Digital strategy for Ferrero Russia
14
Digital Strategy for Eastern Europe Prepared by: Anton Razumov [email protected] mob: +7 916 705 80 04 twi=er: @ZooMik 16 th of February, 2012
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This Strategy was presented to Marketing Director and Head of Communications on 16th of February.
Transcript of Digital strategy for Ferrero Russia
Digital Strategy
for Eastern Europe
Prepared by: Anton Razumov [email protected] mob: +7 916 705 80 04 twi=er: @ZooMik
16th of February, 2012
Agenda: • Overview • Managing locally • Growing fans • Internal communication
• BackUPs: 1. Your SEM capability 2. How to work with Digital Agencies 3. Social media Triage
…but still “fail” to Plan Properly
Ferrero “jumps” Into Social Media
“…5 years in social media for a mul1na1onal brand and by their own admission they are only at the beginning…”
Guillaume du Gardier, Head of Digital Media in Ferrero
Insight:
Many companies do not engage with their consumers
Overview:
Ferrero’s brands LIKE the idea, but don’t fully execute at local level
5 Nutella (R
US) has only 180 likes, 7 sh
ares!
TicTac: last update 7th Aug There is NO: Twi=er, Facebook, even VKontakte
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
Growing fans • Individual brand pages incredibly popular
• Products people happen to LOVE
Focus on growing their fans!!!
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
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
Thank you!
Contact informa=on: Anton Razumov [email protected] mob: +7 916 705 80 04 twi=er: @ZooMik
16th of February, 2012
Back UPs:
Brief
Campaign Planning
User Demand Analysis
Usability Study
Audit Implement
Observa=on &
Refinement
Repor=ng
Status Mee=ngs
Establish the campaign objec=ves and metrics for success
Cross channel strategy mee=ngs to ensure integrated
planning approach
Analyse user demand, seasonality trends,
compe==ve benchmarking and combine with forecast
tools
Conduct Visibility, Content & Reputa=on audits and provide detailed recommenda=ons
Provide implementa=on guidance & hand hold throughout process
Observe changes to rankings and traffic levels and refine strategy. Use analy=cs to understand new
user’s intent
Update Rankings Report & Campaign Objec=ves Report
and feed insight back into strategy
Regular calls and status mee=ngs with client to ensure a partnership
approach
Analyse user experience, usability and conversion path analysis and feed into audit. Gain further insight by deep
diving into Analy=cs
Your SEM capability:
§ 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.
How to work with Digital Agencies:
13
Social media Triage:
Can you add value?
Evaluate the purpose
Respond in kind & share
Thank the person
Unhappy Consumer?
Dedicated Complainer?
Comedian Want-‐to-‐Be?
Nega]ve Posi]ve
Yes No
Do you want to respond?
No Response
No
Yes
Take reasonable ac]on to fix issue and let
consumer know ac]on taken
Are the facts correct? Gently correct the facts
No
No
No
Yes
Are the facts correct?
Does consumer need/deserve more info?
Yes
Explain what is being done to correct the
issue.
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor.
No
Yes
No Yes
Yes
Assess the message
