1:33 — Phil Nieman introduces Stephanie Moritz, Director, Public Relations for ConAgra Foods.
1:34 — Stephanie: Social media is everywhere, and changing the way we do business. ConAgra views this as a strategic opportunity.
1:35 — Stephanie is presenting statistics about how social media is now mainstream.
1:36 — Stephanie asks when do you activate your brands?
1:37 — It’s all about a targeted, manageable approach. It’s about engagement and conversations. Does it make sense for your brand? Does it make sense for your consumer?
1:38 – How do you get champions involved internally? What will it take internally? Enterprise wide activation and find the right approach for engagement.
1:39 — ConAgra Foods makes brands that you can count on: Hunt’s, PAM, Healthy Choice — 90% of consumers have one ConAgra brand.
1:40 — Stephanie: Social media is not a one size fits all.
1:40 — How can social media amplify PR efforts? ConAgra identified the right approach by amplifying the marketing spent and creating a master plan.
1:41 – Stephanie: Business objectives recognized the opportunities for social media in HR, legal, career development, and marketing. An enterprise solution — aligned with ConAgra’s business strategies.
1:45 — ConAgra identified 5 items to determine ConAgra’s approach:
- Respond – answer questions, acknowledge comments
- Participate – proactive blogger outreach, become a part of conversations
- Engage – develop internal/external community
- Listen – monitor what is being said and who is saying it
- Build the foundation – governance, procedures, education
1:46 – Stephanie: We took the time to education senior management with “digital immersion,” then customized what it would take and what it means for a social media program.
1:47 — Stephanie found power in making an enterprise wide solution. ConAgra conducted a company wide audit to see who was interested and engaged in social media and then created a task force throughout the organization. With the task force, they were able to build support and create full engagement of the key audiences.
1:49 — What makes sense for your company? Stephanie says not to go after the “shiny object,” but to find what is right for your brand.
1:49 — The Healthy Choice brand identified key bloggers to openly talk with them what they think of the brand today and asked how they could work together. ConAgra spent a great deal of time deciding what they want to communicate to ensure it was sustainable.
1:51 — ConAgra set benchmarks about what will work and what works for their brand. They are continuing to learn and continuing to grow.
1:52 — ConAgra went to events in order to engage with their customers and get feedback that build lasting relationships.
1:53 — Keys to success:
- Set clear goals and determine the approach to succeed.
- Create enterprise-wide endorsement and resources.
- Determine a road map for execution.
- Commit!
