Emakina Academy #13 : Introduction

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 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

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

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

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

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

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

Your brand running at top performance

Thank You ! Any Questions ?

Emakina Academy #13 : Introduction

by Emakina on May 05, 2009

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Emakina Academy #13 : Introduction — Presentation Transcript