SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 32Chicago, 6-15-2014

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ConAgra Foods Amy MorganSocial listening and engagement for consumer insights

Amy Morgan, ConAgra Foods July 15, 2014

@AmM2studios @ConAgraFoods

SOCIAL LISTENING & ENGAGEMENT FOR CONSUMER

INSIGHTS

“Most people do not listen with the intent to understand;

they listen with the intent to reply.” – Stephen R. Covey

In ONE minute…

277K Tweets

2.4MM+ Pieces of Facebook Content

3.5K Pinterest

Pins 8.3K+ Vine

Videos 26K+ Yelp

Reviews

200K+ Instagram

Photos

Source: DOMO infographic

•  Early issues warning system •  Crowdsourcing of ideas for innovation •  Co-creation of near-term products or ideas •  Quick-turn research •  Feedback on products, services, experiences,

campaigns •  Funnel of insights on trends •  Competitive intel, SOV

Social listening gives us an advantage…

Social Listening

Model

LISTEN

ASK

ENGAGE

Feedback Issues

Questions

Polls Surveys

Conversations Closed panels

Advocacy platforms

Our Approach

Our Brands

4 Million + Fans & followers!

Consumer

Objectives, Tools &

Benchmarks

Listen/ Ask/ Engage

Our Brand Process

1.  Social listening to identify pain points & opportunities 2.  A/B Testing of packaging and flavors 3.  Surveys to understand consumer behaviors & affinity 4.  Crowdsourcing via new technologies & platforms 5.  Gamification via shopping apps

Our Activations

A Wrong Move Eats into Sales

Stopped offering Chef Boyardee with Easy-Off Lids

Loyal Consumers Unhappy with Change

Fans help us right our wrong

•  Decided to bring Pop Tops back •  Needed to grab consumer attention at shelf •  Vetted 2 labels with Facebook fans via social surveys

VS

IMPACT: •  Received 400 responses in 5 hours •  Strong preference toward ‘ring’ – version made it to shelf

Brand publicly apologizes Fans can’t keep a lid on their enthusiasm

Pop Tops Returns

Impending bacon shortage

Bring on the bacon!

Bacon idea sizzles

•  Leveraged buzz around shortage to soft-sound product idea

•  Polled fans on preference for a bacon-flavored jerky … and other breakfast meats

•  Results supported our research on snacking need states

Meat lovers rejoice Bacon Jerky launches

Slim Jim brings the bacon

How Do You Like Your Chocolate?

•  Launching new Greek Frozen Yogurt flavor

•  Use Facebook to vet flavor name via ads and wall post

IMPACT: •  Generated more than 2k clicks to ads

for less than $3k •  Ad CTRs were comparable but

consumer comments provide insight on Dark Fudge Swirl name

Whipping up new ideas

Solicit product & usage ideas vs. Betterific crowdsourcing platform

Wouldn’t it be better if… IMPACT: •  Generated hundreds of ideas around

product flavor, usage occasions •  Input into product innovation •  Campaigns continue – full results

forthcoming

Do you like us? Survey says!

Tap into social platforms to determine what drives brand affinity

IMPACT: •  Cost-effective way to generate

hundreds of consumer responses for nominal spend

•  Use information directionally - first step for planning and innovation work

What motivates you? Survey says!

Glean more targeted consumer feedback via ‘offline’ survey with screener

IMPACT: •  Cost-effective way to generate hundreds

of targeted consumer responses for nominal spend

•  Use intel to drive brand decisions

People were pairing Ro*Tel with chicken wings

What’s cooking?

•  Polled community to determine interest in recipe

•  Verdict: Our fans were interested

IMPACT:

•  Developed, teased & unveiled to social embassies for Super Bowl

•  The recipe announcement outperformed recipe posts

o Drove likes o Drove visits to the recipe page on ro-tel.com o Provided new usage idea to drive buy rate

An Asian soup recipe with pork, ramen

noodles, vegetables, soy sauce and ginger for an easy main dish

Pins 171 Likes 16

Spicy Chicken Curry made with chicken

thighs, zesty tomatoes, curry powder, ginger,

coconut milk Pins 20 Likes 4

Which recipes hit the mark?

How are consumers responding to our THOUSANDS of recipes?

IMPACT:

•  Pins & likes are good indicator of consumer sentiment

•  Helps determine ideal seasonality & identify influencers with brand affinity

•  One input to drive additional recipe development or make in-market optimizations

Tasty Trend: Seattle is buzzing about Asian flavors from Beijing to Singapore

in 2014! What is your favorite Asian cuisine?

New monthly fan spotlight: Hunt’s <3 Our very first pick is from Kelly at

Wildflour's Cottage Kitchen. Give her Classic Italian Spaghetti Sauce recipe a

try and let us know what you think!

What trends appeal to our consumers?

What food trends are most appealing to our consumers?

IMPACT:

•  Use this intel as one input to drive additional recipe and product development

•  Make in-market optimizations

Trend spotting

Money talks…

Generate direct consumer feedback via mobile shopping app like Ibotta

•  Consumers unlock rebates and earn cash, not points or coupons, via gamification

… and reveals

FLAVOR PREFERENCE

PURCHASE HABITS

TARGET USAGE

USAGE HABITS

What do we do with this info?

1. Integrate with other consumer feedback to identify common themes

•  Digital data – Ratings & Reviews, search •  Consumer Affairs data •  Consumer Insights research

2. Work in tandem with our Marketing, Consumer Insights, Brand & RQI teams to make business and marketing decisions based on this consumer feedback •  Day-to-day (what recipes to feature) •  Longer-term (product development, reformulation and innovation

opportunities)

•  Amy Morgan, ConAgra Foods •  July 15, 2014 •  @AmM2studios

Questions?

Amy.Morgan@conagrafoods.com

@AmM2studios

Learn more about past and upcoming Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 32Chicago, 6-15-2014

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORG

ME

M

BER M EETIN

G 3

2

CHICAGO