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Practical guide to
localising your
brand
@Olgandrienko #BrightonSEO
Hello Brighton!
Who I am?
Head of Social Media at SEMrush
Contributor SEJ, Foundr,
SproutSocial, Distilled and other
indus...
Marketing activities in 21 countries
Mass
Marketing
Internalisation
Laser
Targeting
Localisation
VS.
English-speaking world
If you’re marketing to an English-speaking
country, you’re already global
20% of your
markets
bring you
80% of
revenue
Tip
Check reports in Google Analytics:
✓ Real-time -> Locations
✓ Acquisition...
“Norwegians don't sign up for 30-
day free access, because we
have money to buy it if we want
to. From my personal experie...
Pay attention to popular social channels in your markets
Local social media accounts (SEMrush)
Statista.com
Weekly social media site access in selected countries
(October 2015)
Share of internet users who access socia...
Check the popular social networks in BuzzSumo
Source: Common Sense Advisory
Think global, act local:
Tip
✓ Take geo-location into account.
Australia, Brazil and others have
Christmas in summer
✓ Wor...
Colors in culture
Lost in translation:
Coca-Cola #Shareacoke
3 REASONS TO GO LOCAL
Cultures,
traditions,
tastes and
preferences
differ
everywhere
People are
more likely to
respond in
...
PR
Conferences
Experts
Social media
Website
Localisation layers
PR
Conferences
Experts
Social media
Website
Localisation layers
social
social
social
social
PR
Conferences
Experts
Social media
Website
Localisation layers
Local FAQ
Answer in a
video
Transcribe
Publish on a
website
Publish short
videos on social
Localise with video content
PR
Conferences
Experts
Social media
Website
Localisation layers
Local profile vs. targeted posts
Local page gives
you stronger
local presence
International
page with
targeted posts
saves...
Comment from the brand on other pages
Audiense.com
Comment from the brand on other pages
Followerwonk by Moz
PR
Conferences
Experts
Social media
Website
Localisation layers
Klear.com
If you are localising your
brand, you already have a
global audience. While you
are trying to go local, many
local experts...
1. Your thoughts + slides, their tips
2. Top quotes from the expert, your
slides, their comments
3. Masterclass: 10-15 min...
Email Template: Connect with the conference
PR
Conferences
Experts
Social media
Website
Localisation layers
 Do your homework
 Bring enough business cards
 No stereotypical swag
 Bring the offline to online
 Add all people wh...
PR
Conferences
Experts
Social media
Website
Localisation layers
3 REASONS TO GO LOCAL
Cultures,
traditions,
tastes and
preferences
differ
everywhere
People are
more likely to
respond in
...
PR
Conferences
Experts
Social media
Website
Localisation layers
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
How to localise your global brand
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How to localise your global brand

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Olga shared reasons and ways to localise a brand on various markets in her presentation at BrightonSEO 2016.

Published in: Business
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How to localise your global brand

  1. 1. Practical guide to localising your brand @Olgandrienko #BrightonSEO
  2. 2. Hello Brighton! Who I am? Head of Social Media at SEMrush Contributor SEJ, Foundr, SproutSocial, Distilled and other industry blogs. Strengths: community building, influence marketing, copywriting And that’s now all I do at SEMrush… Olga
  3. 3. Marketing activities in 21 countries
  4. 4. Mass Marketing Internalisation Laser Targeting Localisation VS.
  5. 5. English-speaking world If you’re marketing to an English-speaking country, you’re already global
  6. 6. 20% of your markets bring you 80% of revenue Tip Check reports in Google Analytics: ✓ Real-time -> Locations ✓ Acquisition report (advanced -> secondary dimension -> users -> country) ✓ Audience report: geo-location ✓ Compare countries you get traffic from the countries that convert and stay on your site (check Conversion and Goals)
  7. 7. “Norwegians don't sign up for 30- day free access, because we have money to buy it if we want to. From my personal experience 3 months will let them actually have time to test things out, and GURU access is the right level, considering they have tens of thousands of products and millions of pages. This way they can test it properly.”
  8. 8. Pay attention to popular social channels in your markets
  9. 9. Local social media accounts (SEMrush)
  10. 10. Statista.com Weekly social media site access in selected countries (October 2015) Share of internet users who access social media via mobile (Oct 2014)
  11. 11. Check the popular social networks in BuzzSumo
  12. 12. Source: Common Sense Advisory
  13. 13. Think global, act local: Tip ✓ Take geo-location into account. Australia, Brazil and others have Christmas in summer ✓ Working schedule is different, check national events and religious holidays ✓ Hebrew and Arabic are written from right to left ✓ Color emotions differ Culture, tradition Taboos, superstitions Holidays Religion Language, tone of voice Currencies, payment systems
  14. 14. Colors in culture
  15. 15. Lost in translation:
  16. 16. Coca-Cola #Shareacoke
  17. 17. 3 REASONS TO GO LOCAL Cultures, traditions, tastes and preferences differ everywhere People are more likely to respond in their native language Better budget optimisation due to better focus and right communication channels #1 #2 #3
  18. 18. PR Conferences Experts Social media Website Localisation layers
  19. 19. PR Conferences Experts Social media Website Localisation layers social social social social
  20. 20. PR Conferences Experts Social media Website Localisation layers
  21. 21. Local FAQ Answer in a video Transcribe Publish on a website Publish short videos on social Localise with video content
  22. 22. PR Conferences Experts Social media Website Localisation layers
  23. 23. Local profile vs. targeted posts Local page gives you stronger local presence International page with targeted posts saves time
  24. 24. Comment from the brand on other pages
  25. 25. Audiense.com
  26. 26. Comment from the brand on other pages Followerwonk by Moz
  27. 27. PR Conferences Experts Social media Website Localisation layers
  28. 28. Klear.com
  29. 29. If you are localising your brand, you already have a global audience. While you are trying to go local, many local experts would like to go global. That is a perfect win-win situation.
  30. 30. 1. Your thoughts + slides, their tips 2. Top quotes from the expert, your slides, their comments 3. Masterclass: 10-15 min presentation by expert, huge Q&A session afterwards
  31. 31. Email Template: Connect with the conference
  32. 32. PR Conferences Experts Social media Website Localisation layers
  33. 33.  Do your homework  Bring enough business cards  No stereotypical swag  Bring the offline to online  Add all people who are tweeting to a list with IFTTT  Attend the afterparty  Repeat the name of whoever you've been introduced to in the next sentence  Add your thoughts to the speeches  Write a blog post afterwards
  34. 34. PR Conferences Experts Social media Website Localisation layers
  35. 35. 3 REASONS TO GO LOCAL Cultures, traditions, tastes and preferences differ everywhere People are more likely to respond in their native language Better budget optimisation due to better focus and right communication channels #1 #2 #3
  36. 36. PR Conferences Experts Social media Website Localisation layers

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