Charlie Hiscocks: Our Journey Towards Getting Digital

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  • Windier. Harder. Rockier
  • PILSEN CALLAO PERU. A country where we have a wonderful brand called Pilsen Callao , whose positioning is “true beer , true friendship “ , and whose creative idea is “friends reunited since 1884”. Their idea last year was to create a national event around “friends day” and digitally enabled media played a significant part in getting gthis up and running … take a look at this short video
  • CHICAS AGUILA GIRLS: Phase I- National brand campaign to select the Aguila Girls was created, using digital platforms to act as the mechanism for consumers to meet the candidates & then vote for their favourite candidate to be selected. Launch results: 300 000 visits in 1 month with 5min spent on site, 64 000 votes, 402 000 YouTube videos viewed, 102 000 followers, Latest results: More than 390 000 fans, 25% increase in Twitter followers (2518 followers) www.chicasaguila.com
  • GAMBRINUS CZECH REPUBLIC hub. Ample reason to return to site with engagement opportunities whilst there. Ecommerce, CRM sign-up and social media interaction very good. encouraged. Hyperlink: http://www.gambrinus.cz/
  • 111 077 Facebook fans to date. Hyperlinked: http://www.thecoolestjob.com/home.php
  • GROLSH ROMANIA: Can design crowdsourcing campaign
  • From digital marketing to marketing in a digitally-enabled world
  • Charlie Hiscocks: Our Journey Towards Getting Digital

    1. 1. Our journey towards ‘getting digital’ Charlie Hiscocks Group Director for Integrated Activation SABMiller plc 19.09.11
    2. 3. Footsie top 20, $28billion revenues, 70,000 employees, selling in 75+countries
    3. 5. The most local of the global brewers <ul><li>“ If SABMiller did everywhere , what SABMiller does brilliantly somewhere …. “ </li></ul><ul><li>Nick Fell </li></ul><ul><li>SABMiller group CMO </li></ul>
    4. 20. <ul><li>“ Marketing is that function of the organisation that can keep in constant touch with the organisations consumers, read their needs, develop “products” that meet their needs and build a programme of communications to express the organisations purposes ” </li></ul><ul><li>Kotler+ Levey 1969 </li></ul>
    5. 21. From “digital strategy ” To strategy for “winning in a digitally enabled world”
    6. 22. Winning in a digitally-enabled world
    7. 23. Winning in a digitally-enabled world Culture
    8. 24. Winning in a digitally-enabled world Culture Technical standards/platforms
    9. 25. Winning in a digitally-enabled world Culture Education Technical standards/platforms
    10. 26. Winning in a digitally-enabled world Culture Education Technical standards/platforms Recognition and sharing
    11. 29. Driver wanted

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