corporate regionalization & community building
Post on 12-Jul-2015
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Katelyn Davis - @katelynshelby
Corporate Regionalization
As part of a company’s global initiative strategy, it divides itself into regions (or smaller parts) to better suit the needs of their customer, consumer or the regional culture.
Still appears as one large company to the public, but functions via smaller regions.
Corporate Regionalization
A larger company benefits by becoming less interconnected Smaller regions are more manageable Stronger location focus
○ Customers by location○ Employees by location○ Community focus○ Regional culture and languages○ Government boundaries
Community Building
Problems Caused by Regionalization By becoming less interconnected, there is a lack
of community built among the brand.
Community Building
Problems Caused by Regionalization By becoming less interconnected, there is a lack
of community built among the brand.
Community Building
Solutions By using a easily accessible mass communication,
like Social Media, the community can be brought back together digitally.
Social Media Strategies for Community Building
Internal Corporate Blog
Internal Forum
External Social Networks
Internal Corporate Blog
Internal Blog for Employees Gives “big picture” insight Visibility promotes involvement Increase dialogue
Example Topics Company news Project updates Awards Highlights from other regions
Forums
Internal Forums for Use of Employees Provokes discussion Open to questions Promotes sharing of ideas
Example Forum Threads Corporate Policies Benefits & Open Enrollment Q&A with executives
Social Networks
Accounts with major social networking websites for use by employees, customers, and the community. Shows a global front to the public Provides a public outlet for employees to share
with their network
Example content: Community involvement Customer service Product announcements
Community Building & Social Media
Works no matter the size of the organization
Things to keep in mind: Language Barriers: offer your content in other
languages Regional Communications Liaison: someone to
mine for stories
Q&A
Thank you! - @katelynshelby
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