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Mastering Global and Local Social Media Strategies: Transform Fans into Brand Ambassadors

Join industry experts Gemma Trippas from Oracle and Jeremie Moritz from Pernod Ricard as they explore effective social media strategies that resonate both globally and locally. Discover how to establish the right governance, measure success, and find significant wins through customer engagement. Learn essential practices for compliance, brand consistency, relevance, and audience segmentation. Gain insights into resource allocation and content syndication while developing a crisis management plan to safeguard your brand’s reputation.

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Mastering Global and Local Social Media Strategies: Transform Fans into Brand Ambassadors

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Presentation Transcript

  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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