BlogWell Boston Social Media Case Study: Dassault Systèmes, presented by Aurélien Blaha
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Transcript of BlogWell Boston Social Media Case Study: Dassault Systèmes, presented by Aurélien Blaha
Aurélien Blaha
#IFWE
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBoston
October 22, 2013socialmedia.org/blogwell
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#IFWE...
Aurélien BLAHA (@aurelienblaha)
Senior Manager, Social
Communications
Dassault Systèmes
(@Dassault3DS)
BlogWell Boston, Oct 22nd, 2013
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50% of population is under 30
years old [Digital natives] connect and communicate differently than other
generations. As marketers we need to understand that building
relationships with this generation of consumers will take a different
approach.
We have to market WITH them, not TO them. […] They create
together, so we have to facilitate togetherness and deliver tailored
experiences that enable great memories.
GenY wants to actively participate and be included as partners
in the brands they love.
Ekaterina Walter (@ekaterina)
Former Social Media Innovator, Intel
Partner and CMO, Branderati
Author, “Think Like Zuck”
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A global advertising campaign
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By design, advertising
campaigns are…
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From a Campaign to a Movement
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Objectives
Awareness
Reach new audiences and influencers by opening up the conversation
Engagement
Engage with our existing and newly acquired community
Associate “WE” with the community at large, not just us
Content
Associating Dassault Systèmes brand with sustainability and “world-changing enablers”
Retrieving user-generated content people can easily identify to
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Multiple channels into a single
funnel
#IFWE www.3ds.com
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Results (2012 edition)
Audience
150K page views on 3ds.com, 90K+ unique visitors Average time spent/visit: 5-6 min
+65K on FB in 2 months, very low ad spending
Engagement
550 contributions (“#IFWE Dreams”) collected
Engagement growth on FB in spite of high audience base growth
Content
User-generated content that can be repurposed
Sustainability as the main conversation topic
51%
37%
8% 4%
3ds.com
Blogs
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Conversation drivers
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Community feedback
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Connecting with fans… one at a
time
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Connecting with fans… one at a
time
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http://youtu.be/7bnTxUwM1tQ
“World-Changing Dreamers”
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Dunkin’ Donuts Facebook covers
(seen at BlogWell!)
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Dassault Systèmes Facebook
covers
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let go of control of
our brand,
we can transform
campaigns into
#movements
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Thank you!
Aurélien BLAHA (@aurelienblaha)
Senior Manager, Social
Communications
Dassault Systèmes
(@Dassault3DS)
BlogWell Boston, Oct 22nd, 2013