Part of the presentation at Social Media Forurm

1. The role of Social Media for an FMCG brand
This is not the entire presentation

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@MatthieuV

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Page Score = 38%
Engagement Score = 16%

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Legend or Reality ?

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Television
Expo 58 – Dessert 58
Gare du Midi - Zuid Station

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Packaging

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Digital ecosystem

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Liquid content

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Social media complementary to campaigns
Campaigns approach
Social Media approach

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Content: brand

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Content: Golden Ticket activation

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Content: ‘Legend or Reality’

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ROI ?
"We didn't see any statistically significant relationship between our
buzz and our short-term sales.“
… but that social media plays a "crucial role"
http://adage.com/article/cmo-strategy/coca-cola-sees-sales-impact-online-buzz-digital-display-effective-tv/240409/

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ROI, a point of view
€ incremental sales attributed to Social Media
€ invested on Social Media activity
ROI =

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ROI vs. Objectives
Reach Engagement

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Our advices
• Social Media to be included in the whole Communication strategy
• Define a clear strategy for your reach objective, in complement to
engagement
• Don’t run after fans, run after engagement
• Consider the relevancy of your content when looking at reach
• Measure & optimize
• Stay close to the brand DNA
• … & eat chocolate !

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Questions ?