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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.
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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
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.4
Relevance - Think Global Act Local
Slide acknowledgement “We Are Social”
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.5
Engagement This comes from two-way conversation & relevant content
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.6
Global and local considerations Compliance Relevance & Segmentation Brand Consistency Organisation structure Customer Conversation
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.7
Global and local considerations Compliance Relevance & Segmentation Brand Consistency Organisation structure Customer Conversation
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
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.9
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
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.11
Global and local considerations Compliance Relevance & Segmentation Brand Consistency Organisation structure Customer Conversation
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
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.13
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
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.15
Global and local considerations Compliance Relevance & Segmentation Brand Consistency Organisation structure Customer Conversation
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
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.17
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
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
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.19
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
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.21
Q&AGemma Trippas, Social Partnerships Manager - OracleJeremie Moritz, Social Media Manager - Pernod Ricard
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