A walk through of International issues in social media. Why translation and localization are not the same thing and why a strategy for global growth requires understanding the local social platforms.

1. AVOIDING GLOBAL
SOCIAL FAILURE

3. YOUR
JOB IS
HARD!

4. CULTURE IS…
Traditions, Norms, Taboos, Social Structures

5. TRES LANDMINES
Scale, Language and Measurement

6. SCALE?
If we can just build one strategy and translate it we can
do more for less.

7. LANGUAGE
Idea A worked in the USA. Lets just do it in French?

9. MEASUREMENT
Success is always measured this way!

12. Social Media is powerful…
When people feel like the messages are for them

14. “A Black Family is
not a White Family
with Brown Skin.”
http://www.npr.org/sections/money/2015/05/29/410589806/episode-628-this-ads-for-you

15. Too many companies
use social platforms in
ways that irritate, rather
than attract, customers

16. THREE
SOLUTIONS

17. Your customers
like your brand
are unique.
Avoid a one size fits all approach

18. JUST BECAUSE IT IS A
SELFIE; DOESN’T MEAN
SHE IS POSTING IT ON
FACEBOOK

19. Consider your
ability to speak
directly to the
customer.
If you don’t even know what Weibo is than maybe you
don’t belong in China.

22. CONTEXT
A translation only approach rarely accounts for the
calendar issues or social issues related to event driven
marketing.

23. Is it Christmas yet

24. THINGS TO REMEMBER:
• Less is MORE
• Build in the right NEIGHBORHOOD
• CONTEXT is critical