It is no secret that addressing local communities with specially tailored messages creates more engagement and virality. However, maintaining a coherent and homogenous brand image while conducting local social media campaigns can be rather complex: You have to manage numerous teams, often based in different countries and time-zones, and address very different audiences.
To deal with local marketing, most large brands tend to adopt the Cooperation Model of marketing in which social media marketing tasks are split between the head quarters and local branches. In doing so, many businesses – such as L’oréal Luxe and Deezer – trust Tigerlily to help them achieve their goals.
We help you distribute the workload between various teams.
With the Tigerlily app, you can easily create user groups with different access and rights to your different social media channels and applications. You can choose to create groups for all the different countries you operate in for instance. We advise you to apply subsidiarity as much as possible to maximise efficiency
In each group, you can change the various rights that employees have on the application: publishing rights (full rights, writer-only or none), moderation rights (full rights, limited moderation or none) and geolocation rights (all locations or specific places/languages only). For example, when dealing with your french Facebook and Twitter pages, you could create a user group with maximum publishing and moderating rights and target French speakers and France, this would mean that users of this group could only publish and moderate in French and their actions would only visible in France. Simply add or remove employees from your user groups to give or revoke rights.
We help you install content-checking processes.
To make sure all your local posts are in line with your headquarter’s guidelines, we enable you to have local employees create contents as drafts and send them to be validated by your headquarters.
Simply save contents as drafts and use the “ask for validation” option. Once validated, posts can be published directly or scheduled for a later publication.
We help you analyse your local performances.
Local performances can be completely different to global performances as factors such as culture, language and norms come into play.
We provide you with global AND local insights so that you can see how your posts perform globally and locally and adapt your strategy accordingly. All insights are easy accessible and centralised so that you no longer have to switch from page to page to find them. (To find out more on using insights to improve your performances read our article on using past posts to optimise your future actions).
If you deal with international accounts daily but haven’t tried the Tigerlily App yet, apply for a demo.