Social media campaigns that launch on a global basis require a significant amount of experience and skill to succeed. While brands and agents might have wonderful ideas to creatively connect with their customers, if they don’t have a solid system to deliver the same voice and marketing strategies worldwide, then global campaigns can quickly turn into an inconsistent mess. Managing your global campaign means adapting the right framework and strategy. For instance, the “hub and spoke” model for social media delivery is often one of the best options, as it allows large companies to take a central approach to global communications, while adapting each arm to suit the needs of individual regions and countries.
The “Hub” of a Global Campaign
The “hub” component of a global social media campaign is the command centre of the whole experience, where a brand and their agencies come together to define strategic goals for implementation and management. The central team will create the overarching strategy for the campaign, along with social media guidelines and creative concepts. This ensures consistent quality throughout each channel.
A global hub can also ensure that each part of a company’s social media team knows which metrics they should be gathering for long-term success.
The Spokes of Global Campaigns
While the hub is the heart of a global social media campaign, the spokes are the local teams that exist in diverse geographical locations. These spokes are responsible for implementing the overarching strategy created by the hub, but they also need to provide consistent feedback so that the organisation can continue to evolve.
Spokes in a global social media campaign need to check the content they’re sharing against local guidelines and expectations. These professionals must judge how their specific audience will respond to and engage with a campaign. What’s more, the spokes of a global social campaign will also need to be ready to ensure the consistent success of the campaign or project.
In a worldwide initiative, each team must know the escalation process involved in addressing issues with their central hub, and who they can contact at certain times of the day. The spoke teams are responsible for measuring success in a campaign against the objectives that are set by the overarching hub team.
Localizing and Optimizing Global Campaigns
While companies launching a global initiative need to maintain a consistent personality throughout all their dispersed social channels, they also need to customize each spoke in the campaign to ensure that local audience respond as well as possible. After all, local legislation and different cultural attitudes can come into play when brands need to make important decisions on how to communicate with their customers.
Importantly, once a campaign is up and running, companies need to make sure that they’re ready to listen to local teams around the world and respond accordingly. From this point onwards, the hub team can give customized responses on how to structure regional content. If the central hub doesn’t know enough about regional content, they won’t be able to offer new ideas for business growth.