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TODAY’S EVENT

Social Broadcasting for Business

WAYNE CARLSON | broadheadKEVIN HUNT | General MillsKENDRA KLEMME | UnitedHealthcare

Kevin Hunt

Manager of Corporate Social Media

General Mills@kevin_hunt

Zoom H4nSP

What We’ve Learned

• It’s a lot of work

What We’ve Learned

• It’s a lot of work• Audience growth takes time

What We’ve Learned

• It’s a lot of work• Audience growth takes time• Promotion, promotion, promotion…

Wayne Carlson

Content Director

Broadhead

@wcarlson

The Client

The Challenge

Interrupt the days of farmers during harvest with something unique and interesting.

The Goal

“A Prairie Home Companion,”

meets

“Twin Peaks,”

meets

“Serial.”

The Idea

The Campaign

The Buzz

.com GREATYIELDMYSTERY.COM 10.1.2015THE MOSAIC COMPANY PRESENTS THE GREAT YIELD MYSTERY.

RECORDED ON LOCATION IN EGGERT COUNTY, USA, WITH ACTUAL MICROPHONES.NEW EPISODES EVERY WEEK FOR TEN WEEKS.

©2015 THE MOSAIC COMPANY. ALL RIGHTS RESERVED.

DARRELLFITZGERALD

GERALDFITZGERALD

SHERYLFITZGERALD

UNC LE LEWIS

The Site

The Takeover

The Results

• Exceeded quarterly interaction goal by 379 percent

• 20 percent increase in Facebook likes

• More than 2,000 episode downloads (and counting)

• 432 pieces of media coverage of the campaign

“I've been listening to all the podcast in hopes I can solve and win the great yield mystery. It has been both educational and really fun kudos to you guys for coming up with the idea!”- Brian G., Illinois Farmer

UnitedHealthcare M&R Sales Podcasts

The Challenge

Reach agents in a new way with relevant content that helps them sell UnitedHealthcare.

The Goal

The Plan

Results• Positive feedback from sales leaders and agents• 7K+ listens

Learning• Must continue to refine topics• Promote in multiple ways • Leverage leadership

Results & Learning

Questions?