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BlogWell Chicago Social Media Case Study: Kraft Foods, presented by Beth Reilly
 

BlogWell Chicago Social Media Case Study: Kraft Foods, presented by Beth Reilly

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In her BlogWell case study, "How Oreo Learned to Fish Where the Fish Are," Kraft Foods' Digital and Social Marketing Lead, Beth Reilly, shared how they're getting off their corporate website to find ...

In her BlogWell case study, "How Oreo Learned to Fish Where the Fish Are," Kraft Foods' Digital and Social Marketing Lead, Beth Reilly, shared how they're getting off their corporate website to find their fans.

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BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/​​​blogwell/​​​

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: gaspedal.com and socialmedia.org

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  • This story begins like any good story…Once upon a time…
  • New Ford Explorer, debuted on Facebook 7/26

BlogWell Chicago Social Media Case Study: Kraft Foods, presented by Beth Reilly BlogWell Chicago Social Media Case Study: Kraft Foods, presented by Beth Reilly Presentation Transcript

  • 1
  • February 10, 2009
    2
    Oreo Cookies & FacebookFishing where the fish are…
    8/11/10
  • Once upon a time, brand URL was the primary IMC destination
    3
  • Now, it’s as likely to be Facebook
    4
    • New Ford F150 revealed on Facebook 7/29
  • Facebook has become the de facto brand destination
    5
    Starbucks.com
    995k monthly uniques
    Facebook.com/Starbucks
    12MMfans to communicate with daily
    Coca-Cola.com
    348k monthly uniques
    Facebook.com/CocaCola
    10MMfans to communicate with daily
    Source: Quantcast.com
  • 6
    Facebook as the place to “celebrate”
  • Oreo brand’s leap into Facebook
    • Brand page launched August ‘09 with 2.8MM fans (via migration of existing fan pages)
    • Oreo created a single focus for all IMC efforts, with a signoff explicitly driving consumers to Facebook
    • Oreo Facebook fans today at 8.2MM, and adding tens of thousands of fans daily
    • International opportunities abound, with targeted messages to our large ex-US community
    7
  • The Oreo fan page monthly growth
    8
    • Early investment in the platform has lead to dramatic increases in growth in Q3
    • Oreo’s fan page monthly growth is six times higher than the Facebook average
    Source: Famecount.com
  • Why Facebook & Oreo?
    9
  • Reach Mom Where She Is
    Moms spend nearly 20% of their online minutes on Facebook
    38.5% | 286
    22.8% | 192
    93.3% | 200
    • 22.5MM online
    • 15MM in social media
    • 2.9MM influencers
    22.2% | 166
    52.7% | 114
    Source: 360i analysis of @plan; January 2010
    29.8% | 162
    10
  • Oreo Is A “Social” Cookie
    Source: http://www.famecount.com/
    11
  • Oreo Digital Vision
    Vision
    Continue to grow and enhance consumer engagement within Facebook and other digital platforms
  • Driving Engagement
    • Focusing on brand love and our community i.e., Fan of the Week
    Source: June 1st – July 9th
  • Product Innovation
    Utilize Facebook fans and advocates to raise awareness of new products, including
    Trial
    Sampling
    Facebook Tab
  • Promotional Communication
    • User generated content and interaction via Facebook tab
    • Fans driven to tab via wall communications (and digital banner ads)
  • Integrating Facebook Into IMC
    16
  • Golden DSRL - Q4 ‘09/Q1 ‘10
    • Double StufRacing League generated
    social awareness & engagement
    Embedded video…
    ...product giveaways
    …and fan interaction
    17
  • Valentine’s Day – Q1 ‘10
    …to virtual valentine’s day cards
    Iconic print
    …and virtual gifts
    18
  • Summer Oreo & Milk – Q2 ‘10
    …to online media
    From iconic print…
    …to branded games
    …that can be shared.
    http://clients.360i.com/clients/Oreo/marcopolo/facebook/new/marco-polo.html 
    19
  • So What?
    20
  • So What?
    What does it mean?
    Oreo has over 8.2MM Facebook fans who are open to engaging in a dialogue (up from 5MM less than 2 months ago)
    Fan engagement drives brand advocacy
    Opportunity to utilize fans via “learning lab” environment
    Global reach and communications
  • Making the most of the Oreo ecosystem
    Facebook.com/Oreo
    Oreo.com
    Twitter.com/Oreo
    Broadcast
    YouTube.com/Oreo
  • 23
    Thank You and don’t forget to “Like” Oreo!
    www.facebook.com/oreo
    Beth.reilly@kraft.com
    @BethYoReilly
    LinkedIn.com/beth-yohanan-reilly
    February 10, 2009
  • 24