More than ever, consumers are voicing their opinions and questioning brands publicly. Find out how Rick Wion, Sr. Director of Consumer Engagement at the Kellogg Company and his team are embracing transparency through their Open for Breakfast program. Rick will share how the program began, key learnings and success components of the campaign as well as tips on how you can build stronger relationships with your customers through an open, honest dialog.

1. How the Kellogg Company is
Bringing Transparency to Life
9th
#SMMSummit
Rick Wion
Sr. Director, Consumer Engagement
Kellogg’s

2. @Rdublife
McDonald’s & Kellogg

3. More Than A Marketing Trend
3

4. Consumers Reward Brands That Are Open
Sustained, responsive engagement correlates strongly with actions that drive business value
LOW
MODERATE
STRONG
NONE .3
INTENT TO
USE/TRIAL
INTENT TO
PURCHASE
INTENT TO
RECOMMEND
correlation between brands that share and
people’s intent to use/trial, purchase and recommend that brand
.2.1
4

5. Purchase Intent
Brand Favorablity
Brand Sentiment
Awareness and Relevance
Post Pre
+5 – 15%
+5 – 150%
+15 – 200%
+5 – 45%
Source: Edelman Berland, Brand Tracking and benchmarking across CPG, Financial, Beverages, Retail , 2011-2014
Delivering Impact Through Transparency

6. What’s the Impact?

7. Trust in U.S. Institutions
7
http://www.gallup.com/poll/1597/confidence-institutions.aspx

8. “If you can’t manage a silly Twitter page, then how can I trust you with my money”
Customer Trust & Sales
8

9. Evolving Consumer Expectations
9
http://www.edelman.com/insights/intellectual-property/brandshare-2014/about-brandshare-2014/global-results/

10. Rational, Emotional & Societal Relationships
10
– You offer good value
– I can trust you
– You care about the things I care about
– Buying your product affirms my beliefs
– You make the world better
– You allow me to show off my social
conscious

11. Why Does This Matter?
11
+12% Recommend
+12% Shared brand content
+11% Share personal info
+10% Defend
+8% Purchase
Rational
Emotional
Societal
Compounding Value for Organizations That Deliver All Three

12. Employee Relations
12
http://www.edelman.com/insights/intellectual-property/2014-edelman-trust-barometer/trust-in-business/trust-employee-engagement/
Employees are
3xMore credible than the CEO
when it comes to working
conditions at a company

13. Analysts increasingly look to
social for additional tips, thoughts
and trends that help diagnose the
state of a company
The Street
13

14. Trust Impacts Business
14
41%
of companies that experienced
a negative reputation event lost
brand value and revenue
http://www2.deloitte.com/global/en/pages/governance-risk-and-compliance/articles/reputation-at-risk.html

15. • Risk & Audit teams are
looking to social as an
emerging area of concern
• Up to 86% of boards have
oversight of risk including
reputation and social
policies
Risk & Board Review
15http://www.boardmember.com/cbm-magazine/risk-oversight-board/

16. 16
@Rdublife
Making Transparency Real

17. @Rdublife
Transparency in 11 Easy Steps
1.Full Commitment
2.Leadership Buy-In
3.Robust internal network
4.Alignment between marketing and
communications
5.Partnership with customer service
6.A commitment from SMEs
7.New thinking on metrics
8.Budget
9.Comfort in the uncomfortable
10.Skeptical optimism
11.Storytelling muscle

18. Full Commitment Across the Organization
It’s a cultural shift for many organizations
When done right, it should make people excited
Public Relations
Legal
ITLeadership Supply Chain
Operations Government RelationsCustomer Service

19. Transparency: You Either Are or You Aren’t
19

20. @Rdublife
• Transparency is one of the least measurable metrics
• Consumer trends make its value obvious
• Find the delta between trends and what leadership
inherently knows
Leadership As Champions
Let’s be open and honest but not lead with our chin
Neil Golden, former CMO of McDonald’s USA

21. @Rdublife
A Robust Internal Network
Sustainability
Legal
Nutrition
Supply Chain
Quality Assurance
R&D
Customer ServiceCommunicationsMarketing
Philanthropy
Corporate Security
Expertise tends to
live on islands…
learn to navigate
the archipelago

22. Alignment Between Marketing & Communications
On-pack
Kellogg
Owned
Comms
OpenFor
breakfast.com
Traditional &
Hybrid Media
Social
Paid/Search
Employee
Channels
KRM

23. Support from Customer Service
23
The front line most
experienced in
answering tough
questions

24. Partnership from SMEs
24

25. OFB Hub Traffic (Pageviews)
03/22/15 to 04/04/15
0
200
400
600
800
3/22/15 3/23/15 3/24/15 3/25/15 3/26/15 3/27/15 3/28/15 3/29/15 3/30/15 3/31/15 4/1/15 4/2
603
706
639
672
557
702
646
552
701
492
374
49
New Thinking On Old Metrics
25
• Old metrics vs. new
metrics
• How to best slot
transparency efforts

26. Transparency Impacts Business
26
Purchase Intent
Brand Favorablity
Brand Sentiment
Awareness and Relevance
Post Pre
+5 – 15%
+5 – 150%
+15 – 200%
+5 – 45%
Source: Edelman Berland, Brand Tracking and benchmarking across CPG, Financial, Beverages, Retail , 2011-2014 12

27. @Rdublife
• It isn’t real unless it is a
Facebook sponsored ad
• Use your real stories as
“the thing” that unwastes
your budgets
The Budget — Gotta Have Media insert examples from monthly reports

28. Developing Your Skill Sets
and Mindsets

29. • Don’t take the first answer
• Be willing and upfront about the
need to push the envelope
• Challenge any and all corporate
speak
Develop Your Skeptical Optimism
29

30. Continue to Tone Your Storytelling Muscle
30

31. • Re-ground in your consumer focus
• Find your true ambassadors
• Respect hierarchy but develop a
sense for when to jump it
• Confirm top cover with your boss
• Play the newbie card
• Thank everyone early and often
Makes Other Comfortable With Change
31

32. Thank You!
rick.wion@Kellogg.com
@rdublife