Building A Better Content Engine — Anna Lingeris (Social Fresh WEST 2012)
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Building A Better Content Engine — Anna Lingeris (Social Fresh WEST 2012)

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Building A Better Content Engine — Anna Lingeris (Social Fresh WEST 2012) Presentation Transcript

  • 1. The Two Most Powerful Allies Public Relations + Social MediaAnna LingerisBrand PR & Consumer Engagement@ahhnalinalingeris@hersheys.com
  • 2. We NEED to Talk…
  • 3. Which one is Relationship Based?Source: IRI… 3
  • 4. 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…. 4
  • 5. Key to Relationships…. Communicate 5
  • 6. Public Relations + Social 6
  • 7. Why Hershey’s should create content? 1 2 Consumers crave content Content Improves Reach Hershey’s has over 5 Million Fans Sources are checked before +393MM 7.3 making a CPG grocery purchase incremental reach Pieces of content are shared every month (web links, news stories, posts, notes, photos) 3 4 Content Improves Visibility Content Can Fill the Gaps Currently, engagement spikes at key Hershey’s properties currently make up 9 of the points in the season/promotional schedule 10 first page Google Results. More content means the potential to own the entire page Engagement can be better sustained via consistent content deliverySource: http://blog.kissmetrics.com/facebook-statistics/, Google ZMOT study, Sysomos: “Smore” Social mentions
  • 8. Consumers drive the conversation in social channels 1.1 million total Reese’s mentions Key Themes by Channel in the last 12 monthsForums Youtube Flickr 1% News 1% 4% 1% Besides brand affinity and recipes, themes on Twitter Blogs 2% mainly revolve around pleasure versus guilt versus craving for Reese’s Facebook 13% For Reese’s fans, Facebook serves as a place to share their love for the brand, sharing food creations & asking questions Twitter Consumers used forums to share their experiences of 77% the chocolate – comparing and describing the taste, when & how they were eating it Majority of the conversation happens on Twitter, Most blogs discussing Reese’s revolved around baking Facebook and Forums and sharing recipes YouTube serves as a video review medium, a channel to share recipes and watch past Reese’s commercials
  • 9. Hershey’s Digital Ecosystem…P/E/O/S • Online video • Websites (browser • Banner ads and mobile • Paid search optimized) • Promotions/ • Hershey’s brand STATIC sponsorships sites • Mobile ads Paid OwnedCO ConsumerN TakeawayT DYNAMICE Earned SharedN • Traditional PR • Blog outreach • Social media presenceT • Word-of-mouth • User-generated • Influencer relations content One Voice and One Experience 9 9
  • 10. The Earned & Shared Elements = Social 10
  • 11. Social Media Strategy Influencers Content Experience• Work with the right influencers • Increase reach by making • Make the Hershey’s brand • No guessing; dig deep using the Hershey’s content the most experience engaging and right analytics to determine real sharable and findable in online – meaningful for consumers influence and create lots of it • “I look forward to seeing • “The people I follow all seem to be • “It seems like everywhere I look, I’m Hershey’s in my news feed.” talking about Hershey’s.” seeing Hershey’s.” • Adopt a “Fans First” mentality• Analytics Drive Engagement • Build One Consumer Ecosystem • Empower consumers to Strategy • Link, tag and syndicate content advocate, create, innovate •Top influencers, right keywords, across all ten channels • Become “Fans of our Fans” right channels, right timing • Show unexpected kindness to our consumers (recognition & respect) Pilot, Learn, then Scale 11
  • 12. How Content Supports Earned, Shared and Owned Digital Types Vehicles Attributes CraftedCrafted Valuable Crafted Content is shared and Sharable dispersed throughout various Example: Hersheys.com Arresting social and curated properties Branded Curated Example: Photo upload of ContextualCurated fan’s Reese’s Leveragable outfit; highlighted Influential on FB Social trends and content Engaging Social become curated and eventually InformativeSocial acted on by the brand from a Example: Tweet from Integrated crafted perspective fan about Sharable Kisses Cross Platform Time 12
  • 13. Content works to support the entire ecosystem to earn efficiencies and extend presence A piece of content Example: Simple Pleasures Video housed Distributed via Shared Properties on OWNED Hersheys.com Pin the video Post the video Post the Tweet the video videoReposted/liked, reviewed and commented on & Posted on OWNED Mobile across Earned/Shared channels Sites Promoted in Paid Media Simple Pleasures Content reaches consumers through Paid, Owned, Earned and Shared through multiple FB Sponsored Paid Search Story/Ad touch points; which then drives more content Promoted Tweets creation and curation for Hershey’s Banners/Rich Media ads 13
  • 14. 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 Families2011 PR Program Recap – Twizzlers Landmark Summer – Page 2
  • 15. Twizzlers Online Video & Pre-roll Adaptive Web Design STATIC Paid Owned Rich Media Takeovers FacebookMobile GameIntegration FourSquare DYNAMIC Tweets Earned Shared Flickr YouTube Bloggers Twitter One Voice and One Experience 16
  • 16. Experience 1st, Product 2nd •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 • 17
  • 17. S’mores Online Video Adaptive Web & Pre-roll Design STATIC Paid Owned Tablet App Integration Facebok PromoRich Media Banners DYNAMIC Tweets Earned Shared Media Coverage Pinterest Twitter Board UGC YouTube Bloggers One Voice and One Experience 18
  • 18. Discussion…