4 Tips for Successfully Managing Global Social Media Channels

4 Tips for Successfully Managing Global Social Media Channels

4 Tips for Successfully Managing Global Social Media Channels


Social media is omnipresent. More than 2 billion people use social media to connect with friends, network, build their careers, and more. If you’re ready to take your business overseas, social media is a great place to start. But it’s important to note that social media marketing tactics you use in your home country may not be as effective in other countries.

Social marketing at an international level is becoming increasingly common. Between 70 and 80 percent of social media users are outside of North America, showing that it’s an extremely lucrative place for social marketing. Thanks to the internet and many other technologies, the globalization of our economy is becoming more wide spread, and for that reason, it’s important to closely examine your local marketing strategy and determine whether or not it’s time to go local.

Local and international social media marketing are largely the same in theory, but with a few key things you’ll need to take into consideration. If you’re interested in moving to the international level with your social marketing, here are a few things to consider.

1. Enable Effective Translations
Translations on the web are often muddled at best. For one thing, automated translators, such as Google Translate and Facebook’s translator often give a direct translation instead of translating your meaning, which can be extremely confusing for global customers.

There is also a certain problem with the lingo that can affect the translation. For example, both Americans and British speak English, but many American slang words and phrases can come off confusing or even offensive to the British, and vice versa.

To get around the language barrier on your social media posts, check the translation before you post it and make edits to your original post so that it translates more clearly. If you are only marketing to one or two different countries, you might also consider hiring a translator to directly translate each individual post.

2. Use the Right Platforms for Your Business
Relying on the right platforms for your business is huge in the international market. It’s pretty common knowledge that the Chinese government blocks access to several social media sites, including Facebook, Twitter, and Google. Finding your way to a lesser-known social site, such as WeChat, or Weibo, can help you to reach this specific audience.

You’ll also want to market your business on social sites that are conducive for marketing your products and services. If you’re looking to market real estate in Mumbai, for example, Facebook is probably your best option because it’s widely used in that area and is most conducive for posting multi-media content.

3. Avoid Offensive Cultural Gaffes
The news is often plastered with stories of how large corporations, celebrities, and big business tycoons have said something hugely offensive to other cultures, whether or not they realized it. It’s easier to make an offensive comment than most realize, and the best way to avoid it is to be freshly updated on the culture of your target audience. Be careful with humor and avoid broaching sensitive subjects, such as discussing political leadership or religious leaders.

4. Time It Just Right
Timing has more pull in the effectiveness of your advertisements and content than you might think, and catering to different time zones can be quite a challenge. The message you send out at 6 p.m. on Tuesday nights may be ideal for people in the United States, but it won’t reach those in Britain until one in the morning. Your posts may be top notch, but if they reach people in the middle of the night, they’re much less likely to be read. Time your messages so that they will reach your audience properly, even if that means sending out multiple posts for multiple time zones.

Creating and sending an appropriate message to your target audience over social media is an excellent way to reach even more customers. If you haven’t yet reached out to your global audience, social media marketing could be the perfect opportunity for your business.

Social Media Week


QOTD: Are You Managing Your Event Check-In Process the Best You Could Be?



Author: Chelsea Serrano

This summer, I attended Marketo’s Seattle Block Party. For those of you who missed it, sorry but you missed a good one! We packed the Elysian Bar on 2nd Avenue with over 100 people. The interior, brick walls and soft lighting, created a warm ambiance perfect for networking with B2B and consumer marketers and some of our awesome partners—LinkedIn, Bizible, and PFL (Print For Less).

To kick-off the event, I put on my marketing hat and helped at the check-in booth where I saw first-hand the power and usefulness of using an event check-in app. Some of you may be wondering, event check-in app?—What’s that? Well, let me tell you! As an Account Executive at Marketo, I have conversations with marketers every week, and one of the most common pain points is not being able to automate event support.

Cue marketing automation! Marketing automation software empowers marketers by creating workflows to automate marketing programs, campaigns, and processes, including event management and promotion and post-event follow-up with targeted messaging that takes their persona and event attendance into account. Without marketing automation and a handy check-in app, marketers have to succumb to manual list exports and imports. Not only is this process time consuming and tedious, but it allows for human error and follow-up that can occur weeks later versus the next day or even that night. Many marketers I speak with wear multiple hats, so once the event has concluded, the focus shifts to the next priority or event. Importing a list and sending a post-event follow-up email can easily be overlooked. But an event check-in app powered by marketing automation eliminates the problem!

When searching for a marketing automation tool, make sure to hone in on event support. Whether you are running an event every few months or managing an entire event season like Marketo’s Marketing Nation Roadshow, it will save you time and provide a smoother, organized experience for your customers and prospects during and after the event. You will love it; they will love it.

Event Check-In Process

So, how exactly does it work? Let’s take a look:



As people arrive to your in-person event, grab your iPad, open up your check-in app, and get ready to work it! Searching for their name on the left hand-side will pull up their record, which you can append with more info or just press the “Check-in” button. Voilà! Now in only 30 seconds you have checked in your guest and they are on their way to enjoying the event (bruschetta and olives, anyone?).


What if someone shows up but has not pre-registered? No problem. The button on the bottom left will allow them to fill out a quick form and register right there on the spot (cheers to that!).

Marketing Automation for the Win

Back in your marketing automation system, you can automatically:

  • Trigger one of two follow-up emails: “Thanks so much for attending, we’re glad you made it!” or “We’re sorry we missed you, however you may enjoy one of our other upcoming events! Here they are…”
  • Increase an attendee’s lead score: (+5 for event registration, +15 for event attendance)
  • Send an alert to sales and create a task in your CRM: Conversion rates suffer dramatically the longer it takes for follow-up, so make sure your sales team is alerted in real-time so that they can get the ball rollin’ as soon as possible!
  • Attribute success back to your marketing program: Multi-touch attribution will give revenue credit to this event, which is critical when you consider the high cost of events. In order to justify coming back to Seattle next year, we need to calculate the return-on-investment. Ask your marketing automation provider how they can help you with multi-touch revenue attribution.

So, what do you consider to be an event must-have? I’d love to hear about it! Please share in the comments below.

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QOTD: Are You Managing Your Event Check-In Process the Best You Could Be? was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

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