Presentation for de Diary NPD, 16 Februar 2012

1. Power to the Consumer in Digital Channels
Diary NPD

2. My Timeline
Elmar Duiveman, founderqibiq, born 1976
+10 yearsexperience in digital &social media
elmar@qibiq.nl
1976 1998 2008 2018
Today
World Online timeline
1976 1983 1998 2008 2018
Today

3. Source: The Social Revolution

4. At this moment: Social Media @ FrieslandCampina:
a leading global player in Dairy Products
Over 400.000 cows…
More than 15.000 farmers…
Over 124 brands….
20.000 co workers….
Our goal to engage millions of Consumers

5. At this moment: Social Media @ FrieslandCampina:
a leading global player in Dairy Products
Over 400.000 cows…
More than 15.000 farmers…
Over 124 brands….
20.000 co workers….
Our goal to engage millions of CoWsumers

6. Social Media Intro @ FrieslandCampina

7. Listen &
Collaborate

8. Power to the Consumer in Social/ Digital channels
“Some long time ago, farmers and trading companies have forgot to talk to
consumers. Social Media Changes behavior and attitudes. So start to listen to the
Cow-Sumer and build their success for the long run”
PRODUCT MARKETING COWSUMERS
Diary NPD

9. Digital Route FrieslandCampina: Customer Centric Strategy
1. Listen, learn and develop
2. Generate awareness / gain followers
3. Establish Needs/Wants
4. Positive Association with the brands
5. Form/Change Opinion
6. Influence the Influencers
7. Drive Action/Traffic /Conversion
8. Establish/Regain Trust/Engage

10. It’s all about Relationship Management
Create Brand
awareness (introduction)
“Hi –I am [your brand]” Relationships -How do
Brand they start and develop?
recognition (recognition)
“Hey aren’t you [your brand]?”
Build positive
attitude (building relationship)
“I really like you, can we meet more often?“
Build up a
relationship (feeling comfortable)
“It’s great you appreciate what I am doing for you
Invoke and I thank you for being loyal to me!”
interdependen
cies
(getting involved & commitment)
Consumer “I know you well and know what you like.
share Brand
activity Are you ready to commit in holy matrimony?”
Ambassadors
promote your (recommendation)
brand “[your brand] is the greatest I have ever met! And I am proud it’s mine!”Source: BrandNewGame

11. The Big Idea
A Social Brand Needs
A great story behind the brand
A goal to reach
A structured way of working
A great social media plan

12. OurCowsumersin 2020

13. THE DNA Of the Z Generation: Born 1990’s till present
Z Generation a.k.a. NET Generation or GENERATION M
Consumers are mobile & 24/7 on social media!
In Communities or online networks.
Values of the new generation
Making IT easy: let technology work for you
98% own a computer
97% own a cell phone
75& own a portable music/video device

14. 62 % of the Global ‘Z Generation’ 2020 are
apathetic about advertising
42% make purchase decisions based on
recommendations of friends. Why?
1. Longterm relationships
2. Connected to engaged fans
3. Share good experiences

15. Consumers trust social media on #3
What does this mean for Traditional Media?

16. Online channels

17. FACEBOOK-LED SOCIAL MEDIA MARKET IS REDEFINING COMMUNICATION
Social networking continues to a mass online users and capture an
increasing share of their time, redefining how people interact with their
personal social circles and brands in both the online and offline
environments.
Social Networking accounted for 16.6 percent of all online minutes at the end of
2011 and is on track to surpass Portals as the most engaging online activity in 2012.
Facebookcontinues to lead as the driving force behind this shift in consumer
behavior accounting for the largest share of online minutes across the entire
web in 2011.
(source: Commscorejan. 2012)

18. Different Channels have different levels of rewards
+1 point
Internet site
Point of Sale
DRIVE TO STORE
and LOYALTY
Mobiles services
Social Networks
Source: DDB

19. The consumers uses different channels for orientation, get to know how to reach them
Source: SQ1

20. Online
NATURAL retailsaleswill grow
SEARCH
SOCIAL from 6,6% in 2009
MEDIA
to 30% in 2020
ONLINE DISPLAY
PAID
SEARCH
E-MAIL
Source: SQ1

21. How to involve and engage your Cowsumers ?
What are your good/best practices in Dairy?

22. How to involve and engage your Cowsumers ?
• Start every meeting with a story from a
consumer
• Make Social & Digital part of the way we work
• Make it fun
• Make it convenient
• Start to Listen and Learn from your customer

23. Best Practices

24. 1. Consumer Centric Social Brands

26. Sellsbreastmilk online in localcommunities

27. Not for profit:
52 countries around the world
130 Facebook community pages
over 20,000 community page members.
Virtual communities help hundreds of
babies in need receive breastmilk every
single day.

28. Dutch influencers are askedtogive feedback on Danone’sDairy
product and Co-Createwith ‘De Danalogen’

31. Movie: Best practice: Marmati

32. Thank you!
Questions?
Ask @qibiq of mail to elmar@qibiq.nl