The document discusses how brands and retailers can better utilize social media. It notes that currently brands focus on branding and awareness at a large scale through corporate social media pages, while retailers focus on local sales and customer service through smaller localized pages. The document proposes a new paradigm where brands and retailers collaborate more closely on social media to better integrate their efforts.

1. How to talk with customers and partners in 2013
The rise of
integrated social brands
An idea by Fabrizio Martire - @betone

2. Index

3. Index
• A quick scenario
• Retail
• Brand / headquarters
• A new paradigm
• Cases
• Structure
3

4. A quick scenario

5. A quick scenario
here, a lot of boring numbers about how
social media are deeply spread in your
country.
5

6. A quick scenario
here, a lot of boring numbers about how
social media are deeply spread in your
country.
here, more numbers and facts about how
many companies get money with ecommerce.
6

7. A quick scenario
here, a lot of boring numbers about how
social media are deeply spread in your
country.
here, more numbers and facts about how
many companies get money with ecommerce.
here, more data about your target on internet.
7

8. A quick scenario
44%
Companies that use social media with supply chain partners.
Late 2012, a report by Aberdeen Group, Inc.
8

9. A quik scenario
Use of social media w/ supply chain partners
9

10. Shop online, pick up at the store near you.
10

11. A quik scenario
Try at the showroom
near you and shop
online.
11

12. Brand / Headquarters

13. Brand / Headquarters
Social Media, the headquarters point of view
Big Brand Page
Big Brand
Big Brand post
13

14. Brand / Headquarters
Social Media, the headquarters point of view
Big Brand Page
Big Brand
Big Brand post
14

15. Brand / Headquarters
Social Media, the headquarters point of view
Big Brand Page
Big Brand
Big Brand post
15

16. Brand / Headquarters
Social Media, the headquarters point of view
Characteristics:
• User base: Million of fan
• Relationship: Low
engagement (without: adv
or special campaign)
• Voice: company voice
• Strategy: Yes
• Content: Content plan
• Image: corporate identity
guideline
16

17. Brand / Headquarters
Social Media, the headquarters point of view
Characteristics: Key functions:
• User base: Million of fan • Branding
• Relationship: Low • Awareness
engagement (without: adv
or special campaign) • Engage
• Voice: company voice • PR
• Strategy: Yes • Communication
• Content: Content plan
Other functions:
• Image: corporate identity
guideline
• Online Sales
• Customer Care
17
• Co-creation

18. Brand / Headquarters
Social Media, the headquarters point of view
Characteristics: Key functions: Fears:
• User base: Million of fan • Branding • Customer care, how to?
• Relationship: Low • Awareness • Problems between
engagement (without: adv customers and retailers
or special campaign) • Engage
on my page
• Voice: company voice • PR
• “We can’t give you info
• Strategy: Yes • Communication because our supply
chain and retail
• Content: Content plan partners go crazy.”
• Image: corporate identity
Other functions:
• ROI
guideline
• Online Sales
• Customer Care
18
• Co-creation

19. Retail

20. Retail
Social Media, the retailers point of view
Small Retail Page
Small Retail post
20

21. Retail
Social Media, the retailers point of view
Small Retail Page Small Retail Page
Small Retail post Small Retail post
Small Retail Page
21
Small Retail post Small Retail post

22. Retail
Social Media, the retailers point of view
Characteristics:
• User base: Hundreds of fan
• Relationship: A more
personal relationship with
the customer
• Voice: real people, not
brands
• Strategy: No
• Content: No content plan
• Image: uncoordinated
corporate identity
22

23. Retail
Social Media, the retailers point of view
Characteristics: Key functions:
• User base: Hundreds of fan • Sales
• Relationship: A more • Customer care
personal relationship with
the customer • Communication
• Voice: real people, not
brands Other functions:
• Strategy: No
• Branding
• Content: No content plan
• PR
• Image: uncoordinated
• Co-creation
corporate identity
• Awareness
• Engage 23

24. Retail
Social Media, the retailers point of view
Characteristics: Key functions: Fears:
• User base: Hundreds of fan • Sales • “How to get fan &
followers?”
• Relationship: A more • Customer care
personal relationship with
• Communication • “What I have to say?”
the customer
• I haven’t time
• Voice: real people, not
• I haven’t budget
brands Other functions:
• Strategy: No
• Branding • The headquarter
e-commerce
• Content: No content plan
• PR
• Image: uncoordinated
• Co-creation
corporate identity
• Awareness
• Engage 24

25. What Brand /HQ Retail
User Base Millions Hundreds
Low engagement
Relationship Personal
(without: adv or special campaign)
Voice Company voice Real people, not brands
Strategy Yes No
Content Content Plan No content plan
Uncoordinated corporate
Image Corporate identity
identity
Branding, Awareness, Engage, PR & Sale & Promo, Customer care,
Key Functions
Communication Communication

26. A new paradigm

27. A new paradigm
Today
Small Retail Page Small R
Big Brand Page
Big Brand
Small Retail post Small Retail post
Small R
27
Small Retail post Small Retail post

28. A new paradigm
Today
Small Retail Page Small R
Big Brand Page
?
Big Brand
Small Retail post Small Retail post
Small R
28
Small Retail post Small Retail post

29. A new paradigm
Today
Small Retail Page Small R
Big Brand Page
?
Big Brand
Small Retail post Small Retail post
Small R
29
Small Retail post Small Retail post

30. A new paradigm
Tomorrow
Small Retail Page Small
Big Brand Page
Big Brand
Small Retail post Small Retail post
Small Retail Page Small
30
Small Retail post Small Retail post

31. A new paradigm
Tomorrow
Small R
ge
Corporate Id. Marketing Communication C. Care Sales
Centralized / Localized /
HQ control Retail freedom
Small Retail post
31

32. THINK GLOBAL
ACT LOCAL

33. BRANDING GLOBAL
CARE LOCAL

34. Cases

35. Cases
35

36. Cases
36

37. Cases
37

38. Cases
38

39. Structure

40. A new paradigm
An integrated view
Social Supply Chain
40

41. A new paradigm
An integrated view
Social Supply Chain
Integrated Social Brand
41

42. A new paradigm
An integrated view
Social Supply Chain
Integrated Social Brand
42
Bid Data, Analytics, Social CRM

43. ZOOM OUT

44. A new paradigm
An integrated view
Co-creation
Social
CRM
Integrated Social Sales & Social Supply
Brand C.care Chain
44

45. A new paradigm
An integrated view
Enterprise internal
collaboration (E2.0)
Co-creation Markets
Strategy
Social
CRM
Integrated Social Sales & Social Supply
Brand C.care Chain
45

46. A new paradigm
An integrated view
Enterprise internal
collaboration (E2.0)
Co-creation Markets
Strategy
Social
CRM
Integrated Social Sales & Social Supply
Brand C.care Chain
46
Social Enterprise

47. see you soon!
follow me, @betone
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