The document provides a proposed digital strategy for Ferrero, an Italian confectionery company, to expand its social media presence in Eastern Europe. It recommends that Ferrero establish a strong local presence on key regional social networks through dedicated brand pages and communities. It also suggests growing the fan base of individual brands by focusing on engaging existing fans. Additionally, the document emphasizes the importance of internal education about digital strategies and establishing an internal blog for knowledge sharing. The back pages provide more details on search engine marketing best practices, working with digital agencies, and handling social media issues.

1. 16th
of
February,
2012
Digital Strategy
for Eastern Europe
Prepared
by:
Anton
Razumov
anton.razumov@gmail.com
mob:
+7
916
705
80
04
twi=er:
@ZooMik

2. Agenda:
• Overview
• Managing locally
• Growing fans
• Internal communication
• BackUPs:
1. Your SEM capability
2. How to work with Digital Agencies
3. Social media Triage

3. Insight:
s” Into Socia l Media
Ferrero “jump
“…5
years
in
social
media
for
a
mul1na1onal
Properly brand
and
by
their
own
admission
they
are
only
Plan
…but still “fail” to at
the
beginning…”
Guillaume
du
Gardier,
Head
of
Digital
Media
in
Ferrero

4. Overview:
Many
companies
do
not
engage
with
their
consumers

5. Ferrero’s
brands
LIKE
the
idea,
but
don’t
fully
execute
at
local
level
Nutella
(RUS)
has
only
180
likes,
7
shares!
TicTac:
last
update
7th
Aug
There
is
NO:
Twi=er,
Facebook,
even
VKontakte
5

6. Managing locally
• Effec]ve
localiza]on
Regional
pla^orms
• website,
facebook,
twi=er
• Drive
Brand
Pages/communi]es
across
local
social
networks:
• Vkontakte.ru
(VK.com)
• Mail.Ru
• Odnoklassniki.ru

7. Growing fans
• Individual
brand
pages
incredibly
popular
• Products
people
happen
to
LOVE
Focus
on
growing
their
fans!!!

8. Internal communication
• Internal
Educa]on
• “Insights
from
Outside”
community
• Digital
“Launch”
• Social
Media
Trainings
• Internal
Blog
(knowledge
system)
• communica]on
&
collabora]on
• for
all
people
across
business
• owned
by
HR
department
Sites like Yammer,
Socialtext and
Socialcast

9. Key points:
• Effec]ve
localiza]on
Regional
pla^orms
• Drive
Brand
Pages/communi]es
across
local
social
networks
• Focus
on
growing
fans
• Implement
Internal
Educa]on
about
Digital
• Establish
Internal
Blog

10. 16th
of
February,
2012
Thank you!
Contact
informa=on:
Anton
Razumov
anton.razumov@gmail.com
mob:
+7
916
705
80
04
twi=er:
@ZooMik

11. Back
UPs:

12. Your
SEM
capability:
Establish
the
campaign
objec=ves
and
metrics
for
success
Regular
calls
and
status
Brief
Cross
channel
strategy
mee=ngs
with
client
to
mee=ngs
to
ensure
integrated
Status
Campaign
ensure
a
partnership
Mee=ngs
Planning
planning
approach
approach
Analyse
user
demand,
Update
Rankings
User
seasonality
trends,
Repor=ng
Demand
Report
&
Campaign
Analysis
compe==ve
benchmarking
Objec=ves
Report
and
combine
with
forecast
and
feed
insight
back
tools
into
strategy
Observa=on
Analyse
user
experience,
Usability
&
Study
usability
and
conversion
path
Refinement
analysis
and
feed
into
audit.
Observe
changes
to
rankings
and
Gain
further
insight
by
deep
traffic
levels
and
refine
strategy.
diving
into
Analy=cs
Use
analy=cs
to
understand
new
Implement
Audit
user s
intent
Conduct
Visibility,
Content
&
Provide
implementa=on
guidance
Reputa=on
audits
and
provide
&
hand
hold
throughout
process
detailed
recommenda=ons

13. How
to
work
with
Digital
Agencies:
§ Test
to
see
that
they
focus
on
rela]onships,
not
campaigns.
§ Ask
when
they
failed
at
social
media
–
and
what
they
learned.
• TIP:
Hire
only
agencies
with
“scar
]ssue”
§ Leverage
agencies
and
have
them
train
you
in
all
things
social.
• Enable
fast,
concerted
entry
into
the
market
§ Be
wary
of
agencies
wan]ng
to
crah
your
strategy
–
only
you
can
do
that.
13

14. Social
media
Triage:
Take
reasonable
ac]on
to
fix
issue
and
let
consumer
know
ac]on
taken
Posi]ve
Nega]ve
Yes
Yes
No
Assess
the
Do
you
want
Evaluate
the
Does
consumer
need/
to
respond?
message
purpose
deserve
more
info?
Yes
Unhappy
Yes
Are
the
facts
No
No
Response
Gently
correct
the
facts
Consumer?
correct?
No
Yes
Can
you
add
No
Dedicated
Yes
Are
the
facts
No
value?
Complainer?
correct?
No
Yes
Is
the
Explain
what
is
being
Respond
in
Thank
the
Comedian
Yes
problem
done
to
correct
the
kind
&
share
person
Want-­‐to-­‐Be?
being
fixed?
issue.
No
Yes
Let
post
stand
and
monitor.