This presentation, taken from our "Lifting the Lid on Performance Content" event examines: - Operational Models Available to Multi-Market Campaigns - Scaling techniques & Content Generation - How to use Local Market Insights

1. Scaling For Multimarket Campaigns
Lauren Simmiss & Jonah Berger

2. Operational Models Available to Multi-Market Campaigns
Scaling techniques & Content Generation
How to use Local Market Insights
INTRODUCTION

3. AMERICAS, EMEA & APAC HAVE SEEN TREMENDOUS GROWTH IN
PERFORMANCE CONTENT
UK 2016 APAC 2016USA 2016

4. FUNDAMENTALS FOR MULTI-MARKET CAMPAIGNS
LEVERAGE LEARNINGS
FROM GLOBAL AGENCY
SCALE OPERATIONS AND
CENTRALISE WORK
APPLYING LOCAL MARKET
KNOWLEDGE & INSIGHTS

5. FUNDAMENTALS FOR MULTI-MARKET CAMPAIGNS
LEVERAGE LEARNINGS
FROM GLOBAL AGENCY
SCALE OPERATIONS AND
CENTRALISE WORK
ENSURE MARKETS HAVE A
SAY

6. WE HAVE GLOBAL COVERAGE
Search Engine Advertising Performics Regional
OVER 1,200
PERFORMANCE
EMPLOYEES ACROSS
THE GLOBE
300 SPECIALISTS
WITH EXPERTISE IN
CONTENT IDEATION &
DEVELOPMENT AND
TECHNICAL
RESOLUTIONS
PERFORMICS’
HEADQUARTERS ARE
LOCATED IN LONDON,
CHICAGO AND
SINGAPORE

7. OVER 35 LANGUAGES IN OUR LOCAL MARKET OFFICES
Americas: USA, Canada,
Argentina, Brazil, Columbia,
Mexico, Panama
Cover all Languages in North
and South America
Asia: Singapore, Australia,
China, India, Indonesia,
Taiwan, Philippines
Cover all Languages in Asia
MENA: Lebanon, Saudi Arabia,
Egypt, UAE, South Africa
Cover all Languages in MENA
Europe: France, Spain, Italy, Germany,
Sweden, Norway, Denmark, Austria,
Netherlands, Poland, Czech Republic,
Switzerland, Belgium, Portugal, Croatia,
Finland, Greece, Lithuania, Slovenia,
Slovakia, Turkey, Romania, Ukraine,
Russia
Cover all Languages in Europe

8. MOST COMMON
POTENTIAL MODELS FOR ACTIVATING PERFORMANCE CONTENT
ALL STRATEGY & EXECUTION
MANAGED FROM
THE LOCAL TEAMS
ALL STRATEGY & EXECUTION
MANAGED FROM CENTRAL
TEAM, LOCAL TEAMS
IN LOCALISATION ROLE
STRATEGY DEVELOPED
BY CENTRAL TEAM,
LOCAL TEAMS EXECUTE
HYBRID CENTRAL
CENTRE
LOCAL LOCAL LOCAL LOCAL LOCAL LOCAL LOCAL LOCAL
CENTRE CENTRE
LOCAL LOCAL LOCAL LOCAL
LOCAL

9. REDUCED RISK
& ACCELERATED
GROWTH
NO SITE LEFT
BEHIND IN
PROGRAMME
LEVERAGE GLOBAL AND
LOCAL EXPERTISE
ECONOMIES
OF SCALE
CONSISTENCY
OF APPROACH
DEPLOYMENT OF
PROGRESSIVE TACTICS IN
ALL MARKETS
BENEFITS OF A CENTRALLY-LED, LOCALLY-DRIVEN HYBRID PROGRAM
KPIs FY13 FY14 FY15 Evolution %
Impressions 70 000 000 70 000 000 25 000 000 -64%
Clicks 800 000 1 600 000 1 800 000 +125%
CTR 1,2% 2,3% 7,1% +489%
Avg. CPC 0,55 € 0,42 € 0,46 € -16%
Net. Budget +400 000 € +650 000 € +750 000 € +70%
EXAMPLES OF ADDED VALUE GENERATED IN 3 YEARS
FOR ONE OF THE 10 BRANDS:
CENTRAL GLOBAL AGENCY TEAM RESPONSIBLE
FOR STRATEGY & BEST PRACTICE:
3 FTES, 20 MARKETS,10 BRANDS
BENEFITS HYBRID MODEL CASE STUDY

10. SET MARKET PRIORITIES BY CLUSTERING BY SKILLS
Note: Markets allocated across the three tiers based on the markets supplied in the brief
BASIC MARKETS
INTERMEDIATE
MARKETS
ADVANCED
MARKETS

11. PERFORMANCE CONTENT DOMINATION IS A GLOBAL EFFORT
WHO’S GOING TO
HELP US GROW?
ARE THERE
DOCUMENTS WE
CAN UTILISE?
WHAT ABOUT
TRAINING
SESSIONS?
WE HAVE
SOMETHING
GREAT TO SHARE.

12. MEET THE PERFORMICS WORLDWIDE CENTRE OF EXCELLENCE
To support and accelerate our overall goal of accelerating
Performance Content growth on a worldwide scale.
STARTED IN CHICAGO HQ
DRIVEN BY COMMUNITY
PRACTICE ELEVATION
OPERATIONAL EXCELLENCE

13. SPREADING PERFORMANCE CONTENT GLOBALLY
CLIENT
SOLUTIONS
PERFORMANCE
CONTENT
PERFORMANCE
MEDIA
PLANNING &
INSIGHTS
ANALYTICS &
TECHNOLOGY
BUSINESS
DEVELOPMENT
COE LEADS COE COMMUNITYADVISORY BOARD
CHECK-INS LOCAL SCORECARDS ISSUE ESCALATION
KNOWLEDGE MANAGEMENT PLATFORM
SHARING TRAINING COORDINATION
PRACTICE CHAMPIONING
STANDARDISATION
NEW BUSINESS

14. SNAPSHOT: A LOOK AT ONGOING GLOBAL PROJECTS
PLAYBOOKS
TRAINING
WEBINARS &
LIBRARY
RESOURCE
LIBRARY
NEW MARKET
STARTER KIT

15. FUNDAMENTALS FOR MULTI-MARKET CAMPAIGNS
LEVERAGE LEARNINGS
FROM GLOBAL AGENCY
SCALE OPERATIONS AND
CENTRALISE WORK
USING LOCAL MARKET
KNOWLEDGE /INSIGHTS

16. FOCUS ON CROSS-DOMAIN/DEVICE FIXES AND SYNCHRONISE INSIGHTS GLOBALLY
ANALYSE ALL DOMAINS IN
PARALLEL TO UNDERSTAND
STRENGTHS AND WEAKNESSES
LEVERAGE INSIGHTS FROM
GLOBAL TEAM
CREATE LOCAL STRATEGIES
WITHIN GLOBAL VIEW

17. Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Log File
Analysis
Marketplace
Optimisation
Information
Architecture
Local
Optimisation
Editorial
Production
Measurement
& Analytics
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
META
Optimisation
UX
Optimisation
& Testing
Content
Marketing &
Digital PR
App Store
Optimisation
STRATEGY ARCHITECTURE EXPERIENCE OPTIMISATION CONTENT MEASUREMENT

18. Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Log File
Analysis
Marketplace
Optimisation
Information
Architecture
Local
Optimisation
Editorial
Production
Measurement
& Analytics
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
META
Optimisation
UX
Optimisation
& Testing
Content
Marketing &
Digital PR
App Store
Optimisation
STRATEGY ARCHITECTURE EXPERIENCE OPTIMISATION CONTENT MEASUREMENT

19. ADDRESS MULTI-MARKET PERFORMANCE OPTIMISATION CHANGES FROM CENTRE
Titles and Descriptions
Missing Titles -
Duplicate Titles 66
Short Titles -
Max Title Length 11
Max Title Warnings -
Duplicate or Missing Descriptions 10
Titles and Descriptions
Missing Titles -
Duplicate Titles 79
Short Titles -
Max Title Length 2
Max Title Warnings 3
Duplicate or Missing Descriptions 35
Titles and Descriptions
Missing Titles -
Duplicate Titles 71
Short Titles -
Max Title Length 127
Max Title Warnings 16
Duplicate or Missing Descriptions 55
Titles and Descriptions
Missing Titles 3
Duplicate Titles 78
Short Titles -
Max Title Length 7
Max Title Warnings 1
Duplicate or Missing Descriptions -

20. Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Log File
Analysis
Marketplace
Optimisation
Information
Architecture
Local
Optimisation
Editorial
Production
Measurement
& Analytics
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
META
Optimisation
UX
Optimisation
& Testing
Content
Marketing &
Digital PR
App Store
Optimisation
STRATEGY ARCHITECTURE EXPERIENCE OPTIMISATION CONTENT MEASUREMENT

21. ENSURE THE SITE FOLLOWS SITE STRUCTURE IS WELL OPTIMISED
You will only have to track and
pay for one web property
instead of many
Combining all sites onto one
domain consolidates all of the
authority from each individual
site = higher rankings
It will be easier to maintain
and ensure uniformity across
the entire domain
.co.uk .fr .es .de .pl
.com

22. Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Log File
Analysis
Marketplace
Optimisation
Information
Architecture
Local
Optimisation
Editorial
Production
Measurement
& Analytics
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
META
Optimisation
UX
Optimisation
& Testing
Content
Marketing &
Digital PR
App Store
Optimisation
STRATEGY ARCHITECTURE EXPERIENCE OPTIMISATION CONTENT MEASUREMENT

23. CREATE SEARCH PLAYBOOKS TO DRIVE CONSISTENCY
Long-term SEO vision for where the brand is going
PORTFOLIO PRIORITIES
Editorial themes for all content
to sit within
CLEAR TERRITORIES
Clustering markets to
maximise scalability
MARKET INTEREST
Tier of strategy required to
achieve goals
STRATEGY REQUIRED

24. UNDERSTAND TEAM ROLES & RESPONSIBILITIES
1, 2 AND 3 YEAR PLANNING
PLAYBOOK DEVELOPMENT
CENTRAL IMMERSION WORKSHOPS
CENTRAL STRATEGY
LOCAL INPUT TO PLAYBOOK
PLAYBOOK IMPLEMENTATION
STATUS & REPORTING
DAY TO DAY DELIVERABLES
GLOBAL LOCAL

25. FUNDAMENTALS FOR MULTI-MARKET CAMPAIGNS
LEVERAGE LEARNINGS
FROM GLOBAL AGENCY
SCALE OPERATIONS AND
CENTRALISE WORK
APPLYING LOCAL MARKET
KNOWLEDGE & INSIGHTS

26. CREATE CONTENT THAT WORKS FOR MULTIPLE MARKETS
PRODUCE SCALABLE CONTENT
THAT CAN BE ROLLED OUT
QUICKLY AND LOCALISED
DEVELOP LANDMARK INITIATIVES
THAT CAN BE USED BY ALL
MARKETS
USE LOCAL BLOGGERS IN LOCAL
MARKETS

27. OPTIONS FOR UNDERSTANDING CONSUMER APPETITE ACROSS MARKETS
MARKET LOCALISTATION LOCAL MARKET ANALYSIS
80/20LOCALISE CENTRAL
ANALYSIS
ANALYSE
LOCAL
LANGUAGE

28. THE NUMBER ONE RULE FOR MULTI-MARKET CAMPAIGNS
“Transcreation is a term used chiefly by
advertising and marketing professionals
to refer to the process of adapting a
message from one language to another,
while maintaining its intent, style, tone
and context”

29. SCALING INSIGHTS FOR MULTI-MARKETS
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
UNDER-
STAND

30. ANALYSING THESE TOUCHPOINTS ACROSS MULTI-MARKETS
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
UNDER-
STAND

31. UNDERSTAND & ENGAGE WITH AUDIENCES’ WIDER INTERESTS IN LOCAL MARKETS
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
UNDER-
STAND
Assets form foundation of digital PR
and content marketing activity and
they need to be adaptable
All keywords need to have search
volumes in local languages
Global content strategy
BUY
CONSIDER

32. CONSIDERATIONS FOR MULTI-MARKET CONTENT
CONTENT MUST
BE BUILT IN
HTML 5 &
MOBILE FRIENDLY
CONTENT MUST
BE ADAPTABLE
CONTENT MUST
TAILORED LOCALLY

33. ONLINE CLIENT ROI SHOWCASE
http://performancecontent.performicslabs.comhttp://content.performicslabs.com

34. KEY TAKEAWAYS
‒ Understand which type
of work can be
centralised to avoid
duplication of efforts
and costs
‒ Consolidate domains
where possible in order
to manage efficiencies
‒ International campaigns
need local market input
to understand local
market nuisances
‒ The way people search
around the world can
change the way you
create content
‒ Create visual assets that
can be adapted by all
devices and changed to
local environments
CENTRALISATION LOCAL INPUT CREATE BIG CONTENT