Presentation for 5th Strategic Marketing and branding forum. Thought Global Leader. The digital transformation of a traditional business

1. 5th Strategic Marketing and Branding Forum!
The Digital Transformation
of a Traditional Business
Luisella Giani!
29th October 2013!
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2. Social Media Revolution
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3. 3

4. 4

5. Traditional Shopper Journey
IN THE
MARKET
DEALERS
RECOMMENDATION
AWARENESS
INTEREST
EVALUATION
BUY
REFERRAL
REPURCHASE
ADVERTISEMENT
FRIENDS,
RELATIVES…
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6. Online Shoppers Map
New to the Net
Reluctant
Bargain
Surgical
Enthusiast
Power shopper
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7. Who is the Super-powered Consumer ?
Consume information through Twitter
!and Facebook!
Learn about new products through
!social media and networks!
Wise towards promotions!
! Trust only relevant information!
! Appreciate conversations with the
!brand rather one –way advertisement!
! Expects brands to be active in social
!media!
! Expects brands to listen, engage and
respond!
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8. The Social Consumer Journey
IN THE MARKET
OUT OF THE MARKET
RE ENGAGEMENT
EVALUATION
BUY
DISCOVERY
SOCIAL MEDIA
MOBILE
POS
ACCESS
SOCIALMEDIA
UGC, BLOGS
FORUMS
GET SUPPORT
USE
DEALERS
DEALERS
ECOMMERCE
POST BUY
FEEDBACK
SOCIAL MEDIA
BLOGS, FORUMS
SOCIAL MEDIA
DEALERS
CALL CENTER
LEAVE
Graph based on Forrester paper
“How Does Social MediaContribute to Customer Experience? Let Us Count the Ways.”
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9. Luisella Giani
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10. The challenge
INDUSTRY:!
Tire business!
TYPOLOGY:!
Traditional company!
ORGANIZATION:!
Matrix organization, cross dept role!
BRANDS:!
Goodyear, Dunlop, Fulda, Sava!
APPLIED TO:!
Europe, Middle East, Africa, +30 languages, +45 countries,
+140 websites!
TIMING:!
18 months!
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11. Portfolio target
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12. Companies attitude towards Digital
Digital intensity
The Fashionistas
100 likes
The Beginners
1 online catalog
The Digerati
999k
100k
7k
The Conservatives
100 email sent
Transformation Management intensity
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13. 2011 Audit: Websites, Analytics, Mobile
ARCHITECTURE :!
each brand has a different architecture. 18 months
publishing time. Difficult to upload and maintain. No brand
consistency.!
TECHNOLOGY :!
old technology not compatible with mobile. !
CONTENT :!
not SEO optimized, not user friendly -too technical.!
USABILITY :!
not optimized!
TRACKING :!
Google Analytics and KPIs not in place. !
TRAFFIC :!
hundreds of microsites for local campaigns, media
investement not driving traffic.!
BACK & TOOLS:!
silos approach, tools not integrated or not used!
MOBILE:!
no mobile presence!
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14. 2011 Audit Social Media: Fans dissemination
avg. 2.273 fans per page
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EMEA 27.286 fans spread over 12 fanpages = 2273 fans per page on average

15. 2011 Audit Social: inconsistent positioning
the borderless internet…
Goodyear France
Theme: security
#fans: 11.000
FAMILY
Ranks first in Facebook search due to popularity…
Goodyear USA
Theme: Nascar, US
Army & blimp
#fans blimp: 12.000
Goodyear Thailand
Theme: promotion
#fans: 22.000
AGGRESSIVE
COST PLAYER
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16. Digital Strategy definition
1
Define key channels
2
Build harmonized architecture and brand
consistency
3
Start tracking and build KPIs framework and
scorecards
4
Traffic building strategy
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17. Kick-start the Digital Engagement
Transformative vision involve radical changes:
Focus on behavior change not on tools!
The goal: everyone understands the vision
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18. Kick start the Digital Engagement
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19. Digital Organization Evolution
2011
DECENTRALIZED
2012
2013
CENTRALIZED
HUB AND SPOKE
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20. Building the Digital Ecosystem
DISCOVERY
search engines
DISCOVERY
EVALUATION
Social Media
social media
spontaneous
access
T
R
A
F
F
I
C
DISCOVERY
ATL/ BTL
partners hips
offline
conversion
POST BUY FEEDBACK +
SUPPORT REQUESTS
Brand
Websites
DISCOVERY
Back end
tools
BUY
EVALUATION
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21. Key channels: Websites
2011
Target: ROPO, IN THE MARKET
Focus on: CONVERSION and PRODUCT
HOW:
§ Full redesign and review of the purchase funnel
§ Introduction EU labeling
§ Common architecture: same wireframes and
template for all brands, differentiation at CSS
level: time to market for +145 sites 2 days/
brand , total 1 week (vs previous 18months)
§ User centric approach content and usability
§ Google Analytics and KPIs
New sites live Jun 2012
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22. Key channels: Mobile
Mobile sites live Jun 2012
Target: ROPO, Mobile users
Focus on: CONVERSION, ENGAGEMENT.
Link OFFLINE to ONLINE
HOW:
§ Mobile site
§ Product pages in responsive design
§ QRCODE activation
§ Tablets optimization
§ Maintained through same CMS
§ Common architecture for all brands
§ Google Analytics and KPIs
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23. Key channels: Social Media
One Fan page
yes, just one.
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24. Facebook: One Page approach
Facebook: One Page approach
180.000
170.000
160.000
150.000
140.000
130.000
Dunlop
Total
120.000
110.000
100.000
90.000
80.000
1st
January
1st
Febuary
1st
March
1st
April
1st
May
Introduction of Art
Car Campaign
Migration of Dunlop
Facebook Pages
Introduction of Community
Management
Introduction of Art Car
Facebook Advertising
1st
June
1st
July
1th
August
Introduction of Iberia
125 Application and
FB Advertising
Fans growth
Goodyear: Jan 94K to Oct 122K = +29.7%*Also includes country level campaigns
Dunlop : Jan 101K to Oct 182K= + 80.1
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25. Back-end tools: silos approach
INTERNAL
MERCHANDISING
ONLINE TOOL
CMS
TRIDION
MULTIMEDIA
DAM
LOCALIZATION
MANAGEMENT
TOOL
TRANSLATION
WORD SERVER
BROCURES
LOCALIZATION
TOOL
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26. Back-end tools: harmonized ecosystem
MULTIMEDIA
DAM
TRANSLATIONS
WORD SERVER
CMS
TRIDION
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27. Traffic building strategy
Online traffic dispersion
Integrating local microsites into brand websites
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28. Traffic building strategy
+135,33 %
increase in visits
Cost saving: !
not buying and maintain a separate domain!
!
Traffic: !
driving traffic to websites!
!
Sell out campaign: !
Spain, Hungary, Czeck Republic, Slovakia!
!
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29. Design the Drive
16 Countries
4 winners per country
The awards
Winner Design applied on to Ferrari 458
Award dinner
1000 Euro
Pair of tickets to Le Mans 24H
Behind the scenes tour at Le Mans test day
Contest duration:
March 18th to May 22nd (9 weeks)
Wave 1:
promote the contest through community management
Wave 2:
contest open to users with design softwares
Wave 3:
contest open to everbody with easy 3D drawing tool
Wave 4:
Post contest, drawing tool app availability as
standalone
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30. Design the Drive
Total number of entries= +532% vs 2011
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31. Design the Drive
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32. La ruta de tus suenos
Objectives:
§
§
Fanbase building
Brand building
Prize:
Timing
Activation
Reward a Dunlop Fan with
an outstanding driving
experience.
24th June – 15th July
(+3weeks)
§
§
§
Likegate
Viral mechanism + FB Adv
Website activation
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33. La ruta de tus suenos
+ 30.000
fans in 3 weeks
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34. Sava Mates on a Mission: concept
Mates on a Mission
§ Viral video production
§ Social media engagement
(Facebook, YouTube)
§
Activation in 4 countries: Czech
Republic, Germany, Romania,
Slovenia
Objective
§ Set Sava brand equity B2B
§ Positive association rather than
prompted awareness B2C
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35. Sava Mates on a Mission
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36. Sava Mates on a Mission: activation
“
CAMPAIGN ACTIVATION (VIRAL BOOSTS)
periodic boosts of increased advertising
“
CONTINUOUS ACTIVATION
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37. Sava Mates on a Mission: content strategy
Fans growth
Sept-Dec 2012: 0 to 30k fans
Jan-Oct 2013: 30k to 70K
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3
2
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38. Luisella Giani
Head of Digital EMEA
luisella_giani@goodyear.com
luisella.giani@gmail.com
@luisella!
luisella.giani!
linkedin.com/in/luisellagiani!
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