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If we let go of control of our Brand, we can transform campaigns into movements
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If we let go of control of our Brand, we can transform campaigns into movements

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Presentation shown at SocialMedia.Org's BlogWell in Boston on Oct 22nd, 2013. Live blogging report: http://www.socialmedia.org/blog/dassault-systemes-ifwe-live-from-blogwell/

Presentation shown at SocialMedia.Org's BlogWell in Boston on Oct 22nd, 2013. Live blogging report: http://www.socialmedia.org/blog/dassault-systemes-ifwe-live-from-blogwell/

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  • The IFWE campaign directly captures the way DassaultSystèmes enables innovators to navigate future possibilities (“IF”) and to work together to do so (“WE”). It also reflects a recognition that innovative collaboration invariably involves statements of questions that begin with the words “if we…”
  • Mainly a pushy campaignAssets not really fitting a social conversationAmbiguity on “WE”

Transcript

  • 1. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 #BlogWell #IFWE... Aurélien BLAHA (@aurelienblaha) Senior Manager, Social Communications Dassault Systèmes (@Dassault3DS) BlogWell Boston, Oct 22nd, 2013
  • 2. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 50% of population is under 30 years old [Digital natives] connect and communicate differently than other generations. As marketers we need to understand that building relationships with this generation of consumers will take a different approach. We have to market WITH them, not TO them. […] They create together, so we have to facilitate togetherness and deliver tailored experiences that enable great memories. GenY wants to actively participate and be included as partners in the brands they love. #BlogWell Ekaterina Walter (@ekaterina) Former Social Media Innovator, Intel Partner and CMO, Branderati Author, “Think Like Zuck”
  • 3. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
  • 4. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
  • 5. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
  • 6. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
  • 7. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 A global advertising campaign #BlogWell
  • 8. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
  • 9. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
  • 10. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
  • 11. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
  • 12. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 By design, advertising campaigns are… #BlogWell
  • 13. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 From a Campaign to a Movement #BlogWell
  • 14. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Objectives #BlogWell Awareness Reach new audiences and influencers by opening up the conversation Engagement Engage with our existing and newly acquired community Associate “WE” with the community at large, not just us Content Associating Dassault Systèmes brand with sustainability and “world-changing enablers” Retrieving user-generated content people can easily identify to
  • 15. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Multiple channels into a single funnel #BlogWell www.3ds.com #IFWE
  • 16. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Results (2012 edition) #BlogWell 8% 4% Audience 3ds.com 150K page views on 3ds.com, 90K+ unique visitors Average time spent/visit: 5-6 min +65K on FB in 2 months, very low ad spending Engagement 550 contributions (“#IFWE Dreams”) collected Engagement growth on FB in spite of high audience base growth Content User-generated content that can be repurposed Sustainability as the main conversation topic 51% 37% Facebook Twitter Blogs
  • 17. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Conversation drivers #BlogWell
  • 18. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Community feedback #BlogWell
  • 19. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Connecting with fans… one at a time #BlogWell
  • 20. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Connecting with fans… one at a time #BlogWell
  • 21. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 “World-Changing Dreamers” http://youtu.be/7bnTxUwM1tQ #BlogWell
  • 22. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Dunkin’ Donuts Facebook covers (seen at BlogWell!) #BlogWell
  • 23. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Dassault Systèmes Facebook covers #BlogWell
  • 24. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
  • 25. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 let go of control of our brand, we can transform campaigns into #movements
  • 26. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 #BlogWell Thank you!  Aurélien BLAHA (@aurelienblaha) Senior Manager, Social Communications Dassault Systèmes (@Dassault3DS) BlogWell Boston, Oct 22nd, 2013