The previous article Vol.42 – How to Leverage Twitter to Reach and Engage Glocal Audience was about effectively reaching and engaging global and local (glocal) audience and managing online reputation for business success leveraging Twitter. The article was based on the live experience of the author, who was recently mentioned in a guest blog article by Kathy Meyer (@2cre8 on Twitter) Top 10 Twitter Revelations as someone on Twitter who tweets in English and in her native language.
The focus of this article is Facebook, especially on the difference from Twitter. This article is also based on the live experience of the author.
1. Create an account
Unlike Twitter, Facebook does not allow a person to create multiple accounts, so a single account needs to be created for both global and local audience. In doing so following points need to be carefully considered after self branding/identity concept is established.
1) Bio content and language
Unlike Twitter with multiple accounts meaning bio can be created separately in different languages, only one bio can be created for Facebook, so the content and language need to target both global and local audience. There are three possible options.
(1) Local language bio
This is probably the most ineffective because this is the same option as targeting local audience and would not attract global audience because they would believe the target is local audience.
Possible solution in choosing this option is mentioning such things as English speaking friends are welcome in English at the end of the bio.
(2) Bilingual bio
Since Facebook allows us to create longer bio than Twitter, it is possible to create bilingual bio. As effective targeting, the content of the bio in each language is better if tailored to meet the needs of each customer segment of the language (English and local language). Which language comes first depends on the expected volume of the customer segment (English/global and local).
Bilingual bio is good to cover both global and local audience but with restriction of the total length of the bio the content volume would be extremely restricted. As a result the author did not choose this option, and she has not yet met online friends with bilingual bio although she has bilingual friends.
(3) English bio
If the main target is global audience and/or if local audience is expected to understand some English, English bio is acceptable. Such things as the fact that local language speaking friends are welcome could be added at the end in the local language.
The author chose this option and then filled basic information in English and Japanese because the main objectives of starting Facebook (when Facebook was still not so popular in Japan) included global networking, getting back in touch with her friends from the U.K. and AIESEC, and her Japanese friends from university and AIESEC were mostly bilingual. In choosing this option she conveyed the message that she is Japanese but her main objective of leveraging Facebook is networking and sharing information with global audience, not only local audience.
2. Leverage multiple languages with one account
Managing one account leveraging multiple languages targeting both global and local audience is probably the toughest challenge and issue in leveraging Facebook to reach and engage glocal audience. However, it is not impossible.
1) Choose and use the language for each interaction and updates
Choosing which language to use depends on the target and content of the interaction and updates.
(1) Interaction (sending message and writing on walls of friends)
In this kind of case, apply one-to-one marketing concept and use the language of the target, i.e. the language used by the recipient of the message or by the owner of the wall. If it is English native speaker and/or global audience use English, and if it is local language speaker use the local language.
(2) Updates
This is case by case, depending on the content and target of the update, based on targeting. If the update is of something global targeting global audience, it would be in English. If the update is of something local targeting local audience, it would be in local language. This kind of mixture of language is no problem but appropriate as long as the content is of value to each audience based on appropriate targeting.
2) Bilingual update is a solution in some updates
In some cases when the content is of glocal bilingual update might be better, rationale and effective because compared to Twitter longer updates are possible and less frequent updates are usually made on Facebook, and the introduction/lead part of the link is shown. The author came up with this methodology and now utilizes it quite often, which seems to be working well and effective.
This methodology would deliver the message that the content is targeting glocal audience and that the message is delivered equally and fairly to both global and local audience.
(1) Update without a link
If the update is of glocal without a link (e.g. busy so inactive, attended global meeting), it can a bilingual update instead of two updates in different languages of the same content. This methodology seems to be used in many global companies in sending an e-mail to inform important messages and facts to employees.
(2) Update with a link
The fact that the introduction/lead part of the link is shown in Facebook can be leveraged when the update includes a link, such as sharing a link.
For example, if it is sharing a link in English of information about social media that Japanese people (especially social media experts like many of the author’s friends) might also be interested in, update can be a brief explanation and the author’s thoughts about the link in Japanese then the author’s thoughts in English with the link at the end.
The same concept and methodology can be applied when sharing the link of a new blog written by the author. If it is the English blog posts the author adopts the same methodology as mentioned above. If it is the Japanese blog posts based on her recent experiences, she first writes updates in English with sufficient explanation and background of the link then extremely brief Japanese update, with the link at the end.
The above methodologies seem to be one of the most rationale and effective ways to deliver maximum value and information with minimum volume of updates, with smooth flow and navigation to the link.
3. The author’s final thoughts
There is no one-fits-for-all solution to effectively reaching and engaging glocal audience leveraging multi-languages. Concrete methodology needs to be developed leveraging the characteristics of each social media vehicles, based on basics of marketing such as concept making, customer segmentation, positioning and targeting. Vital requirements in successful reach and engagement include constant yet appropriate frequency updates of content that delivers value to target audience, being social for engagement with the audience, all with customer-focused philosophy.
Saturday, 30 October 2010
Monday, 11 October 2010
Vol.42 – How to Leverage Twitter to Reach and Engage Glocal Audience
The previous 2 articles were about effectively reaching and engage global and local (glocal) audience and manage online reputation for business success. In this article, the author would like to continue the discussion focusing on Twitter.
1. Create multiple accounts
The first thing that needs to be decided with clarity is concept of multiple account and languages, which is about targeting based on customer segmentation,
1) Different accounts to be made for different brands and customer segments
It is better to have separate accounts to effectively target global and local audiences like global companies, although managing multiple accounts requires additional resources. Multiple accounts is possible for Twitter and aligning with their business and brand strategy many (global) companies have multiple accounts, each accounts for specific brands and objectives/target segments etc. Dell is perhaps one of a very good example. For the very same reason i.e. having different twitter account for different customer segment, different account is usually used for different country.
2) Language settings to be performed according to customer segment (global or local)
One thing to note in having different accounts not by brand but by language is language setting, especially when the Twitter backgrounds are the same (like a mirror pages). In order to avoid confusion, it is advisable to ensure that language setting is performed in accordance with the target language of the page. In fact, the author often distinguishes which Twitter account she is working on by the language of the top bar etc. She confirms that she is working on English account targeting global audience from the English top bar texts and that she is working on Japanese account targeting Japan local audience from the Japanese top bar texts.
2. Leverage multiple languages
Managing to leverage multiple languages is one of the biggest challenges in managing different accounts for global and local audience.
1) Try to keeping languages separate in line with the target audience
Unlike websites and blogs, it is more difficult to keep languages (e.g. English and Japanese) separate on Twitter but it is advisable to try to clarify which language is the main language for each Twitter account. This would help delivering the message and clarifying to the audience what kind of customer segment are being targeted. People usually do not follow tweeps whose bio and tweets are in the language they do not understand. They also usually judge from the language of the bio and tweets which geographical segment is the target audience.
Having made Twitter accounts with target language setting, the first step to keep the languages separate on Twitter is completing the bio in separate languages, English and the local language such as Japanese. The next step is to tweet content meeting the needs of the target audience in the language of the target audience, such as English for global audience and Japanese for Japan audience.
2) Mixture of language used is not a big problem
In reality, despite the above 2 steps, the languages of tweets can become a mixture of English and local language (Japanese). This is mainly because of interaction with mixed audience of global and local audience attributing to mixed followers of global and local audience. This is the very case of the author and a few of her online friends, with two accounts, one targeting global audience in English and the other targeting Japanese audience in Japanese. However, it does not seem to be a big problem.
3) Some reasons for the “mixture” of languages seems to include the author’s unique way of tweeting
The primary reason for the “mixture” of the language is the fact that the followers of her English Twitter account started to follow her Japanese Twitter account when she opened the Japanese Twitter account and started tweeting. Her good online friends from the English Twitter account were the first non-Japanese people to start following her Japanese account, which is quite natural; however, she was surprised to find a few, including social media guru, starting to follow her Japanese Twitter account at an early stage. They might have found the account by hash tags such as “LinkedIn” “Twitter” “Facebook” that she included in her bio.
Another possible reason for the “mixture” in the case of the author may be how she tweets some contents. When she introduces information in English to Japanese audience in through her Japanese Twitter account, she includes English headline and links with her brief comment/explanation in Japanese. She does so to introduce first hand information on IT, Internet and social media from western countries that are most advanced in these realms. She also does so to inform her tweeps that she posted an article for her English blog.
Although the percentage is lower, there is a similar phenomenon in her English account; i.e. some Japanese tweeps tweeting in Japanese follows her English account.
3. Result: followers from around the globe would be engaged
As a result, people from around the blog, regardless of location, followers the author. Also, some Japanese followers of social media experts paying attention to up-to-date Internet and social media information have been retweeting with additional comments and western followers have been retweeting the “unique” tweets of the author. The author has been enjoying such interaction and engagement with global and local audiences.
Thus, it can be said that the language mixture is not a big problem and it is the quality of the content (tweet) that counts; i.e. whether the tweet is of value to targeted audience. This may well be highly related to the previous article Vol.39 – Should All Content be Translated For Global and Local Audiences Whatsoever?.
1. Create multiple accounts
The first thing that needs to be decided with clarity is concept of multiple account and languages, which is about targeting based on customer segmentation,
1) Different accounts to be made for different brands and customer segments
It is better to have separate accounts to effectively target global and local audiences like global companies, although managing multiple accounts requires additional resources. Multiple accounts is possible for Twitter and aligning with their business and brand strategy many (global) companies have multiple accounts, each accounts for specific brands and objectives/target segments etc. Dell is perhaps one of a very good example. For the very same reason i.e. having different twitter account for different customer segment, different account is usually used for different country.
2) Language settings to be performed according to customer segment (global or local)
One thing to note in having different accounts not by brand but by language is language setting, especially when the Twitter backgrounds are the same (like a mirror pages). In order to avoid confusion, it is advisable to ensure that language setting is performed in accordance with the target language of the page. In fact, the author often distinguishes which Twitter account she is working on by the language of the top bar etc. She confirms that she is working on English account targeting global audience from the English top bar texts and that she is working on Japanese account targeting Japan local audience from the Japanese top bar texts.
2. Leverage multiple languages
Managing to leverage multiple languages is one of the biggest challenges in managing different accounts for global and local audience.
1) Try to keeping languages separate in line with the target audience
Unlike websites and blogs, it is more difficult to keep languages (e.g. English and Japanese) separate on Twitter but it is advisable to try to clarify which language is the main language for each Twitter account. This would help delivering the message and clarifying to the audience what kind of customer segment are being targeted. People usually do not follow tweeps whose bio and tweets are in the language they do not understand. They also usually judge from the language of the bio and tweets which geographical segment is the target audience.
Having made Twitter accounts with target language setting, the first step to keep the languages separate on Twitter is completing the bio in separate languages, English and the local language such as Japanese. The next step is to tweet content meeting the needs of the target audience in the language of the target audience, such as English for global audience and Japanese for Japan audience.
2) Mixture of language used is not a big problem
In reality, despite the above 2 steps, the languages of tweets can become a mixture of English and local language (Japanese). This is mainly because of interaction with mixed audience of global and local audience attributing to mixed followers of global and local audience. This is the very case of the author and a few of her online friends, with two accounts, one targeting global audience in English and the other targeting Japanese audience in Japanese. However, it does not seem to be a big problem.
3) Some reasons for the “mixture” of languages seems to include the author’s unique way of tweeting
The primary reason for the “mixture” of the language is the fact that the followers of her English Twitter account started to follow her Japanese Twitter account when she opened the Japanese Twitter account and started tweeting. Her good online friends from the English Twitter account were the first non-Japanese people to start following her Japanese account, which is quite natural; however, she was surprised to find a few, including social media guru, starting to follow her Japanese Twitter account at an early stage. They might have found the account by hash tags such as “LinkedIn” “Twitter” “Facebook” that she included in her bio.
Another possible reason for the “mixture” in the case of the author may be how she tweets some contents. When she introduces information in English to Japanese audience in through her Japanese Twitter account, she includes English headline and links with her brief comment/explanation in Japanese. She does so to introduce first hand information on IT, Internet and social media from western countries that are most advanced in these realms. She also does so to inform her tweeps that she posted an article for her English blog.
Although the percentage is lower, there is a similar phenomenon in her English account; i.e. some Japanese tweeps tweeting in Japanese follows her English account.
3. Result: followers from around the globe would be engaged
As a result, people from around the blog, regardless of location, followers the author. Also, some Japanese followers of social media experts paying attention to up-to-date Internet and social media information have been retweeting with additional comments and western followers have been retweeting the “unique” tweets of the author. The author has been enjoying such interaction and engagement with global and local audiences.
Thus, it can be said that the language mixture is not a big problem and it is the quality of the content (tweet) that counts; i.e. whether the tweet is of value to targeted audience. This may well be highly related to the previous article Vol.39 – Should All Content be Translated For Global and Local Audiences Whatsoever?.
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