We integrated into the marketing mix the "digital slice" that contributes to get the marketing initiatives more efficient and effective

1. ECE101: Engaging
Customer Experiences for
the Customer-activated
Enterprise
Francesco Fabbri, ICT Project Manager @ Amadori Group
© 2014 IBM Corporation

2. Agenda
Digital Strategy: Think & Work in a «distinct» way
Real case history
Metrics and Results
2

3. The Amadori Group in figures
Founded by brothers Amadori, Amadori Group is a leading European poultry
manufacturing company (chicken and turkey).
Turnover 2012:
1.250 M€
Market share:
32% in Italy
Employees :
7.000
Production plants : 16
Branches:
References:
3
23
over 1.700

4. Think in a “distinct” way
Digital is part of the marketing mix
Web presence
Online contests for UGC and Brand
awareness
Mobile Site
Newsletter/DEM
Social Media presence
Social Intelligence
Press
PR journalist
PR Blogger
Digital Press
4
Digital
Advertising
Marketing
Mix
Press / PR
“Physical
Activities”
TV and traditional Media
Press
Sponsorship
SEA
Social Media Adv
OnLine press
Events
Focus Group
Trade contests
eCoupon

5. Think in a “distinct” way
Digital is part of the marketing mix
Web Platform (WCM) for supporting:
- easy administration
- content update
- multichannel ( web, social, mobile )
Platform for analytics ( SPSS )
Creating dynamic and
personalized experiences
Increase Social Interaction
Content is always King
Keyword-rich Content
Viral Content
Usability
Technology
Digital
Synergy for
Marketing
success
Mix
Press / PR
Engagement
5
Advertising
Creativity
“Physical
Activities”
Consumer
Behavior
Analyzing user data to
generate insights
Responding rapidly thanks to
smart internal process
Sustaining competitive
advantage by deploying new
product faster

6. Work in a “distinct” way
Amadori Digital Strategy
- The initiative is led jointly by the Strategic Marketing and IT of the Amadori Group;
- Amadori has embarked on a transformation program oriented to the definition and
implementation of a new Digital Strategy;
- The Amadori Digital Strategy is a general rethinking about the opportunities for contact and
the development of dialogue and relationship with different target audiences
Strategic Marketing
Business Innovation
New products development
New forms of contact
New channels / business analisys
6
ICT and Organization
Communication
ICT Innovation
Corporate communications
Products communication
Events and PR
ICT innovation Push/Pull
CROSS FUNCTIONAL TEAM

7. Amadori Digital Strategy: target declination for Consumers
Find information
about
brand/products
BROWSE
Personalized
Content and
Interaction
INTERACT
Contest with
rewards
PLAY
Community and
Brand
engagement
JOIN
7
1
2
3
4

8. Amadori Digital Strategy: target declination for MKTG
Increase
Contacts
REACH
Entertaining
Consumers
ENGAGEMENT
Strengthen the
relationship
REPUTATION
Business
development
TRANSACTION
8

9. Amadori Digital Strategy: target declination for IT
YESTERDAY
Information
•
•
•
•
Agency turn-over management
Brochureware website
No content updates
Leads on Excel files
Social
Integration
Engagement
Awareness
9
•
•
•
•
TVLike experiences
Self-promotional content
Flash animation ( No mobile! )
No services
TODAY
•
•
as unique partner
TOMORROW
•
•
Store & Promo Locator
eCommerce platform?
•
•
•
•
•
Social CRM
Web Analytics
iLike, Commenting, Social Share
Facebook Connect
Social Media Analytics
•
Social Bridging
•
•
•
•
•
Crowdsourcing Contest
Mobile App
Newsletter / DEM
Survey
Integrated Mobile App
•
Blog
•
•
•
•
SEO
Digital ADV
Social Intelligence
eCoupon
•
•
Geo Marketing
Digital Signage

10. Agenda
Digital Strategy: Think & Work in a «distinct» way
Real case history
Metrics and Results
10

11. Personalized Web Content Management
UI allow visitors to customize content
depending on «What are their
interest» and «Who is the interested
user»
Power with
11
by

12. Digital Dynamic Catalogue
Different product data sheet for
consumer and professional
buyer
Integration with ERP for
detailed information
Power with
12
by

13. Integration with mobile
MOBILE SITE
DESKTOP SITE
1 Authoring Template – Many Presentation Template
13
Marketing update content once
APP MOBILE

14. Digital flyer and e-couponing
We promote weekly product’s
offers
Customers can register , print
e-coupons discounts and
redeeme them in a grocery
store !
Power with
14
by

15. Amadori Social Intelligence
Social Intelligence is the Business Intelligence
applied to Web and Social Content
• Reputation analysis
• Online brand awareness
• Brand positioning
• Alerting and Crisis
Management
• Identification customer needs
• Customer targeting
• Focused marketing campaign
BRAND
REPUTATION
CUSTOMER
INSIGHT
SOCIAL
INTELLIGENCE
CRM
• Customer satisfaction
• Customer loyalty
• Engagement
15
INNOVATION
• Identification of new trends
• Usefull information about
products development

16. Information flow
Buzz WH
Textual Data
Web
Unstructured
Data
Filtered
UnstructeredData
Web Listening
Import Clip
Text Analytics
Engine
Database
Structured Data
Framework & Dashboard
Power with
Smart Lights for Business
16
Data elaboration
by

17. Social Intelligence for reactive and proactive
approach
■ Show connections between relevant topics
■ Highlights strengths and weaknesses related to a topic
■ Identifies the most discussed topics during a certain time
frame
■ Shows the brand awareness and the sentiment of the
brand
Power with
by
17

18. Agenda
Digital Strategy: Think & Work in a «distinct» way
Real case history
Metrics and Results
18

19. Metrics: Can we measure business results?
-
Increased brand awareness
-
Increased sales
-
Better insight into customer
behavior and needs
-
Better targeted campaign
-
Less effort for creating new
sites and content update
19
Exceptional Web Experience Conference 2012 -

20. ECE101: Engaging Customer Experiences for
the Customer-activated Enterprise
Francesco Fabbri, ICT Project Manager @ Amadori Group
Access Connect Online to complete your session surveys using any:
– Web or mobile browser
– Connect Online kiosk onsite
20