Reputation Management Through Digital and Social Storytelling

Reputation Management Through Digital and Social Storytelling

Rick Wion, Senior Director of Consumer Engagement at The Kellogg Company, joins the Content Pros Podcast from Content Marketing World to discuss how creating conversations with consumers inspires content, and the variety of approaches he takes to share a story.

In This Episode:

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Full Episode Details

Tell the Story Of Your Reputation

Often times, we focus all of our content on building revenue. But there is a lot of value in creating content to enhance the reputation of your brand, which, consequently, will increase revenue.

From journalism to holding the title of Social Media Director at McDonald’s to his current position with The Kellogg Company, Rick Wion has been writing and developing content since age 17. In this time, Rick has learned the positive effect of conducting qualitative research to discover what kind of content your audience wants to hear, as well as the value in producing that content through a variety of storytelling.

Rick recognizes the size of the social media audience versus the depth of the static website audience and continually checks to make sure there is a proper balance with his impact on both.

He maintains a relationship with consumers by giving them an opportunity to ask the questions they want to know. He then turns both those questions and their answers into content, and keeps the conversation going by polling his audience to make sure his content is consistently relevant, impactful, and new. This helps to increase his audience’s brand preference and purchase intent. While it’s not a direct tie to sales, it aids in creating an environment where more sales are possible because there are more people coming back.

In This Episode

  • How to manage your brand’s reputation based on the quantitative research of what your audience wants
  • The variety of approaches you can take to tell amazing stories
  • How building brand reputation increases revenue
  • What the key differences are in audience reach between a microsite and social media platforms

Quotes From This Episode

“We did qualitative research with key audience groups to determine what issues were most important to them and which things we could have the most impact on.” —@rdublife

“We needed to help tell the story of all the good work we’re doing.” —@rdublife

“We try to be very diligent about sharing the results, continuing to drive the momentum, to share what’s going on, and to build that buy-in so it continues to keep rolling.”—@rdublife

“All of your stories live on a microsite.” — @jeffreylcohen

“Anytime you have an audience or community that is willing to create and share something… any brand should try to look for an opportunity to harvest that.” — @rdublife

“The stories we tell can shape, not just our products, but our brand.” — @randyfrisch


Lightning Round

Favorite Kellogg’s cereal? Frosted Flakes

Favorite Kellogg’s mascot? Tony the Tiger

Favorite Poptart flavor? Unfrosted blueberry with cream cheese on top

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