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. 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
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 news
6 First Name Last Name Factory visits Seasons
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 interested
7 Kati Sulin 07.06.12
8. Combining
new taste sensations
with entertainment
First Name Last Name
