Inside P&G’s digital revolution

CEO Robert McDonald wants to make the consumer goods giant the world’s most technologically enabled company. Here’s how.

Robert McDonald is a CEO on a mission: to make Procter & Gamble the most technologically enabled business in the world. To get there, the 31-year company veteran and former US Army captain is overseeing the large-scale application of digital technology and advanced analytics across every aspect of P&G’s operations and activities—from the way the consumer goods giant creates molecules in its R&D labs to how it maintains relationships with retailers, manufactures products, builds brands, and interacts with customers. The prize: better innovation, higher productivity, lower costs, and the promise of faster growth.
McKinsey’s Michael Chui and Thomas Fleming recently sat down with McDonald at P&G’s Cincinnati headquarters to talk about the nature and progress of the company’s digitization initiative, as well as its implications for P&G’s people and culture.
An edited summary of the interview follows.

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How to cure your SEO blindness

Search engine optimization (SEO) is one of the most effective marketing strategies on the internet, so why do so many marketers take it for granted by developing SEO blindness? The SEO process is multi-faceted and detailed, requiring coordination between client and agency, as well as among many departments such as marketing, IT, and more. It also takes time to implement and realize results. But despite these obstacles, the rewards are huge and long lasting. Many companies have SEO blindness, as shown in the examples below.

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Giving Kick-Ass Presentations In The Age Of Social Media

Being a great speaker was never easy, but now, with your audience likely to have a mobile device in hand and real-time access to multiple social channels, the challenges have gotten that much greater. To get a sense of the impact of social media on conference presentations, I interviewed a bunch of regulars on the social media circuit. In the process, they helped me identify these seven (somewhat snarky) new rules for public speaking in the social media era.

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YouTube Makes the Case That It Helps Build Brands

DESPITE online video and commercial-skipping DVRs, companies still spend 38 percent of their advertising budgets on television ads and just 1 percent on online video. YouTube is trying to change that.
In a bid to lure TV ad dollars, YouTube is making the case to brands that online video is the best way to reach customers. It is part of the YouTube’s evolution from a free-for-all Web site for goofball videos to, it hopes, a destination for professionally produced videos and the advertisers that want to appear near them.

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11 Ways to Leverage the Power of Social Media for the 2011 Holiday Season

You can never be too prepared for the holiday season and one of the great benefits about social media is that it allows consumers as well as brands to react in real time to changes. Therefore, with the holiday season fast approaching, here are 11 ways marketers can be better prepared for the 2011 holiday season and leverage the power of social media to amplify their existing marketing programs.

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10 Ways to Engage Your Fans through Facebook Status Updates

When it comes to Facebook pages, content is key. If you have a page for your business and are posting the wrong content or no content at all you could be hurting your brand more than your helping it. People “liked” your page for a reason. They want to know about and stay connected with your business so make sure the information you are posting is fun and related to your industry.

We understand that coming up with content can be challenging at times so here are 10 posting strategies we can use to create engagement on our clients pages.

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What’s To Fear About Facebook Marketing? [Infographic]

Marketers say they worry the most about how to achieve a return on investment in Facebook, along with how to create two-way dialogues.
Those two worries surfaced in a survey of social media professionals conducted by Shoutlet, which summed up the findings in an infographic (the second one we’ve seen today with a Halloween theme).
Calling any of these issues scary is a real stretch, and while the data is a bit helpful, Shoutlet buried in fine print the fact that survey had only 134 respondents. Calling that a representative sample – now that would be scary.

Infographic Here

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Advertising on Facebook: Good or Bad for Small Businesses?

Not very long ago, whenever we wanted to “know more” about a company or a service, the first thing we used to do was look it up online or simply “Google” it. But, now we might consider the alternate option, which is digging into the Facebook profile of the company.
With over 800 million potential Facebook users and more than 50 percent active users on any given day (Source: Facebook’s Press Room), Facebook has become a power tool for all businesses.
Almost all big companies like Nike, Toshiba, HP, Burger King and Armani own a Facebook profile, with small businesses following the lead. However, the most pressing concern for small businesses is “whether it’s a good idea to spend on Facebook advertising or not!”

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