Snickers: Are You Yourself Today?

Patrick SmithGrace BodeyFawn Hallum

Jenna Bremer

A Chocolaty History

• Mars Inc.: 1930• Variations galore– Maple, Spread, Hard, Adventure Bar

• Campaigns that give them $2 billion/yr– Not Going Anywhere for a While?– Superbowl commercials – Mr. T “Get Some Nuts” series– You’re Not You When You’re Hungry

Audit

Online Presence

• Well-developed online presence– Snickers Home Page: http://snickers.com – Facebook: https://www.facebook.com/snickers– Twitter: https://twitter.com/snickers – YouTube: http://www.youtube.com/snickers

• Observed from Nov. 25 – Dec. 1 • Key messages: “make everyday life more fun”,

“find joy in the simple things”, and “let’s all just be friends [who eat Snickers].”

Home Page

• Promo ads/pics • Fan submissions

Home Page Advertising

• Comedic videos• Product info

Demeanor Portrayed• Personality: fun and casual!

Home Page Evaluation

• Irregular posting (last post is Halloween-themed)• Contains suitable amount of:– Customer opinion– Product information– Links to other sites

• http://tinyurl.com/997twxv

Facebook Presence

• 5 million Likes– 38, 097 new Likes in 1 week

• Audience age: 18-24 • Witty syntax based off current slogan• Pays attention to basic culture trends• Content: product advertising– Lots of pictures, but none from customers

Holiday Timeline Photo

Snickering on Twitter

• 7,925 followers and 1-6 tweets/day• Casual voice that incorporates slogan• Almost same content as Facebook• Engaging customer questions that AREN’T

about Snickers garner the most results

Attention to Trends

Listening and Monitoring

Redundant to Customers

• Twitter has same content as Facebook• Lack of customer response on Twitter• Consistency: amount varies and when they

will most it varies greatly– They do post on Facebook/Twitter every day

• Basic message: slogan• YouTube: what’s the point if you aren’t going

to update it?

Redundancy Example

Customer Response• Amazing feedback on current campaign

despite initial scrutiny– Celebrity sponsorship by model and footballer

• Halloween: 68% of SM candy mentions

Recent Customer Mentions

• Many mentions aren’t of the company

• Majority of product mentions are positive

The Numbers

• Facebook Analytics, Social Mention, Kurrently, and Who’s Talkin: all used/compared

• Twitter photos with #Snickers hash tags were mostly of pets and people posing with them

• Customers see them post something new at least once a day

Relatable Trends

• Trends like football games and holiday shopping were incorporated – “Disarm shoppers by carrying a Snickers.”

• No-Shave November– Mustached candy bars w/ voting for best one

• Cocoa sustainability at Halloween– $30 million commitment

• Complaints met with genuine concern

Strategy

The Grade• B+• Good at: Campaign variety, complaint

response, product courage, design• The Plan: – socially-engaging campaigns– rally fans (age and kind) from more social sites– build trust

Problems That Need Fixing• Dead Tweets• Dead Home Page• Repetition• Fun, casual robot: no connection• People to be reached:– Ages 18-35– Active people (lots of male marketing) who travel– Busy people who need a quick hunger fix

How to Fix It• Dead Tweets– Differentiation between Twitter and Facebook• Content unique to one site versus blanketing

– Push harder for customer replies• hash tags for holiday season/sports: brand awareness

– Gender specificity edging out female market?– GOAL: about 21 tweets/wk = about 3 dead tweets• If you tweet 6, then no more than 1 should be dead.• If you tweet once, it shouldn’t be dead. • TIMELINE: within a few weeks

How to Fix It• Dead Home Page– Share customer content when given it

• Could help engage on Twitter, too!• Don’t get lost in the adorable pet pictures!• Fan creations (photos, recipes, etc.)

– About section that’s isn’t advertising?– More robust YouTube: use fan vids!

• Build brand trust

– GOAL: update above the scroll at least once a week• New article, funny story: share on Twitter/Facebook!• TIMELINE: right away

How to Fix It• Repetition• Official Pinterest and Instagram account = more content

– Encourage evangelism, traffic

• Social features are often broken– Bad comments clog feed– Social games: more interactive (robot syndrome)

• Content unique to certain websites: attract fans from various platforms

– GOAL: they must have different wording for every post even if it’s same content• Include customer stories as secondary advertising• TIMELINE: within a few weeks

How to Fix It

• Becoming Human– More charitable activity– Responding to more than just complaints– Trigger conversations instead of talking at them– GOAL: retweet and share customer content• company employee involvement• Open-ended statuses and tweets = responses• TIMELINE: two months

The End• Keep your attitude• Put more effort in• Build some relationships• Satisfy the hunger for food AND conversation