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.

1. MASTERCLASS:
Making Socialfans intoWork
Transforming Media
ambassadors
Globally and Locally
Gemma Trippas, Social Partnerships Manager - Oracle
Jeremie Moritz, Social Media Manager - Pernod Ricard
1 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

2. 2 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

3. Making Social Media work Globally and Locally
 The right level of local and global governance
 Measuring and benchmarking
 Where to find the biggest wins
3 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

4. Relevance - Think Global Act Local
4 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Slide acknowledgement “We Are Social”

5. Engagement
 This comes from two-way conversation & relevant content
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6. Global and local considerations
 Compliance
 Relevance & Segmentation
 Brand Consistency
 Organisation structure
 Customer Conversation
6 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

7. Global and local considerations
 Compliance
 Relevance & Segmentation
 Brand Consistency
 Organisation structure
 Customer Conversation
7 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

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
drinking
8 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

9. Global and local considerations
 Compliance
 Relevance & Segmentation
 Brand Consistency
 Organisation structure
 Customer Conversation
9 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

10. Global and local considerations
 Relevance & Segmentation
10 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

11. Global and local considerations
 Compliance
 Relevance & Segmentation
 Brand Consistency
 Organisation structure
 Customer Conversation
11 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

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
benchmarking
12 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

13. Global and local considerations
 Compliance
 Relevance & Segmentation
 Brand Consistency
 Organisation structure
 Customer Conversation
13 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

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 regions
14 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

15. Global and local considerations
 Compliance
 Relevance & Segmentation
 Brand Consistency
 Organisation structure
 Customer Conversation
15 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

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
answers
16 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

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 10am
17 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

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 metrics
18 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

19. Biggest Wins
 Structure
Structure
Structure
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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 plan
20 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

21. Q&A
Gemma Trippas, Social Partnerships Manager - Oracle
Jeremie Moritz, Social Media Manager - Pernod Ricard
21 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.