Saturday, 24 January 2015

Scaling Social Globally: Best Practices for Engaging With an International Audience

This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of: Scaling Social Globally: Best Practices for Engaging with an International Audience. This webinar was sponsored by Act-On Software and featured Mike Stenberg (@stenmic), Global Vice President of Digital Marketing for Siemens, and Andrew Ashton (@AndrewLAshton) Social Media Analyst at Yum! Brands. We discussed the best practices in scaling a social media team and content on a global basis.

Here are 3 of the key take-aways:

  1. Team structure matters – Andrew talked about an approach he called the Dandelion approach: having a central team that can provide training and social media tools to more distributed teams that can engage on a local level.
  2. Roll out a common set of tools – Both Mike and Andrew talked about having one tool -- like BrandWatch or Netbase, respectively -- to give them one version of the trust across all markets. In Mike’s case, he has 160 markets to evaluate, while Andrew has 120. Strong translation capabilities and sentiment scoring were also mentioned as key features.
  3. Make it feel like one social team globally – Both Mike and Andrew also highlighted that while it’s important to have the local teams engage in a dialog with clients, they also felt you needed tools like Yammer internally to help coordinate efforts and answer questions in real time coming from the local teams.
To get a copy of the slides or listen to the replay, please click here. You can also scan the highlights of this webinar on Twitter by reading the following Storify: 

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