building a successful global content marketing team n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Global Content Marketing PowerPoint Presentation
Download Presentation
Global Content Marketing

Loading in 2 Seconds...

play fullscreen
1 / 25

Global Content Marketing - PowerPoint PPT Presentation


  • 47 Views
  • Uploaded on

Setting the stage for a panel discussion on global content marketing challenges. This panel was presented at both Salesforce.com's Dreamforce and ExactTarget's Connections conferences in 2014

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

Global Content Marketing


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
    Presentation Transcript
    1. Building a Successful Global Content Marketing Team Rebecca Lieb Industry Analyst Altimeter Group

    2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

    3. Our Panelists Rebecca Lieb Industry Analyst Altimeter @lieblink Kyle Lacy (Moderator) Director, Global Content Salesforce Marketing Cloud @kyleplacy Todd Wheatland Head of Strategy King Content @ToddWheatland Carlos Abler Leader, Online Content Strategy, 3M @Carlos_Abler

    4. The need for content is universal.

    5. But content needs are diverse, unique to language and culture.

    6. Three Issues Facing Global Content Marketing • Content & Channels Content & Channels Teams Tools

    7. Risks Inconsistent brand messaging Poor customer experience Frustrated employees Duplicative efforts Wasted time & money

    8. Teams

    9. Teams • Organizational Model • Executive leadership • Corporate vs. Regional • Roles, resources • Training, Governance • Internal & external stakeholders • Cross-functional needs • Communication barriers • Empowering local practitioners • Invest in ‘indigenous’ translators

    10. Content is also bigger than any single department x

    11. “Over half of my organization is responsible for content.” - Melissa Tarleton, Executive Director, Marketing at Dell

    12. Tools

    13. Tools • Content stack evolution (tool limitations) • Mutli-lingual, multi-alphabet – don’t rely on translations! • CMS, DAM integrations • Content expirations by country • Country-specific barriers (e.g. firewalls, regulations, privacy) • Overlapping capabilities, risk for redundancy, costs

    14. of the content marketers we surveyed report that the lack of inter-departmental coordination is leading to disparate tools used. 40%

    15. Content & Channels

    16. Content & Channels • What to create, where • What should or should not be disseminated globally • Primary channels by country • Cultural variations in content consumption • Cultural variations in effective tactics (e.g. Influencers, Search, Paid, Syndication) • Measuring results at an international level

    17. Three Issues Facing Global Content Marketing • Content & Channels Content & Channels Teams Tools

    18. “Content is a team sport. All the content has to work together; all the groups need to work together.” –Karen Pate, VP, Content Strategy at iCrossing

    19. Thank You Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice. Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. Rebecca Lieb Industry Analyst @lieblink Jessica Groopman Senior Researcher @jessgroopman

    20. Our Panelists Rebecca Lieb Industry Analyst Altimeter @lieblink Kyle Lacy (Moderator) Director, Global Content Salesforce Marketing Cloud @kyleplacy Todd Wheatland Head of Strategy King Content @ToddWheatland Carlos Abler Leader, Online Content Strategy, 3M @Carlos_Abler