ToWebOrNotToWeb - International Social Media Guide 2017

9 steps for
International
Social Media Success
A start guide by
ToWebOrNotToWeb

International Multichannel: visit www.ToWebOrNotToWeb.com to see our services
GOING GLOBAL IS
GOING LOCAL
Scale business faster
Interact with larger and global audiences
Build B2B/B2C brand and increase brand awareness abroad
Strengthen relationships with foreign customers and influencers
Generate sales in new markets
Be different from and do better than competitors
Going global means going local in many countries at the
same time. Multi-country social media activity will help:
Active use of social media will make your business popular!

Tip #1
Social media are
not global!
To become popular
worldwide, you need to
know the specifics of
each market you’re
targeting: make your
business part of it.
International Multichannel: visit
www.ToWebOrNotToWeb.com to see our services

SOCIAL NETWORKS:
THE HOTTEST MEDIA
They’re free!
They’re used globally
They’re human: you can talk on a 1-to-1 basis
They’re trackable and instantly measurable
Social networks have been the hottest marketing
channel for more than a decade. Why?
Being popular in many countries will add value to your company!

Tip #2
Social media are
among the most
powerful
marketing tools
as long as
they’re used
correctly.

SOCIAL NETWORKS:
THE HOTTEST MEDIA
Brands think it’s enough to be on Facebook
The focus is on their domestic market, not global audiences
Most marketers think English is ok for international social media
Many companies join all social networks without considering the
resources needed to manage them or where customers are
Marketers 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 #3
The goal isn’t to be good
at social media. It’s to be
good at business because
of social media.
To achieve that, the first
thing to do is to define a
clear social media
strategy.

GLOBAL SOCIAL
MEDIA 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 these
platforms?
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 #4
The answers to these
questions depend on:
Your global organization
Your global brand strategy
The nature of your business
Your sector
Your resources
Market features

GLOBAL SOCIAL
MEDIA STRATEGY
1/ Benchmark your competitors
2/ Understand your new customers and audiences
3/ Set your goals and keywords
4/ Select the social networks (channels) and the languages for each
5/ Define and manage the content strategy for your target audience
6/ Localize your social networks in each country
7/ Link your website and blog with your international social networks
8/ Keep your social media activity as frequent as needed in each channel
9/ Measure, adjust and check the trends in all your social networks
Now that you have the answers, you can set your social media
strategy for each one. The 9 steps we recommend you follow are:

Tip #5
To maximize your global
performance, you have to
understand how the social
media are used in each
target market: if your
international business
grows, your social media
activity will have to
support it consistently.

RELEVANT CONTENT FOR
RELEVANT PLATFORMS
Localize your content; don’t simply translate it
Use one language per channel, unless multilingual content is what your sector uses
Communicate about topics relevant to your target audience
Create interactions between multiple channels
To increase engagement with your audience, your content
must be relevant to them and to the platform they use
Facebook, LinkedIn, Twitter, YouTube, QZone, Vkontakte, Baidu, Mixi, ...
Once you’ve chosen the ones used by your target audience, you must align
your content strategy with your channel strategy.
The content-creation best practices to keep in mind are:

Tip #6
Avoid ‘lost in Google
translation’: get help from
someone fluent in the
target language or use
translation services.
Social media are not
like TV ‘one-to-all’ ads:
instead they're like
telephone ‘one-to-one’
conversations.
Language is key.

CHECKLIST
Research 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

ToWebOrNotToWeb
Export &
Multichannel
Strategies
Social Media &
Inbound Marketing
for Export
International
E-commerce &
Websites
www.ToWebOrNotToWeb.com
contact@towebornottoweb.com

ToWebOrNotToWeb - International Social Media Guide 2017

Recommandé

Recommandé

Contenu connexe

Dernier

Dernier (20)

En vedette

En vedette (20)

ToWebOrNotToWeb - International Social Media Guide 2017