Scaling Social Globally: Best

Practices for Engaging with an

International Audience

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Mike Stenberg. As Global Vice President Digital Marketing at Siemens AG since April 1, 2012, Michael Stenberg is responsible for the company’s global online presence and digital footprint. In this capacity, he is in charge of the strategic expansion and further development of the online and mobile properties www.siemens.com across 90 countries as well as for the company’s worldwide social media activities. @stenmic

Andrew Ashton is an Analyst leading The Social Hive Team at Yum! Brands focusing on global social listening intelligence and insight implementation for KFC, Taco Bell and Pizza Hut. Andrew also served as the Digital Manager of BÀNH SHOP, developed twice daily global social reporting, managed a team of 4 analysts to provide global brands 24-hour social listening and helped Yum! Brands global marketing teams integrate social listening insights into their day-to-day activities. Andrew's team has trained over 500 associates worldwide on using a sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer insights and customer service. @AndrewLAshton

Intern © Siemens AG 2013 Alle Rechte vorbehalten.

Mike Stenberg, Global VP Digital Marketing

Scaling Social Globally: Best Practices for Engaging

with an International Audience

Strategy

Issue MgmtContent

• Hub and Spoke

• Governance

• 160 markets

• Corporate channels

• Topic channels

• Local channels

• Editorial planning

• One global team

• Processes

• Central coordination

Andrew Ashton Social Media Analyst

@AndrewLAshton

• 2 years with Yum! Brands

• Leading a team of 5 social media analysts supporting

120+ global markets, 42 languages and 4 brands

• Successfully rolled out global social listening tool to

500+ users

• Managed digital marketing for emerging brand (US)

• Led company-wide audit and RFP of social listening

platforms

STRUCTURE

Public Affairs

Digital Marketing

Franchisees

Agencies

1. Lay the framework

2. Identify your advocates/sponsors

3. Let the system rely on you to create

demand

4. Prioritize markets / use cases

5. Train the trainer

Brand Analysis

Engagement Opportunities

Influencer Ranking

Brand Building

Competitive Intelligence

Brand Protection

High-Risk Situation Management

Customer Complaint Resolution

Campaign Tracking

Vendor Monitoring

CategoryAnalysis

Consumer & Product Insights

ON-GOING SERVICES

GET RESULTS

#SMTLive

Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Mike Stenberg. As Vice President Online Marketing at Siemens AG since April 1, 2012, Michael Stenberg is responsible for the company’s global online presence and digital footprint. In this capacity, he is in charge of the strategic expansion and further development of the online and mobile properties www.siemens.com across 90 countries as well as for the company’s worldwide social media activities. @stenmic

Andrew Ashton is an Analyst leading The Social Hive Team at Yum! Brands focusing on global social listening intelligence and insight implementation for KFC, Taco Bell and Pizza Hut. Andrew also served as the Digital Manager of BÀNH SHOP, developed twice daily global social reporting, managed a team of 4 analysts to provide global brands 24-hour social listening and helped Yum! Brands global marketing teams integrate social listening insights into their day-to-day activities. Andrew's team has trained over 500 associates worldwide on using a sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer insights and customer service. @AndrewLAshton

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January 27th

Integrating Your Content Marketing Strategy with Employee Advocacy

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