Facebook Is Global, But Social Is Local

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Context influences the way people understand expressions. The challenge for global brands is to create stories across countries without being lost in translation, wasting impressions or inhibiting local engagement.

How is it possible to put content in the right context if you’re communicating with hundreds of thousands, or even millions of people located in different countries with several different cultures and local trends influencing how they perceive a piece of content?

 

A challenge for international brands

For international brands and companies, it is a challenge to control and maintain product perception worldwide. There is a wish to convey a global identity across markets and at the same time have the possibility to do marketing initiatives on a local level. Facebook’s structure of Global Pages enables you to do globally controlled local activation. Further, this still requires that brands know how to adapt to the different local cultures, how to master the local languages and being able to track local trends.

 

How to put content into local context

A solution to this challenge can be to implement a Glocal strategy — locally adapting a universally embraced core idea that will resonate in any market anywhere in the world.

If you can form your content to a local context, you can create relevance – and relevance means interest. To do this, we believe that only Community Managers who grew up and are still based in a certain country can create content with true authenticity and with the right context. To take language, culture and real-time trends into consideration, are tasks a Community Manager located outside the markets isn’t able to execute.

Local Community Managers can monitor across social media channels for user-generated content with high relevance to amplify through the local brand channel. This content works as peer-to-peer recommendations on a local level, which are even more relevant and scalable to the given local community. Click here to see how local community management creates value for Ben & Jerry’s.

 

Assure a universal brand strategy

Concentrating social media strategies and guidelines to one common hub where the local markets gather and find support, can secure an aligned global communication and enable best practice across local markets. Try to create a hub where you can share knowledge, best practice cases and processes such as editorial planning helping local managers follow the global social media marketing plan. A central hub is also a cost efficient way to use your recourses.

 

Develop a universal editorial strength

Garinois-Melenikiotou, CMO of Estée Lauder, suggests in the article for Harvard Business Review, that by 2020, “global brands and agencies will reorganize themselves — with speed, agility, and editorial spirit — to create stories that will travel across countries without being lost in translation.”. I would like to say; we already now need to develop this skill and being able to offer consumers more value and to optimize brand content based on local culture and trends. Things are moving fast. You have to grab attention and be able to create that certain bond that makes people feel part of your brand community – on a global and local level.

 

Mindjumpers Network

Mindjumpers Network is our way of working with local market activation for global brands. We enable agencies and international brands to do local social media management in a quality assured and cost efficient way across markets and countries through native Local Community Managers situated in the specific markets. If interested in more information about the network, you’re always welcome to contact us.

 

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!