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Think local, go global - Yomego SMW13
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Think local, go global - Yomego SMW13


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Social Media Week presentation by Annie Macfarlane and Sam Macleod, September 2013 …

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.

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  • Think Local, Go Global: How the right framework can future-proof your business
  • It’s nothing new: brands have been localising products and messaging for years. There’s no point in promoting Thanksgiving outside of the US, or national holidays outside of their region.
  • This is a concept that can mean very different things for different types of organisations. They’ll have different approaches, different risk factors and different needs:New to social: a well-established global team which has started working with social media but already has localised product lines, marketing and localised campaigns. Approach to social media may be fragmented, drifting or non-existent. Here, the danger is being too loose and fragmented, loosing sight of the global brand.New to global: an established or growing organisation which is expanding into new territories. It may have a sound social media strategy on a national level, but needs to adapt this to new markets. Here, the risk is being too closed/ prescriptive.
  • This is part of the framework we use for our Value of Social Media Advocacy model – see our whitepaper
  • This is a simplified model of considerations when creating a social media strategyPeople: What are training requirements? Who is responsible? Processes: How do you escalate an issue? What happens in a crisis? How is the brand tone of voice adapted for social? How is the strategy document itself maintained?Technology: Which platforms will you be present on? Which tools will you use to manage them? What is your security protocol around things like safe password storage?
  • A global strategy might look quite different than this. Each territory should have this level of detail. A global strategy may not need to be so granular, but must contain:Brand fundamentals: How do you distil the brand down to something that’s meaningful and practical in every market?Are there any events or campaigns that can affect more than one region? How are these communicated?Naming conventions for social media profiles – in a standard strategy doc, hopefully these will be centrally managed, but this becomes harder to control when you’re working with global teamsA detailed inventory of social media profiles and contact details for the person responsible for each one.
  • Note the increased sharing in the Middle East, especially around politics and religion. Is this the influence of the Arab Spring?If you look at social networks in Japan, there’s a lot more and earlier interest in video sharing sites and a higher degree of anonymity
  • That’s why you see Not open to Florida, New York and somewhere else quite frequently in the terms of US competitions.In the USA, you can’t operate an illegal lottery, which includes anything which has elements of a prize, chance and considerationSome European countries have to have competitions added to an official register which can involve paying a fee.
  • Feel free to Google why this is included …
  • Teams thrive on shared culture and values. Some of the things you can do to promote this:Skype, Campfire, Sqwiggle, Google HangoutsArranged callsCulture exchangesWrite!Multiple connection pointsGoogle DocsGetting everyone involved in things like support can help with this – other members of staff might have language skills or an understanding of a culture which can be used to your advantage, even if that’s not at the core of their job.
  • This is an example of a social media sharing solution designed to serve the needs of a diverse global team with highly localised product lines.
  • Eastern Europe and China might be exceptions to the second one.
  • VKontakte– 220 million registered accounts, 50 million average daily users. Very popular in Eastern Europe, especially among Russian-speakers. Known as VK. Similar to Facebook. BBC and National Geographic are on VK. It’s the most visited site in Eastern EuropeQZone – Social blogging site with 600 million users, mostly in China.Odnoklassniki – Like a Russian Friends Reunitied. 148 million registered users and the 7th most popular site in Russia (Alexa).Cloob – Persian language Iranian social network popular since Orkut was blocked by the Iranian government. Says it has 1 million members and 100 million page views per month. Community pages, blogs, classifieds etc. It’s the 15th most popular site in Iran. There is very little traffic from any other country.Draugiem – It is the largest social networking site in Latvia with about 2.6million registered users. It’s the 7th most popular site in Latvia.Russians still love Opera – that’s because lots of Russian ISPs charge per megabyte and the image compression has historically been good. Yandex is the most popular search engine with 60% market share as of October12 (source: Yandex press release).
  • Via SocialBakers
  • Monitoring is the single most important first step. You need to know whether you have an audience to start with. There are multiple monitoring platforms, all of which vary in functionality, scope and cost, and there is no right choice. Some of the bigger names include Brandwatch, Radian6 and Meltwater Buzz. Also have a look at Yomego’s Social Media Reputation service:
  • Once you’ve selected your channels, decide what role they will play in your wider strategy. Customer service? Promotional activity? News? All of these can be integrated into a single platform, but if you have multiple platforms it’s important not to ‘punish’ your most loyal fans for following you on multiple channels by constantly replicating content.
  • Transcript

    • 1. WELCOME We are Yomego. An award winning social media agency. #smwglobal
    • 2. Localisation n. adapting a product, brand, communications etc. so that it appeals more to individual groups with different culture, context and values. #smwglobal
    • 3. And we’re not all in the same place Are you new to social or New to global? #smwglobal
    • 4. Is there such a thing as a global strategy? 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 #smwglobal
    • 5. It’s a response to a perceived opportunity #smwglobal Tools and infrastructure to support digital growth A system of protocols designed to allocate resource and simplify the processes required
    • 6. Why have a global strategy? Better understand your consumers #smwglobal Promote key messaging
    • 7. Why have a global strategy? Build relationships with your audience #smwglobal Support offline growth
    • 8. The key considerations #smwglobal
    • 9. • 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?
    • 10. Some considerations… #smwglobal 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
    • 11. But what changes when you go global? Brand fundamentals Communication plan Inventory (and contacts!) Less granular, more encompassing #smwglobal
    • 12. What do you want to get out of your global presence? #smwglobal Is your audience there? Do you have the resource?
    • 13. #smwglobal
    • 14. Platform planning
    • 15. What can work well Your content can be personalised to the regional needs of your users #smwglobal You can build on local commonalities International marketing initiatives can be joined up
    • 16. But beware! #smwglobal Content is not always universal Offline laws and regulations need to be considered User behaviours vary from region to region
    • 17. Check the legals #smwglobal Competition terms and conditions vary from country to country, and from state to state in the USA So do copyright and privacy
    • 18. #smwglobal
    • 19. Transcreation n. Capturing the essence of a brand or concept without translating word for word #smwglobal
    • 20. When you’re not sharing a desk space Waking up to stacks of email The problems of written comms No water cooler meetings Cultural conflicts can develop #smwglobal
    • 21. When you’re not sharing a desk space But Native speakers In touch with local markets Cross-timezone, fills service gaps Understand competitors #smwglobal
    • 22. Bringing remote teams together #smwglobal
    • 23. Comparing or competing? #smwglobal How do you know that what you’re doing is working? How do people share successes without discouraging others?
    • 24. Market maturity model • Sporadic use of social – mainly using 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
    • 25. Some things are consistent globally (kinda) #smwglobal Mobile is becoming more dominant Facebook and Twitter are eating into space traditionally occupied by local networks It’s not just for kids any more
    • 26. How can existing platforms help? #smwglobal
    • 27. #smwglobal
    • 28. #smwglobal
    • 29. 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. Facebook #smwglobal
    • 30. Facebook Each 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
    • 31. Facebook Each region can have their own regionally specific page, typically with an identifiable vanity URL #smwglobal
    • 32. But managing multiple pages means multiple content feeds to maintain #smwglobal If the audience isn’t there, discoverability takes a hit There are alternatives…
    • 33. Facebook Each region can have their own regionally specific page #smwglobal
    • 34. This provides a single page for easier discoverability #smwglobal You can tailor content by selecting the relevant regions when posting Global messaging is posted once and seen by all
    • 35. Audience Behaviour: Follow users/brands based on particular interests or as a customer service channel #smwglobal Twitter
    • 36. There is no built in functionality to amalgamate multiple pages into a single profile #smwglobal 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?
    • 37. Twitter Scheduling 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
    • 38. 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
    • 39. 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
    • 40. 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
    • 41. Users watch video content in languages they understand #smwglobal If they can’t relate, they won’t engage Segmentation of content into local channels
    • 42. BUT… #smwglobal Video content is expensive! An empty channel is a boring channel
    • 43. The growth of image led social platforms #smwglobal
    • 44. 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?
    • 45. How to get started #smwglobal
    • 46. #smwglobal Monitoring Resourcing Content Platforms Fitting it together
    • 47. #smwglobal Set roles Communicate Reporting
    • 48. 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
    • 49. Thank you! Any Questions? Glasgow /yomego @YomegoSocial London Longbow House Chiswell St London EC1Y The Lighthouse 70 Mitchell St Glasgow G1 3LX