The presentation outlined Guinness' strategy to develop an online community through social media and CRM. It discussed evolving from a traditional CRM model to a social CRM approach focused on listening, conversing, co-creation, and evangelism. The strategy involves using social media tactics like content and events to engage different user types from advocates to prospects to non-drinkers. It aims to start building brand relationships in Stage 1 and progress users through stages of the CRM funnel to become loyal customers and advocates. The task involved devising tactics for each user type and extending them into social CRM activities.
Optimize your Marketing efforts with Plenus.
- a new breed of consulting firm that offers business & marketing strategy consultancy + Marketing Investment management.
A Recipe for Success: 5 key ingredients for an integrated digital display mar...Michael Zarcone
The recipe for a successful digital marketing campaign is built around 5 key ingredients. Learn from PointRoll and Empower MediaMarketing how a leading retailer has crafted innovative, integrated digital campaigns using these 5 key ingredients to create more relevant and actionable consumer experiences.
1) Corporate Social Network Analytics
NOTE: both internal and external social networks (assuming there is an internal network - an example could be SharePoint)
(per week, per month, per quarter, per year)
- Total # of Posts
- Sentiment of Posts
- Pie Chart of Contributing Sites - SharePoint, Facebook, Twitter, LinkedIn
- Content trends (tag cloud)
- Total time spent
- Total number of pages viewed
- Top contributors (leader board)
2) Profile of someone on the leader board
(per week, per month, per quarter, per year)
- Total # of Posts
- Pie Chart of Contributing Sites - SharePoint, Facebook, Twitter, LinkedIn
- Content trends (tag cloud)
- Total time spent
- Total number of pages viewed
- Dollar amount of his connections (I have the algorithm for this)
Optimize your Marketing efforts with Plenus.
- a new breed of consulting firm that offers business & marketing strategy consultancy + Marketing Investment management.
A Recipe for Success: 5 key ingredients for an integrated digital display mar...Michael Zarcone
The recipe for a successful digital marketing campaign is built around 5 key ingredients. Learn from PointRoll and Empower MediaMarketing how a leading retailer has crafted innovative, integrated digital campaigns using these 5 key ingredients to create more relevant and actionable consumer experiences.
1) Corporate Social Network Analytics
NOTE: both internal and external social networks (assuming there is an internal network - an example could be SharePoint)
(per week, per month, per quarter, per year)
- Total # of Posts
- Sentiment of Posts
- Pie Chart of Contributing Sites - SharePoint, Facebook, Twitter, LinkedIn
- Content trends (tag cloud)
- Total time spent
- Total number of pages viewed
- Top contributors (leader board)
2) Profile of someone on the leader board
(per week, per month, per quarter, per year)
- Total # of Posts
- Pie Chart of Contributing Sites - SharePoint, Facebook, Twitter, LinkedIn
- Content trends (tag cloud)
- Total time spent
- Total number of pages viewed
- Dollar amount of his connections (I have the algorithm for this)
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Integrated Communications and The Dawn of Agile Engagement Malcolm Atherton
Static is not an option any longer for communicators, neither is having silo'd pr and marketing groups.
Organizations will benefit from having PR and marketing and digital and anyone else in communications/external work together to understand audiences, strategize as one, and ultimately use owned media to attain earned media (and earned media to drive creation of owned media).
Business & Branding - Era of Broadcast ReversalHubert Grealish
Key points:
• Business of 'Broadcast Reversal': consumers as shareholders in brands, what corporations and co's alike now NEED to realize. That consumers are holding brands closer than before, with implications for business.
• Consumers (and mobile) in control: Brands can no longer prescribe what folk think. They need to ‘breathe’ more and demonstrate a humility and willingness to engage in new ways. Consumers are already conversing about brands, yet many brands still choose to ignore this opting for ‘campaigning’ instead.
• Small businesses leading the way... SMEs never lost the human touch. What can we learn from them as the build the new media landscape, leaving corporations behind.
• Time to Kill the ‘Message’ once and for all... to open up more to consumers. Even 'Marketing' has become jaded as thinking remains limited to tactics and executions, not on favour and emotional engagement. We need to reinstate purpose and 'meaning' in all comms.
• Word of Mouth is again the new playing field. Enabled by social and mobile, though led by consumers. Winners are creating warmth with consumers as they show they don’t pump ‘messages’, or seek ‘Likes’, instead engage and make sense in new and innovative ways.
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitiv...W2O Group
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."
Online in de toekomst; wat kan ik nú doen?Tom Verhoeve
Hoe gaat online zich ontwikkelen? Vier punten waar je nu al rekening mee kan houden:
1. van mobiel naar multi-screen;
2. digitaal en fysiek versmelten;
3. contentstrategie aanpassen op meerdere contentvormen dan tekst en meerdere publicatiekanalen (zie 1);
4. kijk opnieuw naar je toegevoegde waarde: waarmee maak je als organisatie nu echt het verschil?
Neem voor meer informatie contact met me op!
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Integrated Communications and The Dawn of Agile Engagement Malcolm Atherton
Static is not an option any longer for communicators, neither is having silo'd pr and marketing groups.
Organizations will benefit from having PR and marketing and digital and anyone else in communications/external work together to understand audiences, strategize as one, and ultimately use owned media to attain earned media (and earned media to drive creation of owned media).
Business & Branding - Era of Broadcast ReversalHubert Grealish
Key points:
• Business of 'Broadcast Reversal': consumers as shareholders in brands, what corporations and co's alike now NEED to realize. That consumers are holding brands closer than before, with implications for business.
• Consumers (and mobile) in control: Brands can no longer prescribe what folk think. They need to ‘breathe’ more and demonstrate a humility and willingness to engage in new ways. Consumers are already conversing about brands, yet many brands still choose to ignore this opting for ‘campaigning’ instead.
• Small businesses leading the way... SMEs never lost the human touch. What can we learn from them as the build the new media landscape, leaving corporations behind.
• Time to Kill the ‘Message’ once and for all... to open up more to consumers. Even 'Marketing' has become jaded as thinking remains limited to tactics and executions, not on favour and emotional engagement. We need to reinstate purpose and 'meaning' in all comms.
• Word of Mouth is again the new playing field. Enabled by social and mobile, though led by consumers. Winners are creating warmth with consumers as they show they don’t pump ‘messages’, or seek ‘Likes’, instead engage and make sense in new and innovative ways.
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitiv...W2O Group
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."
Online in de toekomst; wat kan ik nú doen?Tom Verhoeve
Hoe gaat online zich ontwikkelen? Vier punten waar je nu al rekening mee kan houden:
1. van mobiel naar multi-screen;
2. digitaal en fysiek versmelten;
3. contentstrategie aanpassen op meerdere contentvormen dan tekst en meerdere publicatiekanalen (zie 1);
4. kijk opnieuw naar je toegevoegde waarde: waarmee maak je als organisatie nu echt het verschil?
Neem voor meer informatie contact met me op!
5 Strategies to Market in the Digital Age - 2012 Event Marketer SummitDavid Rogers
Based on "The Network Is Your Customer: 5 Strategies to Thrive in the Digital Age" by David Rogers.
Get your free chapter at www.thenetworkisyourcustomer.com
Today's B2B buyer is more discerning than ever before, and has access to more information than ever before. They research online, get peer views and opinion, and they call you when their ready to buy, rather than when you’re ready to sell. So you’re involved late in the process, or more commonly, not at all. To get onto the shortlist, you’ve got to be there early in the buying cycle. And to do this takes a programme of great content.
It has to be relevant, useful and interesting. First problem; where does this content come from? Well, every organisation has their own content dungeon – just waiting to be unlocked. But, how do you do it, what’s going to be lurking down there, and how do you tame it? Then, once you’ve thrown the keys away, what are you going to do with all this content? How do you get it into the hearts and minds of the people that matter?
This presentation will involve B2B examples across different sectors and using content in all its possible guises: mobile, video, integrated infographics, Social debates. Even the odd whitepaper...
Session will look at:
Ways to find great content in your organisation, without actually creating anything
What content works, at what stage in the buying cycle
Practical ways to use interesting and different content formats
10 steps to create and implement a content marketing strategy
Where social media is today. Where it's headed. What is HOLDING brands/biz back. Includes a social media maturity framework for digital strategists.
If you download - please add a comment.
Laurie Dillon-Schalk's keynote for IBM's Retail Fall Showcase on Nov. 2nd, 2011
How UX Strategy can bridge the gap between brand promise and customer reality, presented by Tim Loo, Strategy Director and Partner at Foolproof, Europe's leading experience design company.
The webinar presentation was first broadcast 13 December 2011.
Proximity BBDO Sweden presents: Digital Day 2011, Feb 10.
NICK ORSMAN
ROI and Social Media -- why are companies investing in social media, how do companies measure their investment and what are some of the best examples of using social media to meet marketing objectives.
The presentation can be seen:
http://www.youtube.com/watch?v=Z9TBeCVjReM
Get to know Proximity BBDO Sweden here:
http://www.facebook.com/ProximityBBDOSweden
http://www.proximity.se
iStrategy Toronto Wildfire Social Unleashed keynoteiStrategy
Social Unleashed: Unlocking the Transformative Power of Social Marketing
Jessica Gilmartin, Wildfire
Social media is fast becoming a key element of the total marketing mix, cutting across both online and offline activities. There is huge potential for social marketing to amplify brand awareness, engage consumers, and drive business results – but most brands are just scratching the surface of what’s possible. Jessica Gilmartin, Senior Marketing Director of Wildfire, a division of Google, reveals five keys to unleashing the power of social media. Core concepts include cross-network engagement, harnessing social data, and leveraging social signals across the web. Gilmartin also discusses what the convergence of social, local, and mobile means for marketing strategy, and how to make paid, owned, and earned media work more effectively together.
iStrategy London 12 - Products Up - How data boosts your Google revenueiStrategy
Google will merge the Google Product Search and the Google PLA to the new Google Shopping by 2013. This will not only impact you as merchant, but also the search and buying behaviour will shift significantly and shake-up the e-commerce industry. How do you get prepared? How is the new system working and what is the strategy behind the changes?
In this workshop session, Volker Schmidt, CEO at Products Up – the market leader for Google Shopping optimisation – will answer those questions and more, giving you hands-on material and advice to help shape your future e-commerce success.
iStrategy Melbourne - Redefining Commerce in the Age of the Empowered Consume...iStrategy
This session will examine how today's hyper-aware consumer will continue to change the engagement approach of today's organisations. It will focus on the importance of meeting the needs of today's consumer and look at the key imperatives required by marketers to succeed in this ever changing environment by knowing your customer as an individual, creating value at every touch point and being an authentic brand and culture.
iStrategy Melbourne - How the Smartest Brands in the World Use Social Media -...iStrategy
Today’s marketplace is being transformed by social technologies that are reinventing business models, profit centres, and consumer behaviour. This challenge represents an incredible opportunity. Simon Mainwaring, Fortune 50 consultant and New York Times bestselling author of We First (voted Best Marketing Book of 2012 by strategy+business) explains how the most successful brands in the world are using social media to accelerate their brand awareness, profits and positive social impact. Central to Simon’s message is the requirement that brands clearly define their purpose and story in a community-facing way that will resonate on an emotional level with their customers, inspiring them to promote the brand using their own social media. He explains exactly what tools, tactics, and strategies companies like Nike, Coca-Cola and Starbucks use to architect customer communities that then build their business with them.
iStrategy Melbourne - Taking on Asia: the Opportunity For Australian Brands -...iStrategy
As Australian brands face increased pressure from international competitors, the growth opportunities in emerging Asian markets become significantly more appealing, and more accessible than ever before. Asia accounts for half of the global population and has the second-largest nominal GDP of all continents after Europe. With increasing digital connectivity and a maturing online market comparatively untouched by international brands, the world's eyes turn on Asia as the next big thing.
In this session, we’ll together explore a market with multiple languages, currencies and audience behavioural nuances to demystify the opportunity of, and approach to expanding operations in Asian markets. Aligned with Australian strategic expertise, we’ll spark conversation on the common challenges and brand opportunities Asia presents to your brand.
iStrategy Melbourne - Customer Relevance: The Next Frontier for Competitive A...iStrategy
The volume and complexity of digital data today often paralyses companies. With so much to be observed and so many insights to be generated, where should strategic marketers start? According to Jason Juma-Ross, Accenture's Australian Interactive lead, success lies not in generating the 'best' answer, but in getting to a better answer faster than your competitors. Here, he explains how customer relevance, delivered at scale and speed, is the next frontier for competitive advantage.
iStrategy London - B2B Social Media – Moving Beyond the Hype Jeremy Woolf, Te...iStrategy
B2B companies are looking beyond conventional marketingcommunications and using social media to engage directly withtheir audiences, build trust and gather customer insight. Butmany companies are struggling to do this in a meaningful way.They’re prioritising marketing rhetoric over content creation,community building, and problem solving. This means thatbusinesses are missing the opportunity to turn prospects intocustomers and customers into advocates.In this workshop, Text100’s Global Digital and Social Media LeadJeremy Woolf will present the case for B2B social media and amethodology for driving results. The delegation will then be splitinto four groups, each tasked with creatively responding to aB2B social media brief. Text100 experts will guide the groups,with each presenting their strategy back to the delegation.
iStrategy London - Social Commerce: Do Consumers Trust Your Brand? Steve Seme...iStrategy
In a world of increasing consumer expectations for transparency and quality, is your brand trusted? How can you tell? And how might you use social commerce technologies like reviews and discussions to glean insights and provide consumer assurance? Follow case studies on leading global brands like Kraft, Whole Foods and the NFL to see how marketers and e-commerce executives are working to foster trust.
iStrategy London - Social Media: Making it Work Globally and Locally Gemma Tr...iStrategy
A major challenge in social is deciding the right approach to globalising or localising content and conversations. Should brands control social media globally for easier management and brand consistency? Or work on a local level that can be more costly but allows responses to be tailored to local needs and therefore lead to better engagement?
Hosted by Gemma Trippas, Oracle’s Social Partnerships Manager and Jeremie Moritz, Social Media Manager at Pernod Ricard, this session will look at what brands can do to adopt the right balance for their social media efforts internationally, drawing on Pernod Ricard’s vast experience in managing many sub-brands across multiple territories.
iStrategy London - The future of SEO is Content, Social and PPC Mark Iremonge...iStrategy
As the search landscape continues to develop brands need a view of the value SEO can deliver beyond a search ranking. Methods and tactics have moved. How well integrated are you PPC and SEO efforts? Do your social teams talk? Has your brand kept up? Join iCrossing’s Mark Iremonger and Adam Skalak as they paint a picture of the future of SEO – and it's implications for brands and agencies.
Earning Attention Where it Matters Most: The Power & Imperative to Build Bran...iStrategy
Consumers are spending a growing majority of their time engaging and consuming content on their mobile connected devices. Brands are struggling in this attention economy to achieve cut-through, build brand awareness and affinity and deliver relevant, engaging advertising messages to their target audiences. Gavin Stirrat, Managing Director EMEA, at Millennial Media, will outline the reasons why having an integrated mobile strategy is now an absolute imperative to reach consumers. Using relevant case studies, he will outline the key facets that any mobile campaign should include to ensure success. Further insight will also be provided that explains how the unique characteristics of the mobile device can be used to reach the right consumer, in the right place, at the right time.
From Engagement to Intelligence: Striking the Balance in Social Media at the ...iStrategy
Alex Coley, former Head of Digital Services at the Metropolitan Police, talks about how the police use of social media has been transformed in the wake of the riots of last summer. As private and public organisations move towards service models in digital, Alex talks about the difficult balancing act the police face in engaging through social media while also monitoring the same channels for intelligence. From Scotland Yard to the Met Special Operations Room, the Home Office and the Foreign Office, social media has been on a journey in the corridors of power over the last year. This is that story.
How to avoid being a data zombie by Brandwatch iStrategy
Big data can leave you feeling brain dead. What's relevant? What's not? What do to about it? Sometimes it feels like you're mindlessly ploughing through numbers just for the sake of it.
This workshop, led by Brandwatch COO Bryan Tookey, will take you through some examples of big datasets, specifically looking at social media. It will give you the tools to bring your mindless reports and reporting processes back to life.
Key takeaways:
• Spotting reports for reports sake and other big data zombie traps
• How to ensure you are getting value from your big data brains
• Bring your big data back from the dead
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
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Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
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effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
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Business Valuation Principles for EntrepreneursBen Wann
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
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3. Introductions
Richard Fraser Douglas Lin
Regional Managing Director Head of Digital Strategy
Proximity Asia Proximity Singapore
@mcfrizz @dlin
Paul Bisson
Marketing manager of
Guinness & Dark Beer
Asia Pacific Breweries (APB)
3
4. Today’s Presentation
Quick Overview
:20 introductory presentation/introduction
Task
:40 tasks for each table – interactive tasks, discussions or games
Discussion
:15 wrap up/Q&A
5. Question #1
1.0 Does your company have a Social Media
Property?
1.1 Is this tied to your Social Media Strategy?
1.2 Is this tied to your CRM Strategy?
5
7. Traditional CRM Model
Stimulate and Identify & Qualify
Retain Customers Prospects
CRM
Activate and Onboard Acquire and Convert
Customers to Customers
8. The Rise of the Social Consumer
“When motivated or inspired, the social consumer can exact change through
the unification of conversation”
9. Evolves into Social CRM
Social CRM is “…designed to engage the customer in
a collaborative conversation in order to provide a
mutually beneficial value in a trusted and transparent
business environment. Itʼs the company response to
the customerʼs owning of the relationship.”
Paul Greenberg, and author and leading authority on SCRM
10. The Difference
Instead of marketing or pushing messages to
customers, brands now talk with and collaborate with
customers to solve business problems, empower
customers to shape their own experiences and build the
customer relationship
11. Social CRM requires A
Different Approach
LISTENING
CO-CREATION CONVERSING
OBJECTIVES
EVANGELISE
12. Listening
LISTENING Ongoing monitoring of
customer conversations
about your Brand
CO-CREATION OBJECTIVES CONVERSING
EVANGELISE
14. Conversing
Participating in and
LISTENING
stimulating real time, two
way conversations – no
longer only outbound
communications
CO-CREATION OBJECTIVES CONVERSING
EVANGELISE
16. Evangelise
Find and nurture your
LISTENING
revolutionaries. Harness
brand advocates to
evangelise, help sell, and
connect the Brand with
others
CO-CREATION OBJECTIVES CONVERSING
EVANGELISE
18. Co-creation
Encouraging and enabling
customers to collaborate
LISTENING
and co-create, generating
ideas and helping
contribute to creating and
improving products and
services
CO-CREATION OBJECTIVES CONVERSING
EVANGELISE
20. Social CRM is not a new “thing” that
replaces CRM, it’s simply an evolution
of what CRM has always been.
21. Redefining the “Customer”
‣ CRM is about no longer just about just
“Customers”, “consumer’ or “leads” (or potentials)
‣ Social Media requires a much broader range of
potential user types who may or may not end up
being your end consumers
22. Redefining Customers
Content
Aggregators Content
Aggregators
Detractors
The
“Not Applicable’s” Prospects Consumers
Purchaser Ex-Customers
Comparers
Advocates Detractors
Information Advocates
Gatherers
Shift from “Consumer” to “User”
24. Funnels - CRM and SM
Target
Universe
Understand
&
Quan7fy Wall
Posts
Iden7fy
Opportuni7es Likes
Sales
Process Comments/Crea7on
Point
of
Purchase Crea7ng
Connec7on
First
Purchase
Addi7onal
Purchase
Advocacy
Word
of
Mouth 24
25.
26. The Pre-Campaign State of Play
A predominately older “Uncle” customer base
Out-of-date (e.g. non-usable) user database
Minimal (e.g. “internal”) Social Media presence
Facebook page with less than 100 users
A global www site
Limited localization
27.
28. The pinnacle of collaborative effort,
conquering Everest, the world’s highest peak.
This grand prize delivers on the scale
and the aspirational appeal that
only Guinness could,
and only Guinness would.
46. Rise Together
CRM: Personal User
Stage 3 Purchase and Consumption Advocacy or Depth
behavior
Creating Connection:
Stage 2 Personal Data including
The start of CRM
outside of FB platform
contact information Brand
Relationship
with Users
Creating Interest:
Stage 1 "Fans", Likes, etc
Broad General
Information
or Breadth
47. Forecasting Opportunity
Nov 2011 Dec 2011 Jan 2011 Feb 2011 Mar 2011 Apr 2011
Campaign Activity Holiday Promo CNY St Patricks Day
Extend promotional Apr 2011
Digital Extension activities
into SM space Dec 2011 Feb 2011 Mar 2011
(content, events, etc)
Look to create “micro”,
Digital Opportunity Nov 2011 Jan 2011 non-campaign specific activities
to continue to build Stage 1
1 1 1 2 2 3
Stage Focus
48. Who drinks Question 2
Customers
Guinness?
Who
drinks beer,
Prospects
but not
Guinness?
Who doesn’t Not
drink at all? Applicable
49. The Task
Break into three groups
1. Review the questions (:15)
2. Devise social media tactics and initiatives which
will deliver on your answers (:15)
3. Extend them into Social CRM based activities to
start connecting with users, empowering and
creating advocacy via understanding behavior (:10)
49
50. Not Applicables
Information Content
Advocates Detractors Comparers Purchaser Aggregators
Gatherers
‣ How can Guinness if (at best) make you an advocate, or (at
worse) not make you a detractor?
‣ What is the value of Guinness having a relationship with
you?
‣ What kind of information would you be willing to share with
a brand you do not have a relationship with as a consumer?
50
51. Prospects
Information Content
Advocates Detractors Comparers Purchaser Aggregators
Gatherers
‣ How can Guinness facilitate adding them to your
consideration set?
‣ What is the value to Guinness of having a relationship
with you, even if you don’t end up drinking their brand?
‣ How should they go about creating a meaningful value
exchange?
51
52. Customers
Information Content
Advocates Detractors Comparers Purchaser Aggregators
Gatherers
‣ How should Guinness go about creating a
meaningful value exchange?
‣ How can Guinness make you a vocal advocate?
‣ How can Guinness facilitate adding them to
your consideration set?
52
54. Thanks
Richard Fraser Douglas Lin Paul Bisson
Regional Managing Director Head of Digital Strategy Marketing manager of Guinness &
Proximity Asia Proximity Singapore Dark Beer
Asia Pacific Breweries (APB)
@mcfrizz @dlin