BlogWell Boston Social Media Case Study: Dassault Systèmes, presented by Aurélien Blaha
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The document discusses the importance of adapting marketing strategies for the digital-native generation, focusing on building relationships rather than simply marketing to them. It highlights the necessity of facilitating participation and creating tailored experiences that engage consumers as partners. The results of a campaign aimed at sustainability are provided, showing significant growth in audience engagement through user-generated content.
![3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
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.
#BlogWell
Ekaterina Walter (@ekaterina)
Former Social Media Innovator, Intel
Partner and CMO, Branderati
Author, “Think Like Zuck”](https://image.slidesharecdn.com/bw26bospresentation-dassaultsystemes-131030164718-phpapp02/85/BlogWell-Boston-Social-Media-Case-Study-Dassault-Systemes-presented-by-Aurelien-Blaha-3-320.jpg)
BlogWell Boston Social Media Case Study: Dassault Systèmes, presented by Aurélien Blaha
- 1. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell Aurélien Blaha #IFWE
- 2. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 #BlogWell #IFWE... Aurélien BLAHA (@aurelienblaha) Senior Manager, Social Communications Dassault Systèmes (@Dassault3DS) BlogWell Boston, Oct 22nd, 2013
- 3. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 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. #BlogWell Ekaterina Walter (@ekaterina) Former Social Media Innovator, Intel Partner and CMO, Branderati Author, “Think Like Zuck”
- 4. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
- 5. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
- 6. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
- 7. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
- 8. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 A global advertising campaign #BlogWell
- 9. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
- 10. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
- 11. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
- 12. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
- 13. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 By design, advertising campaigns are… #BlogWell
- 14. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 From a Campaign to a Movement #BlogWell
- 15. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 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 #BlogWell Associating Dassault Systèmes brand with sustainability and “world-changing enablers” Retrieving user-generated content people can easily identify to
- 16. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 Multiple channels into a single funnel #BlogWell www.3ds.com #IFWE
- 17. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 Results (2012 edition) 8% 4% Audience 3ds.com 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 #BlogWell User-generated content that can be repurposed Sustainability as the main conversation topic 51% 37% Facebook Twitter Blogs
- 18. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 Conversation drivers #BlogWell
- 19. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 Community feedback #BlogWell
- 20. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 Connecting with fans… one at a time #BlogWell
- 21. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 Connecting with fans… one at a time #BlogWell
- 22. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 “World-Changing Dreamers” http://youtu.be/7bnTxUwM1tQ #BlogWell
- 23. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 Dunkin’ Donuts Facebook covers (seen at BlogWell!) #BlogWell
- 24. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 Dassault Systèmes Facebook covers #BlogWell
- 25. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013
- 26. #BlogWell 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 let go of control of our brand, we can transform campaigns into #movements
- 27. 3DS.COM © Dassault Systèmes | Confidential Information | 10/28/2013 | ref.: 3DS_Document_2013 #BlogWell Thank you! Aurélien BLAHA (@aurelienblaha) Senior Manager, Social Communications Dassault Systèmes (@Dassault3DS) BlogWell Boston, Oct 22nd, 2013
- 28. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell socialmedia.org/blogwell