Η παρουσίαση αυτή έγινε στα πλαίσια του Συνεδρίου Social Media World 2013, το οποίο πραγματοποιήθηκε στις 19 Ιουνίου, στο Divani Caravel στην Αθήνα.

2. 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.

3. 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!

4. What does making it count mean for NIVEA on
Facebook?

5. What are we counting … to make it count?
What Marketing insights did we want to gain?
In depth product insights
New product development
and product marketing
strategy
Build a database of Consumer
Profiles
Loyalty and ambassadorship
ECRM and one on one
relationships

6. 1. Product Insights
Ask it
Have you tried it?
What do you think?
What is your
favorite thing about
it?
Analyse Feedback and
Optimise
Favorite Quality is the smell
Focus on ‘Smell’
in communication
> Making posts count

7. 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

8. Promote trial, Start conversations and Build consumer profiles!
Not to increase participations and Likes.
2. Consumer Insights
> Making contests count

9. 2. Consumer Insights
> Making applications count
The User
experience
Interactivity that will tell us
something about each
user
> ‘Quiz’ mechanisms

10. 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

11. > 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 longer
just… a packshot!