1. 1 8.9.2011 TasteSensations Digital Ecosystem 1 @kati_sulin @FazerSuomi

2. 2 8.9.2011 Twitter: @kati_sulin@FazerSuomi #HKD2 2 Fazer POV

3. Registereduser, purchaseintent Fazer contact, part of info loop –acts as an ambassador Is interested, willing to stay in contact and share Knows us well, interested / likes us Knows us, not (yet) interested Doesnotknow us, notinterested Engagement ladder 3 8.9.2011

4. 4 Fazer ecosystem CHOCOLATE Chocolate 4

5. 5 8.9.2011 First Name Last Name Fazer online brand experience 8.9.2011 5 5

6. 6 Product info, online customer service on site / Twitter, product development Brand stories, Facebook fan page, product info, Twitter feed, competitions, videos, iPhone application (recipe book, healt info, etc) Online version, iPad version, blog Sharing of experiences, contact form Product/service Fazer online comms, additional info, blog, video, pictures, etc. Event info, expert blog, invite and register, Twitter feed Advertising/branding Seasonal blogs, video stories, recipes & tips Fazer publications Events/Face to face Fazer news Factory visits Seasons 6

7. 7 Expanding the brand experience Services Publications Dialogue Advertising/branding Product/service Factory visits Event/face to face Fazer news Brandjournalism Entertainment 7

8. 8 8

9. 9 9

10. 10 Online concept 5 Online concept 1 Online concept 3 Online concept 2 Online concept 4 10

11. 11 8.9.2011 Twitter: @kati_sulin@FazerSuomi #HKD2 11 Consumer POV

12. 12 8.9.2011

13. 13 8.9.2011

14. 14 8.9.2011 Someone who enjoys things and constantly seeks for new things 33 years old, urban city woman from Helsinki Lives in a household of 2: together with her husband in Töölö Has a business degree, works in marketing or a large international company Feels secured about her personal finances. Does not really have to worry about money. Uses a lot of modern technology, a smart phone, tablet, computer, etc, in order to stay in touch with her friends, family, and what is going on Hobbies include pilates, concerts, cooking and reading Appreciates and enjoys good food Tries to make healthy food choices

15. 15 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Morning Breakfast time: Fazer iPhone application suggests a healthy breakfast menu for every morning.

16. 16 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Morning Breakfast time: Fazer iPhone application suggests a healthy breakfast menu for every morning. Enjoys Fazer rye toast with cottage cheese and tomato.

17. 17 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Morning In tram: Sees a promo of a new Fazer candy in Facebook. => Orders a sample and agrees to comment on it afterwards.

18. 18 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Before noon Sees an interesting Fazer job advert posted in Twitter. =>Looks for further info on Fazer.com (employee videos, Fazer stories, etc.)

19. 19 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Before noon Buys a chocolate bar from tram station.

20. 20 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Before noon Buys a chocolate bar from tram station. Checks from Fazer.com whether the new chocolate includes nuts.

21. 21 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Afternoon Enjoys a lunch at Amica: A healthy salmon salad.

22. 22 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Afternoon Enjoys a lunch at Amica: A healthy salmon salad. Checks the nutritional facts of the salad by using Amica iPhone application.

23. 23 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Afternoon Meets a friend at Fazer Café Kluuvi: enjoys a cafe latte and a piece of strawberry cake.

24. 24 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Afternoon checks into Foursquare. Sends a picture of her friend having cake to FB. Meets a friend at Fazer Café Kluuvi: enjoys a cafe latte and a piece of strawberry cake.

25. 25 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Reads a recommendation of F8 restaurant in Twitter. Afternoon

26. 26 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Reads a recommendation of F8 restaurant in Twitter. Early evening Has a dinner at F8 restaurant: pasta with goat cheese.

27. 27 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Reads a recommendation of F8 restaurant in Twitter. Early evening Writes her own evaluation and shares it with her network. Has a dinner at F8 restaurant: pasta with goat cheese.

28. 28 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Early evening Sees a tv documentary about the origins of chocolate.

29. 29 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Early evening Sees a tv documentary about the origins of chocolate. Looks for further info at Fazer.com about Fazer and sustainability.

30. 30 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Late evening Sees a discussion about Fazer as an employer in Suomi24.fi.

31. 31 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Late evening Sees a discussion about Fazer as an employer in Suomi24.fi Writes a job application…

32. 32 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Late evening Sees a discussion about Fazer as an employer in Suomi24.fi. …and attaches a link to her LinkedIn CV. Writes a job application…

33. 33 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Late evening Reads articles in bed by using iPad: Fazer magazine suggests great chocolate cake recipes.

34. 34 8.9.2011 A typical day with Fazer encounters OFFLINE ONLINE Late evening Reads articles in bed by using iPad: Fazer magazine suggests great chocolate cake recipes. Decides to try out a mud cake recipe on Saturday.

35. 35 8.9.2011 THANK YOU! Twitter: @kati_sulin@FazerSuomi #HKD2 35