activating connected innovation via social media
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ACTIVATING CONNECTED INNOVATION VIA SOCIAL MEDIA
Chicago Section IFT Presentation February 8, 2010Donald Smith, General Mills R&DTwitter: @djsmith4
"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."
Overview
What is Social Media?
Social Media Framework – Groundswell
Engaging consumers via Social Media
Activating Connected Innovation via
Social Media
2-step Jump Start
WHAT IS SOCIAL MEDIA?
http://www.youtube.com/watch?v=6ILQrUrEWe8
Elements of Social Media
Who I am
What I’m doing
Who I knowPowerful search
Social media is a new communication model
Social Elementsin action
Networking
Conversations
Faster Learning
Holistic view
It’s where your consumers are
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4 out of 5 U.S. adults use social technologyForrester, Social Technographics, survey 2009
2/3 of the global internet population visit social networksNielsen, Global Faces and Networked Places, 2009
Time spent on social networks is growing at 3x the overall internet rate, accounting for 10% of all internet timeNielsen, Global Faces and Networked Places, 2009
Visiting social sites is now the 4th most popular online activity, ahead of personal emailNielsen, Global Faces and Networked Places, 2009
Business Context: Consumers are online speaking their minds and influencing others.
Online is where our consumers
are.
Expressing what is on their minds.
Influencing the messaging around
our products.
SOCIAL MEDIA FRAMEWORKGROUNDSWELL
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A Simple Four-Step Approach
PeopleAssess your people’s social technology abilities
ObjectivesDecide what you want to accomplish
StrategyPlan for how relationship with customers will change
TechnologyDecide what social technologies to use
Groundswell Strategies
Talking – Using social media to talk about subjects that matter to the brand or deliver the brand message
Listening – Using social media to monitor consumer discussions; Get closer to your consumers
Energizing – Activating the community to take action: share, talk, review, etc.
Support – Using social media to support and service consumers; Help them accomplish goals or solve problems
Embracing – Actively collaborating with consumers using social media
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A Social Brand in Action
Whole Foods example: Talking
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List of different voices (local stores) on Twitter
• Multiple voices, organized and localized
• Supplements master brand• Promotes community on a more
personal level
Whole Foods example: Listening in action
Using social media to monitor social discussionsGain consumer insightsGather new ideasGet alerts faster than traditional channelsIdentify trending needs as they are happening
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Whole Foods example: Energizing
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Multiple promotions on customer-focused topics (“Your Health: Boost your Omega 3’s”) that coordinate to sales on foods high in Omega 3’s.
Facebook Whole Foods’ blog
Home page promo
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Whole Foods example: Supporting
Using social media to support consumers and help fix issues• Identify problems with products•Responding to one = a response to many
Whole Foods example: Embracing
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Finding common passions with their consumers and collaborating with them through social media.
Facebook pages
Whole Foods’ “Values” page on corp. siteCo-branded (with Whole Foods) foundation page
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ENGAGING CONSUMERS VIA SOCIAL MEDIA
Networks drive awareness.
New Products
Research - Consumer Networks
"We have a mandate at General Mills to move as much of our qualitative research online as possible in the
coming months and years.”
Research Networks
30-50 recruited consumers
Unlimited passionate fans
6-8 weeks evergreen community
paid for participation nominal
Cost per network Campaign cost only
ACTIVATING CONNECTED INNOVATION VIA SOCIAL MEDIA
The Case for Connections
MIT research shows that… “40% of creative teams productivity is
directly explained by the amount of communication they have with others to discover, gather, and internalize information.”
“Employees with the most extensive digital networks are 7% more productive than their colleagues.”
“Employees with the most cohesive face-to-face networks are 30% more productive.”
Pentland, A. 2009. How Social Networks Network Best. Harvard Business Review, Feb, p 37.Aral, Brynjolfsson & Van Alstyne. 2007. Productivity Effects of Information Diffusion in Networks.
3 Legged Stool of Innovation
Bigger Ideas
Leverage smart people outside of org
chart
Faster learning
New Skills required to support Open Innovation
• Networking
• Communication
• Holistic view
2-STEP JUMP START
2 step jump start
Digitize your profile and connections LinkedIn, Twitter, Facebook
Listen to your brand buzz Search.twitter.com #hash tags Facebook pages
Connect with me:
Twitter: @djsmith4LinkedIn: http://www.linkedin.com/in/donaldjsmithmplsEmail: [email protected]
Credits:
Video - Did You Know Series
Thanks to CSIFT!