conagra foods: social listening and engagement for consumer insights, presented by amy morgan
TRANSCRIPT
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 32Chicago, 6-15-2014
Learn more about Member Meetingssocialmedia.org/meetings
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ConAgra Foods Amy MorganSocial listening and engagement for consumer insights
Amy Morgan, ConAgra Foods July 15, 2014
@AmM2studios @ConAgraFoods
SOCIAL LISTENING & ENGAGEMENT FOR CONSUMER
INSIGHTS
“Most people do not listen with the intent to understand;
they listen with the intent to reply.” – Stephen R. Covey
In ONE minute…
277K Tweets
2.4MM+ Pieces of Facebook Content
3.5K Pinterest
Pins 8.3K+ Vine
Videos 26K+ Yelp
Reviews
200K+ Instagram
Photos
Source: DOMO infographic
• Early issues warning system • Crowdsourcing of ideas for innovation • Co-creation of near-term products or ideas • Quick-turn research • Feedback on products, services, experiences,
campaigns • Funnel of insights on trends • Competitive intel, SOV
Social listening gives us an advantage…
Social Listening
Model
LISTEN
ASK
ENGAGE
Feedback Issues
Questions
Polls Surveys
Conversations Closed panels
Advocacy platforms
Our Approach
Our Brands
4 Million + Fans & followers!
Consumer
Objectives, Tools &
Benchmarks
Listen/ Ask/ Engage
Our Brand Process
1. Social listening to identify pain points & opportunities 2. A/B Testing of packaging and flavors 3. Surveys to understand consumer behaviors & affinity 4. Crowdsourcing via new technologies & platforms 5. Gamification via shopping apps
Our Activations
A Wrong Move Eats into Sales
Stopped offering Chef Boyardee with Easy-Off Lids
Loyal Consumers Unhappy with Change
Fans help us right our wrong
• Decided to bring Pop Tops back • Needed to grab consumer attention at shelf • Vetted 2 labels with Facebook fans via social surveys
VS
IMPACT: • Received 400 responses in 5 hours • Strong preference toward ‘ring’ – version made it to shelf
Brand publicly apologizes Fans can’t keep a lid on their enthusiasm
Pop Tops Returns
Impending bacon shortage
Bring on the bacon!
Bacon idea sizzles
• Leveraged buzz around shortage to soft-sound product idea
• Polled fans on preference for a bacon-flavored jerky … and other breakfast meats
• Results supported our research on snacking need states
Meat lovers rejoice Bacon Jerky launches
Slim Jim brings the bacon
How Do You Like Your Chocolate?
• Launching new Greek Frozen Yogurt flavor
• Use Facebook to vet flavor name via ads and wall post
IMPACT: • Generated more than 2k clicks to ads
for less than $3k • Ad CTRs were comparable but
consumer comments provide insight on Dark Fudge Swirl name
Whipping up new ideas
Solicit product & usage ideas vs. Betterific crowdsourcing platform
Wouldn’t it be better if… IMPACT: • Generated hundreds of ideas around
product flavor, usage occasions • Input into product innovation • Campaigns continue – full results
forthcoming
Do you like us? Survey says!
Tap into social platforms to determine what drives brand affinity
IMPACT: • Cost-effective way to generate
hundreds of consumer responses for nominal spend
• Use information directionally - first step for planning and innovation work
What motivates you? Survey says!
Glean more targeted consumer feedback via ‘offline’ survey with screener
IMPACT: • Cost-effective way to generate hundreds
of targeted consumer responses for nominal spend
• Use intel to drive brand decisions
People were pairing Ro*Tel with chicken wings
What’s cooking?
• Polled community to determine interest in recipe
• Verdict: Our fans were interested
IMPACT:
• Developed, teased & unveiled to social embassies for Super Bowl
• The recipe announcement outperformed recipe posts
o Drove likes o Drove visits to the recipe page on ro-tel.com o Provided new usage idea to drive buy rate
An Asian soup recipe with pork, ramen
noodles, vegetables, soy sauce and ginger for an easy main dish
Pins 171 Likes 16
Spicy Chicken Curry made with chicken
thighs, zesty tomatoes, curry powder, ginger,
coconut milk Pins 20 Likes 4
Which recipes hit the mark?
How are consumers responding to our THOUSANDS of recipes?
IMPACT:
• Pins & likes are good indicator of consumer sentiment
• Helps determine ideal seasonality & identify influencers with brand affinity
• One input to drive additional recipe development or make in-market optimizations
Tasty Trend: Seattle is buzzing about Asian flavors from Beijing to Singapore
in 2014! What is your favorite Asian cuisine?
New monthly fan spotlight: Hunt’s <3 Our very first pick is from Kelly at
Wildflour's Cottage Kitchen. Give her Classic Italian Spaghetti Sauce recipe a
try and let us know what you think!
What trends appeal to our consumers?
What food trends are most appealing to our consumers?
IMPACT:
• Use this intel as one input to drive additional recipe and product development
• Make in-market optimizations
Trend spotting
Money talks…
Generate direct consumer feedback via mobile shopping app like Ibotta
• Consumers unlock rebates and earn cash, not points or coupons, via gamification
… and reveals
FLAVOR PREFERENCE
PURCHASE HABITS
TARGET USAGE
USAGE HABITS
What do we do with this info?
1. Integrate with other consumer feedback to identify common themes
• Digital data – Ratings & Reviews, search • Consumer Affairs data • Consumer Insights research
2. Work in tandem with our Marketing, Consumer Insights, Brand & RQI teams to make business and marketing decisions based on this consumer feedback • Day-to-day (what recipes to feature) • Longer-term (product development, reformulation and innovation
opportunities)
• Amy Morgan, ConAgra Foods • July 15, 2014 • @AmM2studios
Questions?
@AmM2studios
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 32Chicago, 6-15-2014
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORG
ME
M
BER M EETIN
G 3
2
CHICAGO