Engaging Customer Experiences for the Customer-activated Enterprise

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We integrated into the marketing mix the "digital slice" that contributes to get the marketing initiatives more efficient and effective

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Engaging Customer Experiences for the Customer-activated Enterprise

  1. 1. ECE101: Engaging Customer Experiences for the Customer-activated Enterprise Francesco Fabbri, ICT Project Manager @ Amadori Group © 2014 IBM Corporation
  2. 2. Agenda Digital Strategy: Think & Work in a «distinct» way Real case history Metrics and Results 2
  3. 3. The Amadori Group in figures Founded by brothers Amadori, Amadori Group is a leading European poultry manufacturing company (chicken and turkey). Turnover 2012: 1.250 M€ Market share: 32% in Italy Employees : 7.000 Production plants : 16 Branches: References: 3 23 over 1.700
  4. 4. Think in a “distinct” way Digital is part of the marketing mix Web presence Online contests for UGC and Brand awareness Mobile Site Newsletter/DEM Social Media presence Social Intelligence Press PR journalist PR Blogger Digital Press 4 Digital Advertising Marketing Mix Press / PR “Physical Activities” TV and traditional Media Press Sponsorship SEA Social Media Adv OnLine press Events Focus Group Trade contests eCoupon
  5. 5. Think in a “distinct” way Digital is part of the marketing mix Web Platform (WCM) for supporting: - easy administration - content update - multichannel ( web, social, mobile ) Platform for analytics ( SPSS ) Creating dynamic and personalized experiences Increase Social Interaction Content is always King Keyword-rich Content Viral Content Usability Technology Digital Synergy for Marketing success Mix Press / PR Engagement 5 Advertising Creativity “Physical Activities” Consumer Behavior Analyzing user data to generate insights Responding rapidly thanks to smart internal process Sustaining competitive advantage by deploying new product faster
  6. 6. Work in a “distinct” way Amadori Digital Strategy - The initiative is led jointly by the Strategic Marketing and IT of the Amadori Group; - Amadori has embarked on a transformation program oriented to the definition and implementation of a new Digital Strategy; - The Amadori Digital Strategy is a general rethinking about the opportunities for contact and the development of dialogue and relationship with different target audiences Strategic Marketing Business Innovation New products development New forms of contact New channels / business analisys 6 ICT and Organization Communication ICT Innovation Corporate communications Products communication Events and PR ICT innovation Push/Pull CROSS FUNCTIONAL TEAM
  7. 7. Amadori Digital Strategy: target declination for Consumers Find information about brand/products BROWSE Personalized Content and Interaction INTERACT Contest with rewards PLAY Community and Brand engagement JOIN 7 1 2 3 4
  8. 8. Amadori Digital Strategy: target declination for MKTG Increase Contacts REACH Entertaining Consumers ENGAGEMENT Strengthen the relationship REPUTATION Business development TRANSACTION 8
  9. 9. Amadori Digital Strategy: target declination for IT YESTERDAY Information • • • • Agency turn-over management Brochureware website No content updates Leads on Excel files Social Integration Engagement Awareness 9 • • • • TVLike experiences Self-promotional content Flash animation ( No mobile! ) No services TODAY • • as unique partner TOMORROW • • Store & Promo Locator eCommerce platform? • • • • • Social CRM Web Analytics iLike, Commenting, Social Share Facebook Connect Social Media Analytics • Social Bridging • • • • • Crowdsourcing Contest Mobile App Newsletter / DEM Survey Integrated Mobile App • Blog • • • • SEO Digital ADV Social Intelligence eCoupon • • Geo Marketing Digital Signage
  10. 10. Agenda Digital Strategy: Think & Work in a «distinct» way Real case history Metrics and Results 10
  11. 11. Personalized Web Content Management UI allow visitors to customize content depending on «What are their interest» and «Who is the interested user» Power with 11 by
  12. 12. Digital Dynamic Catalogue Different product data sheet for consumer and professional buyer Integration with ERP for detailed information Power with 12 by
  13. 13. Integration with mobile MOBILE SITE DESKTOP SITE 1 Authoring Template – Many Presentation Template 13 Marketing update content once APP MOBILE
  14. 14. Digital flyer and e-couponing We promote weekly product’s offers Customers can register , print e-coupons discounts and redeeme them in a grocery store ! Power with 14 by
  15. 15. Amadori Social Intelligence Social Intelligence is the Business Intelligence applied to Web and Social Content • Reputation analysis • Online brand awareness • Brand positioning • Alerting and Crisis Management • Identification customer needs • Customer targeting • Focused marketing campaign BRAND REPUTATION CUSTOMER INSIGHT SOCIAL INTELLIGENCE CRM • Customer satisfaction • Customer loyalty • Engagement 15 INNOVATION • Identification of new trends • Usefull information about products development
  16. 16. Information flow Buzz WH Textual Data Web Unstructured Data Filtered UnstructeredData Web Listening Import Clip Text Analytics Engine Database Structured Data Framework & Dashboard Power with Smart Lights for Business 16 Data elaboration by
  17. 17. Social Intelligence for reactive and proactive approach ■ Show connections between relevant topics ■ Highlights strengths and weaknesses related to a topic ■ Identifies the most discussed topics during a certain time frame ■ Shows the brand awareness and the sentiment of the brand Power with by 17
  18. 18. Agenda Digital Strategy: Think & Work in a «distinct» way Real case history Metrics and Results 18
  19. 19. Metrics: Can we measure business results? - Increased brand awareness - Increased sales - Better insight into customer behavior and needs - Better targeted campaign - Less effort for creating new sites and content update 19 Exceptional Web Experience Conference 2012 -
  20. 20. ECE101: Engaging Customer Experiences for the Customer-activated Enterprise Francesco Fabbri, ICT Project Manager @ Amadori Group Access Connect Online to complete your session surveys using any: – Web or mobile browser – Connect Online kiosk onsite 20

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