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

PRINT

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)