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AVOIDING GLOBAL SOCIAL FAILURE
YOUR JOB IS HARD!
CULTURE IS…Traditions, Norms, Taboos, Social Structures
TRES LANDMINESScale, Language and Measurement
SCALE?If we can just build one strategy and translate it we can do more for less.
LANGUAGEIdea A worked in the USA. Lets just do it in French?
MEASUREMENTSuccess is always measured this way!
Social Media is powerful…When people feel like the messages are for them
“A Black Family is not a White Family with Brown Skin.”
http://www.npr.org/sections/money/2015/05/29/410589806/episode-628-this-ads-for-you
Too many companies use social platforms in ways that irritate, rather than attract, customers
THREE SOLUTIONS
Your customers like your brand are unique.Avoid a one size fits all approach
JUST BECAUSE IT IS A SELFIE; DOESN’T MEAN SHE IS POSTING IT ON FACEBOOK
Consider your ability to speak directly to the customer.If you don’t even know what Weibo is than maybe you don’t belong in China.
CONTEXTA translation only approach rarely accounts for the calendar issues or social issues related to event driven marketing.
Is it Christmas yet
THINGS TO REMEMBER:• Less is MORE• Build in the right NEIGHBORHOOD• CONTEXT is critical