A Western European Facebook Journey…ABInBev Digital Marketing
HELLO……....©Anheuser-Busch InBev
©Anheuser-Busch InBev
‘The World has changed, the consumer has changed,         Marketing has not’ (Joseph Jaffe)
FROM:©Anheuser-Busch InBev
TO:©Anheuser-Busch InBev
‘It isn’t your ‘Return on                         Investment’ that matters but                                 your ‘Retur...
©Anheuser-Busch InBev
We became LOCAL….
..creating 7 new ‘Local Pages’ for our Key               Focus Brands
...each with targets above and beyondjust growing ‘fan numbers’…….• FAN NUMBERS• EARNED MEDIA VALUE• EPM (Engagement per t...
©Anheuser-Busch InBev
2009-2011 Experiential Platform Jupiler in Belgium : Music Festivals©Anheuser-Busch InBev
©Anheuser-Busch InBev
JOE PILER CREW CONTEST as an integrated     online & social media campaign
Offering ‘Once in a Lifetime opportunities..’
…Facebook lit up!!!!!
Over 2.5k entries for the job                                  6:1 Return on PR                            +8% increase in...
©Anheuser-Busch InBev
….audition to be a ‘film star’..©Anheuser-Busch InBev
..with the end goal being…….©Anheuser-Busch InBev
Key Learnings…..•   It takes time to get the    momentum going..     Countries are different     Cultures are different ...
©Anheuser-Busch InBev
©Anheuser-Busch InBev
Day2 1545 incorporating_facebook_into_a_brand_plan_abinbev
Day2 1545 incorporating_facebook_into_a_brand_plan_abinbev
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Day2 1545 incorporating_facebook_into_a_brand_plan_abinbev

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Day2 1545 incorporating_facebook_into_a_brand_plan_abinbev

  1. 1. A Western European Facebook Journey…ABInBev Digital Marketing
  2. 2. HELLO……....©Anheuser-Busch InBev
  3. 3. ©Anheuser-Busch InBev
  4. 4. ‘The World has changed, the consumer has changed, Marketing has not’ (Joseph Jaffe)
  5. 5. FROM:©Anheuser-Busch InBev
  6. 6. TO:©Anheuser-Busch InBev
  7. 7. ‘It isn’t your ‘Return on Investment’ that matters but your ‘Return on Engagement’; not your ‘Unique Sales Point’ (USP), but your ‘Customer Engagement Point’ (CEP)’ …...so stop shouting and start a CONVERSATION…..’ Sticky Marketing (Grant Leboff 2011)©Anheuser-Busch InBev
  8. 8. ©Anheuser-Busch InBev
  9. 9. We became LOCAL….
  10. 10. ..creating 7 new ‘Local Pages’ for our Key Focus Brands
  11. 11. ...each with targets above and beyondjust growing ‘fan numbers’…….• FAN NUMBERS• EARNED MEDIA VALUE• EPM (Engagement per thousand)• PAID / EARNED MEDIA RATIO ‘What gets measured, gets done’
  12. 12. ©Anheuser-Busch InBev
  13. 13. 2009-2011 Experiential Platform Jupiler in Belgium : Music Festivals©Anheuser-Busch InBev
  14. 14. ©Anheuser-Busch InBev
  15. 15. JOE PILER CREW CONTEST as an integrated online & social media campaign
  16. 16. Offering ‘Once in a Lifetime opportunities..’
  17. 17. …Facebook lit up!!!!!
  18. 18. Over 2.5k entries for the job 6:1 Return on PR +8% increase in Fan Numbers Significant increase in Fan Engagement©Anheuser-Busch InBev
  19. 19. ©Anheuser-Busch InBev
  20. 20. ….audition to be a ‘film star’..©Anheuser-Busch InBev
  21. 21. ..with the end goal being…….©Anheuser-Busch InBev
  22. 22. Key Learnings…..• It takes time to get the momentum going..  Countries are different  Cultures are different  Consumers are different• You need to be in it for the long term - 24/7/365• You will make mistakes………and you need to understand that that is a GOOD thing• End goal to drive W.O.M.• Keep it SIMPLE!!
  23. 23. ©Anheuser-Busch InBev
  24. 24. ©Anheuser-Busch InBev

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