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




   VISIT OUR WEBSITE                   CONTACT US

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How to set up a Global Strategy on Social Media?

  • 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. VISIT OUR WEBSITE CONTACT US