+

Improving social media

visibility

Helena Assayag

Alexandre Billaud

Gladys Chardon

Stéphane Carlier

Léo Lachenal

Alice Lachat

How to build a relevant

content ?

Your Issues : Strengthen the Bayer Garden visibility on the Internet

and social medias.

Be the reference at any questions related to solving

plant problems.

Our answer : A global comprehensive and detailed solution to all your

problems !

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

The passionate gardeners(enjoy sharing their achievement)

Nature inspired

gardeners(females, look for a

healthy garden)

Creative gardeners

(females, importance

of the visual appearance)

Functional gardeners( males, gardening is a

necessary chore)

Ne

ed

a g

ard

en

ma

te

Need a garden mate Need a garden mate

Ne

ed

a g

ard

en

ma

te

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

Positive points Negative points

Nice fan base (more than 10 K

total)

Nice regularity in Twitter post

No REAL interactivity, an unclear

goal

A clear goal:

- Promote and proves product

efficiency

- Posting news about

gardening, nice community !

• No TW account, no control on

#Roundup, #pesticids

• Really negative comments !

E.G :# GMO Free

USA @GMOFreeUSA

Dr. Huber Explains Science

Behind New Organism and

Threat from Monsanto's

Roundup, GMOs to Disease and

Infertility

Passionate and professional

gardeners saying on social

medias that this product is great !

#brandadvocates !

A lot of User Generated Content !

No official website, no TW or FB

accounts !

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

A social media strategy based on 5 different platforms

An example of contest on Facebook

Forum

presentation

Forum

login

Forum

profile

Forum

discussion

Promote the brand through its products thanks to blogs

Action on the bloggers

Develop brand advocacy

Action on the visitors

Improve word of mouth

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

Blog

Blog

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

Recommendation : “Test a product” campaign

Offer the ability to get free samples of a Bayer Garden

product…

… In exchange of a review article written on the tester’s

blog.

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

Only social media using videos

A YouTube channel

Bayer Garden

A QR Code in the back of the product’s packaging

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

Who is impacted

Nature Inspired Gardeners

Find inspiration

Find tips and advice

Creative Gardeners

Share their creations

Mainly women gardeners

65% of

Pinterest

2 types of contests

« Pin to Win » contest

UGC Contest

Follow the accountRepin a picture or

create a boardWinner selected by a jury or randomly

Follow the account

Post a themerelevant picturewitha defined

Hashtag

The picture isrepined on Bayer

contest board

The mostLIKED

picture win

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

Your « All day » presence on Pinterest

Actuality related pictures

Link them with your website

Highlight your community

Followers dedicated board

Interact with them

Analyse your results

Organic results : Nb of repins, comments, followers

UGC : Website/Facebook page redirection

http://pinalytics.co.uk

http://www.pinreach.com

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

MAI JUIN JUIL. AOUT SEPT. OCT. NOV DEC.

Contest &

Forum

Comm.

Best

Garden

Contest

Blog &

Youtube

Comm.

Halloween

Comm.

Xmas

Comm.

Launch

Launch

Launch

Spring

ContestPumpkin

Contest

Xmas

Cont.

Spring

Contest

Comm.

Forum

Comm.

Blog &

Youtube

Comm.

Halloween

Comm

Xmas

Comm.

2013

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

JANV. FEV. MARS AVRIL MAI

Valentine’s

Comm.Mother’s

Day Comm.

Easter Virtual Garden Spring

Comm.

Valentine’s

Contest

Mother’s

Day Contest

Spring

Contest

Valentin’s

Comm.

Mother’s

Day Comm.

Easter Comm. Spring

Comm.

2014

Conclusion

We developed Bayer Garden

Presence on the web

Quality of this presence

Community aspect

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks

ACTIONINTER

Set up your objectives

Target your audience

Highlight your

strengths

Define the relevant content

Produce and release the content

Control and get

feedbacks