Peter Heffring Brian Solis

Going Global Starts with Local

To join the conversation or ask questions

use #globallocal

@briansolis BrianSolisTV TheBrianSolis

Social Media is the New Normal

Social Media is different than other media channels

before it. Here it’s about relationships, recognition,

engagement, value, and help.

Global Social Media Marketing is not defined by

promotional campaigns on editorial calendars

Welcome to the

EGOSYSTEM @briansolis

@ is the universal sign for global engagement

Traditional Consumer

Digital Consumer

CONNECTED CONSUMER

“People” = the 5th Element

You are now marketing to an audience with an audience of audiences

Connected

Consumers see the

world differently.

They’re “always on”

and that can work

for and against you.

The secret is to…

THINK.LIKE.THE.

CUSTOMER

Mobile engagement

introduces opportunities

to connect with

customers and guide

digital experiences

optimized for mobile

devices

The “connected” consumer is not confined to digital natives

The evolution of Social Media should be viewed through a

customer-focused lens – it’s not about technology

Question: How big was the Internet in 2004?

Answer: The size of Facebook today

ARE YOU DESIGNING

GLOBAL + LOCAL

CAMPAIGNS AROUND

MEANINGFUL

EXPERIENCES &

OUTCOMES?

Global social media is not measured by visibility but instead by

presence…presence is felt and is engaging

Content is created at the hub and pushed to countries through global

content syndication programs via SMMS

Does one size really fit all? Localization + contextualization increases

engagement over syndication…every time

Think

Beyond

Content

Calendars

“Give me information about

sales and events that are not

broadcast to the general public.

It makes me feel special and

endears me to the brand.” —Sue (Female, age 26)

Empower country managers to extend the global vision, mission and purpose

for essential languages and cultures – your investment says everything!

Design a Syndicated Content, Commerce and Engagement program that

activates The 5’s of community

Localizing the pillars of engagement dramatically increases

interaction – and brand resonance

Starbucks Taiwan and Argentina boast 15x interaction

with Facebook Fans. Blackberry Indonesia and Mexico

earn 10x interaction ratings.

Create a centralized Global Directory that points customers around

the world to their specific country page

The Top 8 Reasons to Go Local with Your Global Social Media

1. Social Media is the new “normal,” and it is literally making the world a much

smaller place

2. Employing a Global Strategy establishes a unified brand

3. Investing in a local presence builds a bridge between the brand and

customers

4. Localizing and contextualizing content increases relevance, engagement,

and resonance

5. Investing in the 5’s of community completes the last mile to improve

customer experiences, increase commerce and promote advocacy

6. Global languages and cultures are extending your opportunity for commerce

and community, but localization is the key to engagement

7. Prioritize each opportunity based on local markets that track toward business

objectives and language opportunities

8. Finally, because your local customers and country managers want it that way

Peter will now talk about

strategies and requirements

Align Countries to the Brand Move to Hub and Spoke

36

Brand

Localized country marketing

improves Brand performance

CO

UN

TR

IE

S

BR

AN

DS

Global Brand Social Management

Global Brand Social Management

USA JAPAN GERMANY CHINA

Global Social Media Strategies

• Content Planning – Country Independent with Brand Oversight – Country Submit to Brand for Approval – Brand to country teams – Collaborative editorial planning

• Moderation – Brand level or country level with locking – Profile info of local users

• Competitive Intelligence – Analyze country level brand competitors to gain deeper

insights for more relevant country marketing

Deployment Examples

• Spain and Japan editorial planner with draft privileges

• France junior moderator who only review local conversations

• Germany Brand Manager with full control to publish local

content, assign moderators, setup brand keyword tracking in local language, and analyze local market competition

• Etc.……..

4. TALK TO YOUR CUSTOMERS WHERE THEY ARE IN THEIR LANGUAGE Publish, manage and govern country pages using one platform

7. IMPROVE CUSTOMER SATISFACTION AND COMPETITIVENESS Real time email alerts by country to identify sentiment, service issues, product trends

3. EMPOWER COUNTRY EMPLOYEES TO IMPROVE CONTENT RELEVANCE Draft, share, task and approve content globally or by country

2. INCREASE EMPLOYEE EFFICIENCY AND MINIMIZE TRAINING Customize home screen by job function simplifies workflow for hundreds of users

6. MEASURE AND OPTIMIZE YOUR GLOBAL SOCIAL MEDIA Analyze your content and competitors to identify top posts, top fans, sentiment, etc…

1. PROVIDE GOVERNANCE AND BRAND OVERSIGHT Full accountability as user access and permissions set by country, brand, job function

5. MODERATE CONVERSATIONS BY EACH COUNTRY Respond to fans based on context of their previous engagement with you

7 Requirements for Successful Localized Global Social Media Management

“It requires a well coordinated team with enabling technology that allows for brand alignment, local engagement with governance, and collaboration between brand to countries while doing it as efficiently as possible through a streamline workflow” Peter Heffring

Successfully managing multiple brands over many of countries is not easy

Peter Heffring

pheffring@expion.com

www.expion.com

Twitter: @expion

Brian Solis

brian@altimetergroup.com

briansolis.com

Twitter: @briansolis