how to build an engagement strategy around the interactive platform of a fmcg company?
DESCRIPTION
1. The emergence of a new communication environment 2. Engagement: the new grail of communication strategies 3. How can be integrated an engagement strategy in a FMCG company?TRANSCRIPT
M A S T È R E S P É C I A L I S É C O M M U N I C AT I O N S D ’ E N T R E P R I S E S - PA R I S E X E C U T I V E C A M P U S
How to build anengagement strategy
around the interactive platformof a FMCG company?
HEAD TEACHER : JOËLLE LAGIERTHESIS SUPERVISOR : VIRGINIE DE BARNIER
COMPANY : FERRERO FRANCETUTOR : GUILLAUME DU GARDIER
WRITTEN BY COLIN GODEFROY
JANUARY 2013
1The emergence of a new communication environment
Engagement: the new grail of communication strategies2 3How can be integrated
an engagement strategy in a FMCG company?
1The emergence of a new communication environment
A paradigm change
Vertical communication Interactive communication
Mass-mediarestructuration
Saturating media landscape
Audience fragmentation
New plateforms to exploit
A deep change in behaviors
French panoramaof medias consumption
Television
Internet
Radio
Newpapers
Magazines 4,5
4,7
11,5
14,5
16,5
Weekly use(in hours)
66
61
81
85
95
Penetration rate(in %)
+ 2 %
+ 23 %
+ 3 %
+ 2 %
+ 20 %
Growth(vs 2010)
Source : IAB Europe - Mediascope Europe 2012
Dynamic Consumer Journey
Development ofmulti-tasking
ATAWADconsumption
Multi-channel content
2 Engagement: the new grail of communication strategies
The benefits of an engagement
strategyCo-construction
Insights
Equity
Influencers
New imperatives in communications
Conversation Virality Ambassador
3 How can be integrated an engagement strategy in a FMCG company?
T O M S T E RTarget Message Touchpoints Resources
EvaluatingStrategyObjectives
IntegratedCommunication
360°Communication
$ +1
Move from transactional to relational
Produce content
Match different expectations
Offer an added value
Engagement on Facebook
Complementarity with paid media
The power of like
EARNEDMEDIA
HEADQUARTERS SUBSIDIARIESBRAND GUIDELINES ENGAGEMENT
STRATEGY
IMC EXECUTION
BEST PRACTICES
What place for digital marketing management?
Building digital skills
Best practices
convention
Limit outsourcing
Promote new budgetary
choices
Create ambassadors
What is the value of engagement?
ROEReturn On Engagement
$$$+
DATAIS THE NEW
OILWeb Analytics Business
Intelligence Insights
ADAPTIVE ADVANTAGE
Move from transactional to relational
ViralityAmbassadors
Integrated communication
R.O.E.
Digital marketing management
Earned Media Big Data
Building digital skills
Engagement Strategy
THANKSFOR YOURATTENTION