“Pull Marketing:” The Disruptive New Force in LocalizationCatherine Mbeng and Devyani BhattacharjeeJune 12, 2012
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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 SAPVision
Help the world run better
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About SAPMission
Help every customer become a best-run business
The transformation of marketing
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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 top-tier 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.
Localization in the context of pull marketing
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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
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Starbucks’s localized pages allows it to adapt its messaging to different regions and cultures, delivering higher local likes
and results
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The online search market in Russia is itself ruled by a local player, Yandex.
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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
Source: http://www.teambishop.net/showcase/internet-basics---what-you-need-to-know/welcome-to-the-pull-era-of-marketing--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
Marketing localization at SAP today
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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
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The challenge: Evolving from static to fluid localization
Where do we go from here?
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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
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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
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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
Thank you