How Ben & Jerry’s translate brand values into social content - Community Conference 2014
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Transcript of How Ben & Jerry’s translate brand values into social content - Community Conference 2014
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