purechannelapps and gravity thinking present: omnichannel retail

Commercial in Confidence – (c) purechannelapps Ltd. 2014 1

Questions/ comments: #socialretail

Omnichannel Retail: How brands can address key pain points in retailer social media marketing

Hosted by Olivier Choron, CEO and Founder, purechannelapps™

With panellist Andrew Roberts, Managing Partner, Gravity Thinking

Commercial in Confidence – (c) purechannelapps Ltd. 2014

Introduction to panellists

Olivier Choron, CEO and Founder, purechannelapps

After senior roles with Gartner, 3Com and Nortel, Olivier set up, in 2011, purechannelapps, a B2B and marketing software company specialising in social media and e-communications.

purechannelapps’ customers include Microsoft, Adobe, SAP, Xerox, McAfee, Kaspersky, Symantec, Oracle, Motorola and Mountain Hardwear/ Columbia Sports, amongst others.

Andrew Roberts, Managing Partner, Gravity Thinking

An experienced entrepreneurial marketing professional, Andrew has over 20 years experience in marketing, working for and with brands like Unilever, Diageo, Virgin and BAA.

In 2007, with his business partner, Andrew set up Gravity Thinking, with the aim of being a new agency for a new age of digital, building brands through digital and social media for brands like Calloway, Specialized Bikes and Unibet.

“Omni-channel…is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Simply put, omni-channel is multi-channel done right!”

John Bowden, Senior VP Time Warner Cable

WHAT IS OMNICHANNEL?

BRANDS ARE NO LONGER IN CONTROL

THE NEW FUNNEL

THE CONSUMER IS NOW IN CHARGE

CONSUMERS WANT KNOWLEDGE

BRANDS CAN CONTROL CONTENT

NEED TO ENSURE CONTENT IS BETTER, RICHER, ENGAGING, AND VARIED

BIGGEST CONTENT MARKETING CHALLENGE

SOCIAL MEDIA NEEDS TO BE CONSIDERED PROPERLY

IF CONTENT IS KING, DISTRIBUTION IS THE KINGMAKER

IF CONTENT IS FIRE, SOCIAL MEDIA IS GASOLINE

#1 TREAT EVERY POST WITH THE CARE AND ATTENTION OF A CAMPAIGN AD

#2 ELEVATE YOUR BEST CONTENT

BEYOND YOUR FISH POND

#3 PREPARE TO ACT QUICKLY

#4 ALWAYS ADD VALUE

#5 MEASURE IT PROPERLY, LISTEN AND LEARN

#5 PRINCIPLES APPLIED

#1 TREAT EVERY POST WITH THE CARE AND ATTENTION OF A CAMPAIGN AD

CAMPAIGN AD

#2 ELEVATE YOUR BEST CONTENT BEYOND YOUR FISH POND

#3 PREPARE TO ACT QUICKLY

#4 ALWAYS ADD VALUE

#5 MEASURE IT PROPERLY, LISTEN AND LEARN


What if there was a tool that could help you use social to its best effect and overcome these barriers?


Content Distribution Pain Points

Brands struggle to involve employees and external advocates when communicating to customers/ prospects.

Retailers have little time to syndicate content from the brands they carry.

FMCG brands struggle to get their

messages out.


Social Media Amplification: socialondemand®

Extensive analytics

Multi-tier global content creation and approval workflow

Comprehensive filtering

Leverages social APIs


The posts are published automatically on the retailers’ social network(s), if they have selected this option.


Brands inputs news items (and tag them)


Brand managers create posts

They set the post category and customer targets

They set the ‘territory’ the post is applicable to



The posts are published automatically on the partners’ social network(s), if they have selected this option.


Employees and retailers receive the news by email and login, to view/ edit/ schedule/ post the items


Retailers/ sales staff receive an email with ONLY the content they are interested in.

They click on ‘Edit/ Publish’.




Retailers login to their portal.

They can view, edit and schedule all versions of the posts (Twitter, Facebook, LinkedIn, Xing).

They can send to all selected social networks (one button to all networks).




The news items are posted on the partners’ social network(s)


The posts appear as if posted by the partners.




Followers (buyers) read the posts, click on the links and call the retailers or visit their shops!



Followers (buyers) click on the short url, and go to the original ‘content’.

They can also complete a ‘contact form’ to get in touch with the retailers.


• Brand messages can reach much wider audiences, as they can

leverage their retailers, employees and other brand advocates.

• Content reaches those that count, the consumers, through those who can actually sell and influence, the retailers.

• Easy for partners to become ‘socially active’ (3 clicks)

• It empowers partners with compliant content (closer engagement with the brand and more socially active)

• Enterprise-class platform (27 languages) enabling the distribution of social media content globally

• Cost-effective solution, with an SEM-smashing cost per click of just $0.09/ $0.35

Results and Benefits


Case Study: Mountain Hardwear

Mountain Hardwear approached us in September 2013 to help improve its retail partner social media activity.

Mountain Hardwear experienced a number of challenges which led them to look at incorporating their retailer network within their social media programme:

• Advent of online retailing/social media has affected how consumers are making purchase decisions.

• Consumers are making purchase decisions based on awareness of brands.

Mountain Hardwear saw a gap between their own social media activity, and how their retailers supported their brand.


Mountain Hardwear Case Study: Approach and Solution

Being a vibrant and dynamic organisation, Mountain Hardwear chose to partner with a company which reflected its own core brand values and ethics.

Mountain Hardwear adopted socialondemand in September 2013, which allowed them to:

•Syndicate rich social media content to their partners.

•Target content and campaigns to specific groups of retailers locally, regionally or globally to reach the right consumer audience.

•Build a consistent presence both on their own profiles, but also on the social media profiles of their partners, athletes and other advocates.


Mountain Hardwear Case Study: Results


Thank you.Olivier ChoronCEO and Founder, [email protected]+44 (0)7876 472 461 / @purechannelapps

Andrew RobertsManaging Partner, Gravity [email protected]+44 203 141 7703 / @GravityThinking

Questions/ comments: #socialretail

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