If we let go of control of our Brand, we can transform campaigns into movements

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Presentation shown at SocialMedia.Org's BlogWell in Boston on Oct 22nd, 2013. Live blogging report: http://www.socialmedia.org/blog/dassault-systemes-ifwe-live-from-blogwell/

Social Media Technology Business

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | 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”

#BlogWell
3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

A global advertising campaign

#BlogWell

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

By design, advertising campaigns are…

#BlogWell

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

From a Campaign to a Movement

#BlogWell

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Multiple channels into a single funnel

#BlogWell
www.3ds.com
#IFWE

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Results (2012 edition)

#BlogWell

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
User-generated content that can be repurposed
Sustainability as the main conversation topic

51%
37%

Facebook
Twitter
Blogs

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Conversation drivers

#BlogWell

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Community feedback

#BlogWell

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Connecting with fans… one at a time

#BlogWell

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

“World-Changing Dreamers”

http://youtu.be/7bnTxUwM1tQ

#BlogWell

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Dunkin’ Donuts Facebook covers (seen at
BlogWell!)

#BlogWell

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

Dassault Systèmes Facebook covers

#BlogWell

3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013

#BlogWell

Thank you! 
Aurélien BLAHA (@aurelienblaha)
Senior Manager, Social Communications
Dassault Systèmes (@Dassault3DS)
BlogWell Boston, Oct 22nd, 2013

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If we let go of control of our Brand, we can transform campaigns into movements

1. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 #BlogWell #IFWE... Aurélien BLAHA (@aurelienblaha) Senior Manager, Social Communications Dassault Systèmes (@Dassault3DS) BlogWell Boston, Oct 22nd, 2013

2. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | 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”

7. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 A global advertising campaign #BlogWell

12. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 By design, advertising campaigns are… #BlogWell

13. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 From a Campaign to a Movement #BlogWell

14. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Objectives #BlogWell 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 Associating Dassault Systèmes brand with sustainability and “world-changing enablers” Retrieving user-generated content people can easily identify to

15. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Multiple channels into a single funnel #BlogWell www.3ds.com #IFWE

16. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Results (2012 edition) #BlogWell 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 User-generated content that can be repurposed Sustainability as the main conversation topic 51% 37% Facebook Twitter Blogs

17. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Conversation drivers #BlogWell

18. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Community feedback #BlogWell

19. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Connecting with fans… one at a time #BlogWell

20. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Connecting with fans… one at a time #BlogWell

21. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 “World-Changing Dreamers” http://youtu.be/7bnTxUwM1tQ #BlogWell

22. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Dunkin’ Donuts Facebook covers (seen at BlogWell!) #BlogWell

23. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Dassault Systèmes Facebook covers #BlogWell

25. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 let go of control of our brand, we can transform campaigns into #movements

26. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 #BlogWell Thank you!  Aurélien BLAHA (@aurelienblaha) Senior Manager, Social Communications Dassault Systèmes (@Dassault3DS) BlogWell Boston, Oct 22nd, 2013

Editor's Notes

The IFWE campaign directly captures the way DassaultSystèmes enables innovators to navigate future possibilities (“IF”) and to work together to do so (“WE”). It also reflects a recognition that innovative collaboration invariably involves statements of questions that begin with the words “if we…”
Mainly a pushy campaignAssets not really fitting a social conversationAmbiguity on “WE”

If we let go of control of our Brand, we can transform campaigns into movements

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