Building, Tracking and Optimizing Global Marketing Campaigns

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  • Global campaigns can seem daunting, after all, you ARE talking to potentially the entire world!There are so many moving parts to think about and that’s just including the areas that you already know about, what about the parts you’re still to find out and discover?During the next hour....... Blurb about the following bullet points...... Will likely break these text bullet points out into individual full screen images to illustrate each of the points
  • Keith Paul is Chief Listener with EMC Corporation where he focuses on social media listening and engagement.With over 15 year of eperience in technology and across businesses of all sizes we’l listen to how he and his team at EMC developed a global and social marketing campaign
  • Dave is CEO and founder of Demand Gen whose wealth of experiece implementing campaigns of all sorts of sizes and types will help us through first steaps and best practices for your campaigns
  • Wrap it all up with open QnA
  • I’d like to introduce Keith Paul, who is a chief listener at EMC
  • Influencers… Business Press, Trade Press,Financial Analysts, Industry Analysts,Bloggers, Social NetizensChannel… Invite Channel Execs For EMC Exec Team HugCustomer Base… Mid / Senior IT Management
  • Underlying goals… SMB market & unify EMC marketingInfluencers… Business Press, Trade Press,Financial Analysts, Industry Analysts,Bloggers, Social NetizensChannel… Invite Channel Execs For EMC Exec Team HugCustomer Base… Mid / Senior IT Management
  • ----- Meeting Notes (8/26/11 06:55) -----find images of FB game, puzzle record
  • Refer back to key points of Keith’s presentation Address that although all of us may not have the budget or need to have a large global campaign like we just saw, anyone with an international website and does email marketing should understand the dynamics in play for global online marketing
  • Global marketing requires an investment, in strategy, but also in infrastructureEmail systems, subscription management, lead capture and CRM integration are a must for the global marketer batch and blast systems are old school, and if you don’t establish a markitecture, your one and done campaigns won’t ever produce the results you’re striving for discuss client examples, poll the audience for systems used, discuss why MA + CRM = utopia for the global marketer
  • Corporate strategy and standards cascade to regions or BUs, where local requirements are incorporatedDiscuss how to get started, where to get started and that the ideal model is Corporate strategy and standards cascade to regions or BUs, where local requirements are incorporated
  • Rollout strategy- Coming back to the need to rollout your architecture
  • I want to delve into greater depth and discuss email marketing on a global scaleAll to often we see…. Mention common mistakes - subject lines - improper salutations - lack of awareness for cultural diversities - ignorance for privacy laws - no localized subscription centers - lack of segmentation data - worst case – invites to events in the US or even in time zones unavailable to europe• 247 billion emails were sent each day in 2009. That’s an email every 0.00000035 seconds.
• In the time it takes to read this sentence, some 20 million emails are sent.
• $13.4 billion – the number of direct marketing dollars spent on email in the USA in 2009
• 1.4 billion email users in 2009, expected to increase to 1.9 billion by 2013.
• 81% of all email traffic is spam.
  • I mentioned saluations earlier and the importance of these in email marketingPoll for french for peopleDiscuss french cultureThis type of effectiveness requires dynamic signatures for merging based on segmentationDon’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.Tell recipients how to opt out of receiving future email from you. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt-out requests.Honor opt-out requests promptly. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient’s opt-out request within 10 business days. You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request. Once people have told you they don’t want to receive more messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.Monitor what others are doing on your behalf. The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law. Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsible.
  • Asubject line with a limited-time offer is a much more compelling reason to open an email for people in Asia (48%) than in North America (36%) or Europe (31%). Sweepstakes, for instance, are much more popular for consumers in North America (57%) than in Europe (37%).Let’s go from the 20k foot level to some practical examples and show impactsThis reports show A/B testing that was done for 8 countries and the impact on open rates based on subject lines you can see how while one subject line is effective in one country it is less effective in another region. In both campaigns “fear of loss’” is used because that is a human instinct that is consistent globably and effectiveLast Chance messaging for A, while deal ends messaging for message two. Missing out is fear of loss, but deal ending message gets to the monitary loss.France shows a 5x improvement for subject line A, While the english market shows a much smaller, yet significantGermany shows 50% improvement in subject A and overall better open rates likely due to better listSweden shows a big delta as well, but subject line b pulled much better
  • Since there is probably not a person in the room that isnt either incorporating social into their campaigns, or thinking about it, I wanted to spend a few mintues calling attention to the various social networks, in particular linkedin and Xing. It’s not enough to be rely on two networks, follow me on twitter, and like us on facebook is like socializing in town of city, or in a state of a country. Two key networks are both li and xingFollow me, like us
  • ----- Meeting Notes (8/26/11 06:55) -----Go Social - More about expanding your social networks

Transcript

  • 1. Building, Tracking and OptimizingGlobal Marketing CampaignsMarketing ProfessionalsKevin Akermanis, Salesforce.com, @kevakermanisDavid Lewis, DemandGen, @demandgendaveKeith Paul, EMC, @kemipa http://bit.ly/DF11GlobeMarketing
  • 2. Kevin Akermanis Salesforce.comSenior Sales Engineer @kevakermanishttp://bit.ly/KevAtDF11
  • 3. http://bit.ly/DF11GlobeMarketing
  • 4. Keith Paul EMCChief Listener @kemipa
  • 5. Who is EMC? Data Backup & Recovery, Cloud Computing, Security, Storage Hardware $16B provider of products and services to virtualize and protect information Brands include
  • 6. EMC Breaks Records “Mega Launch”1. Influence the Influencers + Direct Mail2. Send a Strong Message to the Channel3. Impress customers4. Reach as Many People as Possible5. GENERATE BUZZ
  • 7. Teaser Campaign through LiveSimulcastReaching As Many People As PossibleLingering buzz across news & socialGlobal IRL tour to bring product to influencersTargeted Facebook buzz & messagingViral video: generate buzz and celebrate local tastes
  • 8. After the Announcement Global Tour: 105 Partner Events; Seminars in 130 Cities; Fleet of 40 Minis Fully Integrated Social Media Program
  • 9. Going Local & Global Daytona 500Germany India
  • 10. What We Learned Simplify Messaging Go Big but Think Local Go Social
  • 11. David Lewis DemandGenFounder and CEO@demandgendave
  • 12. Think Global, Execute Local
  • 13. Setting up a Global “Markitecture” Social Media Global Marketing Infrastructure Search Campaigns WEBSITE Marketing Automation System Email Campaigns Transactional CRM Database(s) Salesforce.com
  • 14. Global Marketing Operations Model  Phase 1: Establish corporate strategy and standards  Phase 2: Cascade corporate governance to localized campaigns Corporate Marketing Process , Governance, Templates, Data EMEA APAC Latin America Region XYZ Field Marketing Field Marketing Field Marketing Field Marketing
  • 15. Prime Region vs. Other Regions1. Region with more advanced users and processes implemented first NOTE: In a centralized Marketing Organization, the prime region is identified as the corporate marketing organization. In a decentralized organization, the prime region, is the region with the most advanced users and processes.2. Establish global best practice templates and governance3. Define secondary regions either by grouping or country – Localized templates, localize your content
  • 16. Example: European Email Marketing • Up to 15+ languages • Germany, France and UK are the key countries • Big cultural diversities • Unique privacy laws vs USA • Email Marketing Differences21
  • 17. Database Hygiene• De-duplication• Normalized Data • Country Names • City Names • Salutations• Account Categorization • Customers –vs- Prospects • Type = ?• Contact Categorization • Key Contact • Role/Title Country UK United Kingdom Britain City München Muenchen Munich Salutation Monsieur Herrn Mr
  • 18. Understanding Cultural Differences
  • 19. Localization Matters Even subject line testing demonstrates impact on effectiveness by region!
  • 20. Unique Social Communities North America EMEA
  • 21. Key Take Aways  Think Global, Execute Local  Have a defined “Markitecture”  Localization Matters  Expand your Social networks
  • 22. Building, Tracking and Optimizing Global Marketing CampaignsKevin Akermanis, Salesforce.com, @kevakermanisDavid Lewis, DemandGen, @demandgendaveKeith Paul, EMC, @kemipa