Going global starts with local brian solis and expion
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Transcript of Going global starts with local brian solis and expion
Peter Heffring Brian Solis
Going Global Starts with Local
To join the conversation or ask questions
use #globallocal
Social Media is the New Normal
Social Media is different than other media channels
before it. Here it’s about relationships, recognition,
engagement, value, and help.
Connected
Consumers see the
world differently.
They’re “always on”
and that can work
for and against you.
The secret is to…
THINK.LIKE.THE.
CUSTOMER
Mobile engagement
introduces opportunities
to connect with
customers and guide
digital experiences
optimized for mobile
devices
The evolution of Social Media should be viewed through a
customer-focused lens – it’s not about technology
Global social media is not measured by visibility but instead by
presence…presence is felt and is engaging
Content is created at the hub and pushed to countries through global
content syndication programs via SMMS
Does one size really fit all? Localization + contextualization increases
engagement over syndication…every time
“Give me information about
sales and events that are not
broadcast to the general public.
It makes me feel special and
endears me to the brand.” —Sue (Female, age 26)
Empower country managers to extend the global vision, mission and purpose
for essential languages and cultures – your investment says everything!
Localizing the pillars of engagement dramatically increases
interaction – and brand resonance
Starbucks Taiwan and Argentina boast 15x interaction
with Facebook Fans. Blackberry Indonesia and Mexico
earn 10x interaction ratings.
Create a centralized Global Directory that points customers around
the world to their specific country page
The Top 8 Reasons to Go Local with Your Global Social Media
1. Social Media is the new “normal,” and it is literally making the world a much
smaller place
2. Employing a Global Strategy establishes a unified brand
3. Investing in a local presence builds a bridge between the brand and
customers
4. Localizing and contextualizing content increases relevance, engagement,
and resonance
5. Investing in the 5’s of community completes the last mile to improve
customer experiences, increase commerce and promote advocacy
6. Global languages and cultures are extending your opportunity for commerce
and community, but localization is the key to engagement
7. Prioritize each opportunity based on local markets that track toward business
objectives and language opportunities
8. Finally, because your local customers and country managers want it that way
Align Countries to the Brand Move to Hub and Spoke
36
Brand
Localized country marketing
improves Brand performance
Global Social Media Strategies
• Content Planning – Country Independent with Brand Oversight – Country Submit to Brand for Approval – Brand to country teams – Collaborative editorial planning
• Moderation – Brand level or country level with locking – Profile info of local users
• Competitive Intelligence – Analyze country level brand competitors to gain deeper
insights for more relevant country marketing
Deployment Examples
• Spain and Japan editorial planner with draft privileges
• France junior moderator who only review local conversations
• Germany Brand Manager with full control to publish local
content, assign moderators, setup brand keyword tracking in local language, and analyze local market competition
• Etc.……..
4. TALK TO YOUR CUSTOMERS WHERE THEY ARE IN THEIR LANGUAGE Publish, manage and govern country pages using one platform
7. IMPROVE CUSTOMER SATISFACTION AND COMPETITIVENESS Real time email alerts by country to identify sentiment, service issues, product trends
3. EMPOWER COUNTRY EMPLOYEES TO IMPROVE CONTENT RELEVANCE Draft, share, task and approve content globally or by country
2. INCREASE EMPLOYEE EFFICIENCY AND MINIMIZE TRAINING Customize home screen by job function simplifies workflow for hundreds of users
6. MEASURE AND OPTIMIZE YOUR GLOBAL SOCIAL MEDIA Analyze your content and competitors to identify top posts, top fans, sentiment, etc…
1. PROVIDE GOVERNANCE AND BRAND OVERSIGHT Full accountability as user access and permissions set by country, brand, job function
5. MODERATE CONVERSATIONS BY EACH COUNTRY Respond to fans based on context of their previous engagement with you
7 Requirements for Successful Localized Global Social Media Management
“It requires a well coordinated team with enabling technology that allows for brand alignment, local engagement with governance, and collaboration between brand to countries while doing it as efficiently as possible through a streamline workflow” Peter Heffring
Successfully managing multiple brands over many of countries is not easy
Peter Heffring
www.expion.com
Twitter: @expion
Brian Solis
briansolis.com
Twitter: @briansolis