Redefining the value of fans: Smirnoff's Community Strategy, presented by Giulia Gasperi (InSites Consulting) and Oscar Martinez (DIAGEO) at the ARF Measurement Congress in New York (US) on Tuesday June 11, 2013.

2. Smirnoff’s Community Strategy
Redefining the value
of fans
Oscar Martinez
Global Director
Consumer Planning
Smirnoff, DIAGEO
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Giulia Gasperi
Research Manager
InSites Consulting
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3. 1 Smirnoff‟s marketing vision
2 KPIs & project design
3 Results
4 Making it happen… with a little bit of magic

5. 1.
The act of
engaging or
the state of
being
engaged.
2.
Betrothal.
3.
Something
that serves to
engage; a
pledge.
4.
A promise or
agreement to
be at a
particular
place at a
particular
time.
Most
Brands

6. 1.
The act of
engaging or
the state of
being
engaged.
2.
Betrothal.
3.
Something
that serves to
engage; a
pledge.
4.
A promise or
agreement
to be at a
particular
place at a
particular
time.
Few
Brands

7. Market this

8. But do you
This?
= a sign of active engagement ?

9. Reclaiming
the streets:
Brazil

12. The
opportunity:
Spark
a Global
Movement

14. The challenge:
Always
On Relevant

15. KPIs &
project design
2

16. Does moving to
New York make you a
New Yorker?

17. Does liking a brand on
Facebook make you a
brand fan?

18. 10
MM
8.2
MM
>

19. Need to find ways to
increase the value of fans.
10
MM ?=

21. Brand Activation $$
E.g.: Smirnoff posts content
on its Facebook page
“I can
relate to that!”
Brand
Identification
Followers
Fans

22. “I liked it but I’ll keep it to myself”
Marketing THROUGH fans
“This is something I want to share with my peers”
Marketing TO fans
Conventional marketing
Advocacy
Fans are not
advocates.

24. “Tell us something we don‟t know.
Do something we haven‟t done.”
[3K // LDA – 35 // o o o ]
ListeningMapping Collaborating
1. 2. 3.

25. Results
3

26. 1. On Smirnoff‟s Facebook page:
Real fans > „non real‟ fans
Brand ambassadorsInvolved consumers
Potential ambassadorsUninvolved consumers
+++--- Identification
HighLowBrand&CategoryAdvocacy
Avg
Avg
N = 1136
N = 276
N = 269
“I liked it but I’ll
keep it to myself”
“This is something I want
to share with my peers”
“I might have liked something
once but that doesn’t make
me a fan”

27. 1. From only quantity to quality:
From Like to awesome.

28. 2. Themes like „cocktail recipes‟
lead to more brand excitement.
Impact
… outcome of a conversation between consumers about this topic
Themes
… topics discussed in conversations
between consumers (LDA-35)
Awareness
Appeal
Brand Identification
Excitement
Brand Advocacy
Consumption
Cocktail recipes
Theme 1
Theme 2
Theme 3

29. 2. Add a hero factor to current
themes.
=

30. So how do we become
more than a brand with
10 MM fans?

31. Making it happen…
with a little bit of magic.
4

32. Collaboration
“We need to speak the same
language.”

33. 1. From only quantity to quality:
from like to awesome.
2. Add a hero factor to current
themes.
3. From being a brand to being a
friend.

34. From just quantity
to quality
Hero factor
Brand becomes
friend