@emcloud, @nestle
@ischafer, @deepfocus
Using Platforms To Drive
Integrated Marketing
14 August 2014
One
at a Time
Category leaders
with 24 brands
But how do we continue
to relate as consumers
become dependent upon
apps and platforms for
content?
And how do we turn platforms into
engaging, attitude-changing media
that scales?
Over
a billion
tweets
every 3 days
39
tweets from
every minute
from pet owners
are relevant to us
so we embedded Deep Focus’ always-on
Moment Studio @ Purina to be more relevant to them.
And we promote the best content to ensure
that the right people see it.
We review thousands and thousands of conversations...
I love playing with my cat Pixie, she
makes everything so much better!
173,000,000
138,000,000
IMPRESSIONS BY PLATFORM APRIL 2013 - APRIL 2014
Source: Simply Measured, Facebook Insights; Date r...
Utilizing the power of platforms & visual
storytelling to build our brands
1) From sponsorships to partnerships.
2) From brand ecosystem to being wherever
our consumer is.
2) From brand ecosystem to being wherever
our consumer is.
2) From brand ecosystem to being wherever
our consumer is.
2) From brand ecosystem to being wherever
our consumer is.
2) From production to production x
distribution.
ANY QUESTIONS?
@emcloud @nestle
@ischafer @deepfocus
Slide title copy area
@emcloud, @nestle
@ischafer, @deepfocus
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
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How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14

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Ian Schafer from Deep Focus & Emily Cloud from Nestle's presentation deck from Digiday Platform Summit, August 14, 2014.

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  • One Pet Lover at a Time
  • Category leaders in fact,
  • with 24 brands!
  • we’re not as far ahead as we’d like to be.
  • And we also know what the #1 driver of that choice is. It’s:
  • Because we humans are sending over a BILLION tweets every 3 days!
  • That’s 39 conversations every minute of every day.
  • We’re not some cold impersonal factory churning out kibble.

    Heritage and being around for a long time used to mean that people would trust you and your products. But, over the last several years, trust took on an enhanced definition
  • We’re still showcasing our Expertise and Empathy- but we’re going about it in an intimate, more personal way.
  • We start with what we find out there. And then we add our magic…
  • We start with what we find out there. And then we add our magic…
  • And send a reply.
  • And send a reply.
  • And send a reply.
  • And send a reply.
  • Need to update numbers from unmetric
  • Today people expect a personal response from a
    company within hours of tweeting a question or
    Complaint.
  • How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14

    1. 1. @emcloud, @nestle @ischafer, @deepfocus Using Platforms To Drive Integrated Marketing 14 August 2014
    2. 2. One at a Time
    3. 3. Category leaders
    4. 4. with 24 brands
    5. 5. But how do we continue to relate as consumers become dependent upon apps and platforms for content?
    6. 6. And how do we turn platforms into engaging, attitude-changing media that scales?
    7. 7. Over a billion tweets every 3 days
    8. 8. 39 tweets from every minute from pet owners are relevant to us
    9. 9. so we embedded Deep Focus’ always-on Moment Studio @ Purina to be more relevant to them.
    10. 10. And we promote the best content to ensure that the right people see it. We review thousands and thousands of conversations/day and respond to nearly a thousand tweets every week, averaging an identification-to-response window of about 2 hours. to deliver thousands of pieces of personalized content each month directly to thousands of people that need them – whether they asked us for them or not.
    11. 11. I love playing with my cat Pixie, she makes everything so much better!
    12. 12. 173,000,000 138,000,000 IMPRESSIONS BY PLATFORM APRIL 2013 - APRIL 2014 Source: Simply Measured, Facebook Insights; Date range: April 2013 to 2014. Twitter Impression Volume=Post Impressions + Impressions from Mentions ; Instagram Impressions are indicative of posting volume and follower count; Facebook Impressions=Organic/Viral Impressions + Paid Impressions; YouTube Impressions=Video Views 35,000+ personalized engagements #57 95% response rate
    13. 13. Utilizing the power of platforms & visual storytelling to build our brands
    14. 14. 1) From sponsorships to partnerships.
    15. 15. 2) From brand ecosystem to being wherever our consumer is.
    16. 16. 2) From brand ecosystem to being wherever our consumer is.
    17. 17. 2) From brand ecosystem to being wherever our consumer is.
    18. 18. 2) From brand ecosystem to being wherever our consumer is.
    19. 19. 2) From production to production x distribution.
    20. 20. ANY QUESTIONS? @emcloud @nestle @ischafer @deepfocus
    21. 21. Slide title copy area @emcloud, @nestle @ischafer, @deepfocus

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