The ever changing landscape of social media has made it no small feat to satisfy the needs of a diverse market. Yet, rather than cower at the vast sea of voices coming through the social media channels, some marketers have learned how to effectively harness these networks to truly listen to their customers voice and develop creative ways to speak to the masses as individuals.
According to Sasha Strauss, managing director and chief strategist at Innovation Protocol, a Los Angeles based brand strategy company, the age old tendency to aggregate consumer groups by demographic is not only unfair, but these categories are subdividing faster than we can keep up. Many of the old tactics employed by marketers in the past just do not work anymore under the current paradigm.
For instance, the notion that you can just swap out images in a campaign to make it appropriate for different countries around the globe no longer applies carte blanche. Plus, simply translating marketing messages without a clear indication of who you are taking to and what their expectations are does not work either. The present truth is that you are dealing with different demographics for each audience and they will expect different things as buyers.
Despite the similarities that tend to group people into a specific demographic, the fact that consumers have consistent access to all information put out through social media allows them to move back and forth between categories more easily. You can’t just assume that all women over 40 in Spain think and operate the same way that women over 40 do in the U.S.
According to Strauss, here are five things to consider when creating your global social media strategy:
1. If you have a social media presence you have already sent an invitation to hold a global conversation.
2. You cannot afford to get complacent. The difference between the old paradigm and the new is that information is moving fast, without keeping your finger on the daily pulse much can be missed by way of information that can help guide your efforts.
3. Ask yourself, what is culturally relevant now? And do the research to back it up.
4. Listen to your network! Companies and agencies have an obligation to ask their customers for guidance and when they respond, take the time to really listen.
5. Social media not only makes your local networks global, but it also brings the global network to you. You can effectively use these channels to mitigate cultural or linguistic faux pas by tapping into them by way of a casual reality check. (Innovation Protocol often uses their social media networks to conduct small virtual focus groups – held in a secure environment – across countries, cultures, race, gender, etc. in order to get feedback and sense-check their brand strategy).
Read more about this topic at Chief Marketer and find out how to start getting more strategic with global social media.
