Emakina Emakina Academy #13 CMS for International Accounts Flagey 22nd April 2009

CMS for multinational companies: online trends for European brands Brice Le Blévennec Chief Visionary Officer Emakina

The CMS challenges The web has become the centre of gravity in the brand/consumer relationship Globalization is reshaping business every day Brands must manage differenciated content at the national AND the international levels Multiple subsidiaries , multiple languages , multiple websites , multiple workflows … At the same time, companies must maintain a coherent and consistent brand in terms of message and values The economic crisis puts an extra-pressure on budgets and costs How can you take up these challenges ?

The web has become the centre of gravity in the brand/consumer relationship

Globalization is reshaping business every day

Brands must manage differenciated content at the national AND the international levels

Multiple subsidiaries , multiple languages , multiple websites , multiple workflows …

At the same time, companies must maintain a coherent and consistent brand in terms of message and values

The economic crisis puts an extra-pressure on budgets and costs

How can you take up these challenges ?

The Solution: thinking global, acting local Cost savings Common sales & marketing tools Benchmark country results Consistent brand experiences Campaign integration Adapt to local markets Support local country teams Centralize result based reporting Define KPI’s, best practices & benchmarks Brand deployment Local deployment

Cost savings

Common sales & marketing tools

Benchmark country results

Consistent brand experiences

Campaign integration

Adapt to local markets

Support local country teams

Centralize result based reporting

Define KPI’s, best practices & benchmarks

Rising trend to consolidate Cost savings Common sales & marketing tools Benchmark country results Consistent brand experiences Campaign integration FR DE UK ES BE IT PL NL Pan-European Centralisation

Cost savings

Common sales & marketing tools

Benchmark country results

Consistent brand experiences

Campaign integration

Yet differentiate on local level Adapt to local markets Support local country teams Centralize result based reporting Define KPI’s, best practices & benchmarks Pan-European Deployment FR DE UK ES BE IT PL NL

Adapt to local markets

Support local country teams

Centralize result based reporting

Define KPI’s, best practices & benchmarks

Let’s go back in time…

Porsche country sites a few years ago

Porsche said STOP

Porsche took control over their brand

A uniform quality brand experience

The result: a stronger brand

Why would countries cooperate? Often reluctant to embrace corporate initiatives because: It restricts their freedom Less differentiating performance Extra rules to follow are a burden Because of this: Missed opportunities Best practices not shared proactively Less volume is sold Not everybody as collaborating as ideal to optimize the common balance sheet International Brand Country 1 Country 2 Country 3 Country 4 Unrealized potential Performance Brand Performance

Often reluctant to embrace corporate initiatives because:

It restricts their freedom

Less differentiating performance

Extra rules to follow are a burden

Because of this:

Missed opportunities

Best practices not shared proactively

Less volume is sold

Not everybody as collaborating as ideal to optimize the common balance sheet

Strong online brand, strong online countries Brand platform to set benchmark for consumer interaction : O ffer them a cost efficient platform Cross-selling Natural place for brands to participate The result = a power house with power brand running at top performance ACT AS ONE International Brand Country 1 Country 2 Country 3 Country 4 Performance gain

Brand platform to set benchmark for consumer interaction :

O ffer them a cost efficient platform

Cross-selling

Natural place for brands to participate

The result = a power house with power brand running at top performance

Emakina deploys pan European solutions

Emakina helps multinational companies to reduce their cost and strengthen their brand experience by providing transnational solutions

Ideal Supporting Toolset Pan-European Online Platform Platform toolbox Benchmark Audience & Profiles Social Media Campaigns & Monitoring Local Promotions Management Central CRM Database Display & Search Campaigns Email Marketing Management Web Content Management Web Analytics KPI reporting Data Mining Your Brand Results Objectives Prospects Customers Country 1 Local countries Country 2 Country 4 Country 3

Benecol Case > Business Objectives Customer challenge Raisio (Finland) has patent to a unique cholesterol lowering ingredient Big FMCG groups (McCann, …) have licensed it for local marketing Benecol wants to help local distributors to roll out brand worldwide Pan-European marketing platform will result in: Significant cost savings Consistent brand experience Market performance benchmarks

Customer challenge

Raisio (Finland) has patent to a unique cholesterol lowering ingredient

Big FMCG groups (McCann, …) have licensed it for local marketing

Benecol wants to help local distributors to roll out brand worldwide

Pan-European marketing platform will result in:

Significant cost savings

Consistent brand experience

Market performance benchmarks

Your brand running at top performance

Thank You ! Any Questions ?