Gegeven tijdens Network Economy Congres 2008, De Doelen Rotterdam

1. COMMUNITY MARKETING A UNILEVER POINT-OF-VIEW PETRA ZINKWEG, GLOBAL VP, SOY PLATFORM

2. What, really, is Community Marketing? Traditional and Modern Context How do we at Unilever do it? Some Examples…

3. Defining a Community Marketing Activity One that initiates and starts a social and cultural phenomenon One that benefits from social and community conversations One that reaches out to a community for a message One that is simply done to narrow down the target for the purpose of activation/engagement

4. One of the oldest techniques in marketing and message dissemination. Henri de Toulouse-Lautrec (1864-1901) was the first one to come-up with a technique (colour lithography) that mass produced posters. His work for Moulin Rouge in Paris started what was perhaps the biggest alternative artistic movement of the that century- a cultural phenomenon that fuelled many a conversations, and formed a community of its own!

5. Communities have always been means for brands to start a conversation with the consumers . These conversations then start to take place within the consumers themselves. If favourable, these conversations can be the biggest equity generator for a brand .

6. Traditionally these conversations have been reliant on physical interactions. In the modern world, though, they take place somewhere in the world of fibre-optics and satellite waves.

7. Web 2.0 has taken these to an unprecedented level. It has made them instant, location-agnostic, multi-media and, most importantly, quite authoritative and believable in tone. “ One part anarchy, one part aristocracy, one part democracy, one part monarchy” Jimmy Wales on the Wikipedia Community

8. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source: Universal McCann Comparative Study on Social Media Trends April 2008. Base: Internet Users.

9. We all know that the world has changed...

10. Or has it…?

11. Generally, “real” communities are more penetrable, relevant, and the effects of an effort are usually more sustainable. The activities in the virtual communities tend to be short-term, fad-oriented, and less meaningful.

12. How do we create Communities ?

13. We do not. We can only be part of a community, in order to help them do what they want to do…

14. At any point in time, any community would benefit from help in any of the following areas: Helping them figure out what to believe in, what can they trust Help them drive meaning from what is happening in the world Help them find a way around a story, an issue, and point them towards the “right stuff” Help them engage in a discussion in a knowledgeable way.

15. Examples of how we at Unilever have done it: Lifebuoy Anti-bacterial soap in India Wisk detergent in the US

16. Objectives: Educate rural Indian children on the advantages of cleanliness and hygiene. Contribute to the alleviation of diseases such as diarrhoea and various skin infections Create a communication package that can work with the illiterate in a media-dark environment Be socially and community relevant by truly embracing the problem and addressing it, create a meaningful role for the brand in people’s lives. Lifebuoy Anti-bacterial soap in India

17. Lifebuoy Anti-bacterial soap in India We created a movement called “Lifebuoy Swasthya Chetna” or “Health for All” . A programme that reached about 45,000 villages, village by village, engaging the local communities.

18. Lifebuoy Anti-bacterial soap in India Who did we engage? Primarily the school going children Through them, their parents and families Using teachers and key leaders of the communities/villages to act as influencers.

19. Special classes in schools on health and hygiene. Specially created games to further the education efforts. Glow-germ demos to bring to life the importance of hygiene. Children start spreading the health and hygiene messages Children stage rallies to show health and hygiene commitment. Lifebuoy Anti-bacterial soap in India Engagement of Families Family and Community Events to further the education.

20. Lifebuoy Anti-bacterial soap in India Impact on Awareness. Impact on Sales. Areas where the programme ran. The rest of the territories. 57% 35% Associating germs with disease 83% 52% Awareness of germs 51% 28% Lifebuoy Salience Post-Intervention Pre-Intervention

22. GIVE THEM SOMETHING TO TALK ABOUT!