Using social media to reach a global audi­ence across geo­gra­phies, lan­guages, and cul­tures sounds like a daunt­ing task, espe­cially when the topic is self-paced Eng­lish classes. But EF Eng­lish­town is cre­at­ing social com­mu­ni­ties around its edu­ca­tion courses with the help of Adobe Social in Adobe Mar­ket­ing Cloud.

Our new social strate­gies are built on data col­lected with Adobe Social and help to ensure we’re not over­whelm­ing audi­ences with a flood of infor­ma­tion,” says Lena Weber-Reed, social media strate­gist, EF Eng­lish­town. “We now know what is most rel­e­vant and attrac­tive to dif­fer­ent audi­ences so we can tar­get our mes­sages and drive traf­fic to the website.”

Adobe Social lets local mar­keters cus­tomize mes­sag­ing while adher­ing to brand stan­dards. In Ger­many, mar­keters can tar­get mes­sag­ing to stu­dents who want to learn Eng­lish for global travel. Mean­while, mar­keters in Mex­ico can engage stu­dents who want to learn Eng­lish for voca­tional reasons.

With Adobe Social, we can iden­tify and share local trends with teams across the orga­ni­za­tion to increase rel­e­vancy of indi­vid­ual com­mu­ni­ca­tions and entire strate­gies within a geog­ra­phy,” says Weber-Reed. “At the same time, we can find com­mon­al­i­ties among mar­kets to build mar­ket­ing efficiencies.”

Read the entire suc­cess story here.

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