Social media content and corporate reputation
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Keynote presentation at the Social Media Strategies Summit/Minneapolis on Oct. 3, 2012, highlighting examples of social media content aimed at building corporate or brand reputation.
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Social media content and corporate reputation
- 1. BAKING UP THE RIGHT MIX OF CONTENT TO BUILD CORPORATE REPUTATION KEVIN HUNT Manager, Corporate Social Media General Mills @kevin_hunt Oct. 3, 2012 Social Media Strategies Summit - Minneapolis
- 2. Championship Brands 2
- 3. • World’s sixth largest food company • Products marketed in more than 100 countries on six continents • 39,000 employees • $16.7 billion in fiscal 2012 net sales* *Does not include $1.3 billion of joint venture sales
- 4. 4
- 5. A Heritage of Innovation & Brand Building Betty Crocker created U.S. licensing rights to Yoplait are acquired Cheeri Oats debut Yoplait acquisition CPW Cadwallader Washburn joint venture builds first flour mill launched 1866 1869 1903 1921 1924 1928 1941 1961 1977 1984 1990 2001 2011 2012 Häagen-Dazs goes international (Japan) Yoki acquisition Green Giant founded as James Ford Bell Minnesota General Mills Research Center Valley Canning stock trades opens Charles Pillsbury invests in first Minneapolis mill Wheaties General Mills launches as completes purchase Whole Wheat Flakes of cross-town rival Pillsbury 5
- 6. Product Innovation Health Convenience Taste 6
- 7. Nourishing Lives Making People’s Lives… 7
- 8. 8
- 9. Reputation Snapshot: 2012 • America’s Most Reputable Companies (No. 1), Forbes and Reputation Institute • World’s Most Admired Companies, Fortune • Best Places to Work in IT, Computerworld • Top 50 Companies for Diversity: DiversityInc. • Best Workplaces: Canada, France & Greece, The Great Place to Work Institute • 100 Best Corporate Citizens, Corporate Responsibility magazine 9
- 10. Reputation 10
- 11. Who you are, what you do, and what you stand for 11
- 12. 12
- 13. 13
- 14. 14
- 15. “You need to have media to be social.” -John Earnhardt, Cisco 15
- 16. Content 16
- 17. “Your content should tell your story. It should be rooted in who you are…” -Ann Handley 17
- 18. Content informs instructs inspires 18
- 19. Content informs 19
- 20. Blog.GeneralMills.com 20
- 21. BellInstitute.com/Blogs 21
- 22. Blog.GreenGiant.com 22
- 23. 23
- 24. 24
- 25. LiveBetterAmerica.com 25
- 26. 26
- 27. 27
- 28. 28
- 29. Brand journalism 29
- 30. Newsroom.Cisco.com 30
- 31. 31
- 32. IntelFreePress.com 32
- 33. 33
- 34. IQ.Intel.com 34
- 35. YourQuestions.McDonalds.ca 35
- 36. McDonalds.co.uk 36
- 37. 37
- 38. ABullseyeView.com 38
- 40. Content instructs 40
- 41. BettyCrocker.com 41
- 42. 42
- 43. Tablespoon.com 43
- 44. 44
- 45. HomeMadeSimple.com 45
- 46. 46
- 47. Content inspires 47
- 48. NatureValleyTrailView.com 48
- 49. Newsroom.Cisco.com 49
- 50. Gmfleet.com 50
- 51. IBM.com/SmarterPlanet 51
- 52. 52
- 53. 53
- 54. 3 truths about social media content and reputation 54
- 55. It’s hard to reach people. It’s harder to connect. 55
- 56. If the content is weak, so is the connection. 56
- 57. Reputation starts with producing great products and providing great services. 57
- 58. Who will you inform, instruct or inspire today? 58
- 59. THANK YOU KEVIN HUNT Manager, Corporate Social Media General Mills @kevin_hunt StrungOutOnShinyObjects.com
Editor's Notes
- It seems fitting to begin our discussion by noting our legacy. General Mills for more than a century has been innovating and building brands, providing our customers and our consumers with quality products. For more than a century, we’ve been Nourishing Lives.
- Innovation keeps us strong.As it relates to our products, we start out with taste, because without that, consumers will reject a product. So taste is central. Consumers also care about convenience, and, increasingly, about health benefits. All of our new products need to taste good, but if they can have added benefits of convenience and/or health, it is even better.
- As a company of champions, we receive a lot of external recognition. Our financial track record of financial performance, along with award-winning innovation, iconic brands and top-notch employees are core elements to the success and strong reputation of General Mills.