Digital без силикона: Катя Кулиненко

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The document discusses Fazer's integration of online communications into its marketing mix. It outlines Fazer's strong social media presence across platforms like Facebook, YouTube, Twitter and Instagram. It also details Fazer's corporate and consumer websites, mobile sites, and dozens of brand pages. Charts are included showing Fazer's follower counts and engagement across key social media channels. The document advocates that consumer dialogue online is an important part of Fazer's marketing strategy now and in the future.

1 06/06/13 © Fazer. All rights reserved
25.04.2013
Integration of online communications in marketing mix

3 First Name Last Name
Digital ecosystem
3
Chocolate
CHOCOLATE

© Fazer. All rights reserved
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First Name Last Name
Consumer dialogue is here to stay

7 06/06/13 © Fazer. All rights reserved
Examples of Fazer’s online presence

ANIMATED STORY
OF PAX FROM
FINLAND
MOBILE OPTIMIZED CAMPAIGN
SITE
EVENTS
HELSINKI-
VANTAA
AIRPORT-product sampling with QR code
HELSINKI-NEW YORK -flight
- Product sampling + QR code
F MAGAZINE (QR CODE)
M&M PAID ADVERTISEMENT
Visitor marketing at the factory
PRONLINE DIALOGUE
-PAX challenge in Fazer blog
-Twitter discussion
-Facebook distribution

9 06/06/13 © Fazer. All rights reserved
Makes the world taste good.Makes the world taste good.

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Digital без силикона: Катя Кулиненко

2. 2 22 Digital Fazer in brief I. Web and mobile sites II. Campaigns III. Social media • Dozens of local and international campaigns annually, focus on Fazer’s key brands and themes. • Strong social media presence, both local and international. • Facebook, YouTube, Twitter, Google+, Pinterest, Instagram, LinkedIn, FourSquare... • Corporate website and eight local consumer websites and a (1-3 languages each) • Dozens of brand pages • Four mobile sites

3. 3 First Name Last Name Digital ecosystem 3 Chocolate CHOCOLATE

5. 5 First Name Last Name5 Product info, online customer service, product development Brand stories, Facebook fan page, product info, Twitter feed, competitions, videos, iPhone application (recipe book, healt info, etc) Digital version, blog , feedback, crowdsourcing Sharing of experiences, contact form Event info, expert blog, invite and register, Twitter feed Fazer online comms, additional info, blog, video, pictures etc. Seasonal blogs, video stories, recipes & tips Product/service Advertising/branding Fazer publications Factory visits Events/Face to face Seasons Fazer news

6. First Name Last Name Consumer dialogue is here to stay

8. ANIMATED STORY OF PAX FROM FINLAND MOBILE OPTIMIZED CAMPAIGN SITE EVENTS HELSINKI- VANTAA AIRPORT-product sampling with QR code HELSINKI-NEW YORK -flight - Product sampling + QR code F MAGAZINE (QR CODE) M&M PAID ADVERTISEMENT Visitor marketing at the factory PRONLINE DIALOGUE -PAX challenge in Fazer blog -Twitter discussion -Facebook distribution

Editor's Notes

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Digital без силикона: Катя Кулиненко

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