1<br />
February 10, 2009<br />2<br />Oreo Cookies & FacebookFishing where the fish are…<br />8/11/10<br />
Once upon a time, brand URL was the primary IMC destination<br />3<br />
Now, it’s as likely to be Facebook<br />4<br /><ul><li> New Ford F150 revealed on Facebook 7/29</li></li></ul><li>Facebook...
6<br />Facebook as the place to “celebrate”<br />
Oreo brand’s leap into Facebook  <br /><ul><li>Brand page launched August ‘09 with 2.8MM fans (via migration of existing f...
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</li></ul>7<br />
The Oreo fan page monthly growth<br />8<br /><ul><li>Early investment in the platform has lead to dramatic increases in gr...
Oreo’s fan page monthly growth is six times higher than the Facebook average</li></ul>Source: Famecount.com<br />
Why Facebook & Oreo? <br />9<br />
Reach Mom Where She Is<br />Moms spend nearly 20% of their online minutes on Facebook<br />38.5% | 286<br />22.8% | 192<br...
15MM in social media
2.9MM influencers</li></ul>22.2% | 166<br />52.7% | 114<br />Source: 360i analysis of @plan; January 2010<br />29.8% | 162...
Oreo Is A “Social” Cookie<br />Source: http://www.famecount.com/<br />11<br />
Oreo Digital Vision<br />Vision<br />Continue to grow and enhance consumer engagement within Facebook and other digital pl...
Driving Engagement<br /><ul><li>Focusing on brand love and our community i.e., Fan of the Week</li></ul>Source: June 1st –...
Product Innovation<br />Utilize Facebook fans and advocates to raise awareness of new products, including<br />Trial<br />...
Promotional Communication<br /><ul><li>User generated content and interaction via Facebook tab
Fans driven to tab via wall communications (and digital banner ads)</li></li></ul><li>Integrating Facebook Into IMC<br />1...
Golden DSRL - Q4 ‘09/Q1 ‘10<br /><ul><li>Double StufRacing League generated</li></ul>	social awareness & engagement<br />E...
Valentine’s Day – Q1 ‘10<br />…to virtual valentine’s day cards<br />Iconic print<br />…and virtual gifts<br />18<br />
Summer Oreo & Milk – Q2 ‘10 <br />…to online media<br />From iconic print…<br />…to branded games <br />…that can be share...
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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 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

    1. 1. 1<br />
    2. 2. February 10, 2009<br />2<br />Oreo Cookies & FacebookFishing where the fish are…<br />8/11/10<br />
    3. 3. Once upon a time, brand URL was the primary IMC destination<br />3<br />
    4. 4. Now, it’s as likely to be Facebook<br />4<br /><ul><li> New Ford F150 revealed on Facebook 7/29</li></li></ul><li>Facebook has become the de facto brand destination <br />5<br />Starbucks.com<br />995k monthly uniques<br />Facebook.com/Starbucks<br />12MMfans to communicate with daily<br />Coca-Cola.com<br />348k monthly uniques<br />Facebook.com/CocaCola<br />10MMfans to communicate with daily<br />Source: Quantcast.com<br />
    5. 5. 6<br />Facebook as the place to “celebrate”<br />
    6. 6. Oreo brand’s leap into Facebook <br /><ul><li>Brand page launched August ‘09 with 2.8MM fans (via migration of existing fan pages)
    7. 7. Oreo created a single focus for all IMC efforts, with a signoff explicitly driving consumers to Facebook
    8. 8. Oreo Facebook fans today at 8.2MM, and adding tens of thousands of fans daily
    9. 9. International opportunities abound, with targeted messages to our large ex-US community</li></ul>7<br />
    10. 10. The Oreo fan page monthly growth<br />8<br /><ul><li>Early investment in the platform has lead to dramatic increases in growth in Q3
    11. 11. Oreo’s fan page monthly growth is six times higher than the Facebook average</li></ul>Source: Famecount.com<br />
    12. 12. Why Facebook & Oreo? <br />9<br />
    13. 13. Reach Mom Where She Is<br />Moms spend nearly 20% of their online minutes on Facebook<br />38.5% | 286<br />22.8% | 192<br />93.3% | 200<br /><ul><li>22.5MM online
    14. 14. 15MM in social media
    15. 15. 2.9MM influencers</li></ul>22.2% | 166<br />52.7% | 114<br />Source: 360i analysis of @plan; January 2010<br />29.8% | 162<br />10<br />
    16. 16. Oreo Is A “Social” Cookie<br />Source: http://www.famecount.com/<br />11<br />
    17. 17. Oreo Digital Vision<br />Vision<br />Continue to grow and enhance consumer engagement within Facebook and other digital platforms <br />
    18. 18. Driving Engagement<br /><ul><li>Focusing on brand love and our community i.e., Fan of the Week</li></ul>Source: June 1st – July 9th<br />
    19. 19. Product Innovation<br />Utilize Facebook fans and advocates to raise awareness of new products, including<br />Trial<br />Sampling<br />Facebook Tab<br />
    20. 20. Promotional Communication<br /><ul><li>User generated content and interaction via Facebook tab
    21. 21. Fans driven to tab via wall communications (and digital banner ads)</li></li></ul><li>Integrating Facebook Into IMC<br />16<br />
    22. 22. Golden DSRL - Q4 ‘09/Q1 ‘10<br /><ul><li>Double StufRacing League generated</li></ul> social awareness & engagement<br />Embedded video…<br />...product giveaways<br />…and fan interaction<br />17<br />
    23. 23. Valentine’s Day – Q1 ‘10<br />…to virtual valentine’s day cards<br />Iconic print<br />…and virtual gifts<br />18<br />
    24. 24. Summer Oreo & Milk – Q2 ‘10 <br />…to online media<br />From iconic print…<br />…to branded games <br />…that can be shared.<br />http://clients.360i.com/clients/Oreo/marcopolo/facebook/new/marco-polo.html <br />19<br />
    25. 25. So What?<br />20<br />
    26. 26. So What?<br />What does it mean?<br />Oreo has over 8.2MM Facebook fans who are open to engaging in a dialogue (up from 5MM less than 2 months ago)<br />Fan engagement drives brand advocacy<br />Opportunity to utilize fans via “learning lab” environment<br />Global reach and communications<br />
    27. 27. Making the most of the Oreo ecosystem<br />Facebook.com/Oreo<br />Oreo.com<br />Twitter.com/Oreo<br />Broadcast<br />YouTube.com/Oreo<br />
    28. 28. 23<br />Thank You and don’t forget to “Like” Oreo!<br />www.facebook.com/oreo<br />Beth.reilly@kraft.com<br />@BethYoReilly<br />LinkedIn.com/beth-yohanan-reilly<br />February 10, 2009<br />
    29. 29. 24<br />

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