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Sms cluj 2010, the king's journey, grant mc kenzie, ursus


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Sms cluj 2010, the king's journey, grant mc kenzie, ursus

  1. 1. Cluj Social Media Summit December 2010
  2. 2. My name is Grant McKenzie and I serve the KING of beer in ROMANIA
  3. 3. Archetypes Creator Explorer Innocent Jester Lover Ruler Magician Regular Guy Outlaw Sage Hero/warrior Caregiver All great stories tend to revolve around classic archetypes
  4. 4. The Ruler archetype <ul><li>The Ruler knows that the best thing to do to avoid chaos is to take control. </li></ul><ul><li>The Ruler acts with a natural sense of authority that makes it easy for others to follow him. </li></ul><ul><li>The Ruler’s relationships are stable. He takes responsibility for himself, his family, his surrounding, and society in general. </li></ul><ul><li>The Ruler represents success; he is able to chose and create his own lifestyle. He knows how to satisfy his needs, but he is always considerate of others . </li></ul><ul><li>The Ruler is ready to accept both his victories and his failures. He does not blame others. </li></ul><ul><li>The Ruler is the model of ideal behaviour in society and has a harmonious personality. </li></ul><ul><li>The Ruler is a realist and has illusions neither about himself nor possible danger. </li></ul><ul><li>The Ruler leads and inspires. </li></ul>
  5. 5. The KING’s journey started in Cluj in 1878. And it carried him through-out Romania
  6. 6. To be a true KING , he had to constantly demonstrate the qualities of a ruler: <ul><li>Care for his citizens (quality): </li></ul><ul><ul><li>first pasteurized beer </li></ul></ul><ul><ul><li>the most awarded beer brand in Romania – full malt recipe </li></ul></ul><ul><ul><li>innovative alcohol free process and best in class black beer recipe </li></ul></ul><ul><li>Be present with his citizens: </li></ul><ul><ul><li>first Romanian beer truly distributed nationally </li></ul></ul><ul><li>Keeping his appearance fresh: First Romanian beer… </li></ul><ul><ul><li>available in a can </li></ul></ul><ul><ul><li>in the green bottle </li></ul></ul><ul><ul><li>bottled in a 0,33l bottle </li></ul></ul><ul><ul><li>that used a twist off cap </li></ul></ul>
  7. 7. Most importantly to stay in touch with his people – to communicate and engage The ruler must inspire his people but must also be inspired by them
  8. 8. So our Digital journey will look at <ul><li>Setting a digital direction for a brand </li></ul><ul><li>Setting a strategy and plan for SM </li></ul><ul><li>What we’ve learned so far </li></ul>
  9. 9. In 2009 the KING was not engaging his public <ul><li>3 campaign-based microsite websites </li></ul><ul><li>1,000 total friends in 3 different Facebook pages </li></ul><ul><li>50 interactions per month </li></ul><ul><li>Between campaigns, total silence and zero content </li></ul><ul><li>No You Tube channel </li></ul><ul><li>No digital visual consistency </li></ul>
  10. 10. The Ruler knows that the best thing to do to avoid chaos is to take control.
  11. 11. So were we are in 2010? <ul><li>One brand hub website </li></ul><ul><li>Over 12,500 friends on Facebook </li></ul><ul><li>Over 2,000 average interactions monthly on Facebook </li></ul><ul><li>Continuous digital communication and content </li></ul><ul><li>Over 12 Hrs of brand generated video on the URSUS You Tube channel </li></ul><ul><li>Digital visual consistency </li></ul>
  12. 12. Facebook is the center of URSUS social media activation The biggest Facebook community for a beer brand in Romania
  13. 13. YouTube is used to drive awareness for the video content generated Over 19,000 views of the videos uploaded to the channel were made in the first three months
  14. 14. IT STARTED WITH A VISION <ul><ul><li>Become the most digitally engaging and enabled </li></ul></ul><ul><ul><li>brand in Romania </li></ul></ul>
  15. 15. And then, with our agency partners, we made a plan…
  16. 16. Describing the URSUS digital assets SEO SMS / MMS / Video / Advertising Special branding Mobile Marketing Social Media Marketing Email Marketing Newsletter inserts Contextual ads Social ads (Facebook) Content Online games SEO Widgets Special projects Display advertising Text ads Content platforms … . Traditional banners Bluetooth apps. Main Platform
  17. 17. And wrote an URSUS digital plan
  18. 18. And then we began… socialising ….
  19. 19. <ul><li>Facebook dedicated page was used to promote TIFF movies, post reports, that kept all the fans up to date with all that happened at the festival, host contest that awarded fans with invitations to the festival </li></ul><ul><li>Bloggers campaign was used to promote the Facebook activations </li></ul><ul><li>Special project done with website </li></ul>TIFF
  20. 20. <ul><li>First user generated content contest that used a digital loyalty point program done by a Romanian brand, made in partnership with GSP </li></ul><ul><li>5,000 participants who sent 4,600 strategy proposals and 2,500 pictures, showing their support for the national football team </li></ul><ul><li>The microsite was, during the one month period, the third visited page on the GSP website with a total of 3,200,000 pages viewed </li></ul>World Cup
  21. 21. <ul><li>First national promotion campaign based on digital communication </li></ul><ul><li>Over 8,000 active fans of the </li></ul><ul><li>national football team performed </li></ul><ul><li>over 320,000 individual actions </li></ul><ul><li>URSUS Facebook page was in the middle of the football campaign and fans posted their support for the national team </li></ul>Football campaign
  22. 22. <ul><li>Music contest exclusively in Cluj </li></ul><ul><li>The invitations for the URSUS Cluj Fest event after party were distributed only to the fans of the Ursus Facebook page. </li></ul><ul><li>Contest done in partnership with the biggest Cluj related Facebook pages </li></ul><ul><li>A Facebook quiz was done so the fans could find out from which band they could be part of </li></ul><ul><li>The entire event was broken down in individual melodies and uploaded on the URSUS YouTube channel </li></ul>URSUS Cluj Fest
  23. 23. The Ruler is ready to accept both his victories and his failures . He does not blame others. So what’s to learn – what’s the advice?
  24. 24. So if you don’t know where you are going any route will do!? <ul><li>Set a plan for the year </li></ul><ul><ul><li>Agree relevant platforms </li></ul></ul><ul><ul><li>Set KPIs and targets by platform </li></ul></ul><ul><li>Recruit the right people to help you </li></ul><ul><ul><li>Evaluate work with 3 rd party </li></ul></ul><ul><ul><li>Hire people you don’t understand </li></ul></ul><ul><li>Put your money and resources where your mouth is </li></ul><ul><ul><li>Show trust and give 1 yr contract to agency partners </li></ul></ul><ul><ul><li>Invest in bespoke training for the team </li></ul></ul><ul><li>Stop talking and get on with it </li></ul><ul><ul><li>Monitor and evaluate </li></ul></ul>
  25. 25. Marketing principles remain the same <ul><li>Generate Interest & Awareness </li></ul><ul><ul><li>Site visitors </li></ul></ul><ul><ul><li>Traffic sources </li></ul></ul><ul><ul><li>Impressions, views and clicks </li></ul></ul><ul><li>Engagement on key messages </li></ul><ul><ul><li>Social media fans </li></ul></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><li>Time on sites </li></ul></ul><ul><ul><li>Page views </li></ul></ul><ul><ul><li>Site conversions </li></ul></ul><ul><ul><li>Social interactions </li></ul></ul><ul><ul><li>CRM sign ups </li></ul></ul><ul><li>Create Loyalty & Advocacy </li></ul><ul><ul><li>Returning visitors </li></ul></ul><ul><ul><li>Sharing & Inviting </li></ul></ul><ul><ul><li>Digital brand ambassadors </li></ul></ul>
  26. 26. The SM details <ul><li>Content rules </li></ul><ul><ul><li>Don’t stop developing and providing </li></ul></ul><ul><ul><li>Like the real world – consumers only hang out where people are interesting and stuff is happening </li></ul></ul><ul><li>You won’t only get positive feedback </li></ul><ul><ul><li>But the critics are gold ….they help you get better.. </li></ul></ul><ul><ul><li>… still it’s a good idea to have online reputation management in place and agreed with agency </li></ul></ul><ul><li>SM activations that send consumers to offline are more effective than vice-versa </li></ul>
  27. 27. <ul><li>Talk the language of Marketing </li></ul><ul><ul><li>Awareness, Engagement, Loyalty and Advocacy </li></ul></ul><ul><li>Act like a coach and trainer </li></ul><ul><ul><li>Show passion for their brand </li></ul></ul><ul><ul><li>Bring them a compelling vision of what digital can do </li></ul></ul><ul><ul><li>Don’t only bring the “techies” </li></ul></ul><ul><ul><li>Train them on analytics – don’t hide it </li></ul></ul><ul><li>Don’t sell yourself short </li></ul><ul><ul><li>Don’t sell campaigns if that’s what you don’t want </li></ul></ul><ul><ul><li>The value of advocacy carries a premium </li></ul></ul>Are clients in Romania the problem?
  28. 28. And Finally…. let’s continue the King’s journey together
  29. 29. The KING wants to hear from you -Cluj VIP program - <ul><li>Exclusive access to Cluj content </li></ul><ul><li>Involvement program </li></ul><ul><ul><li>Music event set up </li></ul></ul><ul><ul><li>Mini-brewery exclusive </li></ul></ul><ul><ul><li>TIFF </li></ul></ul><ul><ul><li>Thematic Pub Cluj </li></ul></ul>
  30. 30.
  31. 31. The quality of a leader is reflected in the standards they set for themselves