BlogWell Chicago Social Media Case Study: Procter & Gamble, presented by Stan Joosten


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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

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In his BlogWell Chicago case study presentation, "Marketing in the Age of Social Media - Examples from Procter & Gamble," Stan Joosten describes how social media is continuing to evolve - 3 out of every 4 US adults online now are using social tools to connect and network. This provides companies great opportunities - and challenges - to find their voice within this medium. Hear how P&G's brands integrate social media into their marketing activities, what lessons they've learned, and how these efforts have made them better able to serve their consumers.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at

Published in: Technology, Business
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  • BlogWell Chicago Social Media Case Study: Procter & Gamble, presented by Stan Joosten

    1. 1. How Big Companies Use Social Media January 22, 2009 | Chicago Stan Joosten Procter & Gamble Marketing in the Age of Social Media: Examples from Procter & Gamble
    2. 2. Marketing in the Age of Social Media <ul><li>Stan Joosten </li></ul><ul><li>Innovation Manager </li></ul><ul><li>Holistic Consumer Communication </li></ul><ul><li>The Procter & Gamble Company </li></ul>“ Technology Changes, Humans Don’t” * * credit:Deborah Schultz
    3. 3. P&G’s Billion Dollar Brands
    4. 4. Agenda <ul><li>What is Social Media? </li></ul><ul><li>Why should we care about Social Media? </li></ul><ul><li>Some P&G Examples </li></ul><ul><li>A few Lessons learned </li></ul>
    5. 5. So what is Social Media, exactly?
    6. 6. It is not <ul><li>“ Shiny Object Syndrome” </li></ul>
    7. 7. It is <ul><li>What technology </li></ul><ul><li>enables people to do </li></ul>
    8. 8. Social Media Social Media facilitates interaction between people. It describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself. These tools include blogs, message boards, podcasts, micro blogs, lifestreams, bookmarks, networks, communities, wikis, ratings, reviews, pictures, videos, etc. (adapted from Brian Solis, PR 2.0 ) A working definition
    9. 9. Caring Bridge Connect & Support
    10. 10. I knit therefore I blog Sock Knitting 2.0 Social Media Lab
    11. 11. Why Should We Care? <ul><li>“ A brand is no longer what we tell the consumer it is </li></ul><ul><li>- it is what consumers tell each other it is.” </li></ul><ul><ul><ul><ul><ul><li>Scott D. Cook </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Founder and Chairman of the Executive Committee – Intuit Board of Directors – P&G </li></ul></ul></ul></ul></ul>
    12. 12. Examples
    13. 13. A Useful Framework <ul><li>Listening </li></ul><ul><li>Learn from online conversations </li></ul><ul><li>Talking </li></ul><ul><ul><li>Participate in online conversations </li></ul></ul><ul><li>Energizing </li></ul><ul><li>Create Brand ambassadors </li></ul><ul><li>Supporting </li></ul><ul><li>Help customers support each other </li></ul><ul><li>Embracing </li></ul><ul><li>Involve customers in Innovation </li></ul>
    14. 14. Listening Monitoring the Web Social Media Lab
    15. 15. Talking Pampers Mommy Blog Event
    16. 16. Energizing Ratings & Reviews
    17. 17. Supporting Avec Iams Ça Marche!
    18. 18. Embracing BeingGirl TryOuts
    19. 19. Lessons Learned <ul><li>Understand your Customers - deeply </li></ul><ul><li>Know who you are (equity) </li></ul><ul><li>Provide value - don’t just talk about it </li></ul><ul><li>Open up, it’s not as scary as it seems </li></ul><ul><li>Learn by Doing, </li></ul><ul><li>Learn from Others </li></ul>
    20. 20. Thank you Stan Joosten [email_address]