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How Kellogg’s Crafts their Corporate Social Strategy

Authors: 10XMarketing Rick Wion
Posted Under: Social Pros Podcast
Content Marketing Awards - 2022 Winner Badge - Best Podcast
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Daniel Lemin

Convince & Convert
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Rick Wion, Senior Director of Consumer Engagement of The Kellogg Company, joins the Social Pros Podcast to talk about social media from a corporate level and why brands need to be more selective with what they share on social.

Be Selective About Your Social Media“In social, you need to be fast, but you also need to be cautious”

As social media has evolved, those who work with social media marketing have gained more freedom to make crucial decisions around what goes out and what doesn’t.
Not every company update or press release has to be broadcasted on social media. As Rick Wion, Senior Director of Consumer Engagement of The Kellogg Company said, “for social, we really just need to focus in on this one component of things versus supporting every part of every program with a plethora of social content.
The hard truth is that not every update is “social media worthy.” Brands need to be more selective about the content they share on social media. Making sure your brand communicates authentically is vital. Being attuned to what your audience wants to see from you is perhaps even more important.

In This Episode:

  • 03:12 – How social media marketing and communications have evolved
  • 07:11 – How the evolution of social media has impacted how Kellogg’s constructs their social media and consumer engagement teams
  • 10:30 – How Kellogg’s uses social media to have important conversations with their audience around food security
  • 12:48 – How the brand’s messaging and timing of messages have changed since the pandemic
  • 16:19 – How being classified as an essential business impacted the company, social media team, and business operations during the pandemic
  • 18:43 – How Kellogg’s uses data and research to shape conversations on social media
  • 23:25 – How Tony the Tiger helps to share the brand’s voice on social media
  • 25:45 – How to empower an organization to leverage social media listening and insights

Quotes From This Episode:

“We’ve focused on understanding who our audiences are & what they react to the most”
You need to resist the temptation to assume that what you want to say is exactly what your consumers want to hear Click To Tweet


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