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How Mondelez is Creating Value by Hacking their Corporation

Originally posted on Expion’s Blog

When we think about the word hacker, it often raises concerns about being violated. Cell phone hacks, credit card hacks, illegal invasions of privacy.

But at Expion’s Social Summit in Raleigh B. Bonin Bough, Vice President of global media and consumer engagement at Mondelēz International, suggested a second definition, hackers as experts of programmatically solving problems.

Many big organizations have been slow to adapt at the speed of digital. Bough highlighted companies like Dropbox, Square and Pinterest who have all achieved valuations in excess of $2B in a short period of time. Conversely, companies like Levi’s and Radioshack have comparatively plateaued in terms of growth in a similar time.

For Bough, this hits home personally. He referenced a study Bain conducted that stated by 2020 every single consumer package good sold in a grocery store will be connected to the internet. As a company that sells more than 8 billion products per month, it’s feasible that Mondelēz could become one of the world’s largest technology companies.

But to Bough, Mondelēz wasn’t prepared for this change. How could big organizations like his reinvent career opportunities and team structures to prepare for this new generation of created value?

The answer is in the new phase of marketing Bough calls Hackonomy, or creating value by breaking things where there is a lot of value to be unlocked by breaking process and breaking norms. Click to tweet this.

One of the most popular embodiments of this mentality is Facebook and “The Hacker Way.” 

Coming out of hacker ethics, The Hacker Way is “an approach to building that involves continuous improvement and iteration. Hackers believe that something can always be better, and that nothing is ever complete. They just have to go fix it — often in the face of people who say it’s impossible or are content with the status quo,” said Mark Zuckerberg in a letter included in Facebook’s S1 filing in 2012.

For the rest of us, it begs us to ask the question: “How do we reinvent ourselves daily, and how do we allocate resources to enable this hacker mentality?

Bonin gave some examples of how Mondelēz is hacking their marketing efforts internally.

Hacking Media

When you’re one of the world’s largest consumer package goods companies, you spend a lot of money on media, $198.7 million in 2012 in fact. 

Mondelēz found that they were reaching diminishing returns sooner than expected over the course of the past few years. After researching, they found that the only significant change that might account for this explanation is the growth of smartphones and tablets.

As uncovered in the #Expion14 Generation Z/Millennial Panel, Mondelēz’s next generation of consumers weren’t watching TV in the same places. They were moving to decentralized platforms like Vine, Twitter, and Facebook, or watching on tablets. This change isn’t a replacement for TV; it happens in addition watching live. When a commercial hits during a live broadcast, consumers see it as an invitation to pick up their laptops or phones.

So how do you take back the reach of millions in production of content and media spend and make it applicable for social audiences who are hopping from device to device? 

You atomize it.

Bonin and his team discovered that they could create twice the effectiveness of a television spot when they engaged in social at the same time. 

When you think about that, if you’re a CPG marketer spending 80% of your budget on TV, to make that work twice as hard for you is phenomenal.

So they took their activations and made them social. For a Wheat Thins “Sponsortunity” on The Colbert Report, they used Twitter’s video tools to clip and share pieces of the Colbert spot across various branded Twitter accounts.

After the integration, they found that they were able to create unduplicated reach resulting in almost 4x more people seeing the spot on Twitter than just buying the integration on TV alone. This didn’t even take into account the earned media that resulted from Colbert’s viral delivery as well.

They decided to take atomization one step further and built their own show with Fuse TV, creating a complete ecosystem for social marketing:

- Trident consumers tweeted about music and culture

- Trident and Fuse took tweets from consumers to form the basis for show topics on the Trident Fuse ‘Trending 10′

- People watched the show, saw their tweets on TV, and started new conversations in real time on Twitter

- Trident then cut up the TV show clips, shared 22 video clips across Twitter, and also created new Trident preroll ads for the clips from their own Trident TV show (because “nobody wants to watch the same preroll ad on 22 pieces of content” says Bough)

- Both new and old Trident consumers saw the ads, clips and tweets and started talking again, forming trends for a new show

- Rinse and repeat

The brand literally has a purpose at each stage of content creation and consumption, as you can see below.

Illustration by @nickcicero (not a real artist)

Hacking the Super Bowl

By now, pretty much everyone in marketing knows about “The Oreo Tweet,” a turning point in social marketing when Oreo’s team reacted to the blackout at the 2013 Super Bowl.

A small team sat inside a war room and pushed out the tweet that was created in the right place, at the right time, with the right message, resulting in Twitter madness, and advertising history.  

What’s interesting about “The Oreo Tweet” is not that it sparked the beginning of a new movement, but it was actually the culmination of a long running “hack” internally at Mondelēz to put the pieces in place to be able to make such a moment happen. 

Leading up to the Super Bowl, Oreo had been running their Daily Twist campaign, creating content for 100 days, not just for the US Market, but also were localizing content in six other countries.

That’s 600 pieces of content in 100 days that had to run through strategy, multiple agencies, creative, and legal approval every single day.

Through that process they developed the “muscle memory,” as Bough described it, to replicate and optimize that workflow. Additionally, they gained the ability to draft, publish and approve global content, while tracking and highlighting top performing content with Expion to build a successful process all the way through the creative lifecycle across multiple brands. 

For their team, the goal was not just making fun content in real time that resonated with pop culture. It was about hacking the workflow and culture around publishing social content inside the organization for the future.

Mondelēz has embodied the hacker mentality as they approach marketing communications, pushing their employees within these roles to go outside of traditional boundaries and processes to experiment with new ideas and to inspire others to unlock this value buried within.

You can watch the full presentation below, and we can all take a page from Bough’s mantra when he says – “The Best Way to Predict the Future is to Hack it.”

*Disclosure, Mondelēz Internatonal is a client of Expion


Federal Student Aid Makes Fun of Poor People on Twitter

So FAFSA used a meme from the movie Bridesmaids in a tweet basically saying if you’re poor make sure you fill out our FAFSA form!

I’m just going to leave this here…come on FAFSA! Talk about a lack of empathy for your customer.

Here’s the thing, not everyone who completes a FAFSA is poor. But even if they were…federal student aid is supposed to help get you to college and have a better life, not make light of economic hardships.

Looks like FAFSA may want to look into putting their social marketing on deferment for a few months until they figure out their situation. fafsa poor tweet

This may be one of those times where they thought they were trying to be “cool” and talk to the hip young kids through Memes…but I doubt it.

When we find out the backstory from journalists who (hopefully) tear FAFSA apart in their articles, I’d imagine we find comparisons to the recent NYPD social media backlash a few weeks ago.

This is now two government organizations in just a few months who have experienced serious social fails because of poor planning and judgement.

When will brands (especially extremely volatile ones) learn that some things are better left off of Twitter.

This is just plain stupid.

By the way, in unrelated news the star of this meme is actress Kristen Wiig, who made $12 million in 2012 and can probably afford the loans on at least one degree.

Nick on the Social Pros Podcast – The Truth about Google+

Screen Shot 2014-05-07 at 11.39.18 AM

It’s time for another edition of the Social Pros Podcast. Each week, Jay Baer, Jeffrey Rohrs and I explore the world of social marketing by talking to some of the top industry leaders about how they’re getting real work done in social.

This week: The Truth about Google + for Business

This week’s podcast features Martin Shervington. As one of the world’s foremost Google+ authorities, we discuss Google+ as a social destination, Google+ as a social layer, and the future potential for Google+’s impact on other Google products, including search engine optimization and Google authorship.

While brands like Ford, Toyota, and Cadbury all have had success creating content and communities on Google+, others have seen limited success, sparking an industry-wide debate given the untimely news that Vic Gundotra is leaving the company.

Listen to the podcast here: Social Pros 115

Subscribe on iTunes here: Social Pros Podcast

Charmin posts hilarious Thor-themed joke, deletes it

This amazing photo was posted by Charmin Toilet Paper recently, though they have since deleted it.

In case you don’t get the joke, Thor: The Dark World is out now in theaters and Asgard is the fictional Marvel world home to the Asgardians Thor protected.

We’ve always been an Asgardian = We’ve always been an Ass Guardian

Brilliant. Hilarious. Perfect adult humor for Twitter. Why can’t toilet jokes be funny and PG-13?

charmin thor photo

Uber and GE team up for DeLorean rides #BrilliantMachines

uber ge delorean

Photo by @KateScisel

For this weekend only, Uber has partnered with GE to bring DeLoreans to the streets of San Francisco.

GE’s Brilliant Machines campaign uses real-world examples to demonstrate how GE’s advanced hardware and analytical software can revolutionize the way cities are powered. In other words, the GE gas turbines in your DeLorean might predict and meet an entire city’s power needs someday.

How to snag a free ride:

  • Open the Uber app anytime on Friday, Saturday, or Sunday from noon to 6 p.m.
  • Supply will be very limited, but if your timing is right, you’ll see the DeLorean option
  • Maximum of 15 minutes per trip and one person per vehicle

Offerpop Capitalizes on Wildfire’s Downfall in New Banner Ads

Looks like Offerpop is wasting no time in responding to the news this week that Google’s Wildfire Department was shutting down the one-off version of their social promotion builder.  I was checking out an article online and noticed this meme-styled banner ad, with Wildfire branding pretty prominently featured as part of the joke.

Screen Shot 2013-04-25 at 11.04.09 AM

ICYMI – Here’s the official word from Google on the closing of Wildfire’s standalone campaigns.

We want to do all we can to poise our customers for success when they begin using Wildfire. So that we can better focus on doing that, we’ve decided that we’ll be retiring our Basic, Standard, and Premium promotions after June 30th.

There are a lot of ways you can build promotions on Facebook.

I have used Shortstack Labs myself (disclosure: affiliate link) and wrote a review of it on Social Fresh a while ago. I love the easy plug-and-play approach to building promotions with their builder.

Still, many many of my colleagues rave about Offerpop and I agree, I think that Offerpop is extremely powerful and useful for any brand looking to run a great social campaign.

This post is much more about their awesome ad than their software, so I won’t dive into details there.

One last thing…Note that Wildfire is not Livefyre, which is the company I work for. Some people get us confused.

Livefyre’s suite of real-time products are defining a new breed of web and mobile experiences that boost website traffic, increase user engagement and drive revenue.

As the sixth largest network online, Livefyre is powering real-time social experiences for leading brands including American Idol, AOL, Bravo, CBS, Conde Nast, Dow Jones/WSJ, FOX, Newsweek/Daily Beast, Showtime, Sports Illustrated and The New York Times.

Facebook adds Barcodes to Offers – Retailers Rejoice

Facebook announced a number of new features for their “Offers” product on Thursday. One of the most interesting developments was the ability to add a barcode, something that retailers are jumping for joy about. Now many grocery stores, restaurant chains, big box retailers and more will be able to implement the Facebook offer barcode as an additional tracking mechanism into many existing sales systems.

From the Facebook support forum:

When you create an in-store offer, you can add a scannable barcode that will appear in the email people get when they claim your offer. This makes applying the discount at your register and tracking offer redemptions faster and easier.

Keep in mind that the code will be the same for every person who claims your offer and is not intended to be a way to prevent people from redeeming your offer more than once.

In order to use the feature, you’ll need to support the offer with Facebook ads, and use a 12-digit UPC-A or 13-digit EAB code. This number must be properly formatted to include a check digit for the protocol you choose.

Have you seen any ads or offers using these new features yet?

Facebook Campaign Icons in Newsfeed Sidebar

I recently discovered the addition of Facebook Ad campaign icons in the news feed side bar as well the Ads Manager icons that had been there before.

Talk about a time saver!

It has always been hard to access individual campaigns because you had to go through the ads manager screen and then sort your campaigns to see the results for each. Now there’s a quick and easy shortcut.

Have you seen this on your pages yet if you’re running ads?


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