Post on 12-Jul-2015
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 traffic !
• 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
Question #1
WHY? !
So why has Social Media become such an important communication platform for brands?
A new way to manage the relationship
PRINTOFF LINE
RADIO 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.
Julien Oudart / contact@nukesuite.com / #CETME 2014
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
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
Julien Oudart / contact@nukesuite.com / #CETME 2014
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….
Julien Oudart / contact@nukesuite.com / #CETME 2014
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
Julien Oudart / contact@nukesuite.com / #CETME 2014
It’s a continual 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
Social Media does impact all enterprise departments
“I want to use Social Media to boost brand awareness"
#Marketing
“How can I use a social 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
Julien Oudart / contact@nukesuite.com / #CETME 2014
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
Julien Oudart / contact@nukesuite.com / #CETME 2014
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
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
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
Activity measurement
• Follow up overall social media activities
• Measure community engagement
• Identify key influencers
Julien Oudart / contact@nukesuite.com / #CETME 2014
Industry benchmark
• Track main competitors activity
• Create and leverage industry reports
• Develop and analyse best practices
Julien Oudart / contact@nukesuite.com / #CETME 2014
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
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