The Challenges of Global Digital Campaigns
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The document discusses the challenges and strategies for global digital marketing campaigns. It describes a case study of a global web and mobile platform called Dirt is Good (DiG) that was used to engage consumers across multiple countries. Various statistics are provided on the traffic and content generated for the campaign across different geographic regions and in different languages. It emphasizes the importance of understanding the local digital landscapes and cultures when implementing a large global campaign.
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The Challenges of Global Digital Campaigns
- 2. the challenges of global digital campaigns @SagittariusMktg @UKTI_BE #digitalmarketing
- 3. case study Dirt is Good (DiG) @SagittariusMktg @UKTI_BE #digitalmarketing
- 4. what was it? global web platform mobile adaptive social engagement search engine optimisation global campaigns local campaign support
- 5. consumer digital ecosphere. community content commerce Mary Meeker, internet trends 2014 @SagittariusMktg @UKTI_BE #digitalmarketing
- 6. commerce: platform mobile site YouTube local social facebook Stain gang app Google Analytics @SagittariusMktg @UKTI_BE #digitalmarketing x 34
- 7. Americas (Texas) Europe (Ireland) @SagittariusMktg @UKTI_BE #digitalmarketing Asia (Singapore) China
- 8. how much traffic? 120k 300k 180k UK Brazil India China @SagittariusMktg @UKTI_BE #digitalmarketing 2.7 million
- 9. content language นิทานก่อนนอนที่ดีที่สุดสาหรับเจ้าตัวน้อย OMO, Doğa Dostu Evim’i sunar! Tinta invisível com limão 儿童游戏: 创造力课堂——冬日里的五光十色太阳花 @SagittariusMktg @UKTI_BE #digitalmarketing Ser ecológicos Bekijk de beste wastips van OMO en laat je op weg helpen naar een stralende was Πράσινη ζωή
- 10. culture @SagittariusMktg @UKTI_BE #digitalmarketing
- 11. global conflict Fruity Messy, Jr Whiffy Inky Sporty Tommy Juicy Splodgey Pongy Baby
- 13. content: how much 180 PAGES 24 VIDEO 200 IMAGES @SagittariusMktg @UKTI_BE #digitalmarketing 1800 STAINS *Terms and Conditions Apply
- 14. social channels community @SagittariusMktg @UKTI_BE #digitalmarketing
- 15. understand the landscape @SagittariusMktg @UKTI_BE #digitalmarketing
- 16. top tips. set clear aims plan all areas be sensitive understand the landscape get local team support @SagittariusMktg @UKTI_BE #digitalmarketing
- 17. thank you. Nick Towers nick@sagittarius.agency @nick_towers @SagittariusMktg @UKTI_BE #digitalmarketing
Notas do Editor
- Good afternoon and thank you XXXXX for the intro. As said, my name is Nick and I’m the co-founder of a digital agency called Sagittarius, with offices in London and Kent in the UK. Sagittarius specialises in the planning, building and running of global ecommerce platforms, customer engagement platforms and marketing campaigns. [CLICK] On screen there you got a very quick taste of the types of organisations that we have worked with on global campaigns and global platforms, including Race of Champions, Headspace, Unilever, Tesco and Pantone. Personally, I’ve been involved in global platform and campaign rollouts across web and mobile for a great many years and I’m here today to share some of my experience and knowledge of… [CLICK]
- The Challenges of Global Digital Campaigns So as Dr Evil would not doubt testify Global Digital Campaigns are Challenging They have LOTS and LOTS of moving parts Global stakeholders all with their own objectives and agendas Technically have to cope with a wide range of different environments, capabilities and infrastructures Difficult to plan for every eventuality At times frustrating Intense! However, they are also: Great Fun! Incredibly Rewarding
- For this presentation I’m going to use a recent global campaign called Dirt is Good. As you can see from the map we took Dirt is Good, or DIG as we call it, to 34 countries in 18 different languages including most European languages, Greek, Turkish, Thai, Chinese and Arabic. Starting in 2010 with the first sites going live in January 2011 it’s aims were to: Create a consistent recognisable brand experience for all customers, all across the globe Simplify the technologies and spend on digital initiatives across all markets through the creation of customisable shared assets and resources, campaign strategies and pooled budgets Most importantly, develop an Ecosphere for DiG customers all across the globe Who was the target audience? Well, at the risk of sounding horribly sexist it was and still is Mums all over the world. The philosophy of Dirt is Good being that children learn through play and experience and by doing this they get dirty. Therefore Dirt is Good and Persil or OMO or Skip or Tide or Surf Excel or Breeze or Fab or Ala or whatever the product is called in your country, can help.
- So, what was DiG? [CLICK] GLOBAL WEB PLATFORM Markets were on-boarded to the program and given a starting set of content, web apps, social apps, affiliate banners and guides on content management, search engine optimisation and google analytics. In addition, training was provided and there was 24/7 global support. [CLICK] MOBILE ADAPTIVE The mobile version of the platform was adaptive so that it could cater for the myriad of smartphones available around the world and the varying levels of mobile infrastructure from the very advanced far eastern countries to the less advanced African nations. One of the challenges we identified was that countries with poor mobile data infrastructures needed content delivered in the most streamlined and optimised was possible and so adaptive, rather than responsive, was selected. [CLICK] SOCIAL ENGAGEMENT Social integration was key and the platform shipped with a number of pre-built, customisable social apps predominantly for Facebook so that markets could instantly start running their own social engagement campaigns. In addition, every site could add and manage their own social follow and share links through the platform. [CLICK] SEARCH ENGINE OPTIMISATION SEO was a really big consideration and was a campaign stream in its own right. By giving each market a content rich platform the expectation was the global exposure through natural search would become consistent across the globe. [CLICK] GLOBAL CAMPAIGNS Each market that came on-board was given access to a number of pre-packaged global campaign strategies, assets and measurement tools`. Largely these were social and content driven with the sole aim of creating engaging and sharable content and then facilitating and encouraging that sharing through social media. [CLICK] LOCAL CAMPAIGNS The platform could also support local campaigns and all markets had the ability to submit new creative and functionality to be added to their instance of the platform. This empowered the local market teams but also meant that the global team could maintain the consistency that they were looking for. SUMMARY In essence then, DiG was a platform based campaign with a number of sub-campaigns in social, search and mobile running through it.
- When working on Dirt is Good we always talked about building a digital ecosphere and this is now the terminology being used by some of the world’s leading digital analysts. In January 2014 Mary Meeker used the term commerce, content and community to represent digital ecospheres and this is a great framework to use when consider the campaign that you’re going to plan, build and run for your customers.
- So let’s start with commerce and this case I’m going to talk about platform. Nearly all through the line or below the line digital campaigns are going to have a call to action and ultimately this means a place where you’re trying to steer your customer to. The first challenge then is chosing the platform and infrastructure that you need and for this you need to go back to your aims: Are you looking for cost savings – if yes, then you need to consider user licensing, ease of distribution, development and support costs. Who will be managing and monitoring the campaign? What’s their level of technical expertise? What is the anticipated level of customer take up your expecting – are you looking for mass exposure with lots of people interacting at the same time. What does your platform include? Is it web based, social apps or mobile or all three For Dirt is Good it looked like this per market… [CLICK] Each market was provided with a platform which included a website, mobile site, stain gang app for web and social, facebook fan page, YouTube channel, Google Analytics and then up to two other social channels in addition. This meant markets could build tactical campaigns which could use any combination of the channels above and have a globally accepted standard way to measure success. The platform administrators were local marketing teams and their agencies and so we needed a fairly simple to use content management tool, with multiple levels of access and an ability for local agencies to design and develop content and features but in a controlled way. Consequently, we chose WordPress – it’s open source and so effectively free to own. It’s very well known and so chances are more local agency teams know it as opposed to anything else. It’s multilingual, built on standard web technologies and easy to upgrade. It also fit the aims of the project, which was to build a standardized look and feel to support sharable content. So the next question is, from my perspective as a technical director, how and where do you host all this?
- HOSTING I’m going to bring us back to our map at this point as this really helped our decision making. Initially we thought that the whole thing could be hosted from the US but the map highlighted this would not really be ideal – basically, because the US was one of the countries we didn’t go to and could introduce lag into regions which have poorer internet connection speeds. We then considered each market hosting their own website but then, going to back our aims we decided that this would not produce the cost savings needed and it would also be difficult to manage ‘rogue developments’. In the end we settled for regional hosting centres which would support a defined area and number of websites. [CLICK] You’ll notice that China is in red and that’s because China is a little different to the rest of the world when it comes to hosting. Following the Beijing games of 2008 the Chinese government had and possibly still have the ability to prevent access to non-Chinese websites, which is to say websites hosted outside of China. For DiG, being planned in 2010 we thought it best to host the website inside China and so overcome this potential challenge. Now, local digital laws and practices are not just specific to China and we’ll cover off a few of those in more detail later.
- The last bit of platform that we’re going to look at is the challenge of estimating how much traffic your going to attract. Local demographics, high profile demographics, regional promotions and the weather can effect how much traffic your campaign may attract and its really important to be ready. No-one wants to see a Chrome ‘oops’ page! Our client, Race of Champions, was a great way to learn about global load and response based traffic. During the main race weekend the Race of Champions website has to deal with over 100,000 visits per hour whereas in the off months it might be as little as 10,000 visits per month. Consequently for this site we take advantage of ‘the elastic cloud’ and content delivery networks. For DiG it was slightly different as quite often we were entering new territories and so used population and perceived brand popularity as a guide. Pop quiz time – let’s guess some traffic together… The UK – persil, as it’s known in the UK, is quite a popular brand and we have a population of around 64 million people. We’re big web users with 90% of households having internet access. Average monthly traffic 120,000 visits. Brazil – much bigger population and a popular brand but access to the web is less. Average monthly traffic… 300,000.
- Content When it comes to content there are of course lots of challenges. The most obvious of these being LANGUAGE [CLICK] LANGUAGE Of course language differences present all kinds of challenges and these start at the user experience stage. Whatever the campaign may be, from a multi-channel platform roll out like DiG to a display ad campaign language, copy, meaning and sentiment are really important to get right. They are also really important to factor into the design stage. During the early stages of a project such as DiG we knew we were going to accommodate a number of different languages, 18 in total including some of those appearing on the screen now – Chinese, Thai, Greek, Dutch, 2 flavours of Portuguese, 6 flavours of Spanish, Arabic and quite a few others! So, we knew that we needed to design the platform, copy, images and videos to have flexible enough design spaces to accommodate differing lengths of copy for words and phrases. In terms of challenging languages I can give you my top three most difficult to work with: In third position, was Turkish because there just didn’t seem to be any small words in the vocabulary of DiG – a particular challenge when you have GO buttons. In second position was Thai because visually it runs and runs with no obvious spaces between words – this made it really difficult for designers and developers to spot when things were wrapping in the wrong place. However, from my perspective the most difficult language to work with was Greek. This wasn’t because the words we were using were particularly long or awkward but because our browsers couldn’t handle greek characters by default and so testing the website was really, really difficult. So language doesn’t just effect copy and design but can have an impact on technical development teams as well. TIPS FOR WORKING WITH LANGUAGES In UX and Design plan for the best and worst case scenarios Use symbols instead of words – things like mangnifying glasses for search buttons and burger strips for mobile menus Build in some kind of CSS override framework. By doing this on DiG we could tweak little parts of each page to make or reduce space as we needed. We could do this without needing to change the core platform.
- It goes without say that any global platform has to be sensitive to different cultures and this has been the case for Pantone, Dirt is Good, Think London, Race of Champions and just about every global platform that I’ve worked with. This, of course, can be a challenge for lots of reasons. Firstly, you cannot ignore culture – if you do you risk both the local market team and the end customer not engaging with what you’re trying to achieve. For DiG we ensured that we had a look and feel that maintained a global look and feel but had a design framework which was flexible to accommodate cultural differences. What do I mean by cultural differences, well in this context each market could put their stamp on the non-content holding parts of the page such as the header, footer and areas either side. Of course, we then had to accommodate their logo and specific social media channels. However, we did not let the markets deviate from the core content strategy and site map and this was regularly policed by the global team. With the exception of the Arabic websites, which read from right to left, all brand elements were positioned in the same place and the colour theme which ran through the key 5 content areas were maintained. However, there was one area of the website which caused the most controversy and it was perhaps the most surprising area of all… [CLICK] – next slide.
- The one area that caused problems for us on DiG was [CLICK] The Stain Gang These six seemingly innocent, child friendly characters caused one of the longest running debates throughout my 4 years on the DiG project. NAMING THEM The first challenge we encountered was what do we name them? Now to me, and the global team, it seemed fairly straightforward [CLICK] Fruity Sporty Inky Whiffy Tommy Messy Jr However, even in the English speaking markets this was not just accepted as each market felt that the names had to be right for them. So some markets renamed these little chappies as follows: [CLICK] Juicy Splodgey Sporty Pongy Tommy Baby BUT, it didn’t stop there either! We then went to India market team and they said ‘What the hell is Tommy!’ because we had assumed that the rest of the world, just like the UK, loved Tomato Ketchup and so would instantly recognize Tommy as being just that. Instead, they thought Tommy was a BLOOD STAIN and so totally inappropriate. So, challenge number two in this on-going global conflict was to develop an animation, design and social app framework which could accommodate any of the characters being swapped in or out. [CLICK]
- And so we ended up with an extended family of stain gang characters from which markets could chose their preferred six. Globally, to this day they are still lovingly known as: Fuity Inky Sporty Picklu Whiffy Tommy Messy, Jr And Creamy [CLICK]
- Finally, before we finish with content and move onto our final section, community, there is one more challenge I would like to discuss and that challenge is content, you know, actual content. CONTENT Whether you’re launching a new social media campaign or doing pay per click advertising or launching a new website ALL digital campaigns MUST HAVE content and in my experience it is one of the key areas that is often overlooked. TWO CHALLENGES And so there are two challenges here, firstly, how much content and secondly in what language are you going to provide it. Ultimately, both of these questions will be answered by the aims of the project. For DiG we had a really clear global content strategy and so felt it was important to lead by example and provide the market teams with a fairly heavy weight content deck… [CLICK] So as you can see every market that came on-board with DiG Global was given: 180 posts 200 images 24 videos, loaded onto YouTube for them 1800 Stains loaded into the Stain Gang App Now, as a market team you would be really excited to know that your new digital platform was going to come with all the channels mentioned, branded and set up for you and over 2000 pieces of content including images and videos. However, as it suggests on screen, terms and conditions apply and the market teams were a little less thrilled when they learned that they would have to invest the time in translating all this content as we would only provide it in English. So, the biggest challenge in this area was getting the local market teams so excited that they didn’t mind giving up their incredibly precious time to translate all of this content. The reality is that some markets did and some markets didn’t and one lady in particular went down in DiG history. Annika was the marketing manager for The Netherlands. Now, the Netherlands was not a big OMO market for Unilever and so Annika looked after several other brands as well. However, she loved the platform so much that she, on her own, in three working days and her own weekend time, manually translated the entire content deck into Dutch. That’s 2000 pieces of content all translated and loaded into the CMS in five days. Needless to say, Annika became the poster girl for all DiG markets after that – her single minded focus to getting the job done and committing to the platform becoming the benchmark by which all other DiG markets were measured. And this point, brings me onto probably the single most important point that I will say today and so, if you take nothing from this presentation other than this one fact, it is this. The single biggest challenge to overcome is getting your local market teams to fully commit to the campaign. They need to live and breath it, to get it behind it 100% because if they don’t you might find that every part of your next global campaign becomes a challenge.
- Finally, we come onto community and I’m going to share the benefit of my experience in two areas here. Firstly, social media. [CLICK] It’s easy, when your sat in your office in the UK or Belgium or France of wherever you may be to think that the rest of the world is a bit like you. In many ways, it is, but in social media, it isn’t. When you think social media in the UK you tend to think of the following (ask audience to name the social channels). [CLICK] Facebook – an estimated 1.1 billion users are now signed up to facebook worldwide Twitter -232 millions users Google+ - often seen as the poor cousin of the big boys but actually has 300 million users worldwide Pinterest - relatively new and has a strong, growing user base with an estimated 70 million users of which 80% are women However, as I learned in 2011 there are actually a whole host more social media channels and the global social media landscape is not just dominated by one or two big players but made of up lots of regional and national social channels as well. [CLICK] Now, who can tell me what these are: Hyves – a very popular social network in The Netherlands back in 2012 with a user base or around 10.5 million people Orkut – a huge social network that was popular in the BRIC countries with 50% of its user base coming from Brazil and 20% from India. It’s actually Google’s first attempt at a Facebook rival and at is peak had millions of users. However, it again illustrates the point that even on the world of global social media channels things change and Orkut will close it doors forever in just five days time on the 30th September 2014. [CLICK] And then we come onto China and the Far East where things change again QQ or Tencent as it’s sometimes known is an instant messaging service and with over 800 million users its actually the second largest social media channel in the world Weibo – is Tencent’s microblogging service and has over 250 million users, with over 54 million daily users now Qzone – is a blog and content sharing site with over 600 million registered users Renren – often dubbed the Chinese Facebook, again with hundreds of millions of users So, the challengers here are many and from my perspective one of the biggest wasn’t that these existed and that my knowledge of global social media in 2010 was actually quite sheltered it was more’ how on earth do we integrate these channels so that users can follow them and share content’. Technically, these are broadly similar to our standard social channels, however, when all the developer docs are in Dutch or Chinese suddenly the integration becomes that little bit more challenging!
- Finally, the last challenge or set of challenges that I’m going to discuss before I close is this: understand the global landscape. Building on the last slide, it’s very easy to think that the rest of the digital world is like you but the reality is that it isn’t and so it’s really important to understand each market as you roll out to it and I’m going to share a few insights that I picked up along the way. Germany – in 2011 the German Government fell out with Google over data protection and personal identity. The result of this was that they banned use of Google Analytics for a period of about 2 years. This meant that when we launched the Austrian and Swiss sites, as they were based out of Germany, we had to find an alternative for Google Analytics. As you can imagine, this was quite a challenge to us as Google Analytics was our global measurement tool – a tool selected as it was incredibly cost effective and could give us a standard measure of success across all markets. China – I’ve already mentioned that the Chinese Governments ability to turn off access to non-Chinese websites meant that we had to make an exception for China. As highlighted on the previous slide China also has its own social media ecosphere which had to be embraced. Also, the Chinese market was the one where we allowed the most changes to the global look and feel as it was felt that the Chinese people would not respond well to a brand which did not embrace it’s tastes and values. As China is such a dominant emerging economic force it was felt that China had to be dealt with as it needed to be. One thing to consider when taking any digital campaign into China is the size of the Chinese market, I have to say in 2012 when we rolled out to China I didn’t really appreciate the scale of it. To put it into context, China has over 500 million active Internet users – that’s a digital population that’s nearly double the size of the total population of the United States and far bigger than any European country – in fact the total population of Europe is estimated at 750 million. Turkey – perhaps surprisingly turkey through up a unique challenge that we did not foresee before we had started working with the local market team. Around 2011 the Turkish Government had put a ban on YouTube. As you may recall from a previous slide YouTube was part of the global and had been selected as the first choice host for all video content. This challenge saw us have to build in further video management tools into the CMS behind the platform so that video could be hosted on either other channels or directly within the website. The EU – finally, the now notorious EU Cookie Directive which came into force in the UK in May 2012 caused no end of updates and upgrades for all EU countries which followed the Directive. So, as you have heard working with the local market teams to better understand the digital and legal landscape is no bad thing.
- So, I’m going to wrap this up by summarizing what I think are the top tips based on my experiences of global digital campaigns. I would love to be able to tell you that global campaigns are easy – they’re not. However, they are achievable, incredibly good fun and yes, a little challenging at times. So here are my top tips for rolling out a global digital campaign: Set clear aims and objectives – at a global level and for each market you’re rolling out into [CLICK] Plan as much as you can from the platform choice to the on-boarding process, training and support systems [CLICK] Get your local market teams on board with the initiative – this is really key and I would say is the single most important factor in how successful your campaign will be [CLICK] Be sensitive to other cultures and values. Allow for the fact that every market is different and build design, content and strategic frameworks that can cope with this. [CLICK] Understand the landscape – work with the local market team, where possible, to better understand the legal, policatical, demographic and social differences in each market. And if you do all of those things then hopefully you to can avoid the challenges of global digital campaigns [CLICK]
- And that’s it – I hope you all found one or two things in there to help you with your next campaign and I look forward to answering any questions in the QA discussion later and please feel free to grab me and quiz after the event!