day2 1545 incorporating_facebook_into_a_brand_plan_abinbev
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A Western European Facebook Journey…ABInBev Digital Marketing
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©Anheuser-Busch InBev
HELLO……....
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©Anheuser-Busch InBev
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‘The World has changed, the consumer has changed,
Marketing has not’ (Joseph Jaffe)
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©Anheuser-Busch InBev
FROM:
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©Anheuser-Busch InBev
TO:
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©Anheuser-Busch InBev
‘It isn’t your ‘Return on Investment’ that matters but
your ‘Return on Engagement’; not your
‘Unique Sales Point’ (USP), but your ‘Customer Engagement
Point’ (CEP)’
…...so stop shouting and start a CONVERSATION…..’
Sticky Marketing (Grant Leboff 2011)
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©Anheuser-Busch InBev
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We became LOCAL….
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..creating 7 new ‘Local Pages’ for our Key Focus Brands
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...each with targets above and beyond just growing ‘fan numbers’…….
• FAN NUMBERS
• EARNED MEDIA VALUE
• EPM (Engagement per thousand)
• PAID / EARNED MEDIA RATIO
‘What gets measured, gets done’
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©Anheuser-Busch InBev
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©Anheuser-Busch InBev
2009-2011 Experiential Platform Jupiler in Belgium : Music Festivals
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©Anheuser-Busch InBev
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JOE PILER CREW CONTEST as an integrated online & social media campaign
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Offering ‘Once in a Lifetime opportunities..’
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…Facebook lit up!!!!!
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©Anheuser-Busch InBev
Over 2.5k entries for the job
6:1 Return on PR
+8% increase in Fan Numbers
Significant increase in Fan Engagement
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©Anheuser-Busch InBev
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©Anheuser-Busch InBev
….audition to be a ‘film star’..
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©Anheuser-Busch InBev
..with the end goal being…….
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Key Learnings…..
• It takes time to get the momentum going.. Countries are different Cultures are different Consumers are different
• You need to be in it for the long term - 24/7/365
• You will make mistakes………and you need to understand that that is a GOOD thing
• End goal to drive W.O.M.
• Keep it SIMPLE!!
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©Anheuser-Busch InBev
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©Anheuser-Busch InBev