1. Activating connected innovation via Social media Chicago Section IFT Presentation February 8, 2010 Donald Smith, General Mills R&D Twitter: @djsmith4

3. "We are working around the clock to restore Eggo store inventories to normal levels as quickly as possible," Kellogg's spokeswoman Kris Charles wrote in an e-mail to ABC News. "In the meantime, we're allocating available product to customers based on historical percentage of business. We estimate that store freezer inventory shortfalls will continue on Eggo products through the first half of 2010."

4. Overview What is Social Media? Social Media Framework – Groundswell Engaging consumers via Social Media Activating Connected Innovation via Social Media 2-step Jump Start

5. What is Social Media? http://www.youtube.com/watch?v=6ILQrUrEWe8

6. Elements of Social Media Who I am What I’m doing Who I know Powerful search

7. Social media is a new communication model

8. Social Elementsin action Networking Conversations Faster Learning Holistic view

11. It’s where your consumers are 11 4 out of 5 U.S. adults use social technology Forrester, Social Technographics, survey 2009 2/3 of the global internet population visit social networks Nielsen, Global Faces and Networked Places, 2009 Time spent on social networks is growing at 3x the overall internet rate, accounting for 10% of all internet time Nielsen, Global Faces and Networked Places, 2009 Visiting social sites is now the 4th most popular online activity, ahead of personal email Nielsen, Global Faces and Networked Places, 2009

12. Business Context: Consumers are online speaking their minds and influencing others. Online is where our consumers are. Expressing what is on their minds. Influencing the messagingaround our products. 12

13. Social media frameworkgroundswell

14. 14

15. 15 A Simple Four-Step Approach People Assess your people’s social technology abilities Objectives Decide what you want to accomplish Strategy Plan for how relationship with customers will change Technology Decide what social technologies to use

16. Groundswell Strategies Talking – Using social media to talk about subjects that matter to the brand or deliver the brand message Listening – Using social media to monitor consumer discussions; Get closer to your consumers Energizing – Activating the community to take action: share, talk, review, etc. Support – Using social media to support and service consumers; Help them accomplish goals or solve problems Embracing – Actively collaborating with consumers using social media 16

17. 17 A Social Brand in Action

19. Supplements master brand

20. Promotes community on a more personal level18

21. Whole Foods example: Listening Prominent positioning of social media destinations to talk directly to the brand 19

22. Whole Foods example: Listening in action Using social media to monitor social discussions Gain consumer insights Gather new ideas Get alerts faster than traditional channels Identify trending needs as they are happening 20

23. Whole Foods example: Energizing Multiple promotions on customer-focused topics (“Your Health: Boost your Omega 3’s”) that coordinate to sales on foods high in Omega 3’s. Whole Foods’ blog Facebook 0 Home page promo 21

26. Engaging consumers via Social Media

28. New Products Networks drive awareness.

33. Research - Consumer Networks "We have a mandate at General Mills to move as much of our qualitative research online as possible in the coming months and years.”

34. Implication: Listening enables us to assess and respond to adverse situations quickly and effectively. Finding 1: Large, but brief, spike in online buzz on day of recall. Talk predominantly negative. Recall updates generate lesser spikes in talk. Recall talk – lawsuits filed, retailers pulling product off shelf, FDA stumped about source. FDA announces that E. coli found in cookie dough does not match strain linked to 30-state outbreak. Nestlé cookie dough sample tests positive for E. coli. Number of Posts Recall date Government announces new safety standards to reduce salmonella and E. coli outbreaks. Net Sentiment 32

35. 33 No recall-related themes surfaced for Pillsbury.The four most popular topics remained consistent overtime. Pillsbury Themes Nestlé Toll House Themes Recipes E Coli Doughboy Coupons Food Illness Cookie dough Contest Giveaways

36. Activating Connected Innovation via Social Media

37. The Case for Connections MIT research shows that… “40% of creative teams productivity is directly explained by the amount of communication they have with others to discover, gather, and internalize information.” “Employees with the most extensive digital networks are 7% more productive than their colleagues.” “Employees with the most cohesive face-to-face networks are 30% more productive.” Pentland, A. 2009. How Social Networks Network Best. Harvard Business Review, Feb, p 37. Aral, Brynjolfsson & Van Alstyne. 2007. Productivity Effects of Information Diffusion in Networks.

39. Communication

41. Connections

44. 2-step Jump Start

45. 2 step jump start Digitize your profile and connections LinkedIn, Twitter, Facebook Listen to your brand buzz Search.twitter.com #hash tags Facebook pages

49. Thanks to CSIFT! Connect with me: Twitter: @djsmith4 LinkedIn: http://www.linkedin.com/in/donaldjsmithmpls Email: donald.smith@generalmills.com Credits: Video - Did You Know Series