BlogWell Seattle Case Study: Quaker Oats, presented by Barbara Liss
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Transcript of BlogWell Seattle Case Study: Quaker Oats, presented by Barbara Liss
Hitting the High Seas of Social MediaThe Journey of Cap’n Crunch on Facebook and Twitter
People Love the Cap’n
Calling for the Cap’n
The Cap’n Arrives…
2011: The Cap’n has found land. He launched his next adventure on Facebook and Twitter for his adult fans
43,751
Immediate Community Response
Word of Mouth & Street Cred
The Rules of Engagement
Find the Sweet Spot
Be the Cap’n Talk to them Experiment Use what you have
Be ‘Human’
Many brand mascots have found a home on Facebook…
The Cap’n Speaks
But the Cap’n is one of the few to use his own voice vs. that of a brand
Talk to Them: value their opinion
Experiment
Results from local posts•3% Feedback score average
•6.78% - Highest feedback score on a geo post during that time period
Use What you Have
The Rules of Engagement
Be ‘human’ / Be the Cap’n Talk to them Experiment Use what you have
Find the Sweet Spot
The Cap’n Has Been Busy
• Avg. 7 Facebook Posts per week, with an average of 78 Cap’n comments in the comment stream
• Average of 57 Tweets per day, including an average of 22 @ replies
It Takes Two (to make a thing go right)
The Results: Social (can) = Sales
What’s ahead
• Grow the community • Increase the investment
• Go 360
