Our Business Director from our London office, Elana Kenton shares some of her thoughts on her first 6 months as a Mindjumper and what really matters when driving valuable conversations across various markets and local target audiences.
6 months ago I packed up my freelancer life and joined a team of 3 to build Mindjumpers’ new London office. The decision had a lot to do with their unique approach to ensuring social content has maximum relevance for global brand audiences across the world.
Local Social Media Managers
While many brands utilise multiple local agencies, or a single agency to plan and produce social content in-house (perhaps using social listening tools, local offices, or multi-lingual and multi-cultural employees to inform cultural nuances and direction), Mindjumpers work with local market experts (Local Social Media Managers, or LSMM’s) in each country to develop relevant, contextual and reactive content for each market. This approach ensures all comms are appropriately aligned across markets, while providing a single point of contact for the brand – the Mindjumpers account team – or, as one client calls it – ‘relax, we’ve got it’.
Since joining, I’ve worked with a West African English LSMM in Nigeria, two in India (one Tamil, one Hindi), and a local social expert in Istanbul. It’s not only made me aware of local context, but also the diversities in political, environmental, religious and cultural tastes and behaviour between different ethnic groups in each market.
While many companies invest a lot in targeting the right audience, the content is not always relevant. Take a recent example where a client’s global team requested an image (a model in a provocative pose) from a recent event be shared with their Scandinavian audience. Social insights had shown the event as a popular and engaging conversation driver for the brand’s audience across multiple markets – a great case for leveraging engagement across further territories. But would it be appropriate for each market?
National Cultural Differences
We conferred with our LSMM’s and got the thumbs up from most, however the insights that came from our Swedish Manager revealed that posting the asset within the Swedish market could trigger a sensitive political debate, and as a consequence put the brand in the middle of it. So while the asset was culturally accepted and popular with the US, Norwegian, Danish and Finnish target audience, we needed to consider how we engaged Swedish fans with the event, while also being prepared for any political conversation to happen as a result.
Where brands and agencies have access to insights, data and cultural knowledge about their audience and the subjects they want to talk about, only a local who is living in the market will understand the situation on the ground – not just what’s happening on social media but also the word on the street, the local news and events as they happen.
Creating Maximum Relevance Efficiently
It’s not always realistic for a brand or agency to spend hours researching every topic and conversation for multiple audience groups across the world on a daily basis. Mindjumpers LSMMs provide access to local market insights quickly and efficiently ensuring brand content has maximum relevance. Moreover, they are able to copywrite, translate, listen and respond within the market – disciplines traditionally split between central teams, translation agencies and analysts based in different locations. Mindjumpers local approach, combined with social listening, customer data, social measurement and paid targeting can make the difference for brands reaching and engaging new customers across the world.
The Mindjumpers network has been activated in over 25 countries to-date, from Australia and New Zealand to India, Japan, Russia, Brazil and across Scandinavia, Europe and North America. Our specialism lies in creating localised static and motion content for global brands such as L’oréal, Carlsberg Group, Bang and Olufsen and Lebara.
6 months on from joining Mindjumpers London office, we are now a very multi cultural team of 13, supported by 45 at our HQ in Copenhagen.
If you’d like to learn more about what we do, pop me an email at firstname.lastname@example.org.