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Jason Harty, Pretzel Crisps at #RLTM NY 11
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Jason Harty, Director of Field & Interactive Marketing for Pretzel Crisps (@pretzelcrisps) presents at #RLTM Realtime NY 11 on June 6th.

Jason Harty, Director of Field & Interactive Marketing for Pretzel Crisps (@pretzelcrisps) presents at #RLTM Realtime NY 11 on June 6th.

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  • 3,600 samples out of more that 2.5mm samples…
  • 3,600 samples out of more that 2.5mm samples…

Transcript

  • 1. Just in Time
    Social Media Marketing:
    A Small Brand’s Use of Facebook & Twitter
    to Connect with New Consumers
    Jason HartyDirector of Field & Interactive Marketing
  • 2. @PretzelCrisps@JasonHartyfacebook.com/PretzelCrisps
  • 3. Just in Time Social Media Marketing
    Core Strategy
    Be a catalyst for conversation | Engagement = affinity
    Social Sampling
  • 4.
  • 5. Coupon Phenomenon
    Now:
    60,000+ Fans
    March 15th: 14,236 fans
    1/1/11: 3,581 fans
    June ’10: 425 fans
    Feb 23rd: 6,655 fans
    March 17th: 29,073 fans
  • 6. Social Sampling
    Cloud of Conversation
    Keyword Listening
    Direct Messaging
    Online meets offline for
    in-person engagement
    Real-life
    Party Conversation
    Fan/ Brand Online Engagement
    Fans spread Brand Love
  • 7. A Tweet in Orange County… traveled to LA
  • 8.
  • 9.
  • 10. The Conversation Continued
  • 11.
  • 12. @Mayhemstudios Followers Keep the Dialogue Going
  • 13. Results
    New Fans (Feb – May): 54,448 (+818%)
    $1 Off Coupons printed: 10,000
    Redeemed to-date: 8,347 (83%)
    BOGO Coupons Printed: 50,000
    Redeemed to-date: 29,181 (58%)
  • 14. Social Sampling Results (July ’10 – May ’11)
    Intercepts: 265
    Bags sampled:4,200
    Earned Media Impressions: 2,549,845
  • 15. Top U.S. Food Markets: Coast to Coast Growth
    Many Factors Contributing, Interactive Being One
    Amazing growth in top markets!
    15
  • 16. … and your approach to Social Media Marketing
    Find us in the Deli Section of your local grocery store!