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 marc@effectivebrands.com and we will have a call scheduled in the near future.

1. Organizing Marketing
for Purposeful Brand Growth
in a Social Age
Marc de Swaan Arons
Chairman EffectiveBrands
ANA, October 13, 2012
Unleashing Global Marketing Potential™

2. 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

3. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
Clients: Heads of Marketing/CMO

4. Our 3 focus areas
What we do
1. Marketing Strategy 2. Marketing Structure 3. Marketing Training
Unleashing Global Marketing Potential™
Marketing Excellence • Page 4

5. 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

6. Today
1. Top 3 CMO challenges
2. Purposeful positioning
3. Organizing for social
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 6

7. Since 2002: The Leading Global Brands study
300 Global Brands
3,000 Global Marketing Leaders
30,000 Global Brand Contributors

9. 1. Top 3 challenges

10. # 1 – Social marketing

11. Nothing New …

12. The Solar Panel Question: It’s the right thing to do, but …
The solar panel question

13. What happens in Vegas
no longer stays in Vegas

14. Social roles & responsibilities

15. # 2 – Defining brand purpose

16. Way beyond CSR

17. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam,Global
New York, Singapore
Differentiation in a
transparent world
Unleashing Global Marketing Potential™
EB Strategy Meeting • Page 17

18. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
Rallying the troops

19. # 3 - Going global

20. There are only local markets

21. So what does it take to win?

22. Brand Purpose & Organizational Openess
Brand Purpose Ambition Level
Marketing Organization Ambition

23. Purposeful
Positioning

24. Purposeful Positioning

25. What’s Your Brand Purpose Ambition?
Purposeful
Brand Purpose Ambition
Emotional
Functional

26. Functional: HTC Online Advertising

27. Emotional: Stella Artois La Societe

28. Purposeful Positioning

29. Purposeful Positioning

30. Summary: The Purposeful Organization Opportunity
Purposeful
Brand Purpose Ambition
Emotional
Functional

31. Today
1. Top 3 CMO challenges
2. Purposeful positioning
3. Organizing for social
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 31

32. Social makes new demands on the Organization
From Local 360° to Global 365
Global 365
Consumer Needs Conversation Fuel
365
Global
Always On
Touch Points

33. 365 Always On Conversations: Heineken
Quarterly Monthly Daily Hourly Real Time
In-Store Displays TV Buying Facebook Status Twitter Replies Football App

34. Shifting roles
Global Local Agencies Partners Consumers

35. Organizing Marketing for Social
Purpose
Brand Purpose Ambition Level
Emotional
Functional
Push Engage Open
Marketing Organization Ambition

36. Who has a role to play?
Functions
Communication Channels

37. Who has a role to play?
Functions
Communication Channels

38. ….. Everyone in the organization
Functions
Communication Channels

39. http://www.thecoca-colacompany.com/socialmedia

40. Social marketing training programs

41. Social marketing guidelines
Social Communication Guidelines Engagement Flowcharts Crisis Response Plans
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

42. Online resources

43. Social Marketing Training programs

44. Reverse mentoring

45. Immersions visits

46. Purposeful brands and Open Organizations will win
Purpose MISSED
OPPORTUNITY
Brand Ambition Level
High
Emotional
Medium
Functional
Basic
RISK
Push Engage Open
Marketing Organization Ambition

47. In Summary ….

48. Today
1. Top 3 CMO challenges
2. Purposeful positioning
3. Organizing for social
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 48

49. Top 3 CMO challenges

50. Purposeful Brands

51. Open Organizations
http://www.thecoca-colacompany.com/socialmedia

52. Open & Purposeful Organizations will win
Purpose MISSED
OPPORTUNITY
Brand Ambition Level
High
Emotional
Medium
Functional
Basic
RISK
Push Engage Open
Marketing Organization Ambition

53. 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?

54. First 25 get FREE book
Feedback/Questions?
marc@effectivebrands.com
Unleashing Global Marketing Potential™
Nuromol Gemini Global Marketing Potential™
Unleashing Analysis • Page 54

55. THANK YOU
To the entrants of the Advertising
Age Global Cover Competition
Unleashing Global Marketing Potential™
Nuromol Gemini Global Marketing Potential™
Unleashing Analysis • Page 55

56. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
About EffectiveBrands
75 Global Marketing Consultants, 25 Nationalities
5 Offices: New York, London, Amsterdam, Singapore and Tokyo
Global Marketing Expertise Developing and Embedding Practical
We are the only marketing We work with our clients to We were all marketers in a
consultancy focused on understand the receiving-end previous life so all our
unleashing global marketing perspective. programs and tools are
potential. practical and results driven.
We frequently publish thought Our tailored solutions build We help marketers build and
leadership pieces and we are internal capability and create embed global marketing
often referenced in business internal support for change strategy, structure, and
and marketing publications. from the start. capability programs.

57. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
Global Brand CEO Challenger Board

58. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
Global marketing expertise
Global CMO Board Publications Recognized Expertise

59. Global marketing effectiveness roadmap
Unleashing Global Marketing Potential™
Marketing Excellence • Page 59

60. Global marketing effectiveness programs
Where to Grow What to Stand for How to Deliver Equip for Growth
Global Marketing Purposeful Built an efficient and Created the proprietary
Strategies and Positioning to empowered Hershey’s Way of
Priority Countries to transform the organization for global Marketing, rolled-out in
support the category and drive leverage and local trainings around the world
turnaround employee relevance
engagement
Growth strategies Purposeful Defined and Developed the
for global brands Positioning with local embedded a new way marketing framework
Scholl and Durex, lenses to uniquely of working throughout and marketing
deployed to the local capture differences in the Bacardi marketing academy curriculum,
organizations to category meaning community to deliver trained
define their marketing transformative change 35 priority countries
tasks in key modules
Unleashing Global Marketing Potential™
Marketing Excellence • Page 60

61. Thank you
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T +81 3 6855 7845 info@effectivebrands.com
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 61
Unleashing Global Marketing Potential™