Live and real-time content is drawing more engagement than ever before, across ephemeral, video streaming and more. For Herbalife Nutrition, live and real-time content has been a key piece in helping to engage loyal customers, spark meaningful and valuable discussions and inspire new conversations about our brand. In the presentation, Erin will showcase how we have seen customer loyalty and sentiment be dramatically impacted by regular live content on social media along with the data supporting our live content, topics and audience integration. This has significant implications for the future as algorithm changes and higher ad costs bring new challenges to brands and marketers struggling for visibility and looking for ways to connect with their audience.

1. KEYNOTE
Erin Richards-Kunkelerinri@herbalife.com
DIRECTOR, SOCIAL MEDIA,
HERBALIFE NUTRITION
NEW YORK, NY ~ MAY 10 – 11, 2018 | DIGIMARCONEAST.COM
#DigiMarConEast
Go Live! How Live Content
Across Social Media Can
Drive Brand Goals

2. Hello!

3. California native

4. No discernable
surfing skills

5. Lived in Los Gatos
(home of the Woz)

6. Background/undergraduate
degree in biology

7. Graduate degree
in journalism

8. Storytelling + Science = Social Media

9. Drivers of consumer demand:
• Mobile first/mobile only
• 24/7 content landscape
• Meaningful social connections

11. Desire for Social Connection Creates Demand for “Live”
Expanded social
circles with online
communities
Increased social
media adoption,
usage, &
integration
Competing
content
Desire for
social currency
and authentic
connections
• 3.2B active social media users (42% of the world’s total population)
• 60% of people prefer video platforms to traditional TV

12. FOMO drives
live engagement

13. Each type of live content can impact brand goals
Current Live Content Landscape
• Ephemeral content
• Snapchat, Instagram Stories
• Live features on existing platforms
• Facebook Live, YouTube Live, Periscope
• Live-only content
• Twitch, HQ Trivia

14. • 1 in 5 videos on Facebook is
now a live broadcast
• 4x increase in daily watch time
for Live broadcasts in 1 year
• Live videos have 6x more
engagement than non-live
videos
• Periscope users watch 40
years-worth of live video
daily
• 350,000 hours of video
streamed daily
• 10% cheaper CPMs on
Instagram stories vs newsfeed*
• 31% higher CTR
• 53% higher return on ad spend
vs only video posts
• 30+ min spent on
platform/day
• Active users open the app
18+ times/day
• 106 min (~1.8 hours)
streamed content daily av.
per user
• 241B minutes streamed in
2015*Data via SocialCode
Stats provided via brand earnings, and available marketing data
Facebook
Live
Instagram
Stories
Periscope
Snapchat
Twitch

15. HQ Trivia – Live game broadcasts
create simultaneous shared
experience and incentives
Source: HQ Insiders

16. Opportunities for
Brands:
• Live content programming
• Live content in 3rd party
relationships
• Moments for live content
co-creation

17. Instagram Stories Impact on Brand Awareness
Herbalife Nutrition Case Study – Shake Madness Challenge
• 1.12M impressions (26% more
than total audience)
• 15% engagement rate (vs. 4%
average)
• 168% increase in engagement
• 124.1% increase in video views
• 5% increase in audience growth
(compared to weekly average

18. Buzzfeed “Watermelon Explosion”
Facebook Live: 11M+ views

19. Facebook Live broadcast impact on sentiment and advocacy
Herbalife Nutrition Case Study – Facebook Live program
Online Anthropology
• Analyzing naturally-occurring online
conversations (linguistic analysis)
Searching for
• 332,000+ Herbalife Nutrition
conversations captured in 2017
Channels Harvested
• Sources of Herbalife Nutrition
conversation include forums, blogs,
review sites, Twitter, YouTube, and
public Facebook pages

20. All other brand conversations
on owned Facebook
FB Live
Conversations
17.2%
IMPACT: Facebook Live broadcasts drove over 17% of comments and
posts on brand-owned Facebook properties in 2017
FB LIVE EVENTS AS A DRIVER OF 2017 HERBALIFE
FACEBOOK PROPERTY CONVERSATION
1/1/2017-12/31/2017

21. IMPACT: Brand recommendations on-owned FB properties declined in
2016, rebounded in 2017 with addition of FB Live broadcasts*
HERBALIFE ADVOCACY EFFICIENCY ON BRAND-OWNED FACEBOOK PROPERTIES
1/1/2016-12/31/2017
*Source: Herbalife Nutrition Facebook data
ADVOCACYEFFICIENCY
0%
5%
10%
15%
20%
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017
Facebook

22. IMPACT: Compared to overall online conversation about the brand, live
events drove higher advocacy, sentiment, and desired associations
11.2%
8.9% 9.6%
7.4%
22.6%
7.7%
48.6%
20.8%
0%
10%
20%
30%
40%
50%
60%
Advocacy
Efficiency
Brand
Information
Seeking
Brand
Sentiment
Nutrition
Discussion
All Brand
Conversation
SHARE OF CONVERSATION
1/1/2017-12/31/2017
SHARE

23. Dyson Dunkin’ Donuts

24. “Live” content co-creation: Impact on conversations & brand sentiment
Herbalife Nutrition Case Study – SXSW 2018
• 73% increase in total conversations about
Herbalife Nutrition on social
• Ranked 2nd in overall mentions/conversations
on social for 2 day period (behind Elon Musk)

25. 87%
13%
Positive
Neutral
Negative
62%
34%
4%
Positive
Neutral
Negative
16%
71%
13%
Positive
Neutral
Negative
Sentiment Before SXSW Sentiment During SXSW
Herbalife Nutrition SXSW SentimentPositive brand experiences at SXSW
significantly impacted Herbalife Nutrition’s
overall online brand sentiment:
• 46% pts increase in positive sentiment
• 9% pts decrease in negative sentiment
• Sustained decreased negative
sentiment post SXSW
16%
78%
6%
Positive
Neutral
Negative
Sentiment After SXSW
“Live” content co-creation: Impact brand sentiment
Herbalife Nutrition Case Study – SXSW 2018

26. The future of live content

27. • Ecommerce experience
• Mixed realities (AR, VR)
• Dynamic content will stand out
• Advertising/marketing integrations
• AI, targeted and personalized live experiences
Continued Demand for Live Content:
(+ opportunities for brands)

29. Erin Richards-Kunkel
Director, Social Media, Global Corporate
Communications
Herbalife Nutrition
erinri@herbalife.com
/erinrichardskunkel
@erinsrichards