Influence Your Audience by Speaking to Their Heart

Cloudwords Blog

“By 2115, it’s possible that only about 600 languages will be left on the planet as opposed to today’s 6,000,” according to an article in the Wall Street Journal by Columbia University linguistics teacher, Dr. John McWhorter. While many acknowledge that the de facto language for global communication—business or otherwise—is English, it’s undeniable that the seven billion people in the world speak a language other than English in their everyday lives. (In fact, while English is the third most widely spoken language, it’s only the native language for about 5% of the world’s population, and only about 30% of the world’s population speaks English with some degree of competency.)

English will never dominate our planet completely—that’s a good thing, since languages are what bond families and societies from one generation to the next.

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Masters and Mavericks in Global Marketing ÅSA CAAP

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…

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Need to Communicate with a Global Audience? There’s an Emoji for That.

Emojis Newsroom Global Social Media

If you’re still using traditional emoticons in your texts or messaging, like this 🙂 or this 😦 or even this :P, then you may want to think about upgrading your game. Emojis have taken smartphone users by storm and are the new language in global social media. Consumer brands are now eyeing ways to tap into this unique communication tool for cross-marketing purposes.

Originally developed by Japanese mobile operators, emojis – literally meaning ‘picture’ (e) and ‘character’ (moji) – have been rapidly adopted into iOS and Android platforms, giving smartphone users the ability to vividly express themselves. Because emotions don’t always come across in text messages, emojis allow people to insert a range of different feelings, from happiness or anger to sarcasm or inside jokes.

Emojis aren’t just limited to cute faces. Emojis for food, drink, vehicles, animals, and nature can convey a range of different meanings. Brands have…

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Global Planning needs Local Knowledge

Global Planning needs Local Knowledge

Skrivanek Blog

woman-world-of-clinets_508x480The reality of international expansion for any company is that the strategies developed for one country may be ineffective in another. The millions of people in untapped markets all over the world may in fact represent future customers, but there are unique and numerous obstacles presented by each distinct cultural group.  Specific local knowledge is required, and that means you need on-site specialists.

“Look at the highest performing companies in your industry,” Forbes Magazine author Josh Bershin paraphrases global economist Pankj Ghemawat.*  “They operate globally but in a local way. Success is driven by speed, agility, and optimizing your business for local markets.”

This suggests close study of the day-to-day lives, culture and consumer needs of a country’s people and awareness of their differences from people you have already marketed to elsewhere on the globe. Communication with them in their language will be both the first challenge and the first…

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Social Media Localisation Services

Do you take local context into consideration when creating social media content for your global brand.

With the growth of global communications, Social Media localisation is essential due to the shift in customer behaviour and their changing demands. Responding comments and questions in their local time and language is a priority to increase engagement.

Powered by Textappeal, Newsroom is the global marketing specialist that help leading brands to effectively maximise the engagement and relevance of their social media activity across different markets.


We leverage our worldwide network of carefully selected and pre-tested local editors, journalists, copywriters, influencers, and community managers, to set up in-market brand dedicated teams, trained to deliver timely local insight, content and social management.

All local activity is connected to our multilingual central command center, which implements, monitors and “Account Manages” global social initiatives, to maintain cross-market brand guardianship, visibility and consistency.


Proper localisation can save a global brand millions just because the cost of offending their consumers by insensitive marketing messages can be very expensive and in some cases permanent.

Our Social Media localisation services take into account the inherent diversity that exist in international markets and treats your target audience as “cultural beings” whose behaviours and values are shaped by the unique culture in which they live.


  • Brand specific local language verbal guidelines: social tone of voice, cultural and legal do’s and don’ts
  • Centrally coordinated real-time local language community management and engagement
  • Cultural filtering and localisation of central content and social campaigns, adjusted for local language, market, culture and legal specifics
  • Fresh content sourced and / or generated from within each local market
  • Growth of local twitter audiences based on targeted brand criteria
  • Brand specific Cross-market Opportunity and Risk real-time alert system
  • Help International Brands to achieve maximum ROI during big events

For more information visit