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Jason Harty, Pretzel Crisps at #RLTM NY 11

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Jason Harty, Pretzel Crisps at #RLTM NY 11

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

Editor's Notes

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

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