day2 1545 incorporating_facebook_into_a_brand_plan_abinbev

A Western European Facebook Journey…ABInBev Digital Marketing

©Anheuser-Busch InBev

HELLO……....

‘The World has changed, the consumer has changed,

Marketing has not’ (Joseph Jaffe)


FROM:


TO:


‘It isn’t your ‘Return on Investment’ that matters but

your ‘Return on Engagement’; not your

‘Unique Sales Point’ (USP), but your ‘Customer Engagement

Point’ (CEP)’

…...so stop shouting and start a CONVERSATION…..’

Sticky Marketing (Grant Leboff 2011)

We became LOCAL….

..creating 7 new ‘Local Pages’ for our Key Focus Brands

...each with targets above and beyond just growing ‘fan numbers’…….

• FAN NUMBERS

• EARNED MEDIA VALUE

• EPM (Engagement per thousand)

• PAID / EARNED MEDIA RATIO

‘What gets measured, gets done’


2009-2011 Experiential Platform Jupiler in Belgium : Music Festivals

JOE PILER CREW CONTEST as an integrated online & social media campaign

Offering ‘Once in a Lifetime opportunities..’

…Facebook lit up!!!!!


Over 2.5k entries for the job

6:1 Return on PR

+8% increase in Fan Numbers

Significant increase in Fan Engagement


….audition to be a ‘film star’..


..with the end goal being…….

Key Learnings…..

• It takes time to get the momentum going.. Countries are different Cultures are different Consumers are different

• You need to be in it for the long term - 24/7/365

• You will make mistakes………and you need to understand that that is a GOOD thing

• End goal to drive W.O.M.

• Keep it SIMPLE!!

day2 1545 incorporating_facebook_into_a_brand_plan_abinbev

Education

engagement

anheuser

changed

return