Getting a Seat at the Breakfast Table through Transparent Communication
Today’s featured guest is Rick Wion, an accomplished marketing professional recognized by AdWeek as a Top 50 Innovator in digital marketing. Rick is currently the Senior Director of Consumer Engagement at the Kellogg Company and a long time fan of Frosted Flakes.
On this episode, Rick reveals Kellogg’s strategy behind their web property openforbreakfast.com. We discuss how Rick is leading the movement at Kellogg for transparent communication across the spectrum of nutrition, sustainability, and philanthropy.
On this episode you’ll discover:
- How the Kellogg Company is the number one cereal company in the U.S. and that they also make snacks, chips, frozen foods and more.
- How openforbreakfast.com is Kellogg’s platform to communicate issues of transparency with their consumers.
- How openforbreakfast.com includes stories related to nutrition, sustainability, how the company is giving back and more.
- Why openforbreakfast.com started in January 2015 to address the consumer demand for transparency and to measure sentiment and purchase intention.
- How the Kellogg Company is learning the ropes of how to engage with people and how they introduced a Q&A element with a process ready to go.
- How the Kellogg Company is encouraging interaction on openforbreakfast.com with messages to ask a question on the cereal boxes.
- What was involved in starting openforbreakfast.com and how the CEO, John Bryant, was very supportive.
- Why there was a lot of internal support for Open for Breakfast and how they developed a model for storytelling.
- How the Kellogg Company features employees in their storytelling to showcase their expertise.
- Why Rick says, “The role of the marketing and communications team is to help discover what the stories are and package them up,” but the people outside the department are the ones with the stories.
“The role of the marketing team is to help discover what the stories are and package them up.” @rdublife
- How Rick is looking at consumer sentiment and purchase intent to measure the success of openforbreakfast.com.
- How understanding the role of activists (who may not be their customers) was a major part of the journey with openforbreakfast.com and how they have learned to respond to activists.
- How Rick says questions with an activist agenda allow the Kellogg Company to tell their side of the story and his example of palm oil and its effect on the rainforest.
- How listening to the questions has allowed the Kellogg Company to learn a lot about their consumers.
- How social media extends the reach of their stories and allows another way for the Kellogg Company to respond to consumers’ questions.
- How the content from Open for Breakfast is mostly shared through the brand social channels.
- How Rick’s “one thing” is to find ways to bring transparency to life and make it real within your company.
Featured On This Episode:
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- Rick’s personal email address and work email address
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There are TWO WAYS you can listen to this podcast with Rick Wion from the Kellogg Company.
P.S. Don’t miss next week’s podcast episode with Carlos Gil, Global Head of Social Media at BMC Software. Subscribe to our podcast to stay current on new episodes delivered to your inbox every Friday!