Overview of the P&G Social Media Lab


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My talk from CM Summit 2008 on the P&G Social Media Lab that I developed with P&G - an approach to learning and innovation

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  • hey Deborah, I'm Navi. I take care of business development for a Singaporean based design company (http://coma.sg) and I think you presentation is quite amazing. I'd like to talk more about what you do
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  • The Social Media Lab is an innovative program involving more than 34 P&G brands and over 70 social media experts and agencies.  The Lab is designed to actively explore and gain insights on how to build relationships with P&G’s consumers in the age of social media.

  • It is about your business your product and your customers
    How, when and where they are receptive to you
    [and it better work, be easy to understand and add value to my life]

  • The rules of the game we know are not going to really work - we need to learn actively.

    Innovation/Learning is messy - it’s not prescriptive – that learning is the key

    The whole picture has changed not merely changing the light bulb.

    Underlying issues:
    Behavioral Shift
    Different Rules of engagement
    Code of Conduct

    Bottomline - We need to have an experimentation and Innovation mindset

  • Setting the tone from the beginning when striving for innovation
  • This is very new stuff
    Social Web is in it’s infancy. We thought Web 1.0 was only brochure-wear till we discovered e-commerce. Same hold true for the social web - it’s impact is far and deep and requires building of bridges across industries.
    The is more than marketing - it is tearing down organizational and industry silos.
    This “conversation” touches deep into your company and up into the boardroom

  • Overview of the P&G Social Media Lab

    1. 1. 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/
    2. 2. What is it about? ‣ Developing new brand building models ‣ Accelerate learning ‣ Broad, focused active experimentation ‣ Multi-functional collaboration
    3. 3. 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/
    4. 4. http://www.flickr.com/photos/wyoming_1/169390155/ Structure silos, physical goods, transactions, earnings
    5. 5. People Organic & social
    6. 6. This is a fundamental culture shift ...not about the tech bling [or even about marketing]
    7. 7. OK, so where’s the manual umm, there isn’t one
    8. 8. 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
    9. 9. 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/
    10. 10. 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.
    11. 11. 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
    12. 12. The future Pause for a reality check and a request
    13. 13. Thanks [on behalf of myself and the P&G SML Lab Team] Social Media Lab Deborah Schultz www.deborahschultz.com