blogwell chicago social media case study: procter & gamble, presented by stan joosten
TRANSCRIPT
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
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/
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
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
A Useful Framework
• ListeningLearn from online conversations
• TalkingParticipate in online conversations
• EnergizingCreate Brand ambassadors
• SupportingHelp customers support each other
• EmbracingInvolve customers in Innovation
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