When it comes to traditional media, brands know the value of doing local promotion. But when it comes to marketing activities on Facebook, brands still focus on global content and don’t see the importance of local activation. However, social is local: If fans can see the connection between their life situation and your brand, their motivation to show interest and engagement will increase drastically. Context influences the way people understand expressions, which differs from market to market due to cultural differences – almost 60 percent of consumers have ceased engagement because of poorly targeted communications.
Localization – the trend of 2013
Localization is pointed out to be one of the big trends in 2013. The recent emergence of Facebook’s “Nearby” feature and the new structure of Global Pages, prove that Facebook tries to make more brands consider adapting their social media strategies’ focus from a global to a local markets perspective. The possibilities of Global Pages, to create one global brand identity at one single page with customized local targeting, put one central point in focus: the value of local community management. For international brands and companies, tactics should include leveraging local community management in order to engage local markets with authenticity to create business revenue.
We have put together an infographic based on statistics that point out 9 reasons why brands should activate fans locally to create conversations in the most optimal and authentic way. Conversations that will help build a stronger brand globally.