{"id":3558,"date":"2010-11-10T08:00:00","date_gmt":"2010-11-10T07:00:00","guid":{"rendered":"https:\/\/visionarymarketing.wordpress.com\/?p=1488"},"modified":"2022-09-30T10:49:50","modified_gmt":"2022-09-30T08:49:50","slug":"the-hershey-company-on-engaging-with-bloggerssmart-doesnt-mean-big","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2010\/11\/10\/the-hershey-company-on-engaging-with-bloggerssmart-doesnt-mean-big\/","title":{"rendered":"The Hershey Company on bloggers: smart doesn’t mean big"},"content":{"rendered":"

Bloggers aren’t always better when they have large\u00a0followings. Smart is better than big is what I learned from the second presentation I attended at Blogwell in Philadelphia on November 9, 2010. It was that of the Hershey Company; not a household name in some parts of Europe so we have to explain that it is a confectioner producing sweets and chocolate bars and other foodstuffs under the Jet-puffed, Honey maid and Hershey\u2019s brands. The presentation was delivered by Anna Lingeris, PR manager at the Hershey Company.<\/i><\/p>\n

The Hershey Company on bloggers: smart doesn’t mean big<\/h2>\n
\"The
The Hershey Company on bloggers: smart doesn’t mean big<\/figcaption><\/figure>\n

\u201cBlogher<\/a>\u201d is a large network (25 million plus, mostly women), probably the largest blogging organisation for women. The question was \u201chow to engage this very exacting crowd\u201d. the Hershey company wanted to start a buzz on the S\u2019more snacktivity suite (the booth at the exhibition)<\/em> at blogher while spending $15,000 on suite sponsorship vs $75,000 as the minimum expo floor budget. The idea was to show usage occations of these products, both indoor and outdoor.<\/p>\n

2,400 people attended the Blogher confrence, 600 came to the Suite, spending more than 30 minutes in the suite on average and more than 200 blogposts were generated. The twitter chatter for S\u2019mores was big: more 500 uses of the hashtag namely.<\/p>\n

Results were monitored with Radian 6<\/em>, a popular buzz monitoring package in the US. A separate website with photos taken by a professional photographer was put together, and it generated 500 visits in 2 days Anna said.<\/p>\n

\u201c Smart doesn\u2019t mean big\u201d, Anna\u00a0 Lingeris added, so the success of that campaign was not based on big rewards and freebies but on how they shared their main experience with them.<\/p>\n

Key learnings include<\/p>\n