Keeping the social in social media, presented by Ray Hancart
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Transcript of Keeping the social in social media, presented by Ray Hancart
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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Keeping the social in social media
RAY HANCARTTHE J.M. SMUCKER COMPANY
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KEEPING THE SOCIAL IN SOCIAL MEDIA SocialMedia.org 2016 Brands-Only Summit
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SUSTAINABILITY PILLARS OUR SCOPE
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OUR SCOPE
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CONSUMERS CARE OUR CONCERNS
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CONSUMERS CARE OUR MANIFESTO
We leverage social media to further our brands by putting consumers first. We accomplish that by: • Sharing valuable info with our consumers • Proactively engaging in open dialogue with them • Turning learnings from these exchanges into mutually
beneficial actions • Protecting our consumers and brands in the social space
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CONSUMERS CARE OUR FRAMEWORK
Communicate Engage
Learn Protect
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CONSUMERS CARE
COMMUNICATE
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CONTENT SCREENS – FINANCIAL RELIEF
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CONTENT SCREENS – KNOWLEDGE
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CONTENT SCREENS – EMPATHY
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CONTENT SCREENS – HUMOR
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CONTENT SCREENS – GETTING INPUT
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CONTENT SCREENS – SHARED VALUES
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CONSUMERS CARE
ENGAGE
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BE THERE 24/7
SMM Tool
Daytime Social
Specialists
Off-Hours Moderation
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STRENGTHEN OUR INTERNAL NETWORK
Social Media
Culinary
Consumer Care
Corp. Comm.
Brand
Regulatory
Archives
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AREAS OF FOCUS
Product Usage Questions
Baking/Cooking Questions
Quality Complaints
Ingredient & Nutrition Inquiries
Brand & Product Praise
Availability Inquiries
Allergen Inquiries
Manufacturing & Sourcing
Inquiries Price Inquiries
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CONSUMERS CARE
LEARN
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OUR MENTALITY
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IDENTIFIED THE OPPS
Product Improvements
Innovation Opportunities
Usage Education
Opportunities
Content Ideas Purchase Drivers & Barriers
Partnership Opportunities
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METHODOLOGY
Areas of Focus
Identified
Inbound Tagging
Data Cleaned
Feed Into Respective
Areas
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CONSUMERS CARE
PROTECT
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TECHNOLOGY IS GOOD
According to 2014 Pew Research Center studies:
• 87% of online adults say the internet and cell phones have
improved their ability to learn new things.
• 72% of internet users report they like having so much
information.
• 81% of online Americans report their internet cell phone
use has made them better informed about products and
services today than they were 5 years ago.
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SCARY REALITY
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OUR MINDSET
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DEFENSE TERRITORIES
Ingredient Integrity
Manufacturing Integrity
Product Quality
Concerns
Sourcing Product Size
Changes Marketing
Parameters
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CONSUMERS CARE
THE RESULTS?
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CONSUMERS CARE
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Ray Hancart Social Media Manager The J.M. Smucker Company [email protected] Twitter: @rhancart
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Learn more about past andupcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016