Engaging Customer Experiences for the Customer-activated Enterprise

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We integrated into the marketing mix the "digital slice" that contributes to get the marketing initiatives more efficient and effective

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  • 1.ECE101: Engaging Customer Experiences for the Customer-activated Enterprise Francesco Fabbri, ICT Project Manager @ Amadori Group 2014 IBM Corporation

2. Agenda Digital Strategy: Think & Work in a distinct way Real case history Metrics and Results2 3. The Amadori Group in figures Founded by brothers Amadori, Amadori Group is a leading European poultry manufacturing company (chicken and turkey). Turnover 2012:1.250 MMarket share:32% in ItalyEmployees :7.000Production plants : 16 Branches: References: 323 over 1.700 4. Think in a distinct way Digital is part of the marketing mix Web presence Online contests for UGC and Brand awareness Mobile Site Newsletter/DEM Social Media presence Social IntelligencePress PR journalist PR Blogger Digital Press4DigitalAdvertisingMarketing Mix Press / PRPhysical ActivitiesTV and traditional Media Press Sponsorship SEA Social Media Adv OnLine pressEvents Focus Group Trade contests eCoupon 5. Think in a distinct way Digital is part of the marketing mix Web Platform (WCM) for supporting: - easy administration - content update - multichannel ( web, social, mobile ) Platform for analytics ( SPSS )Creating dynamic and personalized experiences Increase Social InteractionContent is always King Keyword-rich Content Viral Content Usability Technology DigitalSynergy for Marketing success Mix Press / PREngagement 5Advertising CreativityPhysical ActivitiesConsumer BehaviorAnalyzing user data to generate insights Responding rapidly thanks to smart internal process Sustaining competitive advantage by deploying new product faster 6. Work in a distinct way Amadori Digital Strategy - The initiative is led jointly by the Strategic Marketing and IT of the Amadori Group; - Amadori has embarked on a transformation program oriented to the definition and implementation of a new Digital Strategy; - The Amadori Digital Strategy is a general rethinking about the opportunities for contact and the development of dialogue and relationship with different target audiencesStrategic MarketingBusiness Innovation New products development New forms of contact New channels / business analisys6ICT and OrganizationCommunicationICT InnovationCorporate communications Products communication Events and PRICT innovation Push/PullCROSS FUNCTIONAL TEAM 7. Amadori Digital Strategy: target declination for Consumers Find information about brand/products BROWSE Personalized Content and Interaction INTERACTContest with rewards PLAYCommunity and Brand engagement JOIN71234 8. Amadori Digital Strategy: target declination for MKTG Increase Contacts REACHEntertaining Consumers ENGAGEMENTStrengthen the relationship REPUTATIONBusiness development TRANSACTION8 9. Amadori Digital Strategy: target declination for IT YESTERDAY Information Agency turn-over management Brochureware website No content updates Leads on Excel filesSocial IntegrationEngagementAwareness9 TVLike experiences Self-promotional content Flash animation ( No mobile! ) No servicesTODAY as unique partnerTOMORROW Store & Promo Locator eCommerce platform? Social CRM Web Analytics iLike, Commenting, Social Share Facebook Connect Social Media AnalyticsSocial Bridging Crowdsourcing Contest Mobile App Newsletter / DEM Survey Integrated Mobile AppBlog SEO Digital ADV Social Intelligence eCoupon Geo Marketing Digital Signage 10. Agenda Digital Strategy: Think & Work in a distinct way Real case history Metrics and Results10 11. Personalized Web Content ManagementUI allow visitors to customize content depending on What are their interest and Who is the interested userPower with11by 12. Digital Dynamic CatalogueDifferent product data sheet for consumer and professional buyer Integration with ERP for detailed informationPower with12by 13. Integration with mobile MOBILE SITE DESKTOP SITE1 Authoring Template Many Presentation Template 13Marketing update content onceAPP MOBILE 14. Digital flyer and e-couponingWe promote weekly products offers Customers can register , print e-coupons discounts and redeeme them in a grocery store !Power with14by 15. Amadori Social Intelligence Social Intelligence is the Business Intelligence applied to Web and Social Content Reputation analysis Online brand awareness Brand positioning Alerting and Crisis Management Identification customer needs Customer targeting Focused marketing campaignBRAND REPUTATIONCUSTOMER INSIGHTSOCIAL INTELLIGENCECRM Customer satisfaction Customer loyalty Engagement15INNOVATION Identification of new trends Usefull information about products development 16. Information flowBuzz WH Textual DataWeb Unstructured DataFiltered UnstructeredDataWeb ListeningImport ClipText Analytics Engine Database Structured Data Framework & Dashboard Power withSmart Lights for Business 16Data elaborationby 17. Social Intelligence for reactive and proactive approach Show connections between relevant topics Highlights strengths and weaknesses related to a topic Identifies the most discussed topics during a certain time frame Shows the brand awareness and the sentiment of the brand Power withby 17 18. Agenda Digital Strategy: Think & Work in a distinct way Real case history Metrics and Results18 19. Metrics: Can we measure business results? -Increased brand awareness-Increased sales-Better insight into customer behavior and needs-Better targeted campaign-Less effort for creating new sites and content update19Exceptional Web Experience Conference 2012 - 20. ECE101: Engaging Customer Experiences for the Customer-activated Enterprise Francesco Fabbri, ICT Project Manager @ Amadori Group Access Connect Online to complete your session surveys using any: Web or mobile browser Connect Online kiosk onsite 20