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The Social Media Lab is an innovative program involving more than 34 P&G brands and over 70 social media experts and agencies.  The Lab is designed to actively explore and gain insights on how to build relationships with P&G’s consumers in the age of social media.
It is about your business your product and your customers How, when and where they are receptive to you [and it better work, be easy to understand and add value to my life]
The rules of the game we know are not going to really work - we need to learn actively.
Innovation/Learning is messy - it’s not prescriptive – that learning is the key
The whole picture has changed not merely changing the light bulb.
Underlying issues: Behavioral Shift Different Rules of engagement Code of Conduct
Bottomline - We need to have an experimentation and Innovation mindset
Setting the tone from the beginning when striving for innovation
This is very new stuff Social Web is in it’s infancy. We thought Web 1.0 was only brochure-wear till we discovered e-commerce. Same hold true for the social web - it’s impact is far and deep and requires building of bridges across industries. The is more than marketing - it is tearing down organizational and industry silos. This “conversation” touches deep into your company and up into the boardroom
Overview of the P&G Social Media Lab
Procter & Gamble’s
Social Media Lab
collaborate, learn, deploy
CM Summit 2008, SF
Strategic Advisor, P&G Social Media &
What is it about?
‣ Developing new brand
‣ Accelerate learning
‣ Broad, focused active
The Forces at Work
Live Web - 24/7
Global reach & effects
Transparency & authenticity
Democratization of tools
Velocity of information
What makes a good
‣ Addresses Critical Issue
‣ Starts from clear Hypotheses
‣ Doable, measurable
‣ Wide Applicability
‣ Leads to Action
Social Media Lab Guiding Principles
‣ Social Media is NOT about technology or traditional
advertising, it is about facilitating interactions between
‣ The “love you give is equal to the love you get” – in other
words – the more you put into the Lab the more you will get
out of it.
The Social Media Lab Pledge
Our promise to you Your promise to us
‣ We pledge to create a culture that ‣ You pledge to join the Lab without any
encourages original thinking, inventive preconceived notions on speciﬁc brands or
problem solving and transparent customers
‣ You promise to engage openly and
‣ We will put the customer front and center enthusiastically on the opportunities and
of all of our decisions potential of social media to facilitate
interactions between people
‣ We will use social media tools in inventive
ways to facilitate learning amongst ‣ We have chosen innovation partners for
members of the Lab their creativity and character, therefore you
pledge to share your knowledge and
‣ We will work to proactively address any
insight amongst members of the Lab
potential conﬂicts or miscommunication.
‣ We will facilitate interaction between
partners and brands
‣ No idea is too “out there” if it supports the
business and customers needs
Pause for a reality check and a
[on behalf of myself and the P&G
SML Lab Team]
Social Media Lab