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purechannelapps and Gravity Thinking present: Omnichannel Retail

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These are the slides from our recent webinar with Gravity Thinking, on the subject of Omnichannel Retail, social media and how brands can face the challenge of a consistent brand message across multiple platforms and succeed.

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purechannelapps and Gravity Thinking present: Omnichannel Retail

  1. 1. Omnichannel Retail: How brands can address key pain points in retailer social media marketing Hosted by Olivier Choron, CEO and Founder, purechannelapps™ With panellist Andrew Roberts, Managing Partner, Gravity Thinking Questions/ comments: #socialretail Commercial in Confidence – (c) purechannelapps Ltd. 2014 1
  2. 2. Introduction to panellists Olivier Choron, CEO and Founder, purechannelapps After senior roles with Gartner, 3Com and Nortel, Olivier set up, in 2011, purechannelapps, a B2B and marketing software company specialising in social media and e-communications. purechannelapps’ customers include Microsoft, Adobe, SAP, Xerox, McAfee, Kaspersky, Symantec, Oracle, Motorola and Mountain Hardwear/ Columbia Sports, amongst others. Andrew Roberts, Managing Partner, Gravity Thinking An experienced entrepreneurial marketing professional, Andrew has over 20 years experience in marketing, working for and with brands like Unilever, Diageo, Virgin and BAA. In 2007, with his business partner, Andrew set up Gravity Thinking, with the aim of being a new agency for a new age of digital, building brands through digital and social media for brands like Calloway, Specialized Bikes and Unibet. Commercial in Confidence – (c) purechannelapps Ltd. 2014
  3. 3. WHAT IS OMNICHANNEL? “Omni-channel…is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Simply put, omni-channel is multi-channel done right!” John Bowden, Senior VP Time Warner Cable
  4. 4. BRANDS ARE NO LONGER IN CONTROL
  5. 5. THE NEW FUNNEL
  6. 6. THE CONSUMER IS NOW IN CHARGE
  7. 7. CONSUMERS WANT KNOWLEDGE
  8. 8. BRANDS CAN CONTROL CONTENT
  9. 9. NEED TO ENSURE CONTENT IS BETTER, RICHER, ENGAGING, AND VARIED
  10. 10. BIGGEST CONTENT MARKETING CHALLENGE
  11. 11. SOCIAL MEDIA NEEDS TO BE CONSIDERED PROPERLY
  12. 12. IF CONTENT IS KING, DISTRIBUTION IS THE KINGMAKER
  13. 13. IF CONTENT IS FIRE, SOCIAL MEDIA IS GASOLINE
  14. 14. #1 TREAT EVERY POST WITH THE CARE AND ATTENTION OF A CAMPAIGN AD
  15. 15. #2 ELEVATE YOUR BEST CONTENT BEYOND YOUR FISH POND
  16. 16. #3 PREPARE TO ACT QUICKLY
  17. 17. #4 ALWAYS ADD VALUE
  18. 18. #5 MEASURE IT PROPERLY, LISTEN AND LEARN
  19. 19. #5 PRINCIPLES APPLIED #1 TREAT EVERY POST WITH THE CARE AND ATTENTION OF A CAMPAIGN AD #2 ELEVATE YOUR BEST CONTENT BEYOND CAMPAIGN YOUR AD FISH POND #3 PREPARE TO ACT QUICKLY #4 ALWAYS ADD VALUE #5 MEASURE IT PROPERLY, LISTEN AND LEARN
  20. 20. What if there was a tool that could help you use social to its best effect and overcome these barriers? Commercial in Confidence – (c) purechannelapps Ltd. 2014
  21. 21. Content Distribution Pain Points Brands struggle to involve employees and external advocates when communicating to customers/ prospects. Retailers have little time to syndicate content from the brands they carry. Commercial in Confidence – (c) purechannelapps Ltd. 2014 FMCG brands struggle to get their messages out.
  22. 22. Social Media Amplification: socialondemand® Commercial in Confidence – (c) purechannelapps Ltd. 2014 Multi-tier global content creation and approval workflow Extensive analytics Comprehensive filtering Leverages social APIs
  23. 23. Social Media Amplification: socialondemand® Brands inputs news items (and tag them) The posts are published automatically on the retailers’ social network(s), if they have selected this option. Commercial in Confidence – (c) purechannelapps Ltd. 2014
  24. 24. Social Media Amplification: socialondemand® Brand managers create posts They set the ‘territory’ the post is applicable to They set the post category and customer targets Commercial in Confidence – (c) purechannelapps Ltd. 2014
  25. 25. Social Media Amplification: socialondemand® Employees and retailers receive the news by email and login, to view/ edit/ schedule/ post the items The posts are published automatically on the partners’ social network(s), if they have selected this option. Commercial in Confidence – (c) purechannelapps Ltd. 2014
  26. 26. Social Media Amplification: socialondemand® Retailers/ sales staff receive an email with ONLY the content they are interested in. They click on ‘Edit/ Publish’. Commercial in Confidence – (c) purechannelapps Ltd. 2014
  27. 27. Social Media Amplification: socialondemand® Commercial in Confidence – (c) purechannelapps Ltd. 2014 Retailers login to their portal. They can view, edit and schedule all versions of the posts (Twitter, Facebook, LinkedIn, Xing). They can send to all selected social networks (one button to all networks).
  28. 28. Social Media Amplification: socialondemand® The news items are posted on the partners’ social network(s) The posts are published automatically on the partners’ social network(s), if they have selected this option. Commercial in Confidence – (c) purechannelapps Ltd. 2014
  29. 29. The posts appear as if posted by the partners. Commercial in Confidence – (c) purechannelapps Ltd. 2014
  30. 30. Social Media Amplification: socialondemand® Followers (buyers) read the posts, click on the links and call the retailers or visit their shops! The posts are published automatically on the partners’ social network(s), if they have selected this option. Commercial in Confidence – (c) purechannelapps Ltd. 2014
  31. 31. Social Media Amplification: socialondemand® Followers (buyers) click on the short url, and go to the original ‘content’. They can also complete a ‘contact form’ to get in touch with the retailers. Commercial in Confidence – (c) purechannelapps Ltd. 2014
  32. 32. Results and Benefits • Brand messages can reach much wider audiences, as they can leverage their retailers, employees and other brand advocates. • Content reaches those that count, the consumers, through those who can actually sell and influence, the retailers. • Easy for partners to become ‘socially active’ (3 clicks) • It empowers partners with compliant content (closer engagement with the brand and more socially active) • Enterprise-class platform (27 languages) enabling the distribution of social media content globally • Cost-effective solution, with an SEM-smashing cost per click of just $0.09/ $0.35 Commercial in Confidence – (c) purechannelapps Ltd. 2014 32
  33. 33. Case Study: Mountain Hardwear Mountain Hardwear approached us in September 2013 to help improve its retail partner social media activity. Mountain Hardwear experienced a number of challenges which led them to look at incorporating their retailer network within their social media programme: • Advent of online retailing/social media has affected how consumers are making purchase decisions. • Consumers are making purchase decisions based on awareness of brands. Mountain Hardwear saw a gap between their own social media activity, and how their retailers supported their brand. Commercial in Confidence – (c) purechannelapps Ltd. 2014 33
  34. 34. Mountain Hardwear Case Study: Approach and Solution Being a vibrant and dynamic organisation, Mountain Hardwear chose to partner with a company which reflected its own core brand values and ethics. Mountain Hardwear adopted socialondemand in September 2013, which allowed them to: •Syndicate rich social media content to their partners. •Target content and campaigns to specific groups of retailers locally, regionally or globally to reach the right consumer audience. •Build a consistent presence both on their own profiles, but also on the social media profiles of their partners, athletes and other advocates. Commercial in Confidence – (c) purechannelapps Ltd. 2014 34
  35. 35. Mountain Hardwear Case Study: Results Commercial in Confidence – (c) purechannelapps Ltd. 2014 35
  36. 36. Thank you. Olivier Choron CEO and Founder, purechannelapps olivierc@purechannelapps.com +44 (0)7876 472 461 / @purechannelapps Andrew Roberts Managing Partner, Gravity Thinking andrew@gravitythinking.com +44 203 141 7703 / @GravityThinking Questions/ comments: #socialretail Commercial in Confidence – (c) purechannelapps Ltd. 2014 36

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