The Digital Transformation of a traditional company

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Presentation for 5th Strategic Marketing and branding forum. Thought Global Leader.
The digital transformation of a traditional business

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The Digital Transformation of a traditional company

  1. 1. 5th Strategic Marketing and Branding Forum! The Digital Transformation of a Traditional Business Luisella Giani! 29th October 2013! 1
  2. 2. Social Media Revolution 2
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  5. 5. Traditional Shopper Journey IN THE MARKET DEALERS RECOMMENDATION AWARENESS INTEREST EVALUATION BUY REFERRAL REPURCHASE ADVERTISEMENT FRIENDS, RELATIVES… 5
  6. 6. Online Shoppers Map New to the Net Reluctant Bargain Surgical Enthusiast Power shopper 6
  7. 7. Who is the Super-powered Consumer ? Consume information through Twitter !and Facebook! Learn about new products through !social media and networks! Wise towards promotions! ! Trust only relevant information! ! Appreciate conversations with the !brand rather one –way advertisement! ! Expects brands to be active in social !media! ! Expects brands to listen, engage and respond! 7
  8. 8. The Social Consumer Journey IN THE MARKET OUT OF THE MARKET RE ENGAGEMENT EVALUATION BUY DISCOVERY SOCIAL MEDIA MOBILE POS ACCESS SOCIALMEDIA UGC, BLOGS FORUMS GET SUPPORT USE DEALERS DEALERS ECOMMERCE POST BUY FEEDBACK SOCIAL MEDIA BLOGS, FORUMS SOCIAL MEDIA DEALERS CALL CENTER LEAVE Graph based on Forrester paper “How Does Social MediaContribute to Customer Experience? Let Us Count the Ways.” 8
  9. 9. Luisella Giani 9
  10. 10. The challenge INDUSTRY:! Tire business! TYPOLOGY:! Traditional company! ORGANIZATION:! Matrix organization, cross dept role! BRANDS:! Goodyear, Dunlop, Fulda, Sava! APPLIED TO:! Europe, Middle East, Africa, +30 languages, +45 countries, +140 websites! TIMING:! 18 months! 10
  11. 11. Portfolio target 11
  12. 12. Companies attitude towards Digital Digital intensity The Fashionistas 100 likes The Beginners 1 online catalog The Digerati 999k 100k 7k The Conservatives 100 email sent Transformation Management intensity 12
  13. 13. 2011 Audit: Websites, Analytics, Mobile ARCHITECTURE :! each brand has a different architecture. 18 months publishing time. Difficult to upload and maintain. No brand consistency.! TECHNOLOGY :! old technology not compatible with mobile. ! CONTENT :! not SEO optimized, not user friendly -too technical.! USABILITY :! not optimized! TRACKING :! Google Analytics and KPIs not in place. ! TRAFFIC :! hundreds of microsites for local campaigns, media investement not driving traffic.! BACK & TOOLS:! silos approach, tools not integrated or not used! MOBILE:! no mobile presence! 13
  14. 14. 2011 Audit Social Media: Fans dissemination avg. 2.273 fans per page 14 EMEA 27.286 fans spread over 12 fanpages = 2273 fans per page on average
  15. 15. 2011 Audit Social: inconsistent positioning the borderless internet… Goodyear France Theme: security #fans: 11.000 FAMILY Ranks first in Facebook search due to popularity… Goodyear USA Theme: Nascar, US Army & blimp #fans blimp: 12.000 Goodyear Thailand Theme: promotion #fans: 22.000 AGGRESSIVE COST PLAYER 15
  16. 16. Digital Strategy definition 1 Define key channels 2 Build harmonized architecture and brand consistency 3 Start tracking and build KPIs framework and scorecards 4 Traffic building strategy 16
  17. 17. Kick-start the Digital Engagement Transformative vision involve radical changes: Focus on behavior change not on tools! The goal: everyone understands the vision 17
  18. 18. Kick start the Digital Engagement 18
  19. 19. Digital Organization Evolution 2011 DECENTRALIZED 2012 2013 CENTRALIZED HUB AND SPOKE 19
  20. 20. Building the Digital Ecosystem DISCOVERY search engines DISCOVERY EVALUATION Social Media social media spontaneous access T R A F F I C DISCOVERY ATL/ BTL partners hips offline conversion POST BUY FEEDBACK + SUPPORT REQUESTS Brand Websites DISCOVERY Back end tools BUY EVALUATION 20
  21. 21. Key channels: Websites 2011 Target: ROPO, IN THE MARKET Focus on: CONVERSION and PRODUCT HOW: §  Full redesign and review of the purchase funnel §  Introduction EU labeling §  Common architecture: same wireframes and template for all brands, differentiation at CSS level: time to market for +145 sites 2 days/ brand , total 1 week (vs previous 18months) §  User centric approach content and usability §  Google Analytics and KPIs New sites live Jun 2012 21
  22. 22. Key channels: Mobile Mobile sites live Jun 2012 Target: ROPO, Mobile users Focus on: CONVERSION, ENGAGEMENT. Link OFFLINE to ONLINE HOW: §  Mobile site §  Product pages in responsive design §  QRCODE activation §  Tablets optimization §  Maintained through same CMS §  Common architecture for all brands §  Google Analytics and KPIs 22
  23. 23. Key channels: Social Media One Fan page yes, just one. 23
  24. 24. Facebook: One Page approach Facebook: One Page approach  180.000      170.000      160.000      150.000      140.000      130.000     Dunlop  Total    120.000      110.000      100.000      90.000      80.000     1st  January   1st  Febuary   1st  March   1st  April   1st  May   Introduction of Art Car Campaign Migration of Dunlop Facebook Pages Introduction of Community Management Introduction of Art Car Facebook Advertising 1st  June   1st  July     1th  August   Introduction of Iberia 125 Application and FB Advertising Fans growth Goodyear: Jan 94K to Oct 122K = +29.7%*Also includes country level campaigns Dunlop : Jan 101K to Oct 182K= + 80.1 24
  25. 25. Back-end tools: silos approach INTERNAL MERCHANDISING ONLINE TOOL CMS TRIDION MULTIMEDIA DAM LOCALIZATION MANAGEMENT TOOL TRANSLATION WORD SERVER BROCURES LOCALIZATION TOOL 25
  26. 26. Back-end tools: harmonized ecosystem MULTIMEDIA DAM TRANSLATIONS WORD SERVER CMS TRIDION 26
  27. 27. Traffic building strategy Online traffic dispersion Integrating local microsites into brand websites 27
  28. 28. Traffic building strategy +135,33 % increase in visits Cost saving: ! not buying and maintain a separate domain! ! Traffic: ! driving traffic to websites! ! Sell out campaign: ! Spain, Hungary, Czeck Republic, Slovakia! ! 28
  29. 29. Design the Drive 16 Countries 4 winners per country The awards Winner Design applied on to Ferrari 458 Award dinner 1000 Euro Pair of tickets to Le Mans 24H Behind the scenes tour at Le Mans test day Contest duration: March 18th to May 22nd (9 weeks) Wave 1: promote the contest through community management Wave 2: contest open to users with design softwares Wave 3: contest open to everbody with easy 3D drawing tool Wave 4: Post contest, drawing tool app availability as standalone 29
  30. 30. Design the Drive Total number of entries= +532% vs 2011 30
  31. 31. Design the Drive 31
  32. 32. La ruta de tus suenos Objectives: §  §  Fanbase building Brand building Prize: Timing Activation Reward a Dunlop Fan with an outstanding driving experience. 24th June – 15th July (+3weeks) §  §  §  Likegate Viral mechanism + FB Adv Website activation 32
  33. 33. La ruta de tus suenos + 30.000 fans in 3 weeks 33
  34. 34. Sava Mates on a Mission: concept Mates on a Mission §  Viral video production §  Social media engagement (Facebook, YouTube) §  Activation in 4 countries: Czech Republic, Germany, Romania, Slovenia Objective §  Set Sava brand equity B2B §  Positive association rather than prompted awareness B2C 34
  35. 35. Sava Mates on a Mission 35
  36. 36. Sava Mates on a Mission: activation “ CAMPAIGN ACTIVATION (VIRAL BOOSTS) periodic boosts of increased advertising “ CONTINUOUS ACTIVATION 36
  37. 37. Sava Mates on a Mission: content strategy Fans growth Sept-Dec 2012: 0 to 30k fans Jan-Oct 2013: 30k to 70K 1 3 2 37
  38. 38. Luisella Giani Head of Digital EMEA luisella_giani@goodyear.com luisella.giani@gmail.com @luisella! luisella.giani! linkedin.com/in/luisellagiani! 38

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