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Redefining the value of fans

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Redefining the value of fans: Smirnoff's Community Strategy, presented by Giulia Gasperi (InSites Consulting) and Oscar Martinez (DIAGEO) at the ARF Measurement Congress in New York (US) on Tuesday …

Redefining the value of fans: Smirnoff's Community Strategy, presented by Giulia Gasperi (InSites Consulting) and Oscar Martinez (DIAGEO) at the ARF Measurement Congress in New York (US) on Tuesday June 11, 2013.

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  • 1. Smirnoff’s Community StrategyRedefining the valueof fansOscar MartinezGlobal DirectorConsumer PlanningSmirnoff, DIAGEOPhoto*1-pt black bordershadowGiulia GasperiResearch ManagerInSites ConsultingPhoto*1-pt black bordershadow
  • 2. 1 Smirnoff‟s marketing vision2 KPIs & project design3 Results4 Making it happen… with a little bit of magic
  • 3. 1.The act ofengaging orthe state ofbeingengaged.2.Betrothal.3.Somethingthat serves toengage; apledge.4.A promise oragreement tobe at aparticularplace at aparticulartime.MostBrands
  • 4. 1.The act ofengaging orthe state ofbeingengaged.2.Betrothal.3.Somethingthat serves toengage; apledge.4.A promise oragreementto be at aparticularplace at aparticulartime.FewBrands
  • 5. Market this
  • 6. But do youThis?= a sign of active engagement ?
  • 7. Reclaimingthe streets:Brazil
  • 8. Theopportunity:Sparka GlobalMovement
  • 9. The challenge:AlwaysOn Relevant
  • 10. KPIs &project design2
  • 11. Does moving toNew York make you aNew Yorker?
  • 12. Does liking a brand onFacebook make you abrand fan?
  • 13. 10MM8.2MM>
  • 14. Need to find ways toincrease the value of fans.10MM ?=
  • 15. Brand Activation $$E.g.: Smirnoff posts contenton its Facebook page“I canrelate to that!”BrandIdentificationFollowersFans
  • 16. “I liked it but I’ll keep it to myself”Marketing THROUGH fans“This is something I want to share with my peers”Marketing TO fansConventional marketingAdvocacyFans are notadvocates.
  • 17. “Tell us something we don‟t know.Do something we haven‟t done.”[3K // LDA – 35 // o o o ]ListeningMapping Collaborating1. 2. 3.
  • 18. Results3
  • 19. 1. On Smirnoff‟s Facebook page:Real fans > „non real‟ fansBrand ambassadorsInvolved consumersPotential ambassadorsUninvolved consumers+++--- IdentificationHighLowBrand&CategoryAdvocacyAvgAvgN = 1136N = 276N = 269“I liked it but I’llkeep it to myself”“This is something I wantto share with my peers”“I might have liked somethingonce but that doesn’t makeme a fan”
  • 20. 1. From only quantity to quality:From Like to awesome.
  • 21. 2. Themes like „cocktail recipes‟lead to more brand excitement.Impact… outcome of a conversation between consumers about this topicThemes… topics discussed in conversationsbetween consumers (LDA-35)AwarenessAppealBrand IdentificationExcitementBrand AdvocacyConsumptionCocktail recipesTheme 1Theme 2Theme 3
  • 22. 2. Add a hero factor to currentthemes.=
  • 23. So how do we becomemore than a brand with10 MM fans?
  • 24. Making it happen…with a little bit of magic.4
  • 25. Collaboration“We need to speak the samelanguage.”
  • 26. 1. From only quantity to quality:from like to awesome.2. Add a hero factor to currentthemes.3. From being a brand to being afriend.
  • 27. From just quantityto qualityHero factorBrand becomesfriend

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