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2. Creating d Embracing
C ti and E b i a
Social Media Culture
1

3. The Social Media Landscape
75% 80% 85%
OF U.S. ADULTS OF SOCIAL MEDIA
USE OF WOMEN USE USERS
ONLINE SOCIAL THE INTERNET BELIEVE BRANDS
TOOLS TO
OOLS O TO RESEARCH SHOULD
CONNECT WITH PRODUCTS AND HAVE AN ACTIVE
EACH OTHER SERVICES PRESENCE IN THEIR
NETWORKS
Source: Forrester’s Growth Of Social Technology Adoption, 10/20/2008 and Opinion Research Corporation for
Cone 2008, BlogHer and Compass Partners, 2008
2

4. Social Media is now Mainstream
Two Thirds of people 300M active users.
online now use
social networking or Greatest growth is
g
blogging from people age 35-49
5.5
5 5 billion unique
video feeds in
Wikipedia―120M
April; #2 most
visitors a month
popular search
engine
g
Twitter grew 1,382% 23% of mobile users
in last 12 months; in the UK, and 19%
More than 7M US in the U.S. i it d
i th U S visited
visitors in Feb. social network site
3

5. 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
media channels?
di h l ?
• Engaging in social media is fine, but …
– How do you move beyond tactics to true
adoption?

6. What Will it Take?
• A targeted manageable plan
targeted,
• A plan that supports business goals
• Affocus on consensus building
b ildi
• Enterprise-wide activation
• Long-term commitment

7. ConAgra Foods

8. Use Social Media to Better Connect to Consumers
TV, Print, Online, Search
Media Content
Paid
Content
Earned Owned
PR
Websites
Social Media
Events/Sponsorships
Natural Search
Packaging/Promotions/FSI’s
g g

9. CREATING THE MASTER PLAN
CREATING
THE MASTER PLAN

10. Establish Goal & Determine Approach
Thoughtfully elevate ConAgra’s social media presence from individual
brand participation to full-scale and proactive cross-brand and enterprise
p p p p
engagement from both an organizational and external vantage:
Respond Participate Engage
Answer questions, Proactive blogger outreach, Develop internal/external
acknowledge comments become part of conversations community
Listen
Monitoring; Listening to what is being said and who is saying it
Build the Foundation
Governance, procedures, education, policies
9

11. Achieve Consensus
• Senior management champion
sponsorship through CMO
• C Suite “digital immersion” then
C-Suite digital immersion
customized for the entire organization

12. Create Coalitions
CAG Enterprise
Customers,
Social Media
ConAgra Consumers,
Social Media Activation Team
Task Force Blogforce Influencers,
‘Providing Direction, ‘Coordinating
‘The Voices of our Brands Media,
Guidance and Support
Support’ & Employees
and our Enterprise’
Orchestrating’
Agency Partners

13. STEPS FOR ACTIVATION
ACTIVATION

14. When Should a Brand use Social Media?
A ROADMAP FOR PLANNING
DEFINE: What are your communications objects? Business
object es
objectives? Does social media make se se
oes soc a ed a a e sense?
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 online
engagement.
LAUNCH: Implement program, making sure to measure before
you begin and as you go.
EVALUATE: Did the effort perform as expected? Did we reach our
goals? What would we do differently? 13

15. Brand Discovery Tools
AUDIENCE PROFILE CONVERSATION AUDIT
The audience profile showcases how a The conversation audit focuses on what is
particular demographic interacts and being said about the brand online through
behaves online. Sample outcomes include: influencers, sentiment, media breakdown, etc.
Sample outcomes include:
Media C
M di Consumption H bit
ti Habits Brand P
B d Personality
lit
How He / She Participates Online Industry Insights
Where H / Sh G
Wh He She Goes Online
O li Topic B kd
T i Breakdown
A Day in the Life Media Type Breakdown
Is He Sh T lki Ab t Y
I H / She Talking About Your B
Brand
d Brand S ti
B d Sentiment / S
t Samples
l
Online?
Key Influencers
Consumer Trends
14

16. CASE STUDY
ACTIVATION

17. 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
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 g
g y g g g , p g great taste of
the 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:
brand.
1.
1 All bloggers were open to hearing more from the brand
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
fitness weight management and professional bloggers. Healthy
bloggers
Choice could have a big impact within this space.

18. 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
Twitter page
Established Sponsored
Healthy Choice
y Blog Posts
Facebook page
Used the new
Began listening Healthy Choice as a
platform to begin Hosted
to bl
t blogger Twitter Party
conversations meaningful
conversations
Became a fixture
in the social Attended two blog
media space conferences
Established strongg
blogger relationships

19. Healthy Choice Social Media Results
The program achieved:
•Twitter account: more than 1,400
followers & growing
•Increased Facebook fans
I dF b kf
•Secured more than 90 blog posts
•Encouraged trial by providing samples
and participated in one-on-one meetings
with bloggers at BlogHer Food and
BlogWorld & New Media Expo to listen,
learn and advance in building a group of
brand ambassadors

20. 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 attended the E
@Healthy_Choice d d h Emmy
Awards, delivering celebrity news and
show updates to consumers via Twitter &
Facebook
– Sampling & 1:1 blogger briefings - Blog
World New Media & BlogHer Food
19

21. Evaluation of Results
First, 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.”
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 p
y g g product line
that 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.”
20

22. KEYS TO SUCCESS
ACTIVATION

23. Keys to Success
• Set Clear Goals & Determine Approach to
Succeed
• Create Enterprise-Wide Endorsement &
p
Resources
• Determine Roadmap for Execution
• Commit!
22

24. 23

25. Creating d Embracing
C ti and E b i a
Social Media Culture
24

26. Lan r a o t po n
e r moe b u u cmig
a d at lg l:
n p sBo Wel s
ht:g se a. m/lg l
t / ap d lo Bo Wel
p/ c
or
l e g se a. m
i @ ap d lo
v c