SlideShare ist ein Scribd-Unternehmen logo
1 von 10
Fazer Online Ecosystem
Digital Branding, Moscow | June 5-6, 2012

@kati_sulin
Fazer Food Services




Fazer Confectionery




Fazer Bakeries
Topics today


•   Fazer online ecosystem
•   Consumer behavior online
•   Huge opportunities for branding -Angry Birds Sweets example
•   Online dialogue is hard work -how to build the governance model




      Kati Sulin
Expanding the brand experience

                                     Service



                                                   Publications                     Dialogue
                                                                  Advertising/
                                                                    branding
                                        Product/ser
                                        vice




                                         Factory                     Event/face
                                         visits                      to face

                                                      Fazer news
                             Brandjournalism



                                                                    Entertainment


  4   First Name Last Name
Fazer ecosystem




                                         CHOCOLATE




         |                   Chocolate
  5   First Name Last Name
Product info, online      Brand stories, Facebook fan page,
                       customer service on       product info, Twitter feed, competitions,
                       site / Twitter, product   videos, iPhone application (recipe book,
                       development               healt info, etc)



                                                      Online version,        Sharing of
                                                      iPad version,          experiences,
      Product/service                                 blog                   contact form

                                                                                                        Fazer online
                                                                                                        comms, additional
                                                                                 Event info, expert     info, blog, video,
                                                                                 blog, invite and       pictures, etc.
                 Advertising/branding                                            register, Twitter
                                                                                 feed

                                                                                                                Seasonal blogs,
                                                                                                                video stories,
                                                                                                                recipes & tips




                           Fazer publications




                                                       Events/Face to face
                                                                                    Fazer news

6   First Name Last Name        Factory visits                                                        Seasons
Engagement ladder



                                Registered user, purchase intent


                                Fazer contact, part of info loop –
                                    acts as an ambassador

                                Is interested, willing to stay in
                                       contact and share


                            Knows us well, interested / likes us



                             Knows us, not (yet) interested



                            Does not know us, not interested
7   Kati Sulin   07.06.12
Combining
                       new taste sensations
                        with entertainment




First Name Last Name
Social networking = people behind the brand
Thank you.



10   First Name Last Name   07.06.12

Weitere ähnliche Inhalte

Ähnlich wie Fazer online ecosystem

Social media Presentation without video
Social media Presentation without videoSocial media Presentation without video
Social media Presentation without video
Salene Kraemer
 

Ähnlich wie Fazer online ecosystem (11)

Justin Gutwein - So you want to make a web video
Justin Gutwein - So you want to make a web videoJustin Gutwein - So you want to make a web video
Justin Gutwein - So you want to make a web video
 
Social media Presentation without video
Social media Presentation without videoSocial media Presentation without video
Social media Presentation without video
 
Digital Reputation and Online Branding
Digital Reputation and Online BrandingDigital Reputation and Online Branding
Digital Reputation and Online Branding
 
Adaption or Extinction? What You Need to Know.
Adaption or Extinction? What You Need to Know.Adaption or Extinction? What You Need to Know.
Adaption or Extinction? What You Need to Know.
 
SOCIAL MEDIA STRATEGY for Event Agencies
SOCIAL MEDIA STRATEGY for Event AgenciesSOCIAL MEDIA STRATEGY for Event Agencies
SOCIAL MEDIA STRATEGY for Event Agencies
 
Use Facebook to Promote Your Business
Use Facebook to Promote Your BusinessUse Facebook to Promote Your Business
Use Facebook to Promote Your Business
 
Building digital reputation
Building digital reputationBuilding digital reputation
Building digital reputation
 
B2B Social Media – Moving Beyond the Hype
B2B Social Media – Moving Beyond the HypeB2B Social Media – Moving Beyond the Hype
B2B Social Media – Moving Beyond the Hype
 
iStrategy London - B2B Social Media – Moving Beyond the Hype Jeremy Woolf, Te...
iStrategy London - B2B Social Media – Moving Beyond the Hype Jeremy Woolf, Te...iStrategy London - B2B Social Media – Moving Beyond the Hype Jeremy Woolf, Te...
iStrategy London - B2B Social Media – Moving Beyond the Hype Jeremy Woolf, Te...
 
TabSite Webinar with Mari Smith - Sept 1, 2011
TabSite Webinar with Mari Smith - Sept 1, 2011TabSite Webinar with Mari Smith - Sept 1, 2011
TabSite Webinar with Mari Smith - Sept 1, 2011
 
Conversion Sciences Identifying Your Key Conversion Strategies
Conversion Sciences Identifying Your Key Conversion StrategiesConversion Sciences Identifying Your Key Conversion Strategies
Conversion Sciences Identifying Your Key Conversion Strategies
 

Kürzlich hochgeladen

FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
dollysharma2066
 
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabiunwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
Abortion pills in Kuwait Cytotec pills in Kuwait
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
dlhescort
 
Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...
Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...
Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...
amitlee9823
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
lizamodels9
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
amitlee9823
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
lizamodels9
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
dollysharma2066
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
daisycvs
 

Kürzlich hochgeladen (20)

FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
 
PHX May 2024 Corporate Presentation Final
PHX May 2024 Corporate Presentation FinalPHX May 2024 Corporate Presentation Final
PHX May 2024 Corporate Presentation Final
 
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabiunwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
 
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdfDr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
 
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
 
Lundin Gold - Q1 2024 Conference Call Presentation (Revised)
Lundin Gold - Q1 2024 Conference Call Presentation (Revised)Lundin Gold - Q1 2024 Conference Call Presentation (Revised)
Lundin Gold - Q1 2024 Conference Call Presentation (Revised)
 
Marel Q1 2024 Investor Presentation from May 8, 2024
Marel Q1 2024 Investor Presentation from May 8, 2024Marel Q1 2024 Investor Presentation from May 8, 2024
Marel Q1 2024 Investor Presentation from May 8, 2024
 
Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...
Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...
Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...
 
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60%  in 6 MonthsSEO Case Study: How I Increased SEO Traffic & Ranking by 50-60%  in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
 
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort ServiceMalegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
 
Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investors
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
 
Phases of Negotiation .pptx
 Phases of Negotiation .pptx Phases of Negotiation .pptx
Phases of Negotiation .pptx
 
Falcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in indiaFalcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in india
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
 
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
 

Fazer online ecosystem

  • 1. Fazer Online Ecosystem Digital Branding, Moscow | June 5-6, 2012 @kati_sulin
  • 2. Fazer Food Services Fazer Confectionery Fazer Bakeries
  • 3. Topics today • Fazer online ecosystem • Consumer behavior online • Huge opportunities for branding -Angry Birds Sweets example • Online dialogue is hard work -how to build the governance model Kati Sulin
  • 4. Expanding the brand experience Service Publications Dialogue Advertising/ branding Product/ser vice Factory Event/face visits to face Fazer news Brandjournalism Entertainment 4 First Name Last Name
  • 5. Fazer ecosystem CHOCOLATE | Chocolate 5 First Name Last Name
  • 6. Product info, online Brand stories, Facebook fan page, customer service on product info, Twitter feed, competitions, site / Twitter, product videos, iPhone application (recipe book, development healt info, etc) Online version, Sharing of iPad version, experiences, Product/service blog contact form Fazer online comms, additional Event info, expert info, blog, video, blog, invite and pictures, etc. Advertising/branding register, Twitter feed Seasonal blogs, video stories, recipes & tips Fazer publications Events/Face to face Fazer news 6 First Name Last Name Factory visits Seasons
  • 7. Engagement ladder Registered user, purchase intent Fazer contact, part of info loop – acts as an ambassador Is interested, willing to stay in contact and share Knows us well, interested / likes us Knows us, not (yet) interested Does not know us, not interested 7 Kati Sulin 07.06.12
  • 8. Combining new taste sensations with entertainment First Name Last Name
  • 9. Social networking = people behind the brand
  • 10. Thank you. 10 First Name Last Name 07.06.12

Hinweis der Redaktion

  1. 07.06.12
  2. 07.06.12
  3. 07.06.12