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Think Globally, Strategize Locally

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Think Globally, Strategize Locally presentation made on June 8, 2010 at The IABC (International Association of Business Communicators) World Conference in Toronto.

Text of Think Globally, Strategize Locally

  • 1. Communicating Glocally G Glocally y Marco A. Franca Creating a Global Audience One Person at a Time
  • 2. What does it mean to be Glocal? Glocal?
  • 3. C Communications P i ti Pangaea
  • 4. Old S h l School New School
  • 5. In 1965 80 percent of adults could be In 1965, reached with three 60 second TV spots. Today it requires117 prime time Commercials to produce the same result (Jim Stengel, CMO, P&G) Stengel CMO
  • 6. Journalist Journalist Journalist J li t
  • 7. Many Many Voices Voices Opinions O i i
  • 8. Its not about using new media; its about using media in new ways ways Dr. Craig Lefebvre
  • 9. Become one with your ith audiences
  • 10. Photo Credit: http://www.invisiblepr.com/search/el%20bocho%20beyond%20borders%20cnn/
  • 11. New World, New Mindset Image Credit: http://www.sonofthesouth.net/revolutionary-war/maps/new-world-map-1808.jpg
  • 12. More direct (intimate) contact (intimate) Reach those who are REALLY interested
  • 13. Targeted Communications Message must be disseminated broadly BUTreach individuals locally Leverage traditional and next generation
  • 14. http://www.flickr.com/photos/jdanvers/3985959150/ http://sportingsmilesblog.files.wordpress.com/2009/12/kaka_leite_5_footballpictures-net.jpg http://www.kidcyber.com.au/IMAGES/footyaussie.jpg
  • 15. Be A Glocal Communicator ProjectAGlobalImage FocusRegionally Engage Locally
  • 16. Project a Global Image Widespread distribution still essential Hit all key touch pointsequally and with punch Press releases: Immediate, synchronous SEO: Better results = more eyeballs Multimedia: Drives interest; gets people excited Messages must resonate outside M t t t id core Age, Ethnicity, Language
  • 17. While Thinking Glocally While Mass appeal = overarching goal Message development and customization Targeting (media outreach) Timing Engaging and interacting Language and syntax
  • 18. Different countries/regions demand specific techniques p q Simply translating text is not enough Focus Customs and traditions Regionally R i ll must b observed t be b d
  • 19. Political Economic Social Technological h l i l
  • 20. Varying Cultures, Opportunities Perception vs. Reality
  • 21. A Border Apart TheCaseofCostaRica&Panama Th C f C t Ri & P Neighborsonamap;but hb b differencesabound ApplyingPEST Isthisanopenorclosedsociety? I thi l d i t ? Whatmeansareavailable? Howdopeoplebehave/react?Passions? Whereontheyonthetechnologytree?
  • 22. Investigate. Connect. Engage. Photo credit: http://www.flickr.com/photos/bjarkih/2315704064/
  • 23. Targeting Your Audience
  • 24. Build Your Foundation The Gl Th Glocal F l Forum Empowering Local Communities Leveraging the role of local authorities Promotes CSR through Public / Private Partnerships
  • 25. Glocal Anecdotes
  • 26. Glocal Takeaways Project Global Focus Image Regionally Engage Locally
  • 27. Marco A. Franca [email protected] marco [email protected] com +55-11-9201- +55-11-9201-9015

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