Customer

Digital Toolkit
2017
 Contents
chapter I chapter V
PURPOSE OF THIS DIGITAL ECOSYSTEM DIGITAL PRESENTATION
DOCUMENT DESCRIPTION ON INTERNET
Digital marketing matrix Web
This document describes basics of digital marketing
Digital media Mobile browsing
techniques that can be used by Molson Coors business
Prediction of evolution for 2017 KPIs
partners when supporting shared growth. Document is
Recommendation for 2017 Tips & tricks
describing digital ecosystem and relationship with business
owners and consumers.
chapter VI
chapter II
SOCIAL NETWORKS NEWSLETTERS
Description and content recommendation
CONFIDENTIALITY, Facebook
Instagram
Tools

TRADEMARKS AND Twitter

Tips & tricks

COPYRIGHTS Youtube
Foursquare, Swarm, TripAdvisor, Zomato, Yelp
chapter VII

This document is exclusively provided to Molson Coors

KPIs SPECIAL DIGITAL PROJECTS
Tools Digital menu
business partners. All used trademarks are registred
Tips & tricks Digital tap
ownership of subjects mentioned in document. Any
Smart TV advertisement
registration to 3rd party systems and usage of their
Electronic cash desks
services is part of relationship between service providers
Loyalty systems
and user. Not for resale. chapter III
CONTENT MARKETING chapter VIII
Pictures LIST OF PARTNERS
WARRANTY Video
PROVIDING DIGITAL
Frequency of usage
Information and tools described in this document can Tips & tricks SERVICES
be matter of change. Please verify actual situation and
conditions for usage of tools and 3rd party systems with Digital agencies
chapter IV
your business partner providing digital services in your area. Advertising agencies
DIGITAL ADVERTISING Special digital project suppliers

Country digital landscape

Search
USEFUL LINKS AND
Display APPLICATIONS
Social networks
Tips & tricks
DICTIONARY
chapter I
We understand digital ecosystem as set of processes and tools where

Digital
marketers (customers) use various marketing and sales tactics for building
better relationship with current consumers and doing acquisition of new
consumers at the same time.

ecosystem DIGITAL ECOSYSTEM

For faster understanding of digital playground we have
created simply infographic. Alfa Omega for every business
want to work more with digital ecosystem and want reach
new customers you have to do digital marketing.

description
is existing on-line presence. It is not important if you
select website or social page on social network. You
have to exists at least on one. If you have more on-line
presence it is better for you. We will explain you why.
Users and your customers are searching daily on the
internet via search engines for information. For search
users use keywords this keyword help to search robots
search via digital space
relevant content and provide to customer answer on
their question. This is reason why is important to have
an existing presence. If you do not have on-line presence
you do not exists for on-line customers. Creating on-line
presence increase your visibility up to 70% which is rate of
internet users.
Anytime when users user social network, read offline
article in newspapers, listen radio or watch TV they are
connected. If they will have idea come to restaurant or
disco or other place they need to find answer on their
question. E.g. pub with good beer in Prague 3 in this
case you have to present yourself on the internet and
social networks and declare, that you are place marked
as PUB with beer in location Prague 3. We will explain in
detail content importance in one of next chapter.
Key thing to remember is that you have to use websites/
social networks at least Facebook to be visible and
presented to your potential customers.
Some services you can user for free (Facebook) some
services you have to pay (Search advertisement, Display
advertisement, PR article, Newsletter, Website). What is
free is usually simple and brings you basic value. If you
DIGITAL MARKETING IN
A NUTSHELL
We can split digital marketing to
simple things, we will describe
minimum what you need to do. See
picture below. Explanation follows:
brand websiteIs your website Social network Is
an online platform that is used by people to build social
networks or social relations with other people who
share similar personal or career interests, activities,
backgrounds or real-life connections. Some of them are
dating services, some of theme dedicated to specific
service like e.g. TripAdvisor. This is an American travel
website company providing reviews of travel-related
content. So on this website customers can see pictures
of your Pub, your food and can read reviews from
customers that visited your Pub in the past. So before
they enter to you PUB they can create own opinion if they
like your business or not. We will describe most important
social networks in next chapter.
search enginesIs a software system that is designed
to search for information on the World Wide Web. The
search results are generally presented in a line of results.
E.g. Google.com, Bing.com etc.
mobile devicesCustomers today use smartphone
which is mobile phone connected to internet. Via this
 chapter II

phone they can find your Pub/Restaurant/Disco. This customer can see your address, see picture gallery, can

Social Networks
is reason why is necessary to have websites optimized read menu and can create reservation or at least find your
for mobile browsing. This means that user can see your contact phone.
content without any problems on his mobile phone. So

We understand digital ecosystem as set of processes and tools where

marketers (customers) use various marketing and sales tactics for building
better relationship with current consumers and doing acquisition of new
consumers at the same time.

GRAPH

GRAPH
 chapter IIi

2.1 Social networksFacebook

Content
Marketing
According to Wikipedia.org is Facebook and other social networking tools
are increasingly the object of scholarly research.

Scholars in many fields have begun to investigate the

impact of social networking sites, investigating how
such sites may play into issues of identity, privacy, social
capital, youth culture, and education. Research has also
suggested that individuals add offline friends on Facebook Is type of marketing that involves the creation and sharing of online material
to maintain contact and often this blurs the lines between (such as videos, blogs, and social media posts) that does not explicitly promote
work and home lives. According to a study in 2015, 63%
of the users of Facebook or Twitter in the USA consider
a brand but is intended to stimulate interest in its products or services.
these networks to be their main source of news, with
entertainment news being the
We recommend to create and use rules invented by software (www.socialbakers.com, www.hootsuite.com)
Google. This strategy was first time used for youtube If you will post to your network at least 2-3x per week or
most seen. In the times of breaking news, Twitter users
videos, but it is valid for marketing plan as well. So if you daily if you post your menu you can not miss. Important
are more likely to stay invested in the story. In some cases
create any content that you would like to communicate is to combine your content to be still attractive for your
when the news story is more political, users may be more
you have to create editorial plan in advance. We customers.
likely to voice their opinion on a linked Facebook story
recommend 1 month plan. You can plan your posts on
with a comment or like, while Twitter users will just follow
social networks directly or via special social management
the sites feed and/ or retweet the article.

A 2015 study shows that 85% of people aged 18 to 34 use

social networking sites for their purchase decision making.
While over 65% of people aged 55 and over rely on word
of mouth. Several websites are beginning to tap into the
power of the social networking model for philanthropy.
Such models provide a means for connecting otherwise
fragmented industries and small organizations without the
resources to reach a broader audience with interested
users.Social networks are providing a different way
for individuals to communicate digitally. How strong is
Facebook you can see in stats from Statista.com Q1/2017.

GRAPH