The document discusses the digital marketing journey of Ursus, a beer brand in Romania. It describes how Ursus transitioned from having no digital presence in 2009 to becoming the beer brand with the largest Facebook community in Romania by 2010. This was achieved through developing a digital plan and strategy, focusing on platforms like Facebook and YouTube, and continuously providing engaging digital content and campaigns. The document also provides recommendations for other brands on how to effectively develop and manage their social media and digital strategies.

1. Cluj Social Media Summit December 2010

2. My name is Grant McKenzie and I serve the KING of beer in ROMANIA

3. Archetypes Creator Explorer Innocent Jester Lover Ruler Magician Regular Guy Outlaw Sage Hero/warrior Caregiver All great stories tend to revolve around classic archetypes

5. The KING’s journey started in Cluj in 1878. And it carried him through-out Romania

7. Most importantly to stay in touch with his people – to communicate and engage The ruler must inspire his people but must also be inspired by them

10. The Ruler knows that the best thing to do to avoid chaos is to take control.

12. Facebook is the center of URSUS social media activation The biggest Facebook community for a beer brand in Romania

13. YouTube is used to drive awareness for the video content generated Over 19,000 views of the videos uploaded to the channel were made in the first three months

15. And then, with our agency partners, we made a plan…

16. Describing the URSUS digital assets SEO SMS / MMS / Video / Advertising Special branding Mobile Marketing Social Media Marketing Email Marketing Newsletter inserts Contextual ads Social ads (Facebook) Content Online games SEO Widgets Special projects Display advertising Text ads Content platforms … . Traditional banners Bluetooth apps. Main Platform

17. And wrote an URSUS digital plan

18. And then we began… socialising ….

23. The Ruler is ready to accept both his victories and his failures . He does not blame others. So what’s to learn – what’s the advice?

28. And Finally…. let’s continue the King’s journey together

30. www.ursus.ro/clujvip

31. The quality of a leader is reflected in the standards they set for themselves