Emakina Academy #13 : Introduction

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  • Emakina Academy #13 : Introduction

    1. 1. Emakina Emakina Academy #13 CMS for International Accounts Flagey 22nd April 2009
    2. 2. CMS for multinational companies: online trends for European brands Brice Le Blévennec Chief Visionary Officer Emakina
    3. 3. The CMS challenges <ul><li>The web has become the centre of gravity in the brand/consumer relationship </li></ul><ul><li>Globalization is reshaping business every day </li></ul><ul><li>Brands must manage differenciated content at the national AND the international levels </li></ul><ul><li>Multiple subsidiaries , multiple languages , multiple websites , multiple workflows … </li></ul><ul><li>At the same time, companies must maintain a coherent and consistent brand in terms of message and values </li></ul><ul><li>The economic crisis puts an extra-pressure on budgets and costs </li></ul><ul><li>How can you take up these challenges ? </li></ul>
    4. 4. The Solution: thinking global, acting local <ul><li>Cost savings </li></ul><ul><li>Common sales & marketing tools </li></ul><ul><li>Benchmark country results </li></ul><ul><li>Consistent brand experiences </li></ul><ul><li>Campaign integration </li></ul><ul><li>Adapt to local markets </li></ul><ul><li>Support local country teams </li></ul><ul><li>Centralize result based reporting </li></ul><ul><li>Define KPI’s, best practices & benchmarks </li></ul>Brand deployment Local deployment
    5. 5. Rising trend to consolidate <ul><li>Cost savings </li></ul><ul><li>Common sales & marketing tools </li></ul><ul><li>Benchmark country results </li></ul><ul><li>Consistent brand experiences </li></ul><ul><li>Campaign integration </li></ul>FR DE UK ES BE IT PL NL Pan-European Centralisation
    6. 6. Yet differentiate on local level <ul><li>Adapt to local markets </li></ul><ul><li>Support local country teams </li></ul><ul><li>Centralize result based reporting </li></ul><ul><li>Define KPI’s, best practices & benchmarks </li></ul>Pan-European Deployment FR DE UK ES BE IT PL NL
    7. 7. Let’s go back in time…
    8. 8. Porsche country sites a few years ago
    9. 9. Porsche said STOP
    10. 10. Porsche took control over their brand
    11. 11. A uniform quality brand experience
    12. 12. The result: a stronger brand
    13. 13. Why would countries cooperate? <ul><li>Often reluctant to embrace corporate initiatives because: </li></ul><ul><ul><li>It restricts their freedom </li></ul></ul><ul><ul><li>Less differentiating performance </li></ul></ul><ul><ul><li>Extra rules to follow are a burden </li></ul></ul><ul><li>Because of this: </li></ul><ul><ul><li>Missed opportunities </li></ul></ul><ul><ul><li>Best practices not shared proactively </li></ul></ul><ul><ul><li>Less volume is sold </li></ul></ul><ul><ul><li>Not everybody as collaborating as ideal to optimize the common balance sheet </li></ul></ul>International Brand Country 1 Country 2 Country 3 Country 4 Unrealized potential Performance Brand Performance
    14. 14. Strong online brand, strong online countries <ul><li>Brand platform to set benchmark for consumer interaction : </li></ul><ul><ul><li>O ffer them a cost efficient platform </li></ul></ul><ul><ul><li>Cross-selling </li></ul></ul><ul><ul><li>Natural place for brands to participate </li></ul></ul><ul><li>The result = a power house with power brand running at top performance </li></ul>ACT AS ONE International Brand Country 1 Country 2 Country 3 Country 4 Performance gain
    15. 15. Emakina deploys pan European solutions
    16. 16. Emakina helps multinational companies to reduce their cost and strengthen their brand experience by providing transnational solutions
    17. 17. 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
    18. 18. Benecol Case > Business Objectives <ul><li>Customer challenge </li></ul><ul><ul><li>Raisio (Finland) has patent to a unique cholesterol lowering ingredient </li></ul></ul><ul><ul><li>Big FMCG groups (McCann, …) have licensed it for local marketing </li></ul></ul><ul><ul><li>Benecol wants to help local distributors to roll out brand worldwide </li></ul></ul><ul><li>Pan-European marketing platform will result in: </li></ul><ul><ul><li>Significant cost savings </li></ul></ul><ul><ul><li>Consistent brand experience </li></ul></ul><ul><ul><li>Market performance benchmarks </li></ul></ul>
    19. 19. Your brand running at top performance
    20. 20. Thank You ! Any Questions ?

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