For a global company, managing social advertising at scale is often a complex challenge. At MakeMeReach, we have a track record of helping our clients scale and expand globally. Whether it is thanks to our built-in team management features, or to our Customer Success team, we’ve helped some clients to expand their activity to more than 70 markets.
Many questions arise when going global becomes a subject:
Should you use a centralized or decentralized team? How can you leverage the learning of your last campaigns in South Africa across all the other markets? How can you implement a global strategy? How can you deploy the same tailored workflow across your teams?
This article will give you our best tips and directions!
One of the main issue that global companies are facing is encouraging knowledge sharing. Especially when they are using a decentralized structure (e.g. they are leveraging local marketing teams to manage their social media spend).
At MakeMeReach, our approach consists in providing all the tools that can improve communication and knowledge sharing, from a single focal point. The platform.
For instance, we’ve built a library of texts, images, videos that support any number of languages. Thanks to this, the platform is capable of knowing that 3 ad copies are language variations of the same creative.
This is extremely useful when launching a campaign in a new country, as we can display the results a specific creatives had in all its language variations. In other words, this tool helps seeing in which market a specific ad copy worked well before launching it in a new country. No more master Excel spreadsheet to manage this. Everything is centralized on the platform, and updated in real time, for all teams involved.
Another use case is to support growth. When someone new joins a team, the creative library will help them understand as they go which of the creatives are best, as we display the main KPIs next to each text variation managed via the library.
Reporting and analysis
Global companies need to analyze their performance across multiple markets, and at different levels. Our data analysis tools allow MakeMereach users to generate real time reports on dimensions that are usually very difficult to obtain easily with standard tools like Facebook Power Editor, or Excel.
Below is a widget from the platform’s reporting system. Setup in less than 20 seconds, this exportable line graph helps understand the trend of each wording, account-wide.
This example is just a proof of how simply MakeMeReach users can deep dive in their data, or remain at a very macro – yet insightful – level. Global companies can also deploy similar dashboards throughout their entire organization.
Let’s take an example of a global structure, and the roll out of tailored dashboards including KPIs such as overall spending, performance per market, Facebook objective, social network, ad account, creative, and so on:
Each of the 40 country manager needed to have an overview of the performance of their market, while the HQ needed a global overview. In order to do this, the organization admin just had to share the custom dashboard he’d built to each of the country managers.
In just a few clicks, all the country managers had the same dashboard structure, limited to their data, and the organization admin had access to a more global dashboard.
On top of having access to org-wide dashboards, each country manager remained in control of their analysis tool, and were able to add their own custom dashboards to those shared to them.
Our data-centric customers usually start working with us because they care about their Facebook, Instagram and Twitter data indeed, but what really matter is how this data – mixed with their own – looks, and could be used to better manage their social campaigns at scale.
Our analysis tools can integrate 1st and 3rd party data, let it be numbers coming from Google Analytics, 3rd party tracking partners or your own BI.
Processes & Automation
Centralized vs. decentralized
There is no universal answer, and this is mainly related to teams and organizations’ structure, but here are some pros for each of them:
- One account manager can manage several markets
- Easier to deploy processes
- Spread and leverage insights quickly
- Direct access to the whole value chain (designers, managers, product)
- More local knowledge (easier to target events, local brands, etc.)
- The account manager shares the target audience’s culture
- Ability to build partnerships with local companies
Usually, global companies are decentralizing big markets or regions and manage smaller markets from their HQ, which means that the best tools for these companies are tools that can adapt and match their unique needs.
Internal processes are key for scaling social marketing operations. Below are a few examples of what should be taken care of. Even in a decentralized structure, some processes must remain global:
- Result analysis: Always compare apples to apples. The way metrics are calculated (e.g. LTV, ROI…) should be the same across all markets.
- Tools: Use the same tools for tracking, reporting, etc. For example, choose one unique tracking partner for mobile app install measurement for all marketing operations, on both OS, and for social and non-social activities (make sure your partner is accredited by Facebook and Twitter).
- Structure: Use the same campaign structure and strategy in all markets. That means naming of the ads, ad sets and campaigns but also the general structure. Are campaigns setup per objective or per targeting strategy? Are new campaigns created every month, or always on? Are campaigns grouped per objective or per market?
- Creative strategy: Aim for a global strategy around creatives while keeping in mind that each market may react differently to each creative. This is where local teams come in as very handy.
- Targeting strategy: as for creatives, try to leverage global knowledge, but keep in mind that each market have their own specificities.
All companies have different processes. We actually often see companies that are focusing only on social media features when choosing a partner, and not enough on processes and workflows. Indeed, social media features are core, but it’s also very important to ensure – when making such choice – that the partner you select can handle the specific processes and structures that make your company unique.
This is not only true for social advertising platforms. Most tools need to be implemented in a way that is aligned globally. One of the key area – other than paid social – where we see this happening, is measurement. Interconnection of tools and measurement consistency is a challenge for companies of any size, and we will be covering this very soon on this blog!