The document summarizes a presentation given by Marc de Swaan Arons on the challenges and opportunities facing global brands in the social and digital age. The top three challenges identified are social marketing, defining brand purpose beyond CSR, and organizing marketing globally. The presentation argues that purposeful brands with ambitious levels of brand purpose and open organizations that engage consumers across communication channels will be most successful. Organizations must train employees to equip them for social marketing and ensure guidelines and programs are in place.
1. Lessons from
Global Brands …
In the Social & Digital Age
Marc de Swaan Arons
Chairman EffectiveBrands
Istanbul, December 5th 2012
Unleashing Global Marketing Potential™
2. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam,a Special Day …
Today is New York, Singapore
3. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
December 5th … in Holland
4. Marc de Swaan Arons
Dutch & American
25 Years Global Marketing Experience
Co-Founder EffectiveBrands
Advisor to CMOs and Global Brand Heads
18 years in New York
5. 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
6. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York,Turkey
EffectiveBrands in Singapore
7. Our 3 focus areas
What we do
1. Marketing Strategy 2. Marketing Structure 3. Marketing Training
Unleashing Global Marketing Potential™
Marketing Excellence • Page 7
8. Today
1. Top 3 marketing challenges
2. Purposeful positioning
3. Organizing for social
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 8
9. Since 2002: The Leading Global Brands study
300 Global Brands
3,000 Global Marketing Leaders
30,000 Global Brand Contributors
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
34. Today
1. Top 3 CMO challenges
2. Purposeful positioning
3. Organizing for social
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 34
35. 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
36. 365 Always On Conversations: Heineken
Quarterly Monthly Daily Hourly Real Time
In-Store Displays TV Buying Facebook Status Twitter Replies Football App
44. 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
49. 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
55. Open & Purposeful Organizations will win
Purpose MISSED
OPPORTUNITY
Brand Ambition Level
High
Emotional
Medium
Functional
Basic
RISK
Push Engage Open
Marketing Organization Ambition
57. Tomorrow: Winning Brand Leadership Workshop
Universal Truth
Purposeful Positioning
Total Experience
What + How = Global Marketing Effectiveness
58. THANK YOU
Unleashing Global Marketing Potential™
Nuromol Gemini Global Marketing Potential™
Unleashing Analysis • Page 58
59. 3 Questions for you to consider …
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?
60. First 25 get FREE book
Feedback/Questions?
marc@effectivebrands.com
Unleashing Global Marketing Potential™
Nuromol Gemini Global Marketing Potential™
Unleashing Analysis • Page 60
61. Thank you
NEW YORK AMSTERDAM
648 Broadway, Ste 502 Singel 540
New York, NY 10012 1017 AZ Amsterdam
USA The Netherlands
T: +1 212 358 9638 T: +31 20 330 2636
LONDON SINGAPORE
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London WC1A 2HN Singapore 089483
United Kingdom Singapore
T: +44 207 831 8444 T: +65 6221 3693
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Japan
T +81 3 6855 7845 info@effectivebrands.com
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 61
Unleashing Global Marketing Potential™