The above video interview is from the Advertising Research Foundation Audience Measurement conference.
For many of Proctor and Gamble’s products, the purpose of an Internet presence is not to directly sell something but to build brand loyalty.
According to Joan Lewis, the Consumer and Market Knowledge Officer for Proctor and Gamble, the brand is aware of this and, as a solution, is working with existing online communities and building new communities to reach a wider audience.
Lewis also addressed the importance of knowing when to focus on building a community on FaceBook and when to take those people to the brand’s own website to build a subcommunity. She used Pampers as an example for that.
Lewis talked about the key marketing and research initiatives her team at P&G is working on. The first is making quicker decisions on campaigns. There are two factors involved here. The first is for P&G to gather enough real-time data, and the second is to simplify internal communications so that reactions to the real-time data can be processed faster. This research initiative applied to P&G’s campaigns for the Olympics in Vancouver, which Lewis highlights in the video.
P&G is also focused on creating a strong association between education and P&G’s products. Some examples of this include building a community of parents for the Pampers website and hosting live chats with experts where community members can ask health or behavioral questions.