Q&A with Ben & Jerry’s Digital Marketing Manager, Mike Hayes, on Jelly

I’m sure you’ve heard of Jelly by now. It’s a newer app from Twitter co-founder, Biz Stone, that allows you to ask visual questions so your Facebook and Twitter followers/friends can answer you. The purpose helps us search for information using “actual humans rather than algorithms like Google’s search engine.” You can also answer questions and send a digital thanks to anyone who answers your question.

I jumped in and have found it pretty useful. It’s very active and people are very helpful. The two brands I’ve seen doing well on Jelly so far are Ben & Jerry’s and Whole Foods. It seems to be a good platform to ask your audience questions and that’s exactly why I wanted to interview Mike Hayes, a digital marketing manager at Ben & Jerry’s, to find out a little bit behind their strategy and thought process. Here’s our Q&A:

1. When you first heard of Jelly, what did you think?

At Ben & Jerry’s we run our social media accounts internally and thus strive to stay informed on new ways  to connect with our fans digitally. When Jelly launched it seemed like a platform that fit how we already interact and collaborate with our fans.

BeL7O9QIQAEWFPN2. When did Jelly conversations come up for Ben & Jerry’s?

When Jelly launched, some of our employees had signed up for personal accounts. After a few days of being on the platform, we realized this could be a good platform for our fans and Ben & Jerry’s.

3. What were the conversations like at Ben & Jerry’s for this very new platform? What is Ben & Jerry’s hoping to achieve with Jelly?

Right now we are very much in the testing phase of this new platform. When we join a new platform or community, we want to make sure that we can provide value to our fans and make sure it’s a space that fans want to engage with us in. Jelly (so far) has been a great way to get instant feedback from fans on anything from what flavors do they prefer to whether or not they think there should be mandatory labeling for GMO’s.

4. Any predictions on the future of Jelly and how more brands will get involved?

Not every platform is right for every brand. I think brands will need to find out what will provide value for their fans and themselves. Each brand will be different. On how the platform will evolve, I think it’s really too early to tell at this point. Jelly works for Ben & Jerry’s. We are constantly collaborating with our fans and they’ve brought us some of the best ideas and flavors (Cherry Garcia, Chubby Hubby) over the years.

5. What’s your favorite thing about working at Ben & Jerry’s and what do you think they do best with marketing and social?

My favorite part of working at Ben & Jerry’s is our three-part mission. We are a company that stands for more than just making great ice cream. We seek to make a positive impact on the world through the way we do business every single day. Jelly is just a continuation of what Ben & Jerry started doing in 1978 connecting with fans one by one. Now through the internet we don’t always have to drive around the country in a Cowmobile (don’t worry we still do that too) but can use platforms like Jelly to connect with fans, learn more about them and provide them with value.

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Here’s also a good Q&A with Biz Stone on how brands can get involved with Jelly, via The Next Web.

Do you have any predictions for Jelly or have you seen any other brands doing a good job on Jelly so far?

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