Insights to Little Debbie's "A Million Smiles" Social Media Campaign, as presented by Emily Barnett at the Social Media Alliance of Chattanooga's Luncheon on 5/18/11.

1. LITTLE DEBBIE
SOCIAL MEDIA
Emily Barnett
emily.barnett@mckee.com
@ejbarnett
@littledebbie
SMAC 5.18.11

2. Facebook

3. Million Smile Mission Campaign
 Reach 1MM “likes” on FB
 Add consumer photos to mosaic
 Consumer sweepstakes
 Mobile Tour (Northeast & West Coast)

4. LittleDebbieMission.com

5. Facebook Data

6. Special Holidays
 May is National Strawberry Month
 April 5 is National Caramel Day
 March 18 is National Oatmeal Cookie Day
 thenibble.com (food holidays)
 holidayinsights.com

7. Facebook Polls
6,406 votes
6,437 votes

8. Seasonal Updates/Product
Launches

9. Recipes

10. Facebook Partners

11. Facebook Ad Recall 10% Higher
Top 10 Social Network Sites
by U.S. Market Share of Visits (%), March 2011
Source: Experian Hitwise Ad recall higher than standard homepage ad
Nielsen analyzed fourteen Facebook ad campaigns, and
Facebook 64.2%
found that consumers who were exposed to a standard
YouTube 19.6% homepage ad on Facebook had 10% higher ad recall,
MySpace 1.4% 4% higher brand awareness and 2% higher purchase
Yahoo! Answers
intent than consumers who were not exposed. When a
1.2%
Facebook homepage ad features social context (i.e., the
Twitter 1.1%
ad includes a list of people on the viewer’s “friend list”
Tagged 0.8%
who are registered fans of the brand or product), the
myYearbook 0.4% increase in recall, awareness and purchase intent
Linkedin 0.4% compared to non-exposed consumers is substantially
higher than that caused by standard Facebook
Mylife 0.4%
homepage ads.
Club Penguin 0.3%
The Marketing Data Box
11

12. Newsflash

13. Twitter

14. Twitter
Source: Radian6

15. Twitter
Blogger
outreach
Twitter
party
Twitter
party

16. Bloggers

17. Helpful Sites

18. LITTLE DEBBIE
SOCIAL MEDIA
Emily Barnett
emily.barnett@mckee.com
@ejbarnett
@littledebbie
SMAC 5.18.11