NIVEA – How can we lead the dialogue with consumers in the digital age?

Lecture held on 26 January 2017 | 14:15 | C 14.001

Torsten Schapmann, Head of Digital NIVEA for Germany, started by explaining the most important factors in a successful digital consumer dialogue for the "Best Connected Skincare Brand", NIVEA. With the stated aim "NIVEA must be the answer to all skincare questions", the team headed by Torsten Schapmann has worked on optimising all digital customer touchpoints. Content is selected on the basis of a scoring procedure using three criteria: volume check, brand fit and competition. Content posts with editorial content published on the Facebook page ensure a wide organic reach. The business must be especially careful to avoid any suspicion of surreptitious advertising – which is why bloggers are required to indicate all sponsored texts.

Rebecca Gradert, Head of Consumer Affairs, then spoke about how customer services has moved online and how her team manages their c. 100,000 customer contacts each year. Social media community management poses particular challenges for service staff. The company must ensure an individual and creative customer dialogue between equals that corresponds to the company's image, goals and requirements.