MASTERCLASS:Making Socialfans intoWorkTransforming MediaambassadorsGlobally and LocallyGemma Trippas, Social Partnerships ...
2   Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Making Social Media work Globally and Locally     The right level of local and global governance     Measuring and bench...
Relevance - Think Global Act Local4   Copyright © 2012, Oracle and/or its affiliates. All rights reserved.   Slide acknowl...
Engagement     This comes from two-way conversation & relevant content5   Copyright © 2012, Oracle and/or its affiliates....
Global and local considerations     Compliance     Relevance & Segmentation     Brand Consistency     Organisation str...
Global and local considerations     Compliance     Relevance & Segmentation     Brand Consistency     Organisation str...
Global and local considerations     Compliance Considerations             – Corporate responsibility means Brand safety  ...
Global and local considerations     Compliance     Relevance & Segmentation     Brand Consistency     Organisation str...
Global and local considerations      Relevance & Segmentation10   Copyright © 2012, Oracle and/or its affiliates. All rig...
Global and local considerations      Compliance      Relevance & Segmentation      Brand Consistency      Organisation...
Global and local considerations      Brand Consistency              – Take control of your brand              – Co-owners...
Global and local considerations      Compliance      Relevance & Segmentation      Brand Consistency      Organisation...
Global and local considerations      Organisation structure              – Are there enough business resources for a loca...
Global and local considerations      Compliance      Relevance & Segmentation      Brand Consistency      Organisation...
Global and local considerations      Customer Conversation              – Global brands are “open” 24                    ...
Measurement and Benchmarking      Measurement and Analysis; understand your audience -       who and what they want     ...
Measurement and Benchmarking      Identify the top engaging       posts and users per market      Identifying successful...
Biggest Wins      Structure     Structure     Structure19   Copyright © 2012, Oracle and/or its affiliates. All rights ...
Biggest Wins      Look at your audience and tier them according a metric that makes       sense      Develop content syn...
Q&AGemma Trippas, Social Partnerships Manager - OracleJeremie Moritz, Social Media Manager - Pernod Ricard21   Copyright ©...
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iStrategy London - Social Media: Making it Work Globally and Locally Gemma Trippas, Oracle & Jeremie Moritz, Pernod Ricard

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A major challenge in social is deciding the right approach to globalising or localising content and conversations. Should brands control social media globally for easier management and brand consistency? Or work on a local level that can be more costly but allows responses to be tailored to local needs and therefore lead to better engagement?

Hosted by Gemma Trippas, Oracle’s Social Partnerships Manager and Jeremie Moritz, Social Media Manager at Pernod Ricard, this session will look at what brands can do to adopt the right balance for their social media efforts internationally, drawing on Pernod Ricard’s vast experience in managing many sub-brands across multiple territories.

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iStrategy London - Social Media: Making it Work Globally and Locally Gemma Trippas, Oracle & Jeremie Moritz, Pernod Ricard

  1. 1. MASTERCLASS:Making Socialfans intoWorkTransforming MediaambassadorsGlobally and LocallyGemma Trippas, Social Partnerships Manager - OracleJeremie Moritz, Social Media Manager - Pernod Ricard1 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  2. 2. 2 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  3. 3. Making Social Media work Globally and Locally  The right level of local and global governance  Measuring and benchmarking  Where to find the biggest wins3 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  4. 4. Relevance - Think Global Act Local4 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Slide acknowledgement “We Are Social”
  5. 5. Engagement  This comes from two-way conversation & relevant content5 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  6. 6. Global and local considerations  Compliance  Relevance & Segmentation  Brand Consistency  Organisation structure  Customer Conversation6 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  7. 7. Global and local considerations  Compliance  Relevance & Segmentation  Brand Consistency  Organisation structure  Customer Conversation7 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  8. 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 drinking8 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  9. 9. Global and local considerations  Compliance  Relevance & Segmentation  Brand Consistency  Organisation structure  Customer Conversation9 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  10. 10. Global and local considerations  Relevance & Segmentation10 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  11. 11. Global and local considerations  Compliance  Relevance & Segmentation  Brand Consistency  Organisation structure  Customer Conversation11 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  12. 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 benchmarking12 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  13. 13. Global and local considerations  Compliance  Relevance & Segmentation  Brand Consistency  Organisation structure  Customer Conversation13 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  14. 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 regions14 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  15. 15. Global and local considerations  Compliance  Relevance & Segmentation  Brand Consistency  Organisation structure  Customer Conversation15 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  16. 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 answers16 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  17. 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 10am17 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  18. 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 metrics18 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  19. 19. Biggest Wins  Structure Structure Structure19 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  20. 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 plan20 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
  21. 21. Q&AGemma Trippas, Social Partnerships Manager - OracleJeremie Moritz, Social Media Manager - Pernod Ricard21 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
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