Deasign Fazer

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  • 07.06.12
  • 07.06.12
  • 07.06.12
  • Deasign Fazer

    1. 1. Fazer Online EcosystemDigital Branding, Moscow | June 5-6, 2012@kati_sulin
    2. 2. Fazer Food ServicesFazer ConfectioneryFazer Bakeries
    3. 3. Topics today• Fazer online ecosystem• Consumer behavior online• Huge opportunities for branding -Angry Birds Sweets example• Online dialogue is hard work -how to build the governance model Kati Sulin
    4. 4. Expanding the brand experience Service Publications Dialogue Advertising/ branding Product/ser vice Factory Event/face visits to face Fazer news Brandjournalism Entertainment 4 First Name Last Name
    5. 5. Fazer ecosystem CHOCOLATE | Chocolate 5 First Name Last Name
    6. 6. Product info, online Brand stories, Facebook fan page, customer service on product info, Twitter feed, competitions, site / Twitter, product videos, iPhone application (recipe book, development healt info, etc) Online version, Sharing of iPad version, experiences, Product/service blog contact form Fazer online comms, additional Event info, expert info, blog, video, blog, invite and pictures, etc. Advertising/branding register, Twitter feed Seasonal blogs, video stories, recipes & tips Fazer publications Events/Face to face Fazer news6 First Name Last Name Factory visits Seasons
    7. 7. Engagement ladder Registered user, purchase intent Fazer contact, part of info loop – acts as an ambassador Is interested, willing to stay in contact and share Knows us well, interested / likes us Knows us, not (yet) interested Does not know us, not interested7 Kati Sulin 07.06.12
    8. 8. Combining new taste sensations with entertainmentFirst Name Last Name
    9. 9. Social networking = people behind the brand
    10. 10. Thank you.10 First Name Last Name 07.06.12

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