Global and local social media
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Transcript of Global and local social media
![Page 1: Global and local social media](https://reader030.fdocuments.us/reader030/viewer/2022020101/559400001a28abbb7f8b479e/html5/thumbnails/1.jpg)
Global and Local
Alexandra Fulford
@Pharmaguapa
![Page 3: Global and local social media](https://reader030.fdocuments.us/reader030/viewer/2022020101/559400001a28abbb7f8b479e/html5/thumbnails/3.jpg)
• Centrally run
• Content from Global teams, Corporate, and Local offices
• Target audience global
• English language
• Global is not US
The difference between Global and Local social Media
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• Locally run
• Content from country teams and divisions
• Target audience national
• Local language
![Page 4: Global and local social media](https://reader030.fdocuments.us/reader030/viewer/2022020101/559400001a28abbb7f8b479e/html5/thumbnails/4.jpg)
There are some great examples of global social media...
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![Page 5: Global and local social media](https://reader030.fdocuments.us/reader030/viewer/2022020101/559400001a28abbb7f8b479e/html5/thumbnails/5.jpg)
... And of local level social media
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![Page 6: Global and local social media](https://reader030.fdocuments.us/reader030/viewer/2022020101/559400001a28abbb7f8b479e/html5/thumbnails/6.jpg)
But there are very few examples of truly integrated Global/Local social media
• Most are global initiatives which are shared at local level
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![Page 7: Global and local social media](https://reader030.fdocuments.us/reader030/viewer/2022020101/559400001a28abbb7f8b479e/html5/thumbnails/7.jpg)
Why?
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Regulatory Politics & Organisational Structure
Decentralised
Marketing
History
![Page 8: Global and local social media](https://reader030.fdocuments.us/reader030/viewer/2022020101/559400001a28abbb7f8b479e/html5/thumbnails/8.jpg)
What can be done?
We need to introduce CHANGE
1. Change the way of thinking
2. Change the way of working
3. Introduce new process
4. Adapt reward system
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It is all about change management .....
1. Increase urgency
2. Build the guiding team
3. Get the vision right
4. Communicate for buy-in
5. Empower action
6. Create short-term wins
7. Foster persistence
8. Make change stick
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![Page 10: Global and local social media](https://reader030.fdocuments.us/reader030/viewer/2022020101/559400001a28abbb7f8b479e/html5/thumbnails/10.jpg)
So what does this mean at global / local level?
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Communication
Direction and leadership
Co-ordination
Co-operation
Active input
![Page 11: Global and local social media](https://reader030.fdocuments.us/reader030/viewer/2022020101/559400001a28abbb7f8b479e/html5/thumbnails/11.jpg)
So what could good look like?
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Boehringer Ingelheim provides a good example
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![Page 13: Global and local social media](https://reader030.fdocuments.us/reader030/viewer/2022020101/559400001a28abbb7f8b479e/html5/thumbnails/13.jpg)
It is possible . . .
1. It takes inspirational leadership – at all levels
2. Find your shinning stars and bright spots – from
around the world
3. Use pilot projects for quick wins and inspiration
4. Share success
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5. Communicate and work as a
global team