How to Execute an Efficient Regional / Global Social Strategy
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The document discusses challenges faced by regional and global brands in executing efficient social marketing strategies. It identifies key challenges as the need to manage multiple social media markets, complex relationships between brands and agencies, and the never-ending process of engaging audiences. It recommends that brands address these challenges through centralized content management, validation and scheduling tools to improve collaboration, engagement tools to develop audiences, and measurement and benchmarking tools to analyze performance.
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How to Execute an Efficient Regional / Global Social Strategy
- 1. How to execute an efficient regional / global Social Marketing strategy Julien Oudart NukeSuite CEO CET Middle-East 25, Nov 2014
- 2. Today’s discussion • Drive customer acquisition and engagement through compelling content ! • Use innovative tools to increase social audience and drive quality f ! • Optimise team efficiency within cross-market organisations How to Execute an Efficient Social Marketing Strategy for a global / regional Brand Julien Oudart / contact@nukesuite.com / #CETME 2014
- 3. Question #1 WHY? ! So why has Social Media become such an important communication platform for brands?
- 4. A new way to manage the relationship PRINT One-too-many one-way messages One-to-one OUT DOOR RADIO TV DIGITAL conversations SOCIAL MEDIA The development of social media has created a number of opportunities (and a few threats) for brands. Julien Oudart / contact@nukesuite.com / #CETME 2014
- 5. Facts & Figures US digital ad spending will overtake TV ad spending for the first time in 2016-2017 * * Source: eMarketer / Forrester 2014 Global enterprise software market to grow from $4.77bn in 2014 to $8.14bn in 2019 * Source: MarketWatch 2014 Julien Oudart / contact@nukesuite.com / #CETME 2014
- 6. A broad number of possibilities Brands’ work is becoming more complicated as the number of options increases SEO Display SEM Mobile Email Social Media Video Native ads Interactive TV Julien Oudart / contact@nukesuite.com / #CETME 2014
- 7. Question #2 WHAT? ! So what are the challenges faced by regional / global brands ?
- 8. A strong need for new organisations and tools Market #1 Market #2 Market #3 Market #4 Market #5 Market #6 …. Julien Oudart / contact@nukesuite.com / #CETME 2014
- 9. It’s a complex ecosystem for brands and agencies Digital Agency Community Mgmt Agency Local team member Brand Marketing Mgr Media Agency Creative Agency Brand Social Media Mgr • Define the right organisation • Recruit the best people • Set up most efficient cross-team processes • Select tools to better execute Julien Oudart / contact@nukesuite.com / #CETME 2014
- 10. It’s a never-ending process Recruit… …Engage… …Reach… …Measure… …and do it all over again. Which means brands have an increasing number of things to do. (and limited budgets) Julien Oudart / contact@nukesuite.com / #CETME 2014
- 11. Social Media does impact all enterprise departments #Marketing “I want to use Social Media to boost brand awareness" #Sales “How can I use Social Media audience to drive in-store traffic” #Communication “How do I leverage Social Media to improve corporate communication?” #Customer Service #RP “Social Media creates new “I want to make sure i reach the right influencers” expectations and a new type of relation with our clients” Julien Oudart / contact@nukesuite.com / #CETME 2014
- 12. Question #3 HOW? ! So how do (or should) brands face those challenges?
- 13. Content management • Easier content creation process • Global and local content scheduling and calendar • Cross-network publication Julien Oudart / contact@nukesuite.com / #CETME 2014
- 14. Content validation • Multi-level online process validation • Improved team efficiency (no need to wait for validation through Excel file exchange) Digital Agency Brand Social Marketing Manager • Better global —-> local relation and collaboration Julien Oudart / contact@nukesuite.com / #CETME 2014
- 15. Engagement development • Ability to push brand content & mechanics • Leverage viral effect and organic recruitment • Collect and analyse profile and behavioural data Julien Oudart / contact@nukesuite.com / #CETME 2014
- 16. Conversation management • Track all conversations with fans • Create and assign tasks to your Customer Service team • Follow up workload and task completion • Analyse key information shared by the fans Julien Oudart / contact@nukesuite.com / #CETME 2014
- 17. Activity measurement • Follow up overall social media activities • Measure community engagement • Identify key influencers Julien Oudart / contact@nukesuite.com / #CETME 2014
- 18. Industry benchmark • Track main competitors activity • Create and leverage industry reports • Develop and analyse best practices Julien Oudart / contact@nukesuite.com / #CETME 2014
- 19. eReputation management • Track online conversations across the entire web (social networks, blogs, forums, etc…) • Measure overall eReputation score - and by verbatim • Oversee the “geography” of all conversations • Identify key influencers Julien Oudart / contact@nukesuite.com / #CETME 2014
- 20. Social profiling • Access to cross-network social profiles • Fan base segmentation based on advanced criteria • Integration with CRM tools CRM data Julien Oudart / contact@nukesuite.com / #CETME 2014