In her SocialMedia.org Member Meeting case study presentation, The Hershey Company's Sarah Dull explains how the 122-year-old company, a house of over 80 brands, developed a company social media presence. She talks about how they re-established the brand, updated their website, renamed all their social profiles, and created a plan to launch a customer service channel at @AskHershey.

1. MEM
BER MEETIN
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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

2. Developing a social media presence for a 122-year-old company

4. ICONIC BRANDS

5. RELYING ON BRANDS

6. 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.

7. DIGITAL ECOSYSTEM
Facebook.com/HersheyCompany
@HersheyCompany
Youtube.com/HersheyCompany
@HersheyCompany
The Hershey Company
hersheycompany.com

8. A PLAN
June 2016July 2015 April 2016
Employee Ambassadorship Pilot
Social Campaigns
News & Topics of Expertise/Interest
Company Priorities

9. SIMPLE INGREDIENTS

10. SOCIAL INNOVATION

11. JULY 2015 - TODAY

12. Sarah Dull
Corporate Reputation & Social Media
sdull@hersheys.com
@SarahSiz
THANK YOU

13. 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