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Marc Osof
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GMO Customer Council
WELCOME
Marc Osofsky
www.globalmarketingops.com
2
1. Web Production & Localization Merging
2. Global Consistency vs. Local Relevance (Glocal)
3. Cycle Time Reduction
4. SEO & Local Content Creation
5. Management Ignoring Operations
6. Unbundling Agency Spend
7. Digital Asset Management
8. International Social Media Monitoring & Insight
Top 8 Themes We Hear
1. Web Production and Localization Merging
Source content
LocalizedWeb
Pages on Staging
ProductionPost
Go-LiveFeedback
In-countryReview
Cycle Time Reduction Pressure
2. Global Consistency vs. Local Relevance
Local
Campaigns /
Local Agencies
Globally
Configurable
Global
Campaigns/
Basic Localization
Home
Country
Campaign /
Local Modify
Global Consistency
StrongWeak
Local
Relevance
Strong
Weak
3. Cycle Time Redution
2 6 15 25 40 600%
5%
10%
15%
20%
25%
30%
35%
Cycle Time Distribution
Avg. Cycle Time in Days
% o
f C
om
pa
nie
s
Bigger the Company, Longer the Cycle Time - NOT
$0 $10,000 $20,000 $30,000 $40,000 $50,0000
10
20
30
40
50
60
70
Company Size does not explain Cycle Times
Company Revenue ($MMs)
Cy
cle
Tim
e in
Da
ys
R2= 0.001
More Languages, Longer the Cycle Time- NOT
0 5 10 15 20 25 30 350
10
20
30
40
50
60
70
More Languages Do not Lead to Higher Cycle Times
# of Languages
Cy
cle
Tim
e in
Da
ys
R2= 0.076
Campaign Execution Artificially Split
Stage ActivitiesCampaign Management
Go to market strategy Campaign planning, creative briefs and budgeting Campaign performance tracking and improvement
Campaign Development
Campaign concept and message Campaign creative elements
Campaign Execution Localization (copy translation, appropriate image selection) Web production (deploying web assets and pages) Instrumentation (applying analytic tags to all assets, pages) Content marketing (organic search/social traffic to compelling content)
CampaignManagement
CampaignDevelopment
Corporate Marketing
Digital AgenciesIT Outsourcer
LocalizationAgency
CampaignExecution
Operational Model & Policies Determine Cycle Time
4. SEO & Local Content Creation
Measurement
1. Web Analytics - How many unique visitors do I have for translated content?
2. SEO - How do my pages rank for top keywords in each language?
Action
• Abandon – reduce translated content
• Commit – invest more to create compelling local content, engage locally and SEO
• Localized keywords – determine them
• Content Marketing – starts with localized keywords, engage with local bloggers
5. Management Ignoring Operations
NO WIN SITUATION Leadership ASSUMES campaigns and global marketing communications across channels will get executed flawlessly and it only hits their radar if there is a major issue
Execution Ownership Shifts in Digital/Social
CreativeBrief
CampaignMedia Mix
Companies Agencies
TV
Broadcast
Radio
Outdoor
• No direct company interaction with prospects• Manage all execution• Capture all analytics• Determine airing times of ads• No feedback from audience
Broadcast Marketing Model
CreativeBrief
CampaignAssets
Companies AgenciesPPC
Digital/Social
Display
Social
• 1:1 company interaction with people• Company owns all execution• Must capture own analytics• Audience determines interaction times• Constant feedback to monitor / respond
Digital/Social
Marketing Model
Blogs
Reviews
Mobile
CMOs Not Ready for Shift to Own Digital Execution
Source: IBM CMO Survey 2011
CMOs Need New Tech to Manage Digital Execution
Source: IBM CMO Survey 2011
Campaign Success (Concept vs. Execution)
Poor Results Optimal
Results
Fair ResultsBad Results
Global Execution
StrongWeak
Campaign
Concept
Strong
Weak
How to Make Mgmt Respect Operations?
1. Measurement
2. Campaign Uplift
3. SEO
4. Social
5. Global Brand Consistency
6. Other?
Continue to work with agencies on what they do best
Select a Global Marketing Operations provider to provide comparable-skilled resources at lower cost in outsourced / crowdsourced model
6: Unbundling Agency Spend
Hybrid Model
Strategic Tasks
Creative Tasks
Execution Tasks
Reuse Tasks
Maintenance Tasks
Routine Tasks
Agency Model
• Offer full service offering from Strategic to Routine
• Standard rates applied regardless of the strategic and creative content of the task
7. Digital Asset Management
• Companies that try to manage the highly iterative process of content localization and review through email and file servers have much higher cycle times
• Highly iterative processes with numerous hand-offs, parties and versions requires a DAM to enable best practice processes
8. Social Media Monitoring & Insight
Sentiment AnalysisMarket & User Relevant
1. Global sentiment analysis in an automated fashion
• Machine translation to determine metrics
• Human translation of positive and negative outliers
2. In-market insight to identify opportunities
• Crowdsourced, in-market, social media savvy individuals to identify trends companies can leverage for future marketing efforts