Digiday Brand Conference: The Jack Daniel’s Digital Story
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Hear how Jack Daniel's has created engagement and advocacy for the brand by creating great experiences through responsive design and social conversation. Moderator: Tom Troja, founder, Social Symphony @trojahorse Speakers: Carmen D'Ascendis, director of global marketing, Jack Daniel's Cordell Lawrence, global community manager, Jack Daniel's @cordell82
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Digiday Brand Conference: The Jack Daniel’s Digital Story
- 2. TELL STORIES
- 4. BE VISUAL
- 18. (FRIENDING) LIKES INCREASING 261% PER POST 10 Thousands Likes 9 8 7 6 Community 5 Manager Begins SS Archetype Posts Begin 4 3 2 1 0 May… Oct-… Nov… May… Jun-… Jun-… Apr-… Apr-… Aug… Sep-… Dec-… Jan-… Feb-… Mar… Jul-11 Jul-12
- 19. NON PAID IMPRESSIONS INCREASING 177% Millions 30 Impressions 25 20 15 10 5 0 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12
- 20. 3 SHARES INCREASED 3,192% PER POST Shares Thousands SHARES 2 2 Full Time 1 Community SS Archetype Posts Begin 1 0 May… Oct-… Nov… May… Jun-… Jun-… Apr-… Feb-… Apr-… Aug… Sep-… Dec-… Jan-… Mar… Jul-11 Jul-12
- 21. BEFORE SOCIAL ARCHETYPING™ Copyright - Social Symphony 2010 CONFIDENTIAL
- 22. AFTER SOCIAL ARCHETYPING™ Copyright - Social Symphony 2010
- 23. eMarketer
- 24. eMarketer NUMBERS TELL EVEN MORE Copyright - Social Symphony 2010 CONFIDENTIAL