Dassault SystèmesThe Collaborative Tribe (May 2010)

Nicolas Maritan@nmaritanDassault Systèmes

A Global Team Driven by Passion for Innovation

8,700 Employees 80 Countries83 Served Countries23 R&D Labs

Our Mission

« Provide our customers with a collaborative platform to put the consumer at the heart of the innovation cycle »

• “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

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

+

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 :

HOW ?

A « B to B » Viral Marketing Campain

The Collaborative Tribe

Impact is not created by bigbudgets, it is created by innovative marketing approaches.

1. HAVE A SMART IDEA

AND SURPRISE YOUR AUDIENCE.

Grab their attention!

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.

A vehicle (movies)

• 6 episodes using humourand originality to createemotion and virality

• One-minute movie

• No dialog to maximize the viral effect (understandableeverywhere)

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« Become producer, send us your scenario »

• Available in 10 languages

A dedicated website with rich content:

2. BE VISIBLE ON SOCIAL

NETWORKS.

Make your audience talk about you

Leverage Social Networks

Maximize the viral effects by leveragingthe power of social networks

Facebook Application

• Give more visibility to the campaign• Promote DS technologies

Up to 500 active users/month

Enable & Encourage sharing

• Make sharing easyHelp people share your content everywhere in one click

• Clickback TrackingMeasure 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

BUT VIRAL MARKETING IS NOT MAGIC…

3. DEFINE A GLOBAL

MEDIA STRATEGY

Online & Offline: different toolssupporting the same objective.

Adopt a 360° marketing approach

DASSAULT SYSTEMES - Page -19

BRAND

AGENCY

MEDIA

AUDIENCE

From traditionalCommunication…

Adopt a 360° marketing approach

DASSAULT SYSTEMES - Page -20

THE COLLABORATIVE

TRIBE

Social Networks

PR Campaign

(Press, News, Blogs, …)

Events/Tradeshows

YOUR INTERNAL

Social Networks

EmailingCampaign

Media placement

(Web banners, Adwords…)

…to a 360° approach

Start within your company…

• A good way to initiate Buzz: employees are proud of theircompany. 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)

Launch through Emailing & Media placement

• Define the appropriate target and the right support according to your objectives

• We have selected specialized media to address ouremerging markets (High Tech, Life Sciences, Energy, … )

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

~8,000 persons

DS official Blog

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

Don’t neglect online PR

• Send a PR alert to your PR agency

• Target also marketing blogs, magazines, …

– They were very receptive

– We’ve got a lot of articles and quotes that waspromoted/forwarded by others on social networks

150 articles/quotes

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…

4. MONITOR, TRACK

AND ADJUST

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

Listen to what people say & be reactive

TweetDeck/Netvibes Google alertsWikio/Technorati

Engage in conversations

An innovative B2B campaign that left lasting impressions

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

Thank you!

@nmaritan