Fazer Online EcosystemDigital Branding, Moscow | June 5-6, 2012

@kati_sulin

Fazer Food Services

Fazer Confectionery

Fazer Bakeries

Kati Sulin

Topics today

• Fazer online ecosystem

• Consumer behavior online

• Huge opportunities for branding -Angry Birds Sweets example

• Online dialogue is hard work -how to build the governance model

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Expanding the brand experience

4

Brandjournalism

Service

Dialogue

Entertainment

Publications

Product/service

Factory visits

Fazer news

Event/face to face

Advertising/branding

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Fazer ecosystem

5

Chocolate

CHOCOLATE

|

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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

Event info, expert blog, invite and register, Twitter feed

Fazer online comms, additional info, blog, video, pictures, etc.

Seasonal blogs, video stories, recipes & tips

Product/service

Advertising/branding

Fazer publications

Factory visits

Events/Face to face

Seasons

Fazer news

Kati SulinDoes not know us, not interestedDoes not know us, not interested

Knows us, not (yet) interestedKnows us, not (yet) interested

Knows us well, interested / likes usKnows us well, interested / likes us

Is interested, willing to stay in contact and share

Is interested, willing to stay in contact and share

Fazer contact, part of info loop –acts as an ambassador

Fazer contact, part of info loop –acts as an ambassador

Registered user, purchase intentRegistered user, purchase intent

Engagement ladder

7 08.04.23

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Combiningnew taste sensations

with entertainment

Social networking = people behind the brand

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Thank you.

10 08.04.23