Global Social Media
#BoGlobal

James Bottari
jp.linkedin.com/in/jamesbottari
twitter.com/jamesbottari
Global Social Media






#BoGlobal

Fundamentals of Social Media
Global Strategy
Social Media Channels
Content is Ki...
Global Social Media


#BoGlobal

Fundamentals of Social Media

twitter.com/jamesbottari
jp.linkedin.com/in/jamesbottari
Fundamentals of Social Media
What are the some popular social sites?
Global

Facebook

Japan

1200M

17M

Twitter

500M

1...
Fundamentals of Social Media
Why is social media marketing important?  


Many of our customers are spending their
online...
Fundamentals of Social Media
Also: Search Engine Optimization (SEO)

Social Media is one of the
three pillars of SEO …and
...
Fundamentals of Social Media
Social Media connects to other components
Website
SEM
Mobility
Apps

Geotargeting
Email
Texts...
Fundamentals of Social Media
Consider how your social media strategy fits
into your digital marketing strategy.
What is yo...
Global Social Media


#BoGlobal

Global Strategy

twitter.com/jamesbottari
jp.linkedin.com/in/jamesbottari
Global Strategy
There are a several challenges you will face when
engaging an international audience.








#BoGl...
Global Strategy
Creating a strong unified approach







What is the unified goal?
What is the tone of voice?
What ...
Global Strategy
Choosing the regions/countries






#BoGlobal

Where do you want to be present?
Where is the majorit...
Global Strategy
Speaking the language






#BoGlobal

Should your content be in multiple
languages?
Should you create ...
Global Strategy
Using a Content Hub




Consider a hub to originate all content
(blog, forum, community page, website)
...
Global Social Media


#BoGlobal

Social Media Channels

twitter.com/jamesbottari
jp.linkedin.com/in/jamesbottari
Social Media Channels
Localize Posts
Targeted Advertising
Live Streaming
Analytics

Especially for advertising, use target...
Social Media Channels
Facebook
Edgerank is dead
(Affinity, Weight, Time Decay)
Over 100,000 weights: Post Types, Hide Post...
Social Media Channels



Twitter
Advanced searches to monitor the
conversation
Lead generation cards

#hashtags

Lists

...
Social Media Channels
Google+

#BoGlobal

Google loves Google+

twitter.com/jamesbottari
jp.linkedin.com/in/jamesbottari
Social Media Channels




LinkedIn
Groups
Dual posts to Twitter
Rich media on profile

#hashtags
@mentions
Groups



I...
Global Social Media


#BoGlobal

Content is King

twitter.com/jamesbottari
jp.linkedin.com/in/jamesbottari
Content is King









#BoGlobal

Provide native translations
Use correct spelling variations
Use one language pe...
Content is King


It is important to experiment with different
ad content, posts, pictures, etc.



Check each social me...
Content is King
EPIC FAILS


Susan Boyle's hashtag to promote her new
album event: #Susanalbumparty
Take away: Proofread ...
Content is King
EPIC WINS


#BoGlobal

McDonald's launched a website called:
"Our Food. Your Questions” to promote
transp...
Content is King
EPIC WINS


Oreo Cookie amazed
Super Bowl fans with
their tweet.
Take away: event jacking
and trend jacki...
Questions
Thank you.
#BoGlobal

James Bottari
twitter.com/jamesbottari
jp.linkedin.com/in/jamesbottari
#BoGlobal
#BoGlobal
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#BoGlobal

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#BoGlobal

  1. 1. Global Social Media #BoGlobal James Bottari jp.linkedin.com/in/jamesbottari twitter.com/jamesbottari
  2. 2. Global Social Media      #BoGlobal Fundamentals of Social Media Global Strategy Social Media Channels Content is King Questions twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  3. 3. Global Social Media  #BoGlobal Fundamentals of Social Media twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  4. 4. Fundamentals of Social Media What are the some popular social sites? Global Facebook Japan 1200M 17M Twitter 500M 13M Google+ 540M 4.5M LinkedIn 225M 1M LINE 230M 50M September 2013 There are many, many more... …and one size does not fit all #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  5. 5. Fundamentals of Social Media Why is social media marketing important?    Many of our customers are spending their online time there.  It is where we can enhance our experiential marketing and strengthen customer intimacy through engagement, shares, connections, etc. #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  6. 6. Fundamentals of Social Media Also: Search Engine Optimization (SEO) Social Media is one of the three pillars of SEO …and the goal is not only to show up 1st on SERP, but also to “own the page”
  7. 7. Fundamentals of Social Media Social Media connects to other components Website SEM Mobility Apps Geotargeting Email Texts RSS Digital Signage Podcasts Television Radio So, when we talk about Social Media Marketing what we are really talking about is Digital Marketing. #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  8. 8. Fundamentals of Social Media Consider how your social media strategy fits into your digital marketing strategy. What is your purpose? • • • • • • sending users to a web page increasing brand exposure pursuing endorsements providing a customer service platform promoting an event or product engaging in inbound marketing Should your social media activities be global or local? #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  9. 9. Global Social Media  #BoGlobal Global Strategy twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  10. 10. Global Strategy There are a several challenges you will face when engaging an international audience.        #BoGlobal Available resources Location priority Specific issues (regulations, compliance, political) Different / Multi languages Multiple time zones Variety of cultures Different audiences twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  11. 11. Global Strategy Creating a strong unified approach       What is the unified goal? What is the tone of voice? What creative materials are to be used? What is the timing of the release? How do all of your campaigns tie together? How are crisis handled? Be flexible to accommodate to cultural differences. #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  12. 12. Global Strategy Choosing the regions/countries      #BoGlobal Where do you want to be present? Where is the majority of customer base, both domestic and international? Where is the potential for growth? Do you have international leads/prospects? What are your available resources? They may add weight to your decision, but remember to focus on ROI. Where is the best place to be now? You can expand later. twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  13. 13. Global Strategy Speaking the language    #BoGlobal Should your content be in multiple languages? Should you create a new social profile for every language or utilize localization functions (example: Facebook, LinkedIn)? Should you monitor social media platforms in multiple languages? twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  14. 14. Global Strategy Using a Content Hub    Consider a hub to originate all content (blog, forum, community page, website) Your social media channels should link to the hub. Your hub is a key part in SEO strategy. A community manager is imperative. #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  15. 15. Global Social Media  #BoGlobal Social Media Channels twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  16. 16. Social Media Channels Localize Posts Targeted Advertising Live Streaming Analytics Especially for advertising, use targeting functions for Language and/or geography. If you create separate regional pages for each language, “like” or link to each page. #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  17. 17. Social Media Channels Facebook Edgerank is dead (Affinity, Weight, Time Decay) Over 100,000 weights: Post Types, Hide Post/Spam Reporting, Clicking Ads, Viewing Timelines, Device/Technical Considerations #hashtags Trending topics @mentions Graph Search Edit posts Auto-play videos Public Feed API Keyword Insights API Embedded posts #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  18. 18. Social Media Channels   Twitter Advanced searches to monitor the conversation Lead generation cards #hashtags Lists @mentions Trending topics 6 second loop #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  19. 19. Social Media Channels Google+ #BoGlobal Google loves Google+ twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  20. 20. Social Media Channels    LinkedIn Groups Dual posts to Twitter Rich media on profile #hashtags @mentions Groups  Instagram Video services (15-second) Soon to take on advertising  Pinterest Soon to take on advertising  #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  21. 21. Global Social Media  #BoGlobal Content is King twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  22. 22. Content is King        #BoGlobal Provide native translations Use correct spelling variations Use one language per blog Use images/video wherever possible Be relevant Learn color connotations Crowd sourcing sites on the rise for content sourcing: Kickstarter twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  23. 23. Content is King  It is important to experiment with different ad content, posts, pictures, etc.  Check each social media’s analytics page for insight into how your campaign is running.  Remember, it is best to try out ideas, before spending vast amounts of money on them… #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  24. 24. Content is King EPIC FAILS  Susan Boyle's hashtag to promote her new album event: #Susanalbumparty Take away: Proofread your material  #McDoStories backfired when users began flooding the tag with bad experiences Take away: Be careful of what you cannot control #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  25. 25. Content is King EPIC WINS  #BoGlobal McDonald's launched a website called: "Our Food. Your Questions” to promote transparency using the same channels that perpetuated negative stories about their food quality. They respond to questions through text, photos, and video. http://yourquestions.mcdonalds.ca Take away: Be transparent (even with the bad). Try to have more control over content. twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  26. 26. Content is King EPIC WINS  Oreo Cookie amazed Super Bowl fans with their tweet. Take away: event jacking and trend jacking Power Out? No problem Oh, and a 15 member team brainstorming before and during the game. #BoGlobal twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
  27. 27. Questions Thank you. #BoGlobal James Bottari twitter.com/jamesbottari jp.linkedin.com/in/jamesbottari
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