Keeping the social in social media, presented by Ray Hancart
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In his Brands-Only Summit presentation, The J.M. Smucker Company's Ray Hancart shares a case study on their social media framework. He explains their approach for putting and keeping their consumers first.
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Keeping the social in social media, presented by Ray Hancart
- 1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 Keeping the social in social media RAY HANCART THE J.M. SMUCKER COMPANY
- 2. KEEPING THE SOCIAL IN SOCIAL MEDIA SocialMedia.org 2016 Brands-Only Summit
- 4. OUR SCOPE
- 6. 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
- 7. CONSUMERS CARE OUR FRAMEWORK Communicate Engage Learn Protect
- 9. CONTENT SCREENS – FINANCIAL RELIEF
- 10. CONTENT SCREENS – KNOWLEDGE
- 11. CONTENT SCREENS – EMPATHY
- 12. CONTENT SCREENS – HUMOR
- 13. CONTENT SCREENS – GETTING INPUT
- 14. CONTENT SCREENS – SHARED VALUES
- 17. STRENGTHEN OUR INTERNAL NETWORK Social Media Culinary Consumer Care Corp. Comm. Brand Regulatory Archives
- 18. 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
- 20. OUR MENTALITY
- 21. IDENTIFIED THE OPPS Product Improvements Innovation Opportunities Usage Education Opportunities Content Ideas Purchase Drivers & Barriers Partnership Opportunities
- 24. 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.
- 25. SCARY REALITY
- 26. OUR MINDSET
- 29. CONSUMERS CARE
- 30. Ray Hancart Social Media Manager The J.M. Smucker Company ray.hancart@jmsmucker.com Twitter: @rhancart
- 31. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016