1. The Two Most Powerful Allies
Public Relations + Social Media
Anna Lingeris
Brand PR & Consumer Engagement
@ahhnalin
alingeris@hersheys.com

2. We NEED to Talk…

3. Which one is Relationship Based?
Source: IRI… 3

4. 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….
4

5. Key to Relationships…. Communicate
5

6. Public Relations + Social
6

7. Why Hershey’s should create content?
1 2
Consumers crave content Content Improves Reach
Hershey’s has over 5 Million Fans
Sources are checked before +393MM
7.3 making a CPG grocery
purchase
incremental reach
Pieces of content are shared every month
(web links, news stories, posts, notes, photos)
3 4
Content Improves Visibility Content Can Fill the Gaps
Currently, engagement spikes at key
Hershey’s properties currently make up 9 of the points in the season/promotional schedule
10 first page Google Results. More content
means the potential to own the entire page
Engagement can be better sustained via
consistent content delivery
Source: http://blog.kissmetrics.com/facebook-statistics/, Google ZMOT study, Sysomos: “Smore” Social mentions

8. Consumers drive the conversation in social channels
1.1 million total Reese’s mentions
Key Themes by Channel
in the last 12 months
Forums Youtube Flickr 1% News 1%
4% 1% Besides brand affinity and recipes, themes on Twitter
Blogs 2% mainly revolve around pleasure versus guilt versus
craving for Reese’s
Facebook
13%
For Reese’s fans, Facebook serves as a place to share
their love for the brand, sharing food creations &
asking questions
Twitter Consumers used forums to share their experiences of
77% the chocolate – comparing and describing the taste,
when & how they were eating it
Majority of the conversation happens on Twitter, Most blogs discussing Reese’s revolved around baking
Facebook and Forums and sharing recipes
YouTube serves as a video review medium, a channel
to share recipes and watch past Reese’s commercials

9. Hershey’s Digital Ecosystem…P/E/O/S
• Online video • Websites (browser
• Banner ads and mobile
• Paid search optimized)
• Promotions/ • Hershey’s brand
STATIC
sponsorships sites
• Mobile ads Paid Owned
C
O
Consumer
N Takeaway
T
DYNAMIC
E Earned Shared
N • Traditional PR
• Blog outreach
• Social media
presence
T • Word-of-mouth • User-generated
• Influencer relations content
One Voice and One Experience
9 9

10. The Earned & Shared Elements = Social
10

11. Social Media Strategy
Influencers Content Experience
• Work with the right influencers • Increase reach by making • Make the Hershey’s brand
• No guessing; dig deep using the Hershey’s content the most experience engaging and
right analytics to determine real sharable and findable in online – meaningful for consumers
influence and create lots of it • “I look forward to seeing
• “The people I follow all seem to be • “It seems like everywhere I look, I’m Hershey’s in my news feed.”
talking about Hershey’s.” seeing Hershey’s.” • Adopt a “Fans First” mentality
• Analytics Drive Engagement • Build One Consumer Ecosystem • Empower consumers to
Strategy • Link, tag and syndicate content advocate, create, innovate
•Top influencers, right keywords, across all ten channels • Become “Fans of our Fans”
right channels, right timing • Show unexpected kindness to our
consumers (recognition &
respect)
Pilot, Learn, then Scale
11

12. How Content Supports Earned, Shared and
Owned Digital
Types Vehicles Attributes
Crafted
Crafted Valuable
Crafted Content is shared and Sharable
dispersed throughout various Example:
Hersheys.com Arresting
social and curated properties
Branded
Curated
Example:
Photo upload of
Contextual
Curated fan’s Reese’s Leveragable
outfit; highlighted Influential
on FB
Social trends and content Engaging
Social
become curated and eventually Informative
Social acted on by the brand from a Example:
Tweet from Integrated
crafted perspective
fan about Sharable
Kisses Cross Platform
Time
12

13. Content works to support the entire ecosystem to
earn efficiencies and extend presence
A piece of content
Example: Simple
Pleasures Video housed
Distributed via Shared Properties on OWNED
Hersheys.com
Pin the video Post the
video
Post the Tweet the
video video
Reposted/liked, reviewed and commented on & Posted on
OWNED Mobile
across Earned/Shared channels Sites
Promoted in Paid Media Simple Pleasures
Content reaches consumers through Paid,
Owned, Earned and Shared through multiple FB Sponsored
Paid Search Story/Ad
touch points; which then drives more content Promoted Tweets
creation and curation for Hershey’s Banners/Rich Media ads
13

15. 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

16. Twizzlers
Online Video
& Pre-roll Adaptive Web
Design
STATIC
Paid Owned
Rich Media Takeovers
Facebook
Mobile Game
Integration FourSquare
DYNAMIC
Tweets
Earned Shared
Flickr YouTube
Bloggers
Twitter
One Voice and One Experience
16

17. Experience 1st, Product 2nd
•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
•
17

18. S’mores
Online Video
Adaptive Web
& Pre-roll
Design
STATIC
Paid Owned
Tablet App
Integration
Facebok Promo
Rich Media Banners
DYNAMIC
Tweets
Earned Shared
Media Coverage Pinterest
Twitter
Board
UGC YouTube
Bloggers
One Voice and One Experience
18

19. Discussion…