SlideShare una empresa de Scribd logo
1 de 13
Descargar para leer sin conexión
MEM
BER MEETIN
G
39
SOC
IALMEDIA.
ORG
The Hershey Company
Sarah Dull
Developing a social media presence for
a 122-year-old company
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016
Developing a social media presence for a 122-year-old company
The Hershey Company: Developing a social media presence for a 122-year-old company, presented by Sarah Dull
ICONIC BRANDS
RELYING ON BRANDS
ESTABLISHING THC BRAND
VIBRANT OPTIMISTIC HEARTFELT STEADFAST
More important to engage More important to inform
Consumers Recruits InvestorsCustomersInfluencersEmployees
The New
The plume represents passion
for our products and by our
people—an expression that
signals goodness to the world.
The True
The foundation represents
our legacy—the source of our
goodness.
DIGITAL ECOSYSTEM
Facebook.com/HersheyCompany
@HersheyCompany
Youtube.com/HersheyCompany
@HersheyCompany
The Hershey Company
hersheycompany.com
A PLAN
June 2016July 2015 April 2016
Employee Ambassadorship Pilot
Social Campaigns
News & Topics of Expertise/Interest
Company Priorities
SIMPLE INGREDIENTS
SOCIAL INNOVATION
JULY 2015 - TODAY
Sarah Dull
Corporate Reputation & Social Media
sdull@hersheys.com
@SarahSiz
THANK YOU
MEM
BER MEETIN
G
39
SOC
IALMEDIA.
ORG
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016
Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings

Más contenido relacionado

La actualidad más candente

Social Relationship Management and Global Brands
Social Relationship Management and Global BrandsSocial Relationship Management and Global Brands
Social Relationship Management and Global BrandsEsteban Contreras
 
The Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROIThe Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROIHootsuite
 
The Future of PR
The Future of PRThe Future of PR
The Future of PRBranded3
 
Evaluating Your Social Listening Tools: Is Your Social Media Analytics Soluti...
Evaluating Your Social Listening Tools: Is Your Social Media Analytics Soluti...Evaluating Your Social Listening Tools: Is Your Social Media Analytics Soluti...
Evaluating Your Social Listening Tools: Is Your Social Media Analytics Soluti...Social Media Today
 
The Power of a Social Media Fundraising Campaign
The Power of a Social Media Fundraising Campaign The Power of a Social Media Fundraising Campaign
The Power of a Social Media Fundraising Campaign Real-Time OutSource
 
Demystifying Word of Mouth (Part 1) - Why Customers Talk
Demystifying Word of Mouth (Part 1) - Why Customers TalkDemystifying Word of Mouth (Part 1) - Why Customers Talk
Demystifying Word of Mouth (Part 1) - Why Customers TalkReferralCandy
 
XPX Summit Presentation
XPX Summit PresentationXPX Summit Presentation
XPX Summit PresentationMichael Durwin
 

La actualidad más candente (9)

Evolution of PR
Evolution of PREvolution of PR
Evolution of PR
 
Social Relationship Management and Global Brands
Social Relationship Management and Global BrandsSocial Relationship Management and Global Brands
Social Relationship Management and Global Brands
 
The Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROIThe Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROI
 
The Future of PR
The Future of PRThe Future of PR
The Future of PR
 
Evaluating Your Social Listening Tools: Is Your Social Media Analytics Soluti...
Evaluating Your Social Listening Tools: Is Your Social Media Analytics Soluti...Evaluating Your Social Listening Tools: Is Your Social Media Analytics Soluti...
Evaluating Your Social Listening Tools: Is Your Social Media Analytics Soluti...
 
The Power of a Social Media Fundraising Campaign
The Power of a Social Media Fundraising Campaign The Power of a Social Media Fundraising Campaign
The Power of a Social Media Fundraising Campaign
 
CHAPTER 9 IN PR
CHAPTER 9 IN PRCHAPTER 9 IN PR
CHAPTER 9 IN PR
 
Demystifying Word of Mouth (Part 1) - Why Customers Talk
Demystifying Word of Mouth (Part 1) - Why Customers TalkDemystifying Word of Mouth (Part 1) - Why Customers Talk
Demystifying Word of Mouth (Part 1) - Why Customers Talk
 
XPX Summit Presentation
XPX Summit PresentationXPX Summit Presentation
XPX Summit Presentation
 

Similar a The Hershey Company: Developing a social media presence for a 122-year-old company, presented by Sarah Dull

Developing a Social Media Presence for The Hershey Company
Developing a Social Media Presence for The Hershey CompanyDeveloping a Social Media Presence for The Hershey Company
Developing a Social Media Presence for The Hershey CompanyThe Hershey Company
 
Manscaping, tattoos and identity theft
Manscaping, tattoos and identity theft Manscaping, tattoos and identity theft
Manscaping, tattoos and identity theft Gravity Thinking
 
Choose your tools - pick the right platforms to make the most of your time on...
Choose your tools - pick the right platforms to make the most of your time on...Choose your tools - pick the right platforms to make the most of your time on...
Choose your tools - pick the right platforms to make the most of your time on...CharityComms
 
Sugar Daddy Dating Research Papers
Sugar Daddy Dating Research PapersSugar Daddy Dating Research Papers
Sugar Daddy Dating Research PapersJennifer Slattery
 
The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)Eric Weaver
 
Brands with Pride - Influencer Marketing
Brands with Pride - Influencer MarketingBrands with Pride - Influencer Marketing
Brands with Pride - Influencer MarketingPerformanceIN
 
The buzz about the social media buzz - Deck
The buzz about the social media buzz - DeckThe buzz about the social media buzz - Deck
The buzz about the social media buzz - Deckbrand-e
 
Ikea, A Leading Furniture Company
Ikea, A Leading Furniture CompanyIkea, A Leading Furniture Company
Ikea, A Leading Furniture CompanyChristina Padilla
 
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media AgeInnovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media AgeGLOBALPARK
 
THE 2ND ANNUAL TOTAL MARKET SUMMIT AND AWARDS EVENT-PROGRAM BOOKLET
THE 2ND ANNUAL TOTAL MARKET SUMMIT AND AWARDS EVENT-PROGRAM BOOKLETTHE 2ND ANNUAL TOTAL MARKET SUMMIT AND AWARDS EVENT-PROGRAM BOOKLET
THE 2ND ANNUAL TOTAL MARKET SUMMIT AND AWARDS EVENT-PROGRAM BOOKLETREFRAME: THE BRAND
 
Media (Digital) Transformation must be a 4 winners Game !
Media (Digital) Transformation must be a 4 winners Game ! Media (Digital) Transformation must be a 4 winners Game !
Media (Digital) Transformation must be a 4 winners Game ! Hugues Rey
 
Procter and gamble marketing capabilities
Procter and gamble  marketing capabilitiesProcter and gamble  marketing capabilities
Procter and gamble marketing capabilitiesAman Kumar
 
Old spice swot analysis
Old spice swot analysisOld spice swot analysis
Old spice swot analysisTajin Quadir
 
Old spice swot analysis
Old spice swot analysisOld spice swot analysis
Old spice swot analysisTajin Quadir
 
Mrs. Strattons Salads9292011
Mrs. Strattons Salads9292011Mrs. Strattons Salads9292011
Mrs. Strattons Salads9292011Hip Brand Group
 
Public Relations & Your Future
Public Relations & Your FuturePublic Relations & Your Future
Public Relations & Your Futurebyronrlong
 
Impact Storytelling - PR for Social Enterprises
Impact Storytelling - PR for Social EnterprisesImpact Storytelling - PR for Social Enterprises
Impact Storytelling - PR for Social EnterprisesYulu Public Relations
 

Similar a The Hershey Company: Developing a social media presence for a 122-year-old company, presented by Sarah Dull (20)

Developing a Social Media Presence for The Hershey Company
Developing a Social Media Presence for The Hershey CompanyDeveloping a Social Media Presence for The Hershey Company
Developing a Social Media Presence for The Hershey Company
 
Manscaping, tattoos and identity theft
Manscaping, tattoos and identity theft Manscaping, tattoos and identity theft
Manscaping, tattoos and identity theft
 
What does sustainability mean for you
What does sustainability mean for youWhat does sustainability mean for you
What does sustainability mean for you
 
Choose your tools - pick the right platforms to make the most of your time on...
Choose your tools - pick the right platforms to make the most of your time on...Choose your tools - pick the right platforms to make the most of your time on...
Choose your tools - pick the right platforms to make the most of your time on...
 
Sugar Daddy Dating Research Papers
Sugar Daddy Dating Research PapersSugar Daddy Dating Research Papers
Sugar Daddy Dating Research Papers
 
The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)
 
Brands with Pride - Influencer Marketing
Brands with Pride - Influencer MarketingBrands with Pride - Influencer Marketing
Brands with Pride - Influencer Marketing
 
The buzz about the social media buzz - Deck
The buzz about the social media buzz - DeckThe buzz about the social media buzz - Deck
The buzz about the social media buzz - Deck
 
Ikea, A Leading Furniture Company
Ikea, A Leading Furniture CompanyIkea, A Leading Furniture Company
Ikea, A Leading Furniture Company
 
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media AgeInnovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
 
Old spice
Old spiceOld spice
Old spice
 
THE 2ND ANNUAL TOTAL MARKET SUMMIT AND AWARDS EVENT-PROGRAM BOOKLET
THE 2ND ANNUAL TOTAL MARKET SUMMIT AND AWARDS EVENT-PROGRAM BOOKLETTHE 2ND ANNUAL TOTAL MARKET SUMMIT AND AWARDS EVENT-PROGRAM BOOKLET
THE 2ND ANNUAL TOTAL MARKET SUMMIT AND AWARDS EVENT-PROGRAM BOOKLET
 
Media (Digital) Transformation must be a 4 winners Game !
Media (Digital) Transformation must be a 4 winners Game ! Media (Digital) Transformation must be a 4 winners Game !
Media (Digital) Transformation must be a 4 winners Game !
 
Procter and gamble marketing capabilities
Procter and gamble  marketing capabilitiesProcter and gamble  marketing capabilities
Procter and gamble marketing capabilities
 
Old spice swot analysis
Old spice swot analysisOld spice swot analysis
Old spice swot analysis
 
Old spice swot analysis
Old spice swot analysisOld spice swot analysis
Old spice swot analysis
 
Mrs. Strattons Salads9292011
Mrs. Strattons Salads9292011Mrs. Strattons Salads9292011
Mrs. Strattons Salads9292011
 
Public Relations & Your Future
Public Relations & Your FuturePublic Relations & Your Future
Public Relations & Your Future
 
Impact Storytelling - PR for Social Enterprises
Impact Storytelling - PR for Social EnterprisesImpact Storytelling - PR for Social Enterprises
Impact Storytelling - PR for Social Enterprises
 
13 frl marketing3
13 frl marketing313 frl marketing3
13 frl marketing3
 

Más de SocialMedia.org

Timberland: Social media case study, presented by Frank Hwang
Timberland: Social media case study, presented by Frank HwangTimberland: Social media case study, presented by Frank Hwang
Timberland: Social media case study, presented by Frank HwangSocialMedia.org
 
Scholastic: Facebook Live video: How streaming video options altered Scholast...
Scholastic: Facebook Live video: How streaming video options altered Scholast...Scholastic: Facebook Live video: How streaming video options altered Scholast...
Scholastic: Facebook Live video: How streaming video options altered Scholast...SocialMedia.org
 
Red Lobster: Mapping the journey to Crabfest, presented by Carl Allen
Red Lobster: Mapping the journey to Crabfest, presented by Carl AllenRed Lobster: Mapping the journey to Crabfest, presented by Carl Allen
Red Lobster: Mapping the journey to Crabfest, presented by Carl AllenSocialMedia.org
 
Logitech: Managing social media for a global brand, presented by Reagan Freyer
Logitech: Managing social media for a global brand, presented by Reagan FreyerLogitech: Managing social media for a global brand, presented by Reagan Freyer
Logitech: Managing social media for a global brand, presented by Reagan FreyerSocialMedia.org
 
Johnson & Johnson: Elevating employee advocacy: A case study, presented by De...
Johnson & Johnson: Elevating employee advocacy: A case study, presented by De...Johnson & Johnson: Elevating employee advocacy: A case study, presented by De...
Johnson & Johnson: Elevating employee advocacy: A case study, presented by De...SocialMedia.org
 
Bristol-Myers Squibb: Making social content meaningful for patients, presente...
Bristol-Myers Squibb: Making social content meaningful for patients, presente...Bristol-Myers Squibb: Making social content meaningful for patients, presente...
Bristol-Myers Squibb: Making social content meaningful for patients, presente...SocialMedia.org
 
Western Union: This is multicultural engagement in a purpose-driven brand, pr...
Western Union: This is multicultural engagement in a purpose-driven brand, pr...Western Union: This is multicultural engagement in a purpose-driven brand, pr...
Western Union: This is multicultural engagement in a purpose-driven brand, pr...SocialMedia.org
 
Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximi...
Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximi...Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximi...
Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximi...SocialMedia.org
 
Intuit: #SelfEmployed awareness campaign, presented by Geoff Morgan
Intuit: #SelfEmployed awareness campaign, presented by Geoff MorganIntuit: #SelfEmployed awareness campaign, presented by Geoff Morgan
Intuit: #SelfEmployed awareness campaign, presented by Geoff MorganSocialMedia.org
 
Dole: How we brought social in-house, presented by Amy Summers
Dole: How we brought social in-house, presented by Amy SummersDole: How we brought social in-house, presented by Amy Summers
Dole: How we brought social in-house, presented by Amy SummersSocialMedia.org
 
DICK'S Sporting Goods: How the DICK'S social media team evolved and elevated ...
DICK'S Sporting Goods: How the DICK'S social media team evolved and elevated ...DICK'S Sporting Goods: How the DICK'S social media team evolved and elevated ...
DICK'S Sporting Goods: How the DICK'S social media team evolved and elevated ...SocialMedia.org
 
Cambia Health Solutions: HIPAA is not a reason to ignore people, presented by...
Cambia Health Solutions: HIPAA is not a reason to ignore people, presented by...Cambia Health Solutions: HIPAA is not a reason to ignore people, presented by...
Cambia Health Solutions: HIPAA is not a reason to ignore people, presented by...SocialMedia.org
 
Rackspace Hosting: How to address the "what if's" when starting a social enab...
Rackspace Hosting: How to address the "what if's" when starting a social enab...Rackspace Hosting: How to address the "what if's" when starting a social enab...
Rackspace Hosting: How to address the "what if's" when starting a social enab...SocialMedia.org
 
Monsanto: Getting social to the crisis communication table, presented by Heat...
Monsanto: Getting social to the crisis communication table, presented by Heat...Monsanto: Getting social to the crisis communication table, presented by Heat...
Monsanto: Getting social to the crisis communication table, presented by Heat...SocialMedia.org
 
Dunkin' Brands: Dunkin' and influencers, presented by Melanie Cohn
Dunkin' Brands: Dunkin' and influencers, presented by Melanie CohnDunkin' Brands: Dunkin' and influencers, presented by Melanie Cohn
Dunkin' Brands: Dunkin' and influencers, presented by Melanie CohnSocialMedia.org
 
Canon USA: Real-time photo tips, presented by Betty Giossi
Canon USA: Real-time photo tips, presented by Betty GiossiCanon USA: Real-time photo tips, presented by Betty Giossi
Canon USA: Real-time photo tips, presented by Betty GiossiSocialMedia.org
 
American Eagle Outfitters: How the launch of #AerieREAL built and connected t...
American Eagle Outfitters: How the launch of #AerieREAL built and connected t...American Eagle Outfitters: How the launch of #AerieREAL built and connected t...
American Eagle Outfitters: How the launch of #AerieREAL built and connected t...SocialMedia.org
 
3M: Centralization across the enterprise, presented by Amber Campeau and Suzy...
3M: Centralization across the enterprise, presented by Amber Campeau and Suzy...3M: Centralization across the enterprise, presented by Amber Campeau and Suzy...
3M: Centralization across the enterprise, presented by Amber Campeau and Suzy...SocialMedia.org
 
Measurement that matters, presented by Natalie Williams
Measurement that matters, presented by Natalie WilliamsMeasurement that matters, presented by Natalie Williams
Measurement that matters, presented by Natalie WilliamsSocialMedia.org
 
What in the world is dark social? Presented by Brewster Stanislaw
What in the world is dark social? Presented by Brewster StanislawWhat in the world is dark social? Presented by Brewster Stanislaw
What in the world is dark social? Presented by Brewster StanislawSocialMedia.org
 

Más de SocialMedia.org (20)

Timberland: Social media case study, presented by Frank Hwang
Timberland: Social media case study, presented by Frank HwangTimberland: Social media case study, presented by Frank Hwang
Timberland: Social media case study, presented by Frank Hwang
 
Scholastic: Facebook Live video: How streaming video options altered Scholast...
Scholastic: Facebook Live video: How streaming video options altered Scholast...Scholastic: Facebook Live video: How streaming video options altered Scholast...
Scholastic: Facebook Live video: How streaming video options altered Scholast...
 
Red Lobster: Mapping the journey to Crabfest, presented by Carl Allen
Red Lobster: Mapping the journey to Crabfest, presented by Carl AllenRed Lobster: Mapping the journey to Crabfest, presented by Carl Allen
Red Lobster: Mapping the journey to Crabfest, presented by Carl Allen
 
Logitech: Managing social media for a global brand, presented by Reagan Freyer
Logitech: Managing social media for a global brand, presented by Reagan FreyerLogitech: Managing social media for a global brand, presented by Reagan Freyer
Logitech: Managing social media for a global brand, presented by Reagan Freyer
 
Johnson & Johnson: Elevating employee advocacy: A case study, presented by De...
Johnson & Johnson: Elevating employee advocacy: A case study, presented by De...Johnson & Johnson: Elevating employee advocacy: A case study, presented by De...
Johnson & Johnson: Elevating employee advocacy: A case study, presented by De...
 
Bristol-Myers Squibb: Making social content meaningful for patients, presente...
Bristol-Myers Squibb: Making social content meaningful for patients, presente...Bristol-Myers Squibb: Making social content meaningful for patients, presente...
Bristol-Myers Squibb: Making social content meaningful for patients, presente...
 
Western Union: This is multicultural engagement in a purpose-driven brand, pr...
Western Union: This is multicultural engagement in a purpose-driven brand, pr...Western Union: This is multicultural engagement in a purpose-driven brand, pr...
Western Union: This is multicultural engagement in a purpose-driven brand, pr...
 
Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximi...
Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximi...Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximi...
Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximi...
 
Intuit: #SelfEmployed awareness campaign, presented by Geoff Morgan
Intuit: #SelfEmployed awareness campaign, presented by Geoff MorganIntuit: #SelfEmployed awareness campaign, presented by Geoff Morgan
Intuit: #SelfEmployed awareness campaign, presented by Geoff Morgan
 
Dole: How we brought social in-house, presented by Amy Summers
Dole: How we brought social in-house, presented by Amy SummersDole: How we brought social in-house, presented by Amy Summers
Dole: How we brought social in-house, presented by Amy Summers
 
DICK'S Sporting Goods: How the DICK'S social media team evolved and elevated ...
DICK'S Sporting Goods: How the DICK'S social media team evolved and elevated ...DICK'S Sporting Goods: How the DICK'S social media team evolved and elevated ...
DICK'S Sporting Goods: How the DICK'S social media team evolved and elevated ...
 
Cambia Health Solutions: HIPAA is not a reason to ignore people, presented by...
Cambia Health Solutions: HIPAA is not a reason to ignore people, presented by...Cambia Health Solutions: HIPAA is not a reason to ignore people, presented by...
Cambia Health Solutions: HIPAA is not a reason to ignore people, presented by...
 
Rackspace Hosting: How to address the "what if's" when starting a social enab...
Rackspace Hosting: How to address the "what if's" when starting a social enab...Rackspace Hosting: How to address the "what if's" when starting a social enab...
Rackspace Hosting: How to address the "what if's" when starting a social enab...
 
Monsanto: Getting social to the crisis communication table, presented by Heat...
Monsanto: Getting social to the crisis communication table, presented by Heat...Monsanto: Getting social to the crisis communication table, presented by Heat...
Monsanto: Getting social to the crisis communication table, presented by Heat...
 
Dunkin' Brands: Dunkin' and influencers, presented by Melanie Cohn
Dunkin' Brands: Dunkin' and influencers, presented by Melanie CohnDunkin' Brands: Dunkin' and influencers, presented by Melanie Cohn
Dunkin' Brands: Dunkin' and influencers, presented by Melanie Cohn
 
Canon USA: Real-time photo tips, presented by Betty Giossi
Canon USA: Real-time photo tips, presented by Betty GiossiCanon USA: Real-time photo tips, presented by Betty Giossi
Canon USA: Real-time photo tips, presented by Betty Giossi
 
American Eagle Outfitters: How the launch of #AerieREAL built and connected t...
American Eagle Outfitters: How the launch of #AerieREAL built and connected t...American Eagle Outfitters: How the launch of #AerieREAL built and connected t...
American Eagle Outfitters: How the launch of #AerieREAL built and connected t...
 
3M: Centralization across the enterprise, presented by Amber Campeau and Suzy...
3M: Centralization across the enterprise, presented by Amber Campeau and Suzy...3M: Centralization across the enterprise, presented by Amber Campeau and Suzy...
3M: Centralization across the enterprise, presented by Amber Campeau and Suzy...
 
Measurement that matters, presented by Natalie Williams
Measurement that matters, presented by Natalie WilliamsMeasurement that matters, presented by Natalie Williams
Measurement that matters, presented by Natalie Williams
 
What in the world is dark social? Presented by Brewster Stanislaw
What in the world is dark social? Presented by Brewster StanislawWhat in the world is dark social? Presented by Brewster Stanislaw
What in the world is dark social? Presented by Brewster Stanislaw
 

The Hershey Company: Developing a social media presence for a 122-year-old company, presented by Sarah Dull