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Transforming fans into ambassadors

MASTERCLASS: Making Social Media Work Globally and Locally. Transforming fans into ambassadors . Gemma Trippas, Social Partnerships Manager - Oracle Jeremie Moritz, Social Media Manager - Pernod Ricard. Making Social Media work Globally and Locally.

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Transforming fans into ambassadors

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  1. MASTERCLASS: Making Social Media Work Globally and Locally Transforming fans into ambassadors Gemma Trippas, Social Partnerships Manager - Oracle Jeremie Moritz, Social Media Manager - Pernod Ricard

  2. Making Social Media work Globally and Locally • The right level of local and global governance • Measuring and benchmarking • Where to find the biggest wins

  3. Relevance - Think Global Act Local Slide acknowledgement “We Are Social”

  4. Engagement • This comes from two-way conversation & relevant content

  5. Global and local considerations • Compliance • Relevance & Segmentation • Brand Consistency • Organisation structure • Customer Conversation

  6. Global and local considerations • Compliance • Relevance & Segmentation • Brand Consistency • Organisation structure • Customer Conversation

  7. 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

  8. Global and local considerations • Compliance • Relevance & Segmentation • Brand Consistency • Organisation structure • Customer Conversation

  9. Global and local considerations • Relevance & Segmentation

  10. Global and local considerations • Compliance • Relevance & Segmentation • Brand Consistency • Organisation structure • Customer Conversation

  11. 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

  12. Global and local considerations • Compliance • Relevance & Segmentation • Brand Consistency • Organisation structure • Customer Conversation

  13. 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

  14. Global and local considerations • Compliance • Relevance & Segmentation • Brand Consistency • Organisation structure • Customer Conversation

  15. 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

  16. Measurement and Benchmarking • Measurement and Analysis; understand your audience - who and what they want • Track top-posts, response production & conversations Best performing time: Tuesday 7pm Best ratio: 1 post: 1319 actions Worst performing time: Monday 10am

  17. 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

  18. Biggest Wins • Structure • Structure • Structure

  19. Biggest Wins • 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

  20. Q&A Gemma Trippas, Social Partnerships Manager - Oracle Jeremie Moritz, Social Media Manager - Pernod Ricard

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