Pernod Ricard turns to non-marketers for marketing ideas
Pernod Ricard is to source marketing ideas from all employees, not just marketers through its new company-wide social network.
The company’s version of Chatter, a social network for brands, allows its 18,000 employees across all its brands to be in continuous dialogue and share ideas in real-time.
It will be used to source marketing insight from different brands as well ideas from all the company’s non-marketers in a bid to develop more innovative brand building solutions.
Pernod Ricard says it wants the platform to be a “global catalyst” for putting innovation at the heart of its business and provide a “melting pot” for its brands to learn from one another.
Alexandre Ricard, deputy chief executive of the drinks business, says: “Pernod Ricard’s business model is based on the twin pillars of decentralisation, which gives all our subsidiary companies substantial entrepreneurial independence, and conviviality, which means sharing between everyone including the continuous exchange of ideas.”
Cloud computing engineers Salesforce.com created the interface, which mirrors the larger public social networks. Several brands are looking to internal social networks to crowdsource innovation ideas. Coca-Cola is using an internal platform to encourage staff to share knowledge and boost efficiency levels across all its brands, while Nestle announced plans to launch a global network earlier this year.
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