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!