Today, every brand is a global brand. Your company operates on a global stage. Customers from around the world can access your content, discover and interact with other customers, and add their own voice to the conversation about your brand. As a marketer you need to be conscious of the different needs of your audiences around the world.
This creates some major challenges. How do you meet the needs of an audience that speaks multiple languages? How do you appear responsive when your customers could be in several timezones? How do you support differing interests, products, cultures and regulations? How do you segment and prioritize your social media efforts?
Read this white paper guide to help marketers create a social media strategy that works across borders and achieves their global marketing goals.
Social media gives global brands a valuable opportunity to gain direct insight into what their customers want around the world. Without costly global surveys and focus groups, organizations can now serve up relevant content and respond to stakeholder needs quickly.
But, social media is also an area that global marketing can quickly lose control. It’s common for large brands to have dozens of social profiles – many they aren't even aware – as departments and individuals set them up on their own initiative. If no one is setting a strategy or enforcing a policy, social media can be perceived as a free-for-all and a cheap means of bypassing corporate approval
processes. Brands need to be proactive about this and manage it strategically, without stifling innovation or ignoring local needs and nuances.
There is a way to be both global and local with social media.
• Listen carefully
• Organize channels thoughtfully
• Create relevant content
• Allocate resources to engaging with local influencers and communities
• Measure appropriately and refine based on data
By following this formula, global brands can be successful in social networks.
This creates some major challenges. How do you meet the needs of an audience that speaks multiple languages? How do you appear responsive when your customers could be in several timezones? How do you support differing interests, products, cultures and regulations? How do you segment and prioritize your social media efforts?
Read this white paper guide to help marketers create a social media strategy that works across borders and achieves their global marketing goals.
Social media gives global brands a valuable opportunity to gain direct insight into what their customers want around the world. Without costly global surveys and focus groups, organizations can now serve up relevant content and respond to stakeholder needs quickly.
But, social media is also an area that global marketing can quickly lose control. It’s common for large brands to have dozens of social profiles – many they aren't even aware – as departments and individuals set them up on their own initiative. If no one is setting a strategy or enforcing a policy, social media can be perceived as a free-for-all and a cheap means of bypassing corporate approval
processes. Brands need to be proactive about this and manage it strategically, without stifling innovation or ignoring local needs and nuances.
There is a way to be both global and local with social media.
• Listen carefully
• Organize channels thoughtfully
• Create relevant content
• Allocate resources to engaging with local influencers and communities
• Measure appropriately and refine based on data
By following this formula, global brands can be successful in social networks.
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