These are the slides from our recent webinar with Gravity Thinking, on the subject of Omnichannel Retail, social media and how brands can face the challenge of a consistent brand message across multiple platforms and succeed.

1. Omnichannel Retail: How brands can
address key pain points in retailer social
media marketing
Hosted by Olivier Choron, CEO and Founder, purechannelapps™
With panellist Andrew Roberts, Managing Partner, Gravity Thinking
Questions/ comments: #socialretail
Commercial in Confidence – (c) purechannelapps Ltd. 2014 1

2. Introduction to panellists
Olivier Choron, CEO and
Founder, purechannelapps
After senior roles with Gartner, 3Com and Nortel,
Olivier set up, in 2011, purechannelapps, a B2B
and marketing software company specialising in
social media and e-communications.
purechannelapps’ customers include Microsoft,
Adobe, SAP, Xerox, McAfee, Kaspersky,
Symantec, Oracle, Motorola and Mountain
Hardwear/ Columbia Sports, amongst others.
Andrew Roberts, Managing Partner,
Gravity Thinking
An experienced entrepreneurial marketing
professional, Andrew has over 20 years experience in
marketing, working for and with brands like Unilever,
Diageo, Virgin and BAA.
In 2007, with his business partner, Andrew set up
Gravity Thinking, with the aim of being a new agency
for a new age of digital, building brands through
digital and social media for brands like Calloway,
Specialized Bikes and Unibet.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

3. WHAT IS OMNICHANNEL?
“Omni-channel…is viewing the
experience through the eyes of your
customer, orchestrating the customer
experience across all channels so that it
is seamless, integrated, and consistent.
Simply put, omni-channel is multi-channel
done right!”
John Bowden, Senior VP Time Warner Cable

4. BRANDS ARE NO LONGER IN CONTROL

5. THE NEW FUNNEL

6. THE CONSUMER IS NOW IN CHARGE

7. CONSUMERS WANT KNOWLEDGE

8. BRANDS CAN CONTROL CONTENT

9. NEED TO ENSURE CONTENT IS BETTER,
RICHER, ENGAGING, AND VARIED

10. BIGGEST CONTENT MARKETING CHALLENGE

11. SOCIAL MEDIA NEEDS TO BE CONSIDERED PROPERLY

12. IF CONTENT IS KING, DISTRIBUTION IS THE KINGMAKER

13. IF CONTENT IS FIRE, SOCIAL MEDIA IS GASOLINE

14. #1 TREAT EVERY POST WITH THE CARE AND ATTENTION
OF A CAMPAIGN AD

15. #2 ELEVATE YOUR BEST CONTENT
BEYOND YOUR FISH POND

16. #3 PREPARE TO ACT QUICKLY

17. #4 ALWAYS ADD VALUE

18. #5 MEASURE IT PROPERLY, LISTEN AND LEARN

19. #5 PRINCIPLES APPLIED
#1 TREAT EVERY
POST WITH THE CARE
AND ATTENTION OF A
CAMPAIGN AD
#2 ELEVATE YOUR
BEST CONTENT
BEYOND CAMPAIGN YOUR AD
FISH
POND
#3 PREPARE TO ACT
QUICKLY
#4 ALWAYS ADD
VALUE
#5 MEASURE IT
PROPERLY, LISTEN
AND LEARN

20. What if there was a tool that could help
you use social to its best effect and
overcome these barriers?
Commercial in Confidence – (c) purechannelapps Ltd. 2014

21. Content Distribution Pain Points
Brands struggle to
involve employees and
external advocates when
communicating to
customers/ prospects.
Retailers have little time to
syndicate content from the
brands they carry.
Commercial in Confidence – (c) purechannelapps Ltd. 2014
FMCG brands
struggle to get their
messages out.

22. Social Media Amplification: socialondemand®
Commercial in Confidence – (c) purechannelapps Ltd. 2014
Multi-tier global
content creation and
approval workflow
Extensive analytics
Comprehensive
filtering
Leverages social
APIs

23. Social Media Amplification: socialondemand®
Brands inputs news items (and tag them)
The posts are published automatically on the retailers’
social network(s), if they have selected this option.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

24. Social Media Amplification: socialondemand®
Brand managers create
posts
They set the ‘territory’ the
post is applicable to
They set the post category
and customer targets
Commercial in Confidence – (c) purechannelapps Ltd. 2014

25. Social Media Amplification: socialondemand®
Employees and retailers receive the news
by email and login, to view/ edit/ schedule/ post the items
The posts are published automatically on the partners’
social network(s), if they have selected this option.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

26. Social Media Amplification: socialondemand®
Retailers/ sales
staff receive an
email with ONLY
the content they are
interested in.
They click on ‘Edit/
Publish’.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

27. Social Media Amplification: socialondemand®
Commercial in Confidence – (c) purechannelapps Ltd. 2014
Retailers login to their portal.
They can view, edit and schedule all
versions of the posts (Twitter,
Facebook, LinkedIn, Xing).
They can send to all selected social
networks (one button to all networks).

28. Social Media Amplification: socialondemand®
The news items are posted on the partners’ social network(s)
The posts are published automatically on the partners’
social network(s), if they have selected this option.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

29. The posts appear as if
posted by the partners.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

30. Social Media Amplification: socialondemand®
Followers (buyers) read the posts, click on the
links and call the retailers or visit their shops!
The posts are published automatically on the partners’
social network(s), if they have selected this option.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

31. Social Media Amplification: socialondemand®
Followers (buyers) click on
the short url, and go to the
original ‘content’.
They can also complete a
‘contact form’ to get in
touch with the retailers.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

32. Results and Benefits
• Brand messages can reach much wider audiences, as they can
leverage their retailers, employees and other brand advocates.
• Content reaches those that count, the consumers, through those
who can actually sell and influence, the retailers.
• Easy for partners to become ‘socially active’ (3 clicks)
• It empowers partners with compliant content (closer engagement
with the brand and more socially active)
• Enterprise-class platform (27 languages) enabling the distribution of
social media content globally
• Cost-effective solution, with an SEM-smashing cost per click of just
$0.09/ $0.35
Commercial in Confidence – (c) purechannelapps Ltd. 2014 32

33. Case Study: Mountain Hardwear
Mountain Hardwear approached us in September 2013 to
help improve its retail partner social media activity.
Mountain Hardwear experienced a number of challenges
which led them to look at incorporating their retailer network
within their social media programme:
• Advent of online retailing/social media has affected how
consumers are making purchase decisions.
• Consumers are making purchase decisions based on
awareness of brands.
Mountain Hardwear saw a gap between their own social
media activity, and how their retailers supported their brand.
Commercial in Confidence – (c) purechannelapps Ltd. 2014 33

34. Mountain Hardwear Case Study: Approach and Solution
Being a vibrant and dynamic organisation, Mountain
Hardwear chose to partner with a company which
reflected its own core brand values and ethics.
Mountain Hardwear adopted socialondemand in
September 2013, which allowed them to:
•Syndicate rich social media content to their partners.
•Target content and campaigns to specific groups of
retailers locally, regionally or globally to reach the right
consumer audience.
•Build a consistent presence both on their own profiles,
but also on the social media profiles of their partners,
athletes and other advocates.
Commercial in Confidence – (c) purechannelapps Ltd. 2014 34

35. Mountain Hardwear Case Study: Results
Commercial in Confidence – (c) purechannelapps Ltd. 2014 35

36. Thank you.
Olivier Choron
CEO and Founder, purechannelapps
olivierc@purechannelapps.com
+44 (0)7876 472 461 / @purechannelapps
Andrew Roberts
Managing Partner, Gravity Thinking
andrew@gravitythinking.com
+44 203 141 7703 / @GravityThinking
Questions/ comments: #socialretail
Commercial in Confidence – (c) purechannelapps Ltd. 2014 36