26.10.2016_Pernod Ricard Rouss, Андрей Данилов & Мария Злобина
•
0 likes•305 views
Рассказ от первого лица: Кейс Jameson "Take it Irish", выступление на XIII конференции "Интернет-маркетинг" (СПб)
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
Similar to 26.10.2016_Pernod Ricard Rouss, Андрей Данилов & Мария Злобина
Similar to 26.10.2016_Pernod Ricard Rouss, Андрей Данилов & Мария Злобина (20)
More from Traffic Isobar
More from Traffic Isobar (14)
Recently uploaded
Recently uploaded (20)
26.10.2016_Pernod Ricard Rouss, Андрей Данилов & Мария Злобина
- 1. JAMESON TAKE IT IRISH: DIGITAL PLATFORM AND CRM АНДРЕЙ ДАНИЛОВ PERNOD RICARD ROUSS CRM & DIGITAL MARKETING MANAGER МАРИЯ ЗЛОБИНА TRAFFIC ISOBAR CRATIVE TECHNOLOGY MANAGER
- 3. AWARENESS GROWTH + 5% 2014 2015 75%70% LET'S TAKE A LOOK AT THE BHT RESULTS(based on IPSOS data)
- 4. 2014 2015 75% 2014 2015 58% 63%70% AWARENESS GROWTH + 5% CONSIDERATION GROWTH + 5% LET'S TAKE A LOOK AT THE BHT RESULTS(based on IPSOS data)
- 5. 2014 2015 75% 2014 2015 2014 2015 15% 17%70% 58% 63% AWARENESS GROWTH + 5% CONSIDERATION GROWTH + 5% TRIAL GROWTH + 2% LET'S TAKE A LOOK AT THE BHT RESULTS(based on IPSOS data)
- 6. 2014 2015 75% 2014 2015 58% 63% 2014 2015 15% 17% 2014 2015 9% 12%70% AWARENESS GROWTH + 5% CONSIDERATION GROWTH + 5% TRIAL GROWTH + 2% ADVOCACY GROWTH + 3% LET'S TAKE A LOOK AT THE BHT RESULTS(based on IPSOS data)
- 7. FOR MORE THAN THREE YEARS WE HAVE WORKED IN DARK MARKET. THE COMPLEX AREA WHERE ALMOST EVERYTHING IS FORBIDDEN… …ALMOST.
- 9. WE HAVE MANAGED TO BUILD A FAIRLY COMPLEX BRAND ECOSYSTEM.
- 13. FACEBOOK COMMUNITY OFFLINE EVENTS THERE WERE THE ONLY SOCIAL AND EVENTS. AND THIS IS WHERE OUR JOURNEY BEGINS!
- 14. Jameson Russia FB community 2014 FIRST OF ALL WE USED A COMPLETELY NEW APPROACH. WE CALLED IT PRODUCT CENTRIC CONTENT APPROACH
- 15. WHAT IS PRODUCT CENTRIC CONTENT APPROACH?
- 16. IT DOES NOT MATTER IN STATICS OR DYNAMICS PRODUCT - CENTRE OF COMMUNICATION
- 17. OFFLINE EVENTSEVENTSCRM + + WE'VE ADDED A COMPLETELY NEW ELEMENT: CRM SYSTEM SM COMMUNITY TAKE IT IRISHDIGITAL PLATFORM AND IT ALL COMBINES INTO
- 18. TAKE IT IRISH OR TII 2015 NOW WE HAVE CREATED A UNIVERSAL SPACE, WHICH WAS EQUALLY COMFORTABLE FOR ALL JAMESON FRIENDS AND NOW WE NEED TO GROW IT
- 20. NO ONE ENTERED THE PARTY WITHOUT BEING TRACKED BY THE CRM SYSTEM CAUSE OF THE TII E- TICKETS PLATFORM
- 21. HOW E-TICKETS WORKS? GET CODE REDEEM CODE ON TII GET E-TICKET JOIN THE PARTY FROM AGENCY OR CLIENT OR REQUEST VIA TII REGISTRATION REQUIRED TICKETS SENT TO THE REGISTRATION E-MAIL WE VERIFY TICKET THROUGH QR CODES
- 22. INTERACTIVE COMMUNICATION REWARDS TAKE IT IRISH IS: TO ENGAGE INTO INTERACTIVE ACTIVITIES AIMED TO SHARING AND RETENTION NEWSLETTERS THAT ARE CLOSER TO THE MAGAZINE RATHER THAN E-MAIL THE MOST ACTIVE USERS ALWAYS HAVE THE CHANCE TO RESIVE PRIZES FROM THE JAMESON
- 23. TAKE IT IRISH IS: UNDERDOG CHALLENGE INTERACTIVE COMMUNICATION REWARDS
- 24. NEWSLETTER TAKE IT IRISH IS: INTERACTIVE COMMUNICATION REWARDS
- 25. MERCHANDISE CORNER TAKE IT IRISH IS: INTERACTIVE COMMUNICATION REWARDS
- 26. HOW WE RECRUITE NEW AUDIENCE? RIGHT AUDIENCE IN THE RIGHT PLACE GUEST MANAGEMENT DIGITAL RECRUITMENT
- 28. AND NOW LET'S TAKE A LOOK AT THE TRULY INTERESTING RESULTS. TAKEITIRISH.RU STATS 00:02:54 Avg.Session Time 7,58 View depth XX 000 Base 23% Active Users
- 29. AND NOW LET'S TAKE A LOOK AT THE TRULY INTERESTING RESULTS. NEWSLETTERS STATS 46,7% AVG OR 29% AVG CR
- 31. 2017 OUR NEXT GOAL IS TO DIG DEEP INTO TRADE INTEGRATION. TRADE INTEGRATION AND OF COURSE WE WILL CONSTANTLY IMPROVE THE QUALITY OF TII PLATFORM
- 32. OUR GOALS