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User generated content in Unilever
 

User generated content in Unilever

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    User generated content in Unilever User generated content in Unilever Presentation Transcript

    • User generated content Pourtoutvousdire.com Dove EU web sites Benjamin Long IT Business partner Marketing
    • Unilever
      • With 400 brands spanning 14 categories of home, personal care and foods products, Unilever is one of the largest FMCG (fast moving consumer goods) company. No other company touches so many people's lives in so many different ways.
      • 150 million times a day, someone somewhere chooses a Unilever product. From feeding your family to keeping your home clean and fresh, our brands are part of everyday life.
      • Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.
    • Unilever – Our brands
    • Pourtoutvousdire.com
      • Unilever’s consumer web site with the most traffic.
      • 3rd recipe web site, 4th female portal in France.
      • Part of the French consumer relationship marketing program.
    • Pourtoutvousdire.com
      • The site features:
        • Articles, tips
        • Games
        • News
        • e-coupons
        • Coaches
        • Shop
        • Forums and moderated chats
        • Community features (membership, profile, private mail)
        • Newsletter
        • Goodies
      • The “pourtoutvousdire” program also features a printed magazine.
      • The program is tightly linked to the CRM activities of the Unilever brands in France.
    • Pourtoutvousdire.com – User generated content Tips
      • Consumers can share their own tips on nutrition, health, beauty, etc.
      • Tips are straightaway published on the site and moderated a posteriori by a PTVD editor.
      • Tips from consumers are separated from the brand tips.
    • Pourtoutvousdire.com – User generated content Recipes
      • The site features a 4000 recipes database, of which 1000 have been written by consumers.
      • Consumers recipes are published straightaway and are moderated a posteriori .
      • Moderation consists in checking the quality of the recipe, spell checking, adding a food shot.
      • You can rate recipes, post a comment, send a mail to the recipe author.
      • Recipes does not necessarily rely on Unilever products.
    • Pourtoutvousdire.com – User generated content Recipes
      • You can also submit recipe requests.
      • Other consumers can say they are also interested in your request.
      • … hopefully, somebody will write the recipe for you!
    • Pourtoutvousdire.com – User generated content Recipes
    • Pourtoutvousdire.com – User generated content Forum + chat
      • Forums:
        • Topics: either free or a brand manager suggests a topic to the community
        • All forums are moderated
      • Chats:
        • Part of the activation strategy of the brands
        • Invite popular people (ex: Fabien Pelous, player in the French rugby team)
        • Moderated chat
    • Dove.com - Forum
      • Campaignforrealbeauty.com
      • Features a forum on all country sites (over 30 sites, over 30 languages)
      • 4 topics are proposed to the consumers, different from country to country.
        • UK: body image, older woman, unconventional looks, my views on the onslaught film
        • Germany: body image, mothers and daughters, action for more self esteem, beauty ideals in our society, my views on the onslaught film
    • Opportunities, challenges, risks
      • Opportunities
        • Gather direct insights on product launches, brand perception
        • Build a closer relationship with the consumer
        • Generate traffic, increase the number of visits per month for one visitor
        • Use the creativity of consumers
        • Enrich the content of the site at little cost
      • Challenges & issues
        • Moderation of forums in multiple languages (25 languages in Europe!)
        • Organisation (global projects vs. local responsibility for consumer activation)
        • Different data privacy regulations in different markets
        • Amount of data to process to collect insights
        • Costs for both implementation and maintenance
        • Value for money? (define success criteria, measure success, ROI)
      • Risks
        • Lose control of the brand message
        • Damage reputation, harm brand image
        • Regulation infringement (data privacy regulation, copyright)
    • Benjamin Long IT Business Partner Marketing Dammtorwall 15 20355 Hamburg Phone: 040 / 3490 3236 Mobile: 0173 / 630 1329 benjamin.long (at) unilever.com www.unilever.com