GMO Customer Council

WELCOME

Marc Osofsky

www.globalmarketingops.com

2

1. Web Production & Localization Merging

2. Global Consistency vs. Local Relevance (Glocal)

3. Cycle Time Reduction

4. SEO & Local Content Creation

5. Management Ignoring Operations

6. Unbundling Agency Spend

7. Digital Asset Management

8. International Social Media Monitoring & Insight

Top 8 Themes We Hear

1. Web Production and Localization Merging

Source content

LocalizedWeb

Pages on Staging

ProductionPost

Go-LiveFeedback

In-countryReview

Cycle Time Reduction Pressure

2. Global Consistency vs. Local Relevance

Local

Campaigns /

Local Agencies

Globally

Configurable

Global

Campaigns/

Basic Localization

Home

Country

Campaign /

Local Modify

Global Consistency

StrongWeak

Local

Relevance

Strong

Weak

3. Cycle Time Redution

2 6 15 25 40 600%

5%

10%

15%

20%

25%

30%

35%

Cycle Time Distribution

Avg. Cycle Time in Days

% o

f C

om

pa

nie

s

Bigger the Company, Longer the Cycle Time - NOT

$0 $10,000 $20,000 $30,000 $40,000 $50,0000

10

20

30

40

50

60

70

Company Size does not explain Cycle Times

Company Revenue ($MMs)

Cy

cle

Tim

e in

Da

ys

R2= 0.001

More Languages, Longer the Cycle Time- NOT

0 5 10 15 20 25 30 350

10

20

30

40

50

60

70

More Languages Do not Lead to Higher Cycle Times

# of Languages

Cy

cle

Tim

e in

Da

ys

R2= 0.076

Campaign Execution Artificially Split

Stage ActivitiesCampaign Management

Go to market strategy Campaign planning, creative briefs and budgeting Campaign performance tracking and improvement

Campaign Development

Campaign concept and message Campaign creative elements

Campaign Execution Localization (copy translation, appropriate image selection) Web production (deploying web assets and pages) Instrumentation (applying analytic tags to all assets, pages) Content marketing (organic search/social traffic to compelling content)

CampaignManagement

CampaignDevelopment

Corporate Marketing

Digital AgenciesIT Outsourcer

LocalizationAgency

CampaignExecution

Operational Model & Policies Determine Cycle Time

4. SEO & Local Content Creation

Measurement

1. Web Analytics - How many unique visitors do I have for translated content?

2. SEO - How do my pages rank for top keywords in each language?

Action

• Abandon – reduce translated content

• Commit – invest more to create compelling local content, engage locally and SEO

• Localized keywords – determine them

• Content Marketing – starts with localized keywords, engage with local bloggers

5. Management Ignoring Operations

NO WIN SITUATION Leadership ASSUMES campaigns and global marketing communications across channels will get executed flawlessly and it only hits their radar if there is a major issue

Execution Ownership Shifts in Digital/Social

CreativeBrief

CampaignMedia Mix

Companies Agencies

TV

Broadcast

Print

Radio

Outdoor

• No direct company interaction with prospects• Manage all execution• Capture all analytics• Determine airing times of ads• No feedback from audience

Broadcast Marketing Model

CreativeBrief

CampaignAssets

Companies AgenciesPPC

Digital/Social

Email

Display

Social

• 1:1 company interaction with people• Company owns all execution• Must capture own analytics• Audience determines interaction times• Constant feedback to monitor / respond

Digital/Social

Marketing Model

Blogs

Reviews

Mobile

CMOs Not Ready for Shift to Own Digital Execution

Source: IBM CMO Survey 2011

CMOs Need New Tech to Manage Digital Execution

Source: IBM CMO Survey 2011

Campaign Success (Concept vs. Execution)

Poor Results Optimal

Results

Fair ResultsBad Results

Global Execution

StrongWeak

Campaign

Concept

Strong

Weak

How to Make Mgmt Respect Operations?

1. Measurement

2. Campaign Uplift

3. SEO

4. Social

5. Global Brand Consistency

6. Other?

Continue to work with agencies on what they do best

Select a Global Marketing Operations provider to provide comparable-skilled resources at lower cost in outsourced / crowdsourced model

6: Unbundling Agency Spend

Hybrid Model

Strategic Tasks

Creative Tasks

Execution Tasks

Reuse Tasks

Maintenance Tasks

Routine Tasks

Agency Model

• Offer full service offering from Strategic to Routine

• Standard rates applied regardless of the strategic and creative content of the task

7. Digital Asset Management

• Companies that try to manage the highly iterative process of content localization and review through email and file servers have much higher cycle times

• Highly iterative processes with numerous hand-offs, parties and versions requires a DAM to enable best practice processes

8. Social Media Monitoring & Insight

Sentiment AnalysisMarket & User Relevant

1. Global sentiment analysis in an automated fashion

• Machine translation to determine metrics

• Human translation of positive and negative outliers

2. In-market insight to identify opportunities

• Crowdsourced, in-market, social media savvy individuals to identify trends companies can leverage for future marketing efforts