How Ben & Jerry’s translate brand values into social content - Community Conference 2014
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Mike Hayes and Jay Curley from the global marketing team at Ben & Jerry's spoke at Community Conference in Copenhagen April 3rd 2014 about how Ben & Jerry's use their core brand values to produce great content for their social channels. Community Conference is organised by Seismonaut. www.communityconference.dk
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How Ben & Jerry’s translate brand values into social content - Community Conference 2014
- 1. Translating Brand Values into Social Content & Community Jay Curley @jaycurley Mike Hayes @hayesBTV Ben & Jerry’s @benandjerrys April 2014
- 3. One Day in the Yukon
- 6. One Day in the Yukon
- 7. It’s all about Creating & Celebrating COMMUNITY • Who we are • How we think about community • How our business model effects social media • A few examples of how we bring this life • Where we’re heading
- 10. Our Business Model: Linked Prosperity
- 11. “Ben & Jerry’s is not a Brand. It’s a Company with a set of values that connects with people, on a soul-based level, creating a stronger connection with people, resulting in deeper long-term loyalties.” -Ben Cohen
- 12. What We Talk About Fans Fun Flavors Values
- 13. Flavors
- 14. Values
- 15. Fun
- 16. Fans
- 20. BenJerry.com
- 21. Fans spend 20% more than non-fans Non-fans drive 99% of your sales volume
- 23. Data: • Targeting • Social Metrics • Brand Metrics • Sales Lift Content: • Optimized for Channel • Bold Imagery • Strong Copy • Cohesive Messaging
- 33. 7.3 Million Fans Globally 2 Million Fans in both the US and UK 2.8 Million Engagements in the US
- 43. Truck Tour
- 44. Truck Tour
- 47. Our Tone Of Voice
- 48. Our Visual Content Style Guide
- 49. What we’ve learned • Be true to who you are as a company • Understand, respect & celebrate the community • Provide REAL value
- 51. Appendix
- 52. City Churned
- 54. Valentine’s Day
- 55. Personalized Valentine’s Day ice cream cakes were delivered in Boston, San Francisco, NYC to influencers and unsuspecting fans. 14 cakes were delivered to influencers, 22 cakes to fans, for a total of 36 cake deliveries!
- 56. Classic Flavors