How to Localize Your Global Store Through Social Media
When localizing your global brand, your employees are your greatest asset. They're in constant communication with customers, taking the pulse of local values and interests. And cheerful, helpful employees will promote your brand better than even the sleekest corporate marketing campaign.
However, it's not enough to have a great in-store team. You need to continue the conversation with local customers on social media to personalize the relationship and keep your brand top of mind. O2 Telefónica UK recently proved the power of social media by earning £90,000 (more than $130,000) in media value within six months of launching a localized, employee-based social media campaign.
Still, many companies fail to use social media effectively.
Corporate vs. Local Marketing
People don't shop for the best-known brands; they shop for popular brands that cater to the local community and are convenient. In fact, one in four smartphone users prioritizes proximity when searching for stores. That's why local mobile ad spending should reach $18 billion by 2016.
No marketing strategy is complete without a strong social component. Research shows that consistently positive customer service is more effective for retaining customers than loyalty programs and general improvements. In fact, nearly 63 percent of consumers choose where to shop based on how friendly the staff is.
Similarly, 78 percent of consumers have chosen not to make a purchase based on a negative customer service experience. What's more, research shows that it takes approximately 12 positive experiences to make up for one poor experience.
Social media recommendations strongly influence consumers’ purchasing decisions. Customers will be more likely to come back if your team builds trust with them.
Getting Employees Involved With Social Media
Think about your social media strategy. Are you focusing solely on your corporate accounts or leveraging your employees’ social profiles and blogs as well? Enterprise companies have approximately 178 potential social assets, but only 25 percent of those organizations train their teams on using these accounts to connect with customers.