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.
http://socialmediaweek.org/blog/event/think-local-go-global-how-the-right-framework-can-future-proof-your-business/
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
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?
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
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
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.
26. 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
30. 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
31. 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
32. Facebook
Each region can have their own regionally
specific page, typically with an identifiable
vanity URL
#smwglobal
33. But managing multiple pages means multiple
content feeds to maintain
#smwglobal
If the audience isn’t there, discoverability takes a hit
There are alternatives…
35. 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
37. 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?
38. 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
39. 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
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
41. 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
42. Users watch video content in languages they
understand
#smwglobal
If they can’t relate, they won’t engage
Segmentation of content into local channels
45. 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?
49. 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
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 whitepaperhttp://www.yomego.com/download/
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: http://www.mysocialmediareputation.com/
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.