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Hercules Trophy is a Teambuilding 2.0 concept, through the connection of the online and offline Hercules vibes of the fans.Why is Social Media so important in our overall Marketing and Sales Strategy?Social Media helps Hercules Trophy to support the internationalisation of the brand and to enlarge the community of worldwide fans. Through online Word of Mouth we can actually Flip The Funnel.
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Why engage in social media?
#htrophy
Hercules Trophy
A super charged inter-company sporting
team day, which builds camaraderie, embraces
networking and promotes company loyalty…
Hercules Trophy unites corporate teams with:
Beautiful venues everywhere in the world
An ideal mix of 12 different challenges
Planning, safety and fun
Quality catering all day long
A fabulous crew that is fan of the concept
Solid sponsors supporting the experience
Mascot Herculix who inspires fans to make the world a better place
Captains briefing, Opening ceremony, Dinnerparty with Awards
The online community driving the event
Active in starting in
actively planning
to go to
Teambuilding 2.0
New dimension to teambuilding and networking
Hercules vibes during event last much longer, because of online
community loyal Hercules fans.
Fans share experiences on Facebook/Twitter/Flickr/YouTube
Connection of off- and online vibes makes Hercules Trophy a genuine
2.0 concept
| February 7, 2011 | slide 4Hercules Trophy 2010
Internet: from information to social platform
Contemporary consumer…
Is a postmodern nomad
Uses his impact
Shows emotions
Is part-time marketer
| February 7, 2011 | slide 5Hercules Trophy 2010
Whuffie = social capital
Marketing 3.0
Product MarketingMarketing 1.0
SolutionMarketingMarketing 2.0
ExperienceMarketingMarketing 3.0
Purpose Sell products Customer satisfaction Change the world
How we look at the market
Tons of buyers withmaterial needs
Smart consumers withheart and head
Complete human beings
Important Product development Differentiation Values
Guidelines Product specification Positioning of companyand product
Company vision, mission, values
Value proposition Functional Functional and emotional
Functional, emotionaland spiritual
Interaction withconsumers
One 2 many One 2 one Many 2 Many
| February 7, 2011 | slide 6Hercules Trophy Confidential 2011
P. Kotler: from product, over solution to experience marketing
Turning customers into
advocates spreading the word
| February 7, 2011 | slide 7Hercules Trophy Confidential 2011
60 companiestelling their
friends
300 newcontacts withhigher hitratio
Why we value social media
SEO
Reach: your customers are there. So are your competitors
Positive/negative online word of mouth
Flexibility/Efficiency: You can easily adapt in changing environment
Cost: free! Cf. @karikorkiakoski: "Marketing in the future is like sex.
Only the losers will have to pay for it“
Main goal is to support the internationalization of our
brand and enlarge our community of worldwide fans
| February 7, 2011 | slide 10Hercules Trophy 2010
Welcome to Nordstrom
“We’re glad to have you with our Company. Our number one goal is to
provide outstanding customer service. Set both your personal and
professional goals high. We have great confidence in your ability to
achieve them.
Nordstrom Rules: Rule #1: Use best judgment in all situations.
There will be no additional rules.
Please feel free to ask your department manager, store manager, or
division general manager any question at any time.”
| February 7, 2011 | slide 11Hercules Trophy 2010
Impact on communication
Think glocal
24/7 vigilance
Scale/react fast
Let it go and allow co-creation
Lever effect by fans/ambassadors
Drives internal culture
Decrease of e-mails
Trial & error
| February 7, 2011 | slide 12Hercules Trophy 2010
So….jump and join the conversation!
Become industry expert
Contests, targeted actions,… are (very) helpful
Observe consumers first. Then facilitate. When confident:
participate
Myth 1: “people only talk about popular brands”*
Myth 2: “conversations are mostly negative”*
Hang on!
*InSites Consulting
| February 7, 2011 | slide 13Hercules Trophy 2010
However… bear in mind that
Authenticity is key
Content is king
Priority: first position your brand
Commercial messages (?)
CONVERSATION is in 2 ways
No political/religious statements allowed
Part of integrated MarCom strategy, offline is NOT dead!
| February 7, 2011 | slide 14Hercules Trophy 2010
Embrace the chaos (even though it’s frightening)*
No clear-cut answers in social media
Things are changing rapidly
Build flexibility into your campaigns
Tap into opportunities
* Tara Hunt
| February 7, 2011 | slide 15Hercules Trophy 2010
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