transforming fans into ambassadors
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Copyright © 2012, Oracle and/or its affiliates. All rights reserved.1
Transforming fans into ambassadors
MASTERCLASS:
Making Social Media Work Globally and Locally
Gemma Trippas, Social Partnerships Manager - OracleJeremie Moritz, Social Media Manager - Pernod Ricard
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.2
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.3
The right level of local and global governance
Measuring and benchmarking
Where to find the biggest wins
Making Social Media work Globally and Locally
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Relevance - Think Global Act Local
Slide acknowledgement “We Are Social”
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Engagement This comes from two-way conversation & relevant content
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Global and local considerations Compliance Relevance & Segmentation Brand Consistency Organisation structure Customer Conversation
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Global and local considerations Compliance Relevance & Segmentation Brand Consistency Organisation structure Customer Conversation
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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
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Global and local considerations Compliance Relevance & Segmentation Brand Consistency Organisation structure Customer Conversation
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.10
Global and local considerations Relevance & Segmentation
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Global and local considerations Compliance Relevance & Segmentation Brand Consistency Organisation structure Customer Conversation
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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
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Global and local considerations Compliance Relevance & Segmentation Brand Consistency Organisation structure Customer Conversation
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
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Global and local considerations Compliance Relevance & Segmentation Brand Consistency Organisation structure Customer Conversation
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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
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Measurement and Benchmarking
Best performing time: Tuesday 7pmBest ratio: 1 post: 1319 actions
Worst performing time: Monday 10am
Measurement and Analysis; understand your audience - who and what they want
Track top-posts, response production & conversations
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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
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Structure
Structure Structure
Biggest Wins
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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
Biggest Wins
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Q&AGemma Trippas, Social Partnerships Manager - OracleJeremie Moritz, Social Media Manager - Pernod Ricard
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