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Keeping the social in social media, presented by Ray Hancart

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In his Brands-Only Summit presentation, The J.M. Smucker Company's Ray Hancart shares a case study on their social media framework.

He explains their approach for putting and keeping their consumers first.

Published in: Social Media
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Keeping the social in social media, presented by Ray Hancart

  1. 1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 Keeping the social in social media RAY HANCART THE J.M. SMUCKER COMPANY
  2. 2. KEEPING THE SOCIAL IN SOCIAL MEDIA SocialMedia.org 2016 Brands-Only Summit
  3. 3. SUSTAINABILITY PILLARS OUR SCOPE
  4. 4. OUR SCOPE
  5. 5. CONSUMERS CARE OUR CONCERNS
  6. 6. CONSUMERS CARE OUR MANIFESTO We leverage social media to further our brands by putting consumers first. We accomplish that by: • Sharing valuable info with our consumers • Proactively engaging in open dialogue with them • Turning learnings from these exchanges into mutually beneficial actions • Protecting our consumers and brands in the social space
  7. 7. CONSUMERS CARE OUR FRAMEWORK Communicate Engage Learn Protect
  8. 8. CONSUMERS CARE COMMUNICATE
  9. 9. CONTENT SCREENS – FINANCIAL RELIEF
  10. 10. CONTENT SCREENS – KNOWLEDGE
  11. 11. CONTENT SCREENS – EMPATHY
  12. 12. CONTENT SCREENS – HUMOR
  13. 13. CONTENT SCREENS – GETTING INPUT
  14. 14. CONTENT SCREENS – SHARED VALUES
  15. 15. CONSUMERS CARE ENGAGE
  16. 16. BE THERE 24/7 SMM Tool Daytime Social Specialists Off-Hours Moderation
  17. 17. STRENGTHEN OUR INTERNAL NETWORK Social Media Culinary Consumer Care Corp. Comm. Brand Regulatory Archives
  18. 18. AREAS OF FOCUS Product Usage Questions Baking/Cooking Questions Quality Complaints Ingredient & Nutrition Inquiries Brand & Product Praise Availability Inquiries Allergen Inquiries Manufacturing & Sourcing Inquiries Price Inquiries
  19. 19. CONSUMERS CARE LEARN
  20. 20. OUR MENTALITY
  21. 21. IDENTIFIED THE OPPS Product Improvements Innovation Opportunities Usage Education Opportunities Content Ideas Purchase Drivers & Barriers Partnership Opportunities
  22. 22. METHODOLOGY Areas of Focus Identified Inbound Tagging Data Cleaned Feed Into Respective Areas
  23. 23. CONSUMERS CARE PROTECT
  24. 24. TECHNOLOGY IS GOOD According to 2014 Pew Research Center studies: • 87% of online adults say the internet and cell phones have improved their ability to learn new things. • 72% of internet users report they like having so much information. • 81% of online Americans report their internet cell phone use has made them better informed about products and services today than they were 5 years ago.
  25. 25. SCARY REALITY
  26. 26. OUR MINDSET
  27. 27. DEFENSE TERRITORIES Ingredient Integrity Manufacturing Integrity Product Quality Concerns Sourcing Product Size Changes Marketing Parameters
  28. 28. CONSUMERS CARE THE RESULTS?
  29. 29. CONSUMERS CARE
  30. 30. Ray Hancart Social Media Manager The J.M. Smucker Company ray.hancart@jmsmucker.com Twitter: @rhancart
  31. 31. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

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