Ideas I shared with the International Executive Resource Group at Ropes & Gray. We discussed how to operate in many regional markets - and how get a diversified firm behind a unified message.

1. Digital Strategy in Global Markets
Resources for Discussion
International Executive Resource Group
Foley Hoag EEC, Boston
Sept 27,2010
Dave Wieneke
www.usefularts.us
@usefularts
1

2. www.usefularts.us
What’s Ahead
Strategic Focus.
Branding to be “Globally Local”.
Global Digital Architecture.
2

3. www.usefularts.us
Global Requires a Unified Strategy
3

4. www.usefularts.us
Company Type Description $ Metric
B2C
Largest legal advertiser in US
Famously contested PPC terms
Marketing Team of 50
CPFGC
Visit to QualLead
B2B
Legal Division > 100 years old
Global web operations.
Likelihood to Order
Engagement time
Media
Content driven
Revenue from Ad Impressions
and Subscription.
Ad Views
New Subs and
Trials
Business Models Require Different Outcomes.
4

5. www.usefularts.us
Communicate the Brand
5

6. www.usefularts.us
Keeping Globally Local
Marketing and Sales Structures Should Match.
– Staffing Structures
– Language Selection
Stories Must Integrate
– Corporate Genesis
– Brand Structure
– Value Proposition
6

7. www.usefularts.us
Humanize the Brand
Person
7
Personalization

8. www.usefularts.us
Central vs. Diversified Control
Capability Centralized Diversified
Analytics, CRM, CMS Highly Advised Tower of Babble
Email Marketing Advised: ESPs Do Intl Sends
& Distributed Departments
Asia Filters. Consider
Regulation of ALL Mkts.
Design and Translation Avoid: Seek Coordinated
Diversification
No Substitute for Local
Sensibility
Social Marketing Strongly Avoid Local and Social Work
8

9. www.usefularts.us9

10. www.usefularts.us
Social Marketing Goes Deeper In To Customer
Relationship
10
Tradigital Marketing
-push messaging
-interactive
-automated
-technology dependant
-mass & niche
broadcast
print
radio
outdoor
networks
communities
blogs
micro blogs
lower engagement higher engagement
Social Engagement
-dialogue
-interactive
-informal
-people and technology
-niche
Traditional Marketing
-push messaging
-broadcast
-message oriented
-formal
-authoritative
-mass
banners
micro sites
e-mail
search

11. www.usefularts.us
Relationship Pipeline
11
Response Results
Respect ReviewReach

12. www.usefularts.us
Show Some Deeper New Values
12

13. www.usefularts.us
Not All Benefits Are Financial,
Those That Are, May Not Be Immediate
What’s the value of a volunteer advocacy?
13

14. www.usefularts.us
Scale Marketer Think About Web3.0 Now
14
Web 1.0 Web 2.0 Web 3.0
Site Structure Site in HTML CMS & Widgets Apps
Technology HTML
Apache
RSS
LAMP Stack
XML, RDF, API,
OWL, SWRL
(Semantic Web)
Challenge Digitization Socialization Integration
Legal Enabler Copyright Fairuse CDA 230
Safe Harbor
Privacy
Primary Unit Page Site Schema
Ethic Info is Free People Connect Do Things
Hierarchy Peer Influence Hierchy
Bogus Measure Hits Followers Downloads
Better Measure Visits, PV, Leads Impact Hours, Rev.
Business Model E-commerce
Pets.com
Search, Ads, Cont
Google + Huffpo.
Subscription
Apple, WSJ?
User Desire Look at Me. Like Me. Doing Something.

15. Contact Page
* Disclaimer: opinions expressed are mine, trademarks belong to their respective owners.
I’m not a lawyer but I help market them on tv. This presentation contains no legal advice or opinions. 15
Keep the conversation going:
Tweet: @usefularts
Blog: www.usefularts.us
Email: strategy2.0@gmail.com
Special thanks to the digital marketing team at Sokolove Law,
and to the International Executive Resource Group.