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Cluj Social Media Summit  December 2010
My name is Grant McKenzie and I serve the  KING of beer in ROMANIA
Archetypes Creator Explorer Innocent Jester Lover Ruler Magician Regular Guy Outlaw Sage Hero/warrior Caregiver All great stories tend to revolve around classic archetypes
The Ruler archetype ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The  KING’s   journey  started in  Cluj  in 1878. And it carried him  through-out Romania
To be a true  KING , he had to constantly  demonstrate the qualities of a  ruler: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Most importantly to stay in touch with his people – to  communicate and engage  The ruler must inspire his people but must also be inspired by them
So our Digital journey will look at ,[object Object],[object Object],[object Object]
In  2009  the KING was not  engaging his public ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Ruler knows that the best thing to do to avoid chaos is to  take control.
So were we are in  2010? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Facebook  is the center of URSUS social media activation The  biggest Facebook community  for a beer brand in Romania
YouTube  is used to drive awareness for the video content generated Over  19,000  views of the videos uploaded to the channel were made in the first three months
IT STARTED WITH A VISION ,[object Object],[object Object]
And then, with our agency partners, we made a plan…
Describing the URSUS  digital assets SEO SMS / MMS / Video / Advertising Special branding Mobile Marketing Social Media Marketing   Email  Marketing Newsletter inserts Contextual ads Social ads (Facebook) Content Online games SEO Widgets Special projects Display advertising Text ads Content platforms … . Traditional banners Bluetooth apps. Main Platform
And wrote an URSUS digital plan
And then we began… socialising ….
[object Object],[object Object],[object Object],TIFF
[object Object],[object Object],[object Object],World Cup
[object Object],[object Object],[object Object],[object Object],[object Object],Football campaign
[object Object],[object Object],[object Object],[object Object],[object Object],URSUS Cluj Fest
The Ruler is ready to accept both his  victories and his failures . He does not blame others. So what’s to learn – what’s the advice?
So if you don’t know where you are going any route will do!? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing principles remain the same ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The SM details ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Are clients in Romania the problem?
And Finally…. let’s continue  the King’s journey together
The KING wants to hear from you -Cluj  VIP  program - ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
www.ursus.ro/clujvip
The quality of a leader is reflected in the standards they set for themselves

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Sms cluj 2010, the king's journey, grant mc kenzie, ursus

  • 1. Cluj Social Media Summit December 2010
  • 2. My name is Grant McKenzie and I serve the KING of beer in ROMANIA
  • 3. Archetypes Creator Explorer Innocent Jester Lover Ruler Magician Regular Guy Outlaw Sage Hero/warrior Caregiver All great stories tend to revolve around classic archetypes
  • 4.
  • 5. The KING’s journey started in Cluj in 1878. And it carried him through-out Romania
  • 6.
  • 7. Most importantly to stay in touch with his people – to communicate and engage The ruler must inspire his people but must also be inspired by them
  • 8.
  • 9.
  • 10. The Ruler knows that the best thing to do to avoid chaos is to take control.
  • 11.
  • 12. Facebook is the center of URSUS social media activation The biggest Facebook community for a beer brand in Romania
  • 13. YouTube is used to drive awareness for the video content generated Over 19,000 views of the videos uploaded to the channel were made in the first three months
  • 14.
  • 15. And then, with our agency partners, we made a plan…
  • 16. Describing the URSUS digital assets SEO SMS / MMS / Video / Advertising Special branding Mobile Marketing Social Media Marketing Email Marketing Newsletter inserts Contextual ads Social ads (Facebook) Content Online games SEO Widgets Special projects Display advertising Text ads Content platforms … . Traditional banners Bluetooth apps. Main Platform
  • 17. And wrote an URSUS digital plan
  • 18. And then we began… socialising ….
  • 19.
  • 20.
  • 21.
  • 22.
  • 23. The Ruler is ready to accept both his victories and his failures . He does not blame others. So what’s to learn – what’s the advice?
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. And Finally…. let’s continue the King’s journey together
  • 29.
  • 31. The quality of a leader is reflected in the standards they set for themselves