unilever联合利华公司user-generated-content.ppt

User generated contentPDove EU web sitesBenjamin LongIT Business partner Marketing Unilever Unilever – Our brands P P P – User generated contentTips P – User generated contentRecipes P – User generated contentRecipes P – User generated contentRecipes P – User generated contentForum + chat D - Forum Opportunities, challenges, risks * * With 400 brands spanning 14 categories of home, personal care and foods products, Unilever is one of the largest FMCG (fast moving consumer goods) company. No other company touches so many peoples lives in so many different ways. 150 million times a day, someone somewhere chooses a Unilever product. From feeding your family to keeping your home clean and fresh, our brands are part of everyday life. Unilevers mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. Unilever’s consumer web site with the most traffic. 3rd recipe web site, 4th female portal in France. Part of the French consumer relationship marketing program. The site features: Articles, tips Games News e-coupons Coaches Shop Forums and moderated chats Community features (membership, profile,private mail) Newsletter Goodies The “pourtoutvousdire” program also featuresa printed magazine. The program is tightly linked to the CRM activitiesof the Unilever brands in France. Consumers can share their own tips on nutrition, health, beauty, etc. Tips are straightaway published on the site and moderated a posteriori by a PTVD editor. Tips from consumers are separated from the brand tips. The site features a 4000 recipes database, of which 1000 have been written by consumers. Consumers recipes are published straightaway and are moderated a posteriori. Moderation consists in checking the quality of the recipe, spell checking, adding a food shot. You can rate recipes,post a comment, send a mail tothe recipe author. Recipes does not necessar