National Chicken Council - PowerPoint Presentation

Slide1

National Chicken Council

Social and Digital Trends Analysis

January 1, 2018 – March 31, 2018

Executive Summary |

January 1, 2018 – March 31, 2018

Conversation Size74K mentions

of chicken and chicken welfare-related topics from January 1, 2018 to March 31, 2018.Total number of mentions increased by 25% over the previous period (October 1, 2017 – December 31, 2017).

Destination

Twitter continues to dominate the social conversation with 72%

of the total volume of mentions, increasing by over 10% from the previous quarter.

More participants are continuing to utilize Instagram to share visual content around topics of interest, displaying growing popularity as a conversation platform.

Overall social conversations regarding chicken-related topics increased by 25% during Q1 of 2018

Top Participants

Animal activist groups and influencers (such as PETA and The Humane League) were the loudest voices in social conversations around chicken and welfare topics.

Top tier media, such as The Guardian, drove social conversations around antibiotics.

Conversation Topics

Spikes of social conversation around chicken and

antibiotic-resistance

during the first month of Q1 (see slide 9 for more detail).

National Poultry Day

garnered high engagement amongst consumers, brands, agriculture organizations and activist groups.

Activist discussion and

campaigns calling for McDonald’s to adopt further chicken welfare standards

.

Social Media Trends

Conversation Drivers|

January 1, 2018 – March 31, 2018

CONVERSATION TRENDS & ANALYSIS

Spikes of social conversation around chicken and antibiotic-resistance during first month of Q1 2018 (topics were international in nature, but drove US social conversation).

National Poultry Day garnered high engagement amongst consumers, brands, agriculture organizations and activist groups.Activist discussion and campaigns calling for McDonald’s to adopt further chicken welfare standards towards the end of Q1 2018.

Guardian reports British supermarket chickens show record levels of antibiotic-resistant superbugs

Activist discussion and campaigns calling for McDonald’s to adopt further chicken welfare standards

*Y axis represents total number of mentions

National Poultry Day

Conversation around India's chicken “dosed with world's strongest antibiotics”

Conversation Split

|

January 1, 2018 – March 31, 2018

Conversation Participants

Twitter

ProfileImpressions

@

UberFacts14.5M@peta

5M

@

JohnOberg

2.1M

Dr. Joseph

Mercola

1.7M

Mercy

for Animals

314K

Participants

Animal activist groups were the loudest voices in social conversations around chicken and welfare topics.

Top tier media, such as The Guardian, drove social conversations around antibiotics.

Trending Topics & Popular Hashtags

#NationalPoultryDay

drove the most tweets and retweets; the hashtag was leveraged by consumers, brands and activists groups.

The most total tweets and retweets come from

#ImNotLovinIt,

which was a call to action McDonald’s to better animal welfare standards for chickens in their supply chain.

#McDonalds

was also used in corresponding conversations around activist campaigns.

Hashtag / Term

Tweets/Retweets

#NationalPoultryDay

10,109

#

imnotlovinit

3,369

Animal Cruelty

1,461

Animal

Welfare

1,189

#McDonalds

1,188

#chickens

1,006

Conversation Categories: Processing / Slaughter

*Y axis represents total number of mentions

Constant “hum” of social conversation around processing and slaughter predominantly driven by activists –

especially around Super Bowl Sunday.

Blockchain tech is a trending topic –

anticipate future growth in conversation related to blockchain tech.

Conversation Categories: Abuse / Animal Cruelty

*Y axis represents total number of mentions

Activist discussion and campaigns calling for McDonald’s to adopt further chicken welfare standards to lessen “animal abuse” and “chicken cruelty.”

Conversation Categories: Antibiotics

*Y axis represents total number of mentions

Big Chicken book still getting steady stream of mentions in Q4

The Guardian reports that India's farmed chickens are dosed with world's strongest antibiotics.

What The Health (film) shared that chickens are 4 times bigger due to antibiotics & breed selectivity.

Conversation around antibiotics is primarily driven by top tier media; and secondarily by animal activist groups.

Conversation Categories: Breeding /

Growth Rates & Size

*Y axis represents total number of mentions

Conversation and negative imagery around breeding and growth rates driven by activists.

Conversation Categories: Housing / Space

*Y axis represents total number of mentions

Conversation around housing and space predominantly driven by activists, however @TheFarmBabe’s post helped shed light around cage-free chicken.

Conversation Categories: Hormones / Steroids

*Y axis represents total number of mentions

Agriculture organizations and agriculture advocates helped balance the conversation and share correct information around hormones and steroids. The hormones and steroids conversation sometimes pivots towards conversations around antibiotics as a growth promoter.

Conversation Categories: Sustainability / Enviro. Impact

*Y axis represents total number of mentions

Social media conversation activity around sustainability reveals a steady hum of conversation. Animal activist and environmental groups are sharing their POV on sustainability more and more – indicating a need for Chicken Check In’s POV.

Search Trends

Organic Search Analysis – Chicken (United States)

*Y axis represents total number of mentions

Searches for “chicken” spiked around Super Bowl Sunday

Organic Search Analysis – Chicken (Worldwide)

*Y axis represents total number of mentions

Insights & Implications

Implications for Chicken Check In

Search trends for “chicken” continue to positively relate to cooking.

This indicates that consumer searches for chicken welfare issues have not come close to matching or overtaking consumer interest in cooking chicken.  Processing and slaughter drove the most social conversation in Q1 2018.

This validates the need for upcoming VR video to include processing footage and offer consumers a factual, first-hand look at processing and slaughter (in development during Q2 2018).

Steady hum of sustainability conversation. The conversation is primarily driven by activists and agriculture thought leaders, we expect the conversation to continue to grow. This validates the need for Chicken Check In’s sustainability content.Activists continue to leverage highly visual, shocking and negative imagery on social media. This validates the continued need for Chicken Check In’s farmer ambassador program and VR video content (in development during Q2 2018), which visually showcases authentic and positive ‘on the farm’ visuals.

Methodology

Methodology

Social Listening Methodology

All content was aggregated from January 1, 2018 – March 31, 2018 using the Spredfast platform.Content in the report includes Twitter, Facebook, and Instagram.Content from these sources was publicly accessible

– password protected forums and blogs, as well as content from privacy-protected accounts on Twitter, Facebook and Instagram, were omitted.All graphs and charts in this report are representative of the one month time period that was analyzed.

Keyword groups were set up in the Spredfast platform to asses the volume and conversation drivers for chicken (brand, consumer, product) and chicken welfare related topics.Spredfast MethodologySpredfast utilizes keyword-based searches, with keywords such as “chicken welfare” and “chicken AND hormones” to identify and bring content into the topic profile. Please note that exclusionary filters were used to eliminate some word combinations, as well as only include others.

Google Search Volume Methodology

Utilized Google Trends analysis to document search volume for Chicken.