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
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?
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
