In her SocialMedia.org Member Meeting case study presentation, ConAgra Foods' PR/Social Media Manager, Amy Morgan, explains how they are tapping social media and influencers for consumer insights. Amy goes into detail about specific examples from Chef Boyardee, Slim Jim, Reddi-Whip, and their Healthy Choice brands.

1. SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meetings
SOC
IALMEDIA.
ORG
MEM
B
ER MEETIN
G
32
CHICA
GO
ConAgra Foods
Amy Morgan
Social listening and engagement for
consumer insights

2. Amy Morgan, ConAgra Foods
July 15, 2014
@AmM2studios
@ConAgraFoods
SOCIAL LISTENING &
ENGAGEMENT FOR CONSUMER
INSIGHTS

3. “Most people do not listen with the
intent to understand;
they listen with the intent to reply.” –
Stephen R. Covey

4. 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

5. • 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…

6. Social
Listening
Model
LISTEN
ASK
ENGAGE
Feedback
Issues
Questions
Polls
Surveys
Conversations
Closed panels
Advocacy platforms
Our Approach

7. Our Brands
4 Million +
Fans & followers!

8. Consumer
Objectives,
Tools &
Benchmarks
Listen/ Ask/
Engage
Our Brand Process

9. 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

10. A Wrong Move Eats into Sales
Stopped offering Chef
Boyardee with Easy-Off Lids
Loyal Consumers
Unhappy with Change

11. 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

12. Brand publicly apologizes Fans can’t keep a lid on their enthusiasm
Pop Tops Returns

13. 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

14. Meat lovers rejoiceBacon Jerky launches
Slim Jim brings the bacon

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. Money talks…
Generate direct consumer feedback via
mobile shopping app like Ibotta
• Consumers unlock rebates and earn
cash, not points or coupons, via
gamification

23. … and reveals
FLAVOR
PREFERENCE
PURCHASE
HABITS
TARGET
USAGE
USAGE
HABITS

24. 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)

26. • Amy Morgan, ConAgra Foods
• July 15, 2014
• @AmM2studios
Questions?
Amy.Morgan@conagrafoods.com
@AmM2studios

27. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meetings
SOC
IALMEDIA.
ORG
MEM
B
ER MEETIN
G
32
CHICA
GO