The rise of integrated social brands

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How to talk with customers, supply chain partners and retailers in 2013.

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The rise of integrated social brands

  1. 1. How to talk with customers and partners in 2013The rise ofintegrated social brands An idea by Fabrizio Martire - @betone
  2. 2. Index
  3. 3. Index • A quick scenario • Retail • Brand / headquarters • A new paradigm • Cases • Structure 3
  4. 4. A quick scenario
  5. 5. A quick scenariohere, a lot of boring numbers about howsocial media are deeply spread in yourcountry. 5
  6. 6. A quick scenariohere, a lot of boring numbers about howsocial media are deeply spread in yourcountry.here, more numbers and facts about howmany companies get money with ecommerce. 6
  7. 7. A quick scenariohere, a lot of boring numbers about howsocial media are deeply spread in yourcountry.here, more numbers and facts about howmany companies get money with ecommerce.here, more data about your target on internet. 7
  8. 8. A quick scenario 44% Companies that use social media with supply chain partners. Late 2012, a report by Aberdeen Group, Inc. 8
  9. 9. A quik scenarioUse of social media w/ supply chain partners 9
  10. 10. Shop online, pick up at the store near you. 10
  11. 11. A quik scenario Try at the showroom near you and shop online. 11
  12. 12. Brand / Headquarters
  13. 13. Brand / HeadquartersSocial Media, the headquarters point of view Big Brand Page Big Brand Big Brand post 13
  14. 14. Brand / HeadquartersSocial Media, the headquarters point of view Big Brand Page Big Brand Big Brand post 14
  15. 15. Brand / HeadquartersSocial Media, the headquarters point of view Big Brand Page Big Brand Big Brand post 15
  16. 16. Brand / HeadquartersSocial Media, the headquarters point of viewCharacteristics:• User base: Million of fan• Relationship: Low engagement (without: adv or special campaign)• Voice: company voice• Strategy: Yes• Content: Content plan• Image: corporate identity guideline 16
  17. 17. Brand / HeadquartersSocial Media, the headquarters point of viewCharacteristics: Key functions:• User base: Million of fan • Branding• Relationship: Low • Awareness engagement (without: adv or special campaign) • Engage• Voice: company voice • PR• Strategy: Yes • Communication• Content: Content plan Other functions:• Image: corporate identity guideline • Online Sales • Customer Care 17 • Co-creation
  18. 18. Brand / HeadquartersSocial Media, the headquarters point of viewCharacteristics: Key functions: Fears:• User base: Million of fan • Branding • Customer care, how to?• Relationship: Low • Awareness • Problems between engagement (without: adv customers and retailers or special campaign) • Engage on my page• Voice: company voice • PR • “We can’t give you info• Strategy: Yes • Communication because our supply chain and retail• Content: Content plan partners go crazy.”• Image: corporate identity Other functions: • ROI guideline • Online Sales • Customer Care 18 • Co-creation
  19. 19. Retail
  20. 20. RetailSocial Media, the retailers point of view Small Retail Page Small Retail post 20
  21. 21. RetailSocial Media, the retailers point of view Small Retail Page Small Retail Page Small Retail post Small Retail post Small Retail Page 21 Small Retail post Small Retail post
  22. 22. RetailSocial Media, the retailers point of viewCharacteristics:• User base: Hundreds of fan• Relationship: A more personal relationship with the customer• Voice: real people, not brands• Strategy: No• Content: No content plan• Image: uncoordinated corporate identity 22
  23. 23. RetailSocial Media, the retailers point of viewCharacteristics: Key functions:• User base: Hundreds of fan • Sales• Relationship: A more • Customer care personal relationship with the customer • Communication• Voice: real people, not brands Other functions:• Strategy: No • Branding• Content: No content plan • PR• Image: uncoordinated • Co-creation corporate identity • Awareness • Engage 23
  24. 24. RetailSocial Media, the retailers point of viewCharacteristics: Key functions: Fears:• User base: Hundreds of fan • Sales • “How to get fan & followers?”• Relationship: A more • Customer care personal relationship with • Communication • “What I have to say?” the customer • I haven’t time• Voice: real people, not • I haven’t budget brands Other functions:• Strategy: No • Branding • The headquarter e-commerce• Content: No content plan • PR• Image: uncoordinated • Co-creation corporate identity • Awareness • Engage 24
  25. 25. What Brand /HQ Retail User Base Millions Hundreds Low engagementRelationship Personal (without: adv or special campaign) Voice Company voice Real people, not brands Strategy Yes No Content Content Plan No content plan Uncoordinated corporate Image Corporate identity identity Branding, Awareness, Engage, PR & Sale & Promo, Customer care,Key Functions Communication Communication
  26. 26. A new paradigm
  27. 27. A new paradigm Today Small Retail Page Small R Big Brand PageBig Brand Small Retail post Small Retail post Small R 27 Small Retail post Small Retail post
  28. 28. A new paradigm Today Small Retail Page Small R Big Brand Page ?Big Brand Small Retail post Small Retail post Small R 28 Small Retail post Small Retail post
  29. 29. A new paradigm Today Small Retail Page Small R Big Brand Page ?Big Brand Small Retail post Small Retail post Small R 29 Small Retail post Small Retail post
  30. 30. A new paradigm Tomorrow Small Retail Page Small Big Brand PageBig Brand Small Retail post Small Retail post Small Retail Page Small 30 Small Retail post Small Retail post
  31. 31. A new paradigm Tomorrow Small Rge Corporate Id. Marketing Communication C. Care Sales Centralized / Localized / HQ control Retail freedom Small Retail post 31
  32. 32. THINK GLOBAL ACT LOCAL
  33. 33. BRANDING GLOBAL CARE LOCAL
  34. 34. Cases
  35. 35. Cases 35
  36. 36. Cases 36
  37. 37. Cases 37
  38. 38. Cases 38
  39. 39. Structure
  40. 40. A new paradigmAn integrated view Social Supply Chain 40
  41. 41. A new paradigmAn integrated view Social Supply Chain Integrated Social Brand 41
  42. 42. A new paradigmAn integrated view Social Supply Chain Integrated Social Brand 42 Bid Data, Analytics, Social CRM
  43. 43. ZOOM OUT
  44. 44. A new paradigmAn integrated view Co-creation Social CRM Integrated Social Sales & Social Supply Brand C.care Chain 44
  45. 45. A new paradigmAn integrated view Enterprise internal collaboration (E2.0) Co-creation Markets Strategy Social CRM Integrated Social Sales & Social Supply Brand C.care Chain 45
  46. 46. A new paradigmAn integrated view Enterprise internal collaboration (E2.0) Co-creation Markets Strategy Social CRM Integrated Social Sales & Social Supply Brand C.care Chain 46 Social Enterprise
  47. 47. see you soon!follow me, @betone Gummy Industries S.r.l. www.gummyindustries.com Via Manzoni 22/c 25126, Brescia twitter.com/gummyindustries Tel 030 5241468 info@gummyindustries.com

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