Emakina

Emakina Academy #13

CMS for International Accounts

Flagey22nd April 2009

CMS for multinational companies:online trends for European brands

Brice Le BlévennecChief Visionary OfficerEmakina

The CMS challenges

The web has become the centre of gravity in the brand/consumer

relationship

Globalization is reshaping business every day

Brands must manage differenciated content at the national AND the

international levels

Multiple subsidiaries, multiple languages, multiple websites, multiple

workflows…

At the same time, companies must maintain a coherent and consistent

brand in terms of message and values

The economic crisis puts an extra-pressure on budgets and costs

How can you take up these challenges ?

The Solution: thinking global, acting local

Cost savings

Common sales & marketing

tools

Benchmark country results

Consistent brand experiences

Campaign integration

Adapt to local markets

Support local country teams

Centralize result based

reporting

Define KPI’s, best practices &

benchmarks

Brand deploymentBrand deployment

Local deployment

Rising trend to consolidate

Cost savings

Common sales & marketing

tools

Benchmark country results

Consistent brand

experiences

Campaign integration

Pan-EuropeanCentralisationPan-EuropeanCentralisation

FRFR

DEDE

UKUK

ESES

BEBE

ITIT

PLPL

NLNL

Yet differentiate on local level

Adapt to local markets

Support local country teams

Centralize result based

reporting

Define KPI’s, best practices

& benchmarks

Pan-EuropeanDeployment

Pan-EuropeanDeployment

FRFR

DEDE

UKUK

ESES

BEBE

ITIT

PLPL

NLNL

Let’s go back in time…

Porsche country sites a few years ago

Porsche saidSTOP

Porsche took control over their brand

A uniform quality brand experience

The result:a stronger brand

Why would countries cooperate?

Often reluctant to embrace corporate initiatives because:

It restricts their freedom

Less differentiating performance

Extra rules to follow are a burden

Because of this:

Missed opportunities

Best practices not shared

proactively

Less volume is sold

Not everybody as collaborating

as ideal to optimize the common balance sheet

International Brand

Countr

y 1

Countr

y 2

Countr

y 3

Countr

y 4

Unrealized potential

Unrealized potential

Perf

orm

ance

Bra

nd P

erf

orm

an

ce

ACT AS ONEACT AS ONE

Strong online brand, strong online countries

Brand platform to set benchmark for

consumer interaction :

Offer them a cost efficient platform

Cross-selling

Natural place for brands to

participate

The result = a power house with

power brand running at top

performance

International Brand

Countr

y 1

Countr

y 2

Countr

y 3

Countr

y 4

Performancegain

Emakina deployspan Europeansolutions

Emakina helps multinational companies to reduce their cost andstrengthen their brand experienceby providing transnational solutions

Ideal Supporting Toolset

Pan-European Online PlatformPan-European Online PlatformPan-European Online PlatformPan-European Online Platform

Platformtoolbox

Benchmark

Audience& Profiles

Social MediaSocial MediaCampaignsCampaigns

& Monitoring& Monitoring

Social MediaSocial MediaCampaignsCampaigns

& Monitoring& Monitoring

Local Local PromotionsPromotions

ManagementManagement

Local Local PromotionsPromotions

ManagementManagement

CentralCentralCRMCRM

DatabaseDatabase

CentralCentralCRMCRM

DatabaseDatabase

Display Display & Search& Search

CampaignsCampaigns

Display Display & Search& Search

CampaignsCampaigns

EmailEmailMarketingMarketing

ManagementManagement

EmailEmailMarketingMarketing

ManagementManagement

Web Web Content Content

ManagementManagement

Web Web Content Content

ManagementManagement

Web AnalyticsWeb AnalyticsKPI reportingKPI reportingData MiningData Mining

Web AnalyticsWeb AnalyticsKPI reportingKPI reportingData MiningData Mining

Your BrandYour BrandYour BrandYour BrandResultsResultsObjectivesObjectives

ProspectsProspectsProspectsProspects

CustomersCustomersCustomersCustomers

Country 1Country 1Country 1Country 1Localcountries Country 2Country 2Country 2Country 2 Country 4Country 4Country 4Country 4Country 3Country 3Country 3Country 3

Benecol Case > Business Objectives

Customer challenge

Raisio (Finland) has patent to a

unique cholesterol lowering

ingredient

Big FMCG groups (McCann, …)

have licensed it for local marketing

Benecol wants to help local

distributors to roll out brand

worldwide

Pan-European marketing platform will

result in:

Significant cost savings

Consistent brand experience

Market performance benchmarks

Your brand running at top performance

Thank You !Any Questions ?

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