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BlogWell San Francisco Social Media Case Study: General Mills, presented by

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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit http://gaspedal.com/blogwell

In the BlogWell San Francisco case study presentation, "Yoplait Kids Connects with Moms Online," Manager, Brand Public Relations David Witt describes how General Mills combined good food choices for kids with a talkable product and a compelling reason to try it and ended up connecting with influential young moms online.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

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BlogWell San Francisco Social Media Case Study: General Mills, presented by

  1. 1. How Big Companies Use Social Media San Francisco | June 23, 2009 David Witt General Mills “Yoplait Kids Connects with Moms Online”
  2. 2. Yoplait Kids Connects with Moms Online David Witt General Mills Brand PR David.Witt@genmills.com 1
  3. 3. Yoplait Kids Connects with Moms Online Goals •  Awareness (WOM) •  Product trial •  Brand advocacy Audience: Moms with children 0-4 2
  4. 4. Yoplait Kids Connects with Moms Online Background •  Gravitational pull online toward niche - people congregate around similar interests/affinities •  Peer Recommendations •  More than half of women consider blogs a reliable source of advice and an influence on their purchase decisions* •  Increased coupon usage –  Nearly four out of every 10 shoppers, or 40 million consumers, would be likely to use coupons obtained online** *BlogHer | Compass Partners 2008 Social Media Benchmark Study: Blogging mainstream, "Reliable" for fun, advice and information ** Platform-A's Business Intelligence organization, in partnership with Information Resources, Inc. 3
  5. 5. Yoplait Kids Connects with Moms Online Program Tactics •  Created a free online coupon offer •  Identified and built relationships with bloggers (mom, coupon, review) that would find this information relevant •  Provided product information, samples, coupons and prize packs •  Partnered with influential sites and networks where moms were already visiting and trusted for information •  Supplemented program with traditional PR outreach (print/ broadcast) which also provided link to coupon and website 4
  6. 6. Reaching the Digital Mom Blog Outreach Twitter Mentions Dedicated Emails Podcasts Coupon Forums Online Newsletters Print Outreach Blog Contests 5
  7. 7. Yoplait Kids Connects with Moms Online Print Results “Yoplait Kids…now has 16mgs. Of Omega 3 per serving. You can request a coupon for a free six pack worth $2.79 at “These new 4 oz cups have www.yoplaitkids.com” 25% less sugar than the leading kid’s yogurt and no artificial sweeteners. Try it free by requesting a coupon at www.yoplaitkids.com” “Yoplait is ramping “Yoplait Kids is up the healthy offering free quotient for Yoplait coupons for their Kids…and …offering delicious treats!” parents a free six pack” 6
  8. 8. Yoplait Kids Connects with Moms Online “First off, I want to tell you that by Blog Results going to www.yoplaitkids.com Yoplait Kids has definitely become you can score a coupon good for a personal favorite in my "bag of a free package of Yoplait Kids tricks" to please my kids!! Yoplait yogurt. Yoplait Kids yogurt is a is offering a FREE sample coupon delicious and very healthy snack at their website so you can also get in sizes and flavors perfect for a chance to sample it for yourself! your toddler. ” Here's a great freebie for you! Get a coupon for a free 6 pack of Yoplait Kids Yogurt…Yoplait is a favorite around here The drinkable yogurt was the favorite! It’s and I love getting a healthy snack filled with calcium. Right something free that now you can visit the Yoplait Kids we'll actually USE! website and receive a coupon for a free package of Yoplait yogurt. Yes, it’s absolutely FREE. 7
  9. 9. Yoplait Kids Connects with Moms Online Results •  Coupons: Nearly 300k free/high value coupons •  Redemption: Exceptional •  Placements: 5,800+ placement (800+ on blogs) •  Impressions: Nearly 100 million •  Sales: Lift in sales 8
  10. 10. Yoplait Kids Connects with Moms Online Key Learnings •  It’s about the consumers – their opinions, their interests and what is relevant to them. •  Gravitational pull to niche •  Provide audiences with information/products/services useful and relevant to them •  Provide content in a format and in a location that they find useful and familiar •  Integrate social media efforts with traditional PR for synergistic support •  To have remarkable results, product must be remarkable 9
  11. 11. Yoplait Kids Connects with Moms Online Questions? David Witt General Mills Brand PR David.Witt@genmills.com 10
  12. 12. How Big Companies Use Social Media Learn more about upcoming and past BlogWells: http://gaspedal.com/blogwell or live@gaspedal.com