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iStrategy Talk - Online Customer Communities
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iStrategy Talk - Online Customer Communities

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  • This is the Dallas Event Agenda:Need to fix timing on this….
  • Use script…Introduce to layers and set up for later so Rob can focus on Owned section…..SIMPLIFY THIS
  • Set expectations with audience…. NOTES SECTION HERE
  • I WOULD LIKE TO SHARE WITH YOU ON OF OUR KEY DESIGN INITIATIVESA PROGRAM WHERE WE CHALLENGED OURSELVES, DESIGNERS AND RESEARCH,TO OPEN UP TO NEWS WAYS OF GAINING INSIGHTS, FINDINGS BETTER WAYS LETTING THE INSIGHTS INSPIRE DESIGNERS.CHALLENGE DESIGNERS FROM ALL ALL OVER THE WORLD, CROSS CULTURE, CROSS DICIPLINE TO CO-CREATE A CLUB OF THE FUTURE.TO INNOVATE IN SEARCH OF ENHANCING PRECIOUS MOMENTS AND CREATING BEAUTIFUL MEMORIES OF CLUBBING.
  • WHY?DESIGN AND INNOVATION HAVE ALWAYS BEEN IN THE DNA OF HEINEKEN.FIRST EXPORT BEERFIRST GREEN BOTTLEWOBO; WORLD BOTTLEWE CHALLENGE OURSELVES EACH TIME.
  • DESIGN IS THE PREMIUMNESS OF THIS ERADESIGN IS HEINEKEN’S KEY PILLAR TO BRING OUR BEER TO OUR CONSUMERS IN AN INNOVATIVE, PREMIUM MANNER.APPROPRIATE TO OUR CONSUMERS MINDSET, THE MOMENT, THE LOCATION, EVERY TIME IN A NEW REFRESHING MANNER.THE BEER QUALITY IS ALWAYS PREMIUM, THE OCCASSION VARIES AND WE STRIVE TO ENHANCE THE MOMENT, WHATEVER MOMENT.FOR CLUBS AND PREMIUM OUTLET WE HAVE DEVELOPED THIS BOTTLE, THE STR BOTTLE WHICH HAS WON DIVERSE AWARDS DUE TO ITS SUPRRISING AN INNOVATIVE CHARACTER.Silver Lion Cannes 2011 IF Award 2011 Dieline Award 2011 ADCN award 2011
  • THE INITIATIVEIN THE OPEN DESIGN EXPLORATIONS PROJECT EDITION ONE, THE CLUBWE CHALLENGED DESIGNERS AROUND THE WORLD TO CREATE THEIR VISION OF THE FUTURE CLUB, TO BE BUILD AT THE PRESTIGUES DESIGN FAIR IN MLANO APRIL 2012.A GREAT PODIUM FOR DESIGNERS TO SHOWCASE THEIR TALENT.NOT FOR MONEY BUT FOR THE GLORY.
  • YOUNG DESIGN TALENT FROM SAO PAULO, NEW YORK, MILANO AND TOKIO TO CO CREATE WITH USTO CAPTURE THE COMMONALITIES OF CLUBBING AROUND THE WORLD BUT ALSO TO ENRICH THE THINKING WITH THE CULTURAL FLAVOUR AND DIFFERENCES.
  • THE CHALLENGE IS TO CREATE CREATE IMMERSIVE EXPERIENCES.AND THE ROLE THE HEINEKEN BRAND CAN PLAY.
  • I TRULY BELIEVE THAT DESIGN PROCESSES AND INNOVATIVE THINKING IS IGNITED BY PUTTING DESIGNERS FROM DFFERENT DICIPLINES TOGETHER.TO GET A FULL INTEGRATED CONCEPT THIS IS A MUST, AND IT IS ENJOYABLE TO DISCOVER HOW THEY CAN INSPIRE EACH OTHER AND THINK CROSS DICIPLINE.TO FIND THESE DESIGNERS WE APPROACHED KEY DESIGN BLOGS LIKE COOLHUNTING, DWELL, CORE 77, AND SET OUT OUR SEARCH. A LOT OF INTEREST AND GREAT RESPONSE.100 PIECES OF GLOBAL COVERAGE 7000 VIEWS OF THE COACHES AND INVITE VIDEO 15.000 VISITS ON FACEBOOK ODE TAB (4 cities only)200 PORTFOLIOS RECEIVED!
  • THE DESINGERS WERE STRANGERS, SO WE TOOK THEM ON A CLUB TOUR TO OBSERVE INTERIORS, BEHAVIOUR AND SHARE THOUGHTS IDEAS AND GET TO KNOW EACH OTHER. A GREAT TEAM SPIRIT WAS CREATED!TO ENABLE CO-CREATION WE HAVE ASKED INSITES TO SET UP A PLATFORM WITH US.AS DESIGNERS WORK FROM ALL OVER THE WORLD THE Y HAVE TO BE ABLE TO SHARE IDEAS, BUILD ON EACH OTHER IDEAS, GET FEEDBACK FROM EACH OTHER AND THE COACHES AND BE INSPIRED.
  • TO GIVE THEM THE RIGHT BAKCGROUND AND INSPIRATION, WE AKSED 140 CLUBBERS TO SHARE THEIR EXPERIENCES.SOMETIMES THE SIMPLEST, OBSERVATIONS CAN LEAD TO GREAT DESIGN SOLUTIONS.
  • TO DIRECT THE DESIGNERS AND HELP THEM FOCUS WE CREATED A BRIEF EVERY 2 WEEKS ON AN AREA, ITS INSIGHTS AND CHALLENGES.EXAMPLE STORIES:REFRESHMENT/ORDERING A BEERWAITING IN LINE AT BAR, EYE CONTACT BARMAN, LOOKING FOR YOUR FRIENDS A NICE PLAY TO STAND, WAITING FOR YOUR FRIENDS, WHAT DO YOU DO?LOUNGEYOU LIKE TO SEE THE DANCING BUT YOU DO NOT WANT THE LOUD SOUND, YOU WANT TO BE SERVED, SEENENTRANCEWAITING AT AN ENTRANCE IS ANNOYING, IT IS COLD, PEOPLE ARE BEING LET IN IN FRONT OF YOU, WAITING IS BRING. CAN WE ENTERNATIN THEM, FEEL NOTICED? ARE THERE ANY NICE DOORBITCHES?
  • ENDLESS IDEASIDEAS THAT MAKE SENSE, NOT DESIGN FOR DESIGN SAKECO-CREATING A BIG IDEA.ONE TO ENHANCE ENJOYMENT IN CLUBS, THE MEMORIES AND…REDUCE ANNOYANCES.
  • YOU THOUGHT I WOULD SHARE THE FINAL RESULT WITH YOU?

Transcript

  • 1. Transform YourMarketing withSocial CustomerEngagement Jens Vang Lauridsen European Director of Sales Telligent Tom De Ruyck Head of Research Communities InSites Consulting
  • 2. Check out What’s the the plan? agenda! Marketing Who’s Who with The Social Ecosystem Social Owned Communities – Benefits & ROI CustomerEngagement Owned Research Communities in Action Q&A
  • 3. Who’s Who…
  • 4. The Social Ecosystem `` WikisParticipatingListening, establishing reputation(I’m one of you)ManagedListening, supporting, building reputation,marketing External CommunitiesOwned (On Domain) Closed NetworkListening, supporting, buildingrelationships, collaborating Example: customer communities Internal Example: channels, members Communities Example: Intranets, communities of practice Copyright 2012 Telligent. All rights reserved.
  • 5. Owned Community Benefits & ROI
  • 6. Marketers reach the most customers at their own 82.5% domains 6.7% 5.6% 4.4% 0.4% 0.4% Our primary web site Our campaign Our blog Our Facebook page Our Twitter account Our YouTube channel microsites Where do you reach the largest number of online users today?Source: December 2010 US Interactive Marketing Online Survey - Forrester Research
  • 7. Marketers engage their customers best at their 64.3% own domains 17.1% 12.3% 4.0% 1.2% 1.2%Our primary web site Our campaign microsites Our Facebook page Our blog Our Twitter account Our YouTube channel Which offers you the deepest engagement with individual users today? Source: December 2010 US Interactive Marketing Online Survey - Forrester Research
  • 8. Marketers’ domains offer the best branding opportunity, too 70.2% 12.3% 11.9% 4.0% 1.2% 0.4%Our primary web site Our campaign microsites Our Facebook page Our blog Our Twitter account Our YouTube channel Which offers you the best branding opportunity today?Source: December 2010 US Interactive Marketing Online Survey Forrester Research
  • 9. Owned Research CommunitiesIn Action
  • 10. THE INNOVATIVENATURE OFHEINEKEN
  • 11. ARE YOU THE BRIGHT DESIGNERWITH ILLUMINOUS IDEAS?
  • 12. … TO ENHANCETHE ENJOYMENTAND THE MEMORIESOF CLUBBING?
  • 13. Heineken a design(er) brand
  • 14. Inspired by trendy clubgoers
  • 15. A matching way of reporting
  • 16. ... for maximal impact
  • 17. ORDERING A BEER…IMPROVE INTERACTIONCREATE EXITEMENT,ENGAGEMENTAND SURPRISE?
  • 18. Conclusions
  • 19. Thank You!Questions?