10:16 — Anita: When starting a global social media program, you face certain challenges.
10:17 — Anita: The challenges with running a global social media program include: organizational, language (Do you allow multiple language on platforms YouTube, Facebook, Instagram Platforms), culture, politics, time zones (This is a tricky one; say you are sitting in silicon valley — and the process for a crisis that is happening far away), and content messaging. You must establish a framework that:
- Supports business & communication objectives
- Has clear ownership flexible
- Meets the needs of each business unit, region & country
10:18 — Listen & Learn
- Social Media Strategy: Study the existing one, learn and focus areas and development areas and development areas for the year.
- Understand industry company, target audience and geographical culture. Also analyze your competitors.
- Meet the team, learn about dynamics, priorities, ways of working, strengths and weaknesses.
- Evaluate existing channels, followers. Familiarize with current and upcoming content.
- Examine existing channels. Followers. Familiarize with current upcoming content.
- Understand the organizational set up and resources.
- Analyze competitors channels and content.
10:19 — Global: Local Presence Channel Strategy. These are some of the questions that you have to ask:
- Where are your target audiences?
- What are they looking for?
- How and where are your competitors active?
- What are your organization’s strengths and weaknesses?
- How to build a cohesive strategy across all channels?
- How to secure brand reputation, tone of voice, etc. across all channels?
- How do you/will you know if you are successful?
10:20 — Global: Local Presence Content & Organization:
- Content that aligns with channel strategy and meets the stakeholder’s needs.
- Hub: relevant to global audience
- Thought-leadership pieces
- High-level educational guides
- Corporate news
- Globally-available products/services
10:21 — Global-local Presence Governance
- Social Strategy
- Social governance framework
- Data privacy and control
- Social Media policy
- Social resilience and crisis management
- Policy Awareness and training
10:24 — Assess & Plan
IMPROVEMENT AREAS – Identify gaps in channel, content strategy, organization set up, policies, processes. Unfold team and ways of working issues. List all matters and prioritize what needs immediate attention.
TACTICAL & ACTION PLAN – Create a short and mid term plan focusing priorities that have immediate results, make ways of working more efficient and supports team work.
COMMUNICATION – Plan and book weekly/monthly/quarterly and project based meetings with the content, social media, digital teams. This is going to help you and the entire team to work together
10:27 — Anita: Set up info sharing and collaboration sites. Create email and internal chat communities.
10:28 — Anita: Manage your team “Paint the full picture.”
10:29 — SHARE, INVOLVE, RECOGNIZE. Anita: Share your plan, paint the full picture. Involve the team, gather their comments, feedback.
10:30 — Anita: Encourage new ideas and suggestions. Engage with them regularly. Managing a global, virtual community is about leadership and collaboration.
10:31 — Develop your team:
- Equip with the right tools for listening, managing and measuring.
- Enable with constant education, training, sharing best practices and learnings from mistakes. it wont be a huge risk on the global level.
- Create and update policies, guidelines, tip sheets, check lists, templates. They will know how to start
10:32 — Assess: Give data a meaning:
- Crunch the numbers regularly to keep track of progress.
- Make adjustments when, where necessary, take small steps. Make sure there measurement are helping them to get more budget. If they focus on leadership then they are successful and you reach the business objectives locally and on a larger scale. Promote the team internally.
Q: Sub content. Do you run into a lot of pushback in your localized channels because it might not play well. Is that a common thing?
A: Anita: Yes, it is. It’s not relevant for local audience only. I don’t really try to push the different markets have different priorities. Some have utility priorities. But not mandatory content.
Q: What did you decide on language. one language or different languages across different channels?
A: Anita: When we do the audit. We decided we need multiple languages but are certain that we do not need all.
Q: Curious to know about a global calendar?
A: Anita: It should be different from channel from channel. For the global channels we post when we have high peaks.
Q: How do you manage multiple product lines. Does each business have different geographies?
A: Anita: Not across all geographies. We have local regional where they pick and choose that are relevant for their target audience.
Q: How do you approach global monetary?
A: Anita: We have global and local monetary and processes when we escalate. This is really clear for our employees.