Bringing local flavour to global communities

How can you manage over 60 online communities and still find time to sleep? And, just as importantly, how can you bring a specific, local sensibility to your campaigns?

[email protected] Manila has the answer. Their command centre currently handles over 60 global and local brands, from fashion and beauty to sports, pharma and technology, so it’s safe to say they are experts in creating content and managing communities on a large scale.

So how does a team of less than 20 people achieve a continually engaging user experience across more than 60 pages? According to General Manager Donnah Alcoseba, everything that the Philippines office does can be defined as either Multi Market Work or Local Management.

Multi Market Work can be separated into two subdivisions; Inter-Ogilvy market and Around The Clock.

Inter-Ogilvy marketThis is an arrangement that allows  global brands who are keen to establish a localised presence in various markets, while retaining some degree of control over content. Inter-Ogilvy market work enables regional direction for local markets; a “global playbook” ensures strict quality control on a local scale while simultaneously providing a degree of flexibility to local agencies.

On average, agency to agency will consist of 80% global and 20% local content. Using a recent OgilvyOne Land Rover campaign as an example, this 20% might include customers sharing their personal experiences of driving through wild terrain and going on adventures in beautiful landscapes in their country. This approach helps to tell the brand story on a very specific, engaging level, and can be duplicated across several local markets.

When it comes to selecting local posts, agencies must be shrewd, and first determine what conversations people are already having in this market. “The Philippines is a very aspirational market,” says Alcoseba, “and that is reflected in the kind of content that agencies generate.” However, other markets might be much more frugal, in which case, content is all about pushing value for money, and exploring how a product or service can be used every day.

Around The Clock: This is more appropriate for highly sensitive, English-only brands and campaigns which require 24/7 customer service, and consists of comprehensive account management, content creation, strategy development, and community management outside of working hours.

Meanwhile, Local Management consists of three arms; Consultancy, Agency Managed, and Agency Implant.

Consultancy: Brands which already have their own day to day management, expertise and resources may occasionally find themselves in need assistance. This can comprise a whole scope of services, from content creation (infographics, videos etc.) to live tweeting and ad hoc strategy development key dates and for on-the-ground events.

Agency Managed: If a brand doesn’t have the know-how or resources to manage a page on their own, this is where an agency will step in to handle everything. A recent example of this is KFC (a high performing brand in the Philippines) entrusting the entirety of its digital requirements to OgilvyOne.

In order to encourage younger customers to enjoy the newly launched ‘Junior Double Down’ burger, they engaged them where they spent their most time; on social media. With the launch of KFC Junior Day, anybody could get a 50% discount on their Junior Double Down by simply adding a ‘Jr.’ to their name on one of their preferred platforms (Facebook, Twitter or Instagram), and showing it to the cashier.

KFC Junior Day achieved:

  • 27% increase in sales
  • 33.7 million estimated impressions on Twitter, with 8,402 tweets
  • 12.5 million people reached via Facebook, Google and Yahoo
  • P4.6 million earned media value

Agency Implant: When real-time brand interaction and reaction is needed, then it is advisable to embed a member of the social team into the client’s office. We’re living in the age of the live-tweet; by reaching out to fans and offering insights and commentary on industries that interest them, like cars, music, or beauty, you can create genuine engagement – and even end up trending on Twitter, as OgilvyOne did when live-tweeting Cream Silk and Pond’s Men product launches.

It is even possible to leverage social media to drive conversations around products that aren’t necessarily exciting in themselves. Take Goodyear’s Assurance Triple Max tyre; a great product with particular value-add in the Philippines, where safety during the rainy season is a genuine concern, but nonetheless difficult to get people excited about. This is where you can socialise events: Ogilvy Philippines created the ‘Rubber Ducky Challenge’ to coincide with the Goodyear launch, adding a whimsical element to trigger consumers’ interest. They were then able to maintain this interest organically over time:

  • Reach: 100+ high-influence media, and over 25% monthly organic acquisition growth
  • Preference: Conversations progressed from tyres to protection and security
  • Action: The challenge has driven a 45% increase in inquiries

The most important thing to consider when managing communities, ultimately, is context. “Don’t assume you know what you don’t know,” says Alcoseba. “Can you speak the local language?” It is vital to gather and validate insights from local teams, she adds, and to take cultural nuances into account when creating a global playbook.

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