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

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: http://www.teambishop.net/showcase/internet-basics- --what-you-need-to-know/welcome-to-the-pull-era-of- marketing--internet-marketing-news/380052.http://www.teambishop.net/showcase/internet-basics- --what-you-need-to-know/welcome-to-the-pull-era-of- marketing--internet-marketing-news/380052.

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

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