How to set up a Global Strategy on Social Media?
PLAN YOUR GLOBAL MARKETING STRATEGY
Discover the brand world through the "mon shu girl" doll
Invite fans to participate in creative contests
Offer exclusive products to your community
TELL YOUR STORY
ENGAGE
MONETIZE
TIGERLILY
The Tigerli ly Platform helps brands to easily drive their social marketing strategies.
Used to manage conversations and run effective campaigns across 60 countries, it optimizes your large-scale actions by providing uniques experiences.
shu uemura is an international cosmetics line, native of Japan.
They use Social Media to expand relationships with their fans, feel close to the brand by listening to their needs and providing them suitable contents: education, entertainment, product information and promotional offers.
SHU UEMURA
Like shu uemura, organize your brand internationally.
Fish where the fishes are:• shu uemura has Facebook, Twitter and Youtube accounts in more than 15 countries all over the world. • As a Japanese brand, they are especially present in Asia.• In China, they are using local social networks such as Weibo and Youku, equivalents of Twitter and Youtube.
+1 worldwide account
TwitterYoutube
Youku
DEFINE YOUR BRAND PRESENCE
shu uemura focuses its presence on networks with a relevant audience, where they can develop the product promotion in accordance with the brand DNA and its main target, young female.
1
Social Media must be managed locally:• Make-up trends• Communication codes• Local calendars• Business operations
MANAGE A CROSS-CULTURAL COMMUNICATION
2
The International division’s role is to :• Define the general strategy• Maintain the consistency of the brand image• Provide assets that cannot be produced locally.
shu uemura cares about local cultures, the strategy can vary a lot depending on where fans live.
MON SHU GIRL HUBInstalled on 13 Facebook pages of the brand
Available in 6 different languages (FR - EN - CN TW - CN HK - JP - KR)
Frequently updated content (video, photos and short messages)
40,586DAILY REACHED PEOPLE
16,271NEW FANS LAST MONTH
1 Global and 13 Local Pages with :• Full localization on Page: cover and profile
photo, apps, milestones, Timeline...• Insights on regional performance
BUILD YOUR SOCIAL MEDIA PARTITION3
But :• Lack of global community• Cluttered in search, fans may
like the wrong page.
The Facebook Global Pages combines the best of Global/Local Strategies and allows brands to :
• Have one Global Page Name, Like Count and PTAT across all pages• Automatically redirect customers to the right local page• Promote your Page with juste one vanity URL• Learn about all customers through one set of Global Insights
FROM ADISTRIBUTEDPRESENCE...
...TO A CONSISTENT GLOBAL PAGE
+
France Japan Malaysia Taiwan Thailand UKRest of the world
Global Page
USA + Canada217,517
STORIES LAST MONTH
22.88%ENGAGEMENT RATE
shu uemura chose the Tigerlily Platform to:
ENHANCE TEAM COLLABORATION4
Adapt your Global strategy to your organization. Establish a personalized workflow at each level to localized experiences.
Define worldwide team workflows
Create master templates for international content
Add tags to organize publications
Filter publications and fans contributions by country, locale, users...
Adapt a post to local (translation, link..)
PROVIDE GEOLOCALIZED EXPERIENCES5
Offer multilingual and geolocalized apps deployed on many pages at once in order to support product launches.
DRAWING CONTESTAn invitation to draw your own interpretation of "mon shu girl"
Available in 8 countries (HK, Malaysia, Singapore, UK, USA, JP, South Korea and Taiwan)
A contest with a high level of engagement
Exclusive shopping area to discover the Holiday collection.
Geo-targeted to 7 countries (EN,CN TW, CN HK and KR).
SHOPPING
351DRAWINGS
4251VOTES
29,072APP VISITS
With a global view on your results:
• Measure and compare your team's performance depending on your KPIs
• Track your team's average performance at each level and compare to industry benchmarks
• Ensure brand consistency across social channels
• Optimize your future campaigns
ANALYZE YOUR PERFORMANCE AT EACH LEVEL6
TIGERLILY INSIGHTS MORE ABOUT INSIGHTSPart of our Social Marketing Platform, Insights is now available for all clients who use “Conversation”.
If you want to learn more about Tigerlily Insights, you can read our blog post : Go further than Facebook Insights
The Tigerlily Platform helps brands to easily drive their social marketing strategies. Used to manage conversations and run effective campaigns across 60 countries, it optimizes your large-scale actions by providing uniques experiences.
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