blogwell atlanta social media case study: conagra foods, presented by stephanie moritz
TRANSCRIPT
Creating and embracing asocial media culture
ConAgra FoodsStephanie Moritz
Atlanta | November 10, 2009
www.gaspedal.com/BlogWell
How Big Brands Use Social Media
C ti d E b iCreating and Embracing a Social Media CultureSocial Media Culture
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The Social Media Landscape
75% 85%80%75%OF SOCIAL MEDIA
85%80%OF U.S. ADULTS
USE ONLINE SOCIAL
OOLS O
OF SOCIAL MEDIA USERS
BELIEVE BRANDS SHOULD
OF WOMEN USE THE INTERNET TO RESEARCHTOOLS TO
CONNECT WITH EACH OTHER
SHOULDHAVE AN ACTIVE
PRESENCE IN THEIR NETWORKS
TO RESEARCH PRODUCTS AND
SERVICESNETWORKS
Source: Forrester’s Growth Of Social Technology Adoption, 10/20/2008 and Opinion Research Corporation for Cone 2008, BlogHer and Compass Partners, 2008
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Social Media is now Mainstream
300M active users. Greatest growth is
Two Thirds of people online now use
social networking or gfrom people age 35-49
social networking or blogging
5 5 billion unique5.5 billion unique video feeds in April; #2 most popular search
engine
Wikipedia―120M visitors a month
Twitter grew 1,382% in last 12 months; More than 7M US
g
23% of mobile users in the UK, and 19% i th U S i it dMore than 7M US
visitors in Feb.in the U.S. visited
social network site
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The Social Media Conundrum
• We keep hearing…you must embrace social media, or risk being left behind, but …– How/when do you establish “the voice” of a
brand and an organization within social di h l ?media channels?
• Engaging in social media is fine, but …– How do you move beyond tactics to true
adoption?
What Will it Take?
• A targeted manageable planA targeted, manageable plan• A plan that supports business goals
A f b ildi• A focus on consensus building• Enterprise-wide activation• Long-term commitment
ConAgra Foods
Use Social Media to Better Connect to Consumers
TV, Print, Online, Search Media Content
Paid
Media Content
Content
Earned Owned
Content
PRSocial Media
Natural SearchWebsites
Events/Sponsorships Packaging/Promotions/FSI’sg g
CREATINGCREATING THE MASTER PLANCREATING THE MASTER PLAN
Establish Goal & Determine Approach
Thoughtfully elevate ConAgra’s social media presence from individualbrand participation to full-scale and proactive cross-brand and enterprisep p p pengagement from both an organizational and external vantage:
RespondAnswer questions,
acknowledge comments
ParticipateProactive blogger outreach,
become part of conversations
EngageDevelop internal/external
community
ListenMonitoring; Listening to what is being said and who is saying itMonitoring; Listening to what is being said and who is saying it
Build the Foundation
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Build the FoundationGovernance, procedures, education, policies
Achieve Consensus
• Senior management championSenior management champion sponsorship through CMO
• C Suite “digital immersion” then• C-Suite digital immersion then customized for the entire organization
Create Coalitions
CAG Enterprise
Social MediaSocial Media Customers,Social Media
Activation Team
‘Coordinating
&
Social Media
Activation Team
‘Coordinating
&
ConAgra
Blogforce
‘The Voices of our Brands
ConAgra
Blogforce
‘The Voices of our Brands
Social Media Task Force
‘Providing Direction, Guidance and Support’
Consumers, Influencers,
Media, &
Orchestrating’
&
Orchestrating’and our Enterprise’and our Enterprise’
Guidance and SupportEmployees
Agency Partners
ACTIVATIONSTEPS FOR ACTIVATIONACTIVATION
When Should a Brand use Social Media?
DEFINE: What are your communications objects? Business objectives? Does social media make sense?
A ROADMAP FOR PLANNING
object es oes soc a ed a a e se se
LISTEN: What are the discussion topics about your brand? Where are they taking place? Who is leading/participating? What is
being said? Do they already know about you? Are you welcome?
STRATEGIZE: How do the discussion trends inform the overarching approach? How does this online effort tie into other
communications from the brand? How do you sustain?
IDEATE: What would bring the strategy to life online, in a way that will inform, educate, persuade or entertain our audience?
PLAN: Apply the ideas to develop measurable tactics for onlinePLAN: Apply the ideas to develop measurable tactics for online engagement.
LAUNCH: Implement program, making sure to measure before you begin and as you go.
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EVALUATE: Did the effort perform as expected? Did we reach our goals? What would we do differently?
Brand Discovery Tools
AUDIENCE PROFILE CONVERSATION AUDITThe audience profile showcases how a The conversation audit focuses on what is particular demographic interacts and behaves online. Sample outcomes include:
M di C ti H bit
being said about the brand online through influencers, sentiment, media breakdown, etc. Sample outcomes include:
B d P litMedia Consumption Habits
How He / She Participates Online
Wh H / Sh G O li
Brand Personality
Industry Insights
T i B kdWhere He / She Goes Online
A Day in the Life
I H / Sh T lki Ab t Y B d
Topic Breakdown
Media Type Breakdown
B d S ti t / S lIs He / She Talking About Your BrandOnline?
Consumer Trends
Brand Sentiment / Samples
Key Influencers
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ACTIVATIONCASE STUDY ACTIVATION
Healthy Choice Social Media Challenge
Target Insight: Majority of the Healthy Choice consumers go online at least once a day and use the Internet for the latest news/current events, personal shopping, paying bills, searching for recipes, making travel plans and researching medical information. They LIKE to share their opinions online
Brand Objectives: Surround consumer with information about the Healthy Choice reinvention while raising awareness and encouraging trial of the new All Natural Entrées. Encourage trial by leveraging the Just One Bite message, emphasizing the great taste of
LIKE to share their opinions online.
g y g g g , p g gthe new Healthy Choice.
Social Media Objective: Following the four-phased approach to blogger engagement, begin listening to bloggers and execute certain tactics to establish a baseline line presence for the Healthy Choice brand By conducting a blogger audit we learned:presence for the Healthy Choice brand. By conducting a blogger audit we learned:
1 All bloggers were open to hearing more from the brand1. All bloggers were open to hearing more from the brand.2. Almost all the bloggers had a neutral reaction to the products.3. Healthy Choice could see more online activation by offering coupons
to bloggers.4. Healthy Choice should identify an additional “vertical” of health,
fitness weight-management and professional bloggers Healthyfitness, weight management and professional bloggers. Healthy Choice could have a big impact within this space.
Healthy Choice Social Media Challenge
We learned that the Healthy Choice core consumer is actively engaged in social media and were tasked with reaching them in this space.
Established Healthy Choice
Established Healthy Choice
Twitter pageSponsored Blog Posts
Used the new Healthy Choice as a
platform to beginBegan listening
t bl
yFacebook page Blog Posts
Hostedplatform to begin meaningful
conversationsto blogger
conversationsHosted
Twitter Party
Became a fixture Attended two blog conferences
Established strong
Became a fixture in the social media space
gblogger relationships
Healthy Choice Social Media Results
The program achieved:•Twitter account: more than 1,400
followers & growingI d F b k f•Increased Facebook fans
•Secured more than 90 blog posts•Encouraged trial by providing samples and participated in one-on-one meetings
with bloggers at BlogHer Food andwith bloggers at BlogHer Food and BlogWorld & New Media Expo to listen,
learn and advance in building a group of brand ambassadors
Sustained Engagement
Continuing the Healthy Choice Conversation
– Launched aggressive social media campaign, including blogger engagement, Twitter page and Parties, Facebook and Blog Talk Radio.
– 1,000 Emmy House Parties, driving 3,000 comments prior to event@H l h Ch i d d h E– @Healthy_Choice attended the Emmy Awards, delivering celebrity news and show updates to consumers via Twitter & FacebookFacebook
– Sampling & 1:1 blogger briefings - Blog World New Media & BlogHer Food
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Evaluation of ResultsFirst, we listened to many bloggers because it’s what they want and what other brand’s didn’t do… As a result, we have established a baseline
social media presence for Healthy Choice and began amassing a group on online ambassadors
“For a company such as Healthy Choice from ConAgra Foods to be at a Social Media conference to LISTEN to us bloggers, to learn from us bloggers, and to learn more about the realm of social media in general is huge.”
on online ambassadors
g g
“I also met with the FANTASTIC folks at Healthy Choice during lunch. I was really excited to provide my voice as to what I think is important in the products I buy and what I look for. I LOVE that they are coming out with a REAL ingredient product line y g g pthat has nothing artificial or added. I checked out the stats and you can recognize every ingredient ~ What a HUGE improvement I look forward to checking them out!”
“BTW I just received an email just today about one of the winners stating what she got for her Healthy Choice coupon and how over the world she was. This is one alliance I would definitely love to keep.”
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ACTIVATIONKEYS TO SUCCESSACTIVATION
Keys to Success
• Set Clear Goals & Determine Approach to Succeed
• Create Enterprise-Wide Endorsement & pResources
• Determine Roadmap for ExecutionDetermine Roadmap for Execution• Commit!
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C ti d E b iCreating and Embracing a Social Media CultureSocial Media Culture
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