1
‘Rise Together’Developing the Guinness Online Community                from Social Media to CRM                         BB...
IntroductionsRichard Fraser                                 Douglas LinRegional Managing Director                     Head...
Today’s PresentationQuick Overview:20 introductory presentation/introductionTask:40 tasks for each table – interactive tas...
Question #11.0 Does your company have a Social MediaProperty?1.1 Is this tied to your Social Media Strategy?1.2 Is this ti...
Digital and Social areshaping crm strategies
Traditional CRM Model Stimulate and               Identify & QualifyRetain Customers                 Prospects            ...
The Rise of the Social Consumer“When motivated or inspired, the social consumer can exact change through                  ...
Evolves into Social CRMSocial CRM is “…designed to engage the customer ina collaborative conversation in order to provide ...
The DifferenceInstead of marketing or pushing messages tocustomers, brands now talk with and collaborate withcustomers to ...
Social CRM requires ADifferent Approach                    LISTENING      CO-CREATION                CONVERSING           ...
Listening               LISTENING              Ongoing monitoring of                                     customer conversa...
Listening – Gatorade
Conversing                                       Participating in and               LISTENING                             ...
Conversing – beinggirl.com
Evangelise                                      Find and nurture your              LISTENING                              ...
EvangeliseM&Ms mbassador   Best Buy Twelpforce
Co-creation                                   Encouraging and enabling                                   customers to coll...
Co-Creation
Social CRM is not a new “thing” thatreplaces CRM, it’s simply an evolution    of what CRM has always been.
Redefining the “Customer”‣   CRM is about no longer just about just    “Customers”, “consumer’ or “leads” (or potentials)‣ ...
Redefining Customers         Content       Aggregators                               Content                               ...
Traditional Sales Funnel                       23
Funnels - CRM and SM    Target	  UniverseUnderstand	  &	  Quan7fy        Wall	  PostsIden7fy	  Opportuni7es              L...
The Pre-Campaign State of PlayA predominately older “Uncle” customer baseOut-of-date (e.g. non-usable) user databaseMinima...
The pinnacle of collaborative effort,conquering Everest, the world’s highest peak.    This grand prize delivers on the sca...
The Brand Campaign Support Creative                 60 & 30 FILM       OUTDOOR         PRINT
Website Landing Page
Website Team Registration
Website Team Profile & Progress
Facebook Page Mirror Application
On Trade Bar Mats
Traditional On Trade Bar Mats
Off Trade Gondola End
Off Trade Promotional Staff
Internal Branding Lift Decal
Internal Branding Stair Decal
Internal Branding Reception Decal
Rise Together                                   CRM:               Personal UserStage 3                  Purchase and Cons...
Forecasting Opportunity                       Nov 2011            Dec 2011        Jan 2011   Feb 2011           Mar 2011  ...
Who drinks                   Question 2                CustomersGuinness?    Whodrinks beer,                Prospects  but...
The Task Break into three groups1. Review the questions (:15)2. Devise social media tactics and initiatives which   will d...
Not Applicables                         Information                             ContentAdvocates   Detractors             ...
Prospects                         Information                             ContentAdvocates   Detractors                 Co...
Customers                         Information                             ContentAdvocates   Detractors                 Co...
Q&A
ThanksRichard Fraser               Douglas Lin                Paul BissonRegional Managing Director   Head of Digital Stra...
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | iStrategy Singapore 2010
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | iStrategy Singapore 2010
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | iStrategy Singapore 2010
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | iStrategy Singapore 2010
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | iStrategy Singapore 2010
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | iStrategy Singapore 2010
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | iStrategy Singapore 2010
Upcoming SlideShare
Loading in...5
×

Developing the Guinness Online Community | Richard Fraser, Proximity Asia | iStrategy Singapore 2010

1,538

Published on

Developing the Guinness Online Community. From Social Media to CRM.

Presented by Richard Fraser, Regional MD for Proximity Asia during iStrategy Singapore 2010.

Published in: Business
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,538
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
65
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

Developing the Guinness Online Community | Richard Fraser, Proximity Asia | iStrategy Singapore 2010

  1. 1. 1
  2. 2. ‘Rise Together’Developing the Guinness Online Community from Social Media to CRM BBDO/Proximity 1 December 2010
  3. 3. IntroductionsRichard Fraser Douglas LinRegional Managing Director Head of Digital StrategyProximity Asia Proximity Singapore@mcfrizz @dlin Paul Bisson Marketing manager of Guinness & Dark Beer Asia Pacific Breweries (APB) 3
  4. 4. Today’s PresentationQuick Overview:20 introductory presentation/introductionTask:40 tasks for each table – interactive tasks, discussions or gamesDiscussion:15 wrap up/Q&A
  5. 5. Question #11.0 Does your company have a Social MediaProperty?1.1 Is this tied to your Social Media Strategy?1.2 Is this tied to your CRM Strategy? 5
  6. 6. Digital and Social areshaping crm strategies
  7. 7. Traditional CRM Model Stimulate and Identify & QualifyRetain Customers Prospects CRMActivate and Onboard Acquire and Convert Customers to Customers
  8. 8. The Rise of the Social Consumer“When motivated or inspired, the social consumer can exact change through the unification of conversation”
  9. 9. Evolves into Social CRMSocial CRM is “…designed to engage the customer ina collaborative conversation in order to provide amutually beneficial value in a trusted and transparentbusiness environment. Itʼs the company response tothe customerʼs owning of the relationship.” Paul Greenberg, and author and leading authority on SCRM
  10. 10. The DifferenceInstead of marketing or pushing messages tocustomers, brands now talk with and collaborate withcustomers to solve business problems, empowercustomers to shape their own experiences and build thecustomer relationship
  11. 11. Social CRM requires ADifferent Approach LISTENING CO-CREATION CONVERSING OBJECTIVES EVANGELISE
  12. 12. Listening LISTENING Ongoing monitoring of customer conversations about your Brand CO-CREATION OBJECTIVES CONVERSING EVANGELISE
  13. 13. Listening – Gatorade
  14. 14. Conversing Participating in and LISTENING stimulating real time, two way conversations – no longer only outbound communications CO-CREATION OBJECTIVES CONVERSING EVANGELISE
  15. 15. Conversing – beinggirl.com
  16. 16. Evangelise Find and nurture your LISTENING revolutionaries. Harness brand advocates to evangelise, help sell, and connect the Brand with othersCO-CREATION OBJECTIVES CONVERSING EVANGELISE
  17. 17. EvangeliseM&Ms mbassador Best Buy Twelpforce
  18. 18. Co-creation Encouraging and enabling customers to collaborate LISTENING and co-create, generating ideas and helping contribute to creating and improving products and servicesCO-CREATION OBJECTIVES CONVERSING EVANGELISE
  19. 19. Co-Creation
  20. 20. Social CRM is not a new “thing” thatreplaces CRM, it’s simply an evolution of what CRM has always been.
  21. 21. Redefining the “Customer”‣ CRM is about no longer just about just “Customers”, “consumer’ or “leads” (or potentials)‣ Social Media requires a much broader range of potential user types who may or may not end up being your end consumers
  22. 22. Redefining Customers Content Aggregators Content Aggregators Detractors The “Not Applicable’s” Prospects Consumers Purchaser Ex-Customers ComparersAdvocates Detractors Information Advocates Gatherers Shift from “Consumer” to “User”
  23. 23. Traditional Sales Funnel 23
  24. 24. Funnels - CRM and SM Target  UniverseUnderstand  &  Quan7fy Wall  PostsIden7fy  Opportuni7es Likes Sales  Process Comments/Crea7on Point  of  Purchase Crea7ng  Connec7on First  Purchase Addi7onal  Purchase Advocacy Word  of  Mouth 24
  25. 25. The Pre-Campaign State of PlayA predominately older “Uncle” customer baseOut-of-date (e.g. non-usable) user databaseMinimal (e.g. “internal”) Social Media presenceFacebook page with less than 100 usersA global www siteLimited localization
  26. 26. The pinnacle of collaborative effort,conquering Everest, the world’s highest peak. This grand prize delivers on the scale and the aspirational appeal that only Guinness could, and only Guinness would.
  27. 27. The Brand Campaign Support Creative 60 & 30 FILM OUTDOOR PRINT
  28. 28. Website Landing Page
  29. 29. Website Team Registration
  30. 30. Website Team Profile & Progress
  31. 31. Facebook Page Mirror Application
  32. 32. On Trade Bar Mats
  33. 33. Traditional On Trade Bar Mats
  34. 34. Off Trade Gondola End
  35. 35. Off Trade Promotional Staff
  36. 36. Internal Branding Lift Decal
  37. 37. Internal Branding Stair Decal
  38. 38. Internal Branding Reception Decal
  39. 39. Rise Together CRM: Personal UserStage 3 Purchase and Consumption Advocacy or Depth behavior Creating Connection:Stage 2 Personal Data includingThe start of CRMoutside of FB platform contact information Brand Relationship with Users Creating Interest:Stage 1 "Fans", Likes, etc Broad General Information or Breadth
  40. 40. Forecasting Opportunity Nov 2011 Dec 2011 Jan 2011 Feb 2011 Mar 2011 Apr 2011Campaign Activity Holiday Promo CNY St Patricks Day Extend promotional Apr 2011 Digital Extension activities into SM space Dec 2011 Feb 2011 Mar 2011 (content, events, etc) Look to create “micro”,Digital Opportunity Nov 2011 Jan 2011 non-campaign specific activities to continue to build Stage 1 1 1 1 2 2 3 Stage Focus
  41. 41. Who drinks Question 2 CustomersGuinness? Whodrinks beer, Prospects but notGuinness?Who doesn’t Notdrink at all? Applicable
  42. 42. The Task Break into three groups1. Review the questions (:15)2. Devise social media tactics and initiatives which will deliver on your answers (:15)3. Extend them into Social CRM based activities to start connecting with users, empowering and creating advocacy via understanding behavior (:10) 49
  43. 43. Not Applicables Information ContentAdvocates Detractors Comparers Purchaser Aggregators Gatherers‣ How can Guinness if (at best) make you an advocate, or (at worse) not make you a detractor?‣ What is the value of Guinness having a relationship with you?‣ What kind of information would you be willing to share with a brand you do not have a relationship with as a consumer? 50
  44. 44. Prospects Information ContentAdvocates Detractors Comparers Purchaser Aggregators Gatherers‣ How can Guinness facilitate adding them to your consideration set?‣ What is the value to Guinness of having a relationship with you, even if you don’t end up drinking their brand?‣ How should they go about creating a meaningful value exchange? 51
  45. 45. Customers Information ContentAdvocates Detractors Comparers Purchaser Aggregators Gatherers‣ How should Guinness go about creating a meaningful value exchange?‣ How can Guinness make you a vocal advocate?‣ How can Guinness facilitate adding them to your consideration set? 52
  46. 46. Q&A
  47. 47. ThanksRichard Fraser Douglas Lin Paul BissonRegional Managing Director Head of Digital Strategy Marketing manager of Guinness &Proximity Asia Proximity Singapore Dark Beer Asia Pacific Breweries (APB)@mcfrizz @dlin
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×