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In his Brands-Only Summit presentation, Harman International Industries' Dave Spinato shares how they are managing a global social media strategy across all their brands. He talks about their nine key principles and the tools they're using to globally manage their social media strategy.
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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
Managing a global socialmedia strategy across brands
DAVE SPINATOHARMAN INTERNATIONALINDUSTRIES
DAVE SPINATO GLOBAL DIRECTOR, DIGITAL AND SOCIAL MEDIA
@DazzlingDave
WHO IS HARMAN? WE ARE A PORTFOLIO OF BRANDS
16 BRANDS, 3 DIVISIONS, PRODUCTS, SERVICES & TECHNOLOGIES
WHAT WILL WE DISCUSS TODAY? TOPICS TO COVER
1. OUR APPROACH TO MANAGING SOCIAL MEDIA GLOBALLY
2. TOOLKITS – PLAYBOOKS, CALENDARS, CONTENT GUIDES, REPORTING AND CONTENT HUB
3. TAKEAWAYS
4. Q&A
WHAT WILL WE DISCUSS TODAY? TOPICS TO COVER
1. OUR APPROACH TO MANAGING SOCIAL MEDIA GLOBALLY
2. TOOLKITS – PLAYBOOKS, CALENDARS, CONTENT GUIDES, REPORTING AND CONTENT HUB
3. TAKEAWAYS
4. Q&A
OUR APPROACH MANAGING SOCIAL MEDIA GLOBALLY
GLOBAL TEAM
LOCAL TEAM
1. Own the Strategy -Customize as needed.
2. Create the Tools and support system to help your local markets succeed.
3. Own the communication process.
1. EXECUTION
2. TRANSLATION & LOCALIZATION
3. LOCAL LAWS
4. REPORTING & ANALYTICS (based of provide template)
WHAT WILL WE DISCUSS TODAY? TOPICS TO COVER
1. OUR APPROACH TO MANAGING SOCIAL MEDIA GLOBALLY
2. TOOLKITS – PLAYBOOKS, CALENDARS, CONTENT GUIDES, REPORTING AND CONTENT HUB
3. TAKEAWAYS
4. Q&A
WHAT IS IT?
• A SOCIAL MEDIA “BIBLE” FOR EACH BRAND
• A TOOL THAT KEEPS US FOCUSED ON WHAT’S RIGHT FOR THE AUDIENCE + FOR THE BRAND ON SOCIAL
WHY IS IT IMPORTANT?
• ENSURES CONSISTENCY OF MESSAGING + TONE
• KEEPS US FOCUSED ON OUR GOALS
• HELPS TO FILTER WHAT’S RIGHT FOR SOCIAL PER BRAND
TOOLS PLAYBOOK
TOOLS CALENDAR – GLOBAL & LOCAL
TOOLS CONTENT GUIDES
WHAT IS IT? • GUIDELINES & BEST PRACTICES FOR HOW
TO EXECUTE ON A PROGRAM
• MESSAGING + POSTING RECOMMENDATIONS
• CONTENT COLLECTION RECOMMENDATIONS
WHY IS IT IMPORTANT? • EVERYONE IS ON THE SAME PAGE FOR
WHAT IS GOING LIVE WHEN
• ACTIONS ARE DISPLAYED IN A VERY CLEAR CADENCE.
TOOLS REPORTING
WHAT IS IT?
• MONTHLY REPORT ANALYZING HOW WE ARE TRACKING AGAINST OUR GOALS AND STRATEGIC PILLARS
WHY IS IT IMPORTANT?
• APPLE TO APPLES REPORTING FOR GLOBAL COHESION
• ANALYSIS + OPTIMIZATION
• KEEPS US FOCUSED ON OUR GOALS
TOOLKIT CONTENT HUB
WHAT IS IT?
• A DIGITAL GLOBAL HUB THAT IS ACCESSIBLE TO INTERNAL TEAMS AND EXTERNAL PARTNERS.
WHY IS IT IMPORTANT?
• CENTRAL LACTATION THAT IS A ONE STOP SHOP FOR HOUSING THE LATEST STRATEGIES, STYLE GUIDES, CULTURAL CALENDARS, TOOLKITS AND CONTENT
WHAT WILL WE DISCUSS TODAY? TOPICS TO COVER
1. OUR APPROACH TO MANAGING SOCIAL MEDIA GLOBALLY
2. TOOLKITS – PLAYBOOKS, CALENDARS, CONTENT GUIDES, REPORTING AND CONTENT HUB
3. TAKEAWAYS
4. Q&A
TAKEAWAYS 9 KEY PRINCIPLES:
1. ADD VALUE. EVERYONE IN THE GROUP IS A SPECIALIST SO ITS IMPERATIVE WE SHOW IT
2. THINK GLOBAL FIRST (WHAT WORKS IN THE US MAY NOT WORK IN LAOCAL MARKETS
3. CONSTANTLY INSERT YOURSELF INTO THE CONVERSATION.. MAKE SURE SOCIAL AND DIGITAL IS BEING ACCOUNTED FOR..
4. ASK FOR FEEDBACK SO YOUR LOCAL MARKET HAS SKIN IN THE GAME (NOBODY LIKE TO BE TOLD WHAT TO DO)
5. GLOBAL COHESION IS KEY (FROM CREATIVE TO ANALYTICS)! 6. HOLD A HIGH STANDARD AROUND THE WORLD 7. GROUND PEOPLE (EVERYONE THINKS THEY’RE A SOCIAL MEDIA
EXPERT). 8. CREATE CONTENT THAT CAN EASILY BE LOCALIZED (CULTURE MAY
VARY BY COUNTRY BUT PRODUCT AND FEATURES WILL NOT) 9. TALK! WEBEX, SKYPE! WEEKLY/BI-WEEKLY MEETINGS.
WHAT WILL WE DISCUSS TODAY? TOPICS TO COVER
1. OUR APPROACH TO MANAGING SOCIAL MEDIA GLOBALLY
2. TOOLKITS – PLAYBOOKS, CALENDARS, CONTENT GUIDES, REPORTING AND CONTENT HUB
3. TAKEAWAYS
4. Q&A
Q&A
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
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