Baking & Snack - April 2016 - 21

SPECIAL REPORT
Social Media

C ON NE CT I NG
with

C ON S UM E R S
Wholesale bakers find big benefits by engaging
with consumers via social media.
by Beth Day

U

Understanding emerging technology and the way people communicate with one another is more important
than ever before for food manufacturers. New digital
devices provide almost unlimited access to information
about world cuisines and cultures, recipes and trendy
food products.
Interaction with their smartphones and use of social
media reconfigure how consumers eat today and have
shifted food culture, according to the Hartman Group's
Digital Food Life report. Seventy percent of consumers
use digital food resources at least weekly to research different types of cuisines, collect recipes and photos, or
learn how to assemble ingredients and prepare foods.
"There is a robust conversation happening around
food across social channels that creates truly unique opportunities to engage directly with consumers - which
wholesale bakers don't often get to do," said Christine
Cochran, executive director, Grain Foods Foundation
(GFF).
Dave's Killer Bread (DKB), Milwaukie, OR, has fully
embraced the use of social media to cultivate a fan base
of more than 500,000 followers.
"Since the day we started our social channels, Dave's
Killer Bread has drawn a passionate, engaged fan base,"
said Michelle Hunt, vice-president of marketing for the
bakery. "Our talented in-house brand team combines

close engagement with fun, beautiful digital content like
graphics or videos that our fans can use and enjoy."
ACE Bakery, Toronto, has experienced success among
all social media platforms. However, Facebook has
yielded the highest interaction and engagement among
the company's targeted demographic.
"Food has taken over the social media world, and we
are fortunate to be able to partake in this phenomenon.
Everyone loves good food, and thankfully, that's what
ACE is all about," said Sophia Rouleau, the company's
marketing and communications manager.
Knowledge about what people are actually doing with
food and how they share it with their own social media
connections is essential for food manufacturers to be
successful in an increasing digital world.
"While these platforms can be scary for those who
have not engaged, it can also be incredibly rewarding,
giving wholesalers the opportunity to showcase how
their products are made and make their products appeal
to consumers," Ms. Cochran said.

Brands meet consumers online
Consumers collect recipes and food photographs on
their smartphones and tablets, assembled from a multitude of digital sources. One in three cooking enthusiasts
get their recipes from social media, and 77% of Internet

www.bakingandsnack.com / April 2016 Baking & Snack 21



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Baking & Snack - April 2016

Table of Contents for the Digital Edition of Baking & Snack - April 2016

Baking & Snack - April 2016
Table of Contents
Table of Contents
Editorial - What do you love?
Newsfront - ABA and B&CMA actively exploring merger
Somoza: ASB the ‘largest talent pool in the baking industry’
Health, diversity driving US eating trends
IDDBA’s Dairy-Deli-Bake set for Houston
SFA renamed as SNAC International
People/In Brief/In Memoriam
Social Media - Connecting with Consumers
Social media impacts consumer habits
Who’s using digital food media
Social media supports launches
La Petite Bretonne - Taking Minis to the Max
More than a baker’s dozen
A family affair of 50 years
Hispanic Foods - Baking in the Melting Pot
Trend-watching — inside-out
Protein - Function & Nutrition
Fortified and gluten-free
Alternative Flours - Baking Wheat-free
Ingredient App - Bakers gain a new ally in …The War against Staling
Ovens - A Battle for Control
Training to retain valuable skills
Tortilla Technology - Advancing the art
Science of tortillas
Automation - Turnkey Solutions
Vertical Packaging - A Tale of Two Goals
Sanitation Strategies - Creating a Win-Win Situation
Meeting Preview: IBIE - Get Smart in Vegas
Meeting Preview: IFT - Where Science Feeds Innovation
Industry Images - Best Week in Baking
Events
Ingredients & Formulating
Equipment & Packaging
Patents
New on the Shelf
Marketplace
Ad Index
New Product Spotlight
Baking & Snack - April 2016 - Baking & Snack - April 2016
Baking & Snack - April 2016 - 2
Baking & Snack - April 2016 - 3
Baking & Snack - April 2016 - 4
Baking & Snack - April 2016 - 5
Baking & Snack - April 2016 - 6
Baking & Snack - April 2016 - 7
Baking & Snack - April 2016 - 8
Baking & Snack - April 2016 - Table of Contents
Baking & Snack - April 2016 - 10
Baking & Snack - April 2016 - Table of Contents
Baking & Snack - April 2016 - Editorial - What do you love?
Baking & Snack - April 2016 - 13
Baking & Snack - April 2016 - 14
Baking & Snack - April 2016 - 15
Baking & Snack - April 2016 - Somoza: ASB the ‘largest talent pool in the baking industry’
Baking & Snack - April 2016 - 17
Baking & Snack - April 2016 - SFA renamed as SNAC International
Baking & Snack - April 2016 - People/In Brief/In Memoriam
Baking & Snack - April 2016 - 20
Baking & Snack - April 2016 - Social Media - Connecting with Consumers
Baking & Snack - April 2016 - Social media impacts consumer habits
Baking & Snack - April 2016 - 23
Baking & Snack - April 2016 - Who’s using digital food media
Baking & Snack - April 2016 - 25
Baking & Snack - April 2016 - Social media supports launches
Baking & Snack - April 2016 - 27
Baking & Snack - April 2016 - 28
Baking & Snack - April 2016 - La Petite Bretonne - Taking Minis to the Max
Baking & Snack - April 2016 - 30
Baking & Snack - April 2016 - 31
Baking & Snack - April 2016 - 32
Baking & Snack - April 2016 - More than a baker’s dozen
Baking & Snack - April 2016 - 34
Baking & Snack - April 2016 - 35
Baking & Snack - April 2016 - A family affair of 50 years
Baking & Snack - April 2016 - 37
Baking & Snack - April 2016 - 38
Baking & Snack - April 2016 - 39
Baking & Snack - April 2016 - 40
Baking & Snack - April 2016 - Hispanic Foods - Baking in the Melting Pot
Baking & Snack - April 2016 - 42
Baking & Snack - April 2016 - 43
Baking & Snack - April 2016 - Trend-watching — inside-out
Baking & Snack - April 2016 - 45
Baking & Snack - April 2016 - 46
Baking & Snack - April 2016 - 47
Baking & Snack - April 2016 - 48
Baking & Snack - April 2016 - 49
Baking & Snack - April 2016 - 50
Baking & Snack - April 2016 - Protein - Function & Nutrition
Baking & Snack - April 2016 - 52
Baking & Snack - April 2016 - 53
Baking & Snack - April 2016 - 54
Baking & Snack - April 2016 - 55
Baking & Snack - April 2016 - Fortified and gluten-free
Baking & Snack - April 2016 - 57
Baking & Snack - April 2016 - 58
Baking & Snack - April 2016 - Alternative Flours - Baking Wheat-free
Baking & Snack - April 2016 - 60
Baking & Snack - April 2016 - 61
Baking & Snack - April 2016 - 62
Baking & Snack - April 2016 - 63
Baking & Snack - April 2016 - 64
Baking & Snack - April 2016 - 65
Baking & Snack - April 2016 - 66
Baking & Snack - April 2016 - Ingredient App - Bakers gain a new ally in …The War against Staling
Baking & Snack - April 2016 - 68
Baking & Snack - April 2016 - Ovens - A Battle for Control
Baking & Snack - April 2016 - 70
Baking & Snack - April 2016 - 71
Baking & Snack - April 2016 - 72
Baking & Snack - April 2016 - 73
Baking & Snack - April 2016 - 74
Baking & Snack - April 2016 - 75
Baking & Snack - April 2016 - 76
Baking & Snack - April 2016 - 77
Baking & Snack - April 2016 - 78
Baking & Snack - April 2016 - 79
Baking & Snack - April 2016 - 80
Baking & Snack - April 2016 - 81
Baking & Snack - April 2016 - 82
Baking & Snack - April 2016 - 83
Baking & Snack - April 2016 - Training to retain valuable skills
Baking & Snack - April 2016 - 85
Baking & Snack - April 2016 - 86
Baking & Snack - April 2016 - 87
Baking & Snack - April 2016 - 88
Baking & Snack - April 2016 - 89
Baking & Snack - April 2016 - 90
Baking & Snack - April 2016 - Tortilla Technology - Advancing the art
Baking & Snack - April 2016 - 92
Baking & Snack - April 2016 - 93
Baking & Snack - April 2016 - Science of tortillas
Baking & Snack - April 2016 - 95
Baking & Snack - April 2016 - 96
Baking & Snack - April 2016 - 97
Baking & Snack - April 2016 - 98
Baking & Snack - April 2016 - Automation - Turnkey Solutions
Baking & Snack - April 2016 - 100
Baking & Snack - April 2016 - 101
Baking & Snack - April 2016 - 102
Baking & Snack - April 2016 - 103
Baking & Snack - April 2016 - 104
Baking & Snack - April 2016 - 105
Baking & Snack - April 2016 - 106
Baking & Snack - April 2016 - Vertical Packaging - A Tale of Two Goals
Baking & Snack - April 2016 - 108
Baking & Snack - April 2016 - 109
Baking & Snack - April 2016 - 110
Baking & Snack - April 2016 - 111
Baking & Snack - April 2016 - Sanitation Strategies - Creating a Win-Win Situation
Baking & Snack - April 2016 - 113
Baking & Snack - April 2016 - Meeting Preview: IBIE - Get Smart in Vegas
Baking & Snack - April 2016 - 115
Baking & Snack - April 2016 - 116
Baking & Snack - April 2016 - Meeting Preview: IFT - Where Science Feeds Innovation
Baking & Snack - April 2016 - 118
Baking & Snack - April 2016 - Industry Images - Best Week in Baking
Baking & Snack - April 2016 - 120
Baking & Snack - April 2016 - 121
Baking & Snack - April 2016 - 122
Baking & Snack - April 2016 - 123
Baking & Snack - April 2016 - 124
Baking & Snack - April 2016 - Events
Baking & Snack - April 2016 - 126
Baking & Snack - April 2016 - 127
Baking & Snack - April 2016 - Ingredients & Formulating
Baking & Snack - April 2016 - 129
Baking & Snack - April 2016 - 130
Baking & Snack - April 2016 - 131
Baking & Snack - April 2016 - Equipment & Packaging
Baking & Snack - April 2016 - 133
Baking & Snack - April 2016 - 134
Baking & Snack - April 2016 - Patents
Baking & Snack - April 2016 - 136
Baking & Snack - April 2016 - New on the Shelf
Baking & Snack - April 2016 - Marketplace
Baking & Snack - April 2016 - 139
Baking & Snack - April 2016 - 140
Baking & Snack - April 2016 - 141
Baking & Snack - April 2016 - 142
Baking & Snack - April 2016 - 143
Baking & Snack - April 2016 - 144
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Baking & Snack - April 2016 - 148
Baking & Snack - April 2016 - 149
Baking & Snack - April 2016 - 150
Baking & Snack - April 2016 - 151
Baking & Snack - April 2016 - 152
Baking & Snack - April 2016 - Ad Index
Baking & Snack - April 2016 - New Product Spotlight
Baking & Snack - April 2016 - 155
Baking & Snack - April 2016 - 156
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http://digitalbs.bakingbusiness.com/sosland/bs/2004_05_01
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