BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit http://gaspedal.com/blogwell In the BlogWell San Francisco case study presentation, "Yoplait Kids Connects with Moms Online," Manager, Brand Public Relations David Witt describes how General Mills combined good food choices for kids with a talkable product and a compelling reason to try it and ended up connecting with influential young moms online. Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

1. How Big Companies Use Social Media
San Francisco | June 23, 2009
David Witt
General Mills
“Yoplait Kids Connects with Moms Online”

2. Yoplait Kids Connects with Moms Online
David Witt
General Mills Brand PR
David.Witt@genmills.com
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3. Yoplait Kids Connects with Moms Online
Goals
• Awareness (WOM)
• Product trial
• Brand advocacy
Audience: Moms with children 0-4
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4. Yoplait Kids Connects with Moms Online
Background
• Gravitational pull online toward niche - people congregate
around similar interests/affinities
• Peer Recommendations
• More than half of women consider blogs a reliable source
of advice and an influence on their purchase decisions*
• Increased coupon usage
– Nearly four out of every 10 shoppers, or 40 million
consumers, would be likely to use coupons obtained
online**
*BlogHer | Compass Partners 2008 Social Media Benchmark Study:
Blogging mainstream, "Reliable" for fun, advice and information
** Platform-A's Business Intelligence organization, in partnership with Information Resources, Inc.
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5. Yoplait Kids Connects with Moms Online
Program Tactics
• Created a free online coupon offer
• Identified and built relationships with bloggers (mom, coupon,
review) that would find this information relevant
• Provided product information, samples, coupons and prize packs
• Partnered with influential sites and networks where moms were
already visiting and trusted for information
• Supplemented program with traditional PR outreach (print/
broadcast) which also provided link to coupon and website
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6. Reaching the Digital Mom
Blog Outreach
Twitter Mentions
Dedicated Emails
Podcasts Coupon Forums
Online Newsletters
Print Outreach
Blog Contests
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7. Yoplait Kids Connects with Moms Online
Print Results “Yoplait Kids…now has 16mgs. Of
Omega 3 per serving. You can
request a coupon for a free six
pack worth $2.79 at
“These new 4 oz cups have www.yoplaitkids.com”
25% less sugar than the
leading kid’s yogurt and no
artificial sweeteners. Try it
free by requesting a coupon
at www.yoplaitkids.com”
“Yoplait is ramping “Yoplait Kids is
up the healthy offering free
quotient for Yoplait coupons for their
Kids…and …offering delicious treats!”
parents a free six
pack”
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8. Yoplait Kids Connects with Moms Online
“First off, I want to tell you that by
Blog Results going to www.yoplaitkids.com Yoplait Kids has definitely become
you can score a coupon good for a personal favorite in my "bag of
a free package of Yoplait Kids tricks" to please my kids!! Yoplait
yogurt. Yoplait Kids yogurt is a is offering a FREE sample coupon
delicious and very healthy snack at their website so you can also get
in sizes and flavors perfect for a chance to sample it for yourself!
your toddler. ”
Here's a great
freebie for you! Get a
coupon for a free 6
pack of Yoplait Kids
Yogurt…Yoplait is a
favorite around here The drinkable yogurt was the favorite! It’s
and I love getting a healthy snack filled with calcium. Right
something free that now you can visit the Yoplait Kids
we'll actually USE! website and receive a coupon for a free
package of Yoplait yogurt. Yes, it’s
absolutely FREE.
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9. Yoplait Kids Connects with Moms Online
Results
• Coupons: Nearly 300k free/high value coupons
• Redemption: Exceptional
• Placements: 5,800+ placement (800+ on blogs)
• Impressions: Nearly 100 million
• Sales: Lift in sales
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10. Yoplait Kids Connects with Moms Online
Key Learnings
• It’s about the consumers – their opinions, their interests and what is
relevant to them.
• Gravitational pull to niche
• Provide audiences with information/products/services useful and
relevant to them
• Provide content in a format and in a location that they find useful and
familiar
• Integrate social media efforts with traditional PR for synergistic
support
• To have remarkable results, product must be remarkable
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11. Yoplait Kids Connects with Moms Online
Questions?
David Witt
General Mills Brand PR
David.Witt@genmills.com
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12. How Big Companies Use Social Media
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