Post on 08-Feb-2017
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Keeping the social in social media
RAY HANCARTTHE J.M. SMUCKER COMPANY
KEEPING THE SOCIAL IN SOCIAL MEDIA SocialMedia.org 2016 Brands-Only Summit
SUSTAINABILITY PILLARS OUR SCOPE
OUR SCOPE
CONSUMERS CARE OUR CONCERNS
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
CONSUMERS CARE OUR FRAMEWORK
Communicate Engage
Learn Protect
CONSUMERS CARE
COMMUNICATE
CONTENT SCREENS – FINANCIAL RELIEF
CONTENT SCREENS – KNOWLEDGE
CONTENT SCREENS – EMPATHY
CONTENT SCREENS – HUMOR
CONTENT SCREENS – GETTING INPUT
CONTENT SCREENS – SHARED VALUES
CONSUMERS CARE
ENGAGE
BE THERE 24/7
SMM Tool
Daytime Social
Specialists
Off-Hours Moderation
STRENGTHEN OUR INTERNAL NETWORK
Social Media
Culinary
Consumer Care
Corp. Comm.
Brand
Regulatory
Archives
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
CONSUMERS CARE
LEARN
OUR MENTALITY
IDENTIFIED THE OPPS
Product Improvements
Innovation Opportunities
Usage Education
Opportunities
Content Ideas Purchase Drivers & Barriers
Partnership Opportunities
METHODOLOGY
Areas of Focus
Identified
Inbound Tagging
Data Cleaned
Feed Into Respective
Areas
CONSUMERS CARE
PROTECT
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.
SCARY REALITY
OUR MINDSET
DEFENSE TERRITORIES
Ingredient Integrity
Manufacturing Integrity
Product Quality
Concerns
Sourcing Product Size
Changes Marketing
Parameters
CONSUMERS CARE
THE RESULTS?
CONSUMERS CARE
Ray Hancart Social Media Manager The J.M. Smucker Company ray.hancart@jmsmucker.com Twitter: @rhancart
Learn more about past andupcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016