Social media for international markets
On a global level, the social media opportunity seems vast – just two of the major players (Facebook and WeChat) can currently boast over 3 BILLION million monthly active users (MAUs). That equates to 40% of the world’s population. Phew!
However, from an international social marketing perspective, a plethora of choices often results in a scarcity of results. Why? International social media is a single simplistic phrase that encompasses a vast range of social platforms, audience types, functional differences and cultural prerogatives. All too often brands seek to engage socially without gaining a clear understanding of the key differences and opportunities that exist between social platforms across regions and markets.
At Oban, we focus on culturalisation first – providing brands with social solutions that resonate with the most suitable social media platforms on a ‘deeper than translation’ level. Although our decade-plus experience in international marketing is key to this approach, the role of our Local In-Market Experts (LIMEs) is even more important. Our LIMEs are present wherever you need them to be, working locally and recruited for expertise in all aspects of digital social marketing. They invest in campaigns and conversations with the local insight and subtleties that are necessary to build success and avoid mishaps. Plus, we know it’s never just Facebook, Twitter, LinkedIn and Pinterest. From Xing in Germany, Kaixin001 in China to VKontakte in Russia, we have best in class experience working with both the big guns and niche players of international social.
A key feature of our approach is centred on collaboration. In our experience, social marketing touches a range of (often international) business functions beyond core marketing – from PR and CSR to customer care and after sales. On this basis, we work diligently to ensure that social efforts are appropriately aligned with the needs of all relevant stakeholders, across both your head office and in-country teams.