Chicago Section IFT Presentation  February 8, 2010 Donald Smith, General Mills R&D Twitter: @djsmith4
 
"We are working around the clock to restore Eggo store inventories to normal levels as quickly as possible," Kel...
Overview <ul><li>What is Social Media? </li></ul><ul><li>Social Media Framework – Groundswell </li></ul><ul><li>Engaging c...
http://www.youtube.com/watch?v=6ILQrUrEWe8
Elements of Social Media Who I am What I’m doing Who I know Powerful search
Social media is a new communication model
Social Elements in action <ul><li>Networking </li></ul><ul><li>Conversations </li></ul><ul><li>Faster Learning </li></ul><...
 
 
It’s where your consumers are 4 out of 5 U.S. adults use social technology Forrester, Social Technographics, survey 2009 2...
Business Context :  Consumers are online speaking their minds and influencing others. Online is  where  our consumers are....
 
A Simple Four-Step Approach P eople Assess your people’s social technology abilities O bjectives Decide what you want to a...
Groundswell Strategies <ul><li>Talking   – Using social media to talk about subjects that matter to the brand or deliver t...
A Social Brand in Action
Whole Foods example: Talking <ul><li>List of different voices (local stores) on Twitter </li></ul><ul><li>Multiple voices,...
Whole Foods example: Listening <ul><li>Prominent positioning of social media destinations to talk directly to the brand </...
Whole Foods example: Listening in action <ul><li>Using social media to monitor social discussions </li></ul><ul><li>Gain c...
Whole Foods example: Energizing Multiple promotions on customer-focused topics (“Your Health: Boost your Omega 3’s”) that ...
Whole Foods example: Supporting <ul><li>Using social media to support consumers and help fix issues </li></ul><ul><li>Iden...
Whole Foods example: Embracing Finding common passions with their consumers and collaborating with them through social med...
 
 
Networks drive awareness. New Products
 
 
 
 
Research - Consumer Networks <ul><li>&quot;We have a mandate at General Mills to move as much of our qualitative research ...
Finding 1:  Large, but brief, spike in online buzz on day of recall. Talk predominantly negative. Recall updates generate ...
No recall-related themes surfaced for Pillsbury. The four most popular topics remained consistent overtime. Pillsbury Them...
 
The Case for Connections <ul><li>MIT research shows that…  </li></ul><ul><ul><li>“ 40% of creative teams productivity is d...
3 Legged Stool of Innovation <ul><li>New Skills required to support  Open Innovation </li></ul><ul><li>Networking </li></u...
Socially Enabled <ul><li>Emerging Social Tool set  </li></ul><ul><li>Communities </li></ul><ul><li>Connections </li></ul><...
 
 
 
2 step jump start <ul><li>Digitize your profile and connections </li></ul><ul><ul><li>LinkedIn, Twitter, Facebook </li></u...
 
 
 
Connect with me: Twitter: @djsmith4 LinkedIn:  http://www.linkedin.com/in/donaldjsmithmpls Email:  [email_address] Credits...
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CSIFT Feb 2010 Meeting. Don Smith, Digital Media Ethnographer, General Mills 02082010

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Activating Connected Innovation via Social Media - The Chicago Section IFT Feb. 2010 meeting presentation by Don Smith, Digital Media Ethnographer, General Mills

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  • So why are we even evaluating a buzz tracking tool? We all know that more of our consumers are spending more of their time online Also generating more of the online content online (predicted 70% by 2012). Better perspective of what’s on people’s mind: heat map of what they’re talking about How are they talking about it – in their own words; with real emotion Form of risk management : we’re not the only ones listening Consumers are interacting and influencing each other If necessary, respond quickly and effectively So basically buzz tracking another of better understanding our consumers.
  • 1) Large, brief, spike in activity – by 21 st down dramatically 2) Most of the talk was negative (each negative post assigned score of -1) 3) Updates in recall news produced significantly lesser spikes over time. Short attention span for this sort of thing.
  • Not only does the unchanged (level) activity around Pillsbury show that people are not confusing Pillsbury with the recall, but then you can confirm this by looking at the main discussion topics for Pillsbury. See no recall-related themes for Pillbury In contrast, biggest themes or discussion topics for Toll House conversations were recall-related More specifically, the talk surrounding Pillsbury around time of recall (May 28-June 28) did not include any recall-related topics. Application where theme function is useful. (still not perfect – user generated interpretations, but better)
  • CSIFT Feb 2010 Meeting. Don Smith, Digital Media Ethnographer, General Mills 02082010

    1. 1. Chicago Section IFT Presentation February 8, 2010 Donald Smith, General Mills R&D Twitter: @djsmith4
    2. 3. &quot;We are working around the clock to restore Eggo store inventories to normal levels as quickly as possible,&quot; Kellogg's spokeswoman Kris Charles wrote in an e-mail to ABC News . &quot;In the meantime, we're allocating available product to customers based on historical percentage of business. We estimate that store freezer inventory shortfalls will continue on Eggo products through the first half of 2010.&quot;
    3. 4. Overview <ul><li>What is Social Media? </li></ul><ul><li>Social Media Framework – Groundswell </li></ul><ul><li>Engaging consumers via Social Media </li></ul><ul><li>Activating Connected Innovation via Social Media </li></ul><ul><li>2-step Jump Start </li></ul>
    4. 5. http://www.youtube.com/watch?v=6ILQrUrEWe8
    5. 6. Elements of Social Media Who I am What I’m doing Who I know Powerful search
    6. 7. Social media is a new communication model
    7. 8. Social Elements in action <ul><li>Networking </li></ul><ul><li>Conversations </li></ul><ul><li>Faster Learning </li></ul><ul><li>Holistic view </li></ul>
    8. 11. It’s where your consumers are 4 out of 5 U.S. adults use social technology Forrester, Social Technographics, survey 2009 2/3 of the global internet population visit social networks Nielsen, Global Faces and Networked Places, 2009 Time spent on social networks is growing at 3x the overall internet rate, accounting for 10% of all internet time Nielsen, Global Faces and Networked Places, 2009 Visiting social sites is now the 4 th most popular online activity, ahead of personal email Nielsen, Global Faces and Networked Places, 2009
    9. 12. Business Context : Consumers are online speaking their minds and influencing others. Online is where our consumers are. Expressing what is on their minds . Influencing the messaging around our products.
    10. 14.
    11. 15. A Simple Four-Step Approach P eople Assess your people’s social technology abilities O bjectives Decide what you want to accomplish S trategy Plan for how relationship with customers will change T echnology Decide what social technologies to use
    12. 16. Groundswell Strategies <ul><li>Talking – Using social media to talk about subjects that matter to the brand or deliver the brand message </li></ul><ul><li>Listening – Using social media to monitor consumer discussions; Get closer to your consumers </li></ul><ul><li>Energizing – Activating the community to take action: share, talk, review, etc. </li></ul><ul><li>Support – Using social media to support and service consumers; Help them accomplish goals or solve problems </li></ul><ul><li>Embracing – Actively collaborating with consumers using social media </li></ul>
    13. 17. A Social Brand in Action
    14. 18. Whole Foods example: Talking <ul><li>List of different voices (local stores) on Twitter </li></ul><ul><li>Multiple voices, organized and localized </li></ul><ul><li>Supplements master brand </li></ul><ul><li>Promotes community on a more personal level </li></ul>
    15. 19. Whole Foods example: Listening <ul><li>Prominent positioning of social media destinations to talk directly to the brand </li></ul>
    16. 20. Whole Foods example: Listening in action <ul><li>Using social media to monitor social discussions </li></ul><ul><li>Gain consumer insights </li></ul><ul><li>Gather new ideas </li></ul><ul><li>Get alerts faster than traditional channels </li></ul><ul><li>Identify trending needs as they are happening </li></ul>
    17. 21. Whole Foods example: Energizing Multiple promotions on customer-focused topics (“Your Health: Boost your Omega 3’s”) that coordinate to sales on foods high in Omega 3’s. Facebook Whole Foods’ blog Home page promo 0
    18. 22. Whole Foods example: Supporting <ul><li>Using social media to support consumers and help fix issues </li></ul><ul><li>Identify problems with products </li></ul><ul><li>Responding to one = a response to many </li></ul>
    19. 23. Whole Foods example: Embracing Finding common passions with their consumers and collaborating with them through social media. Facebook pages Whole Foods’ “Values” page on corp. site Co-branded (with Whole Foods) foundation page 0
    20. 26. Networks drive awareness. New Products
    21. 31. Research - Consumer Networks <ul><li>&quot;We have a mandate at General Mills to move as much of our qualitative research online as possible in the coming months and years.” </li></ul>Research Networks 30-50 recruited consumers Unlimited passionate fans 6-8 weeks evergreen community paid for participation nominal Cost per network Campaign cost only
    22. 32. Finding 1: Large, but brief, spike in online buzz on day of recall. Talk predominantly negative. Recall updates generate lesser spikes in talk. Number of Posts Net Sentiment Recall date Government announces new safety standards to reduce salmonella and E. coli outbreaks. Nestlé cookie dough sample tests positive for E. coli. Recall talk – lawsuits filed, retailers pulling product off shelf, FDA stumped about source. FDA announces that E. coli found in cookie dough does not match strain linked to 30-state outbreak.
    23. 33. No recall-related themes surfaced for Pillsbury. The four most popular topics remained consistent overtime. Pillsbury Themes Nestlé Toll House Themes
    24. 35. The Case for Connections <ul><li>MIT research shows that… </li></ul><ul><ul><li>“ 40% of creative teams productivity is directly explained by the amount of communication they have with others to discover, gather, and internalize information.” </li></ul></ul><ul><ul><li>“ Employees with the most extensive digital networks are 7% more productive than their colleagues.” </li></ul></ul><ul><ul><li>“ Employees with the most cohesive face-to-face networks are 30% more productive.” </li></ul></ul><ul><ul><li>Pentland, A. 2009. How Social Networks Network Best. Harvard Business Review, Feb, p 37. </li></ul></ul><ul><ul><li>Aral, Brynjolfsson & Van Alstyne. 2007. Productivity Effects of Information Diffusion in Networks. </li></ul></ul>
    25. 36. 3 Legged Stool of Innovation <ul><li>New Skills required to support Open Innovation </li></ul><ul><li>Networking </li></ul><ul><li>Communication </li></ul><ul><li>Holistic view </li></ul>
    26. 37. Socially Enabled <ul><li>Emerging Social Tool set </li></ul><ul><li>Communities </li></ul><ul><li>Connections </li></ul><ul><li>Profiles </li></ul>
    27. 41. 2 step jump start <ul><li>Digitize your profile and connections </li></ul><ul><ul><li>LinkedIn, Twitter, Facebook </li></ul></ul><ul><li>Listen to your brand buzz </li></ul><ul><ul><li>Search.twitter.com </li></ul></ul><ul><ul><li>#hash tags </li></ul></ul><ul><ul><li>Facebook pages </li></ul></ul>
    28. 45. Connect with me: Twitter: @djsmith4 LinkedIn: http://www.linkedin.com/in/donaldjsmithmpls Email: [email_address] Credits: Video - Did You Know Series Thanks to CSIFT!

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