Last week, we were joined by two speakers from the CIPR’s social media event in London, @twofourseven and @allanschoenberg. They shared their thoughts and experiences working in international, multilingual and multicultural digital communications. Take a look at our highlighted tweets:
@CommsChat Biggest challenge in B2B is listening at a local level. And as @allanschoenberg said, having patience. #CommsChat
As our hour winds down, I want to thank @allanschoenberg @twofourseven and @CIPR_UK for their thoughts on x-cultural social #commschat
@MontseCano @allanschoenberg –> @WeChatApp has signed Leo Messi as their Global Brand Ambassador: http://tfs.me/12dFhYh #CommsChat
@allanschoenberg @CommsChat Yes, a bit like niche sectors. #CommsChat
@CommsChat The biggest challenge is patience…B2B is not B2C. Things take time #CommsChat
@allanschoenberg that is fantastic. Very innovative. WeChat, like @NAVER_LINE are great apps to reach audiences on the mobiles. #CommsChat
@allanschoenberg @twofourseven That’s a bit like Line or Whatsapp, isn’t it? I’m curious, but not everyone has it. #CommsChat
@twofourseven Yes, we have and it works very well. We don’t use it enough though and hopefully that will change #CommsChat
And the final topic of a whirlwind chat: Are there any particular challenges in the B2B environment? #commschat
@CommsChat T6 Make it useful to their daily lives. #commschat
@allanschoenberg I need to ask, does CME use WeChat? #CommsChat
@CommsChat Weibo has also allowed us to aggregate a lot content as well — video, news stories, website #CommsChat
For others, why choose Weibo? #commschat
@CommsChat With Weibo we knew we needed to reach a Chinese speaking audience – not just in China – it was the best choice #CommsChat
@allanschoenberg Agree. Understanding of smartphone penetration by market is central to knowing how constant will be consumed. #CommsChat
RT @CommsChat: And now, a dash through topics 6 and 7…#commschat
CME Group have pioneered the use of Chinese Weibo, could you explain why you decided to use this channel over others? #commschat
T5 It’s hard to manage a social strategy without understanding how your users interact with your content from any device #CommsChat
@klathigra @CommsChat Established but flexible processes, clear roles & responsibilities, crisis planning in advance all help #commschat
@blackbirdsthree Education at all levels is a must, as is willingness to learn. #CommsChat
@twofourseven @blackbirdsthree @CommsChat Money comes slightly close to that. #CommsChat
T5 Mobile is front and center for all that we do digitally #CommsChat
@CommsChat my work sees me being the objective view, delivering global insight and using digital to teach how to listen local #CommsChat
@twofourseven @CommsChat Excellent point Julio – add education (for all org levels) to mix as critical to success #commschat
@CommsChat Fast moving stories, every changing scenarios – especially in crisis situations – make co-ordination a challenge.#commschat
@twofourseven @blackbirdsthree Having a global vision is absolutely vital to success #CommsChat
T5: With continents like Africa switching on to mobile does your strategy significantly change based on consumer technology? #commschat
@blackbirdsthree @CommsChat T4: Biggest challenge (and IMO many orgs face it) is having leader with true global understanding. #CommsChat
@CommsChat And boring but necessary – good systems and process ie knowledge management and doc sharing platforms #commschat
@CommsChat Generic to global teams: ensure all involved & understand strategy, objectives, execution plan + good team comms #commschat
@allanschoenberg That’s always a good idea. #CommsChat
T4: Biggest challenges are traditional ones – listening, planning and activation. Then engaging at local level where appropriate. #CommsChat
@CommsChat Logistics, timing, are they SM people or do they need to squeeze this? #commschat This is my main issue at the moment.
T4 When building your team you need to make the right decisions about who can/should help #CommsChat
T4 Getting the right people! That means a lot of things in terms of interest, location, content and skills #CommsChat
T4) May be obvious, but time difference means a lot of forward planning needed and ensuring all offices receive key messages #commschat
Moving swiftly on to T4 (a good one!): What are the biggest challenges in co-ordinating a global social media team? #commschat
@MontseCano I encourage our team to ask questions. It helps them and me figure things out #CommsChat
T3 One are of concern is translation. Never rely on an automated service. Always get a human to help #CommsChat
@allanschoenberg What I am seeing at the moment is that they need some direction to keep things on track. #commschat
@MontseCano One example is LinkedIn and how we use/help our sales staff to post content #CommsChat
T3: Has anybody seen Nando’s ad from a few years back filmed in The Gulf? Relevant for now! They sought good local advice! 🙂 #CommsChat
For more info on this Thursday’s social media conference including keynotes @tomstandage + @NJones – visit http://bit.ly/187WskW #commschat
@twofourseven Absolutely. You just need to know your product/ idea, and why it’s relevant in that area. Any recent examples? #commschat
T3 That’s very hard to generalize. We rely on internal/external checks and balances on many things #CommsChat
Along those lines, T3: What are the differences in culture that could stop you in your tracks if you ignore them? #commschat
@MontseCano I agree, and one thing we have gotten quite good at is leveraging a cross section of employees globally #CommsChat
@allanschoenberg Agreed & you need local experts – even down to how colour, numbers, imagery etc used so as not to cause offence #commschat
@MontseCano Totally Montse, for exmpl, in Spain some campaigns can be more successful in Barcelona than in Madrid or Bilbao (1/2) #CommsChat
@allanschoenberg That’s much more overlooked than it may look like. #commschat
@lyannatsakiris Welcome to the #CommsChat (h/t @allanschoenberg @CommsChat)
@allanschoenberg @CommsChat yes listening and understanding is key -recognising cultural differences/online etiquette variations #commschat
@allanschoenberg Great point. Also, how content will render. In emerging markets, mobile has higher penetration than fixed line. #CommsChat
@zoemounsey Oh, fantastic! We’re definitely going to have common topics to chat about when we meet IRL! #commschat
@blackbirdsthree Exactly, which is why having employees – not just comms people — help out @twofourseven #CommsChat
@CommsChat The little details always matter most — especially to be locally relevant #CommsChat
@twofourseven @CommsChat Listening is absolutely key — trends, influencers, news, etc. How you can flow into that is important #CommsChat
@twofourseven @CommsChat And understanding local cultural norms is critical for credibility regardless as to comms channel #commschat
@allanschoenberg Even if they both speak the same language. A boot means something different in the UK (as do ‘pants’) #commschat
T2: To build good international content you need local experts to help provide insight into language/issues – never assume #CommsChat
@CommsChat Q2: In my view (said it b4), what is important is listening and learning at a local level. This is often overlooked. #CommsChat
@blackbirdsthree hi, happy to see you at #commschat, due to the timing I struggle to get involved but usually catch up later
@CommsChat The trap is that local platforms may make social seem easier; but it actually can be more difficul to get right #CommsChat
Hope everyone’s enjoying #commschat w/ @twofourseven + @allanschoenberg – you can catch them at our social media conference this Thursday
As promised, quick change to T2: What do you need to consider if you want to build your brand or reputation overseas? #commschat
@allanschoenberg @twofourseven you may get even more passionate, niche communities on smaller platforms #commschat
A great point @allanschoenberg. And good #ContentMarketing only engages when we know what to listen out for at a local level. #CommsChat
Q1 Internal social media incredibly helpful in supporting collaboration & speed for global teams #commschat
@twofourseven A great point. Sometimes a smaller platform can be much more effective — like a @Keek #CommsChat
@blackbirdsthree …exactly. Welcome NZ #commschat
Q1: And don’t forget about content marketing. We can develop and target quickly stakeholders anywhere #CommsChat
Q1 First #commschat & joining from NZ. Social media accelerates spread of info globally & ability to connect x border 😉
@twofourseven @allanschoenberg Even tumblr and pinterest, fanfic sites and deviantart. Twitter and FB are just the most prominent #commschat
@allanschoenberg social media is not all twitter or FB, Vine or instagram, for example, who uses @Keek? #CommsChat
@allanschoenberg V. true. Weibo’s English interface was a huge step toward letting Western companies into Chinese social #commschat
@elliott___fox A better place to start and finish; you can complete the communication circle locally @twofourseven #CommsChat
Q1: I like that we can access and use local resources now in real-time. Like With Weibo #CommsChat
@twofourseven Exactly! Localisation is a much better place to start. #CommsChat
Q1 Social has accelerated globalization a number of ways: always on communication and local content to start #CommsChat
@CommsChat (2/2) private and public, to listen and connect. More importantly, it has connected people at a local level. #CommsChat
Q1: Social has accelerated globalization a number of ways: always on communication and local content to start #CommsChat
@CommsChat I find that social media has connected people, regardless of borders. It has enabled organisations – private (1/2) #CommsChat
It hasn’t. Makes contact with your peers easier, but not to wider world. #skeptic #CommsChat
Communicators no longer choose their audience; interested parties will find, read & interact, regardless of where they’re based. #commschat
@CommsChat A great first question, but I want to flip that question on it’s head and ask if it’s helped localisation? I say yes! #CommsChat
Get your fingers ready for a fantastic social media debate and chime in with your thoughts on int’l comms #commschat
@CommsChat It’s a pleasure, thanks for the invite. This is a great subject. Looking forward to the questions and the debate. #CommsChat
Topic one is: How has social media accelerated globalization? #commschat
We have SEVEN topics to get through tonight, so we’ll do rapid changes to try and get through them all. #commschat
As you may know, Tweetchat is down. Plz bear with me and don’t forget your hashtags! #commschat
@CommsChat Thank you both for inviting me @twofourseven #CommsChat
RT @CommsChat: Welcome @twofourseven and @allanschoenberg! #commschat
Hi all Brittany here. Tonight’s chat is on cross-cultural social media with speakers from @LondonPR‘s Thursday social media event #commschat
CommsChat 
Julio Romo 
Montse Cano 
Allan Schoenberg 
Carol Howard 
Krishan Lathigra 
Daniel Arda 
CIPR 
Lyanna Tsakiris 
zoemounsey 
Elliott Fox 
Vici
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