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

Ern Sherman Vice President, Industry Affairs

3

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

4

A Sample of Participating Companies: 250 Members from More Than 100 Companies

Reference - Confidential

Classified - Internal use

5

Latest Research Includes:

Reference - Confidential Classified - Internal use

1INTERNAL USE 6

Location for all studieswww.CCRRC.org

Where We Started

Lack of information on social media• What is it• Why it’s so popular• Who’s using it• What it means for business

Just Another Day

300 million tweets

584 million Facebook users

40% start before breakfast

And 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

Download the Study

www.ccrrc.org

Untangling the Social Web

Insights From the Front

Heidi Reale, Price Chopper

Michael Ross, Meijer