The document discusses how Ciszewski Internet helps brands connect with consumers through social media. It provides examples of social media strategies and campaigns they developed for brands such as DAX Cosmetics, Canal+ Sport, and Allianz F1. Ciszewski created Facebook pages and applications to engage consumers and support marketing goals like raising brand awareness, product launches, and building brand-sport associations. Their strategies resulted in increased fan numbers and engagement on social media for their clients.

1. Ciszewski Internet
Internet marketing & communication company

2. We build relationships between brands and people…
… in the new media.

3. Social media are:
mainstream
real-time web
ubiquitous
vast
difficult to embrace
defragmented
change 24/7

4. Social media change
organizations CUSTOMER
SERVICE PR
Social media strategy should not limit just to MARKET
marketing and PR. ING HR
Crowdsourcing or Enterprise 2.0 solutions may be
crucial elements to developement of dynamic
organization.
R&D IT
Social media touch each of these
areas.

5. Social media is redefining
how we – consumers:
CREATE
SHARE LEARN
CELEBRATE INFLUENCE
RECOMMEND
WORK
PLAY
COMPLAIN
COLLABORATE

6. Consumer 2.0:
Owns and co-creates
brand.
It needs marketing & PR ver. 2.0.
It needs agency ver. 2.0.
Agency, that understands how social media
platforms and its social power.
Agency, which is there as catalyst to acquire,
retain and enhance brand attributes.

7. Agecy 2.0 is…
…agency, which treats new media as integrated
part of creation and solution. Not only amplyfier
of „good, old” message.

8. We connect brands and people in more engaging way than
just sending marketing messages.
After all, the consumer 2.0 is the media. And our aim is to
build long-lasting relationship with him/her in social media.

9. We help: 1. Listen.
To learn the way consumers talk.
To know what they talk about and to make sure
there is a room for a brand in this conversation.
Activities:
 Business and communication objectives
analysis,
 Social media monitoring.

10. We help: 2. Engage
Activities:
 Assets allocation,
 Setting objectives,
 Picking the right tools,
 Creating a strategy for activities,
 Preparing organisation internelly.

11. We help: 3. Measure.
We measure what we aim to:
 Reach
 Influence
 Engagement
 Loyalty
 Action (e.g. purchase)

12. Our offer…
… as a part of new or existing communication strategies or campaigns:
WEBSITES
SEO/SEM BLOGGER RELATIONS
GAMES USABILITY AUDIT
INTERNET RESEARCH
INTERNET MONITORING
DISPLAY CAMPAIGNS BLOGGER CAMPAIGNS
SOCIAL MEDIA MARKETING
FACEBOOK MARKETING

13. Case studies

14. DAX Cosmetics: Cashmere brand
Brand:
Cashmere is a brand of popular make-up cosmetics in Poland.
Target Group:
Women 25-45
Strategic goal:
To embrace Facebook as effective tool of brand
communication with the target group.
Operational goals:
To build brand awareness among young women (25-35).
To support launches of new products.
To collect customer feedback.

15. DAX Cosmetics: Cashmere brand
What we did?
 We created Cashmere Page on Facebook.
 We publish almost everyday and each post gets
4000 to 6000 impressions (avarage)
 We engage fans in conversations about beauty,
makeup and ask for opinions about the
products.

16. DAX Cosmetics: Cashmere brand
What we did?
 We created an engaging contest for
Cashmere fans.
 Each day 2 persons that guessed what is the
cosmetic of the day first won a product.
 In 25 days application were used by 4820
users.

17. DAX Cosmetics: Cashmere brand
What we did?
 We created a sphisticated facebook
application that allows users trying
effects of Cashmere cosmetics on
their own picture and share with
friends their new look.
 Application creates a lot of buzz
among dedicated fans of Cashmere.

18. DAX Cosmetics: Cashmere brand
Results
 In 4 weeks we gathered a group of ca. 5000 Cashmere
fans (still growing)
 About 1000 active users every day! (see graph below)
 We engage fans in conversations with the brand on a
daily basis.
 We collected huge number of testimonials.

19. Canal+ Sport
Brand:
Canal+ Sport is most popular sport channel in
Poland. It has live transmissions of Polish
Football Leauge and most popular european
leagues.
Target Group:
Men (15 - up)
Strategic goal:
To build stronger association between Canal+
Sport and football.
To embrace Facebook as effective tool of brand
communication with the target group.

20. Canal+ Sport
What we did?
 Elaboration of comprehensive
strategy for Canal+ Sport presence
on Facebook.
 Constant cooperation with internal
stakeholders: TV presenters,
marketing and sales, technical
support, R&D. In order to deliver
quality content on FanPage.
 Community Management – posting
and reacting to comments on
FanPage.

21. Canal+ Sport
What we did?
 Graphic design and implementation
od Match score predictions
Application.
 Competition among friends on
Facebook.
 Generating discussions around score
predictions on Fan Page Wall.

22. Canal+ Sport
Results
 11,000 total number od fans.
 7000 new fans in 3 months.
 Intense conversations with post impressions number from 15,000 to 36,000 per
post.

23. Money Makers
Brand
 Financial consulting start-up established by
recognized financial experts.
Strategic goals:
 Communication support of launch of company’s
services.
 Generate intrest in services and online
subscription.

24. Money Makers
What we did?
 We created teasing fan page „Who pays to you
financial advisor?” where we provoked
discussions around the topic.
 We created brand FanPage „Money Makers”
for corporate communication.

25. Money Makers
What we did?
 We created idea, designed and implemented a
dedicated application that helps calculating
how much money one invested goes to middle-
man (financial advisors).
 Buzz created by application turned to intrest in
company services.

26. Money Makers
Results
 In first 4 weeks of activity Money
Makers gained clients with
significant budgets.
 About 500 persons became a fan.
 Facebook is second (after google)
source of traffic to the website.

27. Allianz F1
Brand
 Global financial organization. In Poland
mostly in personal and corporate
finance industry.
Strategic goals:
 Buliding association of Allianz brand
with Formula 1 racing among F1 fans
on Facebook.

28. Allianz F1
What we did?
 We created a FanPage called „Racing
Zone” („Strefa wyścigów”)
 Community Managment: providing
community with up-to-date
information about races, teams,
equipment…
Results:
 Ca. 1000 fans in 2 weeks with
minimum investments in Ads support.

29. HDI for flood victims
Brand
 HDI Insurance is one of the biggest
Insurance company in Poland
Strategic goal:
 Creating a website dedicated for
communication of HDI activites aimed
in helping Polish flood victims.
What we did?
 Graphic design and implementation of
website with Content Management
System in 7 days.

30. Thank you! Dziękujemy!
Paweł Stempniak
Strategy Director
m: +48 662 110 824
e: pstempniak@ciszewskiinternet.pl
Photo credit (CC licence):
Slide 2: SebastianZwarts (http://www.flickr.com/photos/29200302@N02/)
Slide 3: NASA's Marshall Space Flight Center (http://www.flickr.com/photos/28634332@N05/)
Slide 5: Stephan Geyer (http://www.flickr.com/photos/stephangeyer)
Slide 6: Blynka (http://www.flickr.com/photos/blynka/)
Slide 8: gailjadehamilton (http://www.flickr.com/photos/29881930@N00/)
Slide 9: Malvin Gaal (http://www.flickr.com/photos/94379417@N00/)
Slide 11: dirkjankraan.com (http://www.flickr.com/photos/dirkjankraan/)