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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. -- 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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February 10, 2009
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Oreo Cookies & Facebook
Fishing where the fish are…
8/11/10
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Once upon a time, brand URL was the primary IMC destination
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Now, it’s as likely to be Facebook
• New Ford F150 revealed on Facebook 7/29
Facebook has become the de facto brand destination
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Starbucks.com995k monthly uniques
Facebook.com/Starbucks
12MM fans to communicate with daily
Coca-Cola.com348k monthly uniques
Facebook.com/CocaCola
10MM fans to communicate with daily
Source: Quantcast.com
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Facebook as the place to “celebrate”
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Oreo brand’s leap into Facebook
• Brand page launched August ‘09 with 2.8MM fans (via migration of existing fan pages)
• 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
The Oreo fan page monthly growth
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• Early investment in the platform has lead to dramatic increases in growth in Q3
• Oreo’s fan page monthly growth is six times higher than the Facebook average
Source: Famecount.com
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Why Facebook & Oreo?
Reach Mom Where She Is
Moms spend nearly 20% of their online minutes on
Source: 360i analysis of @plan; January 2010
•22.5MM online•15MM in social media•2.9MM influencers
38.5% | 286
93.3% | 200
22.2% | 166
22.8% | 192
52.7% | 114
29.8% | 162
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Oreo Is A “Social” Cookie
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Source: http://www.famecount.com/
Oreo Digital Vision
• Vision– Continue to grow and enhance consumer
engagement within Facebook and other digital platforms
Driving Engagement
Source: June 1st – July 9th
•Focusing on brand love and our community i.e., Fan of the Week
Product Innovation
• Utilize Facebook fans and advocates to raise awareness of new products, including– Trial– Sampling
Facebook Tab
Promotional Communication
• User generated content and interaction via Facebook tab– Fans driven to tab via wall
communications (and digital banner ads)
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Integrating Facebook Into IMC
Golden DSRL - Q4 ‘09/Q1 ‘10
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Embedded video… ...product giveaways
…and fan interaction
• Double Stuf Racing League generatedsocial awareness & engagement
Valentine’s Day – Q1 ‘10
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Iconic print …to virtual valentine’s day cards…and virtual gifts
Summer Oreo & Milk – Q2 ‘10
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From iconic print…
…to online media
…that can be shared.
…to branded games
http://clients.360i.com/clients/Oreo/marcopolo/facebook/new/marco-polo.html
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So What?
So What?
• What does it mean?– Oreo has over 8.2MM Facebook fans who are open to
engaging in a dialogue (up from 5MM less than 2 months ago)– Fan engagement drives brand advocacy– Opportunity to utilize fans via “learning lab” environment– Global reach and communications
Making the most of the Oreo ecosystem
Broadcast
Oreo.comFacebook.com/Oreo
Twitter.com/Oreo
YouTube.com/Oreo
February 10, 2009
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Thank You and don’t forget to “Like”
Oreo!
www.facebook.com/oreo
[email protected]@BethYoReillyLinkedIn.com/beth-yohanan-reilly
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