Global Vs Localized Social Media Marketing – #RubhuSocial Chat Recap

Almost any business would start serving local first and then going global. So, now while taking things to global how should the social media marketing plans and efforts be. And while going global should they go with one social media presence or multiple localized accounts. This has been the topic of discussion in our #RubhuSocial chat last Tuesday. Here it is, what the community thinks and recommends.

For the complete recap, check out our storify.

#RubhuSocial chat happens on every Tuesday at 3 pm IST (India time) which is 9:30 am GMT. Join us to discuss, share and learn interesting marketing concepts.

Q1. How do you define global presence and localized presence for a brand on social media?

A1 It's best defined by "intended reach".Local mrktng has different considerations than global mrktng & must be tackled as such #rubhusocial

— ShereeseM, MS/MBA (@ShereesePubHlth) November 29, 2016

A1 Global or local presence for a #Brand depends on its products/services portfolio & consumer preferences. #RubhuSocial https://t.co/Qyc6TWSfOR

— Varun Kumar (@varunkr842) November 29, 2016

Pretty much all our content online is global now. But make sure there's local relevance when it matters. #RubhuSocial

— Christoph Trappe (@CTrappe) November 29, 2016

A1 – have the presence that's relevant to your product or service, then use your time effectively – never make it either or #RubhuSocial https://t.co/PPiMNttWAk

— mark longbottom (@marklongbottom_) November 29, 2016

@akathmadevi A1 have the presence that's relevant to ur audience, make it more local to every TG anywhere n the globe #RubhuSocial

— Yaagneshwaran Ganesh (@Yaagneshwaran) November 29, 2016

A1. Can we define it as when you have to target global audience or International markets, then it is global presence. #RubhuSocial

— akathma devi (@akathmadevi) November 29, 2016

@RubhuSocial A1. By going into audience metrics & content we can get a fair idea! #RubhuSocial @akathmadevi

— Falguni Vasavada-Oza (@falgunivasavada) November 29, 2016

Q2. What do you prefer for a global brand – one global social media presence or multiple localized accounts?

A2.Would ldepend on scale of business & TG.Personal preference would be multiple accounts for localized targeting.#RubhuSocial @RubhuSocial https://t.co/YoQ4v82qV4

— Rakshit Behel (@TheEpiphanist) November 29, 2016

A2: case of language or regional differences impacting business strategy, there is a need to make localized social media pages #rubhusocial

— Aditya Marella ?? (@iAdvertite) November 29, 2016

A2. I prefer one global account with multiple responding platform. Localizing is another big part for brands. #rubhusocial

— Rishi Gautam (@rishijubliant) November 29, 2016

@RubhuSocial https://t.co/5jhtRDPQul acc is a must but in order 2 b relevant to local audience/issues u need region sp accs! #RubhuSocial

— Falguni Vasavada-Oza (@falgunivasavada) November 29, 2016

A2 again make it relevant to who you are talking to some it will be ONE some it will be MANY always understand the market first #RubhuSocial https://t.co/CnNDAF2Fqq

— mark longbottom (@marklongbottom_) November 29, 2016

A2 For long term & effective result better multiple localized accounts which easy to handle with local audience perceptions #RubhuSocial https://t.co/ClS42aw1mA

— virag shah (@viragshah4) November 29, 2016

@RubhuSocial A2: Thr must be global SoMe presence but to reach every local u need to have localised accounts. both r necessary#RubhuSocial

— AMITABH SONGARA (@iamsongara) November 29, 2016

Q3. Any examples of global brands having localized social media presence?

A3: Most of the apparel and food industry has localized accounts for better media communication. #rubhusocial

— Heena Nichani (@heenanichani) November 29, 2016

A3 @CocaCola is a fave that can't be overlooked #rubhusocial pic.twitter.com/nat3IdTf5b

— ShereeseM, MS/MBA (@ShereesePubHlth) November 29, 2016

A3. Brands like @Vodafone @amazonIN @oneplus_IN are redefining localized media presence. #rubhusocial

— Rishi Gautam (@rishijubliant) November 29, 2016

@RubhuSocial @akathmadevi Ofcourse @amazonIN and @espn are my personal fav. Look at how @espn handles cricket in India #rubhusocial

— Yaagneshwaran Ganesh (@Yaagneshwaran) November 29, 2016

A3 Amazon has separate a/c in India & few other imp. markets. This also holds for most of the consumer brands eg Smasung, LG #RubhuSocial https://t.co/PJAhKRtHcD

— Varun Kumar (@varunkr842) November 29, 2016

A3b #Twitter itself has India presence as @TwitterIndia, All the automative & telecom brands #RubhuSocial

— Varun Kumar (@varunkr842) November 29, 2016

A2 You should have one global presence w/ smaller localized campaigns. @Starbucks is a great example of this #rubhusocial

— ShereeseM, MS/MBA (@ShereesePubHlth) November 29, 2016

Lockheed Martin (read F-16 jets) opened India specific FB page, just to secure the deal for fighter jets, purely depends on biz #RubhuSocial https://t.co/lxVceiH2ND

— Varun Kumar (@varunkr842) November 29, 2016

@varunkr842 local accounts any day! My preferred @McDonalds wud be in India, customized to my regional pref n taste #rubhusocial

— Yaagneshwaran Ganesh (@Yaagneshwaran) November 29, 2016

@RubhuSocial A3. @Uber & @Uber_India plus @emirates & @EmiratesIDUAE #RubhuSocial

— Falguni Vasavada-Oza (@falgunivasavada) November 29, 2016

Q4. One global presence or multiple localized accounts? Pros and cons (at least share one pro and con each)

@RubhuSocial 4: P1: One global presence pros will be single account. Cons: Dealing w/ multiple cultures is a LOT of work. #RubhuSocial

— Mehul (@mehulgohil) November 29, 2016

@RubhuSocial 4 P2: Multiple accounts Pros: Well tuned as per cultures. Cons: None I can think of. #RubhuSocial

— Mehul (@mehulgohil) November 29, 2016

A4 Both to complement.

Pros: To tap local local culture & beliefs, excellent #custserv

Cons: hard to maintain brand voice#RubhuSocial https://t.co/wc8YywWDJL

— Varun Kumar (@varunkr842) November 29, 2016

A4. Multiple Local accounts: Pro: More localized, easy to reach and target Con: Expensive Management requires local involvement #rubhusocial

— Rishi Gautam (@rishijubliant) November 29, 2016

A4b. Global: Pro: One account for every contact, gives more centric approach. Con: High chances of missing things and events #rubhusocial

— Rishi Gautam (@rishijubliant) November 29, 2016

@RubhuSocial A4: one global presence
P: less work as a single account.
C: May not be able to create impact on local regions.#RubhuSocial

— AMITABH SONGARA (@iamsongara) November 29, 2016

@RubhuSocial A4b: multiple localised accounts
P: More localised presence, more brand awareness
C: hard to handle multiple acc.#RubhuSocial

— AMITABH SONGARA (@iamsongara) November 29, 2016

A4 Multiple local accounts: Con- very time consuming as targeted segmentation requires precision #rubhusocial

— ShereeseM, MS/MBA (@ShereesePubHlth) November 29, 2016

Q5. What are the elements that help you choose one global social media presence or multiple localized accounts?

A5. Audience and Interaction. They are one of the most integral elements. Also, quantity and quality. #rubhusocial

— Rishi Gautam (@rishijubliant) November 29, 2016

A5 It purely depends on ur product/services & TA. Your English website is of no use in Jaapan, China, Brazil, Venezula & so on #RubhuSocial https://t.co/vOVJGSRHfc

— Varun Kumar (@varunkr842) November 29, 2016

@RubhuSocial A5 Firstly need to study norms/policy/rules which accepted by local govt & audience #RubhuSocial

— virag shah (@viragshah4) November 29, 2016

@RubhuSocial @akathmadevi The number one differentiator for me is #CX be it web or #social or at any touchpoint #rubhusocial

— Yaagneshwaran Ganesh (@Yaagneshwaran) November 29, 2016

A5 your research, take time doing this and utilise all your knowledge #RubhuSocial https://t.co/N9D073isL5

— mark longbottom (@marklongbottom_) November 29, 2016

Q6. What other significant steps a brand should take while going local to go global on social media marketing?

A6 Have a plan to meet the varied needs of people speaking different languages and who are spread across multiple time zones. #rubhusocial

— ShereeseM, MS/MBA (@ShereesePubHlth) November 29, 2016

A6b. Keep aligning yourself as as per their needs. From time zone to cultures to festivals. Everything. #rubhusocial

— Rishi Gautam (@rishijubliant) November 29, 2016

6: Be nice as much as you can. And stay genuine & relevant. Also:LISTEN & adapt. #RubhuSocial https://t.co/BljPOMbc9K

— Mehul (@mehulgohil) November 29, 2016

A6 Maintaing a Global voice w/ taking care of all local cultural beliefs in Mind. You can't do opposite things, connected world #RubhuSocial https://t.co/7R7pNiMFtM

— Varun Kumar (@varunkr842) November 29, 2016

A6 Ensure you have a good proof-reading service for local campaigns of different cultures. Bad translations=mktg failures #rubhusocial pic.twitter.com/yGK4jCS632

— ShereeseM, MS/MBA (@ShereesePubHlth) November 29, 2016

Local account needs to be tackled by local staff, otherwise it will serve no value as it will be cultural disconnect #RubhuSocial https://t.co/NLiznVjRqz

— Varun Kumar (@varunkr842) November 29, 2016

A6 Encourage customer feedback. Some initial mis-steps are unavoidable but can be corrected w/ customer input #rubhusocial

— ShereeseM, MS/MBA (@ShereesePubHlth) November 29, 2016

Q7. Finally, to whom is your vote? Your reason? #RubhuSocial #Poll #TwitterPoll

— Rubhu Social (@RubhuSocial) November 29, 2016

For the complete recap here is the storify

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