Jan Schoovaerts, Belgian Beer Cafe

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Jan Schoovaerts, Belgian Beer Cafe

  1. 1. Drupal Summit 28 September 2011
  2. 2. <ul><li>Jan Schoovaerts </li></ul><ul><li>Director Branded Outlets </li></ul><ul><li>AB InBev </li></ul><ul><li>Marketeer 15+ </li></ul><ul><li>International </li></ul><ul><li>ICT to FMCG </li></ul><ul><li>The means to an end </li></ul>Keeping the dream alive...
  3. 3. Belgian Beer Café is an AB InBev franchise concept that promotes the Belgian beer and café culture throughout the world
  4. 4. Engage with Consumers Engage with Investors Engage with Partners ? Challenge
  5. 5. Consumers Investors Partners Think (ratio) Learn about Belgian beer, culture ROI Gain knowledge to improve quality and service Feel (emotional) Welcome, authentic, convivial Unique formula, believe, excitement Supported, part of a family Do (call to action) Visit / Sample beers Contact to become a Partner Active participation in BBC community
  6. 6. Limited Resources Social Media integration Control content Boost traffic and interaction consumer website Invite business investors Dialogue through partner website how? Measure results
  7. 7. Creative solutions to combat limited resources also have pitfalls... Having a Trojan “ Rabbit ” is not enough. You need to get the execution right…
  8. 8. <ul><li>Engage </li></ul>Business objectives Do not become a prisoner of your (digital) agency Empowerment over your content Build editorial capability
  9. 9. But it needs to look good... ...Split content from presentation
  10. 10. No run-off-the-mill design Headline grabbing carroussel Flexible content blocks IP address location-based service Operations Manual for BBC staff
  11. 11. Social Media integration Polls Google Maps integration Door mat
  12. 12. Social Media integration
  13. 13. Audio file integration Content links Text placement templates
  14. 14. Extranet capability Account management Forums E-learning
  15. 15. Video integration E-learning integration (moodle)
  16. 16. Limited Resources Social Media integration Control content Boost traffic and interaction consumer website Invite business investors Dialogue through partner website Quid? Measure results +290% visitors Steady lead flow E-learning – Forums +217% ‘Likes’ Editorial+conversational team In-house Analytics reporting What’s new?
  17. 17. THANK YOU

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