BlogWell Chicago Social Media Case Study: Procter & Gamble, presented by Stan Joosten
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How Big Companies Use Social Media January 22, 2009 | Chicago Stan Joosten Procter & Gamble Marketing in the Age of Social Media: Examples from Procter & Gamble
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Transcript of BlogWell Chicago Social Media Case Study: Procter & Gamble, presented by Stan Joosten
How Big Companies Use Social MediaJanuary 22, 2009 | Chicago
How Big Companies Use Social MediaJanuary 22, 2009 | Chicago
Stan JoostenProcter & Gamble
Marketing in the Age of Social Media: Examples from Procter & Gamble
Marketing in the Age of Social Media
Stan JoostenInnovation Manager
Holistic Consumer CommunicationThe Procter & Gamble Company
“Technology Changes, Humans Don’t” *
* credit:Deborah Schultz
P&G’s Billion Dollar Brands
Agenda
What is Social Media?
Why should we care about Social Media?
Some P&G Examples
A few Lessons learned
http://www.flickr.com/photos/platinum/4003281/
So what is Social Media, exactly?
It is not “Shiny Object Syndrome”
It is What technology enables people to do
Social Media facilitates interaction between people.
It describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself.
These tools include blogs, message boards, podcasts, micro blogs, lifestreams, bookmarks, networks, communities, wikis, ratings, reviews, pictures, videos, etc.
(adapted from Brian Solis, PR 2.0)
Social Media
A working definition
Connect & SupportCaring Bridge
Social Media Lab
Sock Knitting 2.0
I knit therefore
I blog
Why Should We Care?
“A brand is no longer what we tell the consumer it is
- it is what consumers tell each other it is.”
Scott D. Cook
Founder and Chairman of the Executive Committee – Intuit Board of Directors – P&G
Examples
A Useful Framework
• ListeningLearn from online conversations
• TalkingParticipate in online conversations
• EnergizingCreate Brand ambassadors
• SupportingHelp customers support each other
• EmbracingInvolve customers in Innovation
Social Media Lab
Listening Monitoring the Web
Pampers Mommy Blog EventTalking
Ratings & ReviewsEnergizing
Avec Iams Ça Marche!Supporting
Social Media Lab
BeingGirl TryOutsEmbracing
Lessons Learned
‣Understand your Customers - deeply
‣Know who you are (equity)
‣Provide value - don’t just talk about it
‣Open up, it’s not as scary as it seems
‣Learn by Doing, Learn from Others
