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Douwe Egberts @ CMNL19DE CommunityCasper Mooyman (@caspermooyman)1.1Utrecht, 22-08-2012
Introductie2
Douwe Egberts3
Douwe Egberts                          2001            1967        1924           1753    18064
Douwe Egberts           17535
Communicatie in verleden          Reclame!6
Traditioneel communicatie proces         Customer       Product                                         Testing          i...
Consumers are changing,marketing is changing8
Dialogue marketing is a type of marketingwith the purpose of creating, developingand maintaining a relationship betweenthe...
Douwe Egberts   Consumenten-     Loyalty   Social media &    Café           service     programma       eCRM  10
What has been done last year?Start Douwe Egberts op Hyves, Facebook, Twitter,YouTube•        Community management via Soci...
=           24/7 kanaal     Content strategie/formule           Campagnes         Kleine activaties            Interactief...
Douwe Egberts Facebook community?        = toestemming voor merk om te mogencommuniceren op prikbord van “fan”, echter…- U...
Community vs. Facebook14
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Douwe Egberts op Facebook door Casper Mooyman

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Presentatie van Casper Mooyman (DE) over Douwe Egberts en haar Facebook community's.

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Transcript of "Douwe Egberts op Facebook door Casper Mooyman"

  1. 1. Douwe Egberts @ CMNL19DE CommunityCasper Mooyman (@caspermooyman)1.1Utrecht, 22-08-2012
  2. 2. Introductie2
  3. 3. Douwe Egberts3
  4. 4. Douwe Egberts 2001 1967 1924 1753 18064
  5. 5. Douwe Egberts 17535
  6. 6. Communicatie in verleden Reclame!6
  7. 7. Traditioneel communicatie proces Customer Product Testing insight ontwikkeling Key visual Campagne Verkoop Key message briefing onderhandeling 360 graden 6-9 weken Evaluatie campagne advertising7
  8. 8. Consumers are changing,marketing is changing8
  9. 9. Dialogue marketing is a type of marketingwith the purpose of creating, developingand maintaining a relationship betweenthe brand and her (potential) consumerwhere the consumer is stimulated toaction9
  10. 10. Douwe Egberts Consumenten- Loyalty Social media & Café service programma eCRM 10
  11. 11. What has been done last year?Start Douwe Egberts op Hyves, Facebook, Twitter,YouTube• Community management via Social Embassy• Social identity & strategie door Social Embassy• Focus op creëeren van online dialogues• Webcare via Consumer Services• Campagnes/apps voor Punten Ruilen, IceCoffee co-creatie, Koninginnedag, Pinkpop & Lowlands• Heineken flirt (“corporate flirting” > http://www.citigate.nl/nl/publicaties/nieuws- opinies/opinie/35-opinie/335-corporate-flirting) 11
  12. 12. = 24/7 kanaal Content strategie/formule Campagnes Kleine activaties Interactief Persoonlijk12
  13. 13. Douwe Egberts Facebook community? = toestemming voor merk om te mogencommuniceren op prikbord van “fan”, echter…- Uiteenlopende socio-demografische kenmerken- Uiteenlopende redenen om fan te worden- Facebook = persoonlijke relaties (niet per sé groep)- “Like” verbindt niet mensen met elkaar- Interactie is vaak tussen vrienden, niet fans13
  14. 14. Community vs. Facebook14

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