think globally, strategize locally
DESCRIPTION
Think Globally, Strategize Locally presentation made on June 8, 2010 at The IABC (International Association of Business Communicators) World Conference in Toronto.TRANSCRIPT
Communicating Communicating Communicating Communicating Communicating Communicating ““GlocallyGlocally””
Communicating Communicating ““GlocallyGlocally””G yG y
Marco A. FrancaMarco A. Franca
G yG yMarco A. FrancaMarco A. Franca
Creating a Global Audience OnePerson at a Time
Creating a Global Audience OnePerson at a Time
What does it mean to beWhat does it mean to be
GlocalGlocal??GlocalGlocal??What does it mean to beWhat does it mean to be
GlocalGlocal??GlocalGlocal??
C i ti “P ” C i ti “P ” Communications “Pangaea” Communications “Pangaea”
Old S h lOld S h lOld SchoolOld School
New SchoolNew School
“In 1965 80 percent of adults could be “In 1965 80 percent of adults could be In 1965, 80 percent of adults could be In 1965, 80 percent of adults could be reached with three 60 second TV spots. reached with three 60 second TV spots. Today it requires117 prime time Today it requires117 prime time Today it requires117 prime time Today it requires117 prime time Commercials to produce the same result” Commercials to produce the same result” (Jim Stengel CMO P&G)(Jim Stengel CMO P&G)(Jim Stengel, CMO, P&G)(Jim Stengel, CMO, P&G)
JournalistJournalistJournalistJournalistJournalistJournalist
J li tJ li tJournalistJournalist
Many VoicesMany VoicesMany VoicesMany VoicesMany Many O i iO i iMany Voices…Many Voices…Many Voices…Many Voices… OpinionsOpinions
“It’s not about using new media; it’s “It’s not about using new media; it’s about using media in new ways” about using media in new ways” about using media in new ways about using media in new ways Dr. Craig LefebvreDr. Craig Lefebvre
Become one Become one Become one Become one ith ith with your with your
audiencesaudiences
Photo Credit: http://www.invisiblepr.com/search/el%20bocho%20beyond%20borders%20cnn/
New World, New MindsetNew World, New Mindset
Image Credit: http://www.sonofthesouth.net/revolutionary-war/maps/new-world-map-1808.jpg
More direct (More direct (intimate) contact intimate) contact More direct (More direct (intimate) contact intimate) contact
Reach those who areReach those who areREALLYREALLY interestedinterestedREALLYREALLY interestedinterested
Targeted CommunicationsTargeted Communications
••Message must be Message must be disseminated broadlydisseminated broadly
••BUT…reach individuals locallyBUT…reach individuals locally
••Leverage traditional and next Leverage traditional and next generationgenerationgenerationgeneration
http://www.flickr.com/photos/jdanvers/3985959150/http://sportingsmilesblog.files.wordpress.com/2009/12/kaka_leite_5_footballpictures-net.jpghttp://www.kidcyber.com.au/IMAGES/footyaussie.jpg
Be A Be A GlocalGlocal CommunicatorCommunicatorBe A Be A GlocalGlocal CommunicatorCommunicator
Project A Global ImageProject A Global Image
Focus RegionallyFocus Regionally
Engage LocallyEngage Locally
Project a Global ImageProject a Global ImageProject a Global ImageProject a Global ImageWidespread distribution still essential• Widespread distribution still essential
•Hit all key touch points…equally and with punchwith punch
Press releases: Immediate, synchronous
SEO: Better results = more eyeballs
Multimedia: Drives interest; gets people excited
M t t t id •Messages must resonate outside core
•Age, Ethnicity, LanguageAge, Ethnicity, Language
While Thinking While Thinking GlocallyGlocally…While Thinking …While Thinking GlocallyGlocally• Mass appeal = overarching goal
• Message development and customization• Message development and customization
• Targeting (media outreach)
• Timing
• Engaging and interacting
• Language and syntax• Language and syntax
Different countries/regions demand specific techniquesp q
Simply translating text is not enough
FocusFocusR i llR i ll
not enough
Customs and traditions t b b dRegionallyRegionally must be observed
PPoliticaloliticalEEconomicconomicSSocial ocial TT h l i l h l i l TTechnological echnological
Varying Cultures, OpportunitiesVarying Cultures, OpportunitiesVarying Cultures, OpportunitiesVarying Cultures, Opportunities
Perception vs. Reality Perception vs. Reality
A Border ApartA Border ApartA Border ApartA Border ApartTh C f C t Ri & P• The Case of Costa Rica & Panama
hb b• Neighbors on a map; but differences abound
• Applying PESTI thi l d i t ?– Is this an open or closed society?
– What means are available?
– How do people behave/react? Passions?
– Where on they on the technology tree?
Investigate. Connect. Engage.Investigate. Connect. Engage.
Photo credit: http://www.flickr.com/photos/bjarkih/2315704064/
Targeting Your AudienceTargeting Your AudienceTargeting Your AudienceTargeting Your Audience
Build Your FoundationBuild Your FoundationBuild Your FoundationBuild Your FoundationTh Th Gl lGl l FFThe The GlocalGlocal ForumForum
Empowering Local CommunitiesLeveraging the role of local authoritiesLeveraging the role of local authoritiesPromotes CSR through Public / Private Partnerships
GlocalGlocal AnecdotesAnecdotesGlocalGlocal AnecdotesAnecdotes
GlocalGlocal TakeawaysTakeawaysGlocalGlocal TakeawaysTakeaways
Project Project GlobalGlobal Focus Focus ImageImage Focus Focus
RegionallyRegionallyEngage Engage LocallyLocallyLocallyLocally
Marco A. FrancaMarco A. Francamarco franca@prnewswire commarco franca@prnewswire com
Marco A. FrancaMarco A. Francamarco franca@prnewswire commarco franca@prnewswire [email protected]@prnewswire.com
+55+55--1111--92019201--90159015marco.franca@[email protected]
+55+55--1111--92019201--90159015