Social Marketing Ways of Working - Case Study

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Case study on establishing global digital ways of working for a leading FMCG company. Role of the global digital team, local experts, interfaces with the marketing function

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Social Marketing Ways of Working - Case Study

  1. 1. Unleashing Global Marketing Potential™ Page 1Unleashing Global Marketing Potential™ Driving Scale, Efficiency and Collaboration in Digital Marketing Developing Global Digital Ways-of-Working for a leading FMCG Company This case study has been disguised to protect client confidentiality.
  2. 2. Unleashing Global Marketing Potential™ Page 2 In Stakeholder Interviews, We Identified Several Improvement Opportunities in Digital Marketing “The Global Digital Team is perceived as source of issues and delays, not solutions” “We stated our digital strategic intent, but don’t have a plan to get there” “What is the role of the Global Digital Team? To deliver scale through e.g. technical integration?” “The Global Brand Teams are moving ahead without aligned strategies, with various agencies and conflicting briefs” “Countries are investing into local technology solutions and workarounds to stay current and in touch with consumers” “There is little sharing among Global Brand Teams and countries – and no simple way to do it” “We don’t have clear ways of working, we treat some digital initiatives as global ad campaigns, but many fly under the radar” “Skill levels differ across markets, all depending on personal interest and immersion in the topic”
  3. 3. Unleashing Global Marketing Potential™ Page 3 Among the Identified Issues, the Key Priority Was to Improve the Global Digital Ways-of-Working Digital Skills Digital Systems Digital Strategy Scalability • Measurements • Digital Brand Purpose • … Digital Marketing Module within Marketing Academy Global Content Management System Global Website Analytics • Global Facebook Analytics Digital Ways of Working Role of the Global Digital Team Campaign Types Processes by Campaign Type Responsibilities by Campaign Type Key Templates & Tools Decision Meetings and Exchange Forums Weekly, Monthly & Quarterly Meeting Cycle Focus of this Case Study Identified Improvement Need Identified Improvement Need Identified Improvement Need
  4. 4. Unleashing Global Marketing Potential™ Page 4 We Structured the Project in Four Phases, from Strategic Clarity to Process Embedding Define the Role of the Global Digital Team Identify Typical Deliverables and Key Campaign Types Develop the Detailed Processes and Tools Kick off the Global Embedding Workable Processes and a Simple Calendar Approach Practical Approach to Different Kinds of Digital Campaigns Embedding that Connects all Digital Practitioners Clarity in Scope and Project Objectives
  5. 5. Unleashing Global Marketing Potential™ Page 5 First, We Defined the Role of the Global Digital Team Based on Digital Strategy and Benchmarking Level of Global Creation of Content and Assets Best Practice & Expertise HIGH: International team drives process, drives alignment between international and local initiatives, builds capability LOW: International teams ‘light-touch’ on process and alignment, local markets are left to develop, produce & execute Today Tomorrow? Tomorrow? Educate and enable local teams to develop digital initiatives? Create global digital campaigns?
  6. 6. Unleashing Global Marketing Potential™ Page 6 Next, we Segmented the Key Campaign Types and Developed a Modular Digital Campaign Process GLOBAL CAMPAIGNS CAMPAIGN TYPE B CAMPAIGN TYPE C CAMPAIGN TYPE D GLOBAL DIGITAL TEAM Consults from brief to execution and supports the global brand teams in areas 1, 2 and 3 Provides input … … (Global team is copied on the brief) LOCAL DIGITAL / BRAND TEAM Adapts the execution for the local market, ensuring touchpoint relevance and …. Limited adaption … … Local team leads … 1. Defining the Campaign Types 1. Campaign Brief 2. … 3. … 4. Digital Creative & Asset Develop. 5. Digital Testing & Research 6. … 7. Country Roll- Out & Adaption 8. …9. … 10. Campaign Review& Evaluation Identify Need Development ProductionExecution 1 2 34 Signed off by …. Presented at Meeting … 2. Building the Digital Processes per Campaign Type Full Process and RASCI Simplified Processes for Non-Global Campaigns + 1. Campaign Brief 2. … 3. … 4. Digital Creative & Asset Develop. 5. Digital Testing & Research 6. … 7. Country Roll- Out & Adaption 8. …9. … 10. Campaign Review & Evaluation Identify Need Development ProductionExecution 1 2 34 Signed off by…. Presented at Meeting …
  7. 7. Unleashing Global Marketing Potential™ Page 7 Each of the Campaign Process Steps Is Supported With Clear Tools and Templates e.g. Global-Local Digital Briefs Aligned with Global Brand Teams and Key Countries, to be circulated after each initiative Aligned with Global Brand Teams, global advertising agency and digital specialists e.g. Toolkits for the new Meetings e.g. Campaign Evaluation Templates Ownership, participants and regular guests Suggested Agenda Topics Outputs and Summaries “Meeting in a Box” with all required elements Disguised Illustrations
  8. 8. Unleashing Global Marketing Potential™ Page 8 Additionally, We Created Meetings and Forums to Enable Global Digital Share & Reapply Digital Champions’ Social Network Reapply Calls (Ad hoc, ca. monthly) Digital Market Days (Every two weeks) Key Topic Calls (Monthly) Global Brand Teams Local Digital Experts Global Digital Team Internal social network that connects digital practitioners Lead by the Global Digital Team, one country shares best practices with prospective reapplication countries One-on-one consultancy between the Global Digital Team and a specific country Centered around a key topic or key brand, e.g. technical developments or upcoming digital initiatives Continuous re-connection and sharing among all digital practitioners
  9. 9. Unleashing Global Marketing Potential™ Page 9 The Result: Global and Local Digital Teams Are Enabled and Equipped to Move Forward Digital Skills Digital Systems Digital Strategy Scalability • Measurements • Digital Brand Purpose • … Digital Marketing Module within Marketing Academy Global Content Management System • Global Website Analytics • Global Facebook Analytics Digital Ways of Working Role of the Global Digital Team Campaign Types Processes by Campaign Type Responsibilities by Campaign Type Key Templates & Tools Decision Meetings and Exchange Forums Weekly, Monthly & Quarterly Meeting Cycle  More clarity on roles and process across all levels  Higher speed in digital execution, while keeping visibility for global marketers  Share and reapply to repeat successes, not mistakes  Improved brand consistency  Allows usage of common tools & platforms
  10. 10. Unleashing Global Marketing Potential™ Page 10 Thank you LONDON 28-30 Little Russell Street London WC1A 2HN United Kingdom T: +44 207 831 8444 NEW YORK 648 Broadway, Ste 502 New York, NY 10012 USA T: +1 212 358 9638 SINGAPORE 17A Duxton Road Singapore 089483 Singapore T: +65 6221 3693 AMSTERDAM Singel 540 1017 AZ Amsterdam The Netherlands T: +31 20 330 2636 info@effectivebrands.com Unleashing Global Marketing Potential™ TOKYO World Udagawa Bldg 6F 36-6, Udagawa-cho, Shibuya-ku Japan T +81 3 6855 7845

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