Social mediaforum 310513 coted'or fmcg case matthieu vercruysse

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Social mediaforum 310513 coted'or fmcg case matthieu vercruysse

  1. 1. The role of Social Media for an FMCG brandThis is not the entire presentation
  2. 2. Copyright 2013 Aegis Media Belgium | isobar All rights reserved
  3. 3. Copyright 2013 Aegis Media Belgium | isobar All rights reserved@MatthieuV
  4. 4. Copyright 2013 Aegis Media Belgium | isobar All rights reserved
  5. 5. Copyright 2013 Aegis Media Belgium | isobar All rights reserved
  6. 6. Copyright 2013 Aegis Media Belgium | isobar All rights reservedPage Score = 38%Engagement Score = 16%
  7. 7. Copyright 2013 Aegis Media Belgium | isobar All rights reservedLegend or Reality ?
  8. 8. Copyright 2013 Aegis Media Belgium | isobar All rights reserved
  9. 9. Copyright 2013 Aegis Media Belgium | isobar All rights reserved
  10. 10. Copyright 2013 Aegis Media Belgium | isobar All rights reserved
  11. 11. Copyright 2013 Aegis Media Belgium | isobar All rights reserved
  12. 12. Copyright 2013 Aegis Media Belgium | isobar All rights reservedTelevisionExpo 58 – Dessert 58Gare du Midi - Zuid Station
  13. 13. Copyright 2013 Aegis Media Belgium | isobar All rights reservedPackaging
  14. 14. Copyright 2013 Aegis Media Belgium | isobar All rights reservedDigital ecosystem
  15. 15. Copyright 2013 Aegis Media Belgium | isobar All rights reservedLiquid content
  16. 16. Copyright 2013 Aegis Media Belgium | isobar All rights reservedSocial media complementary to campaignsCampaigns approachSocial Media approach
  17. 17. Copyright 2013 Aegis Media Belgium | isobar All rights reservedContent: brand
  18. 18. Copyright 2013 Aegis Media Belgium | isobar All rights reservedContent: Golden Ticket activation
  19. 19. Copyright 2013 Aegis Media Belgium | isobar All rights reservedContent: ‘Legend or Reality’
  20. 20. Copyright 2013 Aegis Media Belgium | isobar All rights reserved
  21. 21. Copyright 2013 Aegis Media Belgium | isobar All rights reservedROI ?"We didnt see any statistically significant relationship between ourbuzz and our short-term sales.“… but that social media plays a "crucial role"http://adage.com/article/cmo-strategy/coca-cola-sees-sales-impact-online-buzz-digital-display-effective-tv/240409/
  22. 22. Copyright 2013 Aegis Media Belgium | isobar All rights reservedROI, a point of view€ incremental sales attributed to Social Media€ invested on Social Media activityROI =
  23. 23. Copyright 2013 Aegis Media Belgium | isobar All rights reservedROI vs. ObjectivesReach Engagement
  24. 24. Copyright 2013 Aegis Media Belgium | isobar All rights reservedOur advices• Social Media to be included in the whole Communication strategy• Define a clear strategy for your reach objective, in complement toengagement• Don’t run after fans, run after engagement• Consider the relevancy of your content when looking at reach• Measure & optimize• Stay close to the brand DNA• … & eat chocolate !
  25. 25. The material contained in this documentation is proprietary and confidential to Aegis Media Belgium | isobarsocialike. Copies aremade available on the basis that use is limited to the sole purpose of information.It is not permissible to use, modify, copy or disclose any information contained herein for any other purpose without the expresswritten permission of Aegis Media Belgium | isobarsocialike.If you are not the intended recipient of this material you are requested to take immediate steps to destroy it.Questions ?

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