Baking & Snack - March 2009 - 62

64

SOCIAL MEDIA

to make plans or instant messaging.
But don't think that social media
is only for the young. According to
an article in UK's Telegraph, baby
boomers make up a majority of
Facebook users.
"We've become a society that

wants smaller doses of knowledge
quickly," said George Eckrich, cofounder and director of marketing,
Dr. Kracker, Dallas, TX.
Dr. Kracker recently hired a
high-school intern to manage the
company's new Facebook page.

PROBIOTIC
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The page, introduced in early February, targets the next generation
of consumers.
"Most of our current demographic consists of those who are
more mature and who already think
about their diet," Mr. Eckrich said.
"I want to create an educational
tool on Facebook. You have to educate the next generation and get
them talking to their friends about
what they read." Dr. Kracker is also
looking at including a coupon on
Facebook to encourage that newest generation of customers for its
products. The Facebook page will
complement Mr. Eckrich's blog,
which educates retailers, customers
and brokers on topics of as sustainability, organics and health.
AUDIENCE
PARTICIPATION.
Knowing your audience and its
needs and desires is critical for good
communication. Jamila Cutliff, finance manager at Frito-Lay, Plano,
TX, created an internal networking organization targeting Millennials within the company known
as Conn3ct. The group began as a
grassroots effort of quarterly dinners with Millennials working at
the company and PepsiCo leaders.
The Pepsi Co. leaders discovered
that one of the most prevalent
convictions of Millennials is a desire to work for and purchase from
socially responsible companies.
A focus on environmental issues
and sustainable living was the catalyst for Bernie's Blog from Annie's
Homegrown, Napa, CA. Authored
by Bernie the mascot and Rabbit of Approval, the blog ran from
2005-07. Last year, the blog was
eliminated to focus the company's
energy on social networking sites.
The company is active on Facebook, MySpace, Zaadz and Care2.
"We know our consumers participate in these online communities and are already talking about
Annie's," said Aimee Sands, director of marketing, Annie's Homegrown. "Our priority is providing

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U.S. Distributor: P.L. Thomas
Visit GanedenLabs.com or email info@ganedenlabs.com

For more information, see Page 129

BAKING & SNACK / March 2009



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Baking & Snack - March 2009

Table of Contents for the Digital Edition of Baking & Snack - March 2009

Contents
Baking & Snack - March 2009 - 1
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Baking & Snack - March 2009 - 3
Baking & Snack - March 2009 - Contents
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