Overview of the P&G Social Media Lab

Procter & Gamble’s Social Media Lab collaborate, learn, deploy CM Summit 2008, SF Deborah Schultz Strategic Advisor, P&G Social Media & Emerging Technology www.deborahschultz.com http://www.ﬂickr.com/photos/pedjap/156414455/ http://www.ﬂickr.com/photos/theparadigmshifter/470341923/

What is it about? ‣ Developing new brand building models ‣ Accelerate learning ‣ Broad, focused active experimentation ‣ Multi-functional collaboration

The Forces at Work Live Web - 24/7 Decentralized lives Global reach & effects Transparency & authenticity Democratization of tools Velocity of information Media fragmentation Empowered individuals http://www.ﬂickr.com/photos/44799719@N00/330191406/

http://www.ﬂickr.com/photos/wyoming_1/169390155/ Structure silos, physical goods, transactions, earnings

People Organic & social

This is a fundamental culture shift ...not about the tech bling [or even about marketing]

OK, so where’s the manual umm, there isn’t one

But here’s a good initial framework But here’s a good initial framework Objective Example -Develop a sounding board - private community Listening -Monitor buzz for ongoing assessment of trends and perceptions [buzzmetrics] -Enable fans to spread message [widgets, embeds] Talking -Continually communicate directly with consumers & monitor feedback [blogs] -Designate fans to lead others - brand ambassadors Energizing -Enable reviews, ratings to harness fans as sales -Enable customers to help each other [wikis, community] Supporting -Enable customers to build solutions together -Harvest customer ideas in public setting Embracing -Engage in co-creation of products & services © Groundswell 2008

What makes a good experiment? ‣ Addresses Critical Issue ‣ Starts from clear Hypotheses ‣ Doable, measurable ‣ Wide Applicability ‣ Leads to Action http://www.ﬂickr.com/photos/statusfrustration/134382292/

Social Media Lab Guiding Principles ‣ Social Media is NOT about technology or traditional advertising, it is about facilitating interactions between people. ‣ The “love you give is equal to the love you get” – in other words – the more you put into the Lab the more you will get out of it.

The Social Media Lab Pledge Our promise to you Your promise to us ‣ We pledge to create a culture that ‣ You pledge to join the Lab without any encourages original thinking, inventive preconceived notions on speciﬁc brands or problem solving and transparent customers knowledge sharing. ‣ You promise to engage openly and ‣ We will put the customer front and center enthusiastically on the opportunities and of all of our decisions potential of social media to facilitate interactions between people ‣ We will use social media tools in inventive ways to facilitate learning amongst ‣ We have chosen innovation partners for members of the Lab their creativity and character, therefore you pledge to share your knowledge and ‣ We will work to proactively address any insight amongst members of the Lab potential conﬂicts or miscommunication. ‣ We will facilitate interaction between partners and brands ‣ No idea is too “out there” if it supports the business and customers needs

The future Pause for a reality check and a request

Thanks [on behalf of myself and the P&G SML Lab Team] Social Media Lab Deborah Schultz www.deborahschultz.com

http://www.slideshare.net	81
http://dramrollonline.blogspot.com	65
http://anilaltas.blogspot.com	35
http://blogs.in.nokia.com	17
http://www.deborahschultz.com	14
http://www.curatedmedia.com	4
http://curate.posterous.com	2
http://webecom.blogspot.com	2
http://retailmeter.blogspot.com	2
http://webcache.googleusercontent.com	1
http://curatedmedia.com	1
http://whhci.posterous.com	1
http://paper.li	1

Overview of the P&G Social Media Lab

by deb schultz on Dec 08, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

13 Embeds 226

Statistics

Overview of the P&G Social Media Lab — Presentation Transcript