The CollaborativeTribe - Viral Campaign
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Dassault Syst竪mes aims to enhance innovation through its collaborative platform by putting the consumer at the center of the product lifecycle, leveraging 3D technology for communication. Their innovative B2B marketing campaign, 'The Collaborative Tribe', utilizes humor and social media to increase brand awareness, encourage sharing, and capture new contacts. The campaign has resulted in significant engagement and positive feedback, with measurable outcomes including high page views, unique visitors, and social media interactions.
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Ad
The CollaborativeTribe - Viral Campaign
- 1. Dassault Syst竪mes The Collaborative Tribe (May 2010) Nicolas Maritan @nmaritan Dassault Syst竪mes
- 2. A Global Team Driven by Passion for Innovation 8,700 Employees 80 Countries 83 Served Countries 23 R&D Labs
- 3. Our Mission 束 Provide our customers with a collaborative platform to put the consumer at the heart of the innovation cycle 損 Lifelike Experience to communicate across the enterprise and directly with consumer using 3D as a universal language Connect all of the actors across the lifecycle to deliver the best product at the right time
- 4. Our Challenges Increase Awareness about DS & our V6 collaborative platform Extend to new industries, new geographies and new audiences where DS wants to grow Give a more friendly and understandable perception of DS From 3 to 11 industriesTO +
- 5. Changing the way we communicate Leverage Web 2.0 and Communities mechanism Illustrate and democratize our V6 promise Place the consumer at the heart of the innovation spiral to avoid product failure 3D as a new media An innovative marketing approach to reach new audiences In a B-to-B environment :
- 6. HOW ?
- 7. A 束 B to B 損 Viral Marketing Campain The Collaborative Tribe
- 8. Impact is not created by big budgets, it is created by innovative marketing approaches.
- 9. 1. HAVE A SMART IDEA AND SURPRISE YOUR AUDIENCE. Grab their attention!
- 10. A creative concept The Collaborative Tribe is a series showing six funny, skillful and charming characters living at the prehistoric period. To enhance their quality of life, they create products of the 21st century, thanks to the secrets of V6... They need to communicate through a universal langage (3D) and to collaborate in order to leverage their collective intelligence.
- 11. A vehicle (movies) 6 episodes using humour and originality to create emotion and virality One-minute movie No dialog to maximize the viral effect (understandable everywhere)
- 12. A home base where people can find you Episodes Business informations on the new V6 solutions 3D models of the characters Goodies A participation contest 束 Become producer, send us your scenario 損 Available in 10 languages A dedicated website with rich content:
- 13. 2. BE VISIBLE ON SOCIAL NETWORKS. Make your audience talk about you
- 14. Leverage Social Networks Maximize the viral effects by leveraging the power of social networks
- 15. Facebook Application Give more visibility to the campaign Promote DS technologies Up to 500 active users/month
- 16. Enable & Encourage sharing Make sharing easy Help people share your content everywhere in one click Clickback Tracking Measure how much traffic is brought back to your pages. You can use a free service like 4,500 sharing actions in 4 months 4,500 Total shares
- 17. BUT VIRAL MARKETING IS NOT MAGIC
- 18. 3. DEFINE A GLOBAL MEDIA STRATEGY Online & Offline: different tools supporting the same objective.
- 19. Adopt a 360属 marketing approach DASSAULT SYSTEMES - Page -19 BRAND AGENCY MEDIA AUDIENCE From traditional Communication
- 20. Adopt a 360属 marketing approach DASSAULT SYSTEMES - Page -20 THE COLLABORATIVE TRIBE Social Networks PR Campaign (Press, News, Blogs, ) Events/ Tradeshows YOUR INTERNAL Social Networks Emailing Campaign Media placement (Web banners, Adwords) to a 360属 approach
- 21. Start within your company A good way to initiate Buzz: employees are proud of their company. They shared the campaign within their network. A good way to get first feedbacks: we have been able to tune our content before the big launch (reduce errors)
- 22. Launch through Emailing & Media placement Define the appropriate target and the right support according to your objectives We have selected specialized media to address our emerging markets (High Tech, Life Sciences, Energy, )
- 23. Extend through Social Media 23 ~3,500 members on 9 DS groups ~470 videos on 8 DS channels ~5,700 followers on 11 DS accounts ~1,500 members on 10 DS groups/fan page ~8,000persons DS official Blog
- 24. Facebook Ads Very efficient Strong segmentation tool (geo, age, keywords, education) Easy and quick to put in place Cost per click model with a control on the budget spend per day Results in 3 months 66 000 000 impressions 12,000 clicks Average cost : 0.21/click
- 25. Dont neglect online PR Send a PR alert to your PR agency Target also marketing blogs, magazines, They were very receptive Weve got a lot of articles and quotes that was promoted/forwarded by others on social networks 150 articles/quotes
- 26. Take advantage of events/tradeshows Extend your creative concept to Offline media Boost traffic on your website - Tribe costumes - Event kit to promote the campaign including Roll-Up, Flyers, stickers, T-shirt
- 27. 4. MONITOR, TRACK AND ADJUST
- 28. Daily Monitor Traffic & behavior XITI (ATInternet) Define clear, measurable objectives and KPIs from the beginning Traffic: nb of visits/day, nb of unique visitors, Movies: nb of views, sharing Nb of registrations opt-in Behavior of the visitor after registration / Time spent YouTube Insight
- 29. Listen to what people say & be reactive TweetDeck/Netvibes Google alertsWikio/Technorati Engage in conversations
- 30. An innovative B2B campaign that left lasting impressions
- 31. Some figures Objective 1: Awareness & viral effects 330,000 pages viewed 110,000 unique visitors from 50 countries 10,000 downloads (Product brochures, 3D models, images, screensaver, ) 150 press articles and blog posts 5% of the visitors have made a viral action (5,000 actions) Very positive feedbacks from customers Objective 2: Capture new contacts 13,400 members registered on the website 580 Fans on Facebook / 180 Followers onTwitter 70% of new contacts from all contacts captured 50% of those being from new markets
Editor's Notes
- #13: 2 objectives -> capture new contacts & Awareness :- Drive people to the website- Catch their attention with the episodes- Invite them to registerto view more episodes and accessvaluable content- Encourage sharing totheir network- Alertthemwhen a new episodeisavailable
- #16: People cansharetheircreation and invite friends -> viral
- #24: Supprimer les 2 blogs