How Ben & Jerry’s translate brand values into social content - Community Conference 2014

2,595 views

Published on

Mike Hayes and Jay Curley from the global marketing team at Ben & Jerry's spoke at Community Conference in Copenhagen April 3rd 2014 about how Ben & Jerry's use their core brand values to produce great content for their social channels.

Community Conference is organised by Seismonaut. www.communityconference.dk

Published in: Social Media
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,595
On SlideShare
0
From Embeds
0
Number of Embeds
71
Actions
Shares
0
Downloads
49
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

How Ben & Jerry’s translate brand values into social content - Community Conference 2014

  1. 1. Translating Brand Values into Social Content & Community Jay Curley @jaycurley Mike Hayes @hayesBTV Ben & Jerry’s @benandjerrys April 2014
  2. 2. One Day in the Yukon
  3. 3. One Day in the Yukon
  4. 4. It’s all about Creating & Celebrating COMMUNITY • Who we are • How we think about community • How our business model effects social media • A few examples of how we bring this life • Where we’re heading
  5. 5. Our Business Model: Linked Prosperity
  6. 6. “Ben & Jerry’s is not a Brand. It’s a Company with a set of values that connects with people, on a soul-based level, creating a stronger connection with people, resulting in deeper long-term loyalties.” -Ben Cohen
  7. 7. What We Talk About Fans Fun Flavors Values
  8. 8. Flavors
  9. 9. Values
  10. 10. Fun
  11. 11. Fans
  12. 12. Content + Information Content + Information Content Pillars Stories + Information
  13. 13. BenJerry.com
  14. 14. Fans spend 20% more than non-fans Non-fans drive 99% of your sales volume
  15. 15. Data: •  Targeting •  Social Metrics •  Brand Metrics •  Sales Lift Content: •  Optimized for Channel •  Bold Imagery •  Strong Copy •  Cohesive Messaging
  16. 16. 6.1M Engagements 7.4M Engagements 380k Followers
  17. 17. 7.3 Million Fans Globally 2 Million Fans in both the US and UK 2.8 Million Engagements in the US
  18. 18. 18.6 Million Impressions 10.3 Million People Reached 526k Total Engagements
  19. 19. 4.9 Million Impressions 62k Total Engagements
  20. 20. Truck Tour
  21. 21. Truck Tour
  22. 22. Our Tone Of Voice
  23. 23. Our Visual Content Style Guide
  24. 24. What we’ve learned •  Be true to who you are as a company •  Understand, respect & celebrate the community •  Provide REAL value
  25. 25. Appendix
  26. 26. City Churned
  27. 27. Social .com Experiential
  28. 28. Valentine’s Day
  29. 29. Personalized Valentine’s Day ice cream cakes were delivered in Boston, San Francisco, NYC to influencers and unsuspecting fans. 14 cakes were delivered to influencers, 22 cakes to fans, for a total of 36 cake deliveries!
  30. 30. Classic Flavors

×