Translating

Brand Values into Social Content & Community

Jay Curley @jaycurley Mike Hayes @hayesBTV

Ben & Jerry’s @benandjerrys April 2014

One Day in the Yukon

One Day in the Yukon

It’s all about Creating & Celebrating

COMMUNITY •  Who we are •  How we think about community •  How our business model effects social media •  A few examples of how we bring this life •  Where we’re heading

Our Business Model: Linked Prosperity

“Ben & Jerry’s is not a Brand. It’s a Company with a set of values that connects with people, on a soul-based level, creating a stronger connection with people, resulting in deeper long-term loyalties.”

-Ben Cohen

What We Talk About

Fans Fun Flavors Values

Flavors

Values

Fun

Fans

Content +

Information

Content +

Information

Content Pillars

Stories + Information

BenJerry.com

Fans spend 20% more than non-fans Non-fans drive 99% of your sales volume

Data: •  Targeting •  Social Metrics •  Brand Metrics •  Sales Lift

Content: •  Optimized for Channel •  Bold Imagery •  Strong Copy •  Cohesive Messaging

6.1M Engagements

7.4M Engagements

380k Followers

7.3 Million Fans

Globally

2 Million Fans in both the

US and UK

2.8 Million Engagements

in the US

18.6 Million Impressions

10.3 Million People

Reached 526k Total

Engagements

4.9 Million Impressions

62k Total Engagements

Truck Tour

Truck Tour

Our Tone Of Voice

Our Visual Content Style Guide

What we’ve learned

•  Be true to who you are as a company •  Understand, respect & celebrate the

community •  Provide REAL value

Appendix

City Churned

Social

.com

Experiential

Valentine’s Day

Personalized Valentine’s Day ice cream cakes were delivered in Boston, San Francisco, NYC to influencers and unsuspecting fans. 14 cakes were delivered to influencers, 22 cakes to fans, for a total of 36 cake deliveries!

Classic Flavors