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Proctor & Gamble Grassroots Marketing

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Explore grassroots marketing efforts for Proctor & Gamble. Explain whether or not product managers are using Twitter, blogs, chat rooms, etc. to promote their product and whether or not you believe it is successful.

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This solution discusses grassroots marketing efforts for Proctor & Gamble and whether product managers are using Twitter, blogs, chat rooms, etc. to promote their product and whether or it is successful. APA references are included.

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Proctor & Gamble has an official 'Global Social Media' policy as a way to outline responsible use of Twitter and Facebook. Amazingly, the policy boils down to two key points, "use good judgment, and follow (P & G's) purpose, values and principles and all applicable laws" (Proctor & Gamble, 2012). This is the jumping off point for a wide mix of social media and grass roots efforts utilized to engage the targeted consumer as never before.

According to Sourcewatch, P & G started "Tremor"(http://www.tremor.com/) in 2000, a grassroots-marketing program that uses teens to spread the news regarding company products. After concern from the non-profit group Consumer Alert, Tremor reconfigured its' efforts to network with mothers. Tremor now connects 500,000 moms in a word of mouth marketing organization developed by Proctor Gamble to "combine P & G's wide-ranging marketing expertise with key learning from cognitive science" (Tremor, 2012). The premise is the site allows consumers to interact with "highly connected moms" to ...

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Sally Baldwin, Ed.D
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  • BA, University of Southern California
  • MSS, United States Sports Academy
  • Ed.D, Boise State University
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