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The Business Side of Social Media: A Study By the Coca-Cola Retailing Research Council Heidi Reale, Price Chopper Michael Ross, Meijer Michael Sansolo, CCRRC North America
The Business Side of Social Media: A Study By the Coca-Cola
Retailing Research CouncilHeidi Reale, Price Chopper
Michael Ross, MeijerMichael Sansolo, CCRRC North America
Ern Sherman Vice President, Industry Affairs
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North America Council Founded(Supermarkets)
North America Council Founded
(NACS Convenience)
Latin AmericaCouncil Founded
1978 2000
Asia Council Founded
20031987
EuropeanCouncil Founded
CCRRC is Composed of 6 CouncilsReference - Confidential
Classified - Internal use
Eurasia/AfricaCouncil Founded
2010
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A Sample of Participating Companies: 250 Members from More Than 100 Companies
Reference - Confidential
Classified - Internal use
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Latest Research Includes:
Reference - Confidential Classified - Internal use
1INTERNAL USE 6
Location for all studieswww.CCRRC.org
Where We StartedLack of information on social media• What is it• Why it’s so popular• Who’s using it• What it means for business
Just Another Day300 million tweets584 million Facebook users40% start before breakfastAnd that’s just the beginning…
45% are over 35 years old
40% are 18-34 years old
15% are <18 years old
2011
15% <18 years old
2013e 50% over 35 years old
35% 18-34 years old
Who’s Social?
Source: Google UX Team Research, The Royal Society, Biological Sciences
Age Old Need, New Method
Primitive man Modern man
Four Key Steps
LISTEN
UNDERSTAND
PARTICIPATE
CREATE
How to Start• Building a process
– Internal and external tactics• Internal issues
– Budget– Support– Alignment
Insights From the FrontHeidi Reale, Price ChopperMichael Ross, Meijer
