General Mills/Globalpark at IIR The Market Research Event
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General Mills/Globalpark at IIR The Market Research Event

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David Witt, Dan Coates present General Mills case study on using branded online sites as a resource for consumers and to promote WOM

David Witt, Dan Coates present General Mills case study on using branded online sites as a resource for consumers and to promote WOM

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  • 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.
  • 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
  • MyBlogSpark Brand new product to bloggers who were interested. They loved the product - and they blogged about it.
  • 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%.
  • 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.

General Mills/Globalpark at IIR The Market Research Event General Mills/Globalpark at IIR The Market Research Event Presentation Transcript

  • From Advisory to Advocacy:
    Consumer Insights and Word Of Mouth Marketing Have More in Common than You Thought
    October 19th, 2009
    1
  • Agenda
    The changing face of consumers as advisors
    From advisors to advocates
    CASE STUDY: General Mills
    MyBlogSpark
    Pssst…
    Key takeaways
    2
  • Consumer role goes beyond Consumption
    Trends show increased involvement of consumers across product and service lifecycles:
    3
  • Consumers are in control
    The Trust in Advertising survey of 26,000+ found that Consumer Recommendations are the most credible form of advertising.
    ("Social Media Marketing: The Right Strategy for Tough Economic Times" Awareness, 2008)
    Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential than third-party reviews. ("Web users and web community," Rubicon Consulting, Inc. October 2008)
    81% of online holiday shoppers read online customer reviews(Nielson Online, December 2008)
    4
  • Consumers matter across the enterprise
    Market Research / Consumer Insights
    Marketing
    Public Relations
    Product Development
    Distribution
    Human Resources
    5
  • Bring consumers together
    6
    community
    ADVISORS share opinions by answering direct questions, taking surveys, chatting…
    ADVOCATES access resources to usethemselves, share with others, and rate/review/recommend through external existing networking sites / blogs
  • An integrated platform that includes:
    Recruitment
    Communications
    Quantitative & Qualitative data collection
    Incentive management
    Plus
    Online ethnography
    Collaborative, real-time, product innovation
    Advisory communities
    7
  • Rapid turnaround
    Low cost
    Longitudinal insights
    Consumer empowerment
    Reliable results
    Advisory communities
    8
  • To be successful, proprietary panels require care & feeding
    More panels die of neglect than overuse
    Panelists need to be kept engaged & involved
    Companies that enable feedback across multiple departments see exponential increases in value
    Don’t go it alone! MR agencies have all the skills necessary to add value to your proprietary panel
    It takes a researcher…
    9
  • Don’t be afraid to move to advocacy
    Two rules to play by:
    Allow opinions to be expressed, don’t try to prescribe them
    Don’t bias your quantitative research
    Separate streams
    10
  • CASE STUDY: General Mills
    David Witt
    Word-of-mouth marketing and consumer network lead to
    Known bloggers
    Self-identified brand advocates
    11
  • CASE STUDY: General Mills
    David Witt
    Word-of-mouth marketing and cultivating direct relationships with consumers
    12
  • 13
    INVITE
    INSPIRE
    INCLUDE
  • 14
    Background
    Increasingly fragmented communication environment.
    Consumers have more control over choices.
    Consumers continually list WOM and advice from friends and family as one of their main influences.
    Great opportunity to engage directly with consumers.
  • 15
    Fiber One Bars Launch: Consumer Conversation was Critical
    Unit Sales
    Online Conversations (# of messages)
    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…
  • 16
    Two Consumer Networks
    • 2,500+ bloggers (primarily women)
    have agreed to receive news and
    information; engage in concept tests,
    etc.
    • Opportunity to “Join the Conversation”
    with influential consumers online.
    • It’s about the bloggers – their opinions,
    their interests and what is relevant
    to them.
    • More than 170k influential consumers
    who have agreed to receive new
    product news, behind the scenes
    looks at General Mills and special
    offers.
    • Members interested in new products
    generally and most in food specifically.
    • Influential consumers tend to talk
    with others about their new
    discoveries.
    • Direct relationships with consumers.
  • 17
    Landscape
    Landscape
    According to the 2007 Double Click, Searcher Moms-A Search Behavior and Usage Study, 89% of household moms use the Internet at least twice a day
    According to BlogHer (one of the largest online communities of women bloggers) and Compass Partners, more than half of women consider blogs a reliable source of advice and an influence on their purchase decisions
    According to an August 2008 study by BuzzLogic and JupiterResearch, there has been 300% growth in monthly blog readership over the past four years. In fact, nearly one-half of the online population reported reading blogs
    The study also found that blogs have more impact on purchasing decisions than social networks
    According to a study by DEI Worldwide, two thirds of people agree that recommendations from other people online are valuable, credible and could influence their perceptions of a brand and, hence, their purchase decision
  • MyBlogSpark Press
    “Moms get access to products they and their kids will probably like, while General Mills gets some positive social media press. This is social media done right.”
  • MyBlogSpark Homepage
  • MyBlogSpark Personal Page
  • MyBlogSpark Example
    “Hey everyone, I am so excited to be part of this new network called MyBlogSpark. It’s a network where bloggers can get the scoop on new products to sample, prizes to give away …Yeah!”
  • MyBlogSpark Example
    Date: March, 2009
    http://freebies4mom.blogspot.com/2009/03/yoplait-yo-plus-giveaway.html
    “I love yogurt and one of my favorites is Yoplait Yo-Plus!
  • MyBlogSpark Example
    Date: September 26, Comments: 445
    http://islandlife808.com/giveaways/giveaway-pillsbury-savorings-flaky-pastry-bites//
    Kailani of Mommy Goggles said the following:
    “…when I had the opportunity to sample Pillsbury Savorings Flaky Pastry Bites, I jumped at the chance. I mean, who doesn’t love Pillsbury?”
  • 163 Blog Posts:7,822 Comments
    Start of outreach
  • Cheerios Spoonfuls of Stories
    25
    “What's been wonderful about the books is the quality of the stories - they've really been enjoyable, and introduced us to new favorites like Olivia.”
    -Cathy Kohm, Chief Family Officer
    “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.”
    - IN Good ‘Cents,’ Beth Montgomery
    “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. ”
    -Northern Cheapskate,
    Christina Brown
    Involving bloggers increased consumer participation by 150%.
  • 26
    MyBlogSpark
    It’s about the bloggers – their opinions, their interests and what
    is relevant to them.
  • 27
    Landscape
    Landscape
    Increasingly fragmented communication environment.
    Consumers have more options and more control over information they receive.
    Consumers continually list WOM and advice from friends and family as one of the main influences on their decisions.
    Many are recommending marketers focus more strongly on a new mix:
    “Make your consumer an advocate: Shift marketing objectives from sending a message to facilitating conversations with and between consumers.” – Marketing and Media Ecosystem 2010 (ANA, IAB, AAAA, Booz Allen Hamilton)
    “Word of mouth marketing is changing the brand-building game -- to the point where even long-established brand giants are calling their traditional branding techniques into question.” – Harvard Business’ Discussion Leader
    Opportunity to have a more direct relationship with consumers.
  • Website Welcome Page
  • Individual Web Page
  • Pssst… Example
    Progresso Broth
  • Online and Offline Coverage
    Progresso Broth
  • 32
    Pssst…
    Direct relationships with consumers.
  • 33
    Key Learnings
    Gravitational pull to niche
    Consumers are willing to be inspired and included
    Provide meaningful, and relevant, brand experiences for consumers.
    Provide content in a format and in a location that they find useful and familiar
    Align organization with efforts
    Integrate social media efforts with traditional PR and Digital plans for synergistic support
    Test, learn, optimize
    To have remarkable results, the brand experience must be remarkable
  • Best Practices
    Listen & learn, then participate
    Be prepared to commit for the long term
    Be authentic, overtly transparent
    Provide value
    Be respectful of your audience
  • 35
    INVITE
    INSPIRE
    INCLUDE
  • Questions?
    David Witt, General Millsdavid.witt@genmills.com
    Daniel Coates, globalparkdaniel.coates@globalpark.comtwitter.com/globalpark
    36