Transcript Short Presentation Title

“Pull Marketing:” The Disruptive New
Force in Localization
Catherine Mbeng and Devyani Bhattacharjee
June 12, 2012
About SAP
 World’s 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 world’s best-run
businesses
 Impact on more than 500 million people
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About SAP
Vision
Help the world run better
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3
About SAP
Mission
Help every customer become
a best-run business
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The transformation of marketing
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
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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 toptier social networks are no longer limited to
the United States or English-speaking
countries
 Cultures are driving social behaviors online
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“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 audience’s 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.
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Localization in the context of pull marketing
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
Starbucks’s localized pages allows it to
adapt its messaging to different regions
and cultures, delivering higher local likes
and results
4. Campaigns – are highly localized by
global brands on media such as Facebook
to attract local segments
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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
The online search market in Russia is
itself ruled by a local player, Yandex.
Source: http://www.teambishop.net/showcase/internet-basics--what-you-need-to-know/welcome-to-the-pull-era-ofmarketing--internet-marketing-news/380052.
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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
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Marketing localization at SAP today
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 planning
360-degree
approach to
localization
Localization analytics
Country enablement
Content delivery
See the 360-degree process in action on our localization wiki and community site.
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The challenge: Evolving from static to fluid localization
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Where do we go from here?
Our localization process: A systematic approach
Driving pull marketing across the value chain
360-degree approach to pull marketing
In the roll-in phase, we
measure, analyze
efficiency, and share
learning
360-degree
approach to
localization
In the rollout phase, we
pull content based local
requirements
* Services delivered in close collaboration with global, regional, and local teams
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Transitioning from static to fluid content
Services framework: overview
Localization ROI
•Channel
reporting and analysis
•Channel
testing optimization
•Best
Social Media Monitoring
•Local
channel segmentation
•Multilingual
monitoring
of social media
practices sharing
•Gathering
Multilingual Channel
Management
•Capacity
planning and procurement
•Multilingual
•Response
content rollout
management
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of localization insights
Community Enablement
•Consumer
sentiment analysis
•Coaching
and training
•Guidelines
and policies
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Conclusion
Conclusion
The importance of localization is growing as marketing shifts to pull marketing,
enabling companies to become more adept at understanding and tuning a
customer’s experience to the expectations of local consumers.
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Localization in pull marketing helps place customers in
the center of marketing
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2012SAP
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Allrights
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reserved.
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Thank you