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Global CXM:
How to Modernize Your
Global Marketing and
Content Strategy
Your partner in Global CXM

 Publicly traded company, long-term
stability and $430M annual revenues

 2,700+ employees, ...
SDL - Language Solutions Division
Technology

Consultancy

Marketing Translation
Translation Management

Services

Best Pr...
Optimizing CXM for the world’s top brands

4
What Is Global CXM Anyway?
Defining Global Customer Experience Management

6

CXM is a strategy and practice for managing customer experiences
online...
Three business requirements for Global CXM
Understand your
audiences’
interests and
motivations

Create relevant
experienc...
Critical components for Global CXM

8
The Global CXM Landscape
Luca Bruno / AP

Vatican City, Pope announcement

1

2005
2013

Michael Sohn / AP
The digital revolution has only started
Only 1/3 of world population has internet access

2/3 of the world left to go

Sma...
Global e-commerce market
North America

€294.2bn

Europe

€311.6bn

Middle
East/North
Africa

€10.8bn
Total ecommerce
mark...
Chinese emerging middle class

1

13

10% of population, 40% in 2020
The Globalization Factor
More channels, more content, more languages

15

The

“Big Language” Challenge
The online content explosion
PPC

Product
Help Content
Descriptions

Support
Content

Press
Releases

Knowledge
Base

Case...
Why language is important

20

70%
72%
Top 10 languages of Internet users

17%
27%
2%
3%
3%
3%
4%
4%
5%

8%

Internet World Stats, Miniwatts Marketing Group

24%...
Global customer experience
90% choose a
native language
website when
available

70+ languages
are supported by
twitter and...
An 8-Step Global CXM Action Plan
1. Rethink global integrated marketing worldview
Marketing
Analytics

Operations

Websites
SEO

Marketing
Automation

Onli...
2. Master the modern marketing must-haves
1. Content Strategy | Content Marketing
2. SEO
3. Social Media

4. Online Advert...
3. Map modern marketing pillars to CXM

23

CXM is a strategy and practice for managing customer experiences
online and of...
4. Map your global content strategy to CXM
A. Content audit, inventory, and mapping
B. Content planning, calendar, and pro...
5. Revisit your content marketing plans

QUOTE MEME

25

DATASHEET
6. Evaluate your CXM technology stack

26
7. Consider your current marketing skillset

Inbound
•
•
•
•
•
•

27

Content
Languages
Websites
SEO
Social Media
Online E...
8. Look at your marketing budget allocation

28
Q&A
Connect with me on LinkedIn and via:
Email:

cpolewarczyk@sdl.com

Twitter:

@Christine_Mktg

Mobile:

617-869-6031
Ch...
Additional modern global marketing resources

For a copy of these slides, please send
me an email at cpolewarczyk@sdl.com
...
Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand
names, trademarks, service marks, images and ...
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Global CXM: How to Modernize Your Global Marketing and Content Strategy

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Publié le

Gilbane 2013 conference presentation

Publié dans : Marketing, Business, Technologie
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Global CXM: How to Modernize Your Global Marketing and Content Strategy

  1. 1. Global CXM: How to Modernize Your Global Marketing and Content Strategy
  2. 2. Your partner in Global CXM  Publicly traded company, long-term stability and $430M annual revenues  2,700+ employees, 70 offices, 38 countries  1,500+ enterprise customers and partners 2  Innovative technology and services for enriching global customer experiences  Award-winning technology and services  Serving 72 of the top 100 global brands (Source: Interbrand 2012)
  3. 3. SDL - Language Solutions Division Technology Consultancy Marketing Translation Translation Management Services Best Practice for: Technical Translation Translation Management Testing & QA Terminology Management Automated Translation Translation Memory Global SXO/SEO Software Engineering Translation QA and Client Review Media Services Controlled Authoring iMT Terminology Management Developing KPIs Translator productivity  World leading provider of language technology and services  World largest network of in-house translators 3  80%+ of world translators rely on SDL  Integrated solutions for managing language and culture  Focus on quality and efficiency
  4. 4. Optimizing CXM for the world’s top brands 4
  5. 5. What Is Global CXM Anyway?
  6. 6. Defining Global Customer Experience Management 6 CXM is a strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied, loyal brand advocates and ambassadors.
  7. 7. Three business requirements for Global CXM Understand your audiences’ interests and motivations Create relevant experiences for your customers, regardless of channel 7 Align your organization across channels, markets, languages and teams
  8. 8. Critical components for Global CXM 8
  9. 9. The Global CXM Landscape
  10. 10. Luca Bruno / AP Vatican City, Pope announcement 1 2005 2013 Michael Sohn / AP
  11. 11. The digital revolution has only started Only 1/3 of world population has internet access 2/3 of the world left to go Smartphone sales overtook PC sales in 2011 Overtook feature phones April 2013 11
  12. 12. Global e-commerce market North America €294.2bn Europe €311.6bn Middle East/North Africa €10.8bn Total ecommerce market 2012 €889bn Latin America €42.1bn APAC €227.8bn
  13. 13. Chinese emerging middle class 1 13 10% of population, 40% in 2020
  14. 14. The Globalization Factor
  15. 15. More channels, more content, more languages 15 The “Big Language” Challenge
  16. 16. The online content explosion PPC Product Help Content Descriptions Support Content Press Releases Knowledge Base Case Studies User guides Whitepapers Blog Posts Graphics Reviews Customer insight Video Advertising Website Chat Online Consistency, relevancy, value 16 Social Posting
  17. 17. Why language is important 20 70% 72%
  18. 18. Top 10 languages of Internet users 17% 27% 2% 3% 3% 3% 4% 4% 5% 8% Internet World Stats, Miniwatts Marketing Group 24% English Chinese Spanish Japanese Portuguese German Arabic French Russian Korean Other
  19. 19. Global customer experience 90% choose a native language website when available 70+ languages are supported by twitter and facebook 78% more likely to buy if user instructions in their language 82% more likely to buy if promotional material in their language 81% of people more likely to buy if technical documentation in their language 60% in Japan and France will not buy from a site in another language
  20. 20. An 8-Step Global CXM Action Plan
  21. 21. 1. Rethink global integrated marketing worldview Marketing Analytics Operations Websites SEO Marketing Automation Online Events CMS . CRM Database CONTENT Languages Inside Sales PPC PR & AR Ads Outbound 21 Inbound Social Offline Events Email Direct Mail
  22. 22. 2. Master the modern marketing must-haves 1. Content Strategy | Content Marketing 2. SEO 3. Social Media 4. Online Advertising/PPC 5. Marketing Automation 6. Marketing Analytics 7. CRM 22
  23. 23. 3. Map modern marketing pillars to CXM 23 CXM is a strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied, loyal brand advocates and ambassadors.
  24. 24. 4. Map your global content strategy to CXM A. Content audit, inventory, and mapping B. Content planning, calendar, and project management C. Content editing (tone, voice, quality, readability) D. Content design, presentation and optimization E. Content translation and localization F. Content publishing and distribution G. Content management and curation H. Writer resources and in-house content expertise 24
  25. 25. 5. Revisit your content marketing plans QUOTE MEME 25 DATASHEET
  26. 26. 6. Evaluate your CXM technology stack 26
  27. 27. 7. Consider your current marketing skillset Inbound • • • • • • 27 Content Languages Websites SEO Social Media Online Events Outbound • • • • • • • Email Ads PPC Direct Mail Offline Events PR & AR Inside Sales CONTENT Operations • CMS • Marketing Automation • Marketing Analytics • CRM Database
  28. 28. 8. Look at your marketing budget allocation 28
  29. 29. Q&A Connect with me on LinkedIn and via: Email: cpolewarczyk@sdl.com Twitter: @Christine_Mktg Mobile: 617-869-6031 Christine Polewarczyk Senior Director of Marketing SDL 29
  30. 30. Additional modern global marketing resources For a copy of these slides, please send me an email at cpolewarczyk@sdl.com with “Gilbane presentation” in subject line. Thank You!
  31. 31. Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.

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