Social Media World 2013 - Βακιρτζή Bανέσα: Facebook Strategy: Don’t count it, make it...
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Η παρουσίαση αυτή έγινε στα πλαίσια του Συνεδρίου Social Media World 2013, το οποίο πραγματοποιήθηκε στις 19 Ιουνίου, στο Divani Caravel στην Αθήνα.
Transcript of Social Media World 2013 - Βακιρτζή Bανέσα: Facebook Strategy: Don’t count it, make it...
This post received : 231 Likes This Application had: 8,000 participants
The comments on this post told us what NIVEA product users were ‘wearing’ that day!
Let’s count the Facebook numbersLet’s make the Facebook numbers count
This application told us that the majority of our Fan base prefer Spray Packaging.
So this year we decided to stop counting (as much)
and start making
Facebook results count for NIVEA
With the main objective of producing
valuable Marketing Insights!
What does making it count mean for NIVEA on Facebook?
What are we counting … to make it count?
What Marketing insights did we want to gain?
In depth product insightsNew product development and product marketing strategy
Build a database of Consumer ProfilesLoyalty and ambassadorship ECRM and one on one relationships
1. Product Insights
Ask itHave you tried it?What do you think?What is your favorite thing about it?
Analyse Feedback and OptimiseFavorite Quality is the smellFocus on ‘Smell’ in communication
> Making posts count
User experience> Product focus> Interactivity for selection and preference
Custom analytics> tagging and measuring user actions> Such as product selections/preferences
1. Product Insights> Making applications count
Promote trial, Start conversations and Build consumer profiles!Not to increase participations and Likes.
2. Consumer Insights> Making contests count
2. Consumer Insights> Making applications count
The User experience
Interactivity that will tell us something about each user> ‘Quiz’ mechanisms
Custom Application Insights Tool and Central Database
List of all Application participants broken down by:> application(s)> user actions/results per application> Product favorites/choices/ skin needs
2. Consumer Insights> Making applications count
Custom Analytics
> Over 70% of products now have deeper insights
> Crucial in deciding on products to introduce to the Greek market
> Product Communication Re-Focus (on and offline)
> Used by NIVEA in other markets
The result of making it count in 2013?
A Fan is no longer a ‘LIKE’ number
Vanessa Vakirtzi> Is 31 years old> Has kids
> Application activity> Comment activity> Skin Problem Area: Product Reviews
> Has: oily skin> Products she uses> Products she has won> Product she wants to try
Over 10.000 Consumer Profiles
A product is no longerjust… a packshot!
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