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

Questions?

barbara.liss@pepsico.com / @chicagobliss / @realcapncrunch