towebornottoweb - international social media guide
TRANSCRIPT
9 steps forInternationalSocial Media Success
A start guide by
ToWebOrNotToWeb
International Multichannel: visit www.ToWebOrNotToWeb.com to see our services
GOING GLOBAL ISGOING LOCAL
Scale business fasterInteract with larger and global audiencesBuild B2B/B2C brand and increase brand awareness abroadStrengthen relationships with foreign customers and influencersGenerate sales in new markets Be different from and do better than competitors
Going global means going local in many countries at thesame time. Multi‐country social media activity will help:
Active use of social media will make your business popular!
Tip #1Social media arenot global!
To become popularworldwide, you need toknow the specifics ofeach market you’retargeting: make yourbusiness part of it.
International Multichannel: visitwww.ToWebOrNotToWeb.com to see our services
International Multichannel: visit www.ToWebOrNotToWeb.com to see our services
SOCIAL NETWORKS:THE HOTTEST MEDIA
They’re free! They’re used globallyThey’re human: you can talk on a 1-to-1 basisThey’re trackable and instantly measurable
Social networks have been the hottest marketingchannel for more than a decade. Why?
Being popular in many countries will add value to your company!
Tip #2Social media areamong the mostpowerfulmarketing toolsas long asthey’re usedcorrectly.
International Multichannel: visitwww.ToWebOrNotToWeb.com to see our services
International Multichannel: visit www.ToWebOrNotToWeb.com to see our services
SOCIAL NETWORKS:THE HOTTEST MEDIA
Brands think it’s enough to be on FacebookThe focus is on their domestic market, not global audiencesMost marketers think English is ok for international social mediaMany companies join all social networks without considering theresources needed to manage them or where customers areMarketers think social media are overwhelming
How “hot” is most companies’ use of social networks?
Being popular in many countries will help your business grow faster!
Tip #3The goal isn’t to be goodat social media. It’s to begood at business becauseof social media.
To achieve that, the firstthing to do is to define aclear social mediastrategy.
International Multichannel: visitwww.ToWebOrNotToWeb.com to see our services
International Multichannel: visit www.ToWebOrNotToWeb.com to see our services
GLOBAL SOCIALMEDIA STRATEGY
Which country to focus on and why?Which social platforms to use in that country and for what?How to set up and manage a business page/account/channel on theseplatforms?How to create, localize and distribute content on each platform?What conversations to have with the target audience? Which interactions to create between social media? How to harmonize all of the above both locally and globally?
Before defining your international social media strategy,make sure you know:
Tip #4The answers to thesequestions depend on:
International Multichannel: visitwww.ToWebOrNotToWeb.com to see our services
Your global organizationYour global brand strategyThe nature of your business Your sectorYour resourcesMarket features
International Multichannel: visit www.ToWebOrNotToWeb.com to see our services
GLOBAL SOCIALMEDIA STRATEGY
1/ Benchmark your competitors2/ Understand your new customers and audiences3/ Set your goals and keywords4/ Select the social networks (channels) and the languages for each5/ Define and manage the content strategy for your target audience6/ Localize your social networks in each country7/ Link your website and blog with your international social networks8/ Keep your social media activity as frequent as needed in each channel9/ Measure, adjust and check the trends in all your social networks
Now that you have the answers, you can set your social mediastrategy for each one. The 9 steps we recommend you follow are:
Tip #5To maximize your globalperformance, you have tounderstand how the socialmedia are used in eachtarget market: if yourinternational businessgrows, your social mediaactivity will have tosupport it consistently.
International Multichannel: visitwww.ToWebOrNotToWeb.com to see our services
International Multichannel: visit www.ToWebOrNotToWeb.com to see our services
RELEVANT CONTENT FORRELEVANT PLATFORMS
Localize your content; don’t simply translate itUse one language per channel, unless multilingual content is what your sector usesCommunicate about topics relevant to your target audienceCreate interactions between multiple channels
To increase engagement with your audience, your contentmust be relevant to them and to the platform they useXing, Viadeo, Tianji, Sonico, Vkontakte, Yonja, Weibo, Mixi, ...Once you’ve chosen the ones used by your target audience, you must alignyour content strategy with your channel strategy.The content-creation best practices to keep in mind are:
Tip #6Avoid ‘lost in Googletranslation’: get help fromsomeone fluent in thetarget language or usetranslation services.
Social media are notlike TV ‘one‐to‐all’ ads:instead they're liketelephone ‘one‐to‐one’conversations.Language is key.
International Multichannel: visitwww.ToWebOrNotToWeb.com to see our services
International Multichannel: visit www.ToWebOrNotToWeb.com to see our services
CHECKLISTResearch your new markets: local social networks, e-customer behaviour,
competitors’ social media activity/strategy, etc.
Evaluate the internal and external resources you can use for your
international social media strategy
Validate the budget to allocate to your international social media
strategy
Use international social media experts to get faster and better results
Do a social-media trial in one foreign market before international
deployment to test your strategy without excessive investment
International Multichannel: visit www.ToWebOrNotToWeb.com to see our services
ToWebOrNotToWeb
InternationalMultichannelStrategy
MultilingualSocial MediaManagement
Sales BoosterGrowth-HackingServices