marcus thomas :: nestlÉ® 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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How Did Facebook Perform?
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How Did Facebook Perform?
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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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How Did Facebook Perform?
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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How Did Facebook Perform?
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How Did Facebook Perform?
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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