Here’s a presentation from Stephanie Moritz, ConAgra Foods’ Director of Public Relations. Moritz explains how ConAgra is embracing social media as a strategic opportunity to stir passion among its audience.
Her case study explains how the company is integrating social media across many aspects of their business, how they educated senior management through “digital immersion”, and how ConAgra uses five core elements to define their social approach. She gives an excellent overview of why and when a brand should use social media and how ConAgra successfully engaged consumers of its Healthy Choice products.
- Social media is more than your marketing department. ConAgra approaches social media enterprise-wide, realizing opportunities not just in marketing, but also in HR, legal, and career development.
- Teach executives about social media by offering them hands-on experience. Moritz’s team invited senior management to participate in “digital immersion” sessions to really experience social media.
- Avoid the shiny objects. Moritz recommends ignoring the latest tools and networks and really focusing on your brand’s goals.
You see her live presentation and follow along with the accompanying slides below: