The presentation outlined Guinness' strategy to develop an online community through social media and CRM. It discussed evolving from a traditional CRM model to a social CRM approach focused on listening, conversing, co-creation, and evangelism. The strategy involves using social media tactics like content and events to engage different user types from advocates to prospects to non-drinkers. It aims to start building brand relationships in Stage 1 and progress users through stages of the CRM funnel to become loyal customers and advocates. The task involved devising tactics for each user type and extending them into social CRM activities.

1. 1

2. ‘Rise Together’
Developing the Guinness Online Community
from Social Media to CRM
BBDO/Proximity
1 December 2010

3. Introductions
Richard Fraser Douglas Lin
Regional Managing Director Head of Digital Strategy
Proximity Asia Proximity Singapore
@mcfrizz @dlin
Paul Bisson
Marketing manager of
Guinness & Dark Beer
Asia Pacific Breweries (APB)
3

4. 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

5. 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

6. Digital and Social are
shaping crm strategies

7. Traditional CRM Model
Stimulate and Identify & Qualify
Retain Customers Prospects
CRM
Activate and Onboard Acquire and Convert
Customers to Customers

8. The Rise of the Social Consumer
“When motivated or inspired, the social consumer can exact change through
the unification of conversation”

9. 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

10. 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

11. Social CRM requires A
Different Approach
LISTENING
CO-CREATION CONVERSING
OBJECTIVES
EVANGELISE

12. Listening
LISTENING Ongoing monitoring of
customer conversations
about your Brand
CO-CREATION OBJECTIVES CONVERSING
EVANGELISE

13. Listening – Gatorade

14. Conversing
Participating in and
LISTENING
stimulating real time, two
way conversations – no
longer only outbound
communications
CO-CREATION OBJECTIVES CONVERSING
EVANGELISE

15. Conversing – beinggirl.com

16. Evangelise
Find and nurture your
LISTENING
revolutionaries. Harness
brand advocates to
evangelise, help sell, and
connect the Brand with
others
CO-CREATION OBJECTIVES CONVERSING
EVANGELISE

17. Evangelise
M&Ms mbassador Best Buy Twelpforce

18. Co-creation
Encouraging and enabling
customers to collaborate
LISTENING
and co-create, generating
ideas and helping
contribute to creating and
improving products and
services
CO-CREATION OBJECTIVES CONVERSING
EVANGELISE

19. Co-Creation

20. Social CRM is not a new “thing” that
replaces CRM, it’s simply an evolution
of what CRM has always been.

21. 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

22. Redefining Customers
Content
Aggregators Content
Aggregators
Detractors
The
“Not Applicable’s” Prospects Consumers
Purchaser Ex-Customers
Comparers
Advocates Detractors
Information Advocates
Gatherers
Shift from “Consumer” to “User”

23. Traditional Sales Funnel
23

24. Funnels - CRM and SM
Target
Universe
Understand
&
Quan7fy Wall
Posts
Iden7fy
Opportuni7es Likes
Sales
Process Comments/Crea7on
Point
of
Purchase Crea7ng
Connec7on
First
Purchase
Addi7onal
Purchase
Advocacy
Word
of
Mouth 24

26. 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

28. 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.

30. The Brand Campaign Support Creative
60 & 30 FILM
OUTDOOR
PRINT

31. Website Landing Page

32. Website Team Registration

33. Website Team Profile & Progress

34. Facebook Page Mirror Application

36. On Trade Bar Mats

39. Traditional On Trade Bar Mats

40. Off Trade Gondola End

41. Off Trade Promotional Staff

42. Internal Branding Lift Decal

43. Internal Branding Stair Decal

44. Internal Branding Reception Decal

46. Rise Together
CRM: Personal User
Stage 3 Purchase and Consumption Advocacy or Depth
behavior
Creating Connection:
Stage 2 Personal Data including
The start of CRM
outside of FB platform
contact information Brand
Relationship
with Users
Creating Interest:
Stage 1 "Fans", Likes, etc
Broad General
Information
or Breadth

47. Forecasting Opportunity
Nov 2011 Dec 2011 Jan 2011 Feb 2011 Mar 2011 Apr 2011
Campaign Activity Holiday Promo CNY St Patricks Day
Extend promotional Apr 2011
Digital Extension activities
into SM space Dec 2011 Feb 2011 Mar 2011
(content, events, etc)
Look to create “micro”,
Digital Opportunity Nov 2011 Jan 2011 non-campaign specific activities
to continue to build Stage 1
1 1 1 2 2 3
Stage Focus

48. Who drinks Question 2
Customers
Guinness?
Who
drinks beer,
Prospects
but not
Guinness?
Who doesn’t Not
drink at all? Applicable

49. 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

50. Not Applicables
Information Content
Advocates Detractors Comparers Purchaser Aggregators
Gatherers
‣ 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

51. Prospects
Information Content
Advocates Detractors Comparers Purchaser Aggregators
Gatherers
‣ 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

52. Customers
Information Content
Advocates Detractors Comparers Purchaser Aggregators
Gatherers
‣ 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

53. Q&A

54. Thanks
Richard Fraser Douglas Lin Paul Bisson
Regional Managing Director Head of Digital Strategy Marketing manager of Guinness &
Proximity Asia Proximity Singapore Dark Beer
Asia Pacific Breweries (APB)
@mcfrizz @dlin