As a corporate communication professional with experience in large multi-national organisations, I know too well the challenges global teams have in effectively rolling out corporate campaigns whether they are aiming to engage employees or consumers:
- Maintaining brand consistency whilst tailoring the campaign for local markets
- Not compromising key messages whilst translating into 20+ languages
- Paying attention to cultural differences
- Leveraging varying degrees of skills and resources across the organisation
- Governance models with dotting lines which stretch your influencing skills
- Competing with local business priorities and marketing campaigns
- Delivering a global framework for measurement and evaluation
However, emerging digital and social media trends are enabling companies to overcome these challenges, adapt their approach to global campaigns, to innovate and be successful or to fall behind.
- New technologies have paved the road for virtual team working, Enterprise Social Networks, advanced Content Management Systems allowing content (copy, images, multimedia) to be created once and delivered across multiple channels (website, email, mobile devices) and easier access to data via automated tools (analytics, social media listening, custom dashboards)
- Governance models see the formation of Centres of Excellence cutting across functions and silos, lines blurring between internal and external communications, between marketing and communications with business and corporate communicators developing new digital and journalism skills due to increased knowledge sharing, Champion Networks and virtual training opportunities.
- Social media platforms foster collaboration and exchanges of ideas across work level, gender, age group and people come together united not just by work goals but by a common passion.
- Trust has shifted from leaders and CEOs to friends and colleagues at work, people in our own network. The practice of “stealing with pride” a peer’s idea, campaign poster or report template is widely seen as smart, timesaving and cost-effective.
Here are three strategic insights to help you turn these digital trends into an advantage and innovate global campaign planning and execution.