Kraft Foods Incorporating the Groundswell

November 21, 2008 at 4:39 pm 2 comments

In this world of always changing and increasing use of technology, social media has come to the forefront of advertising, marketing, promotions, public relations, sales, etc. YouTube, Twitter, blogging, and many other forms of social media are being used more and more by major companies and corporations. For instance, Kraft Foods has created a website which coincides with this new social media age by adding videos and blog posts.


I would like to share two ways in which Kraft Foods has become involved in social media by comparing the company to the book Groundswell, Winning in a World Transformed by Social Technologies. It’s a book by two Forrester analysts with practical, data-based strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube. Groundswell is based on facts and experience from analysts who have advised more than 100 business clients on social technology strategy.     


One way Kraft Foods is using the ideas produced by Groundswell is by listening. In different sections on the Kraft Foods website, you can view a message board where Kraft consumers share their cooking ideas and recipes with one another, whether it’s entertaining, healthy living, or Kraft’s cooking school, where you can learn about basic cooking techniques. This gives the company the opportunity to receive feedback on the consumers’ needs and wants.


 Another way Kraft Foods is using the Groundswell is its use of videos, which can be found on the website as well as YouTube, and the ratings on each dish or recipe. These tactics could be in different categories like listening, energizing and embracing the Groundswell. Videos of the preparation of the meal helps consumers stay involved and interactive. The ratings could help consumers share with one another their thoughts on a specific recipe. This is a great tactic to get consumers involved because people are more willing to try something if it is recommended or highly praised by someone who has already tried it.


Lastly, Kraft has incorporated its brand on the growingly popular virtual social media program, Second Life. Millions of users can now play with the added feature of a Second Life supermarket which was launched by Kraft in May of 2007. The Supermarket is the only food manufacturer on Second Life, with Kraft Foods as its only brand. This relatively new form of social media is a great way to get consumers curious about Kraft brands, possibly items that did not originally associate with the Kraft Foods brand. This reinforces the quality of its products as well as variety.


Kraft Foods could definitely work on some aspects that would involve using the Groundswell ideas more effectively. Getting as much feedback and information from your consumers are keys to making your company successful. If your consumers are not happy, no one is happy. Kraft could definitely use more innovative ways of involving consumers, but in my opinion, they do have a pretty good grasp on social media at present.   


Entry filed under: Uncategorized.

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2 Comments Add your own

  • 1. Barbara Nixon  |  November 26, 2008 at 9:48 am

    Great examples on how Kraft is using the groundswell. Thanks, Holly.

  • 2. Josh Bernoff  |  November 29, 2008 at 9:54 pm

    Kraft is doing a good job. Most of these are worthwhile efforts. But it’s rare to find anyone who’s accomplished anything worthwhile in Second Life, from a company perspective.

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