Attitudes & Events
Back in February and March we talked about the different areas that were experiencing a boom in social gaming. If you’ve had a look at these markets, witnessed the opportunities for yourself and are thinking of taking the next step then read on…
Key things to remember;
- Digital consumers expect elegant solutions for interaction…if you’re not going to do it well then don’t do it at all
- There are many tools that Facebook has developed to help marketers to deliver geographically relevant content. Facebook has really taken the lead on allowing multiple types of targeting: not just language but also promotion content or information that shows specific local intent and culturally diverse content.
- Utilise these tools with commitment and you can take your brand global in one of the most cost effective manners possible.
Tips for your Facebook content plan;
Social Networks need multiple feeds to manage countries, regions and languages. All of these feeds need a central strategy that they are working on. This can be difficult to manage, especially if you have hired employees that speak the local language your internal communication needs to have real core strength.
Know your attitudes
Consider taking a UK brand to the USA -> Canada -> Australia ->New Zealand
All English speaking, yet all could have a very different take on the following social post
‘Watch this video, it’s totally sick!’ …are we about to watch something affecting someone’s health? is it disgusting? will we be watching something amazing? or absolutely crazy?
- Knowing local language and attitudes towards language is really important if you want to convey the right message
- As shown above different countries have unique ways of expressing emotion and more importantly the things that they like to express emotion about i.e. the weather in the UK…Maccy’Ds in America and wrestling Kangaroo’s in Australia – I joke…but there are subjects that are more common to conversation in different countries. It is these conversations that you need to tap into to be able to truly interact with your customers.
Know your events and what’s important
Each country and if you drill down to it – each age segment will have different National events that are important to them. Take the UK recently celebrating the Queens 60 Years on the Throne…Teenagers will have just seen the extra bonus of having a day off work, 20 something’s have mixed opinions on the Royale family and so can’t be relied on to be drinking to the queen and not chuffed to have an extra day to nurse weekend hangovers…but the older generations who have a certain respect for the Royals will be commemorating an event in history and attending events to celebrate with like-minded individuals.
There are different ways that brands need to approach and take advantage of these attitudes…usually by displaying that you have the same opinion that they do. It will take some research to find out which events, individuals and interests are important to the segment that you are targeting in an individual country. Then explore the different attitudes towards it and get a feel for what will work best for your brand and your service/product…don't just jump on an event bandwagon because it seems like the right thing to do.
For example, do you think the redesign of Marmites packaging was worth the effort?