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The complete Guide to

global
social media
marketing



G                       How to Run
                        Social Media
                        Campaigns for
                        a Worldwide
                        Audience



                           A publication of
2                                             The Complete guide to global social media marketing




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    Not quite sure if this ebook is right for you? See the below description to determine if
    your level matches the content you are about to read.



                             INTRODUCTORY
                             Introductory content is for marketers who are new to the subject.
                             This content typically includes step-by-step instructions on how
                             to get started with this aspect of inbound marketing and learn its
                             fundamentals. View our introductory webinar Social Revolution:
                             Connecting with Today’s Customer.



                             INTERMEDIATE                                  This ebook!

                             Intermediate content is for marketers who are familiar with the
                             subject but have only basic experience in executing strategies and
                             tactics on the topic. This content typically covers the fundamentals
                             and moves on to reveal more complex functions and examples.
                             After reading it, you will feel comfortable leading projects with this
                             aspect of inbound marketing.

                             ADVANCED
                             Advanced content is for marketers who are, or want to be, experts
                             on the subject. In it, we walk you through advanced features of
                             this aspect of inbound marketing and help you develop complete
                             mastery of the subject. After reading it, you will feel ready not only
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                             to execute strategies and tactics, but also to teach others how to
                             be successful.
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HubSpot’s All-in-One
Marketing Software                                           U q
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                                                                                      social media
HubSpot brings your whole marketing
world together in one, powerful, integrated
system.

   Get Found: Help prospects find you online
   Convert: Nurture your leads and drive conversions
   Analyze: Measure and improve your marketing.
   More: See marketplace for apps and integrations
                                                            M s
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                                                            Automation
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                                                                                      optimization


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                                                             g Y
                                                              Lead
                                                           management
                                                                                        Marketing
                                                                                        analytics




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4                                            The Complete guide to global social media marketing




 The Complete Guide to Global
 Social Media Marketing
 By Diana Urban


Diana Urban is the Head of International
Marketing at HubSpot. She is responsible for
generating traffic and leads outside the U.S.,
creating content for a global audience, and
developing marketing strategy for international
expansion.


Previously, Diana was on HubSpot’s User
Experience team, where she managed                  Follow me on twitter
and created all of HubSpot’s tutorials and          @Dianaurban
documentation, making it easy for customers
to learn how to create marketing campaigns in
HubSpot’s inbound marketing software.


Diana is a regular contributor to the HubSpot
blog, and maintains her own social media blog
U Stand Out.


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5                         The Complete guide to global social media marketing




  contents

  how to Create a global social media strategy	                  /8



  how to Organise your assets and channels	                /15



  how to set up Global targeting on facebook	                    /22



  how to set up Global targeting on linkedin	 /37


  how to set up Global targeting on twitter	             /50



  how to Develop a content strategy for social media                      /61



  Conclusion & Additional Resources	         /69




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          Why should you create a
          global social media strategy?

      When creating marketing campaigns of any sort, it’s important to understand
      who your audience is. Social media is a great way to connect with your audience
      and have a two-way conversation. However, it can be easy to forget that not
      everyone who finds your social media pages will speak your language, or be able
      to relate to your region’s latest trends. If you’re only targeting a local audience,
      that’s ok.

      But what if you’re targeting a global audience? What if you’re in a country in
      Europe and need to branch out to other markets to scale? What if you’re in the
      U.S. seeking the attention of a French and Spanish audience?

      When targeting multiple nations, there are several challenges to plan for:

           Being understood by an audience that speaks multiple languages

           Reaching an audience that lives across multiple time zones

           Supporting different interests, cultures, and regulations

           Segmenting social media efforts to the right audiences
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           Prioritizing your efforts in accordance with your resources


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                                          w            G
      Creating a global social media
      strategy early on will help you
      plan for all of these challenges,
      and will keep you from
      overextending your resources.

      This guide’s purpose is to help
      marketers around the globe create a
      social media strategy that caters to
      their audience, whether in a specific




                                          B
      country or across multiple nations.




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     CHAPTER 1



     how to Create
     a global
     social media
     strategy


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          What steps should you take when
          creating your global strategy?




      Establish your overall social media
      strategy before you start tweeting,
      updating your Facebook status in
      multiple languages, or creating tons
      of new pages for each target country.
                                                   ?
      Setting a strategy ahead of time will ensure that you can launch, optimize, and
      measure your global campaigns’ success without getting overwhelmed.

      Social media shouldn’t be overwhelming. It should be fun.




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          1         Define your audience




                                                     g
      It is essential to first determine how
      to segment your audience based on
      their region or language. The following
      are example questions that must be
      answered internally before you begin
      working on your social media strategy:

          Which countries do you want to focus on?

          Where does the majority of your current customer base live?

          Where does the majority of your non-domestic customer base live?

          Is there opportunity for your product or service to extend to other nations?

          Are you already getting leads or prospect interest from other nations?




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          2         Set your social media goals




                                                           Y
      Define the goals of your social media
      strategy. Setting goals in advance will
      help keep your social media team
      accountable and increase your likelihood
      of success. Having a strong unified
      approach will help you shape the strategy
      for each country you’re targeting.

      Decide if the primary goal of your social media campaign is to:

          Generate more traffic for your website from social media platforms

          Increase your brand exposure by getting more followers and engagement

          Tap into new markets via social endorsements and paid advertising

          Provide a customer service platform on your social profiles

      You might decide that one of these goals is a higher priority than the other three, and
      this could help you decide how to cater to your audience across multiple countries.


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          3         Choose your Languages

      If you decide to target multiple
      nations that speak different
                                                                       hei
      languages, you’ll have a few                                       hello
      decisions to make:                                          bonjour
          Should your blogs be in multiple languages?                  hola
          Should you create a new social profile for every language?

          Should you monitor social media platforms in multiple languages?

      Keep in mind that nine out of ten European internet users prefer browsing in their
      own language, so if you want to engage an audience in non-English speaking
      countries, you need to speak their language.

      Your decision will depend largely on your resources and the bandwidth of your team,
      but remember to focus on delivering ROI. For example, if you have very few prospects
      in Spain, it might not be worth setting up a separate Spanish-language blog. However,
      if your company has a large growth potential in Spain, it might be worth testing out.



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          4         Learn cultural differences

      If your business targets customers in countries foreign to yours, learn about the
      different countries’ cultures to understand what appeals to them versus your country.
      Certain markets are much more difficult to break into than others and may require an
      agency to get you a head start. If the business culture requires an agency to get you
      started, don’t be afraid to work with one.



          5         Choose social networks

      Identify the most relevant social networks in each country you’re targeting. Don’t
      feel pressured to set up a new profile on each social network for every country you’re
      targeting. This is the wrong way to implement your global social media strategy.
      Instead, choose your social networks wisely. You can always grow your reach across
      more platforms as you prove the ROI of the networks you get started with.

      Also, don’t be afraid to test the waters in different social networks. If you have the
      bandwidth to test out a new social network, go for it. After three months, you can look
      at the data and see if it’s worth continuing your efforts on that network.



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          6         Know localisation capabilities on




                                               G
                    each social platform
      Which of these social networks will
      you be able to segment by location or
      language? For example, Facebook allows
      you to segment each post by country
      and/or language, making it possible to
      use only one Facebook page for your
      entire global audience. Chapter three of
      this ebook will show you the localisation
      features of the most popular social
      networks around the world.
                                                                                 @
      Now aren’t you glad you didn’t rush off and
      create ten different Facebook pages for each
      country you’re targeting?




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     CHAPTER 2



     how to
     Organise
     your assets
     and channels


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      Ready to launch your global social
      media campaigns? Here’s how to
      get started and keep organised.




      Don’t start tweeting yet! First it’s
      important to define a clear social
      media execution plan.
                                                        o
      If you’re targeting different channels for different audiences, things can get
      complicated very quickly. You should know which social media profiles go
      together, which pages on your site you should be linking to, and how all of your
      campaigns tie together.

      Here’s how to keep your global social media strategy organised.




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          1         Define a Hub for
                    Each Audience


      Defining a hub on your website for each
      audience segment will help keep things
      organised. The hub is most commonly
      a blog, but can also be a forum or a
      community page that you maintain.
                                                                `        Hub



      Your blog for each audience segment should be written in the most commonly spoken
      language of that segment. All of your new content should be posted there first, so
      your social media channels can link back to a main content source. Your blog should
      also be a key part of your SEO strategy. Check out HubSpot’s ebook on International
      SEO if you would like to learn more about how to optimise your blog. Each blog post
      should have a call-to-action linking to a landing page.

      If you don’t have the resources to create a dedicated blog for each region or language
      you target, default to the secondary language of that region or English. English
      is the most widely-used language in the world, and is the dominant language of
      international business and global communication.


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      In an ideal world with unlimited resources, you’d have a different blog for each region
      you’re targeting. But in the real world with budgets and limited bandwidth, you need
      to be strategic about how you group regions by interest or language.

          English blog: United States, United Kingdom, Ireland, Canada

          Spanish blog: Spain, Mexico, Argentina

          German blog: Germany, Belgium, Austria, Switzerland

      Note that for each blog, you should choose one dialect and stick to it. For example,
      people in Spain and Latin America speak different dialects of Spanish. Ideally, you’d
      cater to each audience separately. If you don’t have the resources to do so, choose
      one dialect for your Spanish blog. Make this decision by comparing the size of your
      customer bases in Spain and Latin America, and prioritise based on where the
      biggest opportunity for growth exists.

      Don’t spread yourself too thin,




                                                         Eng
      especially in the beginning. If you’re
      just launching your website, start
      with one blog in English and add
      blogs later as you build momentum.




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 f                Blogging tools can help you
                  build an audience Faster


  HubSpot’s blogging software
  makes it easy to create
  remarkable content that will help
  you get found. You can also create
  as many blogs as you’d like, so you
  can create and manage one for
  each language you’re targeting.




   3 Blogging Tool: Create one or several blogs
          and easily create new posts.                           See Blog Tool in Action

   3 Blog SEO Tips: Get SEO tips and best                         Read More
          practice pointers as you type your blog posts.

   3 Blog Analytics: Measure your blog’s
          performance and see how much traffic each
          post generated.



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          2         Choose social sites to
                    target for each region
      Next, decide which social networks to target for each region. Determine the number
      of social media profiles you will create based on the resources you have at your
      disposal. Putting your efforts into one Facebook page, for example, will allow that
      page to build momentum and grow a fan base much faster than if you had five
      different Facebook pages to maintain.

      Let’s say your company targets audiences that speak English, Spanish, and German.
      You might choose to:

          Have one Facebook page in English
          with language-targeted updates

          Have one LinkedIn Company Page in English with localised
          product pages and language-targeted updates

          Create separate Twitter profiles in English, Spanish, and German

          Have one Tuenti profile in Spanish

      By localizing your Facebook and LinkedIn profiles, instead of creating separate
      profiles in each language, you’d now have to manage six social profiles instead of ten.

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          3         Link your blog and
                    social profiles

      Now that you’ve defined your blogs and social profiles, it’s time to tie them together.
      Create a map so you know which social profile should link to which blog on your site.




                    English                                         spanish
                     blog                                            blog


                yoursite.com/blog-us                                                    yoursite.com/blog-es




       U                                 U                                   U

                                *                                 *
                                          *                                   *
          English
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          Spanish                                                       *   Localised updates wil be made in
                                                                            native language on English page

          German
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22             The Complete guide to global social media marketing




     CHAPTER 3



     how to set
     up Global
     targeting on
     facebook


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      Optimise your Facebook
      page for a global audience


      Some of the most popular social
      networks, including Facebook, have
      localisation features that enable you
      to target your updates and/or pages
      to specific groups of people. These
      groups can often be specified by
      geography or language.
                                                            x
      These localisation features are fairly new to Facebook. This chapter will provide a
      step-by-step walkthrough of how to use each one, but keep in mind that Facebook
      may make slight UI tweaks that make the actual interface a bit different from the
      screenshots in the instructions.




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          1         Targeted timeline
                    updates
      Facebook provides several localisation features
      that make it possible to use only one page for
      your entire global audience instead of a page
      for each language or region you’re targeting.

      On your Facebook page, you can target each of your updates by language and/or
      geography -- as specific as country, state, and city. Once you target your update, only
      the audience you specify will see it in their newsfeed. People not specified will not see
      that update in their newsfeed.

      Yet, targeted updates will be visible to everyone when they look at your Facebook
      page Timeline, regardless of their location or language. However, this isn’t something
      to be concerned about. Fewer than two percent of people go back to your fan page.

      The vast majority of your fans will be consuming your content, clicking your links,
      liking your photos, etc. within their own newsfeed. Creating targeted updates will
      increase engagement and grow your fan base faster. Focusing on growing your fan
      base on one page will build momentum faster than trying to manage multiple pages.




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      To target one of your Facebook updates, select the targeting icon under your update.
      Then, click Add Targeting and select Location or Language from the drop-down menu
      to localize your post for a segment of your global audience.



                                                                            1




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      If you chose Location, click the All Locations link that appears. Select Country,
      Region or State, or City. Type the name of the location, and select the correct
      location from the drop-down menu. You can add several locations by repeating this
      process. Then click Choose Locations.


                                                                                  3


                                                                                  4

      If you chose to target by language, type in the name of the language, and select
      the correct language from the drop down menu. You can add several languages by
      repeating this process.

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      Remember: you can target by both location and language. In this example, we’re
      targeting Spanish-speaking people located in Mexico. When finished, click Post.



                                                                              5

      Now, only your targeted audience will see this update in their newsfeeds.



                                                                              6




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          2         Linking multiple
                    pages together
      If you decide to create a separate
      Facebook page for each language you
      target, have each page “like” your other
      pages. This will make it easy for fans to
      find each of your pages, as they have a
      permanent placement near the top of
      your page’s Timeline called Featured
      Likes.



      To create this section, click Edit Page at the top of your Facebook page and select
      Update Info from the drop down menu.




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      Click Featured in the sidebar. Then hit the Add Featured Likes button. In the pop-up
      that appears, select the pages you want to link together.




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          3         Tracking your global Facebook
                    Marketing Campaigns




                                                              Z
      As you execute your global
      Facebook marketing
      campaigns, it’s important
      to consistently track your
      progress so you can determine
      the ROI of these campaigns.
      There are a few metrics you
      should track each month:

          Fan base growth of target countries and languages

          Engagement of targeted updates (e.g. number of “likes”)

          Reach in your target countries and languages

          Conversational growth (e.g. “talking about this” or clicking “share”)

      To access your page’s analytics, go to your Admin Panel and click See All on top of
      the Insights section.




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      Each report has a Countries and Languages section.




      On the first of every month, track your progress in a spreadsheet so you can see if
      your campaigns are effective at driving fans, engagement, and reach in your target
      global markets. Don’t forget to look at your full-funnel analytics as well. Find out if you
      are generating leads and customers from your Facebook campaigns.



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      4           Localising paid ads on Facebook




                                                      $
      Not every business will elect to
      run paid advertising on Facebook,
      especially if you have a limited
      budget and are looking to build
      your fan base and engagement
      organically. But if you do, you should
      know how to target your paid ads by
      region or language.

      Facebook ads can target a specific group of people, increasing the return on your
      investment as you are targeting the people that are most likely to click and download
      your content.




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          target based on country


          Facebook enables you to not only target by country, but also by a specific city
          within that country. Local companies can benefit greatly from this feature,
          targeting only the people who live in a desired area.

          To use this feature, start in the Facebook Ad Manager and select the offer you
          want to promote. Then, select the country and/or cities you want to target.




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          target based on Specific Interests

          You can further specify your ads by targeting only people with specific interest.
          Once the country and offer is selected, chose Precise Interests. You can type
          in specific interests in this field and select as many as you want. Facebook will
          come up with suggestions for you below the search bar.




          The number of people targeted in a specific campaign will appear on the right.
          Make sure your campaign isn’t so targeted that your audience is too small to
          return any customers to your brand.




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      You then can target
      people based on their
      connections -- whether
      they are connected to your
      brand, have a friend who is
      connected to your brand, or
      Anyone (connected or not).

      Each type of connection targeting has its own benefits:

            3 Targeting Anyone: you will get the most reach.

            3 Targeting People Connected to Your Brand: get a message out to people
                  friends with existing fans -- these ads will include the social endorsement
                  element, which is very powerful

            3 Targeting People Not Connected to Your Brand: increase brand awareness
                  where it currently doesn’t exist

            3 Targeting Friends of Connections: get a message out to people who are
                  friends with existing fans -- these ads will include the social endorsement
                  element, which is very powerful


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          Budget & Payment




                                                                 t
          Finally, . et up your budget and schedule
                   s
          your ad. Set a budget that isn’t too high so
          you don’t use all your spend on just a few
          clicks. Don’t aim too low either -- then you
          may not reach the amount of people you’re
          looking for. Adjust your campaign during its
          first few days of it being live to determine its
          optimal times and costs.

          You can pay on a cost-per-click basis or a cost-per-thousand impressions basis.
          Cost-per-click means you pay when a user clicks on your ad. Cost-per-thousand
          impressions means that you pay each time your ad is seen a thousand times.




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     CHAPTER 4



     how to set
     up Global
     targeting on
     linkedin


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      Optimise your LinkedIn page
      for a global audience


      If you’re using Linkedin Company




                                                         In
      Pages to promote your business,
      you have two primary localisation
      features available to you.

      Since on LinkedIn it’s best not to create
      multiple company pages anyway, these
      features allow you to target your global
      audiences in a way that was never
      possible before.




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          1         Targeting
                    shared content

      On your LinkedIn Company Page, you can
      target each of your shared content updates
      by geography -- as specific as densely
      populated areas within each country.

      Note that at this time, it isn’t possible
      to send targeted updates by language,
      but you can get close enough if you
      target the right regions.

      With LinkedIn’s targeted content updates, only the
      audience you specify will see your update in their
      LinkedIn newsfeed. People not specified will not see that
      update in their newsfeed.

      To really master targeted updates, target your primary-language updates, too. Keep
      a printout of all of your lists nearby so you can easily remember which countries/
      languages to include in each update.


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      To target one of your LinkedIn updates, toggle the Share With drop-down menu and
      select Targeted Audience.




      Then click Geography and select up to ten regions. You can select entire continents,
      individual countries, and/or specific regions.




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      Now only your targeted audience will see this update in their LinkedIn newsfeeds.




          2         Targeting your company’s
                    product page
      One of the most under-utilized features of LinkedIn Company Pages is the ability to
      target your company’s product page based on demographics, such as geographic
      location, job function, and industry. In doing so, visitors to your Company Page will
      only get shown the products that are most relevant to them, increasing their chances
      of clicking on a link. Leveraging this feature will help you create a more targeted and
      optimized experience for your page visitors. When used correctly, it’s an amazing way
      to convert your social media prospects into more qualified leads.


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      Note: You’ll need to add the products/services you want to feature to your Products
      page prior to setting up your targeting options. To do so, click Add a product or
      service in the Admin tools drop-down menu in your Products tab.




      On the Products page, click Create New Audience.




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      Now it’s time to build your audience. Name your target audience on the first tab (e.g.
      “Spain”), and then click on the Geography tab. The Geography category can zone in
      as specific as greater metropolitan areas. When you’re finished, click Save and exit.




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      After you’ve finished selecting your targeting preferences, tailor your message to that
      specific audience segment. Make sure your new audience is selected.




      Here, it’s important to make sure that you craft a message that will intrigue members
      of this specific audience and address their particular needs.

      What wouldn’t you be able to originally say on the DEFAULT audience tab because
      it would alienate other potential customers? Now is your chance to say it. In your
      messaging, show how your company’s products and services can fulfill that specific
      audience’s particular business needs.




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      After setting up the messaging for your target audience, choose the specific products
      and services that particular audience segment would be likely to convert on. Don’t
      limit these to just your products and services, either. Consider featuring product
      demos or trials as well as offering ebooks you’ve written or webinars you’ve hosted.
      Are there any offers that you created to generate a specific type of lead, or a lead in a
      specific region? This is a great place to promote it. LinkedIn allows you to include up
      to five products/services on each targeted page variation.

      As mentioned earlier, you’ll need to add these products/services to your products
      page prior to setting up your targeting options. To do so, click Add a product or
      service in the Admin tools drop-down menu in your Products tab.




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          3         Tracking your global Linkedin
                    Marketing Campaigns
      On the Page Insights and Follower Insights report on LinkedIn -- both of which can
      be accessed via the Admin Tools drop-down -- you can view demographics data by
      Region. Unfortunately, LinkedIn’s reporting tool isn’t quite as robust as Facebook’s so
      you can only see the top five regions that are representative of your audience.
      You also cannot export your insights to dig deeper.




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          4         Localising paid ads on linkedin

      LinkedIn provides a powerful ad platform that can bring you great results when you
      are targeting the right audience. To use LinkedIn for advertising, simply create an ad
      manager account within your current LinkedIn account, and start creating ads.

      Once in the ads platform on LinkedIn, creating an ad campaign optimized for a
      specific country is very simple. First, select a name and language for your ad. The
      language feature on LinkedIn is new, allowing your ads to be written in another
      language, thus optimizing ads for non-English speaking countries.




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48                                             The Complete guide to global social media marketing




      You can then create up to 15 ad variations.




                                                               2
      Follow these best practices:

          3 Add an image to help increase the
          clickthrough rate on your ads, as people
          are drawn to visuals more than text. And
          images don’t have to be translated.

          3 Make the headline and copy of your ad
          interesting. Include your company name so
          people will know who the ad is for.

          3 Target people not connected to your brand: increase
          brand awareness where it currently doesn’t exist.

          3 Target friends of connections: get a message out to people who are
          friends with existing fans -- these ads will include the social endorsement
          element, which is very powerful.

          3 Create multiple variations of each ad so you can test different aspects of
          the ad in order to get the best clickthrough rate.




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49                                             The Complete guide to global social media marketing




      After a few days, the ads that have lower clicks can be turned off, leaving only the
      most successful ads running. Once your ads are written, work on targeting your ads to
      the correct people. First, you can target to specific continents, countries, and cities.




      Just like your targeted status updates and company product pages, targeting ads by
      language is not currently possible. However, you can get pretty close if you target the
      right regions.




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50             The Complete guide to global social media marketing




     CHAPTER 5



     how to set
     up Global
     targeting on
     twitter


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51                                             The Complete guide to global social media marketing




     Optimise your Twitter strategy
     for a global audience




                                                          B
      Your global marketing approach on
      Twitter will need to be different than that
      on Facebook and LinkedIn because of its
      limited targeting capabilities.

      In fact, global targeting on Twitter is
      nonexistent unless you’re running paid
      ads, or tweeting at someone in particular
      with an @ reply.




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52                                              The Complete guide to global social media marketing




          1         create a new Twitter profile for
                    each target language

      Due to Twitter’s lack of targeting features, create a separate profile for each language
      in the regions you’re targeting. Your entire follower base will see each of your
      updates, so if they only understand one-third or one-fourth of your updates, they’re
      likely to unfollow you -- or not follow you to begin with.




   u
                                        u                                      u
      Recruit local help, or at least employees who speak the language fluently, to manage
      each of your Twitter profiles. An effective Twitter strategy requires not only quick
      responses to your followers, but also constant monitoring of trending topics in the
      region you are targeting.



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53                                            The Complete guide to global social media marketing




          2         Monitor conversations with
                    advanced searches

      Twitter’s search tool now offers the
      ability to run advanced searches so you
      can monitor the conversation about
      your company or brand by language
      and/or region.

      Just go to http://search.twitter.com and click
      Advanced Search below the search bar.
                                                             s
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54                                             The Complete guide to global social media marketing




      On the Advanced Search page, enter a search term that you would like to monitor.
      Then select the language you’d like to monitor the conversation in.




      At the bottom of the page, enter a country, state, or city name you’d like to monitor.
      After you click Search, you’ll see your search results.




      You can click the tool icon near the top of the screen and click Save Search to refer
      to this search later. You can also copy the URL of that page and send it to any local
      contributors you’ve recruited to monitor the conversation in that language or region.

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55                                            The Complete guide to global social media marketing




          3         How to manage multiple
                    twitter accounts

      To easily manage multiple Twitter accounts, use a service that allows you to:

          Publish and schedule tweets for multiple accounts

          Give other administrators access to your Twitter accounts

          Collect click and engagement data for each of your Twitter profiles

      It’s hard to find the time to get social media right when you’re hopscotching between
      tools. When all your social media activity is in HubSpot, all that tweeting, posting and
      replying gets a lot easier. HubSpot’s social media tools were designed specifically for
      marketers. We started with the core needs marketers have and built in the one thing
      noticeably missing from every other tool available today: Integration with a powerful
      contact database. Because HubSpot is a completely integrated platform, social media
      becomes a serious marketing tool.




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56                                          The Complete guide to global social media marketing




w             Social media tools help
              manage and track your tweets


 It’s hard to find the time to get
 social media right when you’re
 hopscotching between tools. When
 all your social media activity is in
 HubSpot, all that tweeting, posting
 and replying gets a lot easier.




      Scheduling Tools: Bulk schedule tweets for multiple
3     accounts in different languages.
                                                              See Social Tools in Action
      Social Nurturing: Segment your social media leads
3     and follow up with relevant content.
                                                               Read More
      Social Media Analytics: Collect data that shows
3     which social channels deserve your time.


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57                                           The Complete guide to global social media marketing




          4         Localising paid ads
                    on Twitter

      On Twitter, promoted Tweets can be targeted to search results, timelines, and profiles:




          Search results
          A specific hashtag is purchased, and your tweet will be promoted whenever
          someone searches for that word

          Timelines
          Promote your tweet on the timelines of people who are in your targeted audience

          Profiles
          Make your promoted tweet appear at the top of your profile at all times



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58                                             The Complete guide to global social media marketing




      To dive deeper into the targeting options on Twitter, we will look at a promoted tweet
      in a timeline. First, set the interests of your target audience. This is a new feature on
      Twitter that will target people who are interested in specific things.




      In this example, we’re targeting the broad category of people who are interested in
      Landscaping. You can also target specific @usernames. This will promote your tweet
      to people who are similar to the followers of a particular username, which can be
      used to target a niche market.

      Once your targeting is set up, you can chose the locations in which you’d like your
      tweets to be promoted. This can be as broad as a country or as specific as a town
      within a country.




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59                                           The Complete guide to global social media marketing




      In this example, we’re targeting both the country Scotland, and the city of London.
      Our tweets will appear to people who are located in these two areas.




      Next choose what tweets you would like to promote. You can create your own tweets
      in this ad platform or use a tweet that was already tweeted organically.




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60                                            The Complete guide to global social media marketing




      After selecting your tweets to promote, set your budget and timing. Remember to
      change the time zone of your tweets according to your current location to align the
      time stamp in reporting features to your actual location.




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www.Hubspot.com
61             The Complete guide to global social media marketing




     CHAPTER 6



     how to
     Develop a
     content
     strategy for
     social media

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62                                             The Complete guide to global social media marketing




     How to increase engagement with
     targeted and relevant content




                                                                W
      Now it’s time to make sure your content strategy
      aligns with your channel strategy.

      Whether you are posting content on one of
      your global blogs, Facebook pages, or Twitter
      profiles, there are certain content creation best
      practices for global audiences that you should
      keep in mind.

      It’s all about being highly targeted and relevant. If you can talk to each of your
      audiences about what they care about, you’ll garner the best results from your social
      media campaigns.




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63                                          The Complete guide to global social media marketing




          1         Provide native translations



      Don’t simply take a blog post from
      your English blog and copy/paste
      it into Google Translate for your
      Spanish blog, or vice-versa. Same
      goes for Tweets and Facebook
      status updates.
                                                       H
      Your content will sound Google Translated to anyone who speaks the language
      natively. Get help from someone who is fluent in the language you’re creating content
      in. Here are some translation service providers you could choose from:

          3 Milengo - http://milengo.com

          3 Translations.com - http://translations.com

          3 Lingo24 - http://lingo24.com

          3 Verbatim Solutions - http://verbatimsolutions.com

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64                                             The Complete guide to global social media marketing




          2             Use correct spelling variations




                                                             >
      American and British folks may speak the
      same language, but there are nuances that
      are important to address (color vs. colour,
      optimization vs. optimisation, etc.). To all you
      U.S. readers: you thought we were misspelling
      “localise,” didn’t you? *Wink.*




          3             Use one language per blog

      You shouldn’t mix languages on the same blog. Even though you might think this
      might make your blog “global friendly,” it will not help your overall user experience.

      Mixing languages on social networking sites is more acceptable because when you
      send out an update, it’s mostly consumed via users’ newsfeeds, not via your page or
      profile itself.


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65                                           The Complete guide to global social media marketing




  4         Use images wherever possible




                                                   P
      An image doesn’t need a translation.
      Pictures and graphics are much
      easier to for international audiences
      to understand, especially if you’re
      not creating separate profiles for
      each region or language.

          3 Facebook
          Use the photo share functionality and make
          sure your cover image portrays your brand well.

          3 Twitter
          Use TwitPic or Instagram to frequently share
          photos with your Twitter followers from around the world.

          3 LinkedIn
          Share URLs in which the pages have an enticing image;
          the image will be automatically pulled into the post.




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66                                           The Complete guide to global social media marketing




           5       Be relevant
      Make sure that you are informed about hot topics and sensitive issues in each of your
      target markets, or hire someone to specialize in each market. Also, make sure you’re
      only posting relevant content for each audience -- a news story in Australia may not
      be relevant to your audience in Ireland.

      Each of your global blogs and social media profiles should contain topics relevant to
      that audience. On your blog you can include pieces such as:

           3 Educational guides, which can be applicable to multiple audiences

           3 Thought leadership pieces that are new to certain cultures

           3 Industry news from relevant regions

           3 Product updates relevant to the region



           6       Learn colour connotations

      Figure out what certain colours mean in different countries before designing
      your blog and social media profiles. In most of Europe and the Americas, white is
      associated with purity and marriage. In Japan, China and parts of Africa, white is
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      traditionally the colour of mourning.


www.Hubspot.com
67                                            The Complete guide to global social media marketing




          7         Get local contributors




                                                          +
      Recruit guest bloggers from each
      region to provide local insights that you
      can’t provide yourself. This will keep
      the content on your global blog fresh
      and varied, and relevant to the local
      audience. Also, with guest bloggers
      come inbound links from global domain
      extensions, so it will give your global
      blogs an SEO boost.

      Recruit local help to manage and monitor your foreign-language interactions.
      Translation services are great for the content schedule you push out each month,
      but they’re no substitute for native social engagement, especially if you’re using your
      social profiles as a customer support resource.




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68                                            The Complete guide to global social media marketing




          8         Interconnect Each asset
                    with links




                                                          A
      Your ultimate goal of participating in
      social media is likely to drive traffic
      back to your website so you can convert
      visitors into leads. Make sure you link to
      the corresponding blog in the About Us or
      URL sections of your social profiles.

      Also, link all of your social media
      channels for each language together.
      Your goals here are to:

      3 Make it easy for people to find your other channels in their language.

      3 Make it easy for people who have landed in the wrong place to
      find the channels most relevant to them.




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69             The Complete guide to global social media marketing




     Conclusion
     & Additional
     Resources		


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70                                            The Complete guide to global social media marketing




     Are you ready to reach a
     global social media audience?



      After reading this ebook, you should be able to prepare a global social media
      marketing strategy that will empower you to reach a world-wide audience -- or better
      target a specific audience in a region far away from home.

      Not only have you learned how to create a global social media strategy, but you have
      also learned how to use the localisation features of the most popular social media
      sites so that you can spend your time creating remarkable content rather than
      managing too many profiles.

      Finally, you’ve learned the best practices of creating content for a global audience.
      Remember, it’s important to be relevant to each audience, and make sure you have
      local help to keep it a two-way conversation rather than a one-way broadcast.




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71                               The Complete guide to global social media marketing




   get more traffic
   from social media
    See HubSpot’s traffic-generating tools
    in action, including blogging, social
    media, and SEO.

    Get the right audience to your site.




                                     http://bit.ly/HS3-Social

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www.Hubspot.com

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The Complete Guide to Global Social Media Marketing

  • 1. The complete Guide to global social media marketing G How to Run Social Media Campaigns for a Worldwide Audience A publication of
  • 2. 2 The Complete guide to global social media marketing IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description to determine if your level matches the content you are about to read. INTRODUCTORY Introductory content is for marketers who are new to the subject. This content typically includes step-by-step instructions on how to get started with this aspect of inbound marketing and learn its fundamentals. View our introductory webinar Social Revolution: Connecting with Today’s Customer. INTERMEDIATE This ebook! Intermediate content is for marketers who are familiar with the subject but have only basic experience in executing strategies and tactics on the topic. This content typically covers the fundamentals and moves on to reveal more complex functions and examples. After reading it, you will feel comfortable leading projects with this aspect of inbound marketing. ADVANCED Advanced content is for marketers who are, or want to be, experts on the subject. In it, we walk you through advanced features of this aspect of inbound marketing and help you develop complete mastery of the subject. After reading it, you will feel ready not only Share This Ebook! to execute strategies and tactics, but also to teach others how to be successful. www.Hubspot.com
  • 3. 3 The Complete guide to global social media marketing HubSpot’s All-in-One Marketing Software U q Lead Generation blogging & social media HubSpot brings your whole marketing world together in one, powerful, integrated system. Get Found: Help prospects find you online Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing. More: See marketplace for apps and integrations M s Email & Automation Search optimization Request A Demo Video Overview g Y Lead management Marketing analytics Share This Ebook! www.Hubspot.com
  • 4. 4 The Complete guide to global social media marketing The Complete Guide to Global Social Media Marketing By Diana Urban Diana Urban is the Head of International Marketing at HubSpot. She is responsible for generating traffic and leads outside the U.S., creating content for a global audience, and developing marketing strategy for international expansion. Previously, Diana was on HubSpot’s User Experience team, where she managed Follow me on twitter and created all of HubSpot’s tutorials and @Dianaurban documentation, making it easy for customers to learn how to create marketing campaigns in HubSpot’s inbound marketing software. Diana is a regular contributor to the HubSpot blog, and maintains her own social media blog U Stand Out. Share This Ebook! www.Hubspot.com
  • 5. 5 The Complete guide to global social media marketing contents how to Create a global social media strategy /8 how to Organise your assets and channels /15 how to set up Global targeting on facebook /22 how to set up Global targeting on linkedin /37 how to set up Global targeting on twitter /50 how to Develop a content strategy for social media /61 Conclusion & Additional Resources /69 Share This Ebook! www.Hubspot.com
  • 6. 6 The Complete guide to global social media marketing Why should you create a global social media strategy? When creating marketing campaigns of any sort, it’s important to understand who your audience is. Social media is a great way to connect with your audience and have a two-way conversation. However, it can be easy to forget that not everyone who finds your social media pages will speak your language, or be able to relate to your region’s latest trends. If you’re only targeting a local audience, that’s ok. But what if you’re targeting a global audience? What if you’re in a country in Europe and need to branch out to other markets to scale? What if you’re in the U.S. seeking the attention of a French and Spanish audience? When targeting multiple nations, there are several challenges to plan for: Being understood by an audience that speaks multiple languages Reaching an audience that lives across multiple time zones Supporting different interests, cultures, and regulations Segmenting social media efforts to the right audiences Share This Ebook! Prioritizing your efforts in accordance with your resources www.Hubspot.com
  • 7. 7 The Complete guide to global social media marketing w G Creating a global social media strategy early on will help you plan for all of these challenges, and will keep you from overextending your resources. This guide’s purpose is to help marketers around the globe create a social media strategy that caters to their audience, whether in a specific B country or across multiple nations. Share This Ebook! www.Hubspot.com
  • 8. 8 The Complete guide to global social media marketing CHAPTER 1 how to Create a global social media strategy Share This Ebook! www.Hubspot.com
  • 9. 9 The Complete guide to global social media marketing What steps should you take when creating your global strategy? Establish your overall social media strategy before you start tweeting, updating your Facebook status in multiple languages, or creating tons of new pages for each target country. ? Setting a strategy ahead of time will ensure that you can launch, optimize, and measure your global campaigns’ success without getting overwhelmed. Social media shouldn’t be overwhelming. It should be fun. Share This Ebook! www.Hubspot.com
  • 10. 10 The Complete guide to global social media marketing 1 Define your audience g It is essential to first determine how to segment your audience based on their region or language. The following are example questions that must be answered internally before you begin working on your social media strategy: Which countries do you want to focus on? Where does the majority of your current customer base live? Where does the majority of your non-domestic customer base live? Is there opportunity for your product or service to extend to other nations? Are you already getting leads or prospect interest from other nations? Share This Ebook! www.Hubspot.com
  • 11. 11 The Complete guide to global social media marketing 2 Set your social media goals Y Define the goals of your social media strategy. Setting goals in advance will help keep your social media team accountable and increase your likelihood of success. Having a strong unified approach will help you shape the strategy for each country you’re targeting. Decide if the primary goal of your social media campaign is to: Generate more traffic for your website from social media platforms Increase your brand exposure by getting more followers and engagement Tap into new markets via social endorsements and paid advertising Provide a customer service platform on your social profiles You might decide that one of these goals is a higher priority than the other three, and this could help you decide how to cater to your audience across multiple countries. Share This Ebook! www.Hubspot.com
  • 12. 12 The Complete guide to global social media marketing 3 Choose your Languages If you decide to target multiple nations that speak different hei languages, you’ll have a few hello decisions to make: bonjour Should your blogs be in multiple languages? hola Should you create a new social profile for every language? Should you monitor social media platforms in multiple languages? Keep in mind that nine out of ten European internet users prefer browsing in their own language, so if you want to engage an audience in non-English speaking countries, you need to speak their language. Your decision will depend largely on your resources and the bandwidth of your team, but remember to focus on delivering ROI. For example, if you have very few prospects in Spain, it might not be worth setting up a separate Spanish-language blog. However, if your company has a large growth potential in Spain, it might be worth testing out. Share This Ebook! www.Hubspot.com
  • 13. 13 The Complete guide to global social media marketing 4 Learn cultural differences If your business targets customers in countries foreign to yours, learn about the different countries’ cultures to understand what appeals to them versus your country. Certain markets are much more difficult to break into than others and may require an agency to get you a head start. If the business culture requires an agency to get you started, don’t be afraid to work with one. 5 Choose social networks Identify the most relevant social networks in each country you’re targeting. Don’t feel pressured to set up a new profile on each social network for every country you’re targeting. This is the wrong way to implement your global social media strategy. Instead, choose your social networks wisely. You can always grow your reach across more platforms as you prove the ROI of the networks you get started with. Also, don’t be afraid to test the waters in different social networks. If you have the bandwidth to test out a new social network, go for it. After three months, you can look at the data and see if it’s worth continuing your efforts on that network. Share This Ebook! www.Hubspot.com
  • 14. 14 The Complete guide to global social media marketing 6 Know localisation capabilities on G each social platform Which of these social networks will you be able to segment by location or language? For example, Facebook allows you to segment each post by country and/or language, making it possible to use only one Facebook page for your entire global audience. Chapter three of this ebook will show you the localisation features of the most popular social networks around the world. @ Now aren’t you glad you didn’t rush off and create ten different Facebook pages for each country you’re targeting? Share This Ebook! www.Hubspot.com
  • 15. 15 The Complete guide to global social media marketing CHAPTER 2 how to Organise your assets and channels Share This Ebook! www.Hubspot.com
  • 16. 16 The Complete guide to global social media marketing Ready to launch your global social media campaigns? Here’s how to get started and keep organised. Don’t start tweeting yet! First it’s important to define a clear social media execution plan. o If you’re targeting different channels for different audiences, things can get complicated very quickly. You should know which social media profiles go together, which pages on your site you should be linking to, and how all of your campaigns tie together. Here’s how to keep your global social media strategy organised. Share This Ebook! www.Hubspot.com
  • 17. 17 The Complete guide to global social media marketing 1 Define a Hub for Each Audience Defining a hub on your website for each audience segment will help keep things organised. The hub is most commonly a blog, but can also be a forum or a community page that you maintain. ` Hub Your blog for each audience segment should be written in the most commonly spoken language of that segment. All of your new content should be posted there first, so your social media channels can link back to a main content source. Your blog should also be a key part of your SEO strategy. Check out HubSpot’s ebook on International SEO if you would like to learn more about how to optimise your blog. Each blog post should have a call-to-action linking to a landing page. If you don’t have the resources to create a dedicated blog for each region or language you target, default to the secondary language of that region or English. English is the most widely-used language in the world, and is the dominant language of international business and global communication. Share This Ebook! www.Hubspot.com
  • 18. 18 The Complete guide to global social media marketing In an ideal world with unlimited resources, you’d have a different blog for each region you’re targeting. But in the real world with budgets and limited bandwidth, you need to be strategic about how you group regions by interest or language. English blog: United States, United Kingdom, Ireland, Canada Spanish blog: Spain, Mexico, Argentina German blog: Germany, Belgium, Austria, Switzerland Note that for each blog, you should choose one dialect and stick to it. For example, people in Spain and Latin America speak different dialects of Spanish. Ideally, you’d cater to each audience separately. If you don’t have the resources to do so, choose one dialect for your Spanish blog. Make this decision by comparing the size of your customer bases in Spain and Latin America, and prioritise based on where the biggest opportunity for growth exists. Don’t spread yourself too thin, Eng especially in the beginning. If you’re just launching your website, start with one blog in English and add blogs later as you build momentum. Share This Ebook! www.Hubspot.com
  • 19. 19 The Complete guide to global social media marketing f Blogging tools can help you build an audience Faster HubSpot’s blogging software makes it easy to create remarkable content that will help you get found. You can also create as many blogs as you’d like, so you can create and manage one for each language you’re targeting. 3 Blogging Tool: Create one or several blogs and easily create new posts. See Blog Tool in Action 3 Blog SEO Tips: Get SEO tips and best Read More practice pointers as you type your blog posts. 3 Blog Analytics: Measure your blog’s performance and see how much traffic each post generated. Share This Ebook! www.Hubspot.com
  • 20. 20 The Complete guide to global social media marketing 2 Choose social sites to target for each region Next, decide which social networks to target for each region. Determine the number of social media profiles you will create based on the resources you have at your disposal. Putting your efforts into one Facebook page, for example, will allow that page to build momentum and grow a fan base much faster than if you had five different Facebook pages to maintain. Let’s say your company targets audiences that speak English, Spanish, and German. You might choose to: Have one Facebook page in English with language-targeted updates Have one LinkedIn Company Page in English with localised product pages and language-targeted updates Create separate Twitter profiles in English, Spanish, and German Have one Tuenti profile in Spanish By localizing your Facebook and LinkedIn profiles, instead of creating separate profiles in each language, you’d now have to manage six social profiles instead of ten. Share This Ebook! www.Hubspot.com
  • 21. 21 The Complete guide to global social media marketing 3 Link your blog and social profiles Now that you’ve defined your blogs and social profiles, it’s time to tie them together. Create a map so you know which social profile should link to which blog on your site. English spanish blog blog yoursite.com/blog-us yoursite.com/blog-es U U U * * * * English Share This Ebook! Spanish * Localised updates wil be made in native language on English page German www.Hubspot.com
  • 22. 22 The Complete guide to global social media marketing CHAPTER 3 how to set up Global targeting on facebook Share This Ebook! www.Hubspot.com
  • 23. 23 The Complete guide to global social media marketing Optimise your Facebook page for a global audience Some of the most popular social networks, including Facebook, have localisation features that enable you to target your updates and/or pages to specific groups of people. These groups can often be specified by geography or language. x These localisation features are fairly new to Facebook. This chapter will provide a step-by-step walkthrough of how to use each one, but keep in mind that Facebook may make slight UI tweaks that make the actual interface a bit different from the screenshots in the instructions. Share This Ebook! www.Hubspot.com
  • 24. 24 The Complete guide to global social media marketing 1 Targeted timeline updates Facebook provides several localisation features that make it possible to use only one page for your entire global audience instead of a page for each language or region you’re targeting. On your Facebook page, you can target each of your updates by language and/or geography -- as specific as country, state, and city. Once you target your update, only the audience you specify will see it in their newsfeed. People not specified will not see that update in their newsfeed. Yet, targeted updates will be visible to everyone when they look at your Facebook page Timeline, regardless of their location or language. However, this isn’t something to be concerned about. Fewer than two percent of people go back to your fan page. The vast majority of your fans will be consuming your content, clicking your links, liking your photos, etc. within their own newsfeed. Creating targeted updates will increase engagement and grow your fan base faster. Focusing on growing your fan base on one page will build momentum faster than trying to manage multiple pages. Share This Ebook! www.Hubspot.com
  • 25. 25 The Complete guide to global social media marketing To target one of your Facebook updates, select the targeting icon under your update. Then, click Add Targeting and select Location or Language from the drop-down menu to localize your post for a segment of your global audience. 1 Share This Ebook! 2 www.Hubspot.com
  • 26. 26 The Complete guide to global social media marketing If you chose Location, click the All Locations link that appears. Select Country, Region or State, or City. Type the name of the location, and select the correct location from the drop-down menu. You can add several locations by repeating this process. Then click Choose Locations. 3 4 If you chose to target by language, type in the name of the language, and select the correct language from the drop down menu. You can add several languages by repeating this process. Share This Ebook! www.Hubspot.com
  • 27. 27 The Complete guide to global social media marketing Remember: you can target by both location and language. In this example, we’re targeting Spanish-speaking people located in Mexico. When finished, click Post. 5 Now, only your targeted audience will see this update in their newsfeeds. 6 Share This Ebook! www.Hubspot.com
  • 28. 28 The Complete guide to global social media marketing 2 Linking multiple pages together If you decide to create a separate Facebook page for each language you target, have each page “like” your other pages. This will make it easy for fans to find each of your pages, as they have a permanent placement near the top of your page’s Timeline called Featured Likes. To create this section, click Edit Page at the top of your Facebook page and select Update Info from the drop down menu. Share This Ebook! www.Hubspot.com
  • 29. 29 The Complete guide to global social media marketing Click Featured in the sidebar. Then hit the Add Featured Likes button. In the pop-up that appears, select the pages you want to link together. Share This Ebook! www.Hubspot.com
  • 30. 30 The Complete guide to global social media marketing 3 Tracking your global Facebook Marketing Campaigns Z As you execute your global Facebook marketing campaigns, it’s important to consistently track your progress so you can determine the ROI of these campaigns. There are a few metrics you should track each month: Fan base growth of target countries and languages Engagement of targeted updates (e.g. number of “likes”) Reach in your target countries and languages Conversational growth (e.g. “talking about this” or clicking “share”) To access your page’s analytics, go to your Admin Panel and click See All on top of the Insights section. Share This Ebook! www.Hubspot.com
  • 31. 31 The Complete guide to global social media marketing Each report has a Countries and Languages section. On the first of every month, track your progress in a spreadsheet so you can see if your campaigns are effective at driving fans, engagement, and reach in your target global markets. Don’t forget to look at your full-funnel analytics as well. Find out if you are generating leads and customers from your Facebook campaigns. Share This Ebook! www.Hubspot.com
  • 32. 32 The Complete guide to global social media marketing 4 Localising paid ads on Facebook $ Not every business will elect to run paid advertising on Facebook, especially if you have a limited budget and are looking to build your fan base and engagement organically. But if you do, you should know how to target your paid ads by region or language. Facebook ads can target a specific group of people, increasing the return on your investment as you are targeting the people that are most likely to click and download your content. Share This Ebook! www.Hubspot.com
  • 33. 33 The Complete guide to global social media marketing target based on country Facebook enables you to not only target by country, but also by a specific city within that country. Local companies can benefit greatly from this feature, targeting only the people who live in a desired area. To use this feature, start in the Facebook Ad Manager and select the offer you want to promote. Then, select the country and/or cities you want to target. Share This Ebook! www.Hubspot.com
  • 34. 34 The Complete guide to global social media marketing target based on Specific Interests You can further specify your ads by targeting only people with specific interest. Once the country and offer is selected, chose Precise Interests. You can type in specific interests in this field and select as many as you want. Facebook will come up with suggestions for you below the search bar. The number of people targeted in a specific campaign will appear on the right. Make sure your campaign isn’t so targeted that your audience is too small to return any customers to your brand. Share This Ebook! www.Hubspot.com
  • 35. 35 The Complete guide to global social media marketing You then can target people based on their connections -- whether they are connected to your brand, have a friend who is connected to your brand, or Anyone (connected or not). Each type of connection targeting has its own benefits: 3 Targeting Anyone: you will get the most reach. 3 Targeting People Connected to Your Brand: get a message out to people friends with existing fans -- these ads will include the social endorsement element, which is very powerful 3 Targeting People Not Connected to Your Brand: increase brand awareness where it currently doesn’t exist 3 Targeting Friends of Connections: get a message out to people who are friends with existing fans -- these ads will include the social endorsement element, which is very powerful Share This Ebook! www.Hubspot.com
  • 36. 36 The Complete guide to global social media marketing Budget & Payment t Finally, . et up your budget and schedule s your ad. Set a budget that isn’t too high so you don’t use all your spend on just a few clicks. Don’t aim too low either -- then you may not reach the amount of people you’re looking for. Adjust your campaign during its first few days of it being live to determine its optimal times and costs. You can pay on a cost-per-click basis or a cost-per-thousand impressions basis. Cost-per-click means you pay when a user clicks on your ad. Cost-per-thousand impressions means that you pay each time your ad is seen a thousand times. Share This Ebook! www.Hubspot.com
  • 37. 37 The Complete guide to global social media marketing CHAPTER 4 how to set up Global targeting on linkedin Share This Ebook! www.Hubspot.com
  • 38. 38 The Complete guide to global social media marketing Optimise your LinkedIn page for a global audience If you’re using Linkedin Company In Pages to promote your business, you have two primary localisation features available to you. Since on LinkedIn it’s best not to create multiple company pages anyway, these features allow you to target your global audiences in a way that was never possible before. Share This Ebook! www.Hubspot.com
  • 39. 39 The Complete guide to global social media marketing 1 Targeting shared content On your LinkedIn Company Page, you can target each of your shared content updates by geography -- as specific as densely populated areas within each country. Note that at this time, it isn’t possible to send targeted updates by language, but you can get close enough if you target the right regions. With LinkedIn’s targeted content updates, only the audience you specify will see your update in their LinkedIn newsfeed. People not specified will not see that update in their newsfeed. To really master targeted updates, target your primary-language updates, too. Keep a printout of all of your lists nearby so you can easily remember which countries/ languages to include in each update. Share This Ebook! www.Hubspot.com
  • 40. 40 The Complete guide to global social media marketing To target one of your LinkedIn updates, toggle the Share With drop-down menu and select Targeted Audience. Then click Geography and select up to ten regions. You can select entire continents, individual countries, and/or specific regions. Share This Ebook! www.Hubspot.com
  • 41. 41 The Complete guide to global social media marketing Now only your targeted audience will see this update in their LinkedIn newsfeeds. 2 Targeting your company’s product page One of the most under-utilized features of LinkedIn Company Pages is the ability to target your company’s product page based on demographics, such as geographic location, job function, and industry. In doing so, visitors to your Company Page will only get shown the products that are most relevant to them, increasing their chances of clicking on a link. Leveraging this feature will help you create a more targeted and optimized experience for your page visitors. When used correctly, it’s an amazing way to convert your social media prospects into more qualified leads. Share This Ebook! www.Hubspot.com
  • 42. 42 The Complete guide to global social media marketing Note: You’ll need to add the products/services you want to feature to your Products page prior to setting up your targeting options. To do so, click Add a product or service in the Admin tools drop-down menu in your Products tab. On the Products page, click Create New Audience. Share This Ebook! www.Hubspot.com
  • 43. 43 The Complete guide to global social media marketing Now it’s time to build your audience. Name your target audience on the first tab (e.g. “Spain”), and then click on the Geography tab. The Geography category can zone in as specific as greater metropolitan areas. When you’re finished, click Save and exit. Share This Ebook! www.Hubspot.com
  • 44. 44 The Complete guide to global social media marketing After you’ve finished selecting your targeting preferences, tailor your message to that specific audience segment. Make sure your new audience is selected. Here, it’s important to make sure that you craft a message that will intrigue members of this specific audience and address their particular needs. What wouldn’t you be able to originally say on the DEFAULT audience tab because it would alienate other potential customers? Now is your chance to say it. In your messaging, show how your company’s products and services can fulfill that specific audience’s particular business needs. Share This Ebook! www.Hubspot.com
  • 45. 45 The Complete guide to global social media marketing After setting up the messaging for your target audience, choose the specific products and services that particular audience segment would be likely to convert on. Don’t limit these to just your products and services, either. Consider featuring product demos or trials as well as offering ebooks you’ve written or webinars you’ve hosted. Are there any offers that you created to generate a specific type of lead, or a lead in a specific region? This is a great place to promote it. LinkedIn allows you to include up to five products/services on each targeted page variation. As mentioned earlier, you’ll need to add these products/services to your products page prior to setting up your targeting options. To do so, click Add a product or service in the Admin tools drop-down menu in your Products tab. Share This Ebook! www.Hubspot.com
  • 46. 46 The Complete guide to global social media marketing 3 Tracking your global Linkedin Marketing Campaigns On the Page Insights and Follower Insights report on LinkedIn -- both of which can be accessed via the Admin Tools drop-down -- you can view demographics data by Region. Unfortunately, LinkedIn’s reporting tool isn’t quite as robust as Facebook’s so you can only see the top five regions that are representative of your audience. You also cannot export your insights to dig deeper. Share This Ebook! www.Hubspot.com
  • 47. 47 The Complete guide to global social media marketing 4 Localising paid ads on linkedin LinkedIn provides a powerful ad platform that can bring you great results when you are targeting the right audience. To use LinkedIn for advertising, simply create an ad manager account within your current LinkedIn account, and start creating ads. Once in the ads platform on LinkedIn, creating an ad campaign optimized for a specific country is very simple. First, select a name and language for your ad. The language feature on LinkedIn is new, allowing your ads to be written in another language, thus optimizing ads for non-English speaking countries. Share This Ebook! www.Hubspot.com
  • 48. 48 The Complete guide to global social media marketing You can then create up to 15 ad variations. 2 Follow these best practices: 3 Add an image to help increase the clickthrough rate on your ads, as people are drawn to visuals more than text. And images don’t have to be translated. 3 Make the headline and copy of your ad interesting. Include your company name so people will know who the ad is for. 3 Target people not connected to your brand: increase brand awareness where it currently doesn’t exist. 3 Target friends of connections: get a message out to people who are friends with existing fans -- these ads will include the social endorsement element, which is very powerful. 3 Create multiple variations of each ad so you can test different aspects of the ad in order to get the best clickthrough rate. Share This Ebook! www.Hubspot.com
  • 49. 49 The Complete guide to global social media marketing After a few days, the ads that have lower clicks can be turned off, leaving only the most successful ads running. Once your ads are written, work on targeting your ads to the correct people. First, you can target to specific continents, countries, and cities. Just like your targeted status updates and company product pages, targeting ads by language is not currently possible. However, you can get pretty close if you target the right regions. Share This Ebook! www.Hubspot.com
  • 50. 50 The Complete guide to global social media marketing CHAPTER 5 how to set up Global targeting on twitter Share This Ebook! www.Hubspot.com
  • 51. 51 The Complete guide to global social media marketing Optimise your Twitter strategy for a global audience B Your global marketing approach on Twitter will need to be different than that on Facebook and LinkedIn because of its limited targeting capabilities. In fact, global targeting on Twitter is nonexistent unless you’re running paid ads, or tweeting at someone in particular with an @ reply. Share This Ebook! www.Hubspot.com
  • 52. 52 The Complete guide to global social media marketing 1 create a new Twitter profile for each target language Due to Twitter’s lack of targeting features, create a separate profile for each language in the regions you’re targeting. Your entire follower base will see each of your updates, so if they only understand one-third or one-fourth of your updates, they’re likely to unfollow you -- or not follow you to begin with. u u u Recruit local help, or at least employees who speak the language fluently, to manage each of your Twitter profiles. An effective Twitter strategy requires not only quick responses to your followers, but also constant monitoring of trending topics in the region you are targeting. Share This Ebook! www.Hubspot.com
  • 53. 53 The Complete guide to global social media marketing 2 Monitor conversations with advanced searches Twitter’s search tool now offers the ability to run advanced searches so you can monitor the conversation about your company or brand by language and/or region. Just go to http://search.twitter.com and click Advanced Search below the search bar. s Share This Ebook! www.Hubspot.com
  • 54. 54 The Complete guide to global social media marketing On the Advanced Search page, enter a search term that you would like to monitor. Then select the language you’d like to monitor the conversation in. At the bottom of the page, enter a country, state, or city name you’d like to monitor. After you click Search, you’ll see your search results. You can click the tool icon near the top of the screen and click Save Search to refer to this search later. You can also copy the URL of that page and send it to any local contributors you’ve recruited to monitor the conversation in that language or region. Share This Ebook! www.Hubspot.com
  • 55. 55 The Complete guide to global social media marketing 3 How to manage multiple twitter accounts To easily manage multiple Twitter accounts, use a service that allows you to: Publish and schedule tweets for multiple accounts Give other administrators access to your Twitter accounts Collect click and engagement data for each of your Twitter profiles It’s hard to find the time to get social media right when you’re hopscotching between tools. When all your social media activity is in HubSpot, all that tweeting, posting and replying gets a lot easier. HubSpot’s social media tools were designed specifically for marketers. We started with the core needs marketers have and built in the one thing noticeably missing from every other tool available today: Integration with a powerful contact database. Because HubSpot is a completely integrated platform, social media becomes a serious marketing tool. Share This Ebook! www.Hubspot.com
  • 56. 56 The Complete guide to global social media marketing w Social media tools help manage and track your tweets It’s hard to find the time to get social media right when you’re hopscotching between tools. When all your social media activity is in HubSpot, all that tweeting, posting and replying gets a lot easier. Scheduling Tools: Bulk schedule tweets for multiple 3 accounts in different languages. See Social Tools in Action Social Nurturing: Segment your social media leads 3 and follow up with relevant content. Read More Social Media Analytics: Collect data that shows 3 which social channels deserve your time. Share This Ebook! www.Hubspot.com
  • 57. 57 The Complete guide to global social media marketing 4 Localising paid ads on Twitter On Twitter, promoted Tweets can be targeted to search results, timelines, and profiles: Search results A specific hashtag is purchased, and your tweet will be promoted whenever someone searches for that word Timelines Promote your tweet on the timelines of people who are in your targeted audience Profiles Make your promoted tweet appear at the top of your profile at all times Share This Ebook! www.Hubspot.com
  • 58. 58 The Complete guide to global social media marketing To dive deeper into the targeting options on Twitter, we will look at a promoted tweet in a timeline. First, set the interests of your target audience. This is a new feature on Twitter that will target people who are interested in specific things. In this example, we’re targeting the broad category of people who are interested in Landscaping. You can also target specific @usernames. This will promote your tweet to people who are similar to the followers of a particular username, which can be used to target a niche market. Once your targeting is set up, you can chose the locations in which you’d like your tweets to be promoted. This can be as broad as a country or as specific as a town within a country. Share This Ebook! www.Hubspot.com
  • 59. 59 The Complete guide to global social media marketing In this example, we’re targeting both the country Scotland, and the city of London. Our tweets will appear to people who are located in these two areas. Next choose what tweets you would like to promote. You can create your own tweets in this ad platform or use a tweet that was already tweeted organically. Share This Ebook! www.Hubspot.com
  • 60. 60 The Complete guide to global social media marketing After selecting your tweets to promote, set your budget and timing. Remember to change the time zone of your tweets according to your current location to align the time stamp in reporting features to your actual location. Share This Ebook! www.Hubspot.com
  • 61. 61 The Complete guide to global social media marketing CHAPTER 6 how to Develop a content strategy for social media Share This Ebook! www.Hubspot.com
  • 62. 62 The Complete guide to global social media marketing How to increase engagement with targeted and relevant content W Now it’s time to make sure your content strategy aligns with your channel strategy. Whether you are posting content on one of your global blogs, Facebook pages, or Twitter profiles, there are certain content creation best practices for global audiences that you should keep in mind. It’s all about being highly targeted and relevant. If you can talk to each of your audiences about what they care about, you’ll garner the best results from your social media campaigns. Share This Ebook! www.Hubspot.com
  • 63. 63 The Complete guide to global social media marketing 1 Provide native translations Don’t simply take a blog post from your English blog and copy/paste it into Google Translate for your Spanish blog, or vice-versa. Same goes for Tweets and Facebook status updates. H Your content will sound Google Translated to anyone who speaks the language natively. Get help from someone who is fluent in the language you’re creating content in. Here are some translation service providers you could choose from: 3 Milengo - http://milengo.com 3 Translations.com - http://translations.com 3 Lingo24 - http://lingo24.com 3 Verbatim Solutions - http://verbatimsolutions.com Share This Ebook! www.Hubspot.com
  • 64. 64 The Complete guide to global social media marketing 2 Use correct spelling variations > American and British folks may speak the same language, but there are nuances that are important to address (color vs. colour, optimization vs. optimisation, etc.). To all you U.S. readers: you thought we were misspelling “localise,” didn’t you? *Wink.* 3 Use one language per blog You shouldn’t mix languages on the same blog. Even though you might think this might make your blog “global friendly,” it will not help your overall user experience. Mixing languages on social networking sites is more acceptable because when you send out an update, it’s mostly consumed via users’ newsfeeds, not via your page or profile itself. Share This Ebook! www.Hubspot.com
  • 65. 65 The Complete guide to global social media marketing 4 Use images wherever possible P An image doesn’t need a translation. Pictures and graphics are much easier to for international audiences to understand, especially if you’re not creating separate profiles for each region or language. 3 Facebook Use the photo share functionality and make sure your cover image portrays your brand well. 3 Twitter Use TwitPic or Instagram to frequently share photos with your Twitter followers from around the world. 3 LinkedIn Share URLs in which the pages have an enticing image; the image will be automatically pulled into the post. Share This Ebook! www.Hubspot.com
  • 66. 66 The Complete guide to global social media marketing 5 Be relevant Make sure that you are informed about hot topics and sensitive issues in each of your target markets, or hire someone to specialize in each market. Also, make sure you’re only posting relevant content for each audience -- a news story in Australia may not be relevant to your audience in Ireland. Each of your global blogs and social media profiles should contain topics relevant to that audience. On your blog you can include pieces such as: 3 Educational guides, which can be applicable to multiple audiences 3 Thought leadership pieces that are new to certain cultures 3 Industry news from relevant regions 3 Product updates relevant to the region 6 Learn colour connotations Figure out what certain colours mean in different countries before designing your blog and social media profiles. In most of Europe and the Americas, white is associated with purity and marriage. In Japan, China and parts of Africa, white is Share This Ebook! traditionally the colour of mourning. www.Hubspot.com
  • 67. 67 The Complete guide to global social media marketing 7 Get local contributors + Recruit guest bloggers from each region to provide local insights that you can’t provide yourself. This will keep the content on your global blog fresh and varied, and relevant to the local audience. Also, with guest bloggers come inbound links from global domain extensions, so it will give your global blogs an SEO boost. Recruit local help to manage and monitor your foreign-language interactions. Translation services are great for the content schedule you push out each month, but they’re no substitute for native social engagement, especially if you’re using your social profiles as a customer support resource. Share This Ebook! www.Hubspot.com
  • 68. 68 The Complete guide to global social media marketing 8 Interconnect Each asset with links A Your ultimate goal of participating in social media is likely to drive traffic back to your website so you can convert visitors into leads. Make sure you link to the corresponding blog in the About Us or URL sections of your social profiles. Also, link all of your social media channels for each language together. Your goals here are to: 3 Make it easy for people to find your other channels in their language. 3 Make it easy for people who have landed in the wrong place to find the channels most relevant to them. Share This Ebook! www.Hubspot.com
  • 69. 69 The Complete guide to global social media marketing Conclusion & Additional Resources Share This Ebook! www.Hubspot.com
  • 70. 70 The Complete guide to global social media marketing Are you ready to reach a global social media audience? After reading this ebook, you should be able to prepare a global social media marketing strategy that will empower you to reach a world-wide audience -- or better target a specific audience in a region far away from home. Not only have you learned how to create a global social media strategy, but you have also learned how to use the localisation features of the most popular social media sites so that you can spend your time creating remarkable content rather than managing too many profiles. Finally, you’ve learned the best practices of creating content for a global audience. Remember, it’s important to be relevant to each audience, and make sure you have local help to keep it a two-way conversation rather than a one-way broadcast. Share This Ebook! www.Hubspot.com
  • 71. 71 The Complete guide to global social media marketing get more traffic from social media See HubSpot’s traffic-generating tools in action, including blogging, social media, and SEO. Get the right audience to your site. http://bit.ly/HS3-Social Share This Ebook! www.Hubspot.com