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Social Media Week presentation by Annie Macfarlane and Sam Macleod, September 2013 How can you maintain a familiar, locally sympathetic social media presence whilst also engaging new fans and customers from across the world? Can multiple brand pages damage your brands discoverability? How can you ensure content is relevant to your users? Now, more than ever, it’s getting easier to create an international brand with nothing more than a great idea and an engaged social audience. However, alongside traditional regional considerations, there are also nuances for every social channel that need to be considered when expanding your business into the murky world of global social media. By looking at several real world examples of how brands have successfully managed the task, as well as where things haven’t always gone perfectly, we aim to give attendees the strongest footing when tackling the issue of global social. With experience in helping major brands adapt their social media strategy for a global audience, Sam Macleod (Account Manager @ Yomego) and Annie Macfarlane (Head of Community @ Yomego) are here to run through the key considerations for any business considering bolstering their international presence with social media. http://socialmediaweek.org/blog/event/think-local-go-global-how-the-right-framework-can-future-proof-your-business/
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WELCOMEWe are Yomego. An award winning
social media agency.
#smwglobal
Localisation
n. adapting a product, brand, communications etc. so that it appeals
more to individual groups with different culture, context and values.
#smwglobal
And we’re not all in the same place
Are you new to socialor
New to global?
#smwglobal
Is there such a thing as a globalstrategy?
Because there are no global people or even no real global brands
Everyone is rooted in the local and specific – because people are!
Social media is no different
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It’s a response to a perceived opportunity
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Tools and infrastructure to support digital growth
A system of protocols designed to allocate resource and simplify the processes required
Why have a global strategy?
Better understand your consumers
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Promote key messaging
Why have a global strategy?
Build relationships with your audience
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Support offline growth
The key considerations
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• Awareness• Reach• Social engagement / advocacy • Website traffic/footfall• Conversion• Incremental year on year sales• Enhanced CRM• Share price increase• Market share increase• Customer Service Cost Reduction• Research and Development Cost
Reduction
Media value
Sales value
Growth value
Cost value
What is our goal?
Some considerations…
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People• Who’s responsible?• Training
requirements?
Processes
• How do you manage a crisis?
• How do you escalate problems?
Technology• Choice of channels• Security protocol
Social media
strategy
But what changes when you go global?
Brand fundamentalsCommunication plan
Inventory (and contacts!)
Less granular, more encompassing
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What do you want to get out of your global presence?
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Is your audience there?
Do you have the resource?
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Platform planning
What can work well
Your content can be personalised to the regional needs of your users
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You can build on local commonalities
International marketing initiatives can be joined up
But beware!
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Content is not always universal
Offline laws and regulations need to be considered
User behaviours vary from region to region
Check the legals
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Competition terms and conditions vary from country to country, and from state
to state in the USASo do copyright and privacy
#smwglobal
Transcreation
n. Capturing the essence of a brand or concept without translating word for
word
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When you’re not sharing a desk space
Waking up to stacks of emailThe problems of written comms
No water cooler meetingsCultural conflicts can develop
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When you’re not sharing a desk space
ButNative speakers
In touch with local marketsCross-timezone, fills service gaps
Understand competitors
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Bringing remote teams together
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Comparing or competing?
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How do you know that what you’re doing is working?
How do people share successes without discouraging others?
Market maturity model
• Sporadic use ofsocial – mainlyusing other content
• Some local content origination
• Occasional use of agencies
• Frequent local content origination
• Regular use of agencies for specific projects
• Blogger outreach likely
• Fully fledged content strategy
• Agency of record likely
• Strategic approach
• Advocacy strategy developed
AD HOC EXPERIMENTAL FORMAL STRATEGIC
#smwglobal
Some things are consistent globally
(kinda)
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Mobile is becoming more dominantFacebook and Twitter are eating into space traditionally occupied by local
networksIt’s not just for kids any more
How can existing platforms help?
#smwglobal
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Audience Behaviour: Socially mix with friends to keep up on news and share social currency on interests. Follow brands that they’re interested in keeping up on.
#smwglobal
FacebookEach region can have their own regionally specific page, typically with an identifiable
vanity URL
#smwglobal
There are inherent advantages to this approach as your customers are always local
FacebookEach region can have their own regionally specific page, typically with an identifiable
vanity URL
#smwglobal
But managing multiple pages means multiple content feeds to maintain
#smwglobal
If the audience isn’t there, discoverability takes a hit
There are alternatives…
Each region can have their own regionally specific page
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This provides a single page for easier discoverability
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You can tailor content by selecting the relevant regions when posting
Global messaging is posted once and seen by all
Audience Behaviour: Follow users/brands based on particular interests or as a customer service channel
#smwglobal
There is no built in functionality to amalgamate multiple pages into a single profile
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A popular approach is one of specific pages to handle a function (customer service, news etc.)
Users often expect customer service on the platform – do you have the resource?
TwitterScheduling tweets is a quick and easy way to
help spread resource effectively
#smwglobal
Hootsuite / Sprout social / Buffer all provide great functionality to simplify the Twitter
experience
Audience Behaviour: Go to watch videos (often embedded elsewhere) and actively engage with brands
If the content is compelling and relevant, they will subscribe
YouTube
#smwglobal
YouTube is being overhauled
#smwglobal
There are reduced opportunities to use a page as a powerful sales tool / promote a CTA
Landing pages are now the main way to engage with users outside of videos
YouTube is being overhauled
#smwglobal
There are reduced opportunities to use a page as a powerful sales tool / promote a CTA
Landing pages are now the main way to engage with users outside of videos
#smwglobal
Users watch video content in languages they understand
#smwglobal
If they can’t relate, they won’t engage
Segmentation of content into local channels
BUT…
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Video content is expensive!
An empty channel is a boring channel
The growth of image led social platforms
#smwglobal
Best of the rest…Instagram / Pinterest is your firehose
for the great content all over the world – images are universal
#smwglobal
tumblr is a unique beast. What are your goals for the platform?
How to get started
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Monitoring
Resourcing
Content
Platforms
Fitting it together
#smwglobal
Set roles Communicate Reporting
But don’t lose your way
National identity can also be a differentiator and an important
component of some of the world’s most successful brands
#smwglobal
Thank you!Any Questions?
Glasgow
/yomego @YomegoSocial
London
Longbow HouseChiswell StLondon EC1Y
The Lighthouse 70 Mitchell St Glasgow G1 3LX
