Video: How ConAgra Foods makes product decisions by listening to their fans

When ConAgra Foods removed their Chef Boyardee pop-top cans from the shelves, they didn’t realize it would be such a big deal to their fans. But according to PR and Social Media Manager Amy Morgan, the complaints came in almost immediately — and it wasn’t just people on Facebook. They were also getting calls and emails to customer affairs. In fact, sales were dropping. It convinced them to not only bring back the pop-tops, but to also get their fans in on designing the new label.

It’s not the only time ConAgra has learned something about their brands from their fans. Amy says they’ve discovered new ways to market RO-TEL, decided on product names for Healthy Choice, and introduced a new Slim Jim flavor based on their customer feedback in social media.

In her presentation at SocialMedia.org’s Member Meeting, Amy also talks about:

  • How they test out new trends with their fans by asking them questions
  • Why she considers social media an “early warning system”
  • What inspired them to share a weird chicken wing recipe

Watch the full presentation in the video below.

ConAgra Foods: Social listening and engagement for consumer insights, presented by Amy Morgan from SocialMedia.org on Vimeo.

Download Amy’s slide deck here.

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