Using Social Media to Increase Brand Engagement, Identify Insights and Inform Business Decisions

BlogWell 2011

Agenda

Today we will cover how ConAgra Foods:• Manages different engagement levels across brand

properties • Defines its ecosystem across paid, earned and

owned properties• Two case studies:

Slim Jim Healthy Choice

• Key Takeaway: With a smart, community-specific approach, social media can be used to build brand loyalty and drive results

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CREATING THE MASTER PLAN

DEFINING THE NEEDESTABLISHING THE GOAL

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ACHIEVING RELEVANCE

Break through the clutter and achieve relevance by:Knowing your target consumerEngaging where they already areBeing part of the larger conversation

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Thoughtfully elevate ConAgra Foods’ social media presences across brands in order to:

Drive sustainable growth and product trial

Deliver high-impact, insights-driven results on a consistent basis

Build positive brand reputation and loyalty

Engagement Goals

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ConAgra Foods

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• Robust Facebook page, with more than 300,000 connections, and active community engagement• Recently launched

Twitter profile that is gaining traction• Strong partnership

with WWE that contributes to valuable content for fans

•Active in the Twitter community, engaging with fans and retweeting accolades• Regularly posts on

growing Facebook page (70,000 connections)

•Growing, active Facebook community of 50,000 connections•Not supported by

outside media or promotions, but driven by organic growth

•Grew to a Facebook community of 20,000 connections in four months• Benefited from

innovative new products and promotions, supported by social media activations• Supported by

traditional PR push

Different Community Engagement Levels

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CREATING THE MASTER PLAN

THE ENGAGEMENT MODEL

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ConAgra Foods Ecosystem

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INFLUENCER ENGAGEMENT

OWNED PAID

EARNED

PARTNERSHIPS

RICH MEDIA CONTENT DIGITAL

PROPERTIES ADVERTISING

EMBASSIES

Brand Facebook Pages include:

ACTIVATIONSOCIAL MEDIA EXECUTIONS

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The Slim Jim Facebook page experienced a high level of growth in a short period of time: from 100,000 to 280,000

connections in six months

The Facebook community is very engaged, consisting of mainly males 13–29

Slim Jim tailors the content on the page to the key target, posting updates around four key pillars of content:

music, movies, gaming and sports

With the introduction of a Community Manger, the brand now has a

consistent online and offline voice, is producing original content, and is

having even more meaningful conversations with connections

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Slim Jim Community Manager

Most engaging status message broke all ConAgra records within days of launch, with 767 comments and 239 “likes”

Within 30 days, Facebook page engagement increased significantly:

• Post views increased by 307%• Connection interaction increased by 199%• “Likes” and comments increased by 222%• Comments per status message increased by 174%

A weekly Facebook video series of original content of five videos have received nearly 2,100 views

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The Results

The @SlimJim Twitter account, which launched with the Community Manager, and has received 4,437 mentions in

the first 30 days

Healthy Choice has been engaging with consumers on Facebook and Twitter for more than a year

Coupons are commonly asked for and the brand doesn’t always have any to provide

We know that incentivizing a community can lead to stronger brand loyalty and keep audiences engaged

In the fall of 2010, the brand launched the Progressive Coupon℠ Offer

Healthy Choice Progressive Coupon℠ Offer

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• The concept was simple: The more people that joined the Facebook community, the higher the value of the coupon

• The competitive nature and shareability of the program encouraged the community to reach out their friends to join

• The brand was able to stimulate conversation around its new lunch Steaming Entrées

Healthy Choice Progressive Coupon℠ Offer

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At the end of the program, the Facebook community had grown from 6,000 fans to more than 62,000 – a 900% increase

in two weeks

More than 25,000 of these connections selected to receive the Healthy Choice newsletter – another tool for continued

engagement

Resulted in more than 21,000 coupon redemptions, a redemption percentage of more than 42% - eight times the

results expected of a traditional direct mail coupon and twice the results expected of a digital coupon!

The innovative nature of the program generated additional mainstream and trade news buzz

The Results

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Delivered three million organic and brand-driven impressions of Healthy Choice and the Progressive Coupon

Offer within Facebook

Increased the brand’s share of voice from 10% of total conversation about healthy frozen meals to 30.6% of total

conversation

We’ve been able to elevate ConAgra Foods’ social media presences across brands, addressing our goals:

Deliver high-impact, insights-driven results on a consistent basis:Questions posed to the Healthy Choice community provided insights into usage of

the brand that will help make future messaging and offers more relevant

Drive sustainable growth and product trial:The Healthy Choice Progressive Coupon℠ Offer was able to leverage the natural shareability of Facebook and insights into the community to make a huge impact

Build positive brand reputation and loyalty:The Slim Jim Community Manager is a trusted friend to our target audience

In Conclusion

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QUESTIONS?

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Contact Information

Regina DeMars Director, Public Relations/Social MediaoTwitter: ginadstyle oEmail: regina.demars@conagrafoods.comoPhone: 402-240-6727

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