DigitalDigital
The Challenge                        After growing the Slim Jim community on Facebook                        with great su...
Our Solution                   Insights gathered during focus groups and                   pre-message testing showed that...
Capabilities Utilized                   Strategic Research                   Online Conversation Research                 ...
Video Interview with WWE Superstar Edge                                              Slim Jim Fan InteractionVideo with Fa...
About Edelman DigitalEdelman Digital has been an award winning, full service digital engagement agencysince 1995. We do th...
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Slim Jim Portfolio

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After growing the Slim Jim community on Facebook with great success fairly quickly, there was a need to deepen engagement with the existing base and expand the brand’s presence in new social media embassies via an integrated voice. Edelman’s task was to take the Slim Jim experience to a new level with an eye toward breaking boundaries to create something unique for the brand and its community.

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Slim Jim Portfolio

  1. 1. DigitalDigital
  2. 2. The Challenge After growing the Slim Jim community on Facebook with great success fairly quickly, there was a need to deepen engagement with the existing base and expand the brand’s presence in new social media embassies via an integrated voice. Edelman’s task was to take the Slim Jim experience to a new level with an eye toward breaking boundaries to create something unique for the brand and its community. http://www.facebook.com/SlimJim http://twitter.com/SlimJimFacebook Fan Page 2 Digital
  3. 3. Our Solution Insights gathered during focus groups and pre-message testing showed that the target (males 13 – 29) prefers to engage with ‘someone like them’ with common interests vs. a formal brand entity. Conversations on the page also stopped short as the community showed they needed to be re-engaged to continue conversations. This presented the opportunity for Edelman Digital to bring on the first ever community manager for ConAgra Foods and Slim Jim. The Slim Jim community manager serves as the official Slim Jim voice on both online embassies and during offline activities. By engaging with the target online, the community manager and the supporting digital team capitalizes on organic conversations around the four main pillars of lifestyle content (music, movies, gaming, WWE/sports) and monitors conversations for relevant insights about the brand and its target audience. Armed with these insights the team creates original content, including a weekly video series to promote deeper fan engagement, to create anTwitter Page immersive, authentic and rich media experience. 3 Digital
  4. 4. Capabilities Utilized Strategic Research Online Conversation Research Ongoing Monitoring Industry, competitive and audience analysis Social Media Footprints Business Strategy Social Engagement Consulting Social Tactical Planning User Experience Content Strategy Art & Design Copy Development Functionality Planning Community Engagement & Development Word of Mouth Marketing Influencer Engagement Blogger Relations Social Networks Digital Video Development Digital Video Production Digital Video Distribution Digital Video MeasurementYouTube Page 4 Digital
  5. 5. Video Interview with WWE Superstar Edge Slim Jim Fan InteractionVideo with Fans 5 Digital
  6. 6. About Edelman DigitalEdelman Digital has been an award winning, full service digital engagement agencysince 1995. We do this by creating authentic content, communications and experiencesthat earn trust, build community and drive business results.Integrated digital programs, bridging traditional and social media with online PR andmarketing, are our strength. This includes everything from strategy derived from insightsand research to creative development and execution. Our digital engagement includescommunity management, influencer outreach and social media advertising, and our webvisibility initiatives include search engine marketing and optimization.Through the years we’ve discovered that if you find the story from the consumer you cantell it back to them in their language—let us help you own that story. www.edelmandigital.com www.twitter.com/edelmandigital www.facebook.com/edelman 6 Digital
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