Strategy among web influencers

Actimel France
22 juin 2009
Strategy among web influencers
- Post mortem 1st session -

Table of content
•Context and objectives
•Description of the 1st web influencers session
•Results
•Next steps

Internet has dethroned TV
INTERNET = 1st MEDIA
IN INFLUENCE
INTERNET = 1st MEDIA
IN TIME SPENDING

However Actimel has a very bad e-reputation
Actimel, plus gros mensonge
publicitaire de l’année Avril 2009
… AND REGULAR NEW
NEGATIVE CONTENT
4 VERY BAD
ARTICLES ON
GOOGLE 1st PAGE

Diagnosis of Actimel’s e-reputation
Strategy among web influencers to explain Actimel’s benefit
and establish a dialog
That’s why we’ve launched a web credibility plan
KPI: positive articles on first 2 pages of Google
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