Tips and examples to help plan and run global-local social media campaigns
Whilst the emergence of social media makes it increasingly difficult to contain campaigns within a given market, it offers brands greater opportunities than ever to connect with large, global audiences in a way that feels far more personal than most mediums previously available.
This blog provides successful examples of how companies are enhancing their global brand, the campaign development process and how to embrace the evolution.
Examples of companies successfully using social media to enhance their brand and increase sales.
A few months ago, Coca-Cola launched what they refer to as the ‘Cocal-Cola TV project’ campaign, essentially bringing live entertainment to its target audience via multiple social media channels and devices in a year-long project primarily aimed at audiences in Latin America. Paul McCartney’s free concert in Mexico was streamed live on Coca-Cola TV, with viewers encouraged to drive conversations on social…
Presentations on Mobile and Digital Strategy from two On The Edge conferences in 2013
10 Mobile marketing mistakes you can avoid through creating a Mobile Marketing Strategy
In this presentation to On The Edge Digital Marketing, London in October 2013 I covered 10 common mistakes and a 10 step plan to help marketers work through a mobile strategy. I hope these are helpful, see Rob Thurner's Smart Insights guide to developing a digital mobile strategy for more detail.
Avoiding the 10 most common mobile marketing mistakes from Dave Chaffey
Global digital strategy
The next two decks are from similar talks by Dave Chaffey in 2013 reviewing 8 key factors to to focus on to help deliver business growth from…
A visual of the multichannel universe
Many activities are needed to succeed in multichannel marketing. Whether you work for a company or for an agency, you need to communicate to colleagues or clients what is needed for success. I found the Twiss Universe visual an interesting way of showing what's needed to develop multichannel strategies, so thought I'd share it so you can compare it to your approaches.
Twiss say:
"Our Map of the "Universe" provides an overview of available mediums, technologies and services that comprise Multi-Channel marketing as a whole. Every brand has its own footprint of involvement, large or small".
(Click to Expand)
I like the emphasis that the visual puts on measurement, testing and customer research and coverage of the main "carbon" and "electronic" tools.
It's not so strong on process, for that I recommend Dan's "Marketing Wheel" infographic.…
New report highlights opportunities for companies to attract global trade online
Against a backdrop of a challenging economic times in domestic markets, many companies are looking at opportunities for international expansion.
In our recent white paper, Web Magnetism: Attracting Global Trade Online we review the opportunities and look at how companies are responding. This post gives a summary of our main findings.
1. Use of the Internet to drive overseas sales
Our research showed that, surprisingly, 64% of senior decision makers do not recognise the Internet in their top three avenues for driving overseas trade. The survey, conducted in Q2 2012, analysed attitudes amongst 350 senior decision makers in ‘large enterprises’, defined as companies with 200 employees or more, spread across the UK.
The white paper demonstrates that UK businesses seem to be missing out on a golden…
Localisation – much more than just translation
In the previous post in this series, I looked at the opportunities for growth from international markets. Now that you have identified that you want to expand internationally, you’ve got your budget approved, but what about all that web and printed content that you now need to translate? Well, the good news is that you are not ready to think about translating anything just yet. Before you do so, you will need to consult with other stakeholders in the business and where possible, existing and potential customers to identify what your strategic objectives are.
There are a lot of issues to consider that need to go into your plan:
[caption id="attachment_16312" align="aligncenter" width="600"] Localisation project activities[/caption]
High-level questions you should collectively be asking yourselves at this stage include:
What are our competitors doing and to whom are…
How alternative models of the customer journey can help us build more realistic media plans and experiences
A couple of weeks ago I rolled out one of my favourite slides, the Forrester ‘spaghetti’ view of the online customer journey. I’m fond of Forrester’s reworking of the traditional sales funnel for the digital age. On the one hand, the reworked sales funnel probably is a more accurate picture of the way that people make purchase decisions online. But it isn’t easy to see how it would drive sensible digital strategies back in the real world:
To help gain better insight, we need to add the time dimension. Research can can show that decision times vary a lot by category and they're not short. This research…
New research shows social media use maturing in large companies
International brands who have a presence in many countries have a bigger challenge in managing social media marketing than companies who focus on a single market.
The Third Annual Burson-Marsteller Global Social Media Check-up reviewed 100 companies in the Fortune Global 100 for their use of popular social networking platforms including: Twitter, Facebook, YouTube and, for the first time, Google Plus and Pinterest.
Companies were located as follows:
U.S. = 29 companies
Europe = 45 companies,
Asia-Pacific = 23 companies
Latin America = 3 companies
Here's what I took from the infographic:
Section 1. c 10 million social mentions a month. That's around 100,000 mentions per brand per month.
Section 2. Branded YouTube content is increasing with 79% having a branded YouTube channel with an average of 2 million views.
Section 3. A relatively good level of engagement (79%), response (70%) and updating…
Making the case for a winning localisation strategy
In my experience, many companies give localisation very little thought until growth begins to stagnate and they are forced to look at additional revenue from international markets. So what happens when you have exhausted the potential in your domestic market? Organisations are generally faced with two choices:
1. Develop new products or services to get more traction in your own back yard
2. Sell your existing products or services on a global scale
Since developing innovative products and services can be an expensive, high-risk strategy, it is not surprising that companies will opt to tap into international markets as a preference. What may surprise you, however, is that very few have any sort of strategy around their localisation programs and so they eventually lose out to savvy competitors who were quicker at adapting to selling to a global audience.
Making the business case for localisation
Convincing Finance Directors…
Why global marketing theory often differs from reality
On paper, global marketing is undoubtedly a great concept. The idea of leveraging a marketing strategy across multiple markets seems to be nothing but beneficial. It saves effort and resources, and ensures a high degree of consistency between all in-market branding and activities.
However, the question of whether global marketing works is a frequent conversation topic amongst marketers, and the concept of globally-led marketing resources can be subject to much scepticism.
So, how do you make global marketing work?
Stop the swinging pendulum
Marketing departments, particularly those in larger companies, seem to follow similar pendulum movements. Sometimes central teams are set up to oversee all territories; at other times these same teams are fragmented into regional or local components, each focusing on their specific market(s).
Yet, there are ways to stabilise the pendulum…
Creativity paves the way to commercial success
Let's face it, in the grand scheme of things, people don’t care about brands that much, they care about themselves. As individuals busy in our own worlds, we care about what we want, need, worry about or want to solve.
It stands to reason then, that if we want people to pay attention to our brands (to Like, Click, Share, Comment), we often hear this as "engagement", then we have to face up to this fact and the human emotions where our brands risk falling in to the 'whatever' category, our target audience simply have better things to go and do. This is all getting worse for brands with the advance of mobile technologies and access to more information, tools, apps and social platforms.
"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you…
