Smirnoff’s Community StrategyRedefining the valueof fansOscar MartinezGlobal DirectorConsumer PlanningSmirnoff, DIAGEOPhot...
1 Smirnoff‟s marketing vision2 KPIs & project design3 Results4 Making it happen… with a little bit of magic
1.The act ofengaging orthe state ofbeingengaged.2.Betrothal.3.Somethingthat serves toengage; apledge.4.A promise oragreeme...
1.The act ofengaging orthe state ofbeingengaged.2.Betrothal.3.Somethingthat serves toengage; apledge.4.A promise oragreeme...
Market this
But do youThis?= a sign of active engagement ?
Reclaimingthe streets:Brazil
Theopportunity:Sparka GlobalMovement
The challenge:AlwaysOn Relevant
KPIs &project design2
Does moving toNew York make you aNew Yorker?
Does liking a brand onFacebook make you abrand fan?
10MM8.2MM>
Need to find ways toincrease the value of fans.10MM ?=
Brand Activation $$E.g.: Smirnoff posts contenton its Facebook page“I canrelate to that!”BrandIdentificationFollowersFans
“I liked it but I’ll keep it to myself”Marketing THROUGH fans“This is something I want to share with my peers”Marketing TO...
“Tell us something we don‟t know.Do something we haven‟t done.”[3K // LDA – 35 // o o o ]ListeningMapping Collaborating1. ...
Results3
1. On Smirnoff‟s Facebook page:Real fans > „non real‟ fansBrand ambassadorsInvolved consumersPotential ambassadorsUninvolv...
1. From only quantity to quality:From Like to awesome.
2. Themes like „cocktail recipes‟lead to more brand excitement.Impact… outcome of a conversation between consumers about t...
2. Add a hero factor to currentthemes.=
So how do we becomemore than a brand with10 MM fans?
Making it happen…with a little bit of magic.4
Collaboration“We need to speak the samelanguage.”
1. From only quantity to quality:from like to awesome.2. Add a hero factor to currentthemes.3. From being a brand to being...
From just quantityto qualityHero factorBrand becomesfriend
Redefining the value of fans
Redefining the value of fans
Redefining the value of fans
Redefining the value of fans
Redefining the value of fans
Redefining the value of fans
Redefining the value of fans
Redefining the value of fans
Redefining the value of fans
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Redefining the value of fans

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Redefining the value of fans: Smirnoff's Community Strategy, presented by Giulia Gasperi (InSites Consulting) and Oscar Martinez (DIAGEO) at the ARF Measurement Congress in New York (US) on Tuesday June 11, 2013.

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Redefining the value of fans

  1. 1. Smirnoff’s Community StrategyRedefining the valueof fansOscar MartinezGlobal DirectorConsumer PlanningSmirnoff, DIAGEOPhoto*1-pt black bordershadowGiulia GasperiResearch ManagerInSites ConsultingPhoto*1-pt black bordershadow
  2. 2. 1 Smirnoff‟s marketing vision2 KPIs & project design3 Results4 Making it happen… with a little bit of magic
  3. 3. 1.The act ofengaging orthe state ofbeingengaged.2.Betrothal.3.Somethingthat serves toengage; apledge.4.A promise oragreement tobe at aparticularplace at aparticulartime.MostBrands
  4. 4. 1.The act ofengaging orthe state ofbeingengaged.2.Betrothal.3.Somethingthat serves toengage; apledge.4.A promise oragreementto be at aparticularplace at aparticulartime.FewBrands
  5. 5. Market this
  6. 6. But do youThis?= a sign of active engagement ?
  7. 7. Reclaimingthe streets:Brazil
  8. 8. Theopportunity:Sparka GlobalMovement
  9. 9. The challenge:AlwaysOn Relevant
  10. 10. KPIs &project design2
  11. 11. Does moving toNew York make you aNew Yorker?
  12. 12. Does liking a brand onFacebook make you abrand fan?
  13. 13. 10MM8.2MM>
  14. 14. Need to find ways toincrease the value of fans.10MM ?=
  15. 15. Brand Activation $$E.g.: Smirnoff posts contenton its Facebook page“I canrelate to that!”BrandIdentificationFollowersFans
  16. 16. “I liked it but I’ll keep it to myself”Marketing THROUGH fans“This is something I want to share with my peers”Marketing TO fansConventional marketingAdvocacyFans are notadvocates.
  17. 17. “Tell us something we don‟t know.Do something we haven‟t done.”[3K // LDA – 35 // o o o ]ListeningMapping Collaborating1. 2. 3.
  18. 18. Results3
  19. 19. 1. On Smirnoff‟s Facebook page:Real fans > „non real‟ fansBrand ambassadorsInvolved consumersPotential ambassadorsUninvolved consumers+++--- IdentificationHighLowBrand&CategoryAdvocacyAvgAvgN = 1136N = 276N = 269“I liked it but I’llkeep it to myself”“This is something I wantto share with my peers”“I might have liked somethingonce but that doesn’t makeme a fan”
  20. 20. 1. From only quantity to quality:From Like to awesome.
  21. 21. 2. Themes like „cocktail recipes‟lead to more brand excitement.Impact… outcome of a conversation between consumers about this topicThemes… topics discussed in conversationsbetween consumers (LDA-35)AwarenessAppealBrand IdentificationExcitementBrand AdvocacyConsumptionCocktail recipesTheme 1Theme 2Theme 3
  22. 22. 2. Add a hero factor to currentthemes.=
  23. 23. So how do we becomemore than a brand with10 MM fans?
  24. 24. Making it happen…with a little bit of magic.4
  25. 25. Collaboration“We need to speak the samelanguage.”
  26. 26. 1. From only quantity to quality:from like to awesome.2. Add a hero factor to currentthemes.3. From being a brand to being afriend.
  27. 27. From just quantityto qualityHero factorBrand becomesfriend

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