3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

#BlogWell

#IFWE...
Aurélien...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

50% of population is under 3...
#BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
#BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
#BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
#BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

A global advertising campaig...
#BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
#BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
#BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
#BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

By design, advertising campa...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

From a Campaign to a Movemen...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Objectives

#BlogWell

Aware...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Multiple channels into a sin...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Results (2012 edition)

#Blo...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Conversation drivers

#BlogW...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Community feedback

#BlogWel...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Connecting with fans… one at...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Connecting with fans… one at...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

“World-Changing Dreamers”

h...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Dunkin’ Donuts Facebook cove...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Dassault Systèmes Facebook c...
#BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
#BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

let go of control ...
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

#BlogWell

Thank you! 
Auré...
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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/

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

    1. 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. 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. 3. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
    4. 4. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
    5. 5. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
    6. 6. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
    7. 7. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 A global advertising campaign #BlogWell
    8. 8. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
    9. 9. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
    10. 10. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
    11. 11. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
    12. 12. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 By design, advertising campaigns are… #BlogWell
    13. 13. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 From a Campaign to a Movement #BlogWell
    14. 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. 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. 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. 17. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Conversation drivers #BlogWell
    18. 18. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Community feedback #BlogWell
    19. 19. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Connecting with fans… one at a time #BlogWell
    20. 20. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Connecting with fans… one at a time #BlogWell
    21. 21. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 “World-Changing Dreamers” http://youtu.be/7bnTxUwM1tQ #BlogWell
    22. 22. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Dunkin’ Donuts Facebook covers (seen at BlogWell!) #BlogWell
    23. 23. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Dassault Systèmes Facebook covers #BlogWell
    24. 24. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
    25. 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. 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

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