social media case study: sunbutter
DESCRIPTION
Social media in action: See how SunButter sunflower seed spread uses a solid strategy and tools like a blog, Facebook page, and Twitter account to turn its fans into advocates.TRANSCRIPT
Listening
GOAL = LOYALTY
Measures of success
• Positive social mentions • Interactions with posted content • Referral visits to website
Home base
Outposts
Listening & responding
Participating & Storytelling
No-Stir launch
No-Stir launch
Measures of success
• Positive social mentions • Interactions with posted content • Referral visits to website
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Social Mentions
Interactions
Q1 Q2 Q3 Q4 Q1
Followers
Mentions
Q1 Q2 Q3 Q4 Q1
Fans Interactions
google.com
swagbucks.com
whole9life.com
redriv.com
elanaspantry.com
apps.facebook.com
kidswithfoodallergies.org
simplygluten-free.com
peanutallergy.com
facebook.com
Top Referring Sites – 2011 YTD
What’s next?
• More social elements on SunButter.com • Blogger relationship program • More opportunities for fans to participate