Hkd2 cph kati_sulin_fazer_taste_sensations

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Hkd2 cph kati_sulin_fazer_taste_sensations

  1. 1. 1<br />8.9.2011<br />TasteSensations Digital Ecosystem<br />1<br />@kati_sulin @FazerSuomi<br />
  2. 2. 2<br />8.9.2011<br />Twitter: <br />@kati_sulin@FazerSuomi<br />#HKD2<br />2<br />Fazer POV<br />
  3. 3. Registereduser, purchaseintent<br />Fazer contact, part of info loop –acts as an ambassador<br />Is interested, willing to stay in contact and share<br />Knows us well, interested / likes us<br />Knows us, not (yet) interested<br />Doesnotknow us, notinterested<br />Engagement ladder<br />3<br />8.9.2011<br />
  4. 4. 4<br />Fazer ecosystem<br />CHOCOLATE<br />Chocolate<br />4<br />
  5. 5. 5<br />8.9.2011<br />First Name Last Name<br />Fazer online brand experience<br />8.9.2011<br />5<br />5<br />
  6. 6. 6<br />Product info, online customer service on site / Twitter, product development<br />Brand stories, Facebook fan page, product info, Twitter feed, competitions, videos, iPhone application (recipe book, healt info, etc)<br />Online version, iPad version, blog <br />Sharing of experiences, contact form<br />Product/service<br />Fazer online comms, additional info, blog, video, pictures, etc.<br />Event info, expert blog, invite and register, Twitter feed<br />Advertising/branding<br />Seasonal blogs, video stories, recipes & tips<br />Fazer publications <br />Events/Face to face <br />Fazer news<br />Factory visits <br />Seasons<br />6<br />
  7. 7. 7<br />Expanding the brand experience<br />Services<br />Publications<br />Dialogue<br />Advertising/branding <br />Product/service<br />Factory visits <br />Event/face to face <br />Fazer news<br />Brandjournalism<br />Entertainment<br />7<br />
  8. 8. 8<br />8<br />
  9. 9. 9<br />9<br />
  10. 10. 10<br />Online concept 5<br />Online concept 1<br />Online concept 3<br />Online concept 2<br />Online concept 4<br />10<br />
  11. 11. 11<br />8.9.2011<br />Twitter: <br />@kati_sulin@FazerSuomi<br />#HKD2<br />11<br />Consumer POV<br />
  12. 12. 12<br />8.9.2011<br />
  13. 13. 13<br />8.9.2011<br />
  14. 14. 14<br />8.9.2011<br />Someone who enjoys things and constantly seeks for new things<br />33 years old, urban city woman from Helsinki<br />Lives in a household of 2: together with her husband in Töölö<br />Has a business degree, works in marketing or a large international company<br />Feels secured about her personal finances. Does not really have to worry about money.<br />Uses a lot of modern technology, a smart phone, tablet, computer, etc, in order to stay in touch with her friends, family, and what is going on<br />Hobbies include pilates, concerts, cooking and reading<br />Appreciates and enjoys good food<br />Tries to make healthy food choices <br />
  15. 15. 15<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Morning<br />Breakfast time: Fazer iPhone application suggests a healthy breakfast menu for every morning.<br />
  16. 16. 16<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Morning<br />Breakfast time: Fazer iPhone application suggests a healthy breakfast menu for every morning.<br />Enjoys Fazer rye toast with cottage cheese and tomato.<br />
  17. 17. 17<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Morning<br />In tram:<br />Sees a promo of a new Fazer candy in Facebook.<br />=> Orders a sample and agrees to comment on it afterwards. <br />
  18. 18. 18<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Before noon<br />Sees an interesting Fazer job advert posted in Twitter. =>Looks for further info on Fazer.com (employee videos, Fazer stories, etc.)<br />
  19. 19. 19<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Before noon<br />Buys a chocolate bar from tram station.<br />
  20. 20. 20<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Before noon<br />Buys a chocolate bar from tram station.<br />Checks from Fazer.com whether the new chocolate includes nuts.<br />
  21. 21. 21<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Afternoon<br />Enjoys a lunch at Amica:<br />A healthy salmon salad.<br />
  22. 22. 22<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Afternoon<br />Enjoys a lunch at Amica:<br />A healthy salmon salad.<br />Checks the nutritional facts of the salad by using Amica iPhone application. <br />
  23. 23. 23<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Afternoon<br />Meets a friend at Fazer Café Kluuvi: enjoys a cafe latte and a piece of strawberry cake.<br />
  24. 24. 24<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Afternoon<br />checks into Foursquare. Sends a picture of her friend having cake to FB.<br />Meets a friend at Fazer Café Kluuvi: enjoys a cafe latte and a piece of strawberry cake.<br />
  25. 25. 25<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Reads a recommendation of F8 restaurant in Twitter.<br />Afternoon<br />
  26. 26. 26<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Reads a recommendation of F8 restaurant in Twitter.<br />Early evening<br />Has a dinner at F8 restaurant: pasta with goat cheese. <br />
  27. 27. 27<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Reads a recommendation of F8 restaurant in Twitter.<br />Early evening<br />Writes her own evaluation and shares it with her network.<br />Has a dinner at F8 restaurant: pasta with goat cheese. <br />
  28. 28. 28<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Early evening<br />Sees a tv documentary about the origins of chocolate. <br />
  29. 29. 29<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Early evening<br />Sees a tv documentary about the origins of chocolate. <br />Looks for further info at Fazer.com about Fazer and sustainability.<br />
  30. 30. 30<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Late evening<br />Sees a discussion about Fazer as an employer in Suomi24.fi.<br />
  31. 31. 31<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Late evening<br />Sees a discussion about Fazer as an employer in Suomi24.fi<br />Writes a job application… <br />
  32. 32. 32<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Late evening<br />Sees a discussion about Fazer as an employer in Suomi24.fi.<br />…and attaches a link to her LinkedIn CV.<br />Writes a job application… <br />
  33. 33. 33<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Late evening<br />Reads articles in bed by using iPad: Fazer magazine suggests great chocolate cake recipes. <br />
  34. 34. 34<br />8.9.2011<br />A typical day with Fazer encounters<br />OFFLINE<br />ONLINE<br />Late evening<br />Reads articles in bed by using iPad: Fazer magazine suggests great chocolate cake recipes. <br />Decides to try out a mud cake recipe on Saturday.<br />
  35. 35. 35<br />8.9.2011<br />THANK YOU!<br />Twitter: <br />@kati_sulin@FazerSuomi<br />#HKD2<br />35<br />

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