developing the guinness online community | richard fraser, proximity asia | istrategy singapore 2010
DESCRIPTION
Developing the Guinness Online Community. From Social Media to CRM. Presented by Richard Fraser, Regional MD for Proximity Asia during iStrategy Singapore 2010.TRANSCRIPT
1
‘Rise Together’ Developing the Guinness Online Community
from Social Media to CRM
BBDO/Proximity
1 December 2010
Introductions
3
Douglas LinHead of Digital StrategyProximity Singapore
@dlin
Richard FraserRegional Managing DirectorProximity Asia
@mcfrizz
Paul BissonMarketing manager of Guinness & Dark BeerAsia Pacific Breweries (APB)
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
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
Digital and Social are shaping crm strategies
Acquire and Convert to Customers
Identify & Qualify Prospects
CRM
Activate and Onboard Customers
Stimulate and Retain Customers
Traditional CRM Model
The Rise of the Social Consumer
“When motivated or inspired, the social consumer can exact change through the unification of conversation”
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
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
OBJECTIVES
LISTENING
EVANGELISE
CONVERSING
Social CRM requires A Different Approach
CO-CREATION
OBJECTIVES
LISTENING
CO-CREATION
EVANGELISE
CONVERSING
Listening
Ongoing monitoring of customer conversations
about your Brand
Listening – Gatorade
OBJECTIVES
LISTENING
CO-CREATION
EVANGELISE
CONVERSING
Conversing
Participating in and stimulating real time, two way conversations – no longer only outbound
communications
Conversing – beinggirl.com
OBJECTIVES
LISTENING
CO-CREATION
EVANGELISE
CONVERSING
Evangelise
Find and nurture your revolutionaries. Harness
brand advocates to evangelise, help sell, and connect the Brand with
others
Evangelise
Best Buy TwelpforceM&Ms mbassador
OBJECTIVES
LISTENING
CO-CREATION
EVANGELISE
CONVERSING
Co-creation
Encouraging and enabling customers to collaborate and co-create, generating
ideas and helping contribute to creating and improving products and
services
Co-Creation
Social CRM is not a new “thing” that replaces CRM, it’s simply an evolution
of what CRM has always been.
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
Redefining Customers
Shift from “Consumer” to “User”
ConsumersProspects Ex-Customers
Detractors
Information Gatherers
Content Aggregators
Comparers
The“Not Applicable’s”
Content Aggregators
Advocates Detractors
Purchaser
Advocates
Traditional Sales Funnel
23
Funnels - CRM and SM
24
Likes
Wall Posts
Comments/Crea7on
Crea7ng Connec7on
Understand & Quan7fy
Target Universe
Iden7fy Opportuni7es
Sales Process
Point of Purchase
First Purchase
Addi7onal Purchase
Advocacy
Word of Mouth
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
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.
60 & 30 FILM
OUTDOOR
The Brand Campaign Support Creative
Website Landing Page
Website Team Registration
Website Team Profile & Progress
Facebook Page Mirror Application
On Trade Bar Mats
Traditional On Trade Bar Mats
Off Trade Gondola End
Off Trade Promotional Staff
Internal Branding Lift Decal
Internal Branding Stair Decal
Internal Branding Reception Decal
Rise Together
Creating Interest:"Fans", Likes, etcStage 1
Stage 2The start of CRM outside of FB platform
Stage 3CRM:
Purchase and Consumption behavior
Creating Connection:Personal Data including
contact information
Broad General Informationor Breadth
Personal UserAdvocacy or Depth
Brand Relationshipwith Users
Extend promotionalactivitiesinto SM space(content, events, etc)
Forecasting Opportunity
Nov 2011 Dec 2011 Jan 2011 Feb 2011 Mar 2011 Apr 2011
Nov 2011 Jan 2011
Holiday Promo CNY St Patricks Day
Dec 2011 Feb 2011 Mar 2011
1 1 1 2 2
Campaign Activity
Digital Extension
Digital Opportunity
Stage Focus
Apr 2011
Look to create “micro”,non-campaign specific activities
to continue to build Stage 1
3
Question 2Who drinks Guinness?
Who drinks beer,
but not Guinness?
Who doesn’t drink at all?
Customers
Prospects
Not Applicable
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
Not Applicables
‣ 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
Information Gatherers
Comparers Content AggregatorsAdvocates Detractors Purchaser
Prospects
‣ 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
Information Gatherers
Comparers Content AggregatorsAdvocates Detractors Purchaser
Customers
‣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
Information Gatherers
Comparers Content AggregatorsAdvocates Detractors Purchaser
Q&A
Thanks
Douglas LinHead of Digital StrategyProximity Singapore
@dlin
Richard FraserRegional Managing DirectorProximity Asia
@mcfrizz
Paul BissonMarketing manager of Guinness & Dark BeerAsia Pacific Breweries (APB)