The Two Most Powerful AlliesPublic Relations + Social Media

Anna LingerisBrand PR & Consumer Engagement@ahhnalinalingeris@hersheys.com

We NEED to Talk…

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Which one is Relationship Based?

Source: IRI…

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Key Messages

PR + social media ARE powerful allies

Together = content engine

Relationship-based

Deliver:

– Content quality

– Effective story telling

– Ability to build relationships (online/offline)

– Constant creativity

– Willingness to change and adapt

• ….all core foundations of “GREAT” PR Pros….

Key to Relationships…. Communicate

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Public Relations + Social

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Why Hershey’s should create content?

+393MM incremental reach

Pieces of content are shared every month(web links, news stories, posts, notes, photos)

Hershey’s has over 5 Million Fans

Content Improves Reach

Content Improves VisibilityHershey’s properties currently make up 9 of the

10 first page Google Results. More content means the potential to own the entire page

Consumers crave content

Sources are checked before making a CPG grocery purchase

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Content Can Fill the Gaps

Engagement can be better sustained via consistent content delivery

Currently, engagement spikes at key points in the season/promotional schedule

Source: http://blog.kissmetrics.com/facebook-statistics/, Google ZMOT study, Sysomos: “Smore” Social mentions

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Consumers drive the conversation in social channels

Blogs 2%

Twitter 77%

Facebook 13%

Forums 4% Youtube 1% Flickr 1% News 1%

1.1 million total Reese’s mentions in the last 12 months

Majority of the conversation happens on Twitter, Facebook and Forums

Key Themes by Channel

Besides brand affinity and recipes, themes on Twitter mainly revolve around pleasure versus guilt versus craving for Reese’s

For Reese’s fans, Facebook serves as a place to share their love for the brand, sharing food creations & asking questions

Consumers used forums to share their experiences of the chocolate – comparing and describing the taste, when & how they were eating it

Most blogs discussing Reese’s revolved around baking and sharing recipes

YouTube serves as a video review medium, a channel to share recipes and watch past Reese’s commercials

• Social media presence

• User-generated content

• Traditional PR• Blog outreach• Word-of-mouth• Influencer relations

• Websites (browser and mobile optimized)

• Hershey’s brand sites

• Online video• Banner ads• Paid search• Promotions/

sponsorships• Mobile ads Paid

Owned

Shared

Earned

STA

TIC

DY

NA

MIC

One Voice and One Experience

Consumer Takeaway

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CONTENT

Hershey’s Digital Ecosystem…P/E/O/S

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The Earned & Shared Elements = Social

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Social Media Strategy

Influencers Content Experience

• Work with the right influencers• No guessing; dig deep using the

right analytics to determine real influence

• “The people I follow all seem to be talking about Hershey’s.”

• Analytics Drive Engagement Strategy• Top influencers, right keywords,

right channels, right timing

• Increase reach by making Hershey’s content the most sharable and findable in online – and create lots of it• “It seems like everywhere I look,

I’m seeing Hershey’s.”• Build One Consumer Ecosystem

• Link, tag and syndicate content across all ten channels

• Make the Hershey’s brand experience engaging and meaningful for consumers

• “I look forward to seeing Hershey’s in my news feed.”

• Adopt a “Fans First” mentality• Empower consumers to

advocate, create, innovate• Become “Fans of our Fans”

• Show unexpected kindness to our consumers (recognition & respect)

Pilot, Learn, then Scale

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How Content Supports Earned, Shared and Owned Digital

VehiclesTypes

Crafted

Curated

Social

Time

Crafted Content is shared and dispersed throughout various social and curated properties

Social trends and content become curated and eventually

acted on by the brand from a crafted perspective

ValuableSharableArrestingBranded

ContextualLeveragableInfluential

EngagingInformativeIntegratedSharable

Cross Platform

Attributes

Crafted

Curated

Social

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Example:Hersheys.com

Example:Photo upload of fan’s Reese’s outfit; highlighted on FB

Example:Tweet from fan about Kisses

Content works to support the entire ecosystem to earn efficiencies and extend presence

A piece of contentExample: Simple

Pleasures Video housed on OWNED

Hersheys.com

Reposted/liked, reviewed and commented on across Earned/Shared channels

Distributed via Shared Properties

Tweet the video

Post the video

Pin the video

Post thevideo

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Promoted in Paid Media Simple Pleasures

FB Sponsored Story/Ad

Promoted Tweets

Paid Search

Banners/Rich Media ads

& Posted on OWNED Mobile

Sites

Content reaches consumers through Paid, Owned, Earned and Shared through multiple touch points; which then drives more content

creation and curation for Hershey’s

Social Media Summary and Highlights• In the first 90 days, social media activity,

including tweets, blog posts, Facebook public posts, images, forum posts / responses and video mentions, increased by 35.8%

• Common words used include #roadtrip, #twists, #Twizzlers, #4sq and #blogher11

• Total summary of activity from May 15 to September 4, 2011*

– 2,361 Tweets – 766 Blog Posts – 734 Facebook Updates – 183 Forum Posts – 14 Video Mentions

• Social media activity from or conversation with traveling families

– 713 Tweets – 111 Blog Posts – 39 Facebook Updates– 8 Video Mentions

• @Twizzlers Summary– 2,361 Mentions on Twitter – 404 uses of #Twizzlers Hashtag – 151 Tweets from or mentions of @Twizzlers

*Note: Keywords include topics in association with Landmark Summer, Twizzlers and Traveling Families

2011 PR Program Recap – Twizzlers Landmark Summer – Page 2

Paid

Owned

Shared

Earned

Twizzlers

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One Voice and One Experience

STA

TIC

DY

NA

MICTweets

Mobile Game Integration

Online Video & Pre-roll

Facebook

YouTube

FourSquare

Flickr

TwitterBloggers

Adaptive WebDesign

Rich Media Takeovers

Experience 1st, Product 2nd

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• 1,300 suite visitors • 150+ blog posts* • 1,110 #smores Tweets

• Collective Twitter following = 4.9MM

• 1,650+ photo uploaded to Flickr• 1,400 Flickr page views• 14,000+ stories•

Paid

Owned

Shared

Earned

STA

TIC

DY

NA

MIC

S’mores

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One Voice and One Experience

Online Video & Pre-roll

Tablet AppIntegration

Rich Media Banners

Adaptive WebDesign

Facebok Promo

Pinterest Board

Tweets

Media Coverage

UGC

Bloggers

YouTube

Twitter

Discussion…