1. Integrating Online Dialogue to company’s marketing mix –case Fazer
@kati_sulin #TOPmarketing
17/10/12
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2.
Fazer Food Services
Fazer Confectionery
Fazer Bakeries

3. The digital-embedded life
Huge opportunity for the brand.
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4. Bringing people together, the digital way
Bringing people together, the digital way
Ravintolapäivä
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Image CC: tulenheimo

5. Falling in love, the digital way
Falling in love, the digital way
Datable.com
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6. Listening to music, the digital way
Listening to music, the digital way
Spotify and other streaming apps
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7. Working, the digital way
Working, the digital way
Gold farming in online games
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8. Helping others, the digital way
Helping others, the digital way
Kiva.org
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9. Consumer Understanding is the key
Daily time allocation
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10. Expanding the brand experience
Expanding the brand experience
Service
Publications
Dialogue
Advertising/branding
Product/service
Factory visits
Event/face to face
Fazer news
Brandjournalism
Entertainment 10

11.
Fazer ecosystem
CHOCOLATE |
Chocolate 11

12. Online version, iPad version, blog
Product info, online customer service on site / Twitter, product development
Brand stories, Facebook fan page, product info, Twitter feed, competitions, videos, iPhone application (recipe book, healt info, etc)
Online version, iPad version, blog
Sharing of experiences, contact form
Product/service
Fazer online comms, additional info, blog, video, pictures, etc.
Event info, expert blog, invite and register, Twitter feed
Advertising/branding
Seasonal blogs, video stories, recipes & tips
Fazer publications
Events/Face to face
Fazer news 12
Factory visits
Seasons

13. The way to build brands has changed
TV-led Broadcasting Paradigm
Word-of-Mouth-led Internet Paradigm
Recommender Score
Total Population
Brand Awareness
Brand Strength = f (No of Users x Net Promoters)
Brand Consi- deration
Target
Brand Preference
Strength of Preference
Today
Number of Users
Message + Media
Experience + Word-of-Mouth
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14. Decisions are emotional.

15. Brands drive feelings.

16. Brand = promise = value

17. Rethink your touchpoint strategy
Bought Media
Earned media PR
WoM
Own media
Relationship marketing
Retail POS TV
Digital marketing
NBR
Print
Consumer
Event sponsorship product placement etc.
Service
Comms
Radio
Blogs
Social media
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18. Rethink your internal way of working
ATL
Retail PR
Digital 18

19. Every idea is the result of a collaboration.
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20. ANIMATED STORY OF PAX FROM FINLAND
ONLINE DIALOGUE
-PAX challenge in Fazer blog
-Twitter discussion
-Facebook distribution PR
HELSINKI-NEW YORK -flight
- Product sampling + QR code
HELSINKI-VANTAA AIRPORT
-product sampling with QR code
EVENTS
Visitor marketing at the factory
ANIMATED STORY OF PAX FROM FINLAND
F MAGAZINE (QR CODE)
M&M PAID ADVERTISEMENT
MOBILE OPTIMIZED CAMPAIGN SITE

21. Makes the world taste good.
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