This document discusses the differences between global and local social media and the challenges of integrating the two approaches. It argues that most companies take a global-first approach that is then shared locally, rather than truly integrating global and local efforts. To achieve better integration, the document recommends changing organizational structures, processes, rewards systems, and ways of thinking and working through change management practices like building teams, communicating vision, empowering action and sharing successes. An example company, Boehringer Ingelheim, is provided as one that has successfully integrated its global and local social media efforts.

1. Global and Local
Alexandra Fulford
@Pharmaguapa

2. 2

3. • Centrally run
• Content from Global teams,
Corporate, and Local offices
• Target audience global
• English language
• Global is not US
The difference between Global and Local social Media
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• Locally run
• Content from country
teams and divisions
• Target audience national
• Local language

4. There are some great examples of global social media...
4

5. ... And of local level social media
5

6. But there are very few examples of truly integrated
Global/Local social media
• Most are global initiatives which are shared at local level
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7. Why?
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Regulatory Politics & Organisational
Structure
Decentralised
Marketing
History

8. What can be done?
We need to introduce CHANGE
1. Change the way of thinking
2. Change the way of working
3. Introduce new process
4. Adapt reward system
8

9. It is all about change management .....
1. Increase urgency
2. Build the guiding team
3. Get the vision right
4. Communicate for buy-in
5. Empower action
6. Create short-term wins
7. Foster persistence
8. Make change stick
9

10. So what does this mean at global / local level?
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Communication
Direction and leadership
Co-ordination
Co-operation
Active input

11. So what could good look like?
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12. Boehringer Ingelheim provides a good example
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13. It is possible . . .
1. It takes inspirational leadership – at all levels
2. Find your shinning stars and bright spots – from
around the world
3. Use pilot projects for quick wins and inspiration
4. Share success
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5. Communicate and work as a
global team

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Alexandra Fulford
@Pharmaguapa
alexandra.fulford@zsassociates.com