SABMiller Seamless Communication w Consumers_DEBORAHWOMACK PUBLIC SM
Transcript of SABMiller Seamless Communication w Consumers_DEBORAHWOMACK PUBLIC SM
Seamless Consumer Communications and Experiences How SABMiller builds relationships with consumers.Presented by Deborah Womack, Global Head of Relationship Marketing at SABMiller, at DIALOGKONFERANSEN, Scandinavia’s largest conference on digital marketing, CX and CRM
www.dialogkonferansen.com
@TheLadyD
SABMiller: Who we areA FTSE-20 company, with shares trading on the London Stock Exchange:
We are one of the world's largest beer brewers,
With more than 200 local beers,
In more than 80 countries:
from Australia to Zambia, Colombia to the Czech Republic and South Africa to the USA
Today, Relationship Marketing in our business is really about…
…meaningful interactions that invite participation.It must deliver a truly great experience.
© SABMiller 2014 4
Building Relationship Marketing
INFANCY MATURITY
BU
SIN
ESS
IMPA
CT
MANUFACTURING, CONSUMER DURABLES
• Little consumer knowledge – but lots of historic
• No direct relationship
• Product-focused
• Legacy Enterprise Data Systems
CPG & FMCG• No direct
relationship – but recognised need
• Social Media connections – with digital ambitions
• Focus on Campaigns
• Product-centric
BANKING & RETAIL
• Customer-centric – by necessity
• Focus on Service and Experience
• Shift to online and mobile – provides more insight, better experience
• New service models e.g. Apple Pay
DIRECT & ONLINE BUSINESSES
• New business models Uber, AirBnB
• Vast real-time data driving business decisions
• Social network and media maturity
• Experience-driven
#CRM#CRM
#CRM#SOCIALCRM
#SOCIALCRM
#CRM
#SOCIALCRM
#SOCIALCRM
#CRM
#CRM
250+ million members worldwide, facilitating billions of conversations
relevant to our brands everyday
#SOCIALCRM
It’s a global ambition
© SABMiller 2014
The NEW Relationship Marketing Model
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ACTIVELY ENGAGED LOYAL FAN
NOT ENGAGED QUIET FAN
THE UNAWARES
INTERESTED FOLLOWERS
MEMBER PARTICIPANTS
BELIEVING BUYERS
RELATIONSHIP TO BRAND
WIL
LIN
GN
ESS
TO P
AR
TIC
IPAT
EWill talk about their experience, but the joy is short lived.
Passive consumers who “Like”, “Subscribe” and rarely create content.
They create content, share opinion, want to be actively involved – often more loyal than buyers.
Price conscious buyers – brand is less important. Brand is important for large purchases.
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ACTIVELY ENGAGED LOYAL FAN
NOT ENGAGED QUIET FAN
• Reward participation
• Recognise status in the ‘community’
• Trigger communications based upon behaviour
• Use multiple channels to deliver a great experience.
THE UNAWARES
INTERESTED FOLLOWERS
BELIEVING BUYERSMEMBER
PARTICIPANTS
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Working the NEW Relationship Marketing model helps breakthrough the barrier between functional and emotional benefits. “I want to buy and consume” “I want to participate; be part of something"
Our focus is on Member Participants – emotional benefit to drive brand and beer category loyalty
The Relationship Lifecycle
The Consumers’ Buying Journey
Welcome Engage Retain
© SABMiller 2014© SABMiller 2014
“The Relationship Lifecycle is like a party: we’re the host, we invite people to join, and we keep them engaged...”
11© SABMiller 2014
“Be the Coach” and belong to something
https://www.youtube.com/watch?v=etmzOOtNCIk
• To reduce file size, the video file has been removed from this presentation.
• The video case study can be viewed at: https://www.youtube.com/watch?v=etmzOOtNCIk
Insightful, dynamic and intelligent mobile engagement with Carling Black Label consumers.
Follow the thinking @TheLadyD
Deborah Womack, Global Head of Relationship Marketing
Thank you