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Loop Webinar_Global Campaigns
- 1. How to roll out a successful Global Campaign ?
- 2. What’s your view?
- 3. What do you feel is the biggest difficulty when delivering a global campaign? (a) (b) (c)
- 4. Support of stakeholders network
- 5. Support of stakeholders network Failing to get support of leaders Failing to engage stakeholders network Not enough time or capacity to fit global campaign with local initiatives Common Pitfalls
- 6. Keep leaders engaged and well-informed
- 7. Create a stakeholder map Stakeholder #1 Stakeholder #3 Stakeholder #2
- 8. Engage at the appropriate time
- 9. Keep a consistent message throughout
- 10. Keep a consistent message throughout Message becomes diluted/misinterpreted Local leaders and stakeholders are unable to relay the campaign Common Pitfalls
- 11. Provide training and support
- 12. Be clear with your message
- 13. Varied and multicultural audiences
- 14. Varied and multicultural audiences Non consideration of background/qualifications/age/ experience of various audiences Failing to localise global messages Offending other cultures One-way communication Common Pitfalls
- 15. Map your audience
- 16. Explain the direct effect on employees
- 17. Localise your messages
- 18. Provide clear and engaging tools
- 19. Your global campaign should always … … be a framework that can be adapted … involve your network … be supported … back tools up with capabilities
Editor's Notes
- Louise Good afternoon – welcome. On the phone from the Loop today we have Kami and Louise and taking part in today’s Webinar we have people dialling in from x,y,z and even Swindon! Our topic today is the successful roll out of global campaigns We’re going to talk about some of the common challenges faced by Internal Communucation teams, give you some best practice tips and illustrate with a few examples of global campaigns working in practice. We’d like as many questions as possible - just type your question in the box on the top right pf your screen and press the submit question. We’ll try and answer as many of your questions as possible. However before we start we’d like to conduct a small survey
- Louise We want to get your views on the biggest challenge faced by IC teams in rolling out a global campaign We hear three issues coming from clients through time and time again, but would like to understand your thoughts
- Louise What do you feel is the biggest difficulty when delivering a global campaign? Here are the 3 issues a) The sheer variety of audiences b) Support ( or lack of it) from key stakeholders Or c) Consistency of message Please choose the issue which is most important to you and then vote using the button in the box on the bottom left of your screen Thank you You’ve indicated today, form the options available your top issue is x
- Louise The next difficulty we’re going to address today is Support of the stakeholders network
- Louise Failing to get support of leaders – if leaders don’t get behind and support your initiative then it won’t be consistently embedded into your organisation Failing to engage stakeholders network – equally as important as the business leaders your key stakeholders are critical in ensuring success Not enough time or capacity to fit a global campaign with local initiatives – we must give local teams a reason to want to do this, “why does it matter, we’ve got enough of our own stuff to deliver” is a common response
- Kami
- Kami
- Kami
- Louise The final issue we’re going to talk about today is ‘keeping a consistent message throughout’
- Louise Message becomes diluted/misinterpreted – your message starts out very clear, but you know it inside out. Once it travels through the organisation, taking on local context and integrate with existing messages it can sometime lose or even change the meaning of what you’re trying to say Local leaders and stakeholders are unable to relay the campaign – we often find ourselves asking people in the business to deliver communication when this might not be usual part of their role or a skill they’re particularly accomplished in.
- Kami
- Kami
- Louise
- Louise The common pitfalls we come across when communicating with varied and multicultural audiences include: Non consideration of background/qualifications/age/ experience of various audiences – either treating the exercise like a sheepdip or making presumptions for example levels of existing knowledge Failing to localise global messages – What does your message actually mean for each audience, often we don’t build into the process or give enough time for messages to be adapted at a local level and requests for local input come too late in the process Offending other cultures – we know the obvious pitfalls of words having different meanings in different languages but the way we deliver communication can also be inappropriate or even offensive One-way communication – often processes aren’t built in to give opportunity for feedback through global organisations therefore giving us no appreciation of their impact
- Kami
- Kami
- Kami
- Kami
- Kami Make sure it’s a framework that can be adapted locally Involve your network throughout the development process not just at signoff Make sure it is backed with the right support (leaders and other stakeholders) Back up tool with the right capabilities