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Building a Multi-CountrySocial Media ProgrammeDerek LaneyDirector Product Marketing@derektweets#adtechsg
Derek LaneyDirector Product Marketing ManagementSalesforceMarketing Cloud@derektweetsWidhadhWaheedDirector of Social Media...
Skills of the Modern MarketerKeeping up to date is challenging
Skills of the Modern MarketerKeeping up to date is challenging
Business Case is No Longer Elusive51% of consumers are more likely to buy a product orbrand after liking them on FacebookC...
Asia Has Unique Challenges for Social BusinessLanguageCultureUnique Networks
Today’s ObjectivesToday’s Learning Objectives:Choose the right formation for global localChoose the right strategy for you...
Shared LearningResearchMonitoringMeasuringReportingDigital EngagementGuidelines and AssessmentsEngage and ReactBuild Brand...
Personalized Services Originate from Data
Local ListeningLocal Measurement
DisseminateSupportEngagement and ResponseSupportEmpowerCollaboration
Scott McBrideHead of Digital
Every brandstrategyhas a unique flavor
Collaboration is aboutthe people not the company
Social savvy not just Agency savvy
Social has grown upin terms of returns
Scalable Strategy – Local Goes Global
Listen at Scale
Create Scalable Content PillarsMove, Nourish, Believe
Reusable Engagement MechanicsSeek Opinions Activate Advocates Involve in Design
Measure and Replicate SuccessSocial Goals Sales Goals
Derek LaneyDirector Product Marketing ManagementSalesforceMarketing Cloud@derektweetsWidhadhWaheedDirector of Social Media...
Just in case…Today’s Learning Objectives:Right FormationRight StrategyRelationship building Content
Building a Multi-Country Social Media Program (AdTech Singapore)
Building a Multi-Country Social Media Program (AdTech Singapore)
Building a Multi-Country Social Media Program (AdTech Singapore)
Building a Multi-Country Social Media Program (AdTech Singapore)
Building a Multi-Country Social Media Program (AdTech Singapore)
Building a Multi-Country Social Media Program (AdTech Singapore)
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Building a Multi-Country Social Media Program (AdTech Singapore)

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How do you balance quality and consistency with a need for local authenticity? This session will examine how Shangri-la Hotels offers the highest possible customer experience, as they approach a revamped digital strategy with the assistance of brand stewards Ogilvy Digital. See how they plan to bring personal, local service and know-how with the prestige and polish expected by their loyal customers.

Leave with practical advice on executing regional social programs and getting the most out of your local experts and agency expertise.

Key Takeaways

Developing strong brand pillars that allow for localization
Becoming teachers and enablers
Creating Global/Local systems and processes for marketing and service

Published in: Business, News & Politics
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Building a Multi-Country Social Media Program (AdTech Singapore)

  1. 1. Building a Multi-CountrySocial Media ProgrammeDerek LaneyDirector Product Marketing@derektweets#adtechsg
  2. 2. Derek LaneyDirector Product Marketing ManagementSalesforceMarketing Cloud@derektweetsWidhadhWaheedDirector of Social Media Marketing, Shangri-La@widhadhScott McBrideHead of Digital, Ogilvy & Mather Group, Hong Kong@ismcb
  3. 3. Skills of the Modern MarketerKeeping up to date is challenging
  4. 4. Skills of the Modern MarketerKeeping up to date is challenging
  5. 5. Business Case is No Longer Elusive51% of consumers are more likely to buy a product orbrand after liking them on FacebookConsumers 40% more likely to spend money withbrands that engage on socialCompanies that don’t engage on social see customerchurn 15% higher than those that do“JetBlue can handle five customer related tweets for every one callhandled through a call center.”– Bain & Co: Putting Social Media to Work
  6. 6. Asia Has Unique Challenges for Social BusinessLanguageCultureUnique Networks
  7. 7. Today’s ObjectivesToday’s Learning Objectives:Choose the right formation for global localChoose the right strategy for your goalProduce content that builds relationships
  8. 8. Shared LearningResearchMonitoringMeasuringReportingDigital EngagementGuidelines and AssessmentsEngage and ReactBuild Brand Awareness andIncrease Brand AffinityKey Stakeholderstake assessmentsEngage and ReactLocation InsightsValue Adds
  9. 9. Personalized Services Originate from Data
  10. 10. Local ListeningLocal Measurement
  11. 11. DisseminateSupportEngagement and ResponseSupportEmpowerCollaboration
  12. 12. Scott McBrideHead of Digital
  13. 13. Every brandstrategyhas a unique flavor
  14. 14. Collaboration is aboutthe people not the company
  15. 15. Social savvy not just Agency savvy
  16. 16. Social has grown upin terms of returns
  17. 17. Scalable Strategy – Local Goes Global
  18. 18. Listen at Scale
  19. 19. Create Scalable Content PillarsMove, Nourish, Believe
  20. 20. Reusable Engagement MechanicsSeek Opinions Activate Advocates Involve in Design
  21. 21. Measure and Replicate SuccessSocial Goals Sales Goals
  22. 22. Derek LaneyDirector Product Marketing ManagementSalesforceMarketing Cloud@derektweetsWidhadhWaheedDirector of Social Media Marketing, Shangri-La@widhadhScott McBrideHead of Digital, Ogilvy & Mather Group, Hong Kong@ismcb
  23. 23. Just in case…Today’s Learning Objectives:Right FormationRight StrategyRelationship building Content

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