Global vs. Local – Building a Cohesive Brand Identity on a Local Level

As national and international brands across the world aim to communicate with consumers through their social media channels, segmentation has become inevitable— especially as it pertains to physical location. As brand pages, Twitter handles and other social channels become increasingly segmented, big brand managers are tasked with maintaining a consistent, global voice. But how do they tailor this voice to speak to a diverse customer base and localize the brand? As H&R Block’s Social Media Strategist, Matthew Staub leads the tax giant’s social media strategy for over 10,000 retail locations, implementing tailored online marketing initiatives that speak to specific regional audiences. In this session, Matthew will reveal the best tactics for developing and connecting with local communities; build a cohesive brand voice; and growing a this voice across multiple social channels.

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