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Digital без силикона: Катя Кулиненко
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Digital без силикона: Катя Кулиненко

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    • 1. 1 06/06/13 © Fazer. All rights reserved25.04.2013Integration of online communications in marketing mix
    • 2. 2 22Digital Fazer in briefI. Web andmobile sitesII. CampaignsIII. Social media• Dozens of local andinternationalcampaignsannually, focus onFazer’s key brandsand themes.• Strong social mediapresence, both localand international.• Facebook, YouTube,Twitter, Google+,Pinterest, Instagram,LinkedIn,FourSquare...• Corporatewebsite andeight localconsumerwebsites and a(1-3 languageseach)• Dozens of brandpages• Four mobile sites
    • 3. 3 First Name Last NameDigital ecosystem3ChocolateCHOCOLATE
    • 4. © Fazer. All rights reserved7k148k17k***2-4k*2k530k**3k142k 186k 188k20k35k65k10k*Videoviews in Finland34k*0,2k0,02k 2k 40k49k38k7k0,5k2k5k200k50k199k 27k
    • 5. 5 First Name Last Name5Product info, onlinecustomer service,productdevelopmentBrand stories, Facebook fan page,product info, Twitter feed, competitions,videos, iPhone application (recipe book,healt info, etc)Digital version,blog , feedback,crowdsourcingSharing ofexperiences,contact formEvent info, expertblog, invite andregister, TwitterfeedFazer onlinecomms, additionalinfo, blog, video,pictures etc.Seasonal blogs,video stories,recipes & tipsProduct/serviceAdvertising/brandingFazer publicationsFactory visitsEvents/Face to faceSeasonsFazer news
    • 6. First Name Last NameConsumer dialogue is here to stay
    • 7. 7 06/06/13 © Fazer. All rights reservedExamples of Fazer’s online presence
    • 8. ANIMATED STORYOF PAX FROMFINLANDMOBILE OPTIMIZED CAMPAIGNSITEEVENTSHELSINKI-VANTAAAIRPORT-product sampling with QR codeHELSINKI-NEW YORK -flight- Product sampling + QR codeF MAGAZINE (QR CODE)M&M PAID ADVERTISEMENTVisitor marketing at the factoryPRONLINE DIALOGUE-PAX challenge in Fazer blog-Twitter discussion-Facebook distribution
    • 9. 9 06/06/13 © Fazer. All rights reservedMakes the world taste good.Makes the world taste good.
    • 10. 9 06/06/13 © Fazer. All rights reservedMakes the world taste good.Makes the world taste good.