Social Media Influence 2011; Local Cause, Global Effect
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The document discusses the challenge of achieving personalised marketing on a global scale. It argues that companies must take a multi-local approach, with a deep understanding of each local market rather than exporting one attitude globally. This requires localizing content and messaging, customizing experiences for consumers, and socializing messages through local influencers and teams with cultural knowledge of each area. Only through this type of localized yet globally coordinated marketing can companies balance quality with scale while meeting varied local needs.
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Social Media Influence 2011; Local Cause, Global Effect
- 1. Local Cause, Global Effect: Addressing the challenge of personalised marketing on a global scale Wayne Gibbins Communications Director Twitter: @waynegibbins © Viadeo 2010
- 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”
- 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