emakina academy #13 : introduction
TRANSCRIPT
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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