Post on 21-Jun-2015
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Commercial in Confidence – (c) purechannelapps Ltd. 2014 1
Questions/ comments: #socialretail
Omnichannel Retail: How brands can address key pain points in retailer social media marketing
Hosted by Olivier Choron, CEO and Founder, purechannelapps™
With panellist Andrew Roberts, Managing Partner, Gravity Thinking
Commercial in Confidence – (c) purechannelapps Ltd. 2014
Introduction to panellists
Olivier Choron, CEO and Founder, purechannelapps
After senior roles with Gartner, 3Com and Nortel, Olivier set up, in 2011, purechannelapps, a B2B and marketing software company specialising in social media and e-communications.
purechannelapps’ customers include Microsoft, Adobe, SAP, Xerox, McAfee, Kaspersky, Symantec, Oracle, Motorola and Mountain Hardwear/ Columbia Sports, amongst others.
Andrew Roberts, Managing Partner, Gravity Thinking
An experienced entrepreneurial marketing professional, Andrew has over 20 years experience in marketing, working for and with brands like Unilever, Diageo, Virgin and BAA.
In 2007, with his business partner, Andrew set up Gravity Thinking, with the aim of being a new agency for a new age of digital, building brands through digital and social media for brands like Calloway, Specialized Bikes and Unibet.
“Omni-channel…is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Simply put, omni-channel is multi-channel done right!”
John Bowden, Senior VP Time Warner Cable
WHAT IS OMNICHANNEL?
BRANDS ARE NO LONGER IN CONTROL
THE NEW FUNNEL
THE CONSUMER IS NOW IN CHARGE
CONSUMERS WANT KNOWLEDGE
BRANDS CAN CONTROL CONTENT
NEED TO ENSURE CONTENT IS BETTER, RICHER, ENGAGING, AND VARIED
BIGGEST CONTENT MARKETING CHALLENGE
SOCIAL MEDIA NEEDS TO BE CONSIDERED PROPERLY
IF CONTENT IS KING, DISTRIBUTION IS THE KINGMAKER
IF CONTENT IS FIRE, SOCIAL MEDIA IS GASOLINE
#1 TREAT EVERY POST WITH THE CARE AND ATTENTION OF A CAMPAIGN AD
#2 ELEVATE YOUR BEST CONTENT
BEYOND YOUR FISH POND
#3 PREPARE TO ACT QUICKLY
#4 ALWAYS ADD VALUE
#5 MEASURE IT PROPERLY, LISTEN AND LEARN
#5 PRINCIPLES APPLIED
#1 TREAT EVERY POST WITH THE CARE AND ATTENTION OF A CAMPAIGN AD
CAMPAIGN AD
#2 ELEVATE YOUR BEST CONTENT BEYOND YOUR FISH POND
#3 PREPARE TO ACT QUICKLY
#4 ALWAYS ADD VALUE
#5 MEASURE IT PROPERLY, LISTEN AND LEARN
Commercial in Confidence – (c) purechannelapps Ltd. 2014
What if there was a tool that could help you use social to its best effect and overcome these barriers?
Commercial in Confidence – (c) purechannelapps Ltd. 2014
Content Distribution Pain Points
Brands struggle to involve employees and external advocates when communicating to customers/ prospects.
Retailers have little time to syndicate content from the brands they carry.
FMCG brands struggle to get their
messages out.
Commercial in Confidence – (c) purechannelapps Ltd. 2014
Social Media Amplification: socialondemand®
Extensive analytics
Multi-tier global content creation and approval workflow
Comprehensive filtering
Leverages social APIs
Commercial in Confidence – (c) purechannelapps Ltd. 2014
The posts are published automatically on the retailers’ social network(s), if they have selected this option.
Social Media Amplification: socialondemand®
Brands inputs news items (and tag them)
Commercial in Confidence – (c) purechannelapps Ltd. 2014
Brand managers create posts
They set the post category and customer targets
They set the ‘territory’ the post is applicable to
Social Media Amplification: socialondemand®
Commercial in Confidence – (c) purechannelapps Ltd. 2014
The posts are published automatically on the partners’ social network(s), if they have selected this option.
Social Media Amplification: socialondemand®
Employees and retailers receive the news by email and login, to view/ edit/ schedule/ post the items
Commercial in Confidence – (c) purechannelapps Ltd. 2014
Retailers/ sales staff receive an email with ONLY the content they are interested in.
They click on ‘Edit/ Publish’.
Social Media Amplification: socialondemand®
Commercial in Confidence – (c) purechannelapps Ltd. 2014
Social Media Amplification: socialondemand®
Retailers login to their portal.
They can view, edit and schedule all versions of the posts (Twitter, Facebook, LinkedIn, Xing).
They can send to all selected social networks (one button to all networks).
Commercial in Confidence – (c) purechannelapps Ltd. 2014
The posts are published automatically on the partners’ social network(s), if they have selected this option.
Social Media Amplification: socialondemand®
The news items are posted on the partners’ social network(s)
Commercial in Confidence – (c) purechannelapps Ltd. 2014
The posts appear as if posted by the partners.
Commercial in Confidence – (c) purechannelapps Ltd. 2014
The posts are published automatically on the partners’ social network(s), if they have selected this option.
Social Media Amplification: socialondemand®
Followers (buyers) read the posts, click on the links and call the retailers or visit their shops!
Commercial in Confidence – (c) purechannelapps Ltd. 2014
Social Media Amplification: socialondemand®
Followers (buyers) click on the short url, and go to the original ‘content’.
They can also complete a ‘contact form’ to get in touch with the retailers.
Commercial in Confidence – (c) purechannelapps Ltd. 2014 32
• Brand messages can reach much wider audiences, as they can
leverage their retailers, employees and other brand advocates.
• Content reaches those that count, the consumers, through those who can actually sell and influence, the retailers.
• Easy for partners to become ‘socially active’ (3 clicks)
• It empowers partners with compliant content (closer engagement with the brand and more socially active)
• Enterprise-class platform (27 languages) enabling the distribution of social media content globally
• Cost-effective solution, with an SEM-smashing cost per click of just $0.09/ $0.35
Results and Benefits
Commercial in Confidence – (c) purechannelapps Ltd. 2014 33
Case Study: Mountain Hardwear
Mountain Hardwear approached us in September 2013 to help improve its retail partner social media activity.
Mountain Hardwear experienced a number of challenges which led them to look at incorporating their retailer network within their social media programme:
• Advent of online retailing/social media has affected how consumers are making purchase decisions.
• Consumers are making purchase decisions based on awareness of brands.
Mountain Hardwear saw a gap between their own social media activity, and how their retailers supported their brand.
Commercial in Confidence – (c) purechannelapps Ltd. 2014 34
Mountain Hardwear Case Study: Approach and Solution
Being a vibrant and dynamic organisation, Mountain Hardwear chose to partner with a company which reflected its own core brand values and ethics.
Mountain Hardwear adopted socialondemand in September 2013, which allowed them to:
•Syndicate rich social media content to their partners.
•Target content and campaigns to specific groups of retailers locally, regionally or globally to reach the right consumer audience.
•Build a consistent presence both on their own profiles, but also on the social media profiles of their partners, athletes and other advocates.
Commercial in Confidence – (c) purechannelapps Ltd. 2014 35
Mountain Hardwear Case Study: Results
Commercial in Confidence – (c) purechannelapps Ltd. 2014 36
Thank you.Olivier ChoronCEO and Founder, purechannelappsolivierc@purechannelapps.com+44 (0)7876 472 461 / @purechannelapps
Andrew RobertsManaging Partner, Gravity Thinkingandrew@gravitythinking.com+44 203 141 7703 / @GravityThinking
Questions/ comments: #socialretail