1. The emergence of a 
new communication environment 2. Engagement: 
the new grail of communication strategies 3. How can be integrated 
an engagement strategy in a FMCG company?

1. M A S T È R E S P É C I A L I S É C O M M U N I C AT I O N S D ’ E N T R E P R I S E S - PA R I S E X E C U T I V E C A M P U S
How to build an
engagement strategy
around the interactive platform
of a FMCG company?
WRITTEN BY COLIN GODEFROY
HE AD TE ACHE R : JO ËL LE LAG IER
THE SIS SUPE RV ISO R : VIRG IN IE D E BA RN IER
CO MPANY : FE RRERO FRA NC E
TUTO R : G UILLAUME D U G ARD IER
JANUARY 20 1 3

2. 1 2 3
The emergence of a
new communication
environment
Engagement:
the new grail of
communication strategies
How can be integrated
an engagement strategy
in a FMCG company?

3. 1
The emergence of a
new communication environment

4. A paradigm change
Vertical communication Interactive communication

5. Mass-media
restructuration
Saturating A deep change
media landscape in behaviors
Audience New plateforms
fragmentation to exploit

6. French panorama
of medias consumption
Weekly use Penetration rate Growth
(in hours) (in %) (vs 2010)
Television 16,5 95 +2%
Internet 14,5 85 + 23 %
Radio 11,5 81 +3%
Newpapers 4,7 61 +2%
Magazines 4,5 66 + 20 %
Source : IAB Europe - Mediascope Europe 2012

7. Dynamic Consumer Journey
Development of ATAWAD Multi-channel
multi-tasking consumption content

8. 2 Engagement:
the new grail
of communication strategies

9. Insights
The benefits of
Influencers an engagement Co-construction
strategy
Equity

10. New imperatives in
communications
Conversation Virality Ambassador

11. 3 How can be integrated
an engagement strategy
in a FMCG company?

12. Objectives Strategy Evaluating
TOMSTER
Target Message Touchpoints Resources

13. 360° Integrated
Communication Communication

14. Move from transactional to
relational
$
+1

15. Offer an added value
EARNED
MEDIA
Produce content
Match different expectations
Engagement on Facebook
The power of like
Complementarity with paid media

16. What place for digital
marketing management?
BEST PRACTICES
HEAD ENGAGEMENT
BRAND GUIDELINES SUBSIDIARIES
QUARTERS STRATEGY
IMC EXECUTION

17. Building digital skills
Promote Best
Create Limit
new budgetary practices
ambassadors outsourcing
choices convention

18. What is the value of engagement?
$$$
+ ROE
Return On Engagement

19. DATA
IS THE NEW
OIL
Business
Web Analytics Insights
Intelligence

20. Move from Building
transactional Digital marketing Integrated
management communication digital skills
to relational
Earned Media R.O.E. Ambassadors Virality Big Data
Engagement
Strategy
ADAPTIVE
ADVANTAGE

21. THANKS
FOR YOUR
ATTENTION