LEWIS WhitepaperEN

7/31/2019 LEWIS WhitepaperEN

http://slidepdf.com/reader/full/lewis-whitepaperen 1/28

The Global Social MeDia challenGe

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Table of conTenTs

Itodctio ........................................................................................................................2

Wht i th ch bd c?...................................................................................4

Mkt bkdow: Wht yo hod kow bot oci mdi od th wod .........8

Bt pctic commdtio o ob bd ........................................................12Cocio ......................................................................................................................24

WhiTe paper



2

White paper The Global Social Media Challenge

itrdut



3


Tody, vy bd i ob bd. Yo compy opt o ob

t. Ctom om od th wod c cc yo cott, dicov

d itct with oth ctom, d dd thi ow voic to th covtio

about your brand. As a marketer you need to be conscious of the dierent

d o yo dic od th wod.

Thi ct om mjo ch. How do yo mt th d o

dic tht pk mtip ? How do yo pp poiv

wh yo ctom cod b i v timo? How do yo ppot

diering interests, products, cultures and regulations? How do you segment

and prioritize your social media eorts?

Thi id i itdd to hp mkt ct oci mdi tty tht

wok co bod d chiv thi ob mkti o.




OrganIzaTIOnal CHallenges

leWIs pt hdd o mti-tio bd. O o th mot

commo ch thy c i how to ct oci mdi tty tht

mp oto thi ob oitio. shod vy coty hv it ow bo

d Twitt d? Who i poib o podi vi oci ch i

cii occ i oth io? How mch ipt hod mkt hv ito

ch oth’ cott, iv tht it c b ccd by ob dic?

Oitio d to tbih mwok tht mk d h

clear ownership, while providing enough exibility to meet the needs of

ch coty.

language

Mkt hv o dtood th impotc o oc cott.Bt, oci mdi h itodcd th cocpt o -pbihi d md

every company eectively a media company. So, if value-added online

cott i ky mt o yo mkti tty, how do yo coti

to v th d o yo ctom? Do tht m mtip

bo i mtip o i eih- bo? Do yo

allow mixed-language content on your YouTube channel and Twitter feed

o dit yo oi qity by cti mtip ch? ad how do yo

t p iti ptom to cov vy ?

PlaTfOrMs

ev fcbook, Twitt, likdI d YoTb coti to ow oby,

oc oi twok mi oc to b ckod with wh dvopi

oci mdi tti. How do yo vt d pioiti th ptom?

What is best practice for the most signicant ones?




CulTure anD POlITICs

We’ve all heard about the multi-million dollar ad campaigns that opped

i cti coti bc th m ttd to omthi compty

dierent, or because the content was oensive in that culture. Marketers

hv to dtd ob ibiiti – it’ pt o th job. Bt, i oci

mdi, wh yo do’t hv coto ov th cott tht yo bd i

ocitd with, thi bcom v mo chi.

TIMezOnes

soci mdi i bot pd. so wht hpp i ctom i spi

compi o Twitt bot yo podct d o o i tht timo i

thoid to ct? Wht i o o i v iti di tht tim? I yo

oitio i oh to hv iti pot d cii popoc t p i vy timo, t. Bt, o my, tht i’t th c

and, in the hours between that rst complaint and your alarm clock beeping,

th ittio my hv pid to mch mo io popotio.

PrODuCT MessagIng

If you adapt your product oerings to suit the needs of each market, you

o hv mi ch. Podct did to ppot toy

or legal requirements may dier from country to country. Key demand drivers

my vy co mkt. u oci mdi to ch pomotio o w

podct d yo hv to tht th mkt it ppi to md c,

o ik coi d dippoiti ctom.

I mmy, mkt d to tht thy hv c tty tht

dd th ch om th ott. Whth yo’ mkti ophitictd mti-tio, o tt-p with ittio mbitio, yo

d to cto i ob dic om th ott d hv p i pc

to meet their dierent needs.



Mrkt

rkdw: Wt yu

sud kw ut s

md rud

t wrd



9




10


porTUGal

1 Hi5 is an extremely popular social network in Portugal. If your target

dic i bow th o 13, Hi5 i wh yo hod oc.

2 My bd ccy i YoTb. Bt void

tdd copot vido. Vido tht dmott bd’

poity d tht co itctio ot bt.

iTalY

1 a cott d oci mdi commictio mt b i Iti.

2 Religion, crime, and sexuality are all taboo subjects and should

b voidd oi.

3 rch by th us stt Dptmt h od tht bd

hv imitd pc i th oci mdi ph i Ity, with

campaigns focusing on specic products rather than brand

idtity.

spain

1 Compi io bot i spih dic mt

hv spih oci mdi pom. (rmmb,

Ct i pt ).

2 Commity -tio i commo d idi o oi

bhvio bcomi mo widy coid d phd. B

w o th idi i pticipti i o hoti commiti.

3 Th govmt Dt Potctio ntio aocitio h ow

i impotc d tht Itt ’ dt i ot mid.

Check that your eorts comply with this organization’s guidelines.

1 Don’t worry about tagging content to a specic location. Where

omthi took pc i’t impott to us dic why

omthi i compi d vt.

2 add v to yo commity. us dic cctomd to th

top bd i oci povidi t d o v i th om o p-

mim cott, itti dicio d -tim ctom vic.

3 us dic bombdd by ptitiv d how cott om

w oitio. soci mdi pt oppotity to povid

mo dpth d mpthy th tditio mdi c. Thi i powoppotity o bd.

UniTeD sTaTes UniTeD KinGDoM

1 UK audiences are extremely skeptical. Make sure you have

yo ct to hd d c bck p y cim yo mk.

2 UK audiences react well to content that is humorous and witty.

But beware, there’s a ne line between being witty and being

oensive.

3 It’ impott to b w o th io itiviti withi th

UK. Beyond London, areas such as Manchester, Bristol, Leeds,

d nwct citic oci mdi hb.

france

1 awy commict i fch i yo wt to t

mt d poitiv po.

2 Engage with French inuencers online but do also try and

mt thm c-to-c oc i whi. Thi i y mch

ppcitd.

3 soci twok d hi it mo pop th

boi. Coid i Twitt d fcbook to td ti ctom.

neTherlanDs

1Most online inuencers in the Netherlands have day jobs, so don’t

ppoch thm th m wy joit. st p pt

meetings, preferably out of oce hours.

2 I th nthd, th ot o widy-d cobotiv bo.

Mot o thm op to w cotibto, o coid joii oc to

ch dic itd o bidi yo ow (copot) bo.

3 Yo thik yo compy i t, bt do’t ph thi too hd i oci

mdi. sh kowd d t oth pop jd yo cpbiiti.

nobody ik b, bt th Dtch hv ptic diik o it.

1 There are few A-list online inuencers, so there’s an opportunity

o bd to tbih oi dhip poitio i thi

of expertise.

2 Bi Dtch, fch, gm d eih to commict

oi. Icd mtip wh bidi it tht

itdd o Bi dic, bt i oci twok, om

d micobo, b d by yo dic’ choic o .

3 Dt pivcy i bi i i Bim – b w tht mot

itiv bot hi po iomtio.

belGiUM

S md



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1 Mo th 30 miio Idi soci ntwoki it d60% o tho op to bi ppochd by bd.

2 Boywood d Cickt two mity o Idi ct d

marketers can benet by strategically incorporating them.

My bd hv ccy ivovd Boywood cbiti

i commity bidi.

3 eih i th d cto o bi, bt to coct with

wid dic, icopot Hiih (combitio o Hidi d

English) to give campaigns a much-needed local avor.

inDia

honG KonG

1 l choic i impott. I yo wt to ch pop

in mainland China, use Mandarin. For people in Hong Kong,

Cto i th coct .

2 For every well-known Western social media channel exists a local

cotpt ( o fcbook, i o boi, Yok d

Tdo o vido hi, Mo o d-o-th-dy d op

byi, si Wibo o Twitt). Thi ct dic mttio

o bd d to ch thi tt mkt cy.

3 Bc Chi ymbo, 140 ymbo i ot mo th

140 chct - o micoboi i Chi ow mo i-dpth cott.

aUsTralia

1 ati h o o th hiht itt pttio t i th

Asia Pacic region and one of the largest Facebook user bases

p cpit i th wod.

2 Cott mt b vt to th ati mkt d ot pictd

om th us o eop. aPaC-wid iomtio i y w

civd by ati dic (pticy i th bi

commity), howv ati i mo compi.

3 Have a clearly dened strategy for both Australia and New Zealand– thy pt mkt with iq dmophic d

bi ch.

sinGapore

1 sipo’ poptio i md p o pop om Idi, Idoi,

Myi, Chi d sipo. Tho b mid d pct

of dierent races, beliefs and religions.

2 B itiv bot th to o cott ocitd with yo bd;

for example, any content that appears to tarnish the reputation of

Singapore will oend your audience. Equally, avoid any content that

cod b pcivd bi citic o th govmt

3 e tht oc ttitic d ct vt to ai icdd i

yo cott.

GerManY

1 athoh mot gm do dtd eih thy ppciti compy th moth to, o ty to twt d pot i

gm.

2 gm ctiv i dicio o om d Xi op. I

yo pticipt i th om o bh o bd, b tpt

about your role by including it in your prole or user name.

3 Germany is extremely focused on data privacy. Make sure you know

the rules for company use of social media and explain what exactly

yo wi d y dt o.

polanD

1 loc d c ti.

2 Moito oot iititiv i oci mdi tht dy po-

p mo Po: idtiyi with o tht i vt to yo

bd i mo iky to b cc th bidi commity

om ctch.

3 adopt th iht to: b iom bt iomtiv. B c o

ov-thitic podct-ctic cott it cod mt with

kpticim.

czech repUblic

1 Cch compi oy jt tti to oci mdi o

mkti.

2 fcbook i pop ptom i th Cch rpbic d bd

are starting to explore its use for marketing, although most company

p hv itt tctio.

3 I yo p fcbook tty, b to povid itctiv

cott o : cott d m th mot cc.

tps y mrkt



bst prt

rmmdtsfr g rds



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Udtd w yu mmut

The rst step in any social media strategy, global or not, is to research your

existing communities.

• Set up monitoring tools and search queries and watch who is mentioning

yo bd. Too ik rdi6 d sociMtio wi b yo to

search social sites to nd mentions in multiple languages. If you’re active

o fcbook, fcbook Iiht wi how yo which io yo

i. fid how my vt pop i Twitt by i it ik

Twpch d Twittgd. fit t by pciyi th octio

yo tti.

• Use Google Trends to see how people are searching for your brand or

topic td to yo bd. Yo c viw t by ophy.

•

Forums are a great place to nd active audiences. To identify these forumcommunities, use tools like Boardreader and lter your results by language.

• Check your own web analytics for signs of signicant trac from specic

mkt.

Where are your most active communities? You may nd that they coalesce

around specic topics, rather than language or geography. That’s useful to

know when it comes to dening a strategy.

Study the results to identify any dierences in the way markets respond

to yo bd. Do yo mo mt i cti coti? Mo

tivity i oth? Yo c too ik syomo to y timt

withi oi covtio.

It o withot yi tht, i yo hv’t dy codctd oci mdi

dit o yo bd, th yo hod do thi pt o bod yio yo oci pc.

ak leWis ut

t tt

md udt



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og yu

evy oitio d c tty o it oci ch. Bt pctic

suggests a hub and spoke model works most eectively. This means you

d to pick o ch to b th oc poit d pioity o yo oci

media eorts. For many brands, especially B2B ones, this will be an owned

ch ch bo, om o commity it th th thid pty

ptom ch Twitt o fcbook. Th my dvt o di

with ptom-otic ch, which w wo’t o ito h. Bt, o

brands that may not have signicant social proles already, an owned

ch i btt wy to bid thoittiv d mi oci

presence. Brands with extremely active communities already in Facebook

o Twitt, o th oth hd, my choo to mk o o tho ptom

the hub of their eorts.

I yo’ tti oci mdi mkti om ctch, it mk to

i th hb with yo t, mot ctiv, mkt. I ppopit, it o

mk to mk yo hb eih- it pop od

th wod ot ch th Wb i eih, w thi ow oc .

To tt with, yo oci mdi pom wi oc o cti cott d

bidi thoity o tht hb. u oth oci ptom d ch to

promote that content and drive trac back to the hub. You can also use these

thid pty ptom to it d pod to yo commiti i thi .

This will be primarily a reactive eort to start with. Don’t be tempted to federate

your eorts too soon. It takes time to build a credible social presence. Trying to

pomot v it wi oy dit yo impct d wk yo t.

a yo bid momtm, yo c tt to dd i mo ocd mkt-

specic programs.

fo bd with tbihd oci mdi pc, th ch i ot

how to tmi mo it d ch. Withot poicy, oitio

can nd that branded Twitter proles, Facebook groups, blogs and microsites

kp poppi p thitic mpoy (o v ctom) ch

thi ow iititiv. Whi yo wt to co pticiptio (yo’ d

that later), having dozens of social proles is at best inecient and at worst

dmi to yo bd.



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a ood otio i to ct th-tid tty:

• At the center of your social media program is your chosen hub. This is

witt pimiy i th mot commoy-pok mo yotarget audience and is where you’ll place the majority of your eort

around content creation. You’ll launch new content here rst and you’ll

mk thi it th oc o yo ov seO pom. Yo’ o povid

c c to ctio o th it tht mp bck to yo bi o.

• The second tier consists of social sites that provide specic content or

meet specic needs for your key communities, be they geography or

itt-bd.



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o For example, you may have a signicant German-speaking community

tht ik to h bt pctic with oth gm-pki p.

You could create a forum or wiki specically for that group, with some

oc mkt iomtio d oc modto. Yo wod

icd ik bck to th mi hb it d pottiy v d o

cott om tht it.

o Alternatively, you may have a signicant multi-lingual fanbase on

fcbook d o wt to mk fcbook p cod ti it,

with om ddictd cott d pom. Yo’ wt to pick

o th p th th diti th impct with mtip

. Bt yo c povid dti o y oth cod ti it

catering to specic languages or markets in the Info tab. It’s ok to

direct people o your page as long as you’re directing them to another

it withi th m ti.

limit th mb o th cod ti it ccodi to th ocyo hv vib to m thm.

• The third tier consists of social outposts. These are social sites where

your community is present but your eorts are primarily reactive. Monitor

th covtio, pod d wh ppopit, oowi th

c o yo commity wh it com to . How my o th

otpot yo miti wi dpd o wht yo commiti d. I

you have a sizable Spanish-speaking community, for example, you may

d ddictd spih- Twitt hd o podi to

twt i tht .



17


…ad d’t gt ut seo

Wh impmti oci mdi pom co io, compi my

d p pwi dditio -hotd wb popti, ik bo d

om, pt o thi ppoch.

To y ctivt th ch / oci itctio, bd hod b cocio o

impmti ittio seO bt pctic with y oci t dvopd.

som bic itm to oow, icd:

Domain hosting location

Wb popti pom tot i oic ch wh thy

phyicy hotd t octio withi th coty ttd.

Inbound link prole

Wh codcti ik cqiitio to pomot th it, yo oiciti

ik om oth wbit vt to both yo octio d idty.

Languages used on the site

l d o th wb it d i th it’ mt iomtio hp i to

the search engines that content is appropriate for a regional-specic audience.

Location address information

I chi cti octio i ch i i did, icdi th oc

dd pt o th it tmpt my hp th ch i dtd

relevance to a specic area.

Webmaster tools settings

I it i’t i coty cod TlD (Top lv Domi) ch .k d i

i mo ic .com TlD, t th ophic ttd i goo d Bi

webmaster tools to inform the engines the site is relevant to a specic region.

Allocate marketing resources

ech w domi o b-domi i bd w wbit i th y o th

search engines, and so will require its own focused marketing eort. Multiple

domains split link authority, so weigh the benets of creating more sites

cy it wi tk tim to bid p oic ch momtm with ch

new site. Generally, if you are not condent you can not put long-term eort

ito cti cott d pomoti w it, do’t ct it.



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ctt leWis

ut u dgt

tt t

t

Dv tt tt mt yu ud’ d

By ow yo kow wh yo commiti d wht thy’ ittd

i. Yo hv wy to it to thm d commict with thm. Yo hv

oid yo ch d pioitid yo oc ccodiy. now

yo d to ct cott tht wi ppot yo ob d.

Yo cott tty d to i to yo ch tty. Tht m

your global hub needs to oer content that is relevant to your global audience:

thoht-dhip pic, hih-v dctio id, copot w,

iomtio bot oby-vib podct. Cotibto o tht cott

need to demonstrate a global view. It may even be benecial to include

t cott om pttiv od th wod.

For example, F-Secure is a global security company, headquartered in Helsinkifid. It eih- bo th hb o it oci mdi tty,

which i ppopit choic iv th tchic t o it cott.

Vido i d qty to itt cocpt to ob bcib b.



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scod ti it hod obvioy oc o th commity thy

itdd to v. edctio ‘how to’ id, c tdi, t pot

o vido itviw ti tht oth d wi idtiy with –

o th cott chtyp wi wok w. B to po d d tdy

analytics to see what’s resonating and rene your content accordingly.

Citrix, for example, created a local blog site to serve the needs of its Dutch-

pki commity. Th it icd d om th eih-pki

copot bo, oid oc mkt cott, icdi t pot om

Dutch industry inuencers.

I om itc, yo commiti my ot b ophicy

did. Thy my itd b did by pci itt . leWIs

P wokd with saP to ct oci dtitio it to v

commity o poio ocd o bi itic d

poti. Th rpotpoo it icdd poi, cott d tip.

Bc o th hihy ttd cott, oc mkt dic w

vt.



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Thid ti ch y ctiv, yt tht do’t m thy hod’t

hv cott. Mch o th cott wi b pot wi qtio om

th commity.

With y Twitt pom, yo’ d to povid mo dtid cott

th i poib i 140 chct. Thi i ood oppotity to th

dic to yo hb it o, i cy, to vt cod ti it.

I , th o cott ctio o ob bd :

• Always bear in mind that your audience is global and be careful of

cott tht i ivt o ippopit to cti mkt.

• Don’t rely on Google Translate to create local language content. Always

poio ttio vic d hv omo who i tiv

pk chck it.

• Use images wherever possible – pictures and graphics are much easier

to dit o ittio dic.

• Relevance is critical. Every individual your organization engages with needs

to how th covtio i vt to thm. fo ittio pom,

mk yo iomd bot th hot topic d itiv i i ch

of your target markets. Make sure you have relevant local examples to oer.

egg t v

Thi wh ittio oci mdi cmpi bcom h t

for your brand. Identify the right inuencers in each of your target markets

and put eort behind engaging with them. If you reach out to the most

impott d vt bo i yo pc with vt iomtio,

iv thm cc to oc d (ity) pk thi , yo wibe so much more eective than the hundreds of companies that blast their

‘tt’ with th m copot mti. O co, it i t tht

number of the most inuential blogs are English-speaking and interest-

oitd th th ophicy-ocd. Tht id, it i hm t

that a blogger in the UK, for example, will respond more positively to UK-

ocd iomtio, v i hi dhip i ittio, o it’ woth

vi tht i yo otch.



21


Mgg u

Whtv it v o commitmt to oci mdi, vy bd h

poibiity to moito o potti i d ct o thm wh

cy.

O co, tht’ i id th do. ei, w dicd how to t

p ob moitoi thoh combitio o tomtd moitoitoo, ch qi d m poc. I yo hv th oc,

yo wi hv t t o po i ch timo poib o iti

d b to pod i dd. I mjo i tt to bbb p, it

impy i’t ood oh to wit v ho bo cti. By th,

th covtio my hv thd o mch momtm tht i t’ mo

ik o.

For example, SAP’s biggest event of the year is SAPPHIRE NOW. In 2010,

th coc w hppi i two octio imtoy – O-

do, foid d fkt, gmy. Th vt’ Twitt d w miy

i eih, bt th leWIs P tm hd p i pc to ppot y

gm- twt tht w civd vi @py. a it saP

tm mmb w ditd to moito pciicy o th twt i

th ppopit tim o, d py i gm.

ev i yo hv oc octd to moitoi i ch io, yo

will need a clear escalation process for major issues. On the next page

i mp poc o mti-tio bd.



22




23


immt g md y

Th mo ditibtd yo oitio, th hd it wi b to oc

idi od ppopit o oci mdi. a ob oci mdi

poicy i impott. so wht th ky compot o poicy?

• Introduce your main social channels and say what they are for. The

poicy i ood oppotity to vyo dtd how thoitio oci mdi d to co pop to oow th

compy’ pdt o oci ch.

• Introduce the people responsible for social media in your company.

They may hail from the PR, marketing, customer experience teams –

o combitio o thm – bt mk vyo i th compy

kow who thy d how to ch thm.

• Establish ground rules for social media marketing. This is where you

highlight who can and cannot create a social media channel or prole

on behalf of the company. For example, you may decide that local

mkti dptmt my ct Twitt hd to v thi

oc d pt o th th-tid tct dcibd bov.

ly ot wht i pmiib, who d to iv ppov, how ch

ch mt b bdd, d wht typ o cott c d cot

b hd.

• Establish acceptable individual use guidelines. A social media

poicy d to icd o o oci mdi t wok, wht

my o my ot b id bot th compy i mpoy’ ow

oci twok, d wht th coqc o bchi th

poicy.

• Clarify the crisis procedure. Dene what constitutes an issue and

dcib th ctio poc. I ppicb, icd idi o

po tht my b iv ocy. fo mo io i, b

to povid bck-p cotct d dti o how d wh to cotct

tho idivid.

ctt leWis

wt g

md

Whi Th Gl b l S i l M di Ch ll



24


• Be sure to have your policy reviewed by the legal department for any

toy, compic, o copot qimt.

• It’s always a good idea to end the policy by providing a way for markets

to put forward suggestions. Your sta are your eyes, ears, arms and

i ob cmpi d thi ctiv pticiptio, wh popy

md, c hc it cc.

Measure, iterate, rene

M ob oci mdi pom i th m wy yo m y

social media campaign. Be sure to establish outcomes that reect your

business goals, then Key Performance Indicators to show progress toward

tho otcom.

Yo mot impott o wi oc o yo hb ch. I tht’ yo

company blog, for example, showing continued growth in subscribers and

ik wi b ky. I yo oc poit i wb it d towd d

tio, th mb o covio o tht it wi b yo top mtic.

B to viw Wb ytic d ptom ytic o ch o yochannels. They can be helpful for rening tactics. But bear in mind that

yo’ woki towd chivi yo ky otcom d o th mot

impott thi to tbih i whth yo ch cotibti to

tht otcom.

B c bot compi mtic co mkt. soci mdi

doptio vi ty d it’ vy hd to i t ik-o-ik

compio wh oci o qtittiv mtic. Itd, oc o

qittiv mtic: Wht i th ov to o covtio? Which

m i th mot tctio? Wht i th v o mt i

popotio to th commity i i ch mkt?




25


EXAMPLE OF A GLOBAL CAMPAIGN DASHBOARD

EVALUATION TOOL, BASED ON THE LEWIS LSCORE

Ask LEWIS

about its LSCORE

Evaluation tool



cuss





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g dt gt t wt t utm ud t wd wt. Wtut

ty g uvy d u gu, gt w v u

vt tt d d t tkd d quky.

but, md tt g mktg quky t .

It’s common for large brands to have dozens of social proles – many of which

they aren’t even aware – as departments and individuals set them up on theirw ttv. i ttg ttgy g y, md

vd -- d m yg t v

. bd d t tv ut t d mg t ttgy,

without stiing innovation or ignoring local needs and nuances.

T wy t t g d wt md.

• Listen carefully

• Organize channels thoughtfully

• Create relevant content

• Allocate resources to engaging with local inuencers and communities

• Measure appropriately and rene based on data

by wg t mu, g d uu .

ctt u

Websites: www.wip.com

www.wip.com

Blog: http://bo.wip.com

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fo dditio oc o mo iomtio bot o vic, p

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