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Activating connected innovation via Social media,[object Object],MNIFT Presentation 11/17/2009,[object Object],Don Smith, General Mills ,[object Object],Twitter: @djsmith4,[object Object]
Mnift Rev1
"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." ,[object Object]
Overview,[object Object],What is Social Media?,[object Object],Social Media Framework – Groundswell,[object Object],General Mills leverages Social Media with consumers,[object Object],General Mills leverages Social Media to support Innovation,[object Object],Thought starters,[object Object]
What is Social Media?,[object Object],http://www.youtube.com/watch?v=6ILQrUrEWe8,[object Object]
Even Wikipedia has trouble defining it,[object Object],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).,[object Object]
Mnift Rev1
Social media is a new communication model,[object Object]
An increase in consumer adoption from 2007-2008,[object Object]
It’s where your consumers are,[object Object],10,[object Object],3 out of 4 people use social technology,[object Object],Forrester, The Growth of Social Technology Adoption, 2008,[object Object],2/3 of the global internet population visit social networks,[object Object],Nielsen, Global Faces and Networked Places, 2009,[object Object],Time spent on social networks is growing at 3x the overall internet rate, accounting for 10% of all internet time,[object Object],Nielsen, Global Faces and Networked Places, 2009,[object Object],Visiting social sites is now the 4th most popular online activity, ahead of personal email,[object Object],Nielsen, Global Faces and Networked Places, 2009,[object Object]
Business Context:  Consumers are online speaking their minds and influencing others.,[object Object],Online is where our consumers are.,[object Object],Why listen online?,[object Object],Expressing what is on their minds.  ,[object Object],Influencing the messagingaround our products. ,[object Object],11,[object Object]
Social media frameworkgroundswell,[object Object]
13,[object Object]
14,[object Object],A Simple Four-Step Approach,[object Object],People,[object Object],Assess your people’s social technology abilities,[object Object],Objectives,[object Object],Decide what you want to accomplish,[object Object],Strategy,[object Object],Plan for how relationship with customers will change,[object Object],Technology,[object Object],Decide what social technologies to use,[object Object]
Groundswell Strategies,[object Object],Talking  – Using social media to talk about subjects that matter to the brand or deliver the brand message,[object Object],Listening  – Using social media to monitor consumer discussions; Get closer to your consumers ,[object Object],Energizing  – Activating the community to take action: share, talk, review, etc.,[object Object],Support  – Using social media to support and service consumers; Help them accomplish goals or solve problems,[object Object],Embracing  – Actively collaborating with consumers using social media ,[object Object],15,[object Object]
16,[object Object],Listening,[object Object],Using social media to monitor consumer discussions; Get closer to your consumers,[object Object]
17,[object Object],Talking,[object Object],Using social media to talk about subjects that matter to the brand or deliver the brand message,[object Object]
18,[object Object],Energizing,[object Object],Activating the community to take action: share, talk, review, etc.,[object Object]
19,[object Object],Supporting,[object Object],Using social media to support and service consumers; Help them accomplish goals or solve problems,[object Object]
Embracing,[object Object],Actively collaborating with consumers using social media,[object Object]
21,[object Object],A Social Brand in Action,[object Object]
Whole Foods example: Talking,[object Object],List of different voices (local stores) on Twitter,[object Object],[object Object]
Supplements master brand
Promotes community on a more personal level22,[object Object]
Whole Foods example: Listening,[object Object],Prominent positioning of social media destinations to talk directly to the brand,[object Object],23,[object Object]
Whole Foods example: Listening in action,[object Object],Using social media to monitor social discussions,[object Object],Gain consumer insights,[object Object],Gather new ideas,[object Object],Get alerts faster than traditional channels,[object Object],Identify trending needs as they are happening,[object Object],24,[object Object]
Whole Foods example: Energizing,[object Object],Multiple promotions on customer-focused topics (“Your Health: Boost your Omega 3’s”) that coordinate to sales on foods high in Omega 3’s.,[object Object],Whole Foods’ blog,[object Object],Facebook,[object Object],0,[object Object],Home page promo,[object Object],25,[object Object]
Whole Foods example: Supporting,[object Object],Using social media to support consumers and help fix issues,[object Object],[object Object]
Responding to one = a response to many,[object Object]
How Does General mills leverage social media?,[object Object]
Listening and Responding,[object Object]
Mnift Rev1
Implication: Listening enables us to assess and respond to adverse situations quickly and effectively.  ,[object Object],Finding 1: Large, but brief, spike in online buzz on day of recall.,[object Object],Talk predominantly negative. Recall updates generate lesser spikes in talk.,[object Object],Recall talk – lawsuits filed, retailers pulling product off shelf, FDA stumped about source.,[object Object],FDA announces that E. coli found in cookie dough does not match strain linked to 30-state outbreak.,[object Object],Nestlé cookie dough sample tests positive for E. coli.,[object Object],Number of Posts,[object Object],Recall date,[object Object],Government announces new safety standards to reduce salmonella and E. coli outbreaks.,[object Object],Net Sentiment,[object Object],31,[object Object]
32,[object Object],No recall-related themes surfaced for Pillsbury.The four most popular topics remained consistent overtime.,[object Object],Pillsbury,[object Object],Themes,[object Object],Nestlé Toll House,[object Object],Themes,[object Object],Recipes,[object Object],E Coli ,[object Object],Doughboy,[object Object],Coupons,[object Object],Food Illness,[object Object],Cookie ,[object Object],dough,[object Object],Contest,[object Object],Giveaways,[object Object]
Mnift Rev1
Communities,[object Object]
Mnift Rev1
Leveraging social media for innovation,[object Object]
The Case for Connections,[object Object],MIT research shows that… ,[object Object],“40% of creative teams productivity is directly explained by the amount of communication they have with others to discover, gather, and internalize information.”,[object Object],“Employees with the most extensive digital networks are 7% more productive than their colleagues.” ,[object Object],“Employees with the most cohesive face-to-face networks are 30% more productive.”,[object Object],Pentland, A. 2009. How Social Networks Network Best. Harvard Business Review, Feb, p 37.,[object Object],Aral, Brynjolfsson & Van Alstyne. 2007. Productivity Effects of Information Diffusion in Networks.,[object Object],11/17/2009,[object Object],GMI Confidential,[object Object]
Figure 1. Four Types of Social Network Relationships,[object Object],                                                                                                                                              ,[object Object]
Mnift Rev1
Mnift Rev1
Join G-win today!,[object Object],https://openinnovation.generalmills.com,[object Object]
Thought starters,[object Object]
43,[object Object],Get Inside your consumer’s head,[object Object],Connecting,[object Object],5,[object Object],Consuming,[object Object],Creating,[object Object],Collaborating,[object Object],Sharing,[object Object],key consumer ,[object Object],behaviors ,[object Object],in social media,[object Object]
44,[object Object],Thought Starters:,[object Object],What values, beliefs and interests,[object Object],do you share with the people who,[object Object],buy your products and/or services?,[object Object],Where are those people already,[object Object],spending time that you could,[object Object],connect with them through those,[object Object],things?,[object Object],How can you connect people to,[object Object],other people and things that will,[object Object],help them accomplish their goals?,[object Object],Connecting,[object Object]
45,[object Object],Creating,[object Object],Thought Starters:,[object Object],What can you create that people will benefit from?,[object Object],What can you give to people that will help them create more interesting content to spread?,[object Object]
46,[object Object],Collaborating,[object Object],Thought Starters:,[object Object],How can you collaborate with people in a meaningful way?,[object Object],How can you help people collaborate with each other more easily?,[object Object]
47,[object Object],Sharing,[object Object],Thought Starters:,[object Object],What can you share that will make the community better?,[object Object],How can you help others share,[object Object],things more easily?,[object Object]

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Editor's Notes

  1. 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.
  2. 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.
  3. Southwest has a great blog, where they talk about what else….travel.
  4. 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
  5. 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.
  6. 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.
  7. 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.
  8. 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)