How to Execute an Efficient Regional / Global Social Strategy

CET Middle-East 25, Nov 2014

How to execute an efficient regional / global Social Marketing strategy

Julien Oudart NukeSuite CEO

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 / [email protected] / #CETME 2014

mailto:[email protected]

Question #1

WHY? !

So why has Social Media become such an important communication platform for brands?

A new way to manage the relationship

PRINTOUT

DOORRADIO TV DIGITAL

One-too-many one-way messages One-to-one conversations

SOCIAL MEDIA

The development of social media has created a number of opportunities (and a

few threats) for brands.



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



A broad number of possibilities

Brands’ work is becoming more complicated as the number of

options increases

SEO

SEMDisplay

Mobile

EmailSocial Media

Video

Native ads

Interactive TV



Question #2

WHAT? !

So what are the challenges faced by regional / global brands ?

A strong need for new organisations and tools

Market #1

Market #2

Market #3

Market #4

Market #5

Market #6….



It’s a complex ecosystem for brands and agencies

Digital Agency

Community Mgmt Agency

Local team member

Media Agency

Brand Marketing Mgr

Creative Agency

Brand Social Media Mgr

• Define the right organisation

• Set up most efficient cross-team processes

• Select tools to better execute

• Recruit the best people



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)



Social Media does impact all enterprise departments

“I want to use Social Media to boost brand awareness"

#Marketing

“How can I use Social Media audience to drive

in-store traffic”

#Sales

“How do I leverage Social Media to improve corporate

communication?”

#Communication

“I want to make sure i reach the right influencers”

#RP “Social Media creates new expectations and a new type of relation with our clients”

#Customer Service



Question #3

HOW? !

So how do (or should) brands face those challenges?

Content management

• Easier content creation process

• Global and local content scheduling and calendar

• Cross-network publication



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



Engagement development

• Ability to push brand content & mechanics

• Leverage viral effect and organic recruitment

• Collect and analyse profile and behavioural data



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



Activity measurement

• Follow up overall social media activities

• Measure community engagement

• Identify key influencers



Industry benchmark

• Track main competitors activity

• Create and leverage industry reports

• Develop and analyse best practices



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



Social profiling

• Access to cross-network social profiles

• Fan base segmentation based on advanced criteria

• Integration with CRM tools

CRM data



[email protected] +971 552391609
