transforming fans into ambassadors

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Transforming fans into ambassadors

MASTERCLASS:

Making Social Media Work Globally and Locally

Gemma Trippas, Social Partnerships Manager - OracleJeremie Moritz, Social Media Manager - Pernod Ricard


The right level of local and global governance

Measuring and benchmarking

Where to find the biggest wins

Making Social Media work Globally and Locally


Relevance - Think Global Act Local

Slide acknowledgement “We Are Social”


Engagement This comes from two-way conversation & relevant content


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


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


Global and local considerations Relevance & Segmentation


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


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


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


Measurement and Benchmarking

Best performing time: Tuesday 7pmBest ratio: 1 post: 1319 actions

Worst performing time: Monday 10am

Measurement and Analysis; understand your audience - who and what they want

Track top-posts, response production & conversations


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


Structure

Structure Structure

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

Biggest Wins


Q&AGemma Trippas, Social Partnerships Manager - OracleJeremie Moritz, Social Media Manager - Pernod Ricard

transforming fans into ambassadors

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