Local Cause, Global Effect: <br />Addressing the challenge of personalised marketing on a global scale<br />Wayne Gibbins<...
What is local?<br />
Let’s consider…<br />Localisation, customisation & personalisation<br />The socialisation of the message<br />Reaching glo...
Localisation, Customisation, & Personalisation<br />“A Mentality shift in consumer and brand behaviour”<br />
Apollo Cinemas<br />
Coca Cola Freestyle<br />
Viadeo Smart News<br />
The Socialisation of the message<br />“Not corporate messaging in 140 characters”<br />
The Message<br />“How do we tell the story about who we are and what we are trying to achieve?”<br />
Achieving scale<br />“How do we balance quality vs quantity?”<br />
Consistency<br />“How do we create global channels whilst retaining local needs?”<br />
Identifying influencers<br />“How do we identify influencers in different countries?”<br />
Engaging with influencers<br />“How and where do we engage with influencers?”<br />
Eek… they don’t like that<br />“How do we deal with real-time feedback & criticism?”<br />
The Multi-Local Approach<br />“deep understanding of the local market, not exporting a particular attitude, experience or ...
Language++<br />
Local teams<br />Local knowledge and understanding<br />Build real offline relationships<br />Work with local experts / in...
A global mentality<br />Consider every global team member<br />Implement a hub and spoke approach with local consultation<...
Conclusion<br />The consumers (and business users) expectations have been changed<br />The socialisation of the message<br...
Any questions<br />
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Social Media Influence 2011; Local Cause, Global Effect

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Social Media Influence 2011; Local Cause, Global Effect

  1. 1. Local Cause, Global Effect: <br />Addressing the challenge of personalised marketing on a global scale<br />Wayne Gibbins<br />Communications Director<br />Twitter: @waynegibbins<br />© Viadeo 2010<br />
  2. 2. What is local?<br />
  3. 3. Let’s consider…<br />Localisation, customisation & personalisation<br />The socialisation of the message<br />Reaching global scale<br />
  4. 4. Localisation, Customisation, & Personalisation<br />“A Mentality shift in consumer and brand behaviour”<br />
  5. 5. Apollo Cinemas<br />
  6. 6. Coca Cola Freestyle<br />
  7. 7. Viadeo Smart News<br />
  8. 8. The Socialisation of the message<br />“Not corporate messaging in 140 characters”<br />
  9. 9. The Message<br />“How do we tell the story about who we are and what we are trying to achieve?”<br />
  10. 10. Achieving scale<br />“How do we balance quality vs quantity?”<br />
  11. 11. Consistency<br />“How do we create global channels whilst retaining local needs?”<br />
  12. 12. Identifying influencers<br />“How do we identify influencers in different countries?”<br />
  13. 13. Engaging with influencers<br />“How and where do we engage with influencers?”<br />
  14. 14. Eek… they don’t like that<br />“How do we deal with real-time feedback & criticism?”<br />
  15. 15. The Multi-Local Approach<br />“deep understanding of the local market, not exporting a particular attitude, experience or set of values.”<br />
  16. 16. Language++<br />
  17. 17. Local teams<br />Local knowledge and understanding<br />Build real offline relationships<br />Work with local experts / influencers<br />
  18. 18. A global mentality<br />Consider every global team member<br />Implement a hub and spoke approach with local consultation<br />Understand the variations in local territories<br />
  19. 19. Conclusion<br />The consumers (and business users) expectations have been changed<br />The socialisation of the message<br />Achieve global scale through a multi-local approach vs one-size fits all<br />
  20. 20. Any questions<br />

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