multilingual social media: my secret weapon · 2019. 5. 1. · born and raised in new orleans...
TRANSCRIPT
PRESENTED BY CHR IST INE ALEX IS
Multilingual Social Media: My Secret Weapon
Lived abroad twiceObsessed with other cultures
CULTURIST
Social Media Manager at DB SchenkerBBA and MBA in Marketing
MARKETING NERD
Christine
SOUTHERN GIRLBorn and raised in New OrleansBrings southern hospitality to all social media
@ChristieAlexis_
A WISE MAN ONCE SAID...
Nelson Mandela
" I F YOU TALK TO A MAN IN A LANGUAGE HE UNDERSTANDS , THAT GOES TO H IS HEAD . I F YOU TALK TO H IM IN H IS LANGUAGE , THAT GOES TO H IS HEART . "
@ChristieAlexis_
multilingual social media
@ChristieAlexis_
an area of social media that allows a brand or company to connect with the consumer in their native tongue on a deeper, more authentic level.
def:
SPEND MOST OR ALL OF THE IR T IME
ON WEBS ITES IN THE IR OWN LANGUAGE
72.1%
SA ID THEY WOULD BE MORE L IKELY TO
BUY A PRODUCT WITH INFORMATION
IN THE IR OWN LANGUAGE
72.4% of consumersof consumers
Add a subheding
SOURCE: HBR, 2017
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SAID SEE ING ADS IN SPANISH VERSUS
ENGL ISH S IGNIF ICANTLY
INCREASES THE IR INTEREST IN
PURCHAS ING PRODUCTS
42%
SELECTED ENGL ISH (US AND UK) AS
THE IR MA IN LANGUAGE
80%of Facebook users
worldwideof Hispanics
SOURCE: FACEBOOK, 2017
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Benefits of MultilingualSocial Media
Your organization will reach the customer on a deeper level in their native tongue.
EXPANDED REACH
The use of Chinese, Spanish, Arabic, and Portuguese is significantly growing
DECREASED USE OF ENGLISH
Using multilingual social media (and linking to blogs) will boost your SEO
MULTILINGUAL SEO
Consumers prefer to buy in their native language.
CONSUMER PREFERENCE
@ChristieAlexis_
Questions to Ask Before Launching
RESOURCESDo we have the resources to sustain the content and adjust to potential growth?
MARKETDoes my product or service have a multilingual audience?
T IMEDo I have enough time to create a multilingual strategy, implement the plan, and have multilingual crisis communications?
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Pre-Launch
USE ANALYT ICS
to understand your audience and what
languages to launch.
RESEARCH CULTURE
to tailor content to each audience (localization).
HAVE CONSISTENCY
by creating a style guide for social media
(tone, hashtags, etc).
@ChristieAlexis_
Pre-Launch
CREATE STRUCTURE
before launching (tracking mechanisms and targeting rules).
INVEST
in translators, your team's talents, etc. Do not use
Google Translate.
HAVE AN ARSENAL
stocked full of at least three months of
multilingual content.
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HOW TO LAUNCH ON A L IM ITED BUDGET
Ballin' on a Budget
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Repeat After Me:I Solemnly Swear to...
HONOR THY CUSTOMER
Knowing your customer reduces acquisition and
retention costs.
USE THY TEAM
Use your team as translators and editors.
Outsource as a last resort.
CREATE ASSETSIN HOUSE
Move all graphics and videos in house.
@ChristieAlexis_
Repeat After Me:I Solemnly Swear to...
TARGET POSTS
Followers will only see content in the languages that they speak which will
result in a better user experience.
L ISTEN & ADJUST
Listen to audience, analyze your page, and adjust
accordingly.
TRACK RESULTS
These numbers show ROI and can help increase your
budget in the future.
@ChristieAlexis_
CAN YOU TEL L US WHY THESE COMPANIES MASTERED THE ART OF MULT I L INGUAL SOCIAL MED IA?
A Little Inspiration:
@ChristieAlexis_
Coca-ColaBRAZIL
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@ChristieAlexis_
SpotifySPAIN
LululemonFRANCE
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Que s tions ?
Linkedin.com/ChristineAlexis2012
@ChristieAlexis_
WEBSITE
Christine - Alexis.com