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.
Skittles has given the wheel to consumers, but as they’’ve done so, they are able to get great insights about how people think, talk about and consume Skittles.
Southwest has a great blog, where they talk about what else….travel.
TV shows and movies are fantastic at energizing around new episodes or release dates. Man v. Food consistently shares behind the scenes pics/videos,a s well as polls the fan base about the upcoming challenges to tease upcoming episodes
One of the most famous customer service turnarounds in recent memory…Everyone lieks to hate the cable compnay (often for good reason), but Comcast has taken to Twitter to become incredibly responsive to their customers needs/issues.
Ford has done a great job launching the new Fiesta socially. They’ve recruited 100 influentials to be part of a 6 month launch program that brings the car to life online. Rather than focus on all of the cool gadgets, they’ve built their campaign around 5 key attributes (technology, travel, style/design, social activiaism, adventure). These 100 influencers are given challenges to bring to life that bring the personality of the car (along with the actual car features) to life.
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<br />MNIFT Presentation 11/17/2009<br />Don Smith, General Mills <br />Twitter: @djsmith4<br />
"We are working around the clock to restore Eggo store inventories to normal levels as quickly as possible," Kellogg's spokeswoman Kris Charles wrote in an e-mail to ABC News. "In the meantime, we'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." <br />
Overview<br />What is Social Media?<br />Social Media Framework – Groundswell<br />General Mills leverages Social Media with consumers<br />General Mills leverages Social Media to support Innovation<br />Thought starters<br />
What is Social Media?<br />http://www.youtube.com/watch?v=6ILQrUrEWe8<br />
Even Wikipedia has trouble defining it<br />Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).<br />
Social media is a new communication model<br />
An increase in consumer adoption from 2007-2008<br />
It’s where your consumers are<br />10<br />3 out of 4 people use social technology<br />Forrester, The Growth of Social Technology Adoption, 2008<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 />
Business Context: Consumers are online speaking their minds and influencing others.<br />Online is where our consumers are.<br />Why listen online?<br />Expressing what is on their minds. <br />Influencing the messagingaround our products. <br />11<br />
14<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 />
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 />15<br />
16<br />Listening<br />Using social media to monitor consumer discussions; Get closer to your consumers<br />
17<br />Talking<br />Using social media to talk about subjects that matter to the brand or deliver the brand message<br />
18<br />Energizing<br />Activating the community to take action: share, talk, review, etc.<br />
19<br />Supporting<br />Using social media to support and service consumers; Help them accomplish goals or solve problems<br />
Embracing<br />Actively collaborating with consumers using social media<br />
Promotes community on a more personal level</li></ul>22<br />
Whole Foods example: Listening<br />Prominent positioning of social media destinations to talk directly to the brand<br />23<br />
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 />24<br />
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 />25<br />
Whole Foods example: Supporting<br />Using social media to support consumers and help fix issues<br /><ul><li>Identify problems with products
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 />27<br />
How Does General mills leverage social media?<br />
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 />31<br />
32<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 />
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 />11/17/2009<br />GMI Confidential<br />
Figure 1. Four Types of Social Network Relationships<br /> <br />
44<br />Thought Starters:<br />What values, beliefs and interests<br />do you share with the people who<br />buy your products and/or services?<br />Where are those people already<br />spending time that you could<br />connect with them through those<br />things?<br />How can you connect people to<br />other people and things that will<br />help them accomplish their goals?<br />Connecting<br />
45<br />Creating<br />Thought Starters:<br />What can you create that people will benefit from?<br />What can you give to people that will help them create more interesting content to spread?<br />
46<br />Collaborating<br />Thought Starters:<br />How can you collaborate with people in a meaningful way?<br />How can you help people collaborate with each other more easily?<br />
47<br />Sharing<br />Thought Starters:<br />What can you share that will make the community better?<br />How can you help others share<br />things more easily?<br />
48<br />Thought Starters:<br />What can you teach people that will help them achieve their goals?<br />What can you learn from people that will help you be a better marketer or help you make better products?<br />How can you reward people for<br />consuming and sharing your<br />content?<br />Consuming<br />
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