedrinks.com

http://www.beyerbeware.net

http://www.beyerbeware.net


So what will you do the next time you are enraged?

64

the art of knowing when tweet...©2015, elanco animal health, a division of eli lilly and company...

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