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Pull Marketing: The Disruptive New Force in Localization Catherine Mbeng and Devyani Bhattacharjee June 12, 2012.

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Präsentation zum Thema: "Pull Marketing: The Disruptive New Force in Localization Catherine Mbeng and Devyani Bhattacharjee June 12, 2012."—  Präsentation transkript:

1 Pull Marketing: The Disruptive New Force in Localization Catherine Mbeng and Devyani Bhattacharjee June 12, 2012

2 ©2012 SAP AG. All rights reserved.2 About SAP Worlds largest provider of business software Number one in applications Number one in analytics Number one in mobile Number two in cloud More than 180,000 of the worlds best-run businesses Impact on more than 500 million people

3 ©2012 SAP AG. All rights reserved.3 About SAP Vision Help the world run better

4 ©2012 SAP AG. All rights reserved.4 About SAP Mission Help every customer become a best-run business

5 The transformation of marketing

6 ©2012 SAP AG. All rights reserved.6 The business context: unprecedented empowerment of people More than 1.2 billion people are engaged in social networks There are more mobile phones than there are people today More than 15 billion devices will be capable of connecting to the Internet by 2013 More data has been created in the last five years than in the entire history of mankind The collective result of these trends is the unprecedented empowerment of people

7 ©2012 SAP AG. All rights reserved.7 Strategic importance of localization increases as the era of consumer control expands worldwide Majority of the Internet population lives in the Asia-Pacific region and in Africa Language diversity is exploding as global Internet and mobile penetration increases Geographic footprint of some major social networks is shifting Top social networks in Brazil, Russia, India, and China (BRIC countries) are local Majority of the audiences for U.S.-based top- tier social networks are no longer limited to the United States or English-speaking countries Cultures are driving social behaviors online

8 ©2012 SAP AG. All rights reserved.8 Pull marketing: the disruptive new force in localization The era of consumer control is driving a mindset shift in marketing – from pushing content out to letting consumers drive the conversation and seek the content that they require. Marketers are challenged to seek to understand what messages and content will meet an audiences needs – not to control the message or content. Content needs to be surfaced where the audience is already engaged and seeking information. This new consumer paradigm is the disruptive new force in localization, challenging the industry to adapt its business models and expand its scope from static to insight-driven, real-time localization.

9 Localization in the context of pull marketing

10 ©2012 SAP AG. All rights reserved.10 Localization is driving the conversation Local pull is generated both by companies and users 1.Influencers and community leaders – who generate most of the pull attract local segments and fans 2.Social sharing – online sharing creates communities of users of similar interests, and locale is one of the most important 3.Local user-generated content – an important means of garnering influence and pull, it primarily attracts local readers 4.Campaigns – are highly localized by global brands on media such as Facebook to attract local segments ©2011 SAP AG. All rights reserved. Starbuckss localized pages allows it to adapt its messaging to different regions and cultures, delivering higher local likes and results

11 ©2012 SAP AG. All rights reserved.11 The online search market in Russia is itself ruled by a local player, Yandex. ©2011 SAP AG. All rights reserved. Localization is driving the conversation Online search has gone all local Localized keywords are increasingly becoming more popular than global ones Online search is the major tool to find local products and services (used by 86% of consumers) More than 20% of all searches on Google each day have a local intent One-third of all mobile searches is local Source: --what-you-need-to-know/welcome-to-the-pull-era-of- marketing--internet-marketing-news/ http://www.teambishop.net/showcase/internet-basics- --what-you-need-to-know/welcome-to-the-pull-era-of- marketing--internet-marketing-news/

12 ©2012 SAP AG. All rights reserved.12 Localization is driving the conversation Flourishing local social media and languages in global social media Social media pull in most emerging markets led by local players. Brazil, Poland, Russia, China and South Korea are only some of the countries where Facebook is the second largest player. Source: comScore Media Metrix, January 2010 –October 2011 Measured Metric: Total number of unique visitors Language diversity is greater than before. The highest-growing languages in Facebook – Portuguese, Spanish, and Arabic. Source: gold.insidernetwork.com/facebook; July 2010

13 Marketing localization at SAP today

14 ©2012 SAP AG. All rights reserved.14 Our 360-degree approach to content-marketing localization Closely collaborating with global, regional, and local teams to deliver these localization services Best practices Localization efficiency Localization analytics Localization planning Country enablement Content delivery See the 360-degree process in action on our localization wiki and community site.localization wikicommunity site 360-degree approach to localization

15 ©2012 SAP AG. All rights reserved.15 The challenge: Evolving from static to fluid localization

16 Where do we go from here?

17 ©2012 SAP AG. All rights reserved.17 Our localization process: A systematic approach Driving pull marketing across the value chain * Services delivered in close collaboration with global, regional, and local teams In the rollout phase, we pull content based local requirements 360-degree approach to localization In the roll-in phase, we measure, analyze efficiency, and share learning 360-degree approach to pull marketing

18 ©2012 SAP AG. All rights reserved.18 Transitioning from static to fluid content Services framework: overview Localization ROI Channel reporting and analysis Channel testing optimization Best practices sharing Multilingual Channel Management Capacity planning and procurement Multilingual content rollout Response management Social Media Monitoring Local channel segmentation Multilingual monitoring of social media Gathering of localization insights Community Enablement Consumer sentiment analysis Coaching and training Guidelines and policies

19 Conclusion

20 ©2012 SAP AG. All rights reserved.20 Conclusion The importance of localization is growing as marketing shifts to pull marketing, enabling companies to become more adept at understanding and tuning a customers experience to the expectations of local consumers.

21 ©2012 SAP AG. All rights reserved.21 ©2011 SAP AG. All rights reserved.6 Localization in pull marketing helps place customers in the center of marketing

22 Thank you

23 ©2012 SAP AG. All rights reserved.23 © 2012 SAP AG. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed without prior notice. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. Microsoft, Windows, Excel, Outlook, PowerPoint, Silverlight, and Visual Studio are registered trademarks of Microsoft Corporation. IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, System x, System z, System z10, z10, z/VM, z/OS, OS/390, zEnterprise, PowerVM, Power Architecture, Power Systems, POWER7, POWER6+, POWER6, POWER, PowerHA, pureScale, PowerPC, BladeCenter, System Storage, Storwize, XIV, GPFS, HACMP, RETAIN, DB2 Connect, RACF, Redbooks, OS/2, AIX, Intelligent Miner, WebSphere, Tivoli, Informix, and Smarter Planet are trademarks or registered trademarks of IBM Corporation. Linux is the registered trademark of Linus Torvalds in the United States and other countries. Adobe, the Adobe logo, Acrobat, PostScript, and Reader are trademarks or registered trademarks of Adobe Systems Incorporated in the United States and other countries. Oracle and Java are registered trademarks of Oracle and its affiliates. UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group. Citrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, and MultiWin are trademarks or registered trademarks of Citrix Systems Inc. HTML, XML, XHTML, and W3C are trademarks or registered trademarks of W3C ®, World Wide Web Consortium, Massachusetts Institute of Technology. Apple, App Store, iBooks, iPad, iPhone, iPhoto, iPod, iTunes, Multi-Touch, Objective-C, Retina, Safari, Siri, and Xcode are trademarks or registered trademarks of Apple Inc. IOS is a registered trademark of Cisco Systems Inc. RIM, BlackBerry, BBM, BlackBerry Curve, BlackBerry Bold, BlackBerry Pearl, BlackBerry Torch, BlackBerry Storm, BlackBerry Storm2, BlackBerry PlayBook, and BlackBerry App World are trademarks or registered trademarks of Research in Motion Limited. Google App Engine, Google Apps, Google Checkout, Google Data API, Google Maps, Google Mobile Ads, Google Mobile Updater, Google Mobile, Google Store, Google Sync, Google Updater, Google Voice, Google Mail, Gmail, YouTube, Dalvik and Android are trademarks or registered trademarks of Google Inc. INTERMEC is a registered trademark of Intermec Technologies Corporation. Wi-Fi is a registered trademark of Wi-Fi Alliance. Bluetooth is a registered trademark of Bluetooth SIG Inc. Motorola is a registered trademark of Motorola Trademark Holdings LLC. Computop is a registered trademark of Computop Wirtschaftsinformatik GmbH. SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer, StreamWork, SAP HANA, and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other Business Objects products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company. Sybase and Adaptive Server, iAnywhere, Sybase 365, SQL Anywhere, and other Sybase products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Sybase Inc. Sybase is an SAP company. Crossgate, EDDY, B2B 360°, and B2B 360° Services are registered trademarks of Crossgate AG in Germany and other countries. Crossgate is an SAP company. All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifications may vary. The information in this document is proprietary to SAP. No part of this document may be reproduced, copied, or transmitted in any form or for any purpose without the express prior written permission of SAP AG.

24 ©2012 SAP AG. All rights reserved.24 © 2012 SAP AG. Alle Rechte vorbehalten. Weitergabe und Vervielfältigung dieser Publikation oder von Teilen daraus sind, zu welchem Zweck und in welcher Form auch immer, ohne die ausdrückliche schriftliche Genehmigung durch SAP AG nicht gestattet. In dieser Publikation enthaltene Informationen können ohne vorherige Ankündigung geändert werden. Die von SAP AG oder deren Vertriebsfirmen angebotenen Softwareprodukte können Softwarekomponenten auch anderer Softwarehersteller enthalten. Microsoft, Windows, Excel, Outlook, und PowerPoint sind eingetragene Marken der Microsoft Corporation. IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, System x, System z, System z10, z10, z/VM, z/OS, OS/390, zEnterprise, PowerVM, Power Architecture, Power Systems, POWER7, POWER6+, POWER6, POWER, PowerHA, pureScale, PowerPC, BladeCenter, System Storage, Storwize, XIV, GPFS, HACMP, RETAIN, DB2 Connect, RACF, Redbooks, OS/2, AIX, Intelligent Miner, WebSphere, Tivoli, Informix und Smarter Planet sind Marken oder eingetragene Marken der IBM Corporation. Linux ist eine eingetragene Marke von Linus Torvalds in den USA und anderen Ländern. Adobe, das Adobe-Logo, Acrobat, PostScript und Reader sind Marken oder eingetragene Marken von Adobe Systems Incorporated in den USA und/oder anderen Ländern. Oracle und Java sind eingetragene Marken von Oracle und/oder ihrer Tochtergesellschaften. UNIX, X/Open, OSF/1 und Motif sind eingetragene Marken der Open Group. Citrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame und MultiWin sind Marken oder eingetragene Marken von Citrix Systems, Inc. HTML, XML, XHTML und W3C sind Marken oder eingetragene Marken des W3C ®, World Wide Web Consortium, Massachusetts Institute of Technology. Apple, App Store, iBooks, iPad, iPhone, iPhoto, iPod, iTunes, Multi-Touch, Objective-C, Retina, Safari, Siri und Xcode sind Marken oder eingetragene Marken der Apple Inc. IOS ist eine eingetragene Marke von Cisco Systems Inc. RIM, BlackBerry, BBM, BlackBerry Curve, BlackBerry Bold, BlackBerry Pearl, BlackBerry Torch, BlackBerry Storm, BlackBerry Storm2, BlackBerry PlayBook und BlackBerry App World sind Marken oder eingetragene Marken von Research in Motion Limited. Google App Engine, Google Apps, Google Checkout, Google Data API, Google Maps, Google Mobile Ads, Google Mobile Updater, Google Mobile, Google Store, Google Sync, Google Updater, Google Voice, Google Mail, Gmail, YouTube, Dalvik und Android sind Marken oder eingetragene Marken von Google Inc. INTERMEC ist eine eingetragene Marke der Intermec Technologies Corporation. Wi-Fi ist eine eingetragene Marke der Wi-Fi Alliance. Bluetooth ist eine eingetragene Marke von Bluetooth SIG Inc. Motorola ist eine eingetragene Marke von Motorola Trademark Holdings, LLC. Computop ist eine eingetragene Marke der Computop Wirtschaftsinformatik GmbH. SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer, StreamWork, SAP HANA und weitere im Text erwähnte SAP-Produkte und ­ Dienstleistungen sowie die entsprechenden Logos sind Marken oder eingetragene Marken der SAP AG in Deutschland und anderen Ländern. Business Objects und das Business-Objects-Logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius und andere im Text erwähnte Business- Objects-Produkte und ­Dienstleistungen sowie die entsprechenden Logos sind Marken oder eingetragene Marken der Business Objects Software Ltd. Business Objects ist ein Unternehmen der SAP AG. Sybase und Adaptive Server, iAnywhere, Sybase 365, SQL Anywhere und weitere im Text erwähnte Sybase-Produkte und -Dienstleistungen sowie die entsprechenden Logos sind Marken oder eingetragene Marken der Sybase Inc. Sybase ist ein Unternehmen der SAP AG. Crossgate, EDDY, B2B 360°, B2B 360°Services sind eingetragene Marken der Crossgate AG in Deutschland und anderen Ländern. Crossgate ist ein Unternehmen der SAP AG. Alle anderen Namen von Produkten und Dienstleistungen sind Marken der jeweiligen Firmen. Die Angaben im Text sind unverbindlich und dienen lediglich zu Informations- zwecken. Produkte können länderspezifische Unterschiede aufweisen. Die in dieser Publikation enthaltene Information ist Eigentum der SAP. Weitergabe und Vervielfältigung dieser Publikation oder von Teilen daraus sind, zu welchem Zweck und in welcher Form auch immer, nur mit ausdrücklicher schriftlicher Genehmigung durch SAP AG gestattet.


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