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Fazer Online EcosystemDigital Branding, Moscow | June 5-6, 2012
@kati_sulin
Fazer Food Services
Fazer Confectionery
Fazer Bakeries
Kati Sulin
Topics today
• Fazer online ecosystem
• Consumer behavior online
• Huge opportunities for branding -Angry Birds Sweets example
• Online dialogue is hard work -how to build the governance model
First Name Last Name4
Expanding the brand experience
4
Brandjournalism
Service
Dialogue
Entertainment
Publications
Product/service
Factory visits
Fazer news
Event/face to face
Advertising/branding
First Name Last Name5
Fazer ecosystem
5
Chocolate
CHOCOLATE
|
First Name Last Name66
Product info, online customer service on site / Twitter, product development
Brand stories, Facebook fan page, product info, Twitter feed, competitions, videos, iPhone application (recipe book, healt info, etc)
Online version, iPad version, blog
Sharing of experiences, contact form
Event info, expert blog, invite and register, Twitter feed
Fazer online comms, additional info, blog, video, pictures, etc.
Seasonal blogs, video stories, recipes & tips
Product/service
Advertising/branding
Fazer publications
Factory visits
Events/Face to face
Seasons
Fazer news
Kati SulinDoes not know us, not interestedDoes not know us, not interested
Knows us, not (yet) interestedKnows us, not (yet) interested
Knows us well, interested / likes usKnows us well, interested / likes us
Is interested, willing to stay in contact and share
Is interested, willing to stay in contact and share
Fazer contact, part of info loop –acts as an ambassador
Fazer contact, part of info loop –acts as an ambassador
Registered user, purchase intentRegistered user, purchase intent
Engagement ladder
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First Name Last Name
Combiningnew taste sensations
with entertainment
Social networking = people behind the brand
First Name Last Name
Thank you.
10 08.04.23