Why engage in Social Media? The Hercules Trophy case study


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Hercules Trophy is a Teambuilding 2.0 concept, through the connection of the online and offline Hercules vibes of the fans.Why is Social Media so important in our overall Marketing and Sales Strategy?
Social Media helps Hercules Trophy to support the internationalisation of the brand and to enlarge the community of worldwide fans. Through online Word of Mouth we can actually Flip The Funnel.

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Why engage in Social Media? The Hercules Trophy case study

  1. 1. Why engage in social media? #htrophy
  2. 2. Hercules TrophyA super charged inter-company sportingteam day, which builds camaraderie, embracesnetworking and promotes company loyalty…
  3. 3. Hercules Trophy unites corporate teams with: Beautiful venues everywhere in the world An ideal mix of 12 different challenges Planning, safety and fun Quality catering all day long A fabulous crew that is fan of the concept Solid sponsors supporting the experience Mascot Herculix who inspires fans to make the world a better place Captains briefing, Opening ceremony, Dinnerparty with Awards The online community driving the event
  4. 4. Active in starting in actively planning to go to
  5. 5. Teambuilding 2.0 New dimension to teambuilding and networking Hercules vibes during event last much longer, because of online community loyal Hercules fans. Fans share experiences on Facebook/Twitter/Flickr/YouTube Connection of off- and online vibes makes Hercules Trophy a genuine 2.0 concept Hercules Trophy 2010 | February 7, 2011 | slide 4
  6. 6. Internet: from information to social platform Contemporary consumer… Is a postmodern nomad Uses his impact Shows emotions Is part-time marketer Whuffie = social capital Hercules Trophy 2010 | February 7, 2011 | slide 5
  7. 7. Marketing 3.0 Product Marketing Solution Experience Marketing 1.0 Marketing Marketing Marketing 2.0 Marketing 3.0Purpose Sell products Customer satisfaction Change the worldHow we look at the Tons of buyers with Smart consumers with Complete human beingsmarket material needs heart and headImportant Product development Differentiation ValuesGuidelines Product specification Positioning of company Company vision, and product mission, valuesValue proposition Functional Functional and Functional, emotional emotional and spiritualInteraction with One 2 many One 2 one Many 2 ManyconsumersP. Kotler: from product, over solution to experience marketing Hercules Trophy Confidential 2011 | February 7, 2011 | slide 6
  8. 8. Turning customers intoadvocates spreading the word 60 companies telling their friends 300 new contacts with higher hitratio Hercules Trophy Confidential 2011 | February 7, 2011 | slide 7
  9. 9. Why we value social media SEO Reach: your customers are there. So are your competitors Positive/negative online word of mouth Flexibility/Efficiency: You can easily adapt in changing environment Cost: free! Cf. @karikorkiakoski: "Marketing in the future is like sex. Only the losers will have to pay for it“ Main goal is to support the internationalization of our brand and enlarge our community of worldwide fans Hercules Trophy 2010 | February 7, 2011 | slide 10
  10. 10. Welcome to Nordstrom“We’re glad to have you with our Company. Our number one goal is to provide outstanding customer service. Set both your personal and professional goals high. We have great confidence in your ability to achieve them.Nordstrom Rules: Rule #1: Use best judgment in all situations. There will be no additional rules.Please feel free to ask your department manager, store manager, or division general manager any question at any time.” Hercules Trophy 2010 | February 7, 2011 | slide 11
  11. 11. Impact on communication Think glocal 24/7 vigilance Scale/react fast Let it go and allow co-creation Lever effect by fans/ambassadors Drives internal culture Decrease of e-mails Trial & error Hercules Trophy 2010 | February 7, 2011 | slide 12
  12. 12. So….jump and join the conversation! Become industry expert Contests, targeted actions,… are (very) helpful Observe consumers first. Then facilitate. When confident: participate Myth 1: “people only talk about popular brands”* Myth 2: “conversations are mostly negative”* Hang on! *InSites Consulting Hercules Trophy 2010 | February 7, 2011 | slide 13
  13. 13. However… bear in mind that Authenticity is key Content is king Priority: first position your brand Commercial messages (?) CONVERSATION is in 2 ways No political/religious statements allowed Part of integrated MarCom strategy, offline is NOT dead! Hercules Trophy 2010 | February 7, 2011 | slide 14
  14. 14. Embrace the chaos(even though it’s frightening)* No clear-cut answers in social media Things are changing rapidly Build flexibility into your campaigns Tap into opportunities * Tara Hunt Hercules Trophy 2010 | February 7, 2011 | slide 15