pull marketing: the disruptive new force in localization catherine mbeng and devyani bhattacharjee...

“Pull Marketing:” The Disruptive New Force in LocalizationCatherine Mbeng and Devyani BhattacharjeeJune 12, 2012

© 2012 SAP AG. All rights reserved. 2

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


About SAPVision

Help the world run better


About SAPMission

Help every customer become a best-run business

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


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


“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.

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

4. Campaigns – are highly localized by global brands on media such as Facebook to attract local segments

©2011 SAP AG. All rights reserved.

Starbucks’s localized pages allows it to adapt its messaging to different regions and cultures, delivering higher local likes

and results

http://logos.wikia.com/wiki/Starbucks


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





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

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 analytics

Localization planning

Country enablement

Content delivery

See the 360-degree process in action on our localization wiki and community site.

360-degree approach to localization

https://wiki.wdf.sap.corp/wiki/display/agora/Digital+Channel+Localization

https://community.wdf.sap.corp/sbs/groups/mdms-web-localization?view=overview


The challenge: Evolving from static to fluid localization

Where do we go from here?


Our localization process: A systematic approachDriving 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

requirements360-degree approach to localization

In the roll-in phase, we measure, analyze

efficiency, and share learning

360-degree approach to pull marketing


Transitioning from static to fluid contentServices 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

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.

Thank you

pull marketing: the disruptive new force in localization catherine mbeng and devyani bhattacharjee...

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