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Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
Social Media Influence 2011; Local Cause, Global Effect
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Social Media Influence 2011; Local Cause, Global Effect

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

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