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The rise of integrated social brands

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

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

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  • 1. How to talk with customers and partners in 2013The rise ofintegrated social brands An idea by Fabrizio Martire - @betone
  • 2. Index
  • 3. Index • A quick scenario • Retail • Brand / headquarters • A new paradigm • Cases • Structure 3
  • 4. A quick scenario
  • 5. A quick scenariohere, a lot of boring numbers about howsocial media are deeply spread in yourcountry. 5
  • 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. 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. A quick scenario 44% Companies that use social media with supply chain partners. Late 2012, a report by Aberdeen Group, Inc. 8
  • 9. A quik scenarioUse of social media w/ supply chain partners 9
  • 10. Shop online, pick up at the store near you. 10
  • 11. A quik scenario Try at the showroom near you and shop online. 11
  • 12. Brand / Headquarters
  • 13. Brand / HeadquartersSocial Media, the headquarters point of view Big Brand Page Big Brand Big Brand post 13
  • 14. Brand / HeadquartersSocial Media, the headquarters point of view Big Brand Page Big Brand Big Brand post 14
  • 15. Brand / HeadquartersSocial Media, the headquarters point of view Big Brand Page Big Brand Big Brand post 15
  • 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. 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. 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. Retail
  • 20. RetailSocial Media, the retailers point of view Small Retail Page Small Retail post 20
  • 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. 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. 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. 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. 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. A new paradigm
  • 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. 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. 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. 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. A new paradigm Tomorrow Small Rge Corporate Id. Marketing Communication C. Care Sales Centralized / Localized / HQ control Retail freedom Small Retail post 31
  • 32. THINK GLOBAL ACT LOCAL
  • 33. BRANDING GLOBAL CARE LOCAL
  • 34. Cases
  • 35. Cases 35
  • 36. Cases 36
  • 37. Cases 37
  • 38. Cases 38
  • 39. Structure
  • 40. A new paradigmAn integrated view Social Supply Chain 40
  • 41. A new paradigmAn integrated view Social Supply Chain Integrated Social Brand 41
  • 42. A new paradigmAn integrated view Social Supply Chain Integrated Social Brand 42 Bid Data, Analytics, Social CRM
  • 43. ZOOM OUT
  • 44. A new paradigmAn integrated view Co-creation Social CRM Integrated Social Sales & Social Supply Brand C.care Chain 44
  • 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. 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. 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