AVOIDING GLOBAL SOCIAL FAILURE

YOUR JOB IS HARD!

CULTURE IS…Traditions, Norms, Taboos, Social Structures

TRES LANDMINESScale, Language and Measurement

SCALE?If we can just build one strategy and translate it we can do more for less.

LANGUAGEIdea A worked in the USA. Lets just do it in French?

MEASUREMENTSuccess is always measured this way!

Social Media is powerful…When people feel like the messages are for them

“A Black Family is not a White Family with Brown Skin.”

http://www.npr.org/sections/money/2015/05/29/410589806/episode-628-this-ads-for-you

Too many companies use social platforms in ways that irritate, rather than attract, customers

THREE SOLUTIONS

Your customers like your brand are unique.Avoid a one size fits all approach

JUST BECAUSE IT IS A SELFIE; DOESN’T MEAN SHE IS POSTING IT ON FACEBOOK

Consider your ability to speak directly to the customer.If you don’t even know what Weibo is than maybe you don’t belong in China.

CONTEXTA translation only approach rarely accounts for the calendar issues or social issues related to event driven marketing.

Is it Christmas yet

THINGS TO REMEMBER:• Less is MORE• Build in the right NEIGHBORHOOD• CONTEXT is critical