General Mills Going Social

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  • GMI markets by brand, not under the General Mills name. Individual marketing programs; they engage in social media in different ways. CLICK Changing environment puts the consumer more front and center than ever before. This is the consumer’s space, so it’s about the consumer – their interests, their opinions.
  • INVITE - When consumers want to engage with us online, we invite through variety of ways, including: - Value. Trial, coupons - Cause - Request their input (video, feedback, etc.)ClickINSPIRE - Provide ways to further engage or spread the word - Requirement for us is to be remarkable/talkableClickINCLUDE - Build relationship; not transactional, build advocacy - Request feedback; involvement in concept testing; behind the scenes look at GMI, etc.
  • INVITE - When consumers want to engage with us online, we invite through variety of ways, including: - Value. Trial, coupons - Cause - Request their input (video, feedback, etc.)ClickINSPIRE - Provide ways to further engage or spread the word - Requirement for us is to be remarkable/talkableClickINCLUDE - Build relationship; not transactional, build advocacy - Request feedback; involvement in concept testing; behind the scenes look at GMI, etc.
  • Yoplait Save Lids to Save Lives Longest serving food partner for Komen for the Cure; 11 years, $22mm Last year, took involvement online consumers build own teams or join others’ team provide opportunity to share the experience Results were exceptional
  • Yoplait Kids Re-staged product was remarkable. Sought to engage young moms online interested in building strong foundation of health for their children. High value trial offer. Hundreds of bloggers engaged. Integrated with other elements About what those moms were interested in.
  • Yoplait Fiber One yogurt Trial of product before on shelf Product to bloggers, with cameras to record their experience and feedback (not all positive) Blogger Video Interviews with Weight Management Expert
  • Yoplait Fiber One yogurt Trial of product before on shelf Product to bloggers, with cameras to record their experience and feedback (not all positive) Blogger Video Interviews with Weight Management Expert
  • Betty Crocker has always been consumer-focused. We’re actually changing the model for the Betty Crocker Kitchens – testing with consumers; we become curators and aggregators.Profile pages developed on all 3 media properties; recipes, coupons and videos distributed through profiles & select media placements (e.g. Myspacetv), conversation topics and polls refreshed each month.Pancake Mornings (Sept): Bisquick campaign to remind consumers about the fun of pancakes and drive them to become a Facebook fan of Pancakes. Moment for Me (Oct): Warm Delights campaign to drive awareness and sample requests. Holiday Cookies (Nov/Dec):Healthy Start (Jan): BisquickLove of Chocolate (Feb):Stirring up Wishes (Mar-May):Birthdays (year long)
  • Sweet School Firsts (August-Sept): Cookies campaign to target moms during the back-to-school timeframe to encourage baking cookies to celebrate “firsts”. Campaign included banners, test of ‘Engagement ads” on Facebook, a photo/story widget on MySpace profile, call to action to get a cookies activity kit on BC.com
  • Consumer conversations were critical because business performance was far beyond what would have been expected if only the “standard” levers Online word of mouth was the second most effective driver, right after being on-shelfKey activities:Reaching out to key influencers and bloggers Hungry Girl gave a prominent and favorable review to F1 bars Ground up WOM then went to mainstream – People Stylewatch, Newsweek and Good Morning America
  • Pink Together (multi-brand)Build a community within an existing social network (MySpace) where those touched by breast cancer can share stories of hopeMake it easy for community members to get involved by leaving a comment or sending a virtual flowerEncourage people to “make connections” on the site by donating for each story shared, comment posted or virtual flower sent. $2 million General Mills donates to Susan G. Komen for the Cure.
  • Invite celebrities who have been touched by the disease to share their stories with the communitySpotlight the stories of five “survivor ambassadors” who have battled breast cancer through video and blog entries
  • Box Tops for EducationShare Box Tops success stories and earnings opportunities with supporters of the program and make it easy for them to tell others how to earn more cash for their schoolCelebrate special events (e.g. thank supporters for their help reaching $300 million with the first-ever Box Tops music video)Offer Box Tops coordinators a behind-the-scenes view of Box Tops University through a team member’s blog
  • Totino’s Pizza RollsEngage action sports fans through a “Roll Into the X Games” video contestGive action sports fans a chance to win a trip to the 2010 Winter X Games by creating a video showing how they bring the spirit of the X Games to their favorite activity
  • LARABARBuild relationships and connect with people in all they do, Brand really belongs to the peopleWe go to the fans where they are which is on blogs, facebook, twitter. where organic conversations have started without us.People chat daily about the bars on Facebook and TwitterLinks from brand site to LARABAR fan community on Twitter and FacebookFans come together on the LARA bar site to engage with the blog and share their stories and passion for the barsBeen blogging on site for several yearsCreates experiences for people offline through local market events that spark conversation onlineAre highly responsive to new people talking about their bars and quickly thank them for their support
  • PillsburyGive people a chance to get to know Pillsbury better on and off our site, invite them to be part of the conversations in the online community and make it easy for them to share great recipe ideas and other information with friends and familyBe part of ongoing engaging conversations on our site
  • Have recipe of the day on Twitter
  • Pillsbury Bake-Off Offer many ways for people to get involved with the venerable Bake-Off Contest year round to keep it fun and engaging.
  • Consumers can also help contest judges determine 10 of the final 100 recipes via online voting You Be The Judge voting happening nowGet updates straight from the actual competition (which is a closed event to the general public) with bloggers posting on www.bakeoff.com and other sites direct from the event as activities happen, including the million-dollar winner announcementHear from current and past finalists about their personal experiences on their blogs and in other online communities Home cooks can submit a favorite recipe online at the beginning of each month. Later in the month consumers can vote for their favorite recipe from among the top recipes entered. The top prize is $2,500 each month.
  • New Wheaties Fuel Early seeding Reached out to select Twitter users for launch Athletes tweeted about launch, as did NBC journalist and USA Today journalist. “Everyday athletes” will also play a part in the final formula.
  • Two new consumer networks Influential consumers Some who blog, others participate in other ways onlineIt’s about the consumer.Their interests, opinions and their feedback.
  • MyBlogSpark Brand new product to bloggers who were interested. They loved the product - and they blogged about it.
  • Sharing the love about Pillsbury
  • MyBlogSpark Spoonfuls of Stories is a great Cheerios program that’s been around and done well. This past year, we asked some of the bloggers if they were interested in the program – asking for consumers to submit their own children’s stories.A couple of other new minor things, but adding the bloggers to the program increased participation by 150%.
  • Advocacy Network One of the main elements is sending new products to their homes, along with high value coupons/talksheets to give to family and friends. Can also go to their “My Page” for online coupons to forward to family and friends. They talk about it online and offline. Afterwards, we ask for their feedback 70% complete rates are common
  • Some members immediately blog about the products.
  • General Mills Going Social

    1. 1. BSI<br />General Mills GoingSocial<br />Marketing 2.0 Conference, Paris 2010<br />
    2. 2. Jointheconversation<br />MARKETING 2.0 CONFERENCE<br />www.marketing2conference.com<br />
    3. 3. General Mills Going Social<br />
    4. 4. Our Brands…<br />Their Brands…<br />Are found in virtually every household in America…<br />CONSUMER<br />4<br />
    5. 5. 5<br />Agenda<br /><ul><li> Brand Examples
    6. 6. Networks
    7. 7. Guiding Principles
    8. 8. Questions</li></li></ul><li>6<br />INVITE<br />INSPIRE<br />INCLUDE<br />
    9. 9. Save Lids to Save Lives<br />
    10. 10. 8<br />“Know Your Girls”<br />
    11. 11. Early Consumer Trial<br />
    12. 12. Testimonials, Feedback & Games<br />
    13. 13. Betty Crocker Social Networks<br />MySpace Page<br />Facebook Pages<br />Café Mom<br />Groups<br />
    14. 14. Betty Crocker Cookies “Sweet School Firsts”<br />
    15. 15. 13<br />Fiber One Bars Launch: Consumer Conversation was Critical<br />Unit Sales<br />Online Conversations (# of messages)<br />During launch, the number of consumer-generated messages (as measured by Nielsen Buzzmetrics) closely mirrored unit sales of Fiber One Bars. Something is going on here…<br />
    16. 16. www.PinkTogether.com<br />
    17. 17. Pink Together<br />
    18. 18. Box Tops for Education<br />http://www.youtube.com/watch?v=y3QPVfKERCU<br />
    19. 19. Totino’s Roll Into the X Games<br />http://www.youtube.com/rollintothexgames<br />
    20. 20. Highly Loyal Brand Advocates<br />Wellness-Oriented, Socially Conscious, Active, Savvy, Influential<br />
    21. 21.
    22. 22.
    23. 23.
    24. 24.
    25. 25.
    26. 26. Consumer Engagement Networks<br />24<br /><ul><li>4,400+ bloggers (primarily women)</li></ul> have agreed to receive news and <br /> information; engage in concept tests,<br /> etc. <br /><ul><li> Opportunity to “Join the Conversation”</li></ul> with influential consumers online.<br /><ul><li> It’s about the bloggers – their opinions,</li></ul> their interests and what is relevant<br /> to them. <br /><ul><li> More than 185k influential consumers</li></ul> who have agreed to receive new <br /> product news, behind the scenes<br /> looks at General Mills and special<br /> offers.<br /><ul><li> Members interested in new products</li></ul> generally and most in food specifically.<br /><ul><li> Influential and connected consumers</li></ul>tend to talk with others about their new<br />discoveries.<br /> Direct relationships with consumers.<br />
    27. 27. 163 Blog Posts:7,822 Comments<br />Start of outreach<br />
    28. 28. An Island Review<br />Date: September 26, 2008 <br />http://islandlife808.com/giveaways/giveaway-pillsbury-savorings-flaky-pastry-bites//<br />Kailani of Mommy Goggles said the following: <br />“…when I had the opportunity to sample Pillsbury Savorings Flaky Pastry Bites, I jumped at the chance. I mean, who doesn’t love Pillsbury?.” <br />
    29. 29. Cheerios Spoonfuls of Stories<br />27<br />“I loved that there was a book that appealed to my 2 year old, as well as a book that reached my 4 ½ year old. I also loved the fact that two of the books included were also written in Spanish, so my children can experience a different language. Each book was fun, creative, and entertaining.”<br />- IN Good ‘Cents,’ Beth Montgomery<br />“If we ran out of Cheerios, the children would revolt! I don't mind, because I believe Cheerios are a great, healthy breakfast or snack.  I also love that Cheerios encourages reading through the Cheerios Spoonfuls of Stories program. ”<br />-Northern Cheapskate, <br />Christina Brown<br />
    30. 30. Individual Web Page<br />
    31. 31. Progresso Broth<br />
    32. 32. Online and Offline<br />Progresso Broth<br />
    33. 33. 31<br />Key Learnings<br />Gravitational pull to niche<br />Consumers are willing to be inspired and included<br />Provide meaningful, and relevant, brand experiences for consumers. <br />Provide content in a format and in a location that they find useful and familiar <br />Align organization with efforts<br />Integrate social media efforts with traditional PR and Digital plans for synergistic support<br />Test, learn, optimize<br />To have remarkable results, the brand experience must be remarkable<br />
    34. 34. Guiding Principles for Consumer Engagement<br />Have clear objectives upfront<br />Approach relationship as if a friendship<br />Be authentic, overtly transparent<br />Share behind the scenes/special information<br />Ask for their opinions, feedback and ideas<br />Be respectful and supportive<br />Stay in touch and thank them<br />Pursue relationship with goal of improving what you do as a company, as a result of closer relationships with your consumers.<br />
    35. 35. INVITE<br />Questions?<br />INSPIRE<br />INCLUDE<br />
    36. 36. General Mills Going Social<br />

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