marcus thomas :: nestlÉ® hhfg

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marcus thomas :: NESTL HHFG


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October 12, 2011

2011 Q1/Q2Digital Communications Metrics


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HHFG Business Overview


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Digital Goals and Objectives in 2011

Business objectives

> Increase base sales and launch HOT POCKETS brand SNACKERS

Marketing communications objectives

> Drive awareness, active consideration and trial for base products

and HOT POCKETS brand SNACKERS

Messaging platforms

> HOT POCKETS brand SNACKERS and core product information

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The HOT POCKETS Brand Consumer

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Digital Goals and Objectives in 2011

Business objectives

> Increase base sales and launch LEAN POCKETS Pretzel BreadSandwiches

Marketing communications objectives

> Create a community on Facebook

> Increase awareness and active consideration

> Build Brand loyalty Give LEAN PROCKETS brand its own, uniquestory to differentiate it from HOT POCKETS brand and theremaining competitive set

Messaging platform

> LEAN POCKETS Pretzel Bread Sandwiches

Support through Facebook and video

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The LEAN POCKETS Brand Consumer

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Digital Marketing Performance


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Components of the HHFG Digital Plan

Sites

> hotpockets.com

> leanpockets.com

Email

Digital media

Social media

> Facebook

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Dashboard

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Site Was Developed in 2009 as a

Temporary website solution until the new website was to be

launched six months later

Purpose was to provide a home of all the product informationfor consumers

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How Did hotpockets.com Perform?

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Page Views peak inMay, June and July

Visits peak in May,June and July


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How Did hotpockets.com Perform?

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Visit length hasincreased significantly

from 2010-2011

With the removal ofEat Freely.org,

referrals from Google

are at an all-time high

YTD: HP website visits

are ahead of 2010 YTD


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Site Was Developed in 2009 as a

Temporary website solution until the new website was to be

launched six months later

Purpose was to provide a home of all the product informationfor consumers

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How Did leanpockets.com Perform?

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Overall site traffic istrending ahead of

2010 traffic


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How Did leanpockets.com Perform?

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YOY: 2011 is tracking

ahead of 2010 Visitsand Page Views


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One Email Was Sent in Q3 2011

Generate awareness

Promote active considerationvia coupon for

> NEW HOT POCKETS brand SNACKERS

> NEW LEAN POCKETS Pretzel Breaddrove to Facebook

Drive and increase traffic tohotpockets.com, leanpockets.com and

facebook.com/hotpockets andfacebook.com/leanpockets

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How Did Email Perform?

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2,791 click-throughs

for 8.94% CTR

Most click-throughson LP Pretzel Bread

link to savings


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The Purpose of 2011 HP Digital Media Was to

MLG Increase active consideration and trial for

HOT POCKETS SIDESHOTS

Hulu Increase active consideration and trial forHOT POCKETS brand SNACKERS

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How Did HP Digital Media Perform?

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MLG platformgenerated the least

impressions, buthighest interaction;ad units were Flashand site was highly

targeted


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The Purpose of 2011 LP Digital Media Was to

Increase active consideration and

trial for LEAN POCKETS PretzelBread and drive to Facebook

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How Did LP Digital Media Perform?

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(Pretzel Bread)


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The Purpose of Our Facebook Presence Was to

Engage in constant dialogue

with our fans

> Promote new products andencourage loyalty for coreproducts

> Increase number of Likes

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How Did Facebook Perform?

Q1-Q2 totals (January-June)

> New fans 64,702 (total)

> Wall posts 1,532

> Comments 5,139

> Likes 11,415

> Post views 3,653,956

> Photo views 2,553

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Organic growthcontributing to peaks.


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The Purpose of Our Facebook Presence Was to

Create a LEAN POCKETS brand

community on Facebook

> Promote LEAN POCKETS PretzelBread

> Provide exclusive offers

> Offer all product info throughFacebook

> Increase number of Likes

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Q1-Q2 totals (January-June)

> New fans 93,459 (total)

> Wall posts 1,801

> Comments 3,026

> Likes 4,156

> Daily news feed impressions2,629,672

> Photo views 1,977

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Social Media Activity


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HOT POCKETS Brand Social Media Activity

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HOT POCKETS brandshowed modestactivity across all

touchpoints, withconsistent Brand

activity on Twitter


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LEAN POCKETS Brand Social Media Activity

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LEAN POCKETSbrand had more

modest presence

across all platformswith blogs, forums

and Twitter showingthe most activity


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Observations

Organic increase in HOT POCKETS brand website activity

> Focus on one website

> Users may be searching for something they are not finding

LEAN POCKETS brand website traffic increase

> Traffic is coming from HOT POCKETS brand; may be due to theirincrease in activity

Emails are not effective communications

> Final email will be sent in a few weeks to drive traffic to theFacebook Pages

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Observations

Facebook fans are up for both Brands

> HOT POCKETS brand organic growth off growing fan base

> LEAN POCKETS brand coupon activity

Organic social activity for both Brands remains steady

Digital media effective for both HOT POCKETS brand and LEANPOCKETS brand

> Richer content will provide better results

marcus thomas :: nestlÉ® hhfg

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