Ben & Jerry's for Good Ideas - Stefania Fussi, ViralBeat Presentato a Pane, Web e Salame 2012 http://panewebesalame.com

1. Pane Web e Salame 2012
Ben&Jerry’s for Good Ideas

2. Who we are
@stefideluxe
We are a Social Media Company
dedicated to evangelize
and support our clients
in their online campaigns
through an advanced Media Mix

3. @stefideluxe
Ben&Jerry’s

4. Goals
@stefideluxe
• Generate Brand Advocacy before the italian
distribution kick-off
• Show Ben & Jerry’s brand values and its social
mission
• Buzz and Video Seeding about the initiative
Good Ideas
• Boost the Word Of Mouth online engaging a
smart and connected audience
• Online spread and support of the offline events

5. Strategy 1/2
@stefideluxe
Customers
Brand !
Social Brand
Relational

6. Strategy 2/2
@stefideluxe
Buzz Seeding and Video Seeding of the initiative
throught the most important Social networks
+ Audit and Engagement of those Association that
could be involved in the project and partecipate
actively with their Good Idea

7. Ben & Jerry’s for Good Ideas: Video Report
@stefideluxe

8. Brand Advocacy
@stefideluxe
Traditional Relational
Model Model
Link
popularity
Visibility Branding Popularity Reputation
Engagement
rate
Information Positive Relationship
Buzz
PAID SEARCH
BRAND SEO
CORPORATE WEBSITE ADVOCACY BRAND AMBASSADOR
DISPLAY ADV INTERNET PR
WEB ANALYTICS VIRAL CONTENT
DEM BUZZ ANALYTICS
Elaborazione Viralbeat da Osservatorio Multicanalità MIP Milano

9. Social Costumer Relationship Management
@stefideluxe The key is to reinvest the Brand Ambassador’s feedback in the campaign
and in the Brand’s Research&Development progress.
Product/campaign’s R&D 2
Social
8
ACTIVATION
Product/campaign’s Launch 1
Social Media
1
ANALYSIS 5
ANALYSIS
Relation pr
el
au
nc
h
4
ACTIVATION BRAND 2
INSIGHT
Seeding Strategy
3
STRATEGY
Cultural Tension
7
ANALYSIS
Creative/ViralDna
Enucleation
6
ACTIVATION

10. Ben & Jerry’s 2
@stefideluxe
• Scoop Tour 2012
• Digital Reporter
• Video supporter
http://goodideas.benjerry.it/

11. R AZ IE
G Stefania Fussi
!
Marketing & Sales Manager
Skype: stefania.fussi
Twitter: @stefideluxe
Facebook: Stefi Deluxe Fussi
email: stefania.fussi@viralbeat.com