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Pillsbury Monthly LT Check In
July 2012
Agenda
• Goal: Group discussion on first 60 days
• Share Progress On Many Fronts– Operationalization of Future of Marketing– Modern Campaign Ecosystem
• Campaigns• Always-On• Real Time Learning• Culture Evolution
– Candid Discussion Working & Still Optimizing
• Align on Optimization Game Plan
• Baking Future of Marketing Roadmap
RUN BUSINESSES
BUILD BRANDS
LEAD TEAMS
Build the Most Advantaged, Effective & Agile Marketing Organization
Future of Marketing Journey
Division Launches:
F13
MarketingTalent
Management:
F13
Long Term Accelerators:
F14 + Beyond
– Continued Culture Evolution• Great Manager • Objectives & Rewards
– Future State Planning• Process• Frameworks• Flexible Budgets
– Capabilities Evolution• RT Data & Insights• RT Content & Media• RT Incentives• Virtual Team Communication
– Accelerating Mindset Shift & Behavior Change• Training• Reduction to Practice
Support
– Resources to Expedite Change
• Digital & Social Team• Program Tailor
– Foundation• AMM Job Content
Optimization• Marketing Competencies
– Integration• Attract• Develop• Deploy • Assess
Pillsbury Overview: First 60 Days
• Strong start & division ownership• Maintained support / reduced to practice through Refuel• Accelerate momentum through behavior change
Kicked Off: May 1st
Project Refuel: Late May
PB/BakingMid July
1. Operationalize FOM
• Crafted the Modern Brand Vision & Strategy
• Created roles & responsibilities for Digital Team
• On-boarded Digital Team
• Reduced Agency Fees to Enable FOM Support
• Developed the Division Training for FOM
• Completed Construction of Digital Room
• Set Up Communication Plan
Develop the Modern Brand Vision & Strategy & Enable It through a New Digital Team
Cultural Evolution
Pillsbury Modern Brand Progress
Digital & Social Team Ecosystem
Platform Manager Tricia Schillinger & Team
Digital LeadChris Carpenter
Community Specialist
Jessica Wangsness
Digital SpecialistEleana Johnson
Core Division Team
Agency Team
Existing iMkt/GCOM Team
Digital Mkt
Relationship MktAgency
Saatchi / McCannAccount, Creative, Media
Production
Digital ProducerMuffie Taggett / WPP
Data
Digital DataMatt Wilson / Andrew Janis
Digital & Social Division Team:We are Enablers
• Thought Leadership– Close Brand Team Partnership Expedites Change– Division Digital Fluency– Solidifies Behavior Change
• Modern Brand Ecosystem– Bring the AO + Campaign Worlds Together– Enables Arrows & Iterative Learning– Enables Brand Teams to Orchestrate
• Executional Support – Social Community Management– Tighter Digital Integration– Enables Agile Brand Teams
2. Modern Campaigns
Deliver Fully Integrated & Impactful Digital / Social Campaigns
• Stronger Central Leadership of Digital Ecosystem
• Create more holistic approach to campaign development
• Pilot new Digital & Social Campaign Process
• Deliver stronger campaign execution
Modern Campaign Pilot
Artisan Pizza Crust Launch: Pilot Campaign
Key Process Improvements:• Unified briefing and creative presentations• Single POC for both partners and marketing team• Cross-team collaboration around ideas vs. touch points• Test/Learn/Measurement plans
Now Utilizing Pilot Learnings!
+ 5 More Campaigns Launching or in Development
1. Crescents/Biscuits: Weekday Meals aperture support2. Sweet Rolls/Cookies: Anytime Moments aperture support3. Toaster Strudel: Summer and BTS programs4. FTO Biscuits: Honey Butter launch5. Totino’s Party Pizza: Mom Up, America!
Digital Modern Campaign RACI
Digital Campaign Development Process/RACI - WIP
Divi
sion
Pre
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nt
BUD
Mar
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Nav
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Cons
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Insi
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IMC
Bran
d De
sign
Div.
Dig
ital M
ktg.
Tea
m
Digi
tal D
ata/
Anal
ytics
Rela
tions
hip
Mar
ketin
g
Digi
tal P
rodu
ction
Mul
ticul
tura
l Age
ncy
Digi
tal A
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Soci
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Age
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Med
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Lega
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HN
Sale
s
DIGITAL CREATIVE & MEDIA DEVELOPMENT1 Align on Digital Strategy Worksheet A C C R C C C C C
2 Brief Digital Creative & Media TeamsDevelop Digital Creative and Media Together
A I C C RL C I R
3 Cross-Team Collaboration on Creative Concept & Media Plan Development C A R C RL R R3.1 Consult with Creative Team on Ideas and Creative Approaches C A C C R C C4 Present Orchestrated Round 1 Plan to Brand Team (creative and media plans) A I C RL I R C R R R
4.1 Integrate Digital Components into Broader Activation Plan Presentation (if applicable) A RL R C C
5 Cross-Team Collaboration on Final Creative Concept & Media Plan Development C A R C RL R R5.1 Consult with Creative Team on Idea and Creative Refinement C A C C R C C
6 Final Orchestrated Plan (Creative Storyboards and Media Flows) to Brand TeamCheckpoint: Storyboards; Last Step Before Production Begins
A I C RL C R C R R R
6.1 Integrate Digital Components into Broader Activation Plan Presentation (if applicable) A RL R C C
7 Evaluate Needs and Select Production Partner (excludes website work) C I A C R C C8 Develop Production Plan and Schedule C I A C R C C9 Manage Production Resources and Process I I A RL R10 Tag, Traffic and QA assets for launch I I I C R C A R R11 Review in-market performance and make optimization recommendation A C C C R C I C RL
12 Iterate to Optimize PlanOptimize Media, Creative, Creative Rotations, Etc.
A C R C C C C C RL
13 Final Campaign Report to Brand Team A C RL R C I R C R
PAID DIGITAL CAMPAIGN DEVELOPMENT PROCESS & RACIIncludes:Basic paid media campaigns with no additonal activationDigital components of broader campaign activation plans led by IMC or agency
Assessment of Campaign Progress
• Internal leadership of processes
• Collaboration across agencies & internal team
• Translation of brand purpose, campaign and key strategies to creative
• Digital & Social Team Capacity
• Process/RACI Documentation
Going Well
Still Optimizin
g
3. Always On
Lead & Enable Best in Class Always On Vision, Strategy & Execution
• Dimensionalize Brand Purpose
• Create Always-On Strategic Framework
• Utilize Pursuits to Develop a Content Plan & Editorial Behaviors
• Leverage for Listening & Iterative Learning
• Use Always On to Strengthen Future Campaigns
Always On: Great Foundation!
Brand DNA:Ease. Versatility. Inspiration. Empowerment. Celebration.
Pursuit 5:Celebrations: New & Old
Pursuit 3:Celebrating makers
Pursuit 4: Making & taking moments
Purpose:We inspire and empower the maker in all of us
Pursuit 1:Ideas made easy
Pursuit 2:Making possibilities
JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY
Ideas Made Easy
Making Possibilities
Celebrating Makers
Farmer’s Market – Grilled Pizza
Make Sale
Text 4 DinnerCooking classes
Mini Make-off Meet the Makers 2Meet the Makers 1
Always On: Where We Are Now
*ILLUSTRATION ONLY*
• All Teams Generating Ideas in Pursuits– Marketing, Agencies, IMC, Relationship Marketing, etc.
• Next Steps: Bringing Small Bets to Life in Pursuits– Create & experiment to complete Always On content– Build on ideas with heat– Develop intuition & pipeline of ideas…
Always On: Internal Voice
Establishing an internal voice for Pillsbury + developing modern
content plans based on pursuits
Always On: Totino’s On Journey!
Totino’s Conducted 6 Week Social Listening Audit
--
+
Usage of Post
Senti
men
t
Insight Engagement
0
Content Category
Buying Intent
Eating
Finished Eating
Sharing Experience
Commercial
2,672,597
59 17,206
1,331,791
609 199,272
334 376,566
480
3,170
Always On: Legal Guardrail UpdateGetting started Guidelines for new-initiative approval Executing content and conversationsCreating content Basic guidelines for what content needs approval and what doesn’t Guidelines for videos Curating content Guidelines for what’s OK/not OK with content curation Risk management Social Media Hotline process and protocol RACI for PBUS social, including risk management Training on the above eLearning Team training Online manual
Assessment of Always-on Progress
• Always On Foundation
• Establishing & aligning on key pursuits
• Transition to internal community management
• Content experimentation
• Continue development of Pillsbury Always On journey
• Groove process of executing small best
• Always On Planning
• Finalize Guardrail Alignment
Going Well
Still Optimizin
g
4. Enable Real-Time Learning
Enable Real-Time Listening & LearningWhile We Market
• Leverage Real-Time Data to Guide Business Decisions• Weekly Dashboard• Business Questions
• Reduce Real-Time Learning to Practice of Mindset Shift• Listen• Incubate Ideas• Iterative Learning
Real-Time Learning: Dashboards
Digital Data & Social Listening Dashboards
Real-Time Learning: Audience
Makers
Food/Recipe Making
Gardening/ Home Improvement
Craft Arts
Dimensionalizing Pillsbury as the Making Company
Real-Time Learning: Core Products
Regional Language Variations Highlighted in Pillsbury Site Search - Artisan Pizza Crust
Real-Time Learning: Food Ideas
Grands Food Idea Investigation
Findings: Casserole has high recipe views + high usage of biscuits in recipe. Recipe Recommendation: Classic Chicken Pot Pie, Sloppy Joe Casserole
Opportunity Identified: While Dessert has the most recipe views by category, there are very few biscuit recipes indicating expansion possibilities
Real-Time Learning: Small Bets
Totino’s Tuesday Topics: Championed their own play time
Assessment of Learning Progress
• Cross-team collaboration
• Commitment to change
• Data & Social Dashboards
• Ad hoc learning support
• Digital & Social Team capacity
• Real Time data capabilities
• Deeper data mining & insights
• Ongoing reporting & dashboards
Going Well
Still Optimizin
g
5. Culture Evolution
Goal: Accelerate Mindset Shift & Solidify Behavior Change
Tailor Prep
Leading in Change
Hyper Island
Modern Campaign Jumpstart
First Fifteen: Listening
Play Dates: Ideas &
Learning
Working Lunches
Iterate to Great:
30/60/90
Training Reduction to Practice
Pillsbury Vision is Motivating
Pre Future of
Marketing
One Year Later Vision
Pillsbury Mindset Shift to Enable Vision
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
The digital revolution is causing a cultural shift with far reaching implications Create marketing for a digital world
Focus on service and usefulness: enrich lives & solve real pain points
Purpose-driven brands add value beyond product benefits
Get out & play: discover ideas everyday through data
Our brands aren't our own...they belong to consumers
In a networked world, people are the new medium
Look at the trajectory of current trends & be open to disrupting yourself
Empower people to work in perpetual beta
‘Ad-provise’: listen first, think big, start small, move fast.
To Go: Solidify Mindset Shift into Long Term Behavior Change
Inspire through modern examples
from various thought leaders
Upcoming Lunches:• 7/19: First 15 & Play
Dates• 7/30: Hyper Island f/u w/
Tim Leake• 8/16: Sharepoint(!)• 8/30: Value Creation
Other Topics• Zeus Jones Purina Case• Digital Cannes Lions• BT-11: Reese’s Always On• Consumer Co-Creation• Digital Experiences• Learning thru Content
Discover what’s happening in the digital world around
our brands each day
Semi-guided ideation sessions to create &
make small bets
Play DatesFirst 15 Working Lunches
Communication Hub
Daily
Online community & blog to share latest news, thinking
& examples
Bi-Weekly
Assessment of Cultural Evolution
• Mindset Shift
• Commitment to Change
• Brand Team Change Leadership
• Digital/Social Team Impact
• Progress to Date Despite Refuel
• Sustained Training Program
• Communication & Support
• Incentives & rewards
Going Well
Still Optimizin
g
Optimization Game Plan
Behavior Change
Communication Clarity & Fluidity
Role Clarity
RACI & Process Documentation
First 15, Play Dates, Working Lunches
BT11 Projects w/ Digital COE
Piloting Communication Hub
Full Team Role Evolution & Clarity
Documentation for Always On, Campaigns & Learning
Real-Time Learning Optimizing Data Capabilities
Baking Key Dates
Kick-OffDivision Kick-Off 7/18
Training SeriesTailor Implementation Preparation 7/23Leading in Change Training 7/25Hyper Island 2-Day Session 8/1-8/2Mini Hyper Island for Extended Team 8/3Modern Campaign Jumpstart 8/6All Agency Session August
(TBD)
Reduction to Practice SupportBrand Building LT Check-Ins Aug-
DecTailor Iterate to Great Sessions 30/60/90 DaysMod Campaign Iterate to Great Sessions 30/60/90 DaysWorking Lunches 2X Per Month