lay's likes its fans april 2012
TRANSCRIPT
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likes its Fans!
Michael Willems
Bob Postma
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Michael Willems
Media & Communications Manager
Bob Postma
Brand Manager Lay’s
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of
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Van samen Lay’s Chips eten word je gelukkig
“Join the Joy” ???“Join the Joy” ???
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Verandering Paradigma
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Van Passief naar Actief
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1. Meer dan 670.000 smaken;
2. Ruim 310.000 deelnemers;
3. 6,8 miljoen zakken finalisten verkocht;
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Kapitaliseer op het enthousiasme
van je fansvan je fans
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Verzamel je Fans
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1. Ken je fans
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2. Omarm je fans
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3. Beloon je fans
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4. Maak je Fans
blijvende promotors!
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2,5% topfans
25.000 fans
Fanbase: x 25 gegroeid
Fan activity rate: 8%
2000 fans iedere week uniek actief
���� 8 - 10% actieve fans
= 90% ‘passieve’ fans
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Het hondje van Cindy
We kennen onze fans!
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Van Actief naar Interactief
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1.
2.
Maak de Smaak The Battle: … Interactief?
3.
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1. Meer dan 400.000 smaken;
2. Ruim 180.000 smaakinzenders;
3. 5,8 miljoen Online Battles;
4. Ruim 400.000 battelaars;
1. Van 6.800 fans naar 24.000 fans;
2. Superfans van 2.000 fans – naar 5.400 fans;
3. Behoud van ruim 15% actieve fans;
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Fans & Maak de Smaak
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Continue Engagement
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“Mooi verhaal,
maar zo’n dialoog willen
we allemaal.”we allemaal.”
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# 1. Het begint met een goed product!
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# 2. En een geloofwaardige belofte.
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# 3. Deze belofte moet men ook ervaren.
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#4. Want Likes kun je kopen,
Fans moet je verdienen.
.
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#5. Een goede dialoog werkt naar
beide richtingen.
.
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#6. Niet de hoeveelheid telt,
Maar de kwaliteit.
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#7. Geef je fans de ruimte maar
vergeet je consument niet.vergeet je consument niet.
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Dank voor jullie aandacht!
#DWWA12