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Nuke Suite How To Execute An Efficient Social Strategy
1. How to execute an efficient regional /
global Social Marketing strategy
Julien Oudart
NukeSuite CEO
CET Middle-East 25, Nov 2014
2. Today’s discussion
• Drive customer acquisition
and engagement through
compelling content
!
• Use innovative tools to
increase social audience
and drive quality traffic
!
• Optimise team efficiency
within cross-market
organisations
How to Execute
an Efficient Social
Marketing
Strategy for a
global / regional
Brand
Julien Oudart / contact@nukesuite.com / #CETME 2014
3. Question #1
WHY?
!
So why has Social Media become such an
important communication platform for brands?
4. A new way to manage the relationship
PRINT
One-too-many one-way messages One-to-one
OFF
LINE
RADIO TV DIGITAL
conversations
SOCIAL
MEDIA
The development of social media has
created a number of opportunities (and a
few threats) for brands.
Julien Oudart / contact@nukesuite.com / #CETME 2014
5. Facts & Figures
US digital ad
spending will
overtake TV ad
spending for the first
time in 2016-2017 *
* Source: eMarketer / Forrester 2014
Global enterprise
software market to
grow from $4.77bn
in 2014 to $8.14bn
in 2019
* Source: MarketWatch 2014
Julien Oudart / contact@nukesuite.com / #CETME 2014
6. A broad number of possibilities
Brands’ work is
becoming more
complicated as
the number of
options increases
SEO
Display SEM
Mobile
Email
Social
Media
Video
Native
ads
Interactive
TV
Julien Oudart / contact@nukesuite.com / #CETME 2014
7. Question #2
WHAT?
!
So what are the challenges faced by regional /
global brands ?
8. A strong need for new organisations and tools
Market #1
Market #2
Market #3
Market #4
Market #5
Market #6
….
Julien Oudart / contact@nukesuite.com / #CETME 2014
9. It’s a complex ecosystem for brands and agencies
Digital
Agency
Community
Mgmt Agency
Local team
member
Brand
Marketing Mgr
Media Agency
Creative
Agency
Brand
Social Media Mgr
• Define the right
organisation
• Recruit the best
people
• Set up most efficient
cross-team processes
• Select tools to better
execute
Julien Oudart / contact@nukesuite.com / #CETME 2014
10. It’s a continual process
Recruit… …Engage… …Reach… …Measure…
…and do it all over again.
Which means brands have an
increasing number of things to do.
(and limited budgets)
Julien Oudart / contact@nukesuite.com / #CETME 2014
11. Social Media does impact all enterprise departments
#Marketing
“I want to use Social Media
to boost brand awareness"
#Sales
“How can I use a social
audience to drive in-store
traffic”
#Communication
“How do I leverage Social
Media to improve corporate
communication?”
#Customer Service
#RP “Social Media creates new
“I want to make sure I reach
the right influencers”
expectations and a new type
of relation with our clients”
Julien Oudart / contact@nukesuite.com / #CETME 2014
12. Question #3
HOW?
!
So how do (or should) brands face those
challenges?
13. Content management
• Easier content
creation process
• Global and local
content scheduling
and calendar
• Cross-network
publication
Julien Oudart / contact@nukesuite.com / #CETME 2014
14. Content validation
• Multi-level online
process validation
• Improved team
efficiency (no need to
wait for validation
through Excel file
exchange)
Digital
Agency
Brand Social
Marketing Manager
• Better global —-> local
relation and collaboration
Julien Oudart / contact@nukesuite.com / #CETME 2014
15. Engagement development
• Ability to push brand
content & mechanics
• Leverage viral effect
and organic
recruitment
• Collect and analyse
profile and
behavioural data
Julien Oudart / contact@nukesuite.com / #CETME 2014
16. Conversation management
• Track all conversations
with fans
• Create and assign tasks
to your Customer
Service team
• Follow up workload
and task completion
• Analyse key
information shared by
the fans
Julien Oudart / contact@nukesuite.com / #CETME 2014
17. Activity measurement
• Follow up overall
social media activities
• Measure community
engagement
• Identify key
influencers
Julien Oudart / contact@nukesuite.com / #CETME 2014
18. Industry benchmark
• Track main competitors
activity
• Create and leverage
industry reports
• Develop and analyse
best practices
Julien Oudart / contact@nukesuite.com / #CETME 2014
19. eReputation management
• Track online
conversations across
the entire web (social
networks, blogs,
forums, etc…)
• Measure overall
eReputation score -
and by verbatim
• Oversee the
“geography” of all
conversations
• Identify key
influencers
Julien Oudart / contact@nukesuite.com / #CETME 2014
20. Social profiling
• Access to cross-network
social
profiles
• Fan base
segmentation based
on advanced criteria
• Integration with CRM
tools
CRM data
Julien Oudart / contact@nukesuite.com / #CETME 2014
