16
Social Media Marketing Strategy Localization Revital Libfrand, Co-founder Ignite Cloudware

Ignite Cloudware-Localizing Social Media Marketing Strategy

Embed Size (px)

DESCRIPTION

When marketers talk about social media marketing, they always mention Facebook, Twitter, LinkedIn and YouTube as their main marketing campaigns channels. There is no doubt that these social networks are the leading TOM brands, have become an inseparable part of our lives. However, when we plan our social media marketing strategy, we should keep in our mind that there is no single formula for success. It looks like it’s obvious to marketers that they should analyze and plan any campaign taking into consideration various issues like product type, audience, culture, geography and more. I say, when it comes to social media marketing, it’s not different!

Citation preview

Page 1: Ignite Cloudware-Localizing Social Media Marketing Strategy

Social Media Marketing Strategy Localization

Revital Libfrand, Co-founder Ignite Cloudware

Page 2: Ignite Cloudware-Localizing Social Media Marketing Strategy

2

Why does business need Social Media Marketing ?

Social Media Marketing strategy become mandatory asset for

modern businesses, BECAUSE it…

• Gains website traffic

• Increase customer engagement

• Leverage brand awareness

through social media networks

Page 3: Ignite Cloudware-Localizing Social Media Marketing Strategy

3

OK…we know that already…Social networks are part of our life and therefore we must include them in our

marketing strategy

Page 4: Ignite Cloudware-Localizing Social Media Marketing Strategy

4

Most Marketers use the obvious social networks

Page 5: Ignite Cloudware-Localizing Social Media Marketing Strategy

5

…But do you ask yourself is this the best social network I should focus for

targeting my audience?

Page 6: Ignite Cloudware-Localizing Social Media Marketing Strategy

6

As Marketers we always analyze and plan any campaign taking

into consideration various issues:

• Product type

• Audience

• Culture

• Geography

• etc.

When it comes to social media marketing, it’s not different!

Social Media Marketing Strategy must have:

Page 7: Ignite Cloudware-Localizing Social Media Marketing Strategy

7

Localize your social marketing strategy

Map/researchfind out who are the top social networks within

the geography

Plan choose content you want to have there, consider language, culture set up

targets

Executestudy the features and

capabilities of the social networks, leverage it to

your business

Monitor check if you meet your

targets

Page 8: Ignite Cloudware-Localizing Social Media Marketing Strategy

8

Which social network rules?

Page 9: Ignite Cloudware-Localizing Social Media Marketing Strategy

9

Central and Eastern Europe choose Vkontakte

Name: Vkontakte (literally "in touch")

Born: October 10, 2006

Type: Social network

According to Alexa.com VKontakte is;• Most popular social network in Belarus

• The second most visited social network in Russia, Ukraine, and Kazakhstan

• The 24th most known social network in the world

• Vkontakte site holds the first position in Russia, Ukraine and Belarus, and

3rd in Kazakhstan.

Page 10: Ignite Cloudware-Localizing Social Media Marketing Strategy

10

Vkootakte- Functionality

• photos• videos• audio• text

Share with Friends

• custom audio playlists• sharing videos of unlimited length (such as conference

records, webinars, tutorials, etc.)• super detailed inner search capabilities.

Additional Capabilities

Page 11: Ignite Cloudware-Localizing Social Media Marketing Strategy

11

Vkontakte - Audience geography

Russia79%

Ukraine

12%

Belarus3%

Usa2%

Canada1%

Other4%

• Daily audience reaches 60 million people

• Over 228 million users.

• 8th in the list of social networks with the biggest number of users

Page 12: Ignite Cloudware-Localizing Social Media Marketing Strategy

12

• VKontakte is multilingual, Site features 3 official languages (English, Russian and

Ukrainian) as well unofficial user-generated translations into 70 more languages

(German, Spanish, Italian, Hebrew, Arabic, etc.).

• The official information coming from VKontakte states that around 66% of their

users live in Russia and over 50% of users are 25 years and older.

Vkontakte - Audience Demographic

Page 13: Ignite Cloudware-Localizing Social Media Marketing Strategy

13

Let’s talk numbers

• In 2012 European business owners spent $21 billion on internet advertisement

• 20% of which was marketing activity in social networks*

• VKontakte business model relays on paid campaigns in a similar model as

Facebook: o Mainly PPC

o Vary from few cents to hundreds depending on: location, audience, competition.

o Configurable budgets allow businesses of all sizes to invest in paid campaigns.

2011 2012 2013

93.8119.3

172

VK Revenue

million, $

*TheRunet publication reports

Page 14: Ignite Cloudware-Localizing Social Media Marketing Strategy

14

Do you still think you’ve got the right channel everywhere?

Page 15: Ignite Cloudware-Localizing Social Media Marketing Strategy

15

Localization is the key

Localized social marketing strategy is mandatory when you wish to expand your business to new markets.Using local social networks strategies you can:

•Perform better customer care

•Increase ROI due to more precise geographical targeting

•Be more relevant to your audience

•Perform better

•Increase growth and engagement of the users.

Page 16: Ignite Cloudware-Localizing Social Media Marketing Strategy

16

Ask me how to build an optimized social go-to-market

plan for your business

We will be happy to hear from you