How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
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Ian Schafer from Deep Focus & Emily Cloud from Nestle's presentation deck from Digiday Platform Summit, August 14, 2014.
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How Nestle Uses Platforms to Drive Successful Integrated Campaigns - DPlat, 8/14/14
- 1. @emcloud, @nestle @ischafer, @deepfocus Using Platforms To Drive Integrated Marketing 14 August 2014
- 5. But how do we continue to relate as consumers become dependent upon apps and platforms for content?
- 6. And how do we turn platforms into engaging, attitude-changing media that scales?
- 7. Over a billion tweets every 3 days
- 8. 39 tweets from every minute from pet owners are relevant to us
- 9. so we embedded Deep Focus’ always-on Moment Studio @ Purina to be more relevant to them.
- 10. And we promote the best content to ensure that the right people see it. We review thousands and thousands of conversations/day and respond to nearly a thousand tweets every week, averaging an identification-to-response window of about 2 hours. to deliver thousands of pieces of personalized content each month directly to thousands of people that need them – whether they asked us for them or not.
- 11. I love playing with my cat Pixie, she makes everything so much better!
- 23. 173,000,000 138,000,000 IMPRESSIONS BY PLATFORM APRIL 2013 - APRIL 2014 Source: Simply Measured, Facebook Insights; Date range: April 2013 to 2014. Twitter Impression Volume=Post Impressions + Impressions from Mentions ; Instagram Impressions are indicative of posting volume and follower count; Facebook Impressions=Organic/Viral Impressions + Paid Impressions; YouTube Impressions=Video Views 35,000+ personalized engagements #57 95% response rate
- 24. Utilizing the power of platforms & visual storytelling to build our brands
- 25. 1) From sponsorships to partnerships.
- 28. 2) From brand ecosystem to being wherever our consumer is.
- 29. 2) From brand ecosystem to being wherever our consumer is.
- 30. 2) From brand ecosystem to being wherever our consumer is.
- 31. 2) From brand ecosystem to being wherever our consumer is.
- 32. 2) From production to production x distribution.
- 36. ANY QUESTIONS? @emcloud @nestle @ischafer @deepfocus
- 37. Slide title copy area @emcloud, @nestle @ischafer, @deepfocus
Notes de l'éditeur
- One Pet Lover at a Time
- Category leaders in fact,
- with 24 brands!
- we’re not as far ahead as we’d like to be.
- And we also know what the #1 driver of that choice is. It’s:
- Because we humans are sending over a BILLION tweets every 3 days!
- That’s 39 conversations every minute of every day.
- We’re not some cold impersonal factory churning out kibble. Heritage and being around for a long time used to mean that people would trust you and your products. But, over the last several years, trust took on an enhanced definition
- We’re still showcasing our Expertise and Empathy- but we’re going about it in an intimate, more personal way.
- We start with what we find out there. And then we add our magic…
- We start with what we find out there. And then we add our magic…
- And send a reply.
- And send a reply.
- And send a reply.
- And send a reply.
- Need to update numbers from unmetric
- Today people expect a personal response from a company within hours of tweeting a question or Complaint.