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Over the last 12-18 months we have been particularly active helping many of our clients organize for their Social Marketing programs. What we are finding is that there is no shortage of expertise to help define what type of social marketing programs to run, but almost no expertise around to help define how to integrate social marketing into the overall global brand strategy, how to shape social marketing roles and responsibilities, and how to train marketers for social marketing proficiency. We have helped develop digital/social marketing capability programs for Unilever, Hershey, Campbell, Virgin and Shiseido and if this is of interest to you, I would be happy to take you through some of the key learning, insights and case studies, as well as our experience and expertise in the area. Send an email to [email protected] and we will have a call scheduled in the near future.
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Unleashing Global Marketing Potential™
Organizing Marketing for Purposeful Brand Growth in a Social Age Marc de Swaan Arons Chairman EffectiveBrands
ANA, October 13, 2012
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
Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Clients: Heads of Marketing/CMO
Unleashing Global Marketing Potential™
Marketing Excellence • Page 4
What we do
1. Marketing Strategy
Our 3 focus areas
2. Marketing Structure 3. Marketing Training
Organizing Marketing for Growth Study
What it takes to win in Marketing:
1. The role of marketing
2. The right marketing structure
3. Equipping marketing for success
4. Winning marketing leadership traits
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 6
1. Top 3 CMO challenges
2. Purposeful positioning
3. Organizing for social
Today
Since 2002: The Leading Global Brands study
300 Global Brands
3,000 Global Marketing Leaders
30,000 Global Brand Contributors
1. Top 3 challenges
# 1 – Social marketing
Nothing New …
The Solar Panel Question: It’s the right thing to do, but …
The solar panel question
What happens in Vegas
no longer stays in Vegas
Social roles & responsibilities
# 2 – Defining brand purpose
Way beyond CSR
Unleashing Global Marketing Potential™
EB Strategy Meeting • Page 17
Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Global
Differentiation in a
transparent world
Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore
Rallying the troops
# 3 - Going global
There are only local markets
So what does it take to win?
Brand Purpose & Organizational Openess
Bra
nd
Pu
rpo
se A
mb
itio
n L
eve
l
Marketing Organization Ambition
Purposeful
Positioning
Purposeful Positioning
What’s Your Brand Purpose Ambition?
Emotional
Purposeful
Functional
Bra
nd
Pu
rpo
se A
mb
itio
n
Functional: HTC Online Advertising
Emotional: Stella Artois La Societe
Purposeful Positioning
Summary: The Purposeful Organization Opportunity
Emotional
Purposeful
Functional
Bra
nd
Pu
rpo
se A
mb
itio
n
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 31
1. Top 3 CMO challenges
2. Purposeful positioning
3. Organizing for social
Today
Social makes new demands on the Organization
From Local 360° to Global 365
365 Conversation Fuel
365 Always On
Global Consumer Needs
Global Touch Points
365 Always On Conversations: Heineken
Quarterly In-Store Displays
Monthly TV Buying
Daily Facebook Status
Hourly Twitter Replies
Real Time Football App
Global Consumers Partners Local Agencies
Shifting roles
Organizing Marketing for Social
Push Engage Open
Emotional
Purpose
Functional
Bra
nd
Pu
rpo
se A
mb
itio
n L
eve
l
Marketing Organization Ambition
Communication Channels
Fun
ctio
ns
Who has a role to play?
Communication Channels
Fun
ctio
ns
Who has a role to play?
Communication Channels
Fun
ctio
ns
….. Everyone in the organization
Social marketing training programs
Social marketing guidelines
Engagement Flowcharts Social Communication Guidelines
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
Crisis Response Plans
Online resources
Social Marketing Training programs
Reverse mentoring
Immersions visits
Purposeful brands and Open Organizations will win
Basic
Medium
High
Push Engage Open
Emotional
Purpose
Functional
Bra
nd
Am
bit
ion
Lev
el
Marketing Organization Ambition
RISK
MISSED OPPORTUNITY
In Summary ….
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 48
1. Top 3 CMO challenges
2. Purposeful positioning
3. Organizing for social
Today
Top 3 CMO challenges
Purposeful Brands
http://www.thecoca-colacompany.com/socialmedia
Open Organizations
Open & Purposeful Organizations will win
Basic
Medium
High
Push Engage Open
Emotional
Purpose
Functional
Bra
nd
Am
bit
ion
Lev
el
Marketing Organization Ambition
RISK
MISSED OPPORTUNITY
3 Questions for the flight back …
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?
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 54 Unleashing Global Marketing Potential™
Feedback/Questions?
First 25 get FREE book
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 55 Unleashing Global Marketing Potential™
THANK YOU To the entrants of the Advertising Age Global Cover Competition
Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore About EffectiveBrands
We are the only marketing
consultancy focused on
unleashing global marketing
potential.
We frequently publish thought
leadership pieces and we are
often referenced in business
and marketing publications.
We were all marketers in a previous life so all our programs and tools are practical and results driven.
We help marketers build and embed global marketing strategy, structure, and capability programs.
We work with our clients to understand the receiving-end perspective.
Our tailored solutions build internal capability and create internal support for change from the start.
Global Marketing Expertise Developing and Embedding Practical
75 Global Marketing Consultants, 25 Nationalities
5 Offices: New York, London, Amsterdam, Singapore and Tokyo
Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Global Brand CEO Challenger Board
Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Global marketing expertise
Recognized Expertise Global CMO Board Publications
Unleashing Global Marketing Potential™
Marketing Excellence • Page 59
Global marketing effectiveness roadmap
Unleashing Global Marketing Potential™
Marketing Excellence • Page 60
What to Stand for Where to Grow Equip for Growth How to Deliver
Global Marketing Strategies and
Priority Countries to support the turnaround
Purposeful Positioning to transform the
category and drive employee
engagement
Built an efficient and empowered
organization for global leverage and local
relevance
Created the proprietary Hershey’s Way of
Marketing, rolled-out in trainings around the world
Purposeful Positioning with local
lenses to uniquely capture differences in
category meaning
Growth strategies for global brands Scholl and Durex,
deployed to the local organizations to
define their marketing tasks
Defined and embedded a new way of working throughout the Bacardi marketing community to deliver
transformative change
Developed the marketing framework
and marketing academy curriculum,
trained 35 priority countries
in key modules
Global marketing effectiveness programs
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 61
Thank you
LONDON 28-30 Little Russell Street London WC1A 2HN United Kingdom T: +44 207 831 8444
NEW YORK 648 Broadway, Ste 502 New York, NY 10012 USA T: +1 212 358 9638
SINGAPORE 17A Duxton Road Singapore 089483 Singapore T: +65 6221 3693
AMSTERDAM Singel 540 1017 AZ Amsterdam The Netherlands T: +31 20 330 2636
Unleashing Global Marketing Potential™
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