building a better content engine — anna lingeris (social fresh west 2012)
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The Two Most Powerful AlliesPublic Relations + Social Media
Anna LingerisBrand PR & Consumer Engagement@[email protected]
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Which one is Relationship Based?
Source: IRI…
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Key Messages
PR + social media ARE powerful allies
Together = content engine
Relationship-based
Deliver:
– Content quality
– Effective story telling
– Ability to build relationships (online/offline)
– Constant creativity
– Willingness to change and adapt
• ….all core foundations of “GREAT” PR Pros….
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Key to Relationships…. Communicate
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Public Relations + Social
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Why Hershey’s should create content?
+393MM incremental reach
Pieces of content are shared every month(web links, news stories, posts, notes, photos)
Hershey’s has over 5 Million Fans
Content Improves Reach
Content Improves VisibilityHershey’s properties currently make up 9 of the
10 first page Google Results. More content means the potential to own the entire page
Consumers crave content
Sources are checked before making a CPG grocery purchase
7.3
Content Can Fill the Gaps
Engagement can be better sustained via consistent content delivery
Currently, engagement spikes at key points in the season/promotional schedule
Source: http://blog.kissmetrics.com/facebook-statistics/, Google ZMOT study, Sysomos: “Smore” Social mentions
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Consumers drive the conversation in social channels
Blogs 2%
Twitter 77%
Facebook 13%
Forums 4% Youtube 1% Flickr 1% News 1%
1.1 million total Reese’s mentions in the last 12 months
Majority of the conversation happens on Twitter, Facebook and Forums
Key Themes by Channel
Besides brand affinity and recipes, themes on Twitter mainly revolve around pleasure versus guilt versus craving for Reese’s
For Reese’s fans, Facebook serves as a place to share their love for the brand, sharing food creations & asking questions
Consumers used forums to share their experiences of the chocolate – comparing and describing the taste, when & how they were eating it
Most blogs discussing Reese’s revolved around baking and sharing recipes
YouTube serves as a video review medium, a channel to share recipes and watch past Reese’s commercials
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• Social media presence
• User-generated content
• Traditional PR• Blog outreach• Word-of-mouth• Influencer relations
• Websites (browser and mobile optimized)
• Hershey’s brand sites
• Online video• Banner ads• Paid search• Promotions/
sponsorships• Mobile ads Paid
Owned
Shared
Earned
STA
TIC
DY
NA
MIC
One Voice and One Experience
Consumer Takeaway
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CONTENT
Hershey’s Digital Ecosystem…P/E/O/S
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The Earned & Shared Elements = Social
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Social Media Strategy
Influencers Content Experience
• Work with the right influencers• No guessing; dig deep using the
right analytics to determine real influence
• “The people I follow all seem to be talking about Hershey’s.”
• Analytics Drive Engagement Strategy• Top influencers, right keywords,
right channels, right timing
• Increase reach by making Hershey’s content the most sharable and findable in online – and create lots of it• “It seems like everywhere I look,
I’m seeing Hershey’s.”• Build One Consumer Ecosystem
• Link, tag and syndicate content across all ten channels
• Make the Hershey’s brand experience engaging and meaningful for consumers
• “I look forward to seeing Hershey’s in my news feed.”
• Adopt a “Fans First” mentality• Empower consumers to
advocate, create, innovate• Become “Fans of our Fans”
• Show unexpected kindness to our consumers (recognition & respect)
Pilot, Learn, then Scale
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How Content Supports Earned, Shared and Owned Digital
VehiclesTypes
Crafted
Curated
Social
Time
Crafted Content is shared and dispersed throughout various social and curated properties
Social trends and content become curated and eventually
acted on by the brand from a crafted perspective
ValuableSharableArrestingBranded
ContextualLeveragableInfluential
EngagingInformativeIntegratedSharable
Cross Platform
Attributes
Crafted
Curated
Social
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Example:Hersheys.com
Example:Photo upload of fan’s Reese’s outfit; highlighted on FB
Example:Tweet from fan about Kisses
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Content works to support the entire ecosystem to earn efficiencies and extend presence
A piece of contentExample: Simple
Pleasures Video housed on OWNED
Hersheys.com
Reposted/liked, reviewed and commented on across Earned/Shared channels
Distributed via Shared Properties
Tweet the video
Post the video
Pin the video
Post thevideo
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Promoted in Paid Media Simple Pleasures
FB Sponsored Story/Ad
Promoted Tweets
Paid Search
Banners/Rich Media ads
& Posted on OWNED Mobile
Sites
Content reaches consumers through Paid, Owned, Earned and Shared through multiple touch points; which then drives more content
creation and curation for Hershey’s
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Social Media Summary and Highlights• In the first 90 days, social media activity,
including tweets, blog posts, Facebook public posts, images, forum posts / responses and video mentions, increased by 35.8%
• Common words used include #roadtrip, #twists, #Twizzlers, #4sq and #blogher11
• Total summary of activity from May 15 to September 4, 2011*
– 2,361 Tweets – 766 Blog Posts – 734 Facebook Updates – 183 Forum Posts – 14 Video Mentions
• Social media activity from or conversation with traveling families
– 713 Tweets – 111 Blog Posts – 39 Facebook Updates– 8 Video Mentions
• @Twizzlers Summary– 2,361 Mentions on Twitter – 404 uses of #Twizzlers Hashtag – 151 Tweets from or mentions of @Twizzlers
*Note: Keywords include topics in association with Landmark Summer, Twizzlers and Traveling Families
2011 PR Program Recap – Twizzlers Landmark Summer – Page 2
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Paid
Owned
Shared
Earned
Twizzlers
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One Voice and One Experience
STA
TIC
DY
NA
MICTweets
Mobile Game Integration
Online Video & Pre-roll
YouTube
FourSquare
Flickr
TwitterBloggers
Adaptive WebDesign
Rich Media Takeovers
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Experience 1st, Product 2nd
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• 1,300 suite visitors • 150+ blog posts* • 1,110 #smores Tweets
• Collective Twitter following = 4.9MM
• 1,650+ photo uploaded to Flickr• 1,400 Flickr page views• 14,000+ stories•
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Paid
Owned
Shared
Earned
STA
TIC
DY
NA
MIC
S’mores
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One Voice and One Experience
Online Video & Pre-roll
Tablet AppIntegration
Rich Media Banners
Adaptive WebDesign
Facebok Promo
Pinterest Board
Tweets
Media Coverage
UGC
Bloggers
YouTube
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Discussion…