Выступление Кати Сулин, Fazer Group, на Саммите Digital Branding 5-6 июня 2012 в Центре Digital October. www.digital-branding.ru

1. Fazer Online Ecosystem
Digital Branding, Moscow | June 5-6, 2012
@kati_sulin

2. Fazer Food Services
Fazer Confectionery
Fazer Bakeries

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

5. Fazer ecosystem
CHOCOLATE
| Chocolate
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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 08.06.12

8. Combining
new taste sensations
with entertainment
First Name Last Name

9. Social networking = people behind the brand

10. Thank you.
10 First Name Last Name 08.06.12