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Global Social Media
#BoGlobal

James Bottari
jp.linkedin.com/in/jamesbottari
twitter.com/jamesbottari

Global Social Media
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#BoGlobal

Fundamentals of Social Media
Global Strategy
Social Media Channels
Content is King
Questions


Global Social Media
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#BoGlobal



What are the some popular social sites?
Global

Facebook

Japan

1200M

17M

Twitter

500M

13M

Google+

540M

4.5M

LinkedIn

225M

1M

LINE

230M

50M
September 2013

There are many, many more...
…and one size does not fit all
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Why is social media marketing important? 　
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Many of our customers are spending their
online time there.

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It is where we can enhance our experiential
marketing and strengthen customer
intimacy through engagement, shares,
connections, etc.

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Also: Search Engine Optimization (SEO)

Social Media is one of the
three pillars of SEO …and
the goal is not only to show
up 1st on SERP, but also to
“own the page”

Social Media connects to other components
Website
SEM
Mobility
Apps

Geotargeting
Email
Texts
RSS

Digital Signage
Podcasts
Television
Radio

So, when we talk about Social Media
Marketing what we are really talking about is
Digital Marketing.
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Consider how your social media strategy fits
into your digital marketing strategy.
What is your purpose?
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sending users to a web page
increasing brand exposure
pursuing endorsements
providing a customer service platform
promoting an event or product
engaging in inbound marketing

Should your social media activities be global
or local?
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Global Social Media
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#BoGlobal

Global Strategy


Global Strategy
There are a several challenges you will face when
engaging an international audience.
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Available resources
Location priority
Specific issues (regulations, compliance, political)
Different / Multi languages
Multiple time zones
Variety of cultures
Different audiences


Global Strategy
Creating a strong unified approach
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What is the unified goal?
What is the tone of voice?
What creative materials are to be used?
What is the timing of the release?
How do all of your campaigns tie together?
How are crisis handled?

Be flexible to accommodate to cultural
differences.
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Global Strategy
Choosing the regions/countries
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Where do you want to be present?
Where is the majority of customer base,
both domestic and international?
Where is the potential for growth?
Do you have international leads/prospects?
What are your available resources?
They may add weight to your decision, but
remember to focus on ROI. Where is the
best place to be now? You can expand
later.

Global Strategy
Speaking the language
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Should your content be in multiple
languages?
Should you create a new social profile for
every language or utilize localization
functions (example: Facebook, LinkedIn)?
Should you monitor social media platforms
in multiple languages?

Global Strategy
Using a Content Hub
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Consider a hub to originate all content
(blog, forum, community page, website)
Your social media channels should link to
the hub.
Your hub is a key part in SEO strategy.

A community manager is imperative.

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Global Social Media
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Localize Posts
Targeted Advertising
Live Streaming
Analytics

Especially for advertising, use targeting functions
for Language and/or geography.
If you create separate regional pages for each
language, “like” or link to each page.
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Facebook
Edgerank is dead
(Affinity, Weight, Time Decay)
Over 100,000 weights: Post Types, Hide Post/Spam
Reporting, Clicking Ads, Viewing Timelines,
Device/Technical Considerations
#hashtags

Trending topics

@mentions

Graph Search

Edit posts

Auto-play videos

Public Feed API

Keyword Insights API Embedded posts

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Twitter
Advanced searches to monitor the
conversation
Lead generation cards

#hashtags

Lists

@mentions Trending topics

6 second loop
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Google+

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Google loves Google+


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LinkedIn
Groups
Dual posts to Twitter
Rich media on profile

#hashtags
@mentions
Groups

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Instagram
Video services (15-second)
Soon to take on advertising

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Pinterest
Soon to take on advertising

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Global Social Media
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#BoGlobal

Content is King


Content is King
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Provide native translations
Use correct spelling variations
Use one language per blog
Use images/video wherever possible
Be relevant
Learn color connotations
Crowd sourcing sites on the rise for content
sourcing: Kickstarter


Content is King
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It is important to experiment with different
ad content, posts, pictures, etc.

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Check each social media’s analytics page
for insight into how your campaign is
running.

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Remember, it is best to try out ideas,
before spending vast amounts of money on
them…

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Content is King
EPIC FAILS
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Susan Boyle's hashtag to promote her new
album event: #Susanalbumparty
Take away: Proofread your material

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#McDoStories backfired when users began
flooding the tag with bad experiences
Take away: Be careful of what you cannot
control

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Content is King
EPIC WINS
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McDonald's launched a website called:
"Our Food. Your Questions” to promote
transparency using the same channels that
perpetuated negative stories about their
food quality. They respond to questions
through text, photos, and video.
http://yourquestions.mcdonalds.ca
Take away: Be transparent (even with the
bad). Try to have more control over
content.

Content is King
EPIC WINS
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Oreo Cookie amazed
Super Bowl fans with
their tweet.
Take away: event jacking
and trend jacking

Power Out?
No problem

Oh, and a 15 member
team brainstorming
before and during the
game.
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Questions
Thank you.
#BoGlobal

James Bottari

#BoGlobal

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