Dana S. Shank
Associate Director, CRM Media and Monetization, Kraft
Bio to come
Dana S. Shank
Associate Director, CRM Media and Monetization, Kraft
Bio to come
Q: How has online gaming changed the way consumers engage with a product?
Online gaming helps brands engage consumers in a fun an entertaining way while still allowing for educational and marketing messaging throughout the experience. These interactive experiences help consumers visualize product functionally and usage. In addition, we have found that our consumers enjoy friendly competition and are willing to share their game experiences with others which translates into brand endorsements.
Q: How important is sharabiliy when it comes to online games for brands?
A successful gamification strategy will drive deeper engagement with the consumers and inspire them to participate, collaborate, share and interact with an activity or community. In return, the brand strengthens a longer-term relationship with their core consumers. They become advocates for the brand, and may even introduce your brand to their friends and family.
Q: In what ways has the introduction of online gaming changed the way that consumers buy a product?
Online gaming has allowed Clorox the ability to reward consumers for their time spent with our brands through providing coupons and product sampling opportunities. When consumers engage with products in an interactive environment they typically form an emotional connection to a brand. If brands follow through with an instant win component such as delivering a downloadable coupon, we often see great redemption rates that can be tracked back to the game of origin.
Q: What is a key factor when it comes to considering the production of an online game?
We design all of our online games with the end consumer in mind and follow 5 basic principles: Value exchange, acknowledgement, bragability, mobile + social and status.
Q: What is in store for Clorox as a brand post online gaming?
There isn’t one specific channel or trend that Clorox has pinpointed as their primary focus moving into FY15. As a company we are always looking for innovative ways to reach our target audiences and are very open to the test and learn concept. On the Liquid-Plumr brand, in particular, we are often are one of the first brands to leverage new technologies and partners. However, the one requirement is that each initiative must be grounded in strong consumer insights.
Q: Which metrics do you measure when assessing the success of Clog Culprits?
We measured total game plays, time spent playing the game, levels reached, instant win submissions, repeat game plays, game shares, traffic to .com, time spent on .com. Due to the early success of the Clog Culprits game, the brand team decided to extend the campaign for an additional 8 weeks.
6th Annual Social Media Masters Summit Speakers; Jenna Rice, Manager, PR/Social Media and Digital/Social Shopper Marketing and Megan West, Manager, Digital, CRM and Corporate Recipe Strategy dish out some early tips on how they’ve perfected a recipe for Pinterest success.
Q: How did you strategically grow ConAgra Foods’ ReadySetEat Pinterest page?
The key to growing a Pinterest following is having the content consumers are looking for and presenting it to them at the right time, just like any good media strategy.
We’ll talk more about our content development (and optimizing photos for Pinterest) during our presentation. One of the best ways we found to ensure we were pinning content at the right time is an ongoing partnership with, Ahalogy, a startup out of Cincinnati.
While we wanted to build our presence on Pinterest because we’re a recipe CRM program and know Food is the #1 category on Pinterest, our main brand objectives focus on building our email newsletter database and driving traffic to our website. Leveraging Pinterest as a channel we laddered back up to these objectives by pinning compelling content that incentivizes pinners to click through to our website and by having a newsletter overlay encouraging users to enter their email address and sign up for our newsletter.
We have also worked with Hello Society, a vendor that has a network of Pinterest Influencers. We ran a cost per click campaign with them to leverage the top Pinners (folks on Pinterest that have the most followers) and have them pin our recipes, therefore driving clicks to our website. The campaign was extremely successful and we hit our goal in a matter of hours.
Q: Which tactics performed well for ConAgra Foods on Pinterest?
During our presentation, we will discuss Ahalogy, Hello Society, and our Pin it to Win it success in more detail. We also work hard with our culinary team to develop new insight-driven content (recipes) throughout the year, and are working with photographers to shoot the photos specifically with Pinterest best practices in mind.
Q: Which tactics didn’t perform as well?
Success on Pinterest is determined by the content a brand is posting and the strategy for posting that content. Compelling content, posted at the right time and the right frequency will determine the success of a brand’s Pinterest presence. Before working with Ahalogy, we did not have compelling content – we were using the same recipe photography on our website and we were posting infrequently and at random times during the day. Adjusting this, led to success.
Q: What tools does ConAgra Foods use to measure the success of Pinterest campaigns and your Pinterest strategy in general?
Our overall objectives for ConAgraFoods’ brands and our CRM brand, ReadySetEat, is to drive sales of our products. One of the ways we have been able to measure digital is by understanding the ROI associated with visits to our recipe website and signups to our newsletter program (Through Nielsen). For Pinterest, our key objective is driving traffic to our content, with the added benefit of impressions and Pinterest followers (which will generate ongoing traffic). We leverage Pinterest analytics to see how pins are performing and we also use Google Analytics to look at Pinterest as an organic traffic driver to our website. We constantly A/B test our content to ensure we’re getting the most engagement (both repins and clicks) and optimize accordingly.
Q: What are a few of your favorite social media tools?
We use Radian6, Crimson Hexagon and Google Analytics.
For a more in-depth look at how Jenna and Megan West perfected ConAgra Foods’ Pinterest Strategy, register for our Social Media Event in Chicago on May 15th!
Marketing Consultant, PR and Digital Marketing, Clorox Company
Hilleary Wright comes with more than 15 years of experience in brand marketing, public relations and social media on both the corporate and agency sides of the business. Most recently, she has taken on digital marketing as part of her role driving successful integrated marketing campaigns for brands at The Clorox Company including Liquid-Plumr, Glad and Hidden Valley Ranch.
Prior to joining The Clorox Company in 2011, she spent five years at Williams-Sonoma developing and executing marketing and communications strategies aimed at enhancing the brand’s reputation, driving new customer acquisition, traffic and sales, while strengthening the Williams-Sonoma community. Among other things, she ran media relations for the brand, managed print advertising, established the first WS sponsorship of the FOOD & WINE Classic in Aspen, developed and marketed all in-store events, launched Williams-Sonoma’s Facebook page, developed video content and spearheaded strategic digital partnerships with sites such as Apartment Therapy’s The Kitchn and Tasting Table. Wright also spent 7 years at New York at agencies running consumer public relations campaigns for The Coca-Cola Company, McDonald’s, Sony Electronics, Yahoo!, Unilever and Dunkin’ Donuts. She graduated from UC Berkeley with a BA in Mass Communications.
Associate Director, Media and Monetization, Kraft
Session Description to come
Supervising Producer, The Insider, CBS
Social TV has taken watching TV to an entirely new level. Whether it’s voting for your favorite star on Dancing with the Stars, your favorite Sharks tweeting along during Shark Tank or one of your tweets showing up on air during Oprah’s Life Class, viewers have the unique opportunity to feel like they are part of the show. Bryan Moore, Supervising Producer, Social Media is spearheading The Insider’s social TV efforts. He’ll share how they are leading the way in Social TV as they make their super fans part of the show.
Follow Jess Hanebury along a three year evolution of Threadless’ Valentine’s day Pinterest promotion. You’ll learn how they leveraged learnings to create contests that their customers loved more every year.
Threadless Community Manager
Jess Hanebury started as the Community Manager at Threadless in 2011. In her role she manages Threadless’ creative community that makes, supports and buys great art. Thousands of people worldwide submit their designs online, and the Threadless community picks the ones that get made into t-shirts, bags, wall art, and more. Prior to Threadless, Jess was the Art Director at Element79, a Chicago-based advertising agency. Jess received her bachelor’s at James Madison University in media arts and design and completed an art direction certification with The Creative Circus.
As a Supervising Producer of Social Media at CBS, Bryan Moore has spearheaded groundbreaking social TV campaigns on behalf of the ‘The Insider’ partnered with Yahoo. Prior to joining CBS, Bryan served as the Director of Social Media at Twentieth Television building and creating a social media community around The Ricki Lake Show. Bryan created a model that lives at the intersection of television programming and social media, bonding TV audiences as community through shared experiences, support, topical and meaningful conversations. Moore was a 19 year-old public relations intern in New York City when he was asked to fill in on an emergency basis as a celebrity stylist for Sex and the City’s Kristen Davis. Overnight, he landed in the entertainment business, moving to California and working for some of the most notable online celebrity news outlets. During that time, he worked at TMZ and helped to launch Radar Online as the editor of their style section. Ultimately saying goodbye to journalism, Moore transferred to Silicon Valley. There, he educated celebrities and brands, bringing them together on a variety of social media platforms. He is instrumental in the ever evolving process of bridging the gap between social media, celebrity and television. Bryan Moore is a graduate of New York University, where he majored in Mass Media and Communications. He currently resides in Los Angeles.
Liquid Plumr’s Clog Culprits game set out to educate female consumers who are family-oriented DIYers about the ins and outs of various types of clogged pipes in a fun, interactive way. What’s usually a pain point, turned into fun and games — literally! In addition to creating enjoyment around a typically frustrating topic, Liquid Plumr’s Clog Culprit Game also helped educate players on product usage and benefits between each level, provided friendly competition and incentive for repeat plays tied to the instant win component. Hilleary Wright, Marketing Consultant, PR and Digital Marketing for the Clorox Company will reveal key components of the campaign and share the primary elements necessary to create an online game that will entertain, inform and engage consumers, helping to lead to increased sales and brand loyalty.