Successfully reported this slideshow.

Webinar: Setting up a Strong Global-To-Local Social Media Strategy


Published on

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.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this


  1. 1. Setting up a Strong  Global-To-Local Social Media Strategy #FalconEd
  2. 2. Your Presenters. #FalconEd Jerrick Haddad Global Social Media Strategist CEMEX Dino Kuckovic Community Marketing Lead @dinokuckovic | |
  3. 3. #FalconEd Beneﬁts| Planning & Executing | CEMEX Story | Q&A Today’s Agenda.
  4. 4. #FalconEd ONE FEED FITS ALL? Part 1.
  5. 5. 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.
  6. 6. 1. Deﬁning your master brand.   2. Structuring your team.   3. Structuring your workﬂows.  The secret sauce? Come closer, I’ll tell you.
  7. 7. Deﬁne master brand. This includes your vision, mission and values. 1 • Start with a social media audit. • Check your messaging. • Edit your strategy.
  8. 8. 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
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.
  12. 12. ALL EYES ON CEMEX Part 2. #FalconEd
  13. 13. 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!
  14. 14. Nobody buys a jet engine online, but when you think about it, nobody buys a can of Coke online either. Linda Boff, GE
  15. 15. OK OK…but why do you want a global and a local social media presence? Think about Coke! It’s @Coke and @Coke_CA
  16. 16. 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!
  17. 17. 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.
  18. 18. 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.
  19. 19. 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.
  20. 20. 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.
  21. 21. 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
  22. 22. 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!
  23. 23. Connect. Don’t Project.
  24. 24. 1. Standardize: Branding, positioning, customer care, benchmarking, research 2. Customize: demographics, local competition positioning, language, culture, posting time & frequency Key Takeaways. #FalconEd
  25. 25. 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.
  26. 26. #FalconEd
  27. 27. Up Next: September 26 What Makes a Great Social Media Manager? ft. University of Dayton #FalconEd
  28. 28.