In his BlogWell Boston presentation, Dassault Systèmes' Social Communications Senior Manager, Aurélien Blaha, shares how they asked fans to change the world using social media. Aurélien goes into detail about their #IFWE campaign and how, by opening their brand up to the community, they were able to transform the campaign into a movement.

1. SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
This presentation is from
BlogWell
Boston
October 22, 2013
socialmedia.org/blogwell
Aurélien Blaha
#IFWE

2. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
#BlogWell
#IFWE...
Aurélien BLAHA (@aurelienblaha)
Senior Manager, Social
Communications
Dassault Systèmes
(@Dassault3DS)
BlogWell Boston, Oct 22nd, 2013

3. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
50% of population is under 30
years old
[Digital natives] connect and communicate differently than other
generations. As marketers we need to understand that building
relationships with this generation of consumers will take a different
approach.
We have to market WITH them, not TO them. […] They create
together, so we have to facilitate togetherness and deliver tailored
experiences that enable great memories.
GenY wants to actively participate and be included as partners
in the brands they love.
#BlogWell
Ekaterina Walter (@ekaterina)
Former Social Media Innovator, Intel
Partner and CMO, Branderati
Author, “Think Like Zuck”

4. #BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013

5. #BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013

6. #BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013

7. #BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013

8. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
A global advertising campaign
#BlogWell

9. #BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013

10. #BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013

11. #BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013

12. #BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013

13. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
By design, advertising
campaigns are…
#BlogWell

14. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
From a Campaign to a Movement
#BlogWell

15. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
Objectives
Awareness
Reach new audiences and influencers by opening up the conversation
Engagement
Engage with our existing and newly acquired community
Associate “WE” with the community at large, not just us
Content
#BlogWell
Associating Dassault Systèmes brand with sustainability and “world-changing enablers”
Retrieving user-generated content people can easily identify to

16. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
Multiple channels into a single
funnel
#BlogWell
www.3ds.com
#IFWE

17. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
Results (2012 edition)
8% 4%
Audience
3ds.com
150K page views on 3ds.com, 90K+ unique visitors
Average time spent/visit: 5-6 min
+65K on FB in 2 months, very low ad spending
Engagement
550 contributions (“#IFWE Dreams”) collected
Engagement growth on FB in spite of
high audience base growth
Content
#BlogWell
User-generated content that can be repurposed
Sustainability as the main conversation topic
51%
37%
Facebook
Twitter
Blogs

18. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
Conversation drivers
#BlogWell

19. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
Community feedback
#BlogWell

20. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
Connecting with fans… one at a
time
#BlogWell

21. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
Connecting with fans… one at a
time
#BlogWell

22. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
“World-Changing Dreamers”
http://youtu.be/7bnTxUwM1tQ
#BlogWell

23. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
Dunkin’ Donuts Facebook covers
(seen at BlogWell!)
#BlogWell

24. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
Dassault Systèmes Facebook
covers
#BlogWell

25. #BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013

26. #BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
let go of control of
our brand,
we can transform
campaigns into
#movements

27. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
#BlogWell
Thank you! 
Aurélien BLAHA (@aurelienblaha)
Senior Manager, Social
Communications
Dassault Systèmes
(@Dassault3DS)
BlogWell Boston, Oct 22nd, 2013

28. SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This presentation is from
BlogWell
Boston
October 22, 2013
socialmedia.org/blogwell
socialmedia.org/blogwell