1. A Western European Facebook Journey…
ABInBev Digital Marketing

2. HELLO……....
©Anheuser-Busch InBev

3. ©Anheuser-Busch InBev

4. ‘The World has changed, the consumer has changed,
Marketing has not’ (Joseph Jaffe)

5. FROM:
©Anheuser-Busch InBev

6. TO:
©Anheuser-Busch InBev

7. ‘It isn’t your ‘Return on
Investment’ that matters but
your ‘Return on
Engagement’; not your
‘Unique Sales Point’ (USP), but
your ‘Customer Engagement
Point’ (CEP)’
…...so stop shouting and start a
CONVERSATION…..’
Sticky Marketing (Grant Leboff
2011)
©Anheuser-Busch InBev

8. ©Anheuser-Busch InBev

9. We became LOCAL….

10. ..creating 7 new ‘Local Pages’ for our Key
Focus Brands

11. ...each with targets above and beyond
just growing ‘fan numbers’…….
• FAN NUMBERS
• EARNED MEDIA VALUE
• EPM (Engagement per thousand)
• PAID / EARNED MEDIA RATIO
‘What gets measured, gets done’

12. ©Anheuser-Busch InBev

13. 2009-2011 Experiential Platform Jupiler in Belgium : Music Festivals
©Anheuser-Busch InBev

14. ©Anheuser-Busch InBev

15. JOE PILER CREW CONTEST as an integrated
online & social media campaign

18. Offering ‘Once in a Lifetime opportunities..’

19. …Facebook lit up!!!!!

20. Over 2.5k entries for the job
6:1 Return on PR
+8% increase in Fan Numbers
Significant increase in Fan Engagement
©Anheuser-Busch InBev

21. ©Anheuser-Busch InBev

22. ….audition to be a ‘film star’..
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23. ..with the end goal being…….
©Anheuser-Busch InBev

24. Key Learnings…..
• It takes time to get the
momentum going..
 Countries are different
 Cultures are different
 Consumers are different
• You need to be in it for the long
term - 24/7/365
• You will make mistakes………and
you need to understand that that
is a GOOD thing
• End goal to drive W.O.M.
• Keep it SIMPLE!!

25. ©Anheuser-Busch InBev

26. ©Anheuser-Busch InBev