Digital strategy for Ferrero Russia

1. 16th of February, 2012 Digital Strategy for Eastern Europe Prepared by: Anton Razumov anton.razumov@gmail.com mob: +7 916 705 80 04 twi=er: @ZooMik

2. Agenda: •  Overview •  Managing locally •  Growing fans •  Internal communication •  BackUPs: 1.  Your SEM capability 2.  How to work with Digital Agencies 3.  Social media Triage

3. Insight: s” Into Socia l Media Ferrero “jump “…5 years in social media for a mul1na1onal Properly brand and by their own admission they are only Plan …but still “fail” to at the beginning…” Guillaume du Gardier, Head of Digital Media in Ferrero

4. Overview: Many companies do not engage with their consumers

5. Ferrero’s brands LIKE the idea, but don’t fully execute at local level Nutella (RUS) has only 180 likes, 7 shares! TicTac: last update 7th Aug There is NO: Twi=er, Facebook, even VKontakte 5

6. Managing locally •  Eﬀec]ve localiza]on Regional pla^orms •  website, facebook, twi=er •  Drive Brand Pages/communi]es across local social networks: •  Vkontakte.ru (VK.com) •  Mail.Ru •  Odnoklassniki.ru

7. Growing fans •  Individual brand pages incredibly popular •  Products people happen to LOVE Focus on growing their fans!!!

8. Internal communication •  Internal Educa]on •  “Insights from Outside” community •  Digital “Launch” •  Social Media Trainings •  Internal Blog (knowledge system) •  communica]on & collabora]on •  for all people across business •  owned by HR department Sites like Yammer, Socialtext and Socialcast

9. Key points: •  Eﬀec]ve localiza]on Regional pla^orms •  Drive Brand Pages/communi]es across local social networks •  Focus on growing fans •  Implement Internal Educa]on about Digital •  Establish Internal Blog

10. 16th of February, 2012 Thank you! Contact informa=on: Anton Razumov anton.razumov@gmail.com mob: +7 916 705 80 04 twi=er: @ZooMik

11. Back UPs:

12. Your SEM capability: Establish the campaign objec=ves and metrics for success Regular calls and status Brief Cross channel strategy mee=ngs with client to mee=ngs to ensure integrated Status Campaign ensure a partnership Mee=ngs Planning planning approach approach Analyse user demand, Update Rankings User seasonality trends, Repor=ng Demand Report & Campaign Analysis compe==ve benchmarking Objec=ves Report and combine with forecast and feed insight back tools into strategy Observa=on Analyse user experience, Usability & Study usability and conversion path Refinement analysis and feed into audit. Observe changes to rankings and Gain further insight by deep traffic levels and refine strategy. diving into Analy=cs Use analy=cs to understand new Implement Audit user s intent Conduct Visibility, Content & Provide implementa=on guidance Reputa=on audits and provide & hand hold throughout process detailed recommenda=ons

13. How to work with Digital Agencies: §  Test to see that they focus on rela]onships, not campaigns. §  Ask when they failed at social media – and what they learned. •  TIP: Hire only agencies with “scar ]ssue” §  Leverage agencies and have them train you in all things social. •  Enable fast, concerted entry into the market §  Be wary of agencies wan]ng to crah your strategy – only you can do that. 13

14. Social media Triage: Take reasonable ac]on to ﬁx issue and let consumer know ac]on taken Posi]ve Nega]ve Yes Yes No Assess the Do you want Evaluate the Does consumer need/ to respond? message purpose deserve more info? Yes Unhappy Yes Are the facts No No Response Gently correct the facts Consumer? correct? No Yes Can you add No Dedicated Yes Are the facts No value? Complainer? correct? No Yes Is the Explain what is being Respond in Thank the Comedian Yes problem done to correct the kind & share person Want-‐to-‐Be? being ﬁxed? issue. No Yes Let post stand and monitor.

Digital strategy for Ferrero Russia

Vous êtes en train de lire un aperçu.

Consultez-les par la suite

Digital strategy for Ferrero Russia

Plus De Contenu Connexe

Similaire à Digital strategy for Ferrero Russia (20)

Plus par Anton Razumov (11)

Plus récents (20)