Carlsberg @ adda day 2012

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Carlsberg @ adda day 2012

  1. 1. Carlsberg @ ADDA DAY 2012Digital satsning skal levere på strategienJakob Holm KalkarMedia & Digital DirectorCopenhagen – 29th Nov. 2012
  2. 2. Our strategy: Fluid & FocusedPage 2 Page 2
  3. 3. Managing consumer connections
  4. 4. Managing consumer connections Explosion in Organized Managed Leveraged consumer through through through touchpoints APIs systems insights OWNED MEDIA EARNED MEDIA PAID MEDIA
  5. 5. ACTIVE ACTIVE ACTIVE ACTIVE1 DAY 32 DAYS 64 DAYS 97 DAYS
  6. 6. Next step is to prove a relationship between socialbehaviour, attitude and consumption Social Ladder Attitude Ladder Behaviour LadderSuper-fans 0,58%Regulars 7%Casuals 31%Listeners 61% 7
  7. 7. Our long term ambition Consumer Connections Brand Equity Return on Marketing Investment
  8. 8. CrowdItSalgsapparat i lommeformat
  9. 9. CrowdIt CROWIT IS...a window to the city nightlifeCONSUMERS WANT...tools that can help that let’s you explore & discover great placesthem save time & money, so they can & events.experience more It allows you to connect with your friends andCUSTOMERS WANT...tools that will attract enjoy a free drink with new offers coming upconsumers to their venues and boost sales every day.CROWDIT……RELEVANT…SOCIAL…WHERE I AM…GUIDING ME TO GREAT EXPERIENCES…SAVING ME MONEY 10

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