Managing a global social media strategy across brands, presented by Dave Spinato

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In his Brands-Only Summit presentation, Harman International Industries' Dave Spinato shares how they are managing a global social media strategy across all their brands. He talks about their nine key principles and the tools they're using to globally manage their social media strategy.

Social Media

DAVE SPINATO
GLOBAL DIRECTOR, DIGITAL AND SOCIAL MEDIA
@DazzlingDave

WHO IS HARMAN?
WE ARE A PORTFOLIO OF BRANDS
16 BRANDS,
3 DIVISIONS,
PRODUCTS, SERVICES TECHNOLOGIES

WHAT WILL WE DISCUSS TODAY?
TOPICS TO COVER
1. OUR APPROACH TO MANAGING SOCIAL MEDIA GLOBALLY
2. TOOLKITS – PLAYBOOKS, CALENDARS, CONTENT GUIDES, REPORTING
AND CONTENT HUB
3. TAKEAWAYS
4. QA

OUR APPROACH
MANAGING SOCIAL MEDIA GLOBALLY
GLOBAL TEAM
LOCAL TEAM
1. Own the Strategy -
Customize as needed.
2. Create the Tools and
support system to help
your local markets
succeed.
3. Own the communication
process.
1. EXECUTION
2. TRANSLATION
LOCALIZATION
3. LOCAL LAWS
4. REPORTING
ANALYTICS
(based of provide
template)

TOOLS
CONTENT GUIDES
WHAT IS IT?
• GUIDELINES BEST PRACTICES FOR HOW
TO EXECUTE ON A PROGRAM
• MESSAGING + POSTING
RECOMMENDATIONS
• CONTENT COLLECTION RECOMMENDATIONS
WHY IS IT IMPORTANT?
• EVERYONE IS ON THE SAME PAGE FOR
WHAT IS GOING LIVE WHEN
• ACTIONS ARE DISPLAYED IN A VERY CLEAR
CADENCE.

TOOLS
REPORTING
WHAT IS IT?
• MONTHLY REPORT
ANALYZING HOW WE ARE
TRACKING AGAINST OUR
GOALS AND STRATEGIC
PILLARS
WHY IS IT IMPORTANT?
• APPLE TO APPLES
REPORTING FOR GLOBAL
COHESION
• ANALYSIS + OPTIMIZATION
• KEEPS US FOCUSED ON OUR
GOALS

TOOLKIT
CONTENT HUB
WHAT IS IT?
• A DIGITAL GLOBAL HUB THAT
IS ACCESSIBLE TO
INTERNAL TEAMS AND
EXTERNAL PARTNERS.
WHY IS IT IMPORTANT?
• CENTRAL LACTATION THAT
IS A ONE STOP SHOP FOR
HOUSING THE LATEST
STRATEGIES, STYLE
GUIDES, CULTURAL
CALENDARS, TOOLKITS AND
CONTENT

TAKEAWAYS
9 KEY PRINCIPLES:
1. ADD VALUE. EVERYONE IN THE GROUP IS A SPECIALIST SO ITS
IMPERATIVE WE SHOW IT
2. THINK GLOBAL FIRST (WHAT WORKS IN THE US MAY NOT WORK IN
LAOCAL MARKETS
3. CONSTANTLY INSERT YOURSELF INTO THE CONVERSATION.. MAKE
SURE SOCIAL AND DIGITAL IS BEING ACCOUNTED FOR..
4. ASK FOR FEEDBACK SO YOUR LOCAL MARKET HAS SKIN IN THE
GAME (NOBODY LIKE TO BE TOLD WHAT TO DO)
5. GLOBAL COHESION IS KEY (FROM CREATIVE TO ANALYTICS)!
6. HOLD A HIGH STANDARD AROUND THE WORLD
7. GROUND PEOPLE (EVERYONE THINKS THEY’RE A SOCIAL MEDIA
EXPERT).
8. CREATE CONTENT THAT CAN EASILY BE LOCALIZED (CULTURE MAY
VARY BY COUNTRY BUT PRODUCT AND FEATURES WILL NOT)
9. TALK! WEBEX, SKYPE! WEEKLY/BI-WEEKLY MEETINGS.

Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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DICK'S Sporting Goods: How the DICK'S social media team evolved and elevated ...

SocialMedia.org

Cambia Health Solutions: HIPAA is not a reason to ignore people, presented by...

SocialMedia.org

UPS: Proactive social listening, presented by Vincent Washington

SocialMedia.org

Rackspace Hosting: How to address the "what if's" when starting a social enab...

SocialMedia.org

Monsanto: Getting social to the crisis communication table, presented by Heat...

SocialMedia.org

Monsanto representatives Heather McClurg and Nick Weber presented on how Monsanto improved its crisis communication process to better incorporate social media. Previously, crisis responses were inefficient and caused frustration as many stakeholders were involved. Monsanto now takes a more streamlined approach with a dedicated digital newsroom that meets daily to discuss trends, content calendar and potential issues. They provided examples of how this new process worked for celebrity promotions of false information, responding to rumors before they spread, and addressing opportunities like articles from satirical news sites.

The Hershey Company: Developing a social media presence for a 122-year-old co...

SocialMedia.org

Social media disclosure and ethics for big brands, presented by Andy Sernovitz

SocialMedia.org

Dunkin' Brands: Dunkin' and influencers, presented by Melanie Cohn

SocialMedia.org

Canon USA: Real-time photo tips, presented by Betty Giossi

SocialMedia.org

American Eagle Outfitters: How the launch of #AerieREAL built and connected t...

SocialMedia.org

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