Global and Local

Alexandra Fulford

@Pharmaguapa

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• 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

There are some great examples of global social media...

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... And of local level social media

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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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Why?

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Regulatory Politics & Organisational Structure

Decentralised

Marketing

History

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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So what does this mean at global / local level?

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Communication

Direction and leadership

Co-ordination

Co-operation

Active input

So what could good look like?

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Boehringer Ingelheim provides a good example

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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

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Alexandra Fulford @Pharmaguapa

alexandra.fulford@zsassociates.com