31. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
32. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Increase contacts
Reach
Entertaining
consumers
Engagement
Strengthen the
relationship
Reputation
Business
development
Transaction
Spontaneous actions
(Earned)
Official Presence
(Owned)
Promotion
(Paid)
Celiac Campaign
Digital PR
Dinner Box
Amadori Website
Newsletter
Fan Page
YouTube
«Amadorabili» recipes
Where is Francesco Amadori
33. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Before: Brochureware website (Wiki definition)
“… A brochureware website is a business website that has very infrequently updated content. Often the site has been
developed as a direct translation of existing printed promotional materials, hence the name. Brochureware sites therefore
take little advantage of the capabilities of the web that are unavailable in printed publication. …”
WHAT they have before
- TVLike experinces
- Animazioni Flash
- Self-promotional content
- No updates
- No services
WHAT the «Customer» want
- Search for specific and quality content
- Want to interact
- Want to be engaged
After:
- Web Portal / Content Management Platform
• Reliable and scalable
• Centrally managed
• Empowering Marketing/Communication org – Content & services update
- The web site is just a part o the entire digital hub
- Industrialization of the delivery new websites process
34. IBM ICS - BP Eexecutive Council
From the new web site launch
(23 October 2011):
Unique visitors : more of
125.000 (about 4.300 by weeks
+ 125% compared to the old one)
“Loyal” users: 25%
Media Pagine Viste: 2,4
Tempo medio: 95 secondi
New Web site experience Allow to
customize web surfing depending
on «What are you interest» and
«Who is the interested user»
Spontaneous
Actions
(Earned)
Official
Presence
(Owned)
Promotion
(Paid)
35. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Spontaneous
Actions
(Earned)
Official
Presence
(Owned)
Promotion
(Paid)
36. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Spontaneous
Actions
(Earned)
Official
Presence
(Owned)
Promotion
(Paid)
•Fan Page
Amadori
«Peopoll»
•«Amadorabili
Ricette»
(recips) contest
•CubeYou for
Social
registration/An
alytics/Segmen
tation
37. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
We created a promotional campaign on the
web dedicated to the world of celiacs with the
aim of promoting the Amadori "no gluten"
products
Persone contattate:
Channel: Google Adwords Search
Period: February 27, Aprile, 24 2012
> 12.000 visitors in 2 monthes
> 300 newsletter subscribers
Find the latest products For Celiacs and
Receive Free Recipes!
Spontaneous
Actions
(Earned)
Offical
Presence
(Owned)
Promotion
(Paid)
38. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Spontaneous
Actions
(Earned)
Official
Presence
(Owned)
Promotions
(Paid)
■ Show connections between relevant topics and
highlight their strengths
■ Identifies the most discussed topics during a
certain
■ Identify criteria for decision-making which have
an influence on consumer behaviour
■ Highlights strengths and weaknesses related to
a topic
■ Shows the brand awareness and the sentiment
of the brand
39. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Consumers
Master
Data
Social
integration
Engagement
Awarness
Agency turn-over mngmnt
Excel «not usable» files
Overhead Privacy
YESTERDAY TODAY TOMORROW
Showcases sites
Link Online-Offline
• eCoupon
• Store Locator
• Geo MKTG
Digital Signage
eCommerce ?!?
Centralized Master data
contest/ newsletter
Social CRM
iLike
Commenting
Social Share
FB FanPage
YouTube
Community
Survey
Blog
CrowdSOURCING
Mobile App
DEM
SEM (SEO + AdWords)
Listening
Sentiment Analysis
40. LIVEProfile
Web Catalog
Precision Mktg
Integrated
Mobile App
Because her
interesting on
nutritions Milla
find a link to
Cuor Leggeri
website
On the web site
ther’s a section
with receips and
nutritionì’s
suggestion
By facebook authorization
she do a quck registration
Mila surf
the recipes
and finding
interesting,
download
the iphone
app
Having to go to the grocery store
Mila surf the mobile app where she
receive a «Cuor Leggeri» promotion.
Mila download the digital coupon on
her smartphone
At the grocery store
Mila buy «Cuor
Leggeri» and redeems
her coupon directly at
the cash
1 2 3 4 5-6
Technologies Digital Marketing
Platform
CMS Social Registration Mobile app Digital coupons
Processes SEM optimization Content
Management
Registration process
facilitation
Push sales by
mobile app
Promotional activities on
mobile