Weitere ähnliche Inhalte Ähnlich wie iStrategy London - Social Media: Making it Work Globally and Locally Gemma Trippas, Oracle & Jeremie Moritz, Pernod Ricard (20) Kürzlich hochgeladen (20) iStrategy London - Social Media: Making it Work Globally and Locally Gemma Trippas, Oracle & Jeremie Moritz, Pernod Ricard1. MASTERCLASS:
Making Socialfans intoWork
Transforming Media
ambassadors
Globally and Locally
Gemma Trippas, Social Partnerships Manager - Oracle
Jeremie Moritz, Social Media Manager - Pernod Ricard
1 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
2. 2 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
3. Making Social Media work Globally and Locally
The right level of local and global governance
Measuring and benchmarking
Where to find the biggest wins
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4. Relevance - Think Global Act Local
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5. Engagement
This comes from two-way conversation & relevant content
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6. Global and local considerations
Compliance
Relevance & Segmentation
Brand Consistency
Organisation structure
Customer Conversation
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7. Global and local considerations
Compliance
Relevance & Segmentation
Brand Consistency
Organisation structure
Customer Conversation
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8. Global and local considerations
Compliance Considerations
– Corporate responsibility means Brand safety
– Local market regulations
– Legal issues in each of your markets
– Pernod Ricard takes action against the risks
of excessive drinking, promotes responsible
drinking
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9. Global and local considerations
Compliance
Relevance & Segmentation
Brand Consistency
Organisation structure
Customer Conversation
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10. Global and local considerations
Relevance & Segmentation
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11. Global and local considerations
Compliance
Relevance & Segmentation
Brand Consistency
Organisation structure
Customer Conversation
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12. Global and local considerations
Brand Consistency
– Take control of your brand
– Co-ownership; global
brand consistency with
locally relevant content
– Standardised metrics
simplifies x-region/x-brand
benchmarking
12 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
13. Global and local considerations
Compliance
Relevance & Segmentation
Brand Consistency
Organisation structure
Customer Conversation
13 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
14. Global and local considerations
Organisation structure
– Are there enough business resources for a local community manager?
– If local resources are limited then global should support remotely
– Important to reflect the resources you have available and where the
audience is located
– Allocate resources between brands, markets and regions
14 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
15. Global and local considerations
Compliance
Relevance & Segmentation
Brand Consistency
Organisation structure
Customer Conversation
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16. Global and local considerations
Customer Conversation
– Global brands are “open” 24
hours a day
– Automated and consistent
moderation is a big factor
– Nominate individuals in three
time zones to ensure
immediate action
– Localised questions and
answers
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17. Measurement and Benchmarking
Measurement and Analysis; understand your audience -
who and what they want
Track top-posts, response production & conversations
Best performing time: Tuesday 7pm
Best ratio: 1 post: 1319 actions
Worst performing time: Monday 10am
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18. Measurement and Benchmarking
Identify the top engaging
posts and users per market
Identifying successful local
posts and sharing content
Share best practices
across markets
Get-to-know interests and
what resonates
Look at campaign metrics
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19. Biggest Wins
Structure
Structure
Structure
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20. Biggest Wins
Look at your audience and tier them according a metric that makes
sense
Develop content syndication
Listen to your audience
Establish a rule for a local Social Media team
Develop a crisis plan
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21. Q&A
Gemma Trippas, Social Partnerships Manager - Oracle
Jeremie Moritz, Social Media Manager - Pernod Ricard
21 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.