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How Oreo, Trident and Wheat Thins Generate Consumer Advocacy in a Mobile and Social World
 

How Oreo, Trident and Wheat Thins Generate Consumer Advocacy in a Mobile and Social World

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According to research from Nielsen and Forrester, brands have spent millions to acquire fans and followers on social media, but less than 1% of fans and followers ever return to a brand’s social ...

According to research from Nielsen and Forrester, brands have spent millions to acquire fans and followers on social media, but less than 1% of fans and followers ever return to a brand’s social page and content is typically only shared once. How do brands take the next step to engage customers in ways that drive marketing outcomes that matter?

In the live webinar, Bonin Bough, Vice President of Global Media and Consumer Engagement at Mondelēz International, discussed how Mondelēz is challenging marketers to “think like a startup,” and leverage social media and mobile to drive impulse purchasing.

The webinar covered:

- How Bonin & Mondelēz International are responding to the new consumer path to purchase
- How Mondelēz achieved recent success in social engagement including the Trident, Wheat Thins and Oreo’s “dunk in the dark” campaigns
- How Mondelez is leveraging social advocates to drive brand preference and intent to purchase

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  • It’s funny, but it’s also so true – we have become a society of distracted individuals, and that distraction is only growing.But the funny thing is that we tell ourselves that we are becoming a society of successful multi-taskers. But this couldn’t be the furthest thing from the truth. A study by the Institute of Psychiatry found that those distracted by technology saw a 10-point drop in their IQ – which is more than twice the effect of marijuana! So…you are actually better off being a pothead then a multitasker.And this is only getting worse. In fact, consumers are spending more than 25 percent of their daily media consumption time with mobile. But, at the same time, marketers are spending less than one percent of their spend on mobile.
  • So not only should marketers be nervous, but so should dentists! Apparently mobile has greater presence in global culture than hygiene does.There are 7 billion people on Earth. 5.1 billion own a cell phone. But only 4.2 billion own a toothbrush. I guess the other 1.1 billion didn’t get the text message. Look at Africa – more Africans have access to a mobile phone than clean water!The fact is, if the Internet was a wave, mobile is a tsunami. And the pace at which the waves are crashing on our shores is unprecedented.
  • How do over a billion people now spend their time?
  • And we know mobile is right for every area of our business! It’s right FOR THE CONSUMER - This month, 56% of the world’s population will use a mobile phone at least one time and nearly a quarter of them will be smartphones.It’s right FOR THE BUSINESS – Provides that gap between the 23 percent consumption and the 1 percent investment. It’s an unparalleled and untapped opportunity to tell your brand’s story and engage with consumers.It’s right AS A MEDIA CHOICE – It gives us higher consumer engagement rates and the opportunity for savings vs. more traditional media channels is unprecedented. SCALE, ENGAGEMENTAnd it’s also right FOR our RETAIL PARTNERSHIPS – Mobile is the only device/item you have with you every time you shop.
  • At PepsiCo, where I served as Senior Global Director of Digital and Social Media until February of 2012, we pioneered Gatorade Mission Control, which you see here, a behind-the-scenes control center that puts social media front and center in the middle of the brand’s marketing department. The control center offered an unprecedented social media monitoring and visualization system to engage in the social conversation, and it ended up completely transforming our culture by bringing together people across departments and functions in one place. The consumer voice was front and center for everyone and that resulted in incredible collaboration that wouldn’t have otherwise taken place. We also deployed real-time strategies through connections with popular events and programs like NYC Fashion Week and ‘The X Factor’, enabling mobile sharing campaigns that allowed consumers to engage the brand directly. At Mondelez, we’re taking this type of approach even further to ensure that Mondelez is on the forefront of real-time innovation and engagement. we are working on a data-driven initiative focused on the consumer voice: the M Pulse Engagement Lab.The lab will consolidate the sheer amount of social media data we receive everyday into an engaging and visual format (available on screens around the office, tablets and mobile) that can be shared across the company to expose trends, improve collaboration, and allow for us to more quickly act on media programming. Only by gathering and analyzing data in real-time do organizations position themselves to deliver on an opportunity. By empowering brands to make strategic decisions on the fly, companies and their agencies can execute on smarter media plays that have small windows of opportunity. Ultimately, a culture of listening, accountability, and collaboration is what brands and their organizations need to succeed in a real-time world.
  • At Mondelez, we’re taking this type of approach even further to ensure that Mondelez is on the forefront of real-time innovation and engagement. we are working on a data-driven initiative focused on the consumer voice: the M Pulse Engagement Lab.The lab will consolidate the sheer amount of social media data we receive everyday into an engaging and visual format (available on screens around the office, tablets and mobile) that can be shared across the company to expose trends, improve collaboration, and allow for us to more quickly act on media programming. Only by gathering and analyzing data in real-time do organizations position themselves to deliver on an opportunity. By empowering brands to make strategic decisions on the fly, companies and their agencies can execute on smarter media plays that have small windows of opportunity. Ultimately, a culture of listening, accountability, and collaboration is what brands and their organizations need to succeed in a real-time world.
  • We first saw the power of tapping into big cultural moments when we celebrated Oreo's 100th birthday in 2012, producing produced 100 consecutive "Daily Twists," spotlighting global cultural developments, as they happened, through an Oreo lens. The creative was inspired by everything from LGBT Pride Month to the Mars landing to the 2012 Olympics.It was ambitious and a little risky, but we saw incredible results: 1.3 million total interactions on Facebook, an increase of almost 200 percent compared to three months prior to the campaign. Social marketing and real-time engagement is possible, and incredibly powerful, largely because of mobileThe pervasiveness of digital technology and mobile devices allows people from anywhere and any background to share information across demographics.By focusing content development around shared cultural moments, marketers can transcend the demographics-driven targeting that has for so long defined the industry, reaching more people in a more relevant way.For example, 60 percent of Twitter users reported using the service on mobile, sending out nearly 400 million tweets per day. This is a large opportunity for brands to take advantage of Twitter’s high engagement ratio with its real-time service. The ubiquity of digital devices in today’s world is one of the reasons why we at Mondelēz plan to invest 10% of our global marketing budget in mobile.Real-time marketing is about improvisation and if done properly, can drive business growth. Despite all the efforts put into measuring the ROI of traditional media placements (TV ads in particular), all the planning and campaign development can be overshadowed by a moment of strategic improvisation.Improvised marketing is not without its risk – even the slightest misstep or off-color remark can go viral and damage a brand within minutes. But, done right, responding to events strategically in real-time and cleverly integrating your brand into the conversation can prove to be the most powerful marketing of all.Data-driven consumer insight strategies are the new model for how advertisers target the right ads to the right people at the right time.Real-time marketing is becoming a priority for many companies, and it’s the trend to watch this year:  According to eMarketer, 53 percent of marketers worldwide reporting that they plan to make greater use of real-time data in 2013  80 percent reported that social media data will be an integral part of their effortsReal-time marketing has demonstrated results and, according to a study by GolinHarris, it really moves the needle in consumers, who have showed powerful responses to real-time marketing: 16 percent increase in positivity towards brands 14 percent increase in buying potential 17 percent increase in media receptivity
  • The power outage at the Super Bowl provided the perfect opportunity for real-time engagement. Tide tweeted, "We can't get your #blackout. But we can get your stains out." In a dig at their luxury car rival, Audi tweeted, "Sending some LEDs to the @MBUSA Superdome right now..." Our Oreo brand team and their agency partners sat together in a war room and came up with the “Power out? No problem. You Can Still Dunk In The Dark” tweet and ad, which you see here. It has gotten overwhelming buzz to-date (16K retweets and 6K favorites) and has showed the scale of engagement real-time marketing can deliver on in the right moment.Post-Superbowl, there was a lot of discussion about which brand ‘won’ in the marketing battle, considering the heavy spend on advertising and placement. The campaigns that garnered the most buzz (for the most part) turned out to be those that made use of real-time marketing, not the commercials.We saw some similar brand engagement around the Grammy’s, with Campbell’s Soup and Oreo posting real-time ads related to Justin Timberlake’s performance.But to step back, I think the biggest challenge for brands that want to engage their consumers in real-time is that consumer conversations move as quickly as to social and mobile technology does. For large brands, making sense of that conversation requires rapidly sifting through vast amounts of data, but also making that data available across the organization so that ideas can be turned into action.
  • Layout is great…lets get the rest of the case studies this way
  • We know that innovation often comes from outside of the organization, and through Mobile Futures, we have created a structured program to collaborate with leaders from across the industry and continue to support and foster entrepreneurial talent. The first portion of the program is really aimed at creating the best possible pilot environment for start-ups in the mobile space. But we also want to break new ground and capture what other programs in the marketplace have not been able to do…..which is ultimately cultivating a culture of intrapreneurship. It’s really about developing that cultural transferance and we want to challenge ourselves to actually create new ventures that address some our largest business challenges. We want to develop new solutions to solve those problems. This program brings scale that only a company of our size can offer. Not just monetary commitment, but we have also lined up an amazing network in the space to help these first phase pilots scale, and to help our new ventures gain scale quickly.
  • And all of this is delivered by SocialChorus, the leading Social Word-of-Mouth marketing solution for the brands that people love. Our customers, including the ones you see on this slide, consistently deliver more of the most valuable social actions through trusted social influencers.Our cloud-based, comprehensive platform and expert services have been developed with the knowledge gained from launching over 200 social word-of-mouth programs for the largest brands in the world. Our customers keep coming back to us as we deliver measurable social ROI at 3 to 5 x on average in just a few weeks.
  • Looks like we are out of time, I want to thank our speakers today and encourage you to get in touch.

How Oreo, Trident and Wheat Thins Generate Consumer Advocacy in a Mobile and Social World How Oreo, Trident and Wheat Thins Generate Consumer Advocacy in a Mobile and Social World Presentation Transcript

  • Meet Our Speakers Bonin Bough • VP, Global Media and Consumer Engagement at Mondelez International • @boughb Gregory Shove • CEO, SocialChorus • @GregShove @SocialChorus
  • 1How do we become marketers in the digital age?
  • 2So, as marketers, how seriously do we take social and mobile?
  • 6
  • 1.5B Social Network Users
  • Why Mobile & Social Are Right FOR THE FOR THE AS A MEDIA FOR RETAILCONSUMER BUSINESS CHOICE PARTNERSPREFERENCE UNPARALLELED SCALE INFLUENCECONVENIENCE & UNTAPPED ENGAGEMENT ON PERSONAL OPPORTUNITY EFFICIENCY PURCHASE
  • Increase Media ROI Influence Purchase VIDEO MOBILE MOBILE AT SOCIAL TV EQUIVALENCY MEDIA RETAIL REACH ENGAGEMENT IMPULSE ADVOCACY
  • 3 How to get yourorganization ready for people-powered marketing?
  • Ignite a Culture Change Listen to the consumer Collaborate with consumers in real-time Power consumers to tell the brand’s story 11
  • 4Why let others tell the brand story?
  • Let Your Advocates Tell YourBrand’s Story 92% of consumers trust earned media above all other forms of advertising 16
  • 3% of Fans Create75% of Engagement Number of actions in a year: Advocate = 12 Customer = less than 1 18
  • SocialChorus Scale:The iD INSiDERSBrand Awareness- Drive awareness and social engagement around new product and the ArtCade- Shared stories around the “Kinda” brand message and ArtCade gaming experienceResults 120 37K 28.4M Advocates Social Endorsements Endorsements Delivered 19
  • 5Can you get enough scale with people-powered marketing?
  • Make It Easy From Any Device
  • Leverage Earned Media onPaid & Owned Measure what works on Earned Repurpose in Paid Republish on Owned 22
  • 6 How do you getMondelez to think like a startup?
  • COLLABORATING CREATING WITH OUR OWNENTREPRENEUR INTRAPRENEURS S
  • Think Like a MarketingStart-Up Partner with other start-ups Leverage latest technologies Create new chapters in the success “playbook” 25
  • Focus Areas for Pilots and New Ventures Innovations redefining consumer engagement and path-to- purchase SoLoMo Social TV Mobile at Retail Intersection of Driving social engagement Reaching consumers in-store social, location-aware tech and connected experiences and on-the-go to add and mobile to connect brands across multiple screens to value, make life easier, and with consumers and drive drive awareness & drive purchases/loyalty impulse purchases consideration
  • SocialChorus Enables Advocatesto Share Your Story with Millions
  • See Real-time Results 76K Endorsements $327K Earned Media Value 110M Audience Reach TopAdvocates 28
  • SocialChorus OverviewThe Leading Social Word-of-Mouth Marketing SolutionMillions of Social Endorsements for the Brands that People LoveComprehensive Software & Expert Services3-5x ROI, realized in weeks
  • Contact Us Contact SocialChorus Bonin Bough The Leading Social Word-of- VP, Global Media and Mouth Marketing Solution Consumer Engagement at Mondelez International info@socialchorus.com socialchorus.com 415.655.2700 @boughbGo to socialchorus.com to register for our next webinar!