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Drupal Summit28 September 2011
Keeping the dream alive...
Jan Schoovaerts
Director Branded Outlets
AB InBev
Marketeer 15+
International
ICT to FMCG
The means to an end
Belgian Beer Café is an AB InBev franchise concept that promotes
the Belgian beer and café culture throughout the world
Engage with Consumers
Engage with Investors
Engage with Partners
?
Challenge
Consumers Investors Partners
Think (ratio)
Learn about Belgian beer, culture
ROI Gain knowledge to improve quality and service
Feel (emotional)
Welcome, authentic, convivial
Unique formula, believe, excitement
Supported, part of a family
Do (call to action)
Visit / Sample beers Contact to become a Partner
Active participation in BBC community
Limited Resources
Social Media integration
Control content
Boost traffic and interaction consumer website
Invite business investors
Dialogue through partner website
how?
Measure results
Creative solutions to combat limited resourcesalso have pitfalls...
Having a Trojan “Rabbit” is not enough.You need to get the execution right…
• Engage
Business objectivesDo not become a prisoner of your (digital)
agency
Empowerment over your content
Build editorial capability
But it needs to look good......Split content from presentation
Operations Manual for BBC staff
No run-off-the-mill design
Headline grabbing carroussel
Flexible content blocks
IP address location-based service
Social Media integration
Polls Google Maps integration
Door mat
Social Media integration
Audio file integration
Content links
Text placement templates
Extranet capability
Account management
Forums
E-learning
Video integration
E-learning integration (moodle)
Limited Resources
Social Media integration
Control content
Boost traffic and interaction consumer website
Invite business investors
Dialogue through partner website
Quid?
Measure results
+290% visitors
Steady lead flow
E-learning – Forums
+217% ‘Likes’
Editorial+conversational teamIn-house Analytics reporting
What’s new?
THANK YOU
