the digital transformation of a traditional company
DESCRIPTION
Presentation for 5th Strategic Marketing and branding forum. Thought Global Leader. The digital transformation of a traditional businessTRANSCRIPT
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Luisella Giani!29th October 2013!
The Digital Transformation of a Traditional Business
5th Strategic Marketing and Branding Forum!
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Social Media Revolution
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AWARENESS INTEREST EVALUATION BUY REFERRAL REPURCHASE
IN THE MARKET
DEALERS RECOMMENDATION
ADVERTISEMENT
FRIENDS, RELATIVES…
Traditional Shopper Journey
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New to the Net Reluctant Bargain
Surgical
Enthusiast Power shopper
Online Shoppers Map
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Consume information through Twitter !and Facebook!
Learn about new products through !social media and networks!
Wise towards promotions!! Trust only relevant information!! Appreciate conversations with the !brand rather one –way advertisement!
! Expects brands to be active in social !media!
! Expects brands to listen, engage and respond!
Who is the Super-powered Consumer ?
8 8 Graph based on Forrester paper “How Does Social MediaContribute to Customer Experience? Let Us Count the Ways.”
DISCOVERY BUY
ACCESS
USE
GET SUPPORT
SOCIAL MEDIA DEALERS CALL CENTER
DEALERS POST BUY FEEDBACK SOCIAL MEDIA BLOGS, FORUMS
DEALERS ECOMMERCE
SOCIALMEDIA UGC, BLOGS FORUMS
SOCIAL MEDIA MOBILE POS
LEAVE
RE ENGAGEMENT
IN THE MARKET OUT OF THE MARKET
EVALUATION
The Social Consumer Journey
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Luisella Giani
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INDUSTRY:! Tire business!
TYPOLOGY:! Traditional company!
ORGANIZATION:! Matrix organization, cross dept role!
BRANDS:! Goodyear, Dunlop, Fulda, Sava!
APPLIED TO:! Europe, Middle East, Africa, +30 languages, +45 countries, +140 websites!
TIMING:! 18 months!
The challenge
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Portfolio target
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The Fashionistas 100 likes
The Conservatives 100 email sent
The Beginners 1 online catalog D
igita
l int
ensi
ty
Transformation Management intensity
The Digerati 999k 100k 7k
Companies attitude towards Digital
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ARCHITECTURE :! each brand has a different architecture. 18 months publishing time. Difficult to upload and maintain. No brand consistency.!
TECHNOLOGY :! old technology not compatible with mobile. !
CONTENT :! not SEO optimized, not user friendly -too technical.!
USABILITY :! not optimized!
TRACKING :! Google Analytics and KPIs not in place. !
TRAFFIC :! hundreds of microsites for local campaigns, media investement not driving traffic.!
BACK & TOOLS:! silos approach, tools not integrated or not used!
MOBILE:! no mobile presence!
2011 Audit: Websites, Analytics, Mobile
14 14 EMEA 27.286 fans spread over 12 fanpages = 2273 fans per page on average
2011 Audit Social Media: Fans dissemination
avg. 2.273 fans per page
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Goodyear Thailand Theme: promotion #fans: 22.000
Goodyear USA Theme: Nascar, US Army & blimp #fans blimp: 12.000
Goodyear France Theme: security #fans: 11.000
AGGRESSIVE
COST PLAYER
FAMILY
the borderless internet…
Ranks first in Facebook search due to popularity…
2011 Audit Social: inconsistent positioning
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1 Define key channels
2 Build harmonized architecture and brand consistency
3 Start tracking and build KPIs framework and scorecards
4 Traffic building strategy
Digital Strategy definition
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Transformative vision involve radical changes: Focus on behavior change not on tools!
The goal: everyone understands the vision
Kick-start the Digital Engagement
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Kick start the Digital Engagement
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DECENTRALIZED CENTRALIZED HUB AND SPOKE
2011 2012 2013
Digital Organization Evolution
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TRAFFIC
search engines
spontaneous access
Brand Websites
offline conversion
social media
ATL/ BTL partners hips
EVALUATION DISCOVERY
DISCOVERY
DISCOVERY
DISCOVERY
BUY
POST BUY FEEDBACK + SUPPORT REQUESTS
EVALUATION
Social Media
Back end tools
Building the Digital Ecosystem
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New sites live Jun 2012
Target: ROPO, IN THE MARKET Focus on: CONVERSION and PRODUCT HOW: § Full redesign and review of the purchase funnel § Introduction EU labeling § Common architecture: same wireframes and
template for all brands, differentiation at CSS level: time to market for +145 sites 2 days/brand , total 1 week (vs previous 18months)
§ User centric approach content and usability § Google Analytics and KPIs
2011
Key channels: Websites
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Target: ROPO, Mobile users Focus on: CONVERSION, ENGAGEMENT. Link OFFLINE to ONLINE HOW: § Mobile site § Product pages in responsive design § QRCODE activation § Tablets optimization § Maintained through same CMS § Common architecture for all brands § Google Analytics and KPIs
Mobile sites live Jun 2012
Key channels: Mobile
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One Fan page yes, just one.
Key channels: Social Media
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80.000
90.000
100.000
110.000
120.000
130.000
140.000
150.000
160.000
170.000
180.000
1st January 1st Febuary 1st March 1st April 1st May 1st June 1st July 1th August
Dunlop Total
Introduction of Community Management
Introduction of Art Car Campaign
Migration of Dunlop Facebook Pages
Introduction of Art Car Facebook Advertising
*Also includes country level campaigns
Introduction of Iberia 125 Application and
FB Advertising
Facebook: One Page approach Facebook: One Page approach
Fans growth Goodyear: Jan 94K to Oct 122K = +29.7% Dunlop : Jan 101K to Oct 182K= + 80.1
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BROCURES LOCALIZATION
TOOL
INTERNAL MERCHANDISING
ONLINE TOOL
LOCALIZATION MANAGEMENT
TOOL
MULTIMEDIA DAM
CMS TRIDION
TRANSLATION WORD SERVER
Back-end tools: silos approach
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MULTIMEDIA DAM
TRANSLATIONS WORD SERVER
CMS TRIDION
Back-end tools: harmonized ecosystem
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Online traffic dispersion
Integrating local microsites into brand websites
Traffic building strategy
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Cost saving: !not buying and maintain a separate domain!!Traffic: !driving traffic to websites!!Sell out campaign: !Spain, Hungary, Czeck Republic, Slovakia!!
+135,33 % increase in visits
Traffic building strategy
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16 Countries 4 winners per country The awards Winner Design applied on to Ferrari 458 Award dinner 1000 Euro Pair of tickets to Le Mans 24H Behind the scenes tour at Le Mans test day
Contest duration: March 18th to May 22nd (9 weeks) Wave 1: promote the contest through community management
Wave 2: contest open to users with design softwares
Wave 3: contest open to everbody with easy 3D drawing tool
Wave 4: Post contest, drawing tool app availability as standalone
Design the Drive
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Total number of entries= +532% vs 2011
Design the Drive
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Design the Drive
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Objectives:
§ Fanbase building § Brand building
Prize:
Reward a Dunlop Fan with an outstanding driving experience.
Timing
24th June – 15th July (+3weeks)
Activation
§ Likegate § Viral mechanism + FB Adv § Website activation
La ruta de tus suenos
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+ 30.000 fans in 3 weeks
La ruta de tus suenos
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Mates on a Mission
§ Viral video production § Social media engagement
(Facebook, YouTube) § Activation in 4 countries: Czech
Republic, Germany, Romania, Slovenia
Objective
§ Set Sava brand equity B2B § Positive association rather than
prompted awareness B2C
Sava Mates on a Mission: concept
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Sava Mates on a Mission
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CAMPAIGN ACTIVATION (VIRAL BOOSTS) “ periodic boosts of increased advertising
CONTINUOUS ACTIVATION “
Sava Mates on a Mission: activation
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Fans growth Sept-Dec 2012: 0 to 30k fans Jan-Oct 2013: 30k to 70K
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Sava Mates on a Mission: content strategy
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Luisella Giani Head of Digital EMEA
@luisella! luisella.giani! linkedin.com/in/luisellagiani!