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giuseppe Caltabiano quote for Masters and Mavericks in Global Marketing on global content marketing

Global Content Marketing for B2B w/ Giuseppe Caltabiano

  |   News

The Masters and Mavericks podcast, hosted by Textappeal and Newsroom founder Elliot Polak, is a dedicated portal for discussing global content marketing, global social media strategies, and other means of propagating a company’s message across the world. The monthly discussion focuses on highlighting organisations and individuals who are disrupting the natural order of things and bringing new concepts, strategies, and ideas to the market.

 

On this month’s programme, Elliot sat down with Giuseppe Caltabiano, the Vice President of Marketing Integration at Schneider Electric. His expertise in marketing stretches back nearly 20 years and is built upon a background in engineering. During his career, Giuseppe has managed various teams in the fields of energy, technology, software, and more, making his knowledge and experience rich and ripe for deep sharing and insights.

 

 

Elliot Polak and Giuseppe Caltabiano at the Masters and Mavericks podcast on global content marketing

 

It can be argued that social media and global content marketing are more geared towards B2C companies, and B2B businesses are really still figuring out how to use these tactics. Giuseppe explained that these strategies have driven massive growth for B2B business in the social and global content marketing arenas and B2B companies are actually now adopting these methods faster than the B2C sector. The main difference between the two models is that B2C messaging is more emotionally driven, whereas B2B focuses on the value provided.

 

As for the sector that Giuseppe serves, he has found that Twitter and Linkedin are powerful platforms for B2B global content marketing and social media engagement. Additionally, resources like SlideShare and podcasts are fantastic platforms for driving traffic.

 

While the materials developed for these platforms are generated in English by a global team, packages are put together and localised for other countries. Currently, his company’s blog is marketed in seven different languages and reaches about 15 different countries. As conversations emerge from this content, his team does not try to control the dialogue as that is best handled at the local level. Giuseppe’s company merely facilitates content which is handled as an 80/20 model. Eighty percent of content is generated at a global level and 20% is local. The reason for this, as Giuseppe explained, is that, “Not all the content generated at a global level will work. Different sectors [and] different customers need different approaches and even different social media platforms.”

 

Since this model has been quite successful for Schneider, Giuseppe offered up some words of wisdom to fellow marketers on what to keep in mind to replicate similar results. First is to document every aspect of a marketing strategy; this means putting on paper the content marketing strategy, social media plans, marketing blueprints, and every other component. While B2B marketers say they are adopting global content marketing, only about half are actually documenting their plans. “Without documentation you will simply fail.”

 

Giuseppe generously shared a lot more advice for marketers entering into content marketing, including metrics that will resonate with management, how to optimize global content marketing efforts, and various other insights. Check out the full podcast for this valuable guidance and recommendations.

 

Elliot and Giuseppe Caltabiano at Schneider Electric after recording a podcast on global content marketing

 

Don’t forget to acquire the knowledge shared by Steph Hamill in our last podcast on The Current Role of Women in the Advertising Industry.

 

Follow Masters & Mavericks on Soundcloud and iTunes!

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Textappeal’s New Business Win: Sea Life

  |   News

Textappeal are to support the SEA LIFE brand in helping to promote their ethos and enabling it to resonate with an audience across 13 markets in 13 languages

SEA LIFE Aquariums is the world’s largest and most engaging conservation based aquarium brand, with more than 50 attractions around the world.

SEA LIFE create a breathtaking experience for the whole family and want to share their passion for sea life – its welfare and conservation are paramount in all they do.

Textappeal are proud to support the SEA LIFE brand in helping to promote the SEA LIFE ethos and enabling it to resonate with an audience across 13 European and Asian markets in 13 languages among which are Finnish, Portuguese, Turkish, Arabic, Thai, Korean, Simplified Chinese and Swedish.

SEA LIFE were looking for a partner to support the global unveiling of their website; a partner who shares the same passion for excellence in all they do and a partner who could further the SEA LIFE brand to audiences in markets where the brand is present.

Another crucial point for the brand was to retain consistency across SEA LIFE’s global estate of aquariums and deliver a brand message that would be fun, engaging and family-friendly across the markets SEA LIFE currently operate in.

SEA LIFE were impressed with Textappeal’s approach, passion and credentials and we are now working on the brand’s global website transcreation.

Our goal is to inform people in each specific market, in a locally relevant manner, of the importance of marine conservation, get them involved and inspire children to fall in love with the sea. To help them better understand the importance of the protection of sea life in an entertaining and culturally relevant manner.

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image of bbdo advertising agency recently appointed the leading transcreation agency, Textappeal

New Business Win: BBDO Worldwide

  |   News

Textappeal are excited to announce our new partnership with BBDO Worldwide, the creative force behind some of the world’s most-loved advertising.

This global and forward-thinking advertising agency took us on board to handle transcreation across seven different markets.

As a leading transcreation agency we not only take language into account, but cultural context too. This allows us to create effective copy for global brand campaigns ensuring a message is never, ever, lost in translation.

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storytelling, travelling brand, creative translation, marketing consultancy, textappeal, cross cultural marketing

The Secret of the Time-Travelling Brand

  |   News

David Brand was in a rush to catch his Uber from the Textappeal offices in London. He planned to make a quick stop by his office to pull together a few charts with the final spending figures, followed by a late bite to eat, and hopefully a few hours of sleep before his 7:30 a.m. debrief with the CEO. A mad six months of global campaign preparation, but the finish line was in sight!

Despite Yuliya’s insistence on guiding him, he told the Languages Account Director of Slavic origin that he’d find his own way out.

She walked him to the lift and gave him a notebook with a pink cover: “For you, David. Text me if you need anything.”  “Spasio, Yuliya!” he answered, knowing it was more impactful to offer thanks in her native Russian, even though her English was perfect…

He stepped into the booth and mechanically pressed a button for the ground floor. Then something inexplicable happened, and everything went horribly wrong.

david brand using the elevator

Unfortunately David Brand fails to notice that instead of hitting “G” for the ground floor, he has accidentally pressed an unfamiliar button that says “-10,000”. The lift sails well past the ground floor, and continues on and on. A digital display above the door spins backwards from -250 then -1000, -5000. But before processing this predicament, he mindlessly checks his phone. The Uber is 1 minute away.

He feels his heart and pit of his stomach float for a few seconds before the infernal machine screeches to a halt. The overhead lights switch off. Silence. Blinking above on the display, a red display warns: -10,000. A millisecond that feels like an eon passes, and the door opens.

London has disappeared. Instead an unknown wilderness illuminated by a full moon lays before him. Instinctively, he checks his phone again. No service.

gif showing jack from Lost wakes up from the shock

As the shock recedes, he steps out of the doors and his senses adjust. A cold breeze whispers in his ear, he feels himself shiver. With impeccable timing, as if he has stepped into a campfire story, he hears a howling in the distance. Then, something else closer by…a scratching, perhaps? He nervously wonders if hungry wild animals already surround him, ready to pounce and rip him apart like a Waitrose prime beef cut.

gif with a tiger

And to think all he wanted to do was get his brand campaign translated and delivered to 110 markets, and be done with it. He remembers Yuliya had said something about stories being told in different ways, and recommended what she called “cultural validation” as if he didn’t know! Six months of market research, endless meetings with the agency…enough! The final brief was to come up with one big idea that worked everywhere: a universal story. He had spent a fortune on market research; battled with French and German operations who insisted they were “different”; been bamboozled by the law firm that had rejected 40 product names because they were supposedly already registered in places like Turkey, Vietnam or Argentina.

But now, here he is. A minor lapse in judgement and he finds himself surrounded by ferocious beasts and on the verge of dying alone, never to fly Emirates or Virgin again. If he isn’t eaten alive, perhaps he will perish from thirst and hunger, missing next week’s dinner at The Ivy without notice. It occurs to him that they wouldn’t hesitate to cancel his hard-earned table privileges over such an egregious lack of courtesy. Just before finding a mossy log to sit down on as his despair sinks in, he notices a small fire flickering in the distance. At the thought of warmth, his resolve stiffens and he makes his way towards the light.

gif showing savages dansing around a bonfire

As he approaches the fire, he sees figures huddled nearby, talking and eating. “People just like me!” he reassures himself, “but only dressed in animal skins instead of Armani suits!”  In a frantic voice, he greets the group in several languages; surely one of them must understand at least something he’s saying! “Hello! Guten tag! Moshi moshi! Privet! Tudo bom!” The group suddenly turns towards him, wide-eyed and with jaws gaping. They break into a loud babble of unintelligible cries, a clatter he can hardly recognise as a language. The tallest individual of the group swiftly moves towards him and seems to size him up. The Tall Man makes some strange, rapid gestures to the others. Then he pulls out a long, jagged flint knife that glows from being in the fire. He runs his fingers along the blade, almost exactly as David’s grandmother would when cleaning the Georg Jensen silverware. If the Tall Man is trying to say something to him, he can’t imagine that it’s friendly.

gif with a character from scary movie holding a knife

Seconds tick by as David runs through several options in his head. “Hand gestures are generally universal, right?” In a rapid succession of movements, he wildly waves towards the night sky and motions towards the wilderness in the distance. One of them sweeps his hand from one end of the crowd to the other and then points to himself again, circling his hand over his stomach while slowly explaining each gesture aloud in English.

The group looks on, mouths agape. Suddenly, the tallest warrior charges at David with several of his comrades-at-arms. They seize him and hold him aloft above their heads, marching him towards the direction of the communal fire. Just as he’s coming to terms with the fact that those gestures may have been mistaken for signals of aggression, he sees the crowd part to reveal two spits suspended over the fire: a skewered deer carcass slowly being spun over one, and the other, to his terror, unoccupied…

Seconds tick by as he runs through several options in his head. Once again, out of instinct, habit and nervousness, he looks to his phone and a single bar of service appears! Before he loses the connection, he shoots an SMS to Textappeal. “Stuck on Lvl -10,000. Pls help!” He eyes the animal-skin-clad group warily as a reply from Yuliya comes through. “On my way! Don’t say anything or make eye contact!”

An excruciatingly silent few minutes pass by until, out of the bushes, his Account Director appears. “So sorry about this,” she says, brushing a few stray twigs out of her hair. “We really need to get that lift fixed! Anyway, let’s get started.” She pulls an iPad out of her bag and begins scanning and swiping away at the screen. Just as he’s about to kindly protest that time is of the essence, her face brightens. “Aha!” Yuliya exclaims. “What we need here is a classic ‘Deus Ex Machina’ solution!”

Before the marketer can protest, she thrusts the iPad into his arms. A video is playing from his latest campaign. “Hold it up with two arms!” she commands. “This society is primarily animistic, and they will revere the light from the screen as well as from the video as being a deistic presence.”

homer simpson holdin a tablet and simulating different faces

Bathed in the glow of the screen, the group kneels in the collective presence of his brand video – a slideshow that highlights this season’s latest rack-ready fashion designs – playing on the screen. “It’s working!” he exclaims. The sartorial collection enthralls the group, as they sit cross-legged and murmur to themselves. While they tug on their own animal-skin coverings, they point to the screen in awe. When the video concludes, the tall, imposing member of the group with the flint knife approaches David Brand and his colleague. With the tip of his blade, the man points to the screen, then to his own rags, then to the marketer, and shrugs.

David and Yuliya face each other and exchange knowing smiles. By bridging this communication gap, they have stumbled upon a whole new world of potential early adopters who are clearly displeased with their own style, but are taking to the designs on the screen. He flips the iPad around and punches a quick message to his CEO. “Found an entirely new market with the help of Textappeal. Can you do a late-night briefing?”

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Jason barrett social talent global social media podcast

Masters and Mavericks in Global Marketing: Episode 2 with Jason Barrett

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For our second Masters & Mavericks podcast Elliot sat down with Jason Barrett, a social media influencer and strategist, who is the Founder and CEO of Social Talent. Jason explains how brands can connect with audiences in a more authentic manner than through a traditional campaign.

Jason Barrett is a social media influencer and strategist and is the founder and CEO of Social Talent. After almost a decade spent as a business developer in publishing, he entered the social media space in 2006 as a consultant. He joined McCann Worldgroup in 2009 and was later named Head of Digital and Creative Technology at McCann London. Jason has provided expertise on digital and social media to countless brands, connecting influencer talent to some of the world’s most visible brands.

How do you make friends and influence people if you’re a global brand in 2016? That’s just one of the big questions that Jason Barrett and his team at Social Talent tackle when it comes to overcoming social media challenges. In the latest instalment of Masters and Mavericks, Elliot sat down with Jason to discuss why ‘influencer marketing’ is of such importance in social media today

To understand what influencer marketing is, Jason took us back to 2001 when he first became involved in the social space. In that nascent stage of the internet, most conversations around brands existed in either forums or chatrooms. Jason was in publishing and posed this question to himself: “How can we generate conversations around what we are creating, and how would this help us figure out what people wanted?

Fascinated with the potential of social media and the psychology behind captivating people with content, Jason helps connect brands with established influencers – talent with expertise in a range of fields such as travel, cooking or sports and who have built organic audiences around their own content. By leveraging influencers, Jason explains how brands can connect with audiences in a manner that is more authentic than through a traditional campaign.

Listen in as Jason explains how brands can rely on content creators to help them engage both global and hyperlocal audiences. Influencers, because of their closeness to a given culture, are more attuned to the kind of content that their audience digests and, in turn, can create stories that are more authentic in nature.

Listen to our first podcast with Pernod Ricard’s Åsa Caap talking about intrapreneurship, which aired last month, and be on the lookout for the next instalment of Masters and Mavericks due in mid-April with Steph Hamill, Creative Director at Havas Helia. Also, check out an interview with Elliot on TrinityP3 on what transcreation is and why it is important in global social media branding.

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Asa caap, founder of Our vodka quote

Masters & Mavericks in Global Marketing – Ep. 1 with Åsa Caap

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Masters and Mavericks is an exclusive podcast dedicated to innovation in global marketing. Hosted by Textappeal and Newsroom founder Elliot Polak, Masters and Mavericks is a monthly program designed to highlight individuals as well as organisations that are disrupting tried-and-true brand ideologies and social media challenges with fresh concepts and new business ideas for today’s digital marketplace.

For the inaugural Masters and Mavericks podcast, Elliot sat down with Åsa Caap, Pernod Ricard executive and Our/Vodka CEO & global director. Åsa explained what it takes to be an entrepreneur as well as an “intrapreneur” — a manager within a company who promotes innovate product development.  Self-described herself as a “warrior who gets things done”, Åsa is a consummate self-starter who made a name for herself by founding and growing a number of small businesses in Sweden.

Her innovative approach to start-ups caught the eye of Pernod Ricard, who brought her onboard to manage the company’s signature Absolut Vodka brand. Åsa, however, had ideas about how Pernod Ricard could add a unique intrapreneurship to its business portfolio. Leveraging the corporate resources availed to her by Pernod Ricard, she founded Our/Vodka — a global local brand that is currently empowering entrepreneurs in nine cities around the globe, including Berlin, Detroit, Seattle, and now London.

Join us and listen as Åsa explains what it takes to bridge the gap between the corporate and start-up world and offers insight on her compelling new strategy to bring in-demand authenticity to consumers through cross-marketing global local brands such as Our/Vodka.

You can listen in on Elliot’s full interview with Åsa  in the embedded player below. Be sure to check back for Masters and Mavericks #2 in early January with more on innovative approaches to cross marketing, global social media, and social media challenges.

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press loft uber pr agency textappeal, transcreation, global social media

Press Loft: The Uber of PR for Home & Gift Brands?

  |   News

For once, here’s a blurb not about the benefits of Textappeal or Newsroom,  but someone else’s business that I happen to think is brilliant.

Global PR used to be enormously costly and complex to execute. Nicola Snell, a clear-minded and articulate PR expert is making it a lot simpler.

Her business is as straightforward as it is powerful: connecting home & gift brands with journalists & bloggers worldwide, via a single platform called Press Loft that posts releases and images for quick download.

How does it work? Pretty simple. Brands such as Laura Ashley sign up to distribute their message across markets. Publications such as The Times or Bloggers such as Brightbazaarblog.com can instantly download the most relevant news and pictures. There are already more than 12,000 journalists using the platform – and they are usually the ones recommending it as well. Everyone gets to try it out for free.

The reason I like this business so much? The way it instantly matches human talent from around the world to global publishing and PR needs, thanks to smart use of digital.

So the Uber of PR? You decide. You can connect with Press Loft at: www.pressloft.com / www.twitter.com/pressloft  / www.pinterest.com/pressloft

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sea life is the new win for transcreation specialists Textappeal

Textappeal’s New Business Win: SEA LIFE

  |   News

SEA LIFE Aquariums is the world’s largest and most engaging conservation based aquarium brand, with more than 50 attractions around the world.

SEA LIFE create a breathtaking experience for the whole family and want to share their passion for sea life – its welfare and conservation are paramount in all they do.

Textappeal are proud to support the SEA LIFE brand in helping to promote the SEA LIFE ethos and enabling it to resonate with an audience across 13 European and Asian markets in 13 languages among which are Finnish, Portuguese, Turkish, Arabic, Thai, Korean, Simplified Chinese and Swedish.

SEA LIFE were looking for a partner to support the global unveiling of their website; a partner who shares the same passion for excellence in all they do and a partner who could further the SEA LIFE brand to audiences in markets where the brand is present.

Another crucial point for the brand was to retain consistency across SEA LIFE’s global estate of aquariums and deliver a brand message that would be fun, engaging and family-friendly across the markets SEA LIFE currently operate in.

SEA LIFE were impressed with Textappeal’s approach, passion and credentials and we are now working on the brand’s global website transcreation.

Our goal is to inform people in each specific market, in a locally relevant manner, of the importance of marine conservation, get them involved and inspire children to fall in love with the sea. To help them better understand the importance of the protection of sea life in an entertaining and culturally relevant manner.

Read More