Activating Connected Innovation via social media

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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 onlineAlso generatingmore 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 aboutHow are they talking about it – in their own words; with real emotionForm of risk management: we’re not the only ones listeningConsumers are interacting and influencing each otherIf necessary, respond quickly and effectivelySo basically buzz tracking another of better understanding our consumers.
  • 1) Large, brief, spike in activity – by 21st down dramatically2) 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 PillburyIn contrast, biggest themes or discussion topics for Toll House conversations were recall-relatedMore specifically, the talk surrounding Pillsbury around time of recall (May 28-June28) did not include any recall-related topics.Application where theme function is useful. (still not perfect – user generated interpretations, but better)
  • Activating Connected Innovation via social media

    1. 1. Activating connected innovation via Social media<br />Chicago Section IFT Presentation <br />February 8, 2010<br />Donald Smith, General Mills R&D<br />Twitter: @djsmith4<br />
    2. 2.
    3. 3. &quot;We are working around the clock to restore Eggo store inventories to normal levels as quickly as possible,&quot; Kellogg&apos;s spokeswoman Kris Charles wrote in an e-mail to ABC News. &quot;In the meantime, we&apos;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; <br />
    4. 4. Overview<br />What is Social Media?<br />Social Media Framework – Groundswell<br />Engaging consumers via Social Media<br />Activating Connected Innovation via Social Media <br />2-step Jump Start<br />
    5. 5. What is Social Media?<br />http://www.youtube.com/watch?v=6ILQrUrEWe8<br />
    6. 6. Elements of Social Media<br />Who I am<br />What I’m doing<br />Who I know<br />Powerful search<br />
    7. 7. Social media is a new communication model<br />
    8. 8. Social Elementsin action<br />Networking<br />Conversations<br />Faster Learning<br />Holistic view<br />
    9. 9.
    10. 10.
    11. 11. It’s where your consumers are<br />11<br />4 out of 5 U.S. adults use social technology<br />Forrester, Social Technographics, survey 2009<br />2/3 of the global internet population visit social networks<br />Nielsen, Global Faces and Networked Places, 2009<br />Time spent on social networks is growing at 3x the overall internet rate, accounting for 10% of all internet time<br />Nielsen, Global Faces and Networked Places, 2009<br />Visiting social sites is now the 4th most popular online activity, ahead of personal email<br />Nielsen, Global Faces and Networked Places, 2009<br />
    12. 12. Business Context: Consumers are online speaking their minds and influencing others.<br />Online is where our consumers are.<br />Expressing what is on their minds. <br />Influencing the messagingaround our products. <br />12<br />
    13. 13. Social media frameworkgroundswell<br />
    14. 14. 14<br />
    15. 15. 15<br />A Simple Four-Step Approach<br />People<br />Assess your people’s social technology abilities<br />Objectives<br />Decide what you want to accomplish<br />Strategy<br />Plan for how relationship with customers will change<br />Technology<br />Decide what social technologies to use<br />
    16. 16. Groundswell Strategies<br />Talking – Using social media to talk about subjects that matter to the brand or deliver the brand message<br />Listening – Using social media to monitor consumer discussions; Get closer to your consumers <br />Energizing – Activating the community to take action: share, talk, review, etc.<br />Support – Using social media to support and service consumers; Help them accomplish goals or solve problems<br />Embracing – Actively collaborating with consumers using social media <br />16<br />
    17. 17. 17<br />A Social Brand in Action<br />
    18. 18. Whole Foods example: Talking<br />List of different voices (local stores) on Twitter<br /><ul><li>Multiple voices, organized and localized
    19. 19. Supplements master brand
    20. 20. Promotes community on a more personal level</li></ul>18<br />
    21. 21. Whole Foods example: Listening<br />Prominent positioning of social media destinations to talk directly to the brand<br />19<br />
    22. 22. Whole Foods example: Listening in action<br />Using social media to monitor social discussions<br />Gain consumer insights<br />Gather new ideas<br />Get alerts faster than traditional channels<br />Identify trending needs as they are happening<br />20<br />
    23. 23. Whole Foods example: Energizing<br />Multiple promotions on customer-focused topics (“Your Health: Boost your Omega 3’s”) that coordinate to sales on foods high in Omega 3’s.<br />Whole Foods’ blog<br />Facebook<br />0<br />Home page promo<br />21<br />
    24. 24. Whole Foods example: Supporting<br />Using social media to support consumers and help fix issues<br /><ul><li>Identify problems with products
    25. 25. Responding to one = a response to many</li></li></ul><li>Whole Foods example: Embracing<br />Finding common passions with their consumers and collaborating with them through social media.<br />Whole Foods’ “Values” page on corp. site<br />Co-branded (with Whole Foods) foundation page<br />Facebook pages<br />0<br />23<br />
    26. 26. Engaging consumers via Social Media<br />
    27. 27.
    28. 28. New Products<br />Networks drive awareness.<br />
    29. 29.
    30. 30.
    31. 31.
    32. 32.
    33. 33. Research - Consumer Networks<br />&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.”<br />
    34. 34. Implication: Listening enables us to assess and respond to adverse situations quickly and effectively. <br />Finding 1: Large, but brief, spike in online buzz on day of recall.<br />Talk predominantly negative. Recall updates generate lesser spikes in talk.<br />Recall talk – lawsuits filed, retailers pulling product off shelf, FDA stumped about source.<br />FDA announces that E. coli found in cookie dough does not match strain linked to 30-state outbreak.<br />Nestlé cookie dough sample tests positive for E. coli.<br />Number of Posts<br />Recall date<br />Government announces new safety standards to reduce salmonella and E. coli outbreaks.<br />Net Sentiment<br />32<br />
    35. 35. 33<br />No recall-related themes surfaced for Pillsbury.The four most popular topics remained consistent overtime.<br />Pillsbury<br />Themes<br />Nestlé Toll House<br />Themes<br />Recipes<br />E Coli <br />Doughboy<br />Coupons<br />Food Illness<br />Cookie <br />dough<br />Contest<br />Giveaways<br />
    36. 36. Activating Connected Innovation via Social Media <br />
    37. 37. The Case for Connections<br />MIT research shows that… <br />“40% of creative teams productivity is directly explained by the amount of communication they have with others to discover, gather, and internalize information.”<br />“Employees with the most extensive digital networks are 7% more productive than their colleagues.” <br />“Employees with the most cohesive face-to-face networks are 30% more productive.”<br />Pentland, A. 2009. How Social Networks Network Best. Harvard Business Review, Feb, p 37.<br />Aral, Brynjolfsson & Van Alstyne. 2007. Productivity Effects of Information Diffusion in Networks.<br />
    38. 38. 3 Legged Stool of Innovation<br />New Skills required to support Open Innovation<br /><ul><li> Networking
    39. 39. Communication
    40. 40. Holistic view</li></li></ul><li>Socially Enabled<br />Emerging Social Tool set <br /><ul><li>Communities
    41. 41. Connections
    42. 42. Profiles </li></li></ul><li>
    43. 43.
    44. 44. 2-step Jump Start<br />
    45. 45. 2 step jump start<br />Digitize your profile and connections<br />LinkedIn, Twitter, Facebook<br />Listen to your brand buzz<br />Search.twitter.com<br />#hash tags <br />Facebook pages<br />
    46. 46.
    47. 47.
    48. 48.
    49. 49. Thanks to CSIFT!<br />Connect with me:<br />Twitter: @djsmith4<br />LinkedIn: http://www.linkedin.com/in/donaldjsmithmpls<br />Email: donald.smith@generalmills.com<br />Credits:<br />Video - Did You Know Series<br />

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