BlogWell Chicago Social Media Case Study: Kraft Foods, presented by Beth Reilly

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In her BlogWell case study, "How Oreo Learned to Fish Where the Fish Are," Kraft Foods' Digital and Social Marketing Lead, Beth Reilly, shared how they're getting off their corporate website to find their fans. -- BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/blogwell/ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: gaspedal.com and socialmedia.org

February 10, 2009 2 Oreo Cookies & FacebookFishing where the fish are… 8/11/10

Now, it’s as likely to be Facebook 4 ,[object Object],[object Object]

Oreo created a single focus for all IMC efforts, with a signoff explicitly driving consumers to Facebook

Oreo Facebook fans today at 8.2MM, and adding tens of thousands of fans daily

International opportunities abound, with targeted messages to our large ex-US community7

The Oreo fan page monthly growth 8 ,[object Object]

Oreo’s fan page monthly growth is six times higher than the Facebook averageSource: Famecount.com

Reach Mom Where She Is Moms spend nearly 20% of their online minutes on Facebook 38.5% | 286 22.8% | 192 93.3% | 200 ,[object Object]

2.9MM influencers22.2% | 166 52.7% | 114 Source: 360i analysis of @plan; January 2010 29.8% | 162 10

Oreo Is A “Social” Cookie Source: http://www.famecount.com/ 11

Oreo Digital Vision Vision Continue to grow and enhance consumer engagement within Facebook and other digital platforms

Driving Engagement ,[object Object],Source: June 1st – July 9th

Product Innovation Utilize Facebook fans and advocates to raise awareness of new products, including Trial Sampling Facebook Tab

Promotional Communication ,[object Object]

Fans driven to tab via wall communications (and digital banner ads),[object Object]

Golden DSRL - Q4 ‘09/Q1 ‘10 ,[object Object], social awareness & engagement Embedded video… ...product giveaways …and fan interaction 17

Valentine’s Day – Q1 ‘10 …to virtual valentine’s day cards Iconic print …and virtual gifts 18

Summer Oreo & Milk – Q2 ‘10 …to online media From iconic print… …to branded games …that can be shared. http://clients.360i.com/clients/Oreo/marcopolo/facebook/new/marco-polo.html 19

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