Anitra Marsh, Global External Relations Manager at P&G gave an informative talk at the BlogWell conference in 2010 where she shared P&G's approaches to social media.
shared that one of their focuses has been improving their listening and "choiceful engagement" with their community.
hey choose 4-5 topics on which they engage with consumers in order to retain focus.
or example, they've appointed a "Beauty Maven" for Pantene, who manages their online community programs.
hey found that the kind of information that women want most about healthy hair is "tips & tricks."So, the Pantene Beauty Maven got involved in conversations where she
could add value in terms of providing participants with useful tips and tricks.
nitra cautioned that tone and authenticity are vital when a brand engages with consumers in these environments.
also said that P&G
has evolved from a holistic communications model to an interdependent communications model.
here a holistic model involves re-hashing the same advertising message across all channels, with an interdependent model the message can change depending on the medium.
hey are finding that digital often drives the message (via consumer surveys/stats, consumer generated content, etc. via social channels) and that that content then migrates into traditional media.
Have a look at the video of Anitra Marsh's
"Social Media for Beauty Brands" presentation for an interesting viewpoint from the largest beauty brand in the world.