I tell you how you can build a smart, international social media Strategy. Often marketers focus on the buying persona of their target customer, and forget about the searching persona. A really smart strategy will tackle both of these and use a range of different creatives and topics to generate interest and affinity with the brand and the product. Want proof? I show how this strategy delivered global success for a medical software business and provide examples of content and creatives that connect with the target audience on different levels. Work with SEO & PPC departments together to have the perfect digital Marketing Strategy.

1. SMART SOCIAL STRATEGY:
A DATA-DRIVEN APPROACH
TO GLOBAL GROWTH
@HollerVeronika #INTSS

2. International
Growth
with a successful,
holistic strategy
#INTSS · @HollerVeronika

3. THE PROBLEM
#INTSS @HOLLERVERONIKA

4. We have for every Business
Unit and Country
- Channels on LinkedIN,
Meta & Twitter
#INTSS @HOLLERVERONIKA

5. Plus, a main channel -
which is declared as
international
#INTSS @HOLLERVERONIKA

6. Content is duplicated,
the full potential of
the individual channels
is not used.
#INTSS @HOLLERVERONIKA

7. Everyone does what
they think is right
regardless of branding
or common goals
#INTSS @HOLLERVERONIKA

8. DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 7
PAIN
JOY
My emotional rollercoaster

9. HOW WE
SOLVING IT
#INTSS @HOLLERVERONIKA

10. 1.Analysis/Content check of
existing accounts
2.Competitor Analysis
3.Consider big brands like Coca
Cola, Nike, Starbucks, IBM, Adobe
etc.
#INTSS @HOLLERVERONIKA

11. 4. Market analysis for locale posts
5. Addressing several target groups,
the buyer persona, research
persona,
private persona
#INTSS @HOLLERVERONIKA

12. 6. Creation of a uniform,
international social media
concept
#INTSS @HOLLERVERONIKA

14. #1 Migration of
individual BU
channels to one
channel
#INTSS @HOLLERVERONIKA

15. #2 Know your countries
and BUs - what goals are
they pursuing with their
social media channels
#INTSS @HOLLERVERONIKA

16. For example, LinkedIN
Profil CGM Romania
#INTSS @HOLLERVERONIKA

18. They use LinkedIn for
employer branding - they want
to show interested parties
what their work culture is like
#INTSS @HOLLERVERONIKA

19. Complete opposite Main
Channel CGM - rather coldly
posts, trade show dates, image
film, magazine article etc.
#INTSS @HOLLERVERONIKA

21. The main channel is more
used to show what CGM
is doing in general
#INTSS @HOLLERVERONIKA

22. #INTSS @HOLLERVERONIKA

23. #3 Keep an eye on the individual
needs of the countries - and
create your content according to
social media channels
#INTSS @HOLLERVERONIKA

24. On Facebook, video
content perform well,
particularly short-form
videos that are optimized
for mobile viewing.
Live streaming
#INTSS @HOLLERVERONIKA

25. Additionally, Facebook's
algorithm favors content
that encourages
meaningful interactions,
such as likes, comments,
and shares.
#INTSS @HOLLERVERONIKA

26. On Instagram, visually
appealing content is key.
Instagram is a highly visual
#INTSS @HOLLERVERONIKA

27. content that is aesthetically
pleasing and engaging.
#INTSS @HOLLERVERONIKA

28. High-quality photos & videos,
as well as eye-catching graphics
and animations,
#INTSS @HOLLERVERONIKA

29. Hashtags are also an important
tool for increasing
discoverability and reach
#INTSS @HOLLERVERONIKA

30. Twitter is a platform that
thrives on conversation
and engagement.
#INTSS @HOLLERVERONIKA

31. Content that sparks
discussion or encourages
people to share their
opinions tends to perform
well
#INTSS @HOLLERVERONIKA

32. This can include asking
questions, running
polls, or sharing
thought-provoking
statements.
#INTSS @HOLLERVERONIKA

33. Thought leadership content:
LinkedIn is a great platform
for sharing industry insights,
thought leadership pieces,
and expert opinions.
#INTSS @HOLLERVERONIKA

34. How-to guides and tutorials
Company updates: Sharing
news and updates
#INTSS @HOLLERVERONIKA

35. Employee spotlights: Highlighting
the achievements and
contributions of employees
Industry news and trends
#INTSS @HOLLERVERONIKA

36. Short-form videos 15 - 60 sec.
Trending challenges
Humor and entertainment
#INTSS @HOLLERVERONIKA

37. Behind-the-scenes footage:
TikTok users appreciate
authenticity and
transparency
Educational content
#INTSS @HOLLERVERONIKA

38. Short fact check
⮚We analyzed the
accounts and the
content
#INTSS @HOLLERVERONIKA

39. ⮚Identify the markets and
needs of each country
⮚Checks what kind of
content we should post
on which channel
#INTSS @HOLLERVERONIKA

41. Personas, goals and holistic
social media strategy
#INTSS @HOLLERVERONIKA

42. Twitter and LinkedIn are more
the business channels - here
the users move more in their
professional environment
#INTSS @HOLLERVERONIKA

43. intentions are:
get to know companies
news & trends
analyze competitors
to find jobs etc.
#INTSS @HOLLERVERONIKA

44. Here are mainly
research personas -
users who collect
information
#INTSS · @HollerVeronika

45. TikTok, Facebook, INSTAGRAM
Here you can reach all personas
from research to decision maker
- mostly in a private mood
#INTSS @HOLLERVERONIKA

46. perfect for light
entertaining
multimedia content
#INTSS @HOLLERVERONIKA

47. Show your brand
your culture
Behind the scenes
#INTSS · @HollerVeronika

48. THE SOLUTION
#INTSS @HOLLERVERONIKA

49. One international Twitter
Account is enough - you
can post here several times
a day
#INTSS @HOLLERVERONIKA

50. create one global editorial
plan for polls, news,
provocative content that
stimulates discussion, etc.
#INTSS @HOLLERVERONIKA

52. One international Tik Tok
Account is enough - you can
post here several times a
day
#INTSS @HOLLERVERONIKA

53. create one global editorial
plan for funny short videos
Learning Content
Behind the scenes
#INTSS @HOLLERVERONIKA

54. #INTSS @HOLLERVERONIKA

55. One YouTube Account is
enough
show your colorful,
worldwide product and/or
service
#INTSS @HOLLERVERONIKA

56. Here you can sort videos by
country, topic, etc.
#INTSS @HOLLERVERONIKA

57. Use the complete number of
followers instead of splitting
them into individual channels
#INTSS @HOLLERVERONIKA

59. LinkedIN, Facebook &
Instagram
Here the local search behavior
and needs are very individual -
#INTSS @HOLLERVERONIKA

61. Make it clear in your international
social media concept that all
individual accounts should
interact with each
other:
#INTSS @HOLLERVERONIKA

62. like posts
share
Leave a Comment
#INTSS @HOLLERVERONIKA

63. And you as an employee
should also interact with the
posts - support each other.
#INTSS @HOLLERVERONIKA

64. Ensures that the main
accounts also like, share &
comment on the country
posts.
#INTSS @HOLLERVERONIKA

66. The most important thing of
all - create the editorial
plans based on the needs of
the social media channels
and the countries
#INTSS @HOLLERVERONIKA

67. Content adapted to
different personas - each
persona has different
trigger points
#INTSS @HOLLERVERONIKA

68. Test the multimedia
content again and again,
create your country-specific
best practice
#INTSS @HOLLERVERONIKA

69. Stay true to your brand
design
only create individual
accounts if it fits the social
media channel
#INTSS @HOLLERVERONIKA

71. LESSONS
LEARNED
#INTSS @HOLLERVERONIKA

72. Like, share and
comment or just do
one of them is difficult
for people around the
world
#INTSS · @HollerVeronika

73. Merging accounts and
developing a uniform,
international social media
strategy is not always popular
#INTSS @HOLLERVERONIKA

74. Many people are not aware of
the fact that user behavior and
the importance of social media
channels have changed
#INTSS @HOLLERVERONIKA

75. There is a lack of awareness
that social media marketing is
more than an engagement rate
#INTSS @HOLLERVERONIKA

76. Silo thinking does not only take
place internationally but also
between different business units
#INTSS @HOLLERVERONIKA

78. Yes, don't give up you
need to talk!
#INTSS @HOLLERVERONIKA

79. Show the benefits
the WE feeling
a common strategy
respecting cultures, search
behavior, languages and needs
#INTSS @HOLLERVERONIKA

80. For the C-Suite the benefit
new customers, new
employees, happy existing
customers
#INTSS @HOLLERVERONIKA

81. Less operational
maintenance effort when
merging accounts
#INTSS @HOLLERVERONIKA

82. More reach, followers,
a uniform appearance
and much more.
#INTSS @HOLLERVERONIKA

83. More individual
content for different
personas
#INTSS @HOLLERVERONIKA

85. MORE TIPS FOR A SMART
SOCIAL MEDIA MARKETING
STRATEGY
#INTSS @HOLLERVERONIKA

86. Work with your
SEO & PPC
departments as
well
#INTSS · @HollerVeronika

87. We all know the user
journey is not linear
#INTSS @HOLLERVERONIKA

88. The user loves a uniform brand
perception, which means trust,
transparency, recognition
#INTSS @HOLLERVERONIKA

89. Bring some social media to your
website & use the data from PPC
and SEO for your content
planning
#INTSS @HOLLERVERONIKA

90. SUMMARY
⮚ Analyzes how many social media
accounts there are
⮚ Merge accounts when
appropriate
⮚ Market analysis, search behavior

91. SUMMARY
⮚international social media
editorial plan
⮚Production of content suitable
for the social media platform
⮚Develop country-specific best
practices

92. SUMMARY
⮚ test, test, test
⮚ Include PPC & SEO data
⮚ Reflect good results on the
website

93. Thanks for your attention
Global Senior SEO Manager CompuGroup Medical
#INTSS
LinkedIN
Twitter
In a world full of violence, Medical Goods are one
of the most important goods please donate:
Support Hospitals in Ukraine
I’m Veronika Höller