How Big Companies Use Social Media January 22, 2009 | Chicago Stan Joosten Procter & Gamble Marketing in the Age of Social Media: Examples from Procter & Gamble

Marketing in the Age of Social Media Stan Joosten Innovation Manager Holistic Consumer Communication The Procter & Gamble Company “ Technology Changes, Humans Don’t” * * credit:Deborah Schultz

Stan Joosten

Innovation Manager

Holistic Consumer Communication

The Procter & Gamble Company

P&G’s Billion Dollar Brands

Agenda What is Social Media? Why should we care about Social Media? Some P&G Examples A few Lessons learned http://www.flickr.com/photos/platinum/4003281/

What is Social Media?

Why should we care about Social Media?

Some P&G Examples

A few Lessons learned

So what is Social Media, exactly?

It is not “ Shiny Object Syndrome”

“ Shiny Object Syndrome”

It is What technology enables people to do

What technology

enables people to do

Social Media Social Media facilitates interaction between people. It describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself. These tools include blogs, message boards, podcasts, micro blogs, lifestreams, bookmarks, networks, communities, wikis, ratings, reviews, pictures, videos, etc. (adapted from Brian Solis, PR 2.0 ) A working definition

Caring Bridge Connect & Support

I knit therefore I blog Sock Knitting 2.0 Social Media Lab

Why Should We Care? “ A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.” Scott D. Cook Founder and Chairman of the Executive Committee – Intuit Board of Directors – P&G

“ A brand is no longer what we tell the consumer it is

- it is what consumers tell each other it is.”

Scott D. Cook

Founder and Chairman of the Executive Committee – Intuit Board of Directors – P&G

Examples

A Useful Framework Listening Learn from online conversations Talking Participate in online conversations Energizing Create Brand ambassadors Supporting Help customers support each other Embracing Involve customers in Innovation

Listening

Learn from online conversations

Talking

Participate in online conversations

Energizing

Create Brand ambassadors

Supporting

Help customers support each other

Embracing

Involve customers in Innovation

Listening Monitoring the Web Social Media Lab

Talking Pampers Mommy Blog Event

Energizing Ratings & Reviews

Supporting Avec Iams Ça Marche!

Embracing BeingGirl TryOuts

Lessons Learned Understand your Customers - deeply Know who you are (equity) Provide value - don’t just talk about it Open up, it’s not as scary as it seems Learn by Doing, Learn from Others

Understand your Customers - deeply

Know who you are (equity)

Provide value - don’t just talk about it

Open up, it’s not as scary as it seems

Learn by Doing,

Learn from Others

Thank you Stan Joosten [email_address] deborahschultz.com