Q&A with John Eaton of the Mondelez Engagement Lab (Oreo, Trident, Wheat Thins, Nilla)

Wondering how major brands such as Wheat Thins, Nilla Wafers, Oreo and Sour Patch Kids are finding success on Facebook? It’s all about smart, flexible, responsive marketing. These brands are all managed under the umbrella of Mondelez International, which also has Chips Ahoy, Ritz, Nabisco, Trident, Toblerone, Cadbury and many other delicious products in its family.

For these brands, Facebook marketing goals are two-fold: appease current fans and brand advocates, while trying to convince others to give the products a try.

How do they do it? Inside Facebook recently sat down at the Expion Social Business Summit with John Eaton, a contractor for the Mondelez Engagement Lab, which develops real-time marketing efforts for the aforementioned brands.

Inside Facebook: What are some unique ways that the companies use Facebook or Instagram to really connect with their fans and customers?

John Eaton: One of the things that every company gets is the importance of understanding the...

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