Post on 19-Feb-2017
transcript
Scaling For Multimarket CampaignsLauren Simmiss & Jonah Berger
Operational Models Available to Multi-Market Campaigns
Scaling techniques & Content Generation
How to use Local Market Insights
INTRODUCTION
AMERICAS, EMEA & APAC HAVE SEEN TREMENDOUS GROWTH IN PERFORMANCE CONTENT
UK 2016 APAC 2016USA 2016
FUNDAMENTALS FOR MULTI-MARKET CAMPAIGNS
LEVERAGE LEARNINGS FROM GLOBAL AGENCY
SCALE OPERATIONS AND CENTRALISE WORK
APPLYING LOCAL MARKET KNOWLEDGE & INSIGHTS
FUNDAMENTALS FOR MULTI-MARKET CAMPAIGNS
LEVERAGE LEARNINGS FROM GLOBAL AGENCY
SCALE OPERATIONS AND CENTRALISE WORK
ENSURE MARKETS HAVE A SAY
WE HAVE GLOBAL COVERAGE
Search Engine Advertising Performics Regional
OVER 1,200 PERFORMANCE
EMPLOYEES ACROSS THE
GLOBE
300 SPECIALISTS WITH EXPERTISE
IN CONTENT IDEATION &
DEVELOPMENT AND TECHNICAL RESOLUTIONS
PERFORMICS’ HEADQUARTERS ARE LOCATED IN
LONDON, CHICAGO AND
SINGAPORE
OVER 35 LANGUAGES IN OUR LOCAL MARKET OFFICES
Americas: USA, Canada, Argentina, Brazil, Columbia, Mexico, Panama
Cover all Languages in North and South America
Asia: Singapore, Australia, China, India, Indonesia, Taiwan, Philippines
Cover all Languages in Asia
MENA: Lebanon, Saudi Arabia, Egypt, UAE, South Africa
Cover all Languages in MENA
Europe: France, Spain, Italy, Germany, Sweden, Norway, Denmark, Austria, Netherlands, Poland, Czech Republic, Switzerland, Belgium, Portugal, Croatia, Finland, Greece, Lithuania, Slovenia, Slovakia, Turkey, Romania, Ukraine, Russia
Cover all Languages in Europe
MOST COMMON
POTENTIAL MODELS FOR ACTIVATING PERFORMANCE CONTENT
ALL STRATEGY & EXECUTION MANAGED FROM THE LOCAL TEAMS
ALL STRATEGY & EXECUTION MANAGED FROM CENTRAL
TEAM, LOCAL TEAMS IN LOCALISATION ROLE
STRATEGY DEVELOPEDBY CENTRAL TEAM,
LOCAL TEAMS EXECUTE
HYBRID CENTRAL
CENTRE
LOCAL LOCAL LOCAL LOCAL LOCAL LOCAL LOCAL LOCAL
CENTRE CENTRE
LOCAL LOCAL LOCAL LOCAL
LOCAL
REDUCED RISK & ACCELERATED
GROWTH
NO SITE LEFT BEHIND IN
PROGRAMME
LEVERAGE GLOBAL AND LOCAL EXPERTISE
ECONOMIES OF SCALE
CONSISTENCYOF APPROACH
DEPLOYMENT OF PROGRESSIVE TACTICS IN
ALL MARKETS
BENEFITS OF A CENTRALLY-LED, LOCALLY-DRIVEN HYBRID PROGRAM
KPIs FY13 FY14 FY15 Evolution %
Impressions 70 000 000 70 000 000 25 000 000 -64%
Clicks 800 000 1 600 000 1 800 000 +125%
CTR 1,2% 2,3% 7,1% +489%
Avg. CPC 0,55 € 0,42 € 0,46 € -16%
Net. Budget +400 000 € +650 000 € +750 000 € +70%
EXAMPLES OF ADDED VALUE GENERATED IN 3 YEARSFOR ONE OF THE 10 BRANDS:
CENTRAL GLOBAL AGENCY TEAM RESPONSIBLE FOR STRATEGY & BEST PRACTICE:3 FTES, 20 MARKETS,10 BRANDS
BENEFITS HYBRID MODEL CASE STUDY
SET MARKET PRIORITIES BY CLUSTERING BY SKILLS
Note: Markets allocated across the three tiers based on the markets supplied in the brief
BASIC MARKETS
INTERMEDIATE MARKETS
ADVANCED MARKETS
PERFORMANCE CONTENT DOMINATION IS A GLOBAL EFFORT
WHO’S GOING TO HELP US
GROW?
ARE THERE DOCUMENTS
WE CAN UTILISE?
WHAT ABOUT TRAINING
SESSIONS?WE HAVE
SOMETHING GREAT TO
SHARE.
MEET THE PERFORMICS WORLDWIDE CENTRE OF EXCELLENCE
To support and accelerate our overall goal of accelerating Performance Content growth on a worldwide scale.
STARTED IN CHICAGO HQ
DRIVEN BY COMMUNITY
PRACTICE ELEVATION
OPERATIONAL EXCELLENCE
SPREADING PERFORMANCE CONTENT GLOBALLY
CLIENT SOLUTIONS
PERFORMANCECONTENT
PERFORMANCEMEDIA
PLANNING & INSIGHTS
ANALYTICS & TECHNOLOGY
BUSINESS DEVELOPMENT
COE LEADS COE COMMUNITYADVISORY BOARDCHECK-INS LOCAL SCORECARDS ISSUE ESCALATION
KNOWLEDGE MANAGEMENT PLATFORM
SHARING TRAINING COORDINATION
PRACTICE CHAMPIONING
STANDARDISATION
NEW BUSINESS
SNAPSHOT: A LOOK AT ONGOING GLOBAL PROJECTS
PLAYBOOKSTRAINING WEBINARS & LIBRARY
RESOURCE LIBRARY
NEW MARKET STARTER
KIT
FUNDAMENTALS FOR MULTI-MARKET CAMPAIGNS
LEVERAGE LEARNINGS FROM GLOBAL AGENCY
SCALE OPERATIONS AND CENTRALISE WORK
USING LOCAL MARKET KNOWLEDGE /INSIGHTS
FOCUS ON CROSS-DOMAIN/DEVICE FIXES AND SYNCHRONISE INSIGHTS GLOBALLY
ANALYSE ALL DOMAINS IN PARALLEL TO UNDERSTAND
STRENGTHS AND WEAKNESSES
LEVERAGE INSIGHTS FROM GLOBAL TEAM
CREATE LOCAL STRATEGIES WITHIN GLOBAL VIEW
Platform Migration
Performance Optimisation
Graphic Design &
Production
Log File Analysis
Marketplace Optimisation
Information Architecture
Local Optimisation
Editorial Production
Measurement & Analytics
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
UX Optimisation
& Testing
Content Marketing &
Digital PR
App Store Optimisation
STRATEGY ARCHITECTURE EXPERIENCE OPTIMISATION CONTENT MEASUREMENT
Platform Migration
Performance Optimisation
Graphic Design &
Production
Log File Analysis
Marketplace Optimisation
Information Architecture
Local Optimisation
Editorial Production
Measurement & Analytics
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
UX Optimisation
& Testing
Content Marketing &
Digital PR
App Store Optimisation
STRATEGY ARCHITECTURE EXPERIENCE OPTIMISATION CONTENT MEASUREMENT
ADDRESS MULTI-MARKET PERFORMANCE OPTIMISATION CHANGES FROM CENTRE
Titles and Descriptions
Missing Titles -
Duplicate Titles 66
Short Titles -
Max Title Length 11
Max Title Warnings -
Duplicate or Missing Descriptions 10
Titles and Descriptions
Missing Titles -
Duplicate Titles 79
Short Titles -
Max Title Length 2
Max Title Warnings 3
Duplicate or Missing Descriptions 35
Titles and Descriptions
Missing Titles -
Duplicate Titles 71
Short Titles -
Max Title Length 127
Max Title Warnings 16
Duplicate or Missing Descriptions 55
Titles and Descriptions
Missing Titles 3
Duplicate Titles 78
Short Titles -
Max Title Length 7
Max Title Warnings 1
Duplicate or Missing Descriptions -
Platform Migration
Performance Optimisation
Graphic Design &
Production
Log File Analysis
Marketplace Optimisation
Information Architecture
Local Optimisation
Editorial Production
Measurement & Analytics
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
UX Optimisation
& Testing
Content Marketing &
Digital PR
App Store Optimisation
STRATEGY ARCHITECTURE EXPERIENCE OPTIMISATION CONTENT MEASUREMENT
ENSURE THE SITE FOLLOWS SITE STRUCTURE IS WELL OPTIMISED
You will only have to track and pay for one web property
instead of many
Combining all sites onto one domain consolidates all of the authority from each individual
site = higher rankings
It will be easier to maintain and ensure uniformity across
the entire domain
.co.uk .fr .es .de .pl
.com
Platform Migration
Performance Optimisation
Graphic Design &
Production
Log File Analysis
Marketplace Optimisation
Information Architecture
Local Optimisation
Editorial Production
Measurement & Analytics
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
UX Optimisation
& Testing
Content Marketing &
Digital PR
App Store Optimisation
STRATEGY ARCHITECTURE EXPERIENCE OPTIMISATION CONTENT MEASUREMENT
CREATE SEARCH PLAYBOOKS TO DRIVE CONSISTENCY
Long-term SEO vision for where the brand is going
PORTFOLIO PRIORITIES
Editorial themes for all content to sit within
CLEAR TERRITORIES
Clustering markets to maximise scalability
MARKET INTEREST
Tier of strategy required to achieve goals
STRATEGY REQUIRED
UNDERSTAND TEAM ROLES & RESPONSIBILITIES
1, 2 AND 3 YEAR PLANNING
PLAYBOOK DEVELOPMENT
CENTRAL IMMERSION WORKSHOPS
CENTRAL STRATEGY
LOCAL INPUT TO PLAYBOOK
PLAYBOOK IMPLEMENTATION
STATUS & REPORTING
DAY TO DAY DELIVERABLES
GLOBAL LOCAL
FUNDAMENTALS FOR MULTI-MARKET CAMPAIGNS
LEVERAGE LEARNINGS FROM GLOBAL AGENCY
SCALE OPERATIONS AND CENTRALISE WORK
APPLYING LOCAL MARKET KNOWLEDGE & INSIGHTS
CREATE CONTENT THAT WORKS FOR MULTIPLE MARKETS
PRODUCE SCALABLE CONTENT THAT CAN BE ROLLED OUT QUICKLY AND LOCALISED
DEVELOP LANDMARK INITIATIVES THAT CAN BE USED BY ALL
MARKETS
USE LOCAL BLOGGERS IN LOCAL MARKETS
OPTIONS FOR UNDERSTANDING CONSUMER APPETITE ACROSS MARKETS
MARKET LOCALISTATION LOCAL MARKET ANALYSIS
80/20LOCALISE CENTRAL
ANALYSIS
ANALYSE LOCAL
LANGUAGE
THE NUMBER ONE RULE FOR MULTI-MARKET CAMPAIGNS
“Transcreation is a term used chiefly by advertising and marketing professionals to refer to the process of adapting a message
from one language to another, while maintaining its intent, style, tone and
context”
SCALING INSIGHTS FOR MULTI-MARKETS
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
UNDER-STAND
ANALYSING THESE TOUCHPOINTS ACROSS MULTI-MARKETS
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
UNDER-STAND
UNDERSTAND & ENGAGE WITH AUDIENCES’ WIDER INTERESTS IN LOCAL MARKETS
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
UNDER-STAND
Assets form foundation of digital PR and content marketing activity and they need to be adaptable
All keywords need to have search volumes in local languages
Global content strategy
BUY
CONSIDER
CONSIDERATIONS FOR MULTI-MARKET CONTENT
CONTENT MUST BE BUILT IN HTML 5 &
MOBILE FRIENDLY
CONTENT MUST BE ADAPTABLE
CONTENT MUST TAILORED LOCALLY
ONLINE CLIENT ROI SHOWCASE
http://performancecontent.performicslabs.com
http://content.performicslabs.com
KEY TAKEAWAYS
‒ Understand which type of work can be centralised to avoid duplication of efforts and costs
‒ Consolidate domains where possible in order to manage efficiencies
‒ International campaigns need local market input to understand local market nuisances
‒ The way people search around the world can change the way you create content
‒ Create visual assets that can be adapted by all devices and changed to local environments
CENTRALISATION LOCAL INPUT CREATE BIG CONTENT