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

6

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.

© SABMiller 2014 7

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

© SABMiller 2014 8

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