Realtime NY 11 | June 6, 2011 | New York

Jason HartyDirector of Field & Interactive Marketing

Just in Time Social Media Marketing:

A Small Brand’s Use of Facebook & Twitter to Connect with New Consumers

Realtime NY 11 | June 6, 2011 | New York

@PretzelCrisps@JasonHarty

facebook.com/PretzelCrisps

Realtime NY 11 | June 6, 2011 | New York

Just in Time Social Media Marketing

Core StrategyBe a catalyst for conversation | Engagement = affinity

Social Sampling

Coupon Phenomenon

June ’10: 425 fans

1/1/11: 3,581 fans

Feb 23rd: 6,655 fans

March 15th: 14,236 fans

March 17th: 29,073 fans

Now: 60,000+ Fans

Social Sampling

Cloud of Conversation

Keyword Listening

Direct Messaging

Online meets offline for in-person engagement

Real-lifeParty Conversation

Fan/ Brand Online Engagement

Fans spread Brand Love

A Tweet in Orange County… traveled to LA

The Conversation Continued

@Mayhemstudios Followers Keep the Dialogue Going

Realtime NY 11 | June 6, 2011 | New York

Results

• New Fans (Feb – May): 54,448 (+818%)

• $1 Off Coupons printed: 10,000 Redeemed to-date: 8,347 (83%)

• BOGO Coupons Printed: 50,000 Redeemed to-date: 29,181 (58%)

Realtime NY 11 | June 6, 2011 | New York

Social Sampling Results (July ’10 – May ’11)

• Intercepts: 265

• Bags sampled:4,200

• Earned Media Impressions: 2,549,845

15

Top U.S. Food Markets: Coast to Coast GrowthMany Factors Contributing, Interactive Being One

Amazing growth in

top markets!

Realtime NY 11 | June 6, 2011 | New York

Find us in the Deli Section of your local grocery store!

… and your approach to Social Media Marketing