The complete guide to european social media marketing

A publication of

SOCIAL MEDIA MARKETING IN EUROPE

THE COMPLETE GUIDE TO

How to Run Social Media Campaigns for a European AudienceG

Introductory content is for marketers who are new to the subject.

This content typically includes step-by-step instructions on how

to get started with this aspect of inbound marketing and learn its

fundamentals. View our introductory webinar Social Revolution:

Connecting with Today’s Customer.

INTRODUCTORY

IS THIS BOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description to determine if

your level matches the content you are about to read.

Intermediate content is for marketers who are familiar with the

subject but have only basic experience in executing strategies and

tactics on the topic. This content typically covers the fundamentals

and moves on to reveal more complex functions and examples.

After reading it, you will feel comfortable leading projects with this

aspect of inbound marketing.

INTERMEDIATE

Advanced content is for marketers who are, or want to be, experts

on the subject. In it, we walk you through advanced features of

this aspect of inbound marketing and help you develop complete

mastery of the subject. After reading it, you will feel ready not only

to execute strategies and tactics, but also to teach others how to

be successful.

ADVANCED

THE COMPLETE GUIDE TO EUROPEAN SOCIAL MEDIA MARKETING2

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HubSpot brings your whole marketing world together in one, powerful, integrated system.

HUBSPOT’S ALL-IN-ONE MARKETING SOFTWARE

Get Found: Help prospects find you online Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing. More: See marketplace for apps and integrations

LEADGENERATION

UBLOGGING &

SOCIAL MEDIA

q

MEMAIL &

AUTOMATIONSEARCH

OPTIMIZATION

s

MARKETINGANALYTICS

YLEAD

MANAGEMENT

gRequest A Demo Video Overview




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THE COMPLETE GUIDE TO SOCIAL MEDIA MARKETING IN EUROPE

By Diana Urban

Diana Urban is the Head of International

Marketing at HubSpot. She is responsible for

generating traffic and leads outside the U.S.,

creating content for a global audience, and

developing marketing strategy for international

expansion.

Previously, Diana was on HubSpot’s User

Experience team, where she managed

and created all of HubSpot’s tutorials and

documentation, making it easy for customers

to learn how to create marketing campaigns in

HubSpot’s inbound marketing software.

Diana is a regular contributor to the HubSpot

blog, and maintains her own social media blog

U Stand Out.

FOLLOW ME ON TWITTER@DIANAURBAN




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CONTENTS

HOW TO CREATE A EUROPEAN SOCIAL MEDIA STRATEGY /8

HOW TO ORGANISE YOUR ASSETS AND CHANNELS /15

HOW TO SET UP EUROPEAN TARGETING ON FACEBOOK /22

HOW TO SET UP EUROPEAN TARGETING ON LINKEDIN /37

HOW TO SET UP EUROPEAN TARGETING ON TWITTER /50

HOW TO DEVELOP A CONTENT STRATEGY FOR SOCIAL MEDIA /61

CONCLUSION & ADDITIONAL RESOURCES /69





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Why should you create a European social media strategy?

When creating marketing campaigns of any sort, it’s important to understand

who your audience is. Social media is a great way to connect with your audience

and have a two-way conversation. However, it can be easy to forget that not

everyone who finds your social media pages will speak your language, or be able

to relate to your region’s latest trends. If you’re only targeting a local audience,

that’s ok.

But what if you’re targeting an International audience? What if you’re in a

country in Europe and need to branch out to other markets to scale? What if

you’re in the U.S. seeking the attention of a French and Spanish audience?

When targeting multiple nations, there are several challenges to plan for:

Being understood by an audience that speaks multiple languages

Reaching an audience that lives across multiple time zones

Supporting different interests, cultures, and regulations

Segmenting social media efforts to the right audiences

Prioritising your efforts in accordance with your resources





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Creating a European social

media strategy early on will

help you plan for all of these

challenges, and will keep

you from overextending your

resources.

This guide’s purpose is to help

European marketers create a social

media strategy that caters to their

audience, whether in a specific

country or across multiple nations.

wGB





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CHAPTER 1

HOW TO CREATE A EUROPEAN SOCIAL MEDIA STRATEGY





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What steps should you take when creating your European strategy?

?Establish your overall social media

strategy before you start tweeting,

updating your Facebook status in

multiple languages, or creating tons

of new pages for each target country.

.

Setting a strategy ahead of time will ensure that you can launch, optimise, and

measure your global campaigns’ success without getting overwhelmed.

Social media shouldn’t be overwhelming. It should be fun.





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DEFINE YOUR AUDIENCE1It is essential to first determine how

to segment your audience based on

their region or language. The following

are example questions that must be

answered internally before you begin

working on your social media strategy:

Which countries do you want to focus on?

Where does the majority of your current customer base live?

Where does the majority of your non-domestic customer base live?

Is there opportunity for your product or service to extend to other nations?

Are you already getting leads or prospect interest from other nations?

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Define the goals of your social media

strategy. Setting goals in advance will

help keep your social media team

accountable and increase your likelihood

of success. Having a strong unified

approach will help you shape the strategy

for each country you’re targeting.

Decide if the primary goal of your social media campaign is to:

Generate more traffic for your website from social media platforms

Increase your brand exposure by getting more followers and engagement

Tap into new markets via social endorsements and paid advertising

Provide a customer service platform on your social profiles

You might decide that one of these goals is a higher priority than the other three, and

this could help you decide how to cater to your audience across multiple countries.

SET YOUR SOCIAL MEDIA GOALS2

Y





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If you decide to target multiple

nations that speak different

languages, you’ll have a few

decisions to make:

Should your blogs be in multiple languages?

Should you create a new social profile for every language?

Should you monitor social media platforms in multiple languages?

Keep in mind that nine out of ten European internet users prefer browsing in their

own language, so if you want to engage an audience in non-English speaking

countries, you need to speak their language.

Your decision will depend largely on your resources and the bandwidth of your team,

but remember to focus on delivering ROI. For example, if you have very few prospects

in Spain, it might not be worth setting up a separate Spanish-language blog. However,

if your company has a large growth potential in Spain, it might be worth testing out.

CHOOSE YOUR LANGUAGES3

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If your business targets customers in countries foreign to yours, learn about the

different countries’ cultures to understand what appeals to them versus your country.

Certain markets are much more difficult to break into than others and may require an

agency to get you a head start. If the business culture requires an agency to get you

started, don’t be afraid to work with one.

Identify the most relevant social networks in each country you’re targeting. Don’t

feel pressured to set up a new profile on each social network for every country you’re

targeting. This is the wrong way to implement your international social media strategy.

Instead, choose your social networks wisely. You can always grow your reach across

more platforms as you prove the ROI of the networks you get started with.

Also, don’t be afraid to test the waters in different social networks. If you have the

bandwidth to test out a new social network, go for it. After three months, you can look

at the data and see if it’s worth continuing your efforts on that network.

LEARN CULTURAL DIFFERENCES4

CHOOSE SOCIAL NETWORKS5





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Which of these social networks will

you be able to segment by location or

language? For example, Facebook allows

you to segment each post by country

and/or language, making it possible to

use only one Facebook page for your

entire global audience. Chapter three of

this ebook will show you the localisation

features of the most popular social

networks around the world.

Now aren’t you glad you didn’t rush off and

create ten different Facebook pages for each

country you’re targeting? GKNOW LOCALISATION CAPABILITIES ON EACH SOCIAL PLATFORM 6

@





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CHAPTER 2

HOW TO ORGANISE YOUR ASSETS AND CHANNELS





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Ready to launch your global social media campaigns? Here’s how to get started and keep organised.

Don’t start tweeting yet! First it’s

important to define a clear social

media execution plan.

If you’re targeting different channels for different audiences, things can get

complicated very quickly. You should know which social media profiles go

together, which pages on your site you should be linking to, and how all of your

campaigns tie together.

Here’s how to keep your international social media strategy organised.

o





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Defining a hub on your website for each

audience segment will help keep things

organised. The hub is most commonly

a blog, but can also be a forum or a

community page that you maintain.

Your hub for each audience segment should be written in the most commonly spoken

language of that segment. All of your new content will be posted there first, and it will

be a key part of your SEO strategy. Check out HubSpot’s ebook on International SEO

if you would like to learn more about how to optimise your blog. Each blog post should

have a call-to-action linking to a landing page.

If you don’t have the resources to create a dedicated blog for each region or language

you target, default to the secondary language of that region or English. English

is the most widely-used language in the world, and is the dominant language of

international business and global communication.

DEFINE A HUB FOR EACH AUDIENCE1

`HUB




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In an ideal world with unlimited resources, you’d have a different blog for each region

you’re targeting. But in the real world with budgets and limited bandwidth, you need

to be strategic about how you group regions by interest or language.

English blog: United States, United Kingdom, Ireland, Canada

Spanish blog: Spain, Mexico, Argentina

German blog: Germany, Belgium, Austria, Switzerland

Note that for each blog, you should choose one dialect and stick to it. For example,

people in Spain and Latin America speak different dialects of Spanish. Ideally, you’d

cater to each audience separately. If you don’t have the resources to do so, choose

one dialect for your Spanish blog. Make this decision by comparing the size of your

customer bases in Spain and Latin America, and prioritise based on where the

biggest opportunity for growth exists.

Don’t spread yourself too thin,

especially in the beginning. If you’re

just launching your website, start

with one blog in English and add

blogs later as you build momentum. ENG





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BLOGGING TOOLS CAN HELP YOU BUILD AN AUDIENCE FASTERf

HubSpot’s blogging software makes it easy to create remarkable content that will help you get found. You can also create as many blogs as you’d like, so you can create and manage one for each language you’re targeting.

Blogging Tool: Create one or several blogs

and easily create new posts.

Blog SEO Tips: Get SEO tips and best

practice pointers as you type your blog posts.

Blog Analytics: Measure your blog’s

performance and see how much traffic each

post generated.

3

3

3

See Blog Tool in Action

Read More





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Next, decide which social networks to target for each region. Determine the number

of social media profiles you will create based on the resources you have at your

disposal. Putting your efforts into one Facebook page, for example, will allow that

page to build momentum and grow a fan base much faster than if you had five

different Facebook pages to maintain.

Let’s say your company targets audiences that speak English, Spanish, and German.

You might choose to:

Have one Facebook page in English

with language-targeted updates

Have one LinkedIn Company Page in English with localised

product pages and language-targeted updates

Create separate Twitter profiles in English, Spanish, and German

Have one Tuenti profile in Spanish

By localising your Facebook and LinkedIn profiles, instead of creating separate

profiles in each language, you’d now have to manage six social profiles instead of ten.

CHOOSE SOCIAL SITES TO TARGET FOR EACH REGION2





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Now that you’ve defined your blogs and social profiles, it’s time to tie them together.

Create a map so you know which social profile should link to which blog on your site.

LINK YOUR BLOG AND SOCIAL PROFILES3

ENGLISH BLOG

U U

YOURSITE.COM/BLOG-US YOURSITE.COM/BLOG-ES

ENGLISHSPANISHGERMAN

SPANISHBLOG

U

* ** *

Localised updates wil be made in native language on English page*





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CHAPTER 3

HOW TO SET UP INTERNATIONAL TARGETING ON FACEBOOK





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Optimise your Facebook page for an International audience

Some of the most popular social

networks, including Facebook, have

localisation features that enable you

to target your updates and/or pages

to specific groups of people. These

groups can often be specified by

geography or language.

These localisation features are fairly new to Facebook. This chapter will provide a

step-by-step walkthrough of how to use each one, but keep in mind that Facebook

may make slight UI tweaks that make the actual interface a bit different from the

screenshots in the instructions.

x





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Facebook provides several localisation features

that make it possible to use only one page

for your entire European audience instead

of a page for each language or region you’re

targeting.

On your Facebook page, you can target each of your updates by language and/or

geography -- as specific as country, state, and city. Once you target your update, only

the audience you specify will see it in their newsfeed. People not specified will not see

that update in their newsfeed.

Yet, targeted updates will be visible to everyone when they look at your Facebook

page Timeline, regardless of their location or language. However, this isn’t something

to be concerned about. Fewer than two percent of people go back to your fan page.

The vast majority of your fans will be consuming your content, clicking your links,

liking your photos, etc. within their own newsfeed. Creating targeted updates will

increase engagement and grow your fan base faster. Focusing on growing your fan

base on one page will build momentum faster than trying to manage multiple pages.

TARGETED TIMELINE UPDATES1




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To target one of your Facebook updates, select the targeting icon under your update.

Then, click Add Targeting and select Location or Language from the drop-down menu

to localise your post for a segment of your global audience.

1

2





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If you chose Location, click the All Locations link that appears. Select Country,

Region or State, or City. Type the name of the location, and select the correct

location from the drop-down menu. You can add several locations by repeating this

process. Then click Choose Locations.

If you chose to target by language, type in the name of the language, and select

the correct language from the drop down menu. You can add several languages by

repeating this process.

3

4





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Remember: you can target by both location and language. In this example, we’re

targeting Spanish-speaking people located in Spain. When finished, click Post.

Now, only your targeted audience will see this update in their newsfeeds.

5

6





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If you decide to create a separate

Facebook page for each language you

target, have each page “like” your other

pages. This will make it easy for fans to

find each of your pages, as they have a

permanent placement near the top of

your page’s Timeline called Featured

Likes.

To create this section, click Edit Page at the top of your Facebook page and select

Update Info from the drop down menu.

LINKING MULTIPLE PAGES TOGETHER2





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Click Featured in the sidebar. Then hit the Add Featured Likes button. In the pop-up

that appears, select the pages you want to link together.





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As you execute your

International Facebook

marketing campaigns, it’s

important to consistently

track your progress so you can

determine the ROI of these

campaigns. There are a few

metrics you should track each

month:

Fan base growth of target countries and languages

Engagement of targeted updates (e.g. number of “likes”)

Reach in your target countries and languages

Conversational growth (e.g. “talking about this” or clicking “share”)

To access your page’s analytics, go to your Admin Panel and click See All on top of

the Insights section.

TRACKING YOUR INTERNATIONAL FACEBOOK MARKETING CAMPAIGNS3

Z





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Each report has a Countries and Languages section.

On the first of every month, track your progress in a spreadsheet so you can see if

your campaigns are effective at driving fans, engagement, and reach in your target

markets. Don’t forget to look at your full-funnel analytics as well. Find out if you are

generating leads and customers from your Facebook campaigns.







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Not every business will elect to

run paid advertising on Facebook,

especially if you have a limited

budget and are looking to build

your fan base and engagement

organically. But if you do, you should

know how to target your paid ads by

region or language.

Facebook ads can target a specific group of people, increasing the return on your

investment as you are targeting the people that are most likely to click and download

your content.

LOCALISING PAID ADS ON FACEBOOK4

$





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TARGET BASED ON COUNTRY

Facebook enables you to not only target by country, but also by a specific city

within that country. Local companies can benefit greatly from this feature,

targeting only the people who live in a desired area.

To use this feature, start in the Facebook Ad Manager and select the offer you

want to promote. Then, select the country and/or cities you want to target.





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TARGET BASED ON SPECIFIC INTERESTS

You can further specify your ads by targeting only people with specific interests.

Once the country and offer is selected, chose Precise Interests. You can type

in specific interests in this field and select as many as you want. Facebook will

come up with suggestions for you below the search bar.

The number of people targeted in a specific campaign will appear on the right.

Make sure your campaign isn’t so targeted that your audience is too small to

return any customers to your brand.





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You then can target

people based on their

connections -- whether

they are connected to your

brand, have a friend who is

connected to your brand, or

Anyone (connected or not).

Each type of connection targeting has its own benefits:

3 Targeting Anyone: you will get the most reach.

3 Targeting People Connected to Your Brand: get a message out to people

who are friends with existing fans -- these ads will include the social

endorsement element, which is very powerful

3 Targeting People Not Connected to Your Brand: increase brand awareness

where it currently doesn’t exist

3 Targeting Friends of Connections: get a message out to people who are

friends with existing fans -- these ads will include the social endorsement

element, which is very powerful





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BUDGET & PAYMENT

Finally, set up your budget and schedule

your ad. Set a budget that isn’t too high so

you don’t use all your spend on just a few

clicks. Don’t aim too low either -- then you

may not reach the amount of people you’re

looking for. Adjust your campaign during its

first few days of it being live to determine its

optimal times and costs.

You can pay on a cost-per-click basis or a cost-per-thousand impressions basis.

Cost-per-click means you pay when a user clicks on your ad. Cost-per-thousand

impressions means that you pay each time your ad is seen a thousand times.

t





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CHAPTER 4

HOW TO SET UP INTERNATIONAL TARGETING ON LINKEDIN





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Optimise your LinkedIn page for an International audience

If you’re using Linkedin Company

Pages to promote your business,

you have two primary localisation

features available to you.

Since on LinkedIn it’s best not to create

multiple company pages anyway, these

features allow you to target your global

audiences in a way that was never

possible before.

IN





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On your LinkedIn Company Page, you can

target each of your shared content updates

by geography -- as specific as densely

populated areas within each country.

Note that at this time, it isn’t possible

to send targeted updates by language,

but you can get close enough if you

target the right regions.

With LinkedIn’s targeted content updates, only the

audience you specify will see your update in their

LinkedIn newsfeed. People not specified will not see that

update in their newsfeed.

To really master targeted updates, target your primary-language updates, too. Keep

a printout of all of your lists nearby so you can easily remember which countries/

languages to include in each update.

TARGETING SHARED CONTENT1





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To target one of your LinkedIn updates, toggle the Share With drop-down menu and

select Targeted Audience.

Then click Geography and select up to ten regions. You can select entire continents,

individual countries, and/or specific regions.





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Now only your targeted audience will see this update in their LinkedIn newsfeeds.

TARGETING YOUR COMPANY’S PRODUCT PAGE2

One of the most under-utilised features of LinkedIn Company Pages is the ability to

target your company’s product page based on demographics, such as geographic

location, job function, and industry. In doing so, visitors to your Company Page will

only get shown the products that are most relevant to them, increasing their chances

of clicking on a link. Leveraging this feature will help you create a more targeted and

optimised experience for your page visitors. When used correctly, it’s an amazing way

to convert your social media prospects into more qualified leads.





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Note: You’ll need to add the products/services you want to feature to your Products

page prior to setting up your targeting options. To do so, click Add a product or

service in the Admin tools drop-down menu in your Products tab.

On the Products page, click Create New Audience.





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Now it’s time to build your audience. Name your target audience on the first tab (e.g.

“Spain”), and then click on the Geography tab. The Geography category can zone in

as specific as greater metropolitan areas. When you’re finished, click Save and exit.





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After you’ve finished selecting your targeting preferences, tailor your message to that

specific audience segment. Make sure your new audience is selected.

Here, it’s important to make sure that you craft a message that will intrigue members

of this specific audience and address their particular needs.

What wouldn’t you be able to originally say on the DEFAULT audience tab because

it would alienate other potential customers? Now is your chance to say it. In your

messaging, show how your company’s products and services can fulfill that specific

audience’s particular business needs.





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After setting up the messaging for your target audience, choose the specific products

and services that particular audience segment would be likely to convert on. Don’t

limit these to just your products and services, either. Consider featuring product

demos or trials as well as offering ebooks you’ve written or webinars you’ve hosted.

Are there any offers that you created to generate a specific type of lead, or a lead in a

specific region? This is a great place to promote it. LinkedIn allows you to include up

to five products/services on each targeted page variation.

As mentioned earlier, you’ll need to add these products/services to your products

page prior to setting up your targeting options. To do so, click Add a product or

service in the Admin tools drop-down menu in your Products tab.





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On the Page Insights and Follower Insights report on LinkedIn -- both of which can

be accessed via the Admin Tools drop-down -- you can view demographics data by

Region. Unfortunately, LinkedIn’s reporting tool isn’t quite as robust as Facebook’s so

you can only see the top five regions that are representative of your audience.

You also cannot export your insights to dig deeper.

TRACKING YOUR INTERNATIONAL LINKEDIN MARKETING CAMPAIGNS3





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LinkedIn provides a powerful ad platform that can bring you great results when you

are targeting the right audience. To use LinkedIn for advertising, simply create an ad

manager account within your current LinkedIn account, and start creating ads.

Once in the ads platform on LinkedIn, creating an ad campaign optimised for a

specific country is very simple. First, select a name and language for your ad. The

language feature on LinkedIn is new, allowing your ads to be written in another

language, thus optimising ads for non-English speaking countries.

LOCALISING PAID ADS ON LINKEDIN4





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You can then create up to 15 ad variations.

Follow these best practices:

3 Add an image to help increase the

click through rate on your ads, as people

are drawn to visuals more than text. And

images don’t have to be translated.

3 Make the headline and copy of your ad

interesting. Include your company name so

people will know who the ad is from.

3 Target people not connected to your brand: increase

brand awareness where it currently doesn’t exist.

3 Target friends of connections: get a message out to people who are

friends with existing fans -- these ads will include the social endorsement

element, which is very powerful.

3 Create multiple variations of each ad so you can test different aspects of

the ad in order to get the best click through rate.

2





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After a few days, the ads that have lower clicks can be turned off, leaving only the

most successful ads running. Once your ads are written, work on targeting your ads to

the correct people. First, you can target to specific continents, countries, and cities.

Just like your targeted status updates and company product pages, targeting ads by

language is not currently possible. However, you can get pretty close if you target the

right regions.





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CHAPTER 5

HOW TO SET UP INTERNATIONAL TARGETING ON TWITTER





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Optimise your Twitter strategy for an International audience

Your international marketing approach on

Twitter will need to be different than that

on Facebook and LinkedIn because of its

limited targeting capabilities.

In fact, international targeting on Twitter

is nonexistent unless you’re running paid

ads, or tweeting at someone in particular

with an @ reply.

B





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Due to Twitter’s lack of targeting features, create a separate profile for each language

in the regions you’re targeting. Your entire follower base will see each of your

updates, so if they only understand one-third or one-fourth of your updates, they’re

likely to unfollow you -- or not follow you to begin with.

Recruit local help, or at least employees who speak the language fluently, to manage

each of your Twitter profiles. An effective Twitter strategy requires not only quick

responses to your followers, but also constant monitoring of trending topics in the

region you are targeting.

CREATE A NEW TWITTER PROFILE FOR EACH TARGET LANGUAGE1

UU U





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Twitter’s search tool now offers the

ability to run advanced searches so you

can monitor the conversation about

your company or brand by language

and/or region.

Just go to http://search.twitter.com and click

Advanced Search below the search bar.

MONITOR CONVERSATIONS WITH ADVANCED SEARCHES2

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http://search.twitter.com

http://search.twitter.com


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On the Advanced Search page, enter a search term that you would like to monitor.

Then select the language you’d like to monitor the conversation in.

At the bottom of the page, enter a country, state, or city name you’d like to monitor.

After you click Search, you’ll see your search results.

You can click the tool icon near the top of the screen and click Save Search to refer

to this search later. You can also copy the URL of that page and send it to any local

contributors you’ve recruited to monitor the conversation in that language or region.





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To easily manage multiple Twitter accounts, use a service that allows you to:

Publish and schedule tweets for multiple accounts

Give other administrators access to your Twitter accounts

Collect click and engagement data for each of your Twitter profiles

It’s hard to find the time to get social media right when you’re hopscotching between

tools. When all your social media activity is in HubSpot, all that tweeting, posting and

replying gets a lot easier. HubSpot’s social media tools were designed specifically for

marketers. We started with the core needs marketers have and built in the one thing

noticeably missing from every other tool available today: Integration with a powerful

contact database. Because HubSpot is a completely integrated platform, social media

becomes a serious marketing tool.

HOW TO MANAGE MULTIPLE TWITTER ACCOUNTS3




www.hubspot.com/products/social-media-contacts/?source=hseb-ebooks-product-placement



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3

3

3

SOCIAL MEDIA TOOLS HELP MANAGE AND TRACK YOUR TWEETSw

It’s hard to find the time to get social media right when you’re hopscotching between tools. When all your social media activity is in HubSpot, all that tweeting, posting and replying gets a lot easier.

Scheduling Tools: Bulk schedule tweets for multiple

accounts in different languages.

Social Nurturing: Segment your social media leads

and follow up with relevant content.

Social Media Analytics: Collect data that shows

which social channels deserve your time.

See Social Tools in Action

Read More




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http://bit.ly/OCub8m



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On Twitter, promoted Tweets can be targeted to search results, timelines, and profiles:

SEARCH RESULTS

A specific hashtag is purchased, and your tweet will be promoted whenever

someone searches for that word

TIMELINES

Promote your tweet on the timelines of people who are in your targeted audience

PROFILES

Make your promoted tweet appear at the top of your profile at all times

LOCALISING PAID ADS ON TWITTER4





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To dive deeper into the targeting options on Twitter, we will look at a promoted tweet

in a timeline. First, set the interests of your target audience. This is a new feature on

Twitter that will target people who are interested in specific things.

In this example, we’re targeting the broad category of people who are interested in

Landscaping. You can also target specific @usernames. This will promote your tweet

to people who are similar to the followers of a particular username, which can be

used to target a niche market.

Once your targeting is set up, you can chose the locations in which you’d like your

tweets to be promoted. This can be as broad as a country or as specific as a town

within a country.





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In this example, we’re targeting both the country Scotland, and the city of London.

Our tweets will appear to people who are located in these two areas.

Next choose what tweets you would like to promote. You can create your own tweets

in this ad platform or use a tweet that was already tweeted organically.





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After selecting your tweets to promote, set your budget and timing. Remember to

change the time zone of your tweets according to your current location to align the

time stamp in reporting features to your actual location.





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CHAPTER 6

HOW TO DEVELOP A CONTENT STRATEGY FOR SOCIAL MEDIA





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How to increase engagement with targeted and relevant content

Now it’s time to make sure your content strategy

aligns with your channel strategy.

Whether you are posting content on one of your

international blogs, Facebook pages, or Twitter

profiles, there are certain content creation best

practices for international audiences that you

should keep in mind.

It’s all about being highly targeted and relevant. If you can talk to each of your

audiences about what they care about, you’ll garner the best results from your social

media campaigns.

W





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Don’t simply take a blog post from

your English blog and copy/paste

it into Google Translate for your

Spanish blog, or vice-versa. Same

goes for Tweets and Facebook

status updates.

Your content will sound Google Translated to anyone who speaks the language

natively. Get help from someone who is fluent in the language you’re creating content

in. Here are some translation service providers you could choose from:

3 Milengo - http://milengo.com

3 Translations.com - http://translations.com

3 Lingo24 - http://lingo24.com

3 Verbatim Solutions - http://verbatimsolutions.com

PROVIDE NATIVE TRANSLATIONS1

H





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American and British folks may speak the

same language, but there are nuances that

are important to address (color vs. colour,

optimization vs. optimisation, etc.). To all you

U.S. readers: you thought we were misspelling

“localise,” didn’t you? *Wink.*

USE CORRECT SPELLING VARIATIONS2

>You shouldn’t mix languages on the same blog. Even though you might think this

might make your blog “global friendly,” it will not help your overall user experience.

Mixing languages on social networking sites is more acceptable because when you

send out an update, it’s mostly consumed via users’ newsfeeds, not via your page or

profile itself.

USE ONE LANGUAGE PER BLOG3





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An image doesn’t need a translation.

Pictures and graphics are much

easier for international audiences to

understand, especially if you’re not

creating separate profiles for each

region or language.

3 FACEBOOK

Use the photo share functionality and make

sure your cover image portrays your brand well.

3 TWITTER

Use TwitPic or Instagram to frequently share

photos with your Twitter followers from around the world.

3 LINKEDIN

Share URLs in which the pages have an enticing image;

the image will be automatically pulled into the post.

USE IMAGES WHEREVER POSSIBLE4

P





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Make sure that you are informed about hot topics and sensitive issues in each of your

target markets, or hire someone to specialise in each market. Also, make sure you’re

only posting relevant content for each audience -- a news story in Australia may not

be relevant to your audience in Ireland.

Each of your interenational blogs and social media profiles should contain topics

relevant to that audience. On your blog you can include pieces such as:

3 Educational guides, which can be applicable to multiple audiences

3 Thought leadership pieces that are new to certain cultures

3 Industry news from relevant regions

3 Product updates relevant to the region

Figure out what certain colours mean in different countries before designing

your blog and social media profiles. In most of Europe and the Americas, white is

associated with purity and marriage. In Japan, China and parts of Africa, white is

traditionally the colour of mourning.

BE RELEVANT5

LEARN COLOUR CONNOTATIONS6




http://mashable.com/2010/11/01/international-marketing-online/


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Recruit guest bloggers from each region

to provide local insights that you can’t

provide yourself. This will keep the

content on your international blog fresh

and varied, and relevant to the local

audience. Also, with guest bloggers

come inbound links from global domain

extensions, so it will give your blogs an

SEO boost.

Recruit local help to manage and monitor your foreign-language interactions.

Translation services are great for the content schedule you push out each month,

but they’re no substitute for native social engagement, especially if you’re using your

social profiles as a customer support resource.

GET LOCAL CONTRIBUTORS7

+





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Your ultimate goal of participating in

social media is likely to drive traffic

back to your website so you can convert

visitors into leads. Make sure you link to

the corresponding blog in the About Us or

URL sections of your social profiles.

Also, link all of your social media

channels for each language together.

Your goals here are to:

3 Make it easy for people to find your other channels in their language.

3 Make it easy for people who have landed in the wrong place to

find the channels most relevant to them.

INTERCONNECT EACH ASSET WITH LINKS8

A





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CONCLUSION & ADDITIONAL RESOURCES





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Are you ready to reach a European social media audience?

After reading this ebook, you should be able to prepare a European social media

marketing strategy that will empower you to reach an International audience.

Not only have you learned how to create a European social media strategy, but you

have also learned how to use the localisation features of the most popular social

media sites so that you can spend your time creating remarkable content rather than

managing too many profiles.

Finally, you’ve learned the best practices of creating content for an International

audience. Remember, it’s important to be relevant to each audience, and make

sure you have local help to keep it a two-way conversation rather than a one-way

broadcast.





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