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Pane Web e Salame 2012

Ben&Jerry’s for Good Ideas
Who we are
@stefideluxe




                    We are a Social Media Company
                    dedicated to evangelize
                    and support our clients
                    in their online campaigns
                    through an advanced Media Mix
@stefideluxe
               Ben&Jerry’s
Goals
@stefideluxe

               • Generate Brand Advocacy before the italian
                 distribution kick-off

               • Show Ben & Jerry’s brand values and its social
                 mission

               • Buzz and Video Seeding about the initiative
                 Good Ideas

               • Boost the Word Of Mouth online engaging a
                 smart and connected audience

               • Online spread and support of the offline events
Strategy 1/2
@stefideluxe



                                                 Customers


                                                       Brand !
                     Social Brand
                                    Relational
Strategy 2/2
@stefideluxe




               Buzz Seeding and Video Seeding of the initiative
               throught the most important Social networks




               + Audit and Engagement of those Association that
               could be involved in the project and partecipate
               actively with their Good Idea
Ben & Jerry’s for Good Ideas: Video Report
@stefideluxe
Brand Advocacy
@stefideluxe
                         Traditional                                                                        Relational
                           Model                                                                             Model


                                                              Link
                                                            popularity
                     Visibility    Branding                                                       Popularity       Reputation
                                                         Engagement
                                                            rate
                            Information                        Positive                                     Relationship
                                                                Buzz


                    PAID SEARCH
                                                           BRAND                                                  SEO

               CORPORATE WEBSITE                          ADVOCACY                                                BRAND AMBASSADOR

                     DISPLAY ADV                                                                                  INTERNET PR

                  WEB ANALYTICS                                                                                   VIRAL CONTENT

                             DEM                                                                                  BUZZ ANALYTICS
                                          Elaborazione Viralbeat da Osservatorio Multicanalità MIP Milano
Social Costumer Relationship Management
@stefideluxe   The key is to reinvest the Brand Ambassador’s feedback in the campaign
               and in the Brand’s Research&Development progress.
                                                                                        Product/campaign’s R&D 2



                                                 Social
                        8
                     ACTIVATION
                                                                                      Product/campaign’s Launch 1




                          Social Media
                                                     1
                                                  ANALYSIS                                         5
                                                                                               ANALYSIS
                            Relation                         pr
                                                                  el
                                                                       au
                                                                            nc
                                                                                 h

                                     4
                                  ACTIVATION      BRAND                                2
                                                                                     INSIGHT



                     Seeding Strategy
                                                     3
                                                  STRATEGY
                                                                                     Cultural Tension



                            7
                         ANALYSIS
                                               Creative/ViralDna
                                                 Enucleation
                                                                                               6
                                                                                         ACTIVATION
Ben & Jerry’s 2
@stefideluxe




               • Scoop Tour 2012
               • Digital Reporter
               • Video supporter
               http://goodideas.benjerry.it/
R AZ IE
G    Stefania Fussi


!
     Marketing & Sales Manager

     Skype: stefania.fussi
     Twitter: @stefideluxe
     Facebook: Stefi Deluxe Fussi

     email: stefania.fussi@viralbeat.com

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Ben & Jerry's for Good Ideas - Stefania Fussi - #pwes3

  • 1. Pane Web e Salame 2012 Ben&Jerry’s for Good Ideas
  • 2. Who we are @stefideluxe We are a Social Media Company dedicated to evangelize and support our clients in their online campaigns through an advanced Media Mix
  • 3. @stefideluxe Ben&Jerry’s
  • 4. Goals @stefideluxe • Generate Brand Advocacy before the italian distribution kick-off • Show Ben & Jerry’s brand values and its social mission • Buzz and Video Seeding about the initiative Good Ideas • Boost the Word Of Mouth online engaging a smart and connected audience • Online spread and support of the offline events
  • 5. Strategy 1/2 @stefideluxe Customers Brand ! Social Brand Relational
  • 6. Strategy 2/2 @stefideluxe Buzz Seeding and Video Seeding of the initiative throught the most important Social networks + Audit and Engagement of those Association that could be involved in the project and partecipate actively with their Good Idea
  • 7. Ben & Jerry’s for Good Ideas: Video Report @stefideluxe
  • 8. Brand Advocacy @stefideluxe Traditional Relational Model Model Link popularity Visibility Branding Popularity Reputation Engagement rate Information Positive Relationship Buzz PAID SEARCH BRAND SEO CORPORATE WEBSITE ADVOCACY BRAND AMBASSADOR DISPLAY ADV INTERNET PR WEB ANALYTICS VIRAL CONTENT DEM BUZZ ANALYTICS Elaborazione Viralbeat da Osservatorio Multicanalità MIP Milano
  • 9. Social Costumer Relationship Management @stefideluxe The key is to reinvest the Brand Ambassador’s feedback in the campaign and in the Brand’s Research&Development progress. Product/campaign’s R&D 2 Social 8 ACTIVATION Product/campaign’s Launch 1 Social Media 1 ANALYSIS 5 ANALYSIS Relation pr el au nc h 4 ACTIVATION BRAND 2 INSIGHT Seeding Strategy 3 STRATEGY Cultural Tension 7 ANALYSIS Creative/ViralDna Enucleation 6 ACTIVATION
  • 10. Ben & Jerry’s 2 @stefideluxe • Scoop Tour 2012 • Digital Reporter • Video supporter http://goodideas.benjerry.it/
  • 11. R AZ IE G Stefania Fussi ! Marketing & Sales Manager Skype: stefania.fussi Twitter: @stefideluxe Facebook: Stefi Deluxe Fussi email: stefania.fussi@viralbeat.com

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