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General Mills Looked Beyond The Transaction To Reach Influencers

David outlines some key things to think about as you develop an outreach or interest program. He knew he had a "talkable" product, but still needed the right word-of-mouth and outreach strategy to move its consumer relationships beyond just "transactions."

I liked this quote:

"There's a gravitational pull, online, toward niche. People congregate around similar interests and affinity. They do."

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