8. Fastest growing region
Facebook- % Reach
Social Media % Reach
Twitter- % Reach
9. What we believe
Real
Time
Engagement
10. Goodbye pyramid
Hello web
The power is now with thousands of potential enthusiasts, not with
the 10 most sought-after bloggers or journalists
A real-time marketplace of communities where individuals engage
with each other, as well as with brands and organizations, through
social media.
11. Strategic steps to reputation development
In the conversation economy, reputation development is more
important than ever before
Advocacy
Trust
Favorability
Familiarity
Awareness
12. What on earth does ER do?
13. ER = Real-Time Engagement
Make the
content tangible
Create a acceptable concept
Make it
happen on and
offline
Spread the WOM
14. Path for managing reputation in real-time
Real-Time Conversation
Real-Time Content
Real-Time Community
Real-Time Conversion
15. ER + Social Networks
on and offlineagents
Advocacy + WOM
16. CHALLENGE
Motivate key Brazilian target media to cover issues related to
slow intestines - a taboo subject.
STRATEGY
Plan and execute Activia 15 Challenge at major Brazilian
publishers offices to position products benefits
17. Develop and promote an Activia Website
18. Edit a key message board based on slow intestine scientific
articles (requested to a range of renowned physicians)
19. Promote association with key medical institutions
(gastroenterologists and nutritionists)
RESULTS
In four months, over 200 different qualitative articles were
published
20. In ABRIL headquarters' about 1,000 journalists experienced
the brand/ product (sampling)
