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Engage Millennials: Social Media for Beef Promotion in New York

Learn how the New York Beef Council utilizes social media to target millennials for beef promotion, leveraging their growing incomes and influence in the food industry. Engage with the Council on Facebook, Twitter, Instagram, and Pinterest to promote your business and connect with a community passionate about beef consumption. Join the conversation and contribute to building trust and credibility around beef products in New York.

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Engage Millennials: Social Media for Beef Promotion in New York

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  1. Partners in Action – State Social Media JeanO’Toole, Director of PR and Promotion Cindy Chan Phillips, RD – Director of Nutrition Education

  2. When we were kids….A Cow said….”MOO!”

  3. “Moo” goes Social!

  4. What does that mean?

  5. Millennials Age 13-34 Older Millennials Age 20-34 Food & Health Involved Older Millennial Parents Age 20-34 Food & Health Involved New – Changing Target.

  6. Why Millennials? Largest population cohort U.S. has ever seen: 86 million strong. Growing incomes: Spending power will significantly increase in coming years More mouths to feed: Spending on food will jump by $50 billion annually by 2020 Chicken Nugget generation: Critical that existing chicken-focused mindset needs to be corrected.

  7. The Millennial Generation: “Things aren’t perfect. I need Beef to be...” SOURCE: Millennial Generation and Beef, Conversion, December 2011

  8. Millennials use web for food-related queries.

  9. Millennials are always connected.

  10. Millennial Parents Prefer Chicken for their Kids SOURCE: Millennial Parents and Beef, Conversion, November 2012

  11. What about…

  12. Why Not Baby Boomers? Population will continue to contract: Falling below 20% of total U.S. population in next eight years. Incomes become fixed: Moving from peak earning years to retirement. Fewer mouths to feed: Household size shrinks. At-home food spending decreases: By $15 billion per year through 2020.

  13. New York Beef Council What are we doing Socially?

  14. New York Beef Council Social MediaPinterest

  15. New York Beef Council Social MediaTwitter

  16. New York Beef Council Social MediaInstagram

  17. New York Beef Council Social MediaFacebook

  18. New York Beef Council Social Media

  19. New York Beef Council Social MediaWebsite www.nybeef.org

  20. Help New York Reach YOUR Consumers

  21. Why We Want YOU • Promote You and Promote Beef in New York • Source and Support • Advocates and Evangelists • Create Communities • Solve Problems • FUN

  22. The Result is… • Cultivate trust and credibility • Get people to talk about beef

  23. How you can do it? Engage with us (5 minutes) • Like New York Beef Council Facebook page • Comment on a post • Share a post Promote your business (10 minutes) • Post news/pictures/specials • Examples: farmers market activity, freezer trade, educate the public • Pictures of baby calves, cattle in the field, families interacting with cattle, something personal

  24. Adirondack Beef Company

  25. Kinderhook Farm

  26. Summary • Comment, share with NY Beef Council Facebook • Help build the community • Keep beef in the conversation • Brag about beef, have FUN! Make the Connection – with us and with your consumers!

  27. Questions? • Jean O’Toole jotoole@nybeef.org Twitter: @nybeefcoach • Cindy Chan Phillips cphillips@nybeef.org Twitter: @nybeefnutrition

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