Think Globally, Strategize Locally

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 commarco.franca@prnewswire.commarco.franca@prnewswire.com

+55+55--1111--92019201--90159015marco.franca@prnewswire.commarco.franca@prnewswire.com

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