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ECE101: Engaging
Customer Experiences for
the Customer-activated
Enterprise
Francesco Fabbri, ICT Project Manager @ Amadori Group

© 2014 IBM Corporation
Agenda
Digital Strategy: Think & Work in a «distinct» way
Real case history
Metrics and Results

2
The Amadori Group in figures
Founded by brothers Amadori, Amadori Group is a leading European poultry
manufacturing company (chicken and turkey).
Turnover 2012:

1.250 M€

Market share:

32% in Italy

Employees :

7.000

Production plants : 16
Branches:
References:
3

23
over 1.700
Think in a “distinct” way
Digital is part of the marketing mix
Web presence
Online contests for UGC and Brand
awareness
Mobile Site
Newsletter/DEM
Social Media presence
Social Intelligence

Press
PR journalist
PR Blogger
Digital Press

4

Digital

Advertising

Marketing
Mix
Press / PR

“Physical
Activities”

TV and traditional Media
Press
Sponsorship
SEA
Social Media Adv
OnLine press

Events
Focus Group
Trade contests
eCoupon
Think in a “distinct” way
Digital is part of the marketing mix
Web Platform (WCM) for supporting:
- easy administration
- content update
- multichannel ( web, social, mobile )
Platform for analytics ( SPSS )

Creating dynamic and
personalized experiences
Increase Social Interaction

Content is always King
Keyword-rich Content
Viral Content
Usability
Technology
Digital

Synergy for
Marketing
success
Mix
Press / PR

Engagement
5

Advertising
Creativity

“Physical
Activities”

Consumer
Behavior

Analyzing user data to
generate insights
Responding rapidly thanks to
smart internal process
Sustaining competitive
advantage by deploying new
product faster
Work in a “distinct” way
Amadori Digital Strategy
- The initiative is led jointly by the Strategic Marketing and IT of the Amadori Group;
- Amadori has embarked on a transformation program oriented to the definition and
implementation of a new Digital Strategy;
- The Amadori Digital Strategy is a general rethinking about the opportunities for contact and
the development of dialogue and relationship with different target audiences

Strategic Marketing

Business Innovation
New products development
New forms of contact
New channels / business analisys

6

ICT and Organization

Communication

ICT Innovation

Corporate communications
Products communication
Events and PR

ICT innovation Push/Pull

CROSS FUNCTIONAL TEAM
Amadori Digital Strategy: target declination for Consumers
Find information
about
brand/products
BROWSE
Personalized
Content and
Interaction
INTERACT

Contest with
rewards
PLAY

Community and
Brand
engagement
JOIN

7

1

2

3

4
Amadori Digital Strategy: target declination for MKTG
Increase
Contacts
REACH

Entertaining
Consumers
ENGAGEMENT

Strengthen the
relationship
REPUTATION

Business
development
TRANSACTION

8
Amadori Digital Strategy: target declination for IT
YESTERDAY
Information

•
•
•
•

Agency turn-over management
Brochureware website
No content updates
Leads on Excel files

Social
Integration

Engagement

Awareness

9

•
•
•
•

TVLike experiences
Self-promotional content
Flash animation ( No mobile! )
No services

TODAY
•
•

as unique partner

TOMORROW
•
•

Store & Promo Locator
eCommerce platform?

•
•
•
•
•

Social CRM
Web Analytics
iLike, Commenting, Social Share
Facebook Connect
Social Media Analytics

•

Social Bridging

•
•
•
•
•

Crowdsourcing Contest
Mobile App
Newsletter / DEM
Survey
Integrated Mobile App

•

Blog

•
•
•
•

SEO
Digital ADV
Social Intelligence
eCoupon

•
•

Geo Marketing
Digital Signage
Agenda
Digital Strategy: Think & Work in a «distinct» way
Real case history
Metrics and Results

10
Personalized Web Content Management

UI allow visitors to customize content
depending on «What are their
interest» and «Who is the interested
user»

Power with

11

by
Digital Dynamic Catalogue

Different product data sheet for
consumer and professional
buyer
Integration with ERP for
detailed information

Power with

12

by
Integration with mobile
MOBILE SITE
DESKTOP SITE

1 Authoring Template – Many Presentation Template
13

Marketing update content once

APP MOBILE
Digital flyer and e-couponing

We promote weekly product’s
offers
Customers can register , print
e-coupons discounts and
redeeme them in a grocery
store !

Power with

14

by
Amadori Social Intelligence
Social Intelligence is the Business Intelligence
applied to Web and Social Content
• Reputation analysis
• Online brand awareness
• Brand positioning
• Alerting and Crisis
Management

• Identification customer needs
• Customer targeting
• Focused marketing campaign

BRAND
REPUTATION

CUSTOMER
INSIGHT

SOCIAL
INTELLIGENCE

CRM
• Customer satisfaction
• Customer loyalty
• Engagement

15

INNOVATION
• Identification of new trends
• Usefull information about
products development
Information flow

Buzz WH
Textual Data

Web
Unstructured
Data

Filtered
UnstructeredData

Web Listening

Import Clip

Text Analytics
Engine
Database
Structured Data
Framework & Dashboard
Power with

Smart Lights for Business
16

Data elaboration

by
Social Intelligence for reactive and proactive
approach

■ Show connections between relevant topics
■ Highlights strengths and weaknesses related to a topic
■ Identifies the most discussed topics during a certain time
frame
■ Shows the brand awareness and the sentiment of the
brand
Power with

by
17
Agenda
Digital Strategy: Think & Work in a «distinct» way
Real case history
Metrics and Results

18
Metrics: Can we measure business results?
-

Increased brand awareness

-

Increased sales

-

Better insight into customer
behavior and needs

-

Better targeted campaign

-

Less effort for creating new
sites and content update

19

Exceptional Web Experience Conference 2012 -
ECE101: Engaging Customer Experiences for
the Customer-activated Enterprise
Francesco Fabbri, ICT Project Manager @ Amadori Group
Access Connect Online to complete your session surveys using any:
– Web or mobile browser
– Connect Online kiosk onsite
20

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Engaging Customer Experiences for the Customer-activated Enterprise

  • 1. ECE101: Engaging Customer Experiences for the Customer-activated Enterprise Francesco Fabbri, ICT Project Manager @ Amadori Group © 2014 IBM Corporation
  • 2. Agenda Digital Strategy: Think & Work in a «distinct» way Real case history Metrics and Results 2
  • 3. The Amadori Group in figures Founded by brothers Amadori, Amadori Group is a leading European poultry manufacturing company (chicken and turkey). Turnover 2012: 1.250 M€ Market share: 32% in Italy Employees : 7.000 Production plants : 16 Branches: References: 3 23 over 1.700
  • 4. Think in a “distinct” way Digital is part of the marketing mix Web presence Online contests for UGC and Brand awareness Mobile Site Newsletter/DEM Social Media presence Social Intelligence Press PR journalist PR Blogger Digital Press 4 Digital Advertising Marketing Mix Press / PR “Physical Activities” TV and traditional Media Press Sponsorship SEA Social Media Adv OnLine press Events Focus Group Trade contests eCoupon
  • 5. Think in a “distinct” way Digital is part of the marketing mix Web Platform (WCM) for supporting: - easy administration - content update - multichannel ( web, social, mobile ) Platform for analytics ( SPSS ) Creating dynamic and personalized experiences Increase Social Interaction Content is always King Keyword-rich Content Viral Content Usability Technology Digital Synergy for Marketing success Mix Press / PR Engagement 5 Advertising Creativity “Physical Activities” Consumer Behavior Analyzing user data to generate insights Responding rapidly thanks to smart internal process Sustaining competitive advantage by deploying new product faster
  • 6. Work in a “distinct” way Amadori Digital Strategy - The initiative is led jointly by the Strategic Marketing and IT of the Amadori Group; - Amadori has embarked on a transformation program oriented to the definition and implementation of a new Digital Strategy; - The Amadori Digital Strategy is a general rethinking about the opportunities for contact and the development of dialogue and relationship with different target audiences Strategic Marketing Business Innovation New products development New forms of contact New channels / business analisys 6 ICT and Organization Communication ICT Innovation Corporate communications Products communication Events and PR ICT innovation Push/Pull CROSS FUNCTIONAL TEAM
  • 7. Amadori Digital Strategy: target declination for Consumers Find information about brand/products BROWSE Personalized Content and Interaction INTERACT Contest with rewards PLAY Community and Brand engagement JOIN 7 1 2 3 4
  • 8. Amadori Digital Strategy: target declination for MKTG Increase Contacts REACH Entertaining Consumers ENGAGEMENT Strengthen the relationship REPUTATION Business development TRANSACTION 8
  • 9. Amadori Digital Strategy: target declination for IT YESTERDAY Information • • • • Agency turn-over management Brochureware website No content updates Leads on Excel files Social Integration Engagement Awareness 9 • • • • TVLike experiences Self-promotional content Flash animation ( No mobile! ) No services TODAY • • as unique partner TOMORROW • • Store & Promo Locator eCommerce platform? • • • • • Social CRM Web Analytics iLike, Commenting, Social Share Facebook Connect Social Media Analytics • Social Bridging • • • • • Crowdsourcing Contest Mobile App Newsletter / DEM Survey Integrated Mobile App • Blog • • • • SEO Digital ADV Social Intelligence eCoupon • • Geo Marketing Digital Signage
  • 10. Agenda Digital Strategy: Think & Work in a «distinct» way Real case history Metrics and Results 10
  • 11. Personalized Web Content Management UI allow visitors to customize content depending on «What are their interest» and «Who is the interested user» Power with 11 by
  • 12. Digital Dynamic Catalogue Different product data sheet for consumer and professional buyer Integration with ERP for detailed information Power with 12 by
  • 13. Integration with mobile MOBILE SITE DESKTOP SITE 1 Authoring Template – Many Presentation Template 13 Marketing update content once APP MOBILE
  • 14. Digital flyer and e-couponing We promote weekly product’s offers Customers can register , print e-coupons discounts and redeeme them in a grocery store ! Power with 14 by
  • 15. Amadori Social Intelligence Social Intelligence is the Business Intelligence applied to Web and Social Content • Reputation analysis • Online brand awareness • Brand positioning • Alerting and Crisis Management • Identification customer needs • Customer targeting • Focused marketing campaign BRAND REPUTATION CUSTOMER INSIGHT SOCIAL INTELLIGENCE CRM • Customer satisfaction • Customer loyalty • Engagement 15 INNOVATION • Identification of new trends • Usefull information about products development
  • 16. Information flow Buzz WH Textual Data Web Unstructured Data Filtered UnstructeredData Web Listening Import Clip Text Analytics Engine Database Structured Data Framework & Dashboard Power with Smart Lights for Business 16 Data elaboration by
  • 17. Social Intelligence for reactive and proactive approach ■ Show connections between relevant topics ■ Highlights strengths and weaknesses related to a topic ■ Identifies the most discussed topics during a certain time frame ■ Shows the brand awareness and the sentiment of the brand Power with by 17
  • 18. Agenda Digital Strategy: Think & Work in a «distinct» way Real case history Metrics and Results 18
  • 19. Metrics: Can we measure business results? - Increased brand awareness - Increased sales - Better insight into customer behavior and needs - Better targeted campaign - Less effort for creating new sites and content update 19 Exceptional Web Experience Conference 2012 -
  • 20. ECE101: Engaging Customer Experiences for the Customer-activated Enterprise Francesco Fabbri, ICT Project Manager @ Amadori Group Access Connect Online to complete your session surveys using any: – Web or mobile browser – Connect Online kiosk onsite 20