How localization and contextualization increases brand engagement in important markets.. Integrating social media into a global marketing strategy presents unique challenges. With multitudes of countries, thousands of employees and language/cultural barriers, how do today’s Top Global Brands deploy their social strategy effectively? Brian Solis and Peter Heffring will share the strategies and implementations tactics the leading global companies use to manage their social presence across different countries and markets. Brian’s research shows that localizing social content for specific markets and cultures dramatically multiplies the impact in terms of engagement, virality and actual sales. Peter will detail how technology has finally caught up to support Global Brands and the multiple strategies they use to form country communities and retain a unified brand presence on a global scale.

1. Going Global Starts with Local
Brian Solis Peter Heffring
To join the conversation or ask questions
use #globallocal

2. @briansolis TheBrianSolis BrianSolisTV

3. 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.

4. Global Social Media Marketing is not defined by
promotional campaigns on editorial calendars

5. Welcome to the
EGOSYSTEM @briansolis

6. @ is the universal sign for global engagement

7. Traditional Consumer
Digital Consumer
CONNECTED CONSUMER

8. “People” = the 5th Element

9. You are now marketing to an audience with an audience of audiences

10. 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

11. Mobile engagement
introduces opportunities
to connect with
customers and guide
digital experiences
optimized for mobile
devices

12. The “connected” consumer is not confined to digital natives

13. The evolution of Social Media should be viewed through a
customer-focused lens – it’s not about technology

14. Question:
How big was the Internet in 2004?
Answer:
The size of Facebook today

22. ARE YOU DESIGNING
GLOBAL + LOCAL
CAMPAIGNS AROUND
MEANINGFUL
EXPERIENCES &
OUTCOMES?

23. Global social media is not measured by visibility but instead by
presence…presence is felt and is engaging

24. Content is created at the hub and pushed to countries through global
content syndication programs via SMMS

25. Does one size really fit all? Localization + contextualization increases
engagement over syndication…every time

26. Think
Beyond
Content
Calendars

29. “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)

30. Empower country managers to extend the global vision, mission and purpose
for essential languages and cultures – your investment says everything!

31. Design a Syndicated Content, Commerce and Engagement program that
activates The 5’s of community

32. 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.

33. Create a centralized Global Directory that points customers around
the world to their specific country page

34. 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

35. Peter will now talk about
strategies and requirements

36. Align Countries to the Brand
Move to Hub and Spoke
Brand
Localized country marketing
improves Brand performance
36

37. Global Brand Social Management
COUNTRIES
BRANDS

38. Global Brand Social Management
USA GERMANY CHINA JAPAN

39. 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

40. 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.……..

41. 7 Requirements for Successful Localized
Global Social Media Management
1. PROVIDE GOVERNANCE AND BRAND OVERSIGHT
Full accountability as user access and permissions set by country, brand, job function
2. INCREASE EMPLOYEE EFFICIENCY AND MINIMIZE TRAINING
Customize home screen by job function simplifies workflow for hundreds of users
3. EMPOWER COUNTRY EMPLOYEES TO IMPROVE CONTENT RELEVANCE
Draft, share, task and approve content globally or by country
4. TALK TO YOUR CUSTOMERS WHERE THEY ARE IN THEIR LANGUAGE
Publish, manage and govern country pages using one platform
5. MODERATE CONVERSATIONS BY EACH COUNTRY
Respond to fans based on context of their previous engagement with you
6. MEASURE AND OPTIMIZE YOUR GLOBAL SOCIAL MEDIA
Analyze your content and competitors to identify top posts, top fans, sentiment, etc…
7. IMPROVE CUSTOMER SATISFACTION AND COMPETITIVENESS
Real time email alerts by country to identify sentiment, service issues, product trends

42. Successfully managing multiple brands
over many of countries is not easy
“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

43. Brian Solis Peter Heffring
brian@altimetergroup.com pheffring@expion.com
briansolis.com www.expion.com
Twitter: @briansolis Twitter: @expion