General Mills Taps Social Media Solution
General Mills implements a Spredfast solution to manage its content publishing and consumer engagement across Facebook, Twitter, YouTube, Google+ and LinkedIn.
"In the past year, we've made major steps to do two things," says Aaron Miller, social media and marketing specialist for General Mills. "One is to set in place brand foundations that enable success in social media. We've established that each brand needs a purpose—reasons for being that go beyond selling Cheerios. For example, the purpose for Betty Crocker is 'help make home.' It's not just about the product, but how to create rich content. The second big effort has been hiring people specifically with social and digital skill sets."
According to the article from Adweek, the company has been ramping up its social media efforts for 37 brands including Pillsbury, Betty Crocker and Cheerios. Miller has brought in 15 staffers in the last 16 months, hiring from public relations agencies and other companies. His community managers help orchestrate social CRM, coupons and other offers via Facebook and Twitter as well as paid ads that promote content from the social communities. Some of General Mills' brands have followings that exceed one million, while the company is also getting its footing on emerging platforms like Instagram and Tumblr.
"Our goal is to be in front of consumers with content that they like to see in their feed—stuff they want to amplify to their communities," Miller adds.
General Mills joins other Spredfast clients including Pepsi, Bayer and Weight Watchers. The solution offers social media tools dealing with analytics, community management and ad buying.
To read this article in its entirety, click here.
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"In the past year, we've made major steps to do two things," says Aaron Miller, social media and marketing specialist for General Mills. "One is to set in place brand foundations that enable success in social media. We've established that each brand needs a purpose—reasons for being that go beyond selling Cheerios. For example, the purpose for Betty Crocker is 'help make home.' It's not just about the product, but how to create rich content. The second big effort has been hiring people specifically with social and digital skill sets."
According to the article from Adweek, the company has been ramping up its social media efforts for 37 brands including Pillsbury, Betty Crocker and Cheerios. Miller has brought in 15 staffers in the last 16 months, hiring from public relations agencies and other companies. His community managers help orchestrate social CRM, coupons and other offers via Facebook and Twitter as well as paid ads that promote content from the social communities. Some of General Mills' brands have followings that exceed one million, while the company is also getting its footing on emerging platforms like Instagram and Tumblr.
"Our goal is to be in front of consumers with content that they like to see in their feed—stuff they want to amplify to their communities," Miller adds.
General Mills joins other Spredfast clients including Pepsi, Bayer and Weight Watchers. The solution offers social media tools dealing with analytics, community management and ad buying.
To read this article in its entirety, click here.
Related Articles:
Open Innovation Brings Flavor to Green Giant
14 New Products Achieve Breakthrough Status
General Mills Masters Channel-Exclusive Innovation