Shu Uemura is an international cosmetics line, native of Japan. They use Social Media to expand relationships with their fans, feel close to the brand by listening to their needs and providing them suitable contents: education, entertainment, product information and promotional offers. Like Shu Uemura, organize your team globally, strengthen brand equity and optimize your social performance.

1. How to set up a Global Strategy on Social Media?

2. PLAN YOUR GLOBAL
MARKETING STRATEGY
TELL YOUR STORY MONETIZE
Discover the brand world Offer exclusive products
through the "mon shu girl" doll to your community
ENGAGE
Invite fans to participate
in creative contests

3. SHU UEMURA TIGERLILY
shu uemura is an international The Tigerlily Platform helps
cosmetics line, native of Japan. brands to easily drive their
They use Social Media to expand social marketing strategies.
relationships with their fans, feel Used to manage conversations
close to the brand by listening to and run effective campaigns
their needs and providing them across 60 countries, it optimizes
suitable contents: education, your large-scale actions by
entertainment, product information providing uniques experiences.
and promotional offers.
Like shu uemura, organize your brand internationally.

4. 1
Facebook
Twitter
Youtube
Weibo
Youku +1 worldwide account
DEFINE YOUR BRAND PRESENCE
Fish where the fishes are:
• shu uemura has Facebook, Twitter and Youtube accounts in more than 15 countries all over the world.
• As a Japanese brand, they are especially present in Asia.
• In China, they are using local social networks such as Weibo and Youku, equivalents of Twitter and Youtube.
shu uemura focuses its presence on networks with a relevant audience, where they can develop the product promotion in accordance with
the brand DNA and its main target, young female.

5. 2
MANAGE A CROSS-CULTURAL
COMMUNICATION
shu uemura cares about local cultures, the strategy can vary a lot
depending on where fans live.
Social Media must be managed locally:
• Make-up trends
• Communication codes
• Local calendars
• Business operations
The International division’s role is to :
• Define the general strategy
• Maintain the consistency of the brand image
• Provide assets that cannot be produced locally.
16,271 40,586
NEW FANS LAST MONTH DAILY REACHED PEOPLE
MON SHU GIRL HUB
Installed on 13 Facebook pages of the brand
Available in 6 different languages (FR - EN - CN TW - CN HK - JP - KR)
Frequently updated content (video, photos and short messages)

6. 3
BUILD YOUR SOCIAL MEDIA PARTITION
FROM A 1 Global and 13 Local Pages with : But :
DISTRIBUTED
• Full localization on Page: cover and profile
photo, apps, milestones, Timeline... + •
•
Lack of global community
Cluttered in search, fans may
PRESENCE... • Insights on regional performance like the wrong page.
...TO A The Facebook Global Pages combines the best of Global/Local Strategies and allows brands to :
CONSISTENT • Have one Global Page Name, Like Count and PTAT across all pages
GLOBAL PAGE • Automatically redirect customers to the right local page
• Promote your Page with juste one vanity URL
• Learn about all customers through one set of Global Insights
Global Page
22.88%
ENGAGEMENT RATE
217,517
STORIES LAST MONTH France Japan Malaysia Rest of the world Taiwan Thailand UK USA + Canada

7. 4
ENHANCE TEAM COLLABORATION
Adapt your Global strategy to your organization. Establish a personalized workflow at each level to localized experiences.
shu uemura chose the Tigerlily Platform to:
Define worldwide team workflows
Create master templates for international content
Add tags to organize publications
Filter publications and fans contributions
by country, locale, users...
Adapt a post to local (translation, link..)

8. 5
PROVIDE GEOLOCALIZED EXPERIENCES
Offer multilingual and geolocalized apps deployed on many pages at once in order to support product launches.
DRAWING CONTEST
An invitation to draw your own interpretation of "mon shu girl"
Available in 8 countries
(HK, Malaysia, Singapore, UK, USA, JP, South Korea and Taiwan)
A contest with a high level of engagement SHOPPING
Exclusive shopping area to discover the Holiday collection.
351 4251 29,072
DRAWINGS VOTES APP VISITS Geo-targeted to 7 countries (EN,CN TW, CN HK and KR).

9. 6
ANALYZE YOUR PERFORMANCE AT EACH LEVEL
With a global view on your results:
• Measure and compare your team's performance depending on your KPIs
• Track your team's average performance at each level and compare to industry benchmarks
• Ensure brand consistency across social channels
• Optimize your future campaigns
TIGERLILY INSIGHTS MORE ABOUT INSIGHTS
Part of our Social Marketing Platform, Insights is now available for all If you want to learn more about Tigerlily Insights, you can read
clients who use “Conversation”. our blog post : Go further than Facebook Insights

10. STAND OUT ON THE SOCIAL WEB
The Tigerlily Platform helps brands to easily drive their social marketing strategies. Used to manage
conversations and run effective campaigns across 60 countries, it optimizes your large-scale actions
by providing uniques experiences.
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