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The rise of integrated social brands
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.
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The rise of integrated social brands
- 1. How to talkwith customers and partners in 2013 The rise of integrated social brands An idea by Fabrizio Martire - @betone
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- 3. Index • A quick scenario • Retail • Brand / headquarters • A new paradigm • Cases • Structure 3
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- 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 Useof social media w/ supply chain partners 9
- 10. Shop online, pickup at the store near you. 10
- 11. A quik scenario Try at the showroom near you and shop online. 11
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- 13. Brand / Headquarters SocialMedia, the headquarters point of view Big Brand Page Big Brand Big Brand post 13
- 14. Brand / Headquarters SocialMedia, the headquarters point of view Big Brand Page Big Brand Big Brand post 14
- 15. Brand / Headquarters SocialMedia, the headquarters point of view Big Brand Page Big Brand Big Brand post 15
- 16. Brand / Headquarters SocialMedia, 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 SocialMedia, 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 SocialMedia, 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
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- 20. Retail Social Media, theretailers point of view Small Retail Page Small Retail post 20
- 21. Retail Social Media, theretailers 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, theretailers 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, theretailers 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, theretailers 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
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- 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 ACTLOCAL
- 33. BRANDING GLOBAL CARE LOCAL
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- 35. Cases 35
- 36. Cases 36
- 37. Cases 37
- 38. Cases 38
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- 40. A new paradigm Anintegrated view Social Supply Chain 40
- 41. A new paradigm Anintegrated view Social Supply Chain Integrated Social Brand 41
- 42. A new paradigm Anintegrated view Social Supply Chain Integrated Social Brand 42 Bid Data, Analytics, Social CRM
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- 44. A new paradigm Anintegrated view Co-creation Social CRM Integrated Social Sales & Social Supply Brand C.care Chain 44
- 45. A new paradigm Anintegrated 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 Anintegrated 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! followme, @betone Gummy Industries S.r.l. www.gummyindustries.com Via Manzoni 22/c 25126, Brescia twitter.com/gummyindustries Tel 030 5241468 info@gummyindustries.com