Social Media Link Roundup: Unilever, Kraft, P&G and Obama

26 01 2009

Monday links to explore:
Babs Rangaiah of Unilever: Video From Monaco Media Forum Video

Marketers Should Be In Charge Of Social Media
Today’s Ad Age asks “Who in corporate America owns the consumer relationship, the customer experience, word-of-mouth or social media? The answer appears to be nobody.”

A BlogHer Mommy Blogger’s Visit to P&G

2009 Web Predictions
Lots here about Twitter, Facebook, Google, Yahoo

Brand Obama, Social Media and Lessons Learned
Good article from Jason Heller

If Dilbert Worked In Advertising
Funny because it’s true.

Kraft Apple iPhone App: iFood, the Video
Useful 3 minute video overview of the Kraft app here. By the way, Kraft iFood also works on the iPod Touch.

Kraft Apple iPhone App: iFood (Screenshots)
And good screen shots here.

Can Social Media Scale For CPG After All?

9 01 2009

Ripple6 has a very good 11-part series of blog posts about social media and communities including video with Susan Ross of P&G.

It’s clear that both Susan and P&G have a strong understanding of this subject. I’m impressed.

modomatic1I’m intrigued by the Ripple 6 notion of “cloud communities”. Think of it as an RSS feed (aka syndicated content) to multiple communities all at the same time. What’s neat is that you can also select which communities get a piece of information — if a marketer exercises intelligent restraint, this enables them to participate in each community effectively.

It’s the most promising approach I’ve seen yet for getting social media efforts for CPG companies to scale effectively.

The series starts here. The page with P&G’s approach to Social Media starts here.

I’d love to hear comments from anybody who has worked with Ripple6. Anybody?

Photo Credit: Modomatic. Thanks to Creative Commons!

Fried Chicken, Pizza and Dumbbells

7 01 2009

A lot of marketers are talking about authenticity. And some are even getting pretty skilled at faking it.

Still, occasionally I see things that are so surprising I can hardly believe my eyes.

Yum Brands restaurants–Pizza Hut, Taco Bell, Long John Silver’s and A&W–are offering consumers a free month-long trial membership for the online eFIT4Me tool. Created by fitness experts, it offers customized exercise programs, identifies eating patterns, and recommends nutritional habits.


Seriously? If this tool has any value, the very first advice it would offer is “stay away from KFC, Pizza Hut, Taco Bell and every other fat-laden, artery-clogging fast-food restaurant on the planet”.

I get that Yum Brands is trying to walk the walk of getting healthier. And I get that their corporate messaging is stressing that each of its restaurant chains offers “lower-calorie, better for you” menu options.

But still… isn’t there something startlingly disingenuous about putting a dumbell in a consumer’s hands for a month and helping them stuff their bellies with fried chicken and fish, pizza, burritos and french fries all year long?

If we’re going to be rigorously authentic, they should offer a free balloon angioplasty as a promotion instead.

If you worked for Yum Brands, would you have the nerve to suggest that?