When reviewing 2014 it seems clear that localization has been a bigger challenge than first anticipated by many. Some global brands can now proudly state that they are able to have a global strategic direction alongside with a flexible structure to adapt to a local context – the majority however are still lacking behind.
Social is Local
An increasing number of agencies are now offering global Social Media services to their clients to help them succeed, e.g. managing multiple Facebook communities across several markets for global brands. But having multilingual employees in your office does not solve this task in the most optimal way. Managing a community is not just about getting the language right: It’s about capturing that unique local feeling, culture and context, which only a native Community Manager positioned in the local market is able to do.
Local Community Managers live and breathe amongst the consumers we all try to reach. They have the opportunity to observe the spirit of the people everyday through personal impressions in real life, Social Media, news and other media – all essential when managing a community on a local level. Moreover, having a Community Manager present in the specific market not only enhances your chances of building a closer relationships with potential consumers. It also secures that your online communication strategy is aligned with the way your brand/product is actually perceived in the local market. Being a global brand wanting to practice local Community Management is easier said than done. Lots of efforts are needed and the challenge to operate globally with several local content hubs may still seem unmanageable to many.
Read more about the importance of local social media management.
So what’s going to be the buzzwords this year? We all have some pretty good guesses but hopefully 2015 will be the year for brands to excel, and our biggest advise is to do smarter and don’t move on to the next before your Glocal Social Media strategy and setup outperform your competitors’.
All that said here are five trends to keep an eye on in 2015:
- Content distribution strategy – maybe you produce world-class content, but 2015 is the year to think about reach.
- Vlogging – this is becoming an increasingly common advertising channel, but we have only seen the beginning of it.
- Social Shopping – 2015 will probably make you consider adding social “buy buttons”.
- Native Advertising – native is tricky to execute, but traditional digital advertising has become wallpaper, and advertisers seem ready to rethink and reallocate display budgets.
- Wearables – some had this on their 2014 trend list but 2015 finally looks to be the year that wearables – especially smartwatches – really takeoff.