Building a Multi-Country Social Media Program (AdTech Singapore)
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How do you balance quality and consistency with a need for local authenticity? This session will examine how Shangri-la Hotels offers the highest possible customer experience, as they approach a revamped digital strategy with the assistance of brand stewards Ogilvy Digital. See how they plan to bring personal, local service and know-how with the prestige and polish expected by their loyal customers. Leave with practical advice on executing regional social programs and getting the most out of your local experts and agency expertise. Key Takeaways Developing strong brand pillars that allow for localization Becoming teachers and enablers Creating Global/Local systems and processes for marketing and service
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Building a Multi-Country Social Media Program (AdTech Singapore)
- 1. Building a Multi-Country Social Media Programme Derek Laney Director Product Marketing @derektweets #adtechsg
- 2. Derek Laney Director Product Marketing Management SalesforceMarketing Cloud @derektweets WidhadhWaheed Director of Social Media Marketing, Shangri-La @widhadh Scott McBride Head of Digital, Ogilvy & Mather Group, Hong Kong @ismcb
- 3. Skills of the Modern Marketer Keeping up to date is challenging
- 4. Skills of the Modern Marketer Keeping up to date is challenging
- 5. Business Case is No Longer Elusive 51% of consumers are more likely to buy a product or brand after liking them on Facebook Consumers 40% more likely to spend money with brands that engage on social Companies that don’t engage on social see customer churn 15% higher than those that do “JetBlue can handle five customer related tweets for every one call handled through a call center.” – Bain & Co: Putting Social Media to Work
- 6. Asia Has Unique Challenges for Social Business Language Culture Unique Networks
- 7. Today’s Objectives Today’s Learning Objectives: Choose the right formation for global local Choose the right strategy for your goal Produce content that builds relationships
- 10. Shared Learning Research Monitoring Measuring Reporting Digital Engagement Guidelines and Assessments Engage and React Build Brand Awareness and Increase Brand Affinity Key Stakeholders take assessments Engage and React Location Insights Value Adds
- 11. Personalized Services Originate from Data
- 16. Scott McBride Head of Digital
- 17. Every brand strategy has a unique flavor
- 18. Collaboration is about the people not the company
- 19. Social savvy not just Agency savvy
- 20. Social has grown up in terms of returns
- 21. Scalable Strategy – Local Goes Global
- 23. Listen at Scale
- 24. Create Scalable Content Pillars Move, Nourish, Believe
- 25. Reusable Engagement Mechanics Seek Opinions Activate Advocates Involve in Design
- 26. Measure and Replicate Success Social Goals Sales Goals
- 27. Derek Laney Director Product Marketing Management SalesforceMarketing Cloud @derektweets WidhadhWaheed Director of Social Media Marketing, Shangri-La @widhadh Scott McBride Head of Digital, Ogilvy & Mather Group, Hong Kong @ismcb
- 28. Just in case… Today’s Learning Objectives: Right Formation Right Strategy Relationship building Content
Notes de l'éditeur
- QUANT HARD NumbersIncrease RevReduced Cost: We are seeing more customers start to quantify the cost savings of reduced call volume and enhanced real time customer service through social. Relevant Ex by Customer/Preso here:Utility companies managing outages and driving communication via social, leverage social engagement to drive EE behavior change and assess attitudes toward Smart Grid. Boulder Energy Smart ARRA-funded no mass marketing Non-profits and higher ed use social to drive fundraising and donor engagementOther companies are linking social media benchmark metrics to CSAT scoresFor customers already on the Salesforce platform, this is an value worth exploring.
- SLIDE 1a). StrategyEvery brand strategy has a unique flavor as social, the channel, plays and unique role in their channel mix e.g. SLA: the brand proposition in social ‘welcome a stranger as ones own’Intel: lightweight entertainment / fun in-social, in-storeLC: educating consumers, data, omni-channel lifestyle destination b). GoalsAs such goals flex to that strategy: SLA: building connections with guests / lookalikes around who we are and where we areIntel: campaign participation and drive to storeLC: data acquisition and multiple doorsway to the brand / to shop
- SLIDE 3a). Talent / Skills / IntegrationIntegration, the BIG word, is as important in the engine room as it is in the channel mix. We find across Ogilvy’s multiple disciplines that having a linear social and digital practice enables us to mix the best talent, skills and knowledge. Traditionally large creative agencies are comms savvy not social savvyIntegrated campaigns are relatively easy, social campaigns harder Using the same three client examples, different strategies and objectives, means a different talent mix: SLA: OMA and socialIntel: OAction and socialLC: OOne and social
- a). MeasurementIt’s true to say that social has / is growing up. It’s no longer ruled by unquantifiable metrics of fan growth and PTAT. We’re now in a linked world of dollar returns, attribution and value to the bottom line. Single customer view using social to unlock future value: SLA: GC connectivity with FB fans simple return modelingIntel: social demand generation and in-store sales across campaignsLC: DB building, first online sale conversion and omni-channel tracking
- Grassroots relationships, Move Norish BelieveOn instagram alone 50,000 tagged imagesLast year, one competition 60,000 entries
- 2 ears and 1 moutha) See how people engaging around active livingb) Learn from others in the industry, what has worked, what didn'tc) Systematically Collect Word Of Mouth from Staffd) Identify influencers and activate super-fans
- Move - Norish - recipes, beautyBelieve - positivity and happiness
- Fan Opinions on Fashion - make the pieces conversationalFan Advocacy (50K photos on instagram)Fan Participation in Product* inspirational singlet, UGC to submit their own slogans’ designs, profit share. 60K submissions (40,000product sizes, maternity, larger sizes
- 10% purely on a last click basis, more on Multi-touch Store based social KPIs, growth, engagementCombined with sales dataMove the focus to long term relationships not quick sales