BlogWell Seattle Case Study: Quaker Oats, presented by Barbara Liss

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In her BlogWell presentation, Quaker Oats' Director of Digital/New Media, Barbara Liss, shares how they introduced an iconic figure like Cap’n Crunch to social media (and vice versa).

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BlogWell Seattle Case Study: Quaker Oats, presented by Barbara Liss

  1. 2. Hitting the High Seas of Social Media The Journey of Cap ’ n Crunch on Facebook and Twitter
  2. 3. People Love the Cap ’ n
  3. 4. Calling for the Cap ’ n
  4. 5. The Cap ’ n Arrives… 2011: The Cap ’n has found land. He launched his next adventure on Facebook and Twitter for his adult fans
  5. 6. Immediate Community Response 43,751
  6. 7. Word of Mouth & Street Cred
  7. 8. The Rules of Engagement <ul><li>Find the Sweet Spot </li></ul><ul><li>Be the Cap ’ n </li></ul><ul><li>Talk to them </li></ul><ul><li>Experiment </li></ul><ul><li>Use what you have </li></ul>
  8. 9. Be ‘ Human ’ Many brand mascots have found a home on Facebook…
  9. 10. The Cap ’n Speaks But the Cap’n is one of the few to use his own voice vs. that of a brand
  10. 11. Talk to Them: value their opinion
  11. 12. Experiment <ul><li>Results from local posts </li></ul><ul><li>3% Feedback score average   </li></ul><ul><li>6.78% - Highest feedback score on a geo post during that time period  </li></ul>
  12. 13. Use What you Have
  13. 14. The Rules of Engagement <ul><li>Be ‘ human ’ / Be the Cap ’ n </li></ul><ul><li>Talk to them </li></ul><ul><li>Experiment </li></ul><ul><li>Use what you have </li></ul><ul><li>Find the Sweet Spot </li></ul>
  14. 15. The Cap ’ n Has Been Busy <ul><li>Avg. 7 Facebook Posts per week, with an average of 78 Cap ’ n comments in the comment stream </li></ul><ul><li>Average of 57 Tweets per day, including an average of 22 @ replies </li></ul>
  15. 16. It Takes Two (to make a thing go right)
  16. 17. The Results: Social (can) = Sales
  17. 18. What’s ahead <ul><li>Grow the community </li></ul><ul><li>Increase the investment </li></ul><ul><li>Go 360 </li></ul>
  18. 19. Questions? [email_address] / @chicagobliss / @realcapncrunch

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