In today’s globalized world brands need to know how to have a strong centralized global brand and how to adapt the brand to local markets. Social media can help - but there’s a lot to take into consideration when creating a carefully crafted global-to-local strategy for social.

1. Setting up a Strong
Global-To-Local
Social Media Strategy
#FalconEd

2. Your Presenters.
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Jerrick Haddad
Global Social Media Strategist
CEMEX
Dino Kuckovic
Community Marketing Lead
Falcon.io
@dinokuckovic | dino@falcon.io@jerrickh | jerrick.haddad@cemex.com

3. #FalconEd
Benefits| Planning & Executing | CEMEX Story | Q&A
Today’s Agenda.

5. #FalconEd
ONE FEED
FITS ALL?
Part 1.

6. Benefits of local SoMe?
To name a few.
1. Localized content gets more interactions.
2. Build loyalty with real time marketing.
3. Boost sales with exclusive offers.

7. 1. Defining your master brand.
2. Structuring your team.
3. Structuring your workflows.
The secret sauce?
Come closer, I’ll tell you.

8. Define
master
brand.
This includes your vision,
mission and values.
1
• Start with a social media audit.
• Check your messaging.
• Edit your strategy.

9. Three Responsibilities:
1. Be the steward & drive global alignment.
2. Create campaign briefs.
3. Facilitate coordination between markets.
Structure
your team.
A day in the life of…
2

10. Structure
your team.
A day in the life of…
2
1. Collaboration structure.
2. Establish a global communication team sync.
3. Consider starting at the regional level.
4. Marketing experience not included.
5. Handling customer service issues.

11. Structure
your
workflows.
This is your operating system.
3
Global coordination through:
1. Content visibility.
2. Content library and sharing.
3. Campaign sharing.
4. Transparency with brand guidelines.

12. Structure
your
workflows.
Consider all stages of the
marketing process.
3
1. Dynamic content calendar.
2. Implement briefs and templates.
3. DAM compliance and use.
4. Quality control before hitting ‘publish’.
5. Consider multiple social profiles.
6. Schedule in local time zones & message
locally.
7. Keep up with news & holidays.
8. Some emotions are still global.

15. ALL EYES ON CEMEX
Part 2.
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16. Why should a
B2B brand be
on social media?
If you are a company, you have a story to tell.
Remember that even cement can be sexy!

17. Nobody buys a jet engine online, but when
you think about it, nobody buys a can of
Coke online either.
Linda Boff, GE

18. OK OK…but why do you want a global and a
local social media presence?
Think about Coke! It’s @Coke and @Coke_CA

19. What does it take to
do it successfully?
“We want our own channel!” In a large
global company many people want and
have opened their own channels – this
becomes a graveyard.
Before you open your own channel we
require you to have:
• An objective tied to the business goals
of the company
• 3 months of content and the
resources to create more, along with
a p p r o v a l s p r o c e s s ( L e g a l ,
management)
• BUDGET!

20. Scaling is the secret sauce.
Yes, another secret sauce.
• Not a one-size fits all approach for global-to-local.
• We try to scale by region, instead of globally. Ends up looking like:
1. Corporate Campaigns: Big pushes for our company. Designed centrally and rolled out in our 2 main
languages, with other Business Units translating.
2. Regional hubs: In some regions this makes sense to centralize efforts and get the cost-per-post down.
3. Local-led efforts: Tend to be hyper-local. Roadshows, community events, etc.
• Don’t forget to scale listening as well.
• 2 way street, it’s impossible to know the local landscape as well as your team.

21. What’s essential in a
Global Strategy?
• Every decision you make
should ladder up to your
organization’s business
objectives.
• Know your audience:
Targeted approach to
content.
• Build a robust channel
strategy.
• Optimization means scaling
sustainably.

22. What does a global/local campaign look like?
CEMEX Go 1 year anniversary campaign: Show CEMEX Go has reached all markets, we
placed the logo in famous local landmarks.

23. What does a global/local campaign look like?
CEMEX 110th anniversary:
To show pride in what’s important for the
business unit we operate in.

24. Global campaign Toolkit
1. Clear objectives (Brand Awareness)
2. Editable files and fonts
3. Paid Ads guidelines and budget
4. Customizable CTA
5. Tracking UTMs and links

25. Don’t forget to have fun!
N o t a l l o f y o u r
campaigns need to
be strictly business
when scaling. Know
what matters for the
world and show how
it looks through your
brand’s lens!

26. Connect. Don’t Project.

27. 1. Standardize: Branding, positioning, customer
care, benchmarking, research
2. Customize: demographics, local competition
positioning, language, culture, posting time &
frequency
Key Takeaways.
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28. GLOBAL +
Simpler management
Brand consistency
The ‘crowd’ effect
LOCAL +
Responsive to local needs
Higher avg. engagement
Cultural & language needs
GLOBAL -
Lower avg. engagement
Legislative issues
Supporting local activities
LOCAL -
More costly
Brand consistency issues
‘Dispersed’ communities
Advantages
& Challenges.

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30. Up Next: September 26
What Makes a Great Social Media Manager?
ft. University of Dayton
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31. @falconIOfalcon.io welcome@falcon.io