Viral Marketing campaigns launched in May 2010 to increase Dassault Systèmes Awareness for the Launch of the new V6 Platform

1. Dassault Systèmes
The Collaborative Tribe (May 2010)
Nicolas Maritan
@nmaritan
Dassault Systèmes

2. A Global Team Driven by Passion for Innovation
8,700 Employees
80 Countries
83 Served Countries
23 R&D Labs

3. Our Mission
« Provide our customers with a collaborative platform to
put the consumer at the heart of the innovation cycle »
• “Lifelike Experience” to communicate across the enterprise and
directly with consumer using 3D as a universal language
• Connect all of the actors across the lifecycle to deliver the best
product at the right time

4. Our Challenges
• Increase Awareness about DS & our V6 collaborative platform
• Extend to new industries, new geographies and new
audiences where DS wants to grow
• Give a more friendly and understandable perception of DS
From 3 … …to 11 industriesTO
+

5. Changing the way we communicate…
• Leverage Web 2.0 and Communities mechanism
• Illustrate and democratize our V6 promise
– Place the consumer at the heart of the innovation spiral to avoid product failure
– 3D as a new media
• An innovative marketing approach to reach new audiences
In a B-to-B environment :

6. HOW ?

7. A « B to B »
Viral Marketing Campain
The Collaborative Tribe

8. Impact is not created by big
budgets, it is created by
innovative marketing
approaches.

9. 1. HAVE A SMART IDEA
AND SURPRISE YOUR
AUDIENCE.
Grab their attention!

10. A creative concept
• “The Collaborative Tribe” is a series showing six funny, skillful
and charming characters living at the prehistoric period. To
enhance their quality of life, they create products of the 21st
century, thanks to the secrets of V6...
• They need to communicate through a universal langage (3D)
and to collaborate in order to leverage their collective
intelligence.

11. A vehicle (movies)
• 6 episodes using humour
and originality to create
emotion and virality
• One-minute movie
• No dialog to maximize the
viral effect (understandable
everywhere)

12. A home base where people can find you
• Episodes
• Business informations on
the new V6 solutions
• 3D models of the characters
• Goodies
• A participation contest
« Become producer, send us
your scenario »
• Available in 10 languages
A dedicated website with rich content:

13. 2. BE VISIBLE ON SOCIAL
NETWORKS.
Make your audience talk about you

14. Leverage Social Networks
Maximize the viral effects by leveraging
the power of social networks

15. Facebook Application
• Give more visibility to the campaign
• Promote DS technologies
Up to 500 active
users/month

16. Enable & Encourage sharing
• Make sharing easy
Help people share your content
everywhere in one click
• Clickback Tracking
Measure how much traffic
is brought back to your pages.
You can use a free service like
4,500 sharing actions in 4 months
4,500 Total shares

17. BUT VIRAL MARKETING
IS NOT MAGIC…

18. 3. DEFINE A GLOBAL
MEDIA STRATEGY
Online & Offline: different tools
supporting the same objective.

19. Adopt a 360° marketing approach
DASSAULT SYSTEMES - Page -19
BRAND
AGENCY
MEDIA
AUDIENCE
From traditional
Communication…

20. Adopt a 360° marketing approach
DASSAULT SYSTEMES - Page -20
THE
COLLABORATIVE
TRIBE
Social
Networks
PR Campaign
(Press, News,
Blogs, …)
Events/
Tradeshows
YOUR
INTERNAL
Social
Networks
Emailing
Campaign
Media
placement
(Web banners,
Adwords…)
…to a 360° approach

21. Start within your company…
• A good way to initiate Buzz: employees are proud of their
company. They shared the campaign within their network.
• A good way to get first feedbacks: we have been able to
tune our content before the big launch (reduce errors)

22. Launch through Emailing & Media placement
• Define the appropriate target and the right support
according to your objectives
• We have selected specialized media to address our
emerging markets (High Tech, Life Sciences, Energy, … )

23. Extend through Social Media
23
~3,500 members
on 9 DS groups
~470 videos
on 8 DS channels
~5,700 followers
on 11 DS accounts
~1,500 members
on 10 DS groups/fan
page
~8,000persons
DS official Blog

24. Facebook Ads
• Very efficient
• Strong segmentation tool (geo,
age, keywords, education…)
• Easy and quick to put in place
• Cost per click model with a
control on the budget spend per
day
Results in 3 months
– 66 000 000 impressions
– 12,000 clicks
– Average cost : 0.21€/click

25. Don’t neglect online PR
• Send a PR alert to your PR agency
• Target also marketing blogs, magazines, …
– They were very receptive
– We’ve got a lot of articles and quotes that was
promoted/forwarded by others on social networks
150 articles/quotes

26. Take advantage of events/tradeshows
• Extend your creative concept to Offline media
• Boost traffic on your website
- Tribe costumes
- Event kit to promote the campaign including Roll-Up, Flyers,
stickers, T-shirt…

27. 4. MONITOR, TRACK
AND ADJUST

28. Daily Monitor Traffic & behavior
XITI (ATInternet)
Define clear, measurable objectives and KPIs from the beginning
• Traffic: nb of visits/day, nb of unique visitors, …
• Movies: nb of views, sharing
• Nb of registrations opt-in
• Behavior of the visitor after registration / Time spent
YouTube Insight

29. Listen to what people say & be reactive
TweetDeck/Netvibes Google alertsWikio/Technorati
Engage in conversations

30. An innovative B2B
campaign that left
lasting impressions

31. Some figures
• Objective 1: Awareness & viral effects
• 330,000 pages viewed
• 110,000 unique visitors from 50 countries
• 10,000 downloads (Product brochures, 3D models, images, screensaver, …)
• 150 press articles and blog posts
• 5% of the visitors have made a viral action (5,000 actions)
• Very positive feedbacks from customers
• Objective 2: Capture new contacts
• 13,400 members registered on the website
• 580 Fans on Facebook / 180 Followers onTwitter
• 70% of new contacts from all contacts captured
• 50% of those being from new markets

32. Thank you!
@nmaritan