How To Build Your Brand’s Global Social Strategy With Webcertain



Pulling social off globally is no easy feat, but there are few steps you can take to build your strategy from the ground up.


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So you’re in charge of managing social media for your company and have started to target specific markets, but leads have been coming in on a global level. Now your boss wants you to abandon your current strategy and start targeting multiple accounts and markets. How are you going to approach this?

At #SMWLDN, Daiana Damacus and Felipe Ross of Webcertain took the stage for their workshop, “How to Plan a Killer Global Social Strategy“, and provided attendees with an indepth plan to retool their current social strategy to a global scale.

Getting the C-Suite Onboard

Without full support and participation from those holding the purse strings, your enthusiasm for expanding the company’s social footprint will only take you so far.

Creating a global social media plan is a huge task and requires immense planning, long-term dedication, collaboration throughout your organization, and collaboration with agencies outside of your company.

  1. Reduce Costs – Convince the decision-makers of your company to create a coordinated and localised effort into your social plan.
  2. Show Your Stuff – Share your positive results from your domestic markets.
  3. Leverage Your Competition – Show how other international brands have leveraged social across the different borders. Show how the competition is currently outperforming your company.

Select Your Markets Wisely

Don’t try to get the attention of all the world’s social media users at once? The Webcertain team believes that it’s a fool’s errand and you need tangible metrics to guide you through your social expansion. When selecting your markets, you need to be able to handle logistics, localize the product offering and PPC campaigns, and translate the website.

Look at your current metrics. Is the current revenue contribution from the countries you plan on targeting substantial enough to justify the added level of time and money to target that audience? How much of your current social fan base is from that country and how important is that country towards your “strategic future battlefield.”

When it comes to selecting the right markets to target:

  • Start small
  • Be selective
  • Engage meaningfully
  • Drive business results
  • Then scale

Assemble a Global Social Media Team

The people running your social accounts are the ones representing your brand and your potential global brand, so make sure you are choosing the right people to work on your social team.

When assembling a global social team you need to find native speakers in the markets you are targeting for global reach. Cultural immersion is an absolute must for building a credible social media presence and your social team members should be experts when it comes to knowing everything about your brand.

Listen (Know Your Audience)

You need to make it a priority to listen to your current audience before setting goals for your future audience. One of the most important aspects of planning your global social strategy is creating a multilingual listening strategy. You can’t join the conversation without first seeing what is being said about you, who is saying it, and where it’s being said from. If you don’t listen to your audience, you are just shouting into a very crowded void.

Define Objectives

Set clear goals to bring accountability to your social programs and the teams working on them. International markets have different dynamics, market position, and competition, and those in term present unique challenges.

A brand must first define its objectives before pursuing international markets:

  • Create a global social mission
  • Define global objectives and assign scores based on importance
  • Score each market against the global objective
  • Set specific goals for each market

Choose Channels & Organise Them

Their are different solutions when choosing the right channels for each market and how to organize them correctly.

Solution 1: Full localisation for each market – This can take up a lot of time and resources and is also very expensive.

Solution 2: One hub, most important channels are localized – Less social channels, but the most important are localised.

Solution 3: “Glocal” social – Use Facebook and LinkedIn’s language and geo-targeting capabilities to engage with multiple markets from a single profile.

Regional content should make up 40% of the content on your page, while global takes up 25% and local 35%. It’s important to note that Facebook, Twitter, LinkedIn, and YouTube aren’t leading everywhere when selecting platforms for international markets.

Further analysis and commentary from “How to Plan a Killer Global Social Strategy” session:

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