Lessons from Global Brands in the Social & Digital Age
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The document summarizes a presentation given by Marc de Swaan Arons on the challenges and opportunities facing global brands in the social and digital age. The top three challenges identified are social marketing, defining brand purpose beyond CSR, and organizing marketing globally. The presentation argues that purposeful brands with ambitious levels of brand purpose and open organizations that engage consumers across communication channels will be most successful. Organizations must train employees to equip them for social marketing and ensure guidelines and programs are in place.
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Lessons from Global Brands in the Social & Digital Age
- 1. Lessons from Global Brands … In the Social & Digital Age Marc de Swaan Arons Chairman EffectiveBrands Istanbul, December 5th 2012 Unleashing Global Marketing Potential™
- 2. Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam,a Special Day … Today is New York, Singapore
- 3. Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore December 5th … in Holland
- 4. Marc de Swaan Arons Dutch & American 25 Years Global Marketing Experience Co-Founder EffectiveBrands Advisor to CMOs and Global Brand Heads 18 years in New York
- 5. Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore About EffectiveBrands 75 Marketing Consultants, 25 Nationalities 5 Offices: New York, London, Amsterdam, Singapore and Tokyo
- 6. Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York,Turkey EffectiveBrands in Singapore
- 7. Our 3 focus areas What we do 1. Marketing Strategy 2. Marketing Structure 3. Marketing Training Unleashing Global Marketing Potential™ Marketing Excellence • Page 7
- 8. Today 1. Top 3 marketing challenges 2. Purposeful positioning 3. Organizing for social Unleashing Global Marketing Potential™ Nuromol Gemini Analysis • Page 8
- 9. Since 2002: The Leading Global Brands study 300 Global Brands 3,000 Global Marketing Leaders 30,000 Global Brand Contributors
- 10. 1. Top 3 challenges
- 11. # 1 – Social marketing
- 12. The Solar Panel Question: It’s the right thing to do, but … The solar panel question
- 13. What happens in Vegas no longer stays in Vegas
- 14. New roles & responsibilities
- 15. # 2 – Defining brand purpose
- 16. Way beyond CSR
- 17. Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam,Global New York, Singapore Differentiation in a transparent world Unleashing Global Marketing Potential™ EB Strategy Meeting • Page 17
- 18. Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Rallying the troops
- 19. # 3 – Being global
- 20. There are only local markets
- 21. So what does it take to win?
- 22. Brand Purpose & Organizational Openness Brand Purpose Ambition Level Marketing Organization Ambition
- 24. What’s Your Brand Purpose Ambition? Purposeful Brand Purpose Ambition Emotional Functional
- 25. Functional: HTC Online Advertising
- 26. Emotional: Stella Artois La Societe
- 29. Today: Dove Ad Makeover
- 32. Dulux – 60 Seconds
- 33. Summary: The Purposeful Organization Opportunity Purposeful Brand Purpose Ambition Emotional Functional
- 34. Today 1. Top 3 CMO challenges 2. Purposeful positioning 3. Organizing for social Unleashing Global Marketing Potential™ Nuromol Gemini Analysis • Page 34
- 35. Social makes new demands on the Organization From Local 360° to Global 365 Global 365 Consumer Needs Conversation Fuel 365 Global Always On Touch Points
- 36. 365 Always On Conversations: Heineken Quarterly Monthly Daily Hourly Real Time In-Store Displays TV Buying Facebook Status Twitter Replies Football App
- 37. Shifting roles Global Local Agencies Partners Consumers
- 38. Organizing Marketing for Social Purpose Brand Purpose Ambition Level Emotional Functional Push Engage Open Marketing Organization Ambition
- 39. Who has a role to play? Functions Communication Channels
- 40. Who has a role to play? Functions Communication Channels
- 41. ….. Everyone in the organization! Functions Communication Channels
- 43. Social marketing training programs
- 44. Social marketing guidelines Social Communication Guidelines Engagement Flowcharts Crisis Response Plans 1. Know and follow IBM's Business Conduct Guidelines. 2. IBMers are personally responsible for the content they publish on-line 3. Identify yourself—name and, when relevant, role at IBM—when you discuss IBM 4. Use a disclaimer such as … 5. Respect copyright, fair use and financial disclosure laws. 6. Don't provide confidential or other proprietary information. 7. Don't cite clients, partners or suppliers without approval. 8. Respect your audience. 9. Be aware of your association with IBM in online social networks. 10. Don't pick fights, be the first to correct your own mistakes. 11. Try to add value. 12. Don't use IBM logos or trademarks unless approved
- 45. Online resources
- 47. Social Marketing Training programs
- 49. Purposeful brands and Open Organizations will win Purpose MISSED OPPORTUNITY Brand Ambition Level High Emotional Medium Functional Basic RISK Push Engage Open Marketing Organization Ambition
- 50. In Summary ….
- 51. Today 1. Top 3 CMO challenges 2. Purposeful positioning 3. Organizing for social Unleashing Global Marketing Potential™ Nuromol Gemini Analysis • Page 51
- 52. Top 3 CMO challenges
- 55. Open & Purposeful Organizations will win Purpose MISSED OPPORTUNITY Brand Ambition Level High Emotional Medium Functional Basic RISK Push Engage Open Marketing Organization Ambition
- 56. Want to learn more? ….
- 57. Tomorrow: Winning Brand Leadership Workshop Universal Truth Purposeful Positioning Total Experience What + How = Global Marketing Effectiveness
- 58. THANK YOU Unleashing Global Marketing Potential™ Nuromol Gemini Global Marketing Potential™ Unleashing Analysis • Page 58
- 59. 3 Questions for you to consider … 1. Are you honest to yourself about your brand’s purpose? 2. Is your organization appropriately organized? 3. Do you have the training programs to equip your teams?
- 60. First 25 get FREE book Feedback/Questions? marc@effectivebrands.com Unleashing Global Marketing Potential™ Nuromol Gemini Global Marketing Potential™ Unleashing Analysis • Page 60
- 61. Thank you NEW YORK AMSTERDAM 648 Broadway, Ste 502 Singel 540 New York, NY 10012 1017 AZ Amsterdam USA The Netherlands T: +1 212 358 9638 T: +31 20 330 2636 LONDON SINGAPORE 28-30 Little Russell Street 17A Duxton Road London WC1A 2HN Singapore 089483 United Kingdom Singapore T: +44 207 831 8444 T: +65 6221 3693 TOKYO World Udagawa Bldg 6F 36-6, Udagawa-cho, Shibuya-ku Japan T +81 3 6855 7845 info@effectivebrands.com Unleashing Global Marketing Potential™ Nuromol Gemini Analysis • Page 61 Unleashing Global Marketing Potential™