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

2. Using Social Media to Increase Brand Engagement, Identify Insights and Inform Business DecisionsBlogWell 2011

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 results3

9. Creating the Master plan DEFINING THE NEEDESTABLISHING THE GOAL 4

11. Engaging where they already are

12. Being part of the larger conversation5

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

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 push8

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

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

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 Entrées15

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

41. Email: regina.demars@conagrafoods.com

42. Phone: 402-240-6727 19

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