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BlogWell DC Social Media Case Study: ConAgra Foods, presented by Genevieve Mazzeo

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In her BlogWell DC presentation, ConAgra Foods' Manager, PR/Social Media, Genevieve Mazzeo shares how they use social media to increase brand engagement.

In her BlogWell DC presentation, ConAgra Foods' Manager, PR/Social Media, Genevieve Mazzeo shares how they use social media to increase brand engagement.

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  • Not all ConAgra brands are executing robust, dynamic social media programsSome, we are just monitoring social chatterOthers have a presence on Facebook and/or TwitterSome have blogger outreach initiatives that turn on and off depending on the news of the daySome are extremely dynamicWe also have multi-brand initiativesHere are a few examples of our brand programs: Slim Jim – High engagement Healthy Choice – Medium/High engagement Peter Pan – Low engagement Orville Redenbacher’s – Medium on its way to high engagement
  • Transcript

    • 1.
    • 2. Using Social Media to Increase Brand Engagement, Identify Insights and Inform Business DecisionsBlogWell 2011
    • 3. Agenda
      Today we will cover how ConAgra Foods:
      • Manages different engagement levels across brand properties
      • 4. Defines its ecosystem across paid, earned and owned properties
      • 5. Two case studies:
      • 6. Slim Jim
      • 7. Healthy Choice
      • 8. Key Takeaway: With a smart, community-specific approach, social media can be used to build brand loyalty and drive results
      3
    • 9. Creating the Master plan
      DEFINING THE NEEDESTABLISHING THE GOAL
      4
    • 10. Achieving Relevance
      Break through the clutter and achieve relevance by:
      • Knowing your target consumer
      • 11. Engaging where they already are
      • 12. Being part of the larger conversation
      5
    • 13. Engagement Goals
      Thoughtfully elevate ConAgra Foods’ social media presences
      across brands in order to:
      Build positive brand reputation and loyalty
      Drive sustainable growth and product trial
      Deliver high-impact, insights-driven results on a consistent basis
      6
    • 14. ConAgra Foods
      7
    • 15. Different Community Engagement Levels
      • Robust Facebook page, with more than 300,000 connections, and active community engagement
      • 16. Recently launched Twitter profile that is gaining traction
      • 17. Strong partnership with WWE that contributes to valuable content for fans
      • 18. Active in the Twitter community, engaging with fans and retweeting accolades
      • 19. Regularly posts on growing Facebook page (70,000 connections)
      • 20. Growing, active Facebook community of 50,000 connections
      • 21. Not supported by outside media or promotions, but driven by organic growth
      • 22. Grew to a Facebook community of 20,000 connections in four months
      • 23. Benefited from innovative new products and promotions, supported by social media activations
      • 24. Supported by traditional PR push
      8
    • 25. Creating the Master plan
      THE ENGAGEMENT MODEL
      9
    • 26. ConAgra Foods Ecosystem
      advertising
      Rich Media Content
      Digital
      properties
      OWNED
      PAID
      Partnerships
      EMBASSIES
      Brand Facebook Pages include:
      EARNED
      Influencer engagement
      10
    • 27. activation
      SOCIAL MEDIA EXECUTIONS
      11
    • 28. Slim Jim Community Manager
      The Facebook community is very engaged, consisting of mainly males 13–29
      Slim Jim tailors the content on the page to the key target, posting updates around four key pillars of content:music, movies, gaming and sports
      The Slim Jim Facebook page experienced a high level of growth in a short period of time: from 100,000 to 280,000 connections in six months
      With the introduction of a Community Manger, the brand now has a consistent online and offline voice, is producing original content, and is having even more meaningful conversations with connections
      12
    • 29. The Results
      Within 30 days, Facebook page engagement increased significantly:
      • Post views increased by 307%
      • 30. Connection interaction increased by 199%
      • 31. “Likes” and comments increased by 222%
      • 32. Comments per status message increased by 174%
      Most engaging status message broke all ConAgra records within days of launch, with 767 comments and 239 “likes”
      A weekly Facebook video series of original content of five videos have received nearly 2,100 views
      The @SlimJim Twitter account, which launched with the Community Manager, and has received 4,437 mentions in the first 30 days
      13
    • 33. Healthy Choice Progressive Coupon℠ Offer
      Healthy Choice has been engaging with consumers on Facebook and Twitter for more than a year
      Coupons are commonly asked for and the brand doesn’t always have any to provide
      We know that incentivizing a community can lead to stronger brand loyalty and keep audiences engaged
      In the fall of 2010, the brand launched the Progressive Coupon℠ Offer
      14
    • 34. Healthy Choice Progressive Coupon℠ Offer
      • The concept was simple: The more people that joined the Facebook community, the higher the value of the coupon
      • 35. The competitive nature and shareability of the program encouraged the community to reach out their friends to join
      • 36. The brand was able to stimulate conversation around its new lunch Steaming Entrées
      15
    • 37. The Results
      At the end of the program, the Facebook community had grown from 6,000 fans to more than 62,000 – a 900% increase in two weeks
      More than 25,000 of these connections selected to receive the Healthy Choice newsletter – another tool for continued engagement
      Resulted in more than 21,000 coupon redemptions, a redemption percentage of more than 42% - eight times the results expected of a traditional direct mail coupon and twice the results expected of a digital coupon!
      Delivered three million organic and brand-driven impressions of Healthy Choice and the Progressive Coupon Offer within Facebook
      Increased the brand’s share of voice from 10% of total conversation about healthy frozen meals to 30.6% of total conversation
      The innovative nature of the program generated additional mainstream and trade news buzz
      16
    • 38. In Conclusion
      We’ve been able to elevate ConAgra Foods’ social media presences
      across brands, addressing our goals:
      Build positive brand reputation and loyalty:
      The Slim Jim Community Manager is a trusted friend to our target audience
      Drive sustainable growth and product trial:
      The Healthy Choice Progressive Coupon℠ Offer was able to leverage the natural shareability of Facebook and insights into the community to make a huge impact
      Deliver high-impact, insights-driven results on a consistent basis:
      Questions posed to the Healthy Choice community provided insights into usage of the brand that will help make future messaging and offers more relevant
      17
    • 39. QUESTIONS?
      18
    • 40. Contact Information
      Regina DeMars
      Director, Public Relations/Social Media
      • Twitter: ginadstyle
      • 41. Email: regina.demars@conagrafoods.com
      • 42. Phone: 402-240-6727
      19
    • 43. 20

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