Listening
GOAL = LOYALTY
Measures of success•  Positive social mentions•  Interactions with posted content•  Referral visits to website
Home base
Outposts
Listening & responding
Participating & Storytelling
No-Stir launch
No-Stir launch
Measures of success•  Positive social mentions•  Interactions with posted content•  Referral visits to website
Social Mentions  Jan
   Feb
   Mar
   Apr
   May
   Jun
   Jul
   Aug
   Sep
   Oct
   Nov
   Dec

Interactions          Twitter                              FacebookQ1   Q2     Q3      Q4     Q1        Q1   Q2      Q3   ...
Top Referring Sites – 2011 YTD             facebook.com        peanutallergy.com    simplygluten-free.com  kidswithfoodall...
What’s next?•  More social elements on SunButter.com•  Blogger relationship program•  More opportunities for fans to parti...
Social Media Case Study: SunButter
Social Media Case Study: SunButter
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Social Media Case Study: SunButter

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Social media in action: See how SunButter sunflower seed spread uses a solid strategy and tools like a blog, Facebook page, and Twitter account to turn its fans into advocates.

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Social Media Case Study: SunButter

  1. 1. Listening
  2. 2. GOAL = LOYALTY
  3. 3. Measures of success•  Positive social mentions•  Interactions with posted content•  Referral visits to website
  4. 4. Home base
  5. 5. Outposts
  6. 6. Listening & responding
  7. 7. Participating & Storytelling
  8. 8. No-Stir launch
  9. 9. No-Stir launch
  10. 10. Measures of success•  Positive social mentions•  Interactions with posted content•  Referral visits to website
  11. 11. Social Mentions Jan
 Feb
 Mar
 Apr
 May
 Jun
 Jul
 Aug
 Sep
 Oct
 Nov
 Dec

  12. 12. Interactions Twitter FacebookQ1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Followers Fans Mentions Interactions
  13. 13. Top Referring Sites – 2011 YTD facebook.com peanutallergy.com simplygluten-free.com kidswithfoodallergies.org apps.facebook.com elanaspantry.com redriv.com whole9life.com swagbucks.com google.com
  14. 14. What’s next?•  More social elements on SunButter.com•  Blogger relationship program•  More opportunities for fans to participate

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