The previous article Vol.37: How to Develop and Evolve Contents Globally Starting Locally was about developing and evolving content for global and local audience based on local information.
This article is the continuation of the previous article, which is about remaking global content to meet local situation and needs based on target buyer persona.
1. In what kind of situation is global content usually remade totally to meet local needs?
This methodology is adopted when global message needs to be delivered to local audience and global content (information) is relevant to local audience cannot be made local by simple translation, addition of interpretation or modification.
Such content can cover wide a range of topics. Some examples of topics include environment, business and economy, politics, compliance, and diversity, to name a few.
2. How can global information remade totally to meet local needs?
Basic stance is the same as tailoring global content to develop local content to meet needs of local audience by changing the viewpoint/subject based on the buyer persona of audience segment.
The author would like to explain with a few concrete examples.
1) Product information (website, catalogue etc.)
This may be the most typical one and the easier one to understand. In global companies, unless the product is planned, developed, produced and marketed all locally, the global HQ is the core of the whole value chain and controls/monitors the total chain. This means the global HQ would have the product information, and one of the main responsibilities of the marketers in the global HQ is providing product information (e.g. catalogue) and other relevant materials such as photos and logo data to local marketers.
Having received information and materials, local marketers would usually remake into local product information tools such as catalogues and product information web pages, according to their product line-up and local market needs.
The degree of remaking depends on case by case. It can be just modifying the product lineup and translation using the data supplied from the global HQ. This seems to be popular among IT companies in particular. Remaking can also be as much as of the total structure and content of the catalogue, product information web pages etc., and redesigning of the front cover and pages, in addition to modifying the product lineup and translation.
Such remaking is performed based on the CI (corporate identity) guideline and other rules specific to the company, and on buyer persona of the local product information content. Total remaking of the content seems to be popular for BtoC, especially for products of consumer electronics and FMCG (fast moving consumer good) industry, assumed to attribute to the fact that such products are closely linked with manners and customs and lifestyles of the local consumers.
2) Company policy/message (internal communication of a company)
Company policy and message of a global company also originates from global HQ. In most cases, as the message is delivered further down the organization layer and/or regional segment, the content is remade, with more detailed information of the target organization layer and/or regional segment. The scenario needs to be carefully developed so that the local audience would be able to understand the global overview (big picture) and how the local content fits in it and is aligned with the big picture of the global overview.
It is the more detailed information part that is focused on because that is what the target (local) audience really needs, and that is usually from which the target audience understands the global core message. In a sense, the local detailed information is the interpretation and explanation of the global content.
Although it may be a rare case, there are some cases in which the key message (content) of such detailed local information may be an exceptional one and different from those of global and other regions/countries. In such a case, the scenario is to be carefully developed and delivered so that the local audience would understand how and why the local content is different.
3) Blog articles about a global issue
The blog article of a global issue can be about the recent abnormal weather for example. The author would like to explain with a specific example of a recent English blog article targeting global audience and Japanese blog article targeting Japanese audience, based on respective buyer persona.
(1) English blog:
Abnormal Weather Worldwide - Why and Effects
http://megoyanagi.blogspot.com/2010/07/abnormal-weather-worldwide-why-and.html
i) Style
The blog is in news article style, and this article is no exception. This is because the fact that English blogs are mostly in professional style and that much source of information for the blog would be news for the blog.
ii) Information / content
The information is mostly of facts, what is actually happening worldwide and Japan, and theories and views of experts. In the first half of the article worldwide information on how abnormal the weather is explained with concrete examples of how abnormal the weather has been lately and its effects on economy, society and people’s lives. In the latter half, Japanese information on its abnormal weather and its effects on summer business as more detailed information is introduced, supporting the total message of the global trend.
(2) Japanese blog:
Abnormal Weather Again – Mother Earth is Really Angry? (the author’s translation)
http://ameblo.jp/meg-oyanagi/entry-10594113815.html
i) Style
The blog was remade completely, in a diary style with more personal touch. Japanese translation of the English blog could have been an option if the author wanted to target expert niche segment such as weather experts. However, the author wanted to target the volume zone of blog readers and the diary style blog was appropriate because such style with what the author did and how he/she feels and thinks is extremely common in Japan.
ii) Content / information
Aligning with the blog concept, the focus of the article is on the author’s thoughts and what she did rather than the detailed facts and explanation of the abnormal weather. The facts and explanation of the abnormal weather was substituted by a link to the English blog, as a part of introducing what the author did on a hot summer day, having read series of special articles about worldwide abnormal weather of a Japanese leading newspaper.
Tuesday, 10 August 2010
Saturday, 31 July 2010
Vol.3７ – How to Develop and Evolve Contents Globally Starting Locally
The previous article Vol.36: How to Tailor Global Content to Meet Local Needs (Part 2) was about developing content meeting needs of local audience while delivering consistent global message by tailoring the global content totally to meet local needs.
This article is the continuation of the previous article, which is about developing and evolving content for global and local audience based on local information.
1. What kind of local information can be developed into content targeting global audience as well as local audience?
Local information need to be informative and of value to global audience. There are mainly 3 types of information that can be developed into content targeting global audience as well as local audience.
1) Advanced, innovative and creative local information.
Typical examples include that of locally-developed innovation such as world-first innovative technology and locally-developed innovative and creative activities. These kinds of contents are, in a sense, best practice sharing, of variety of topics. The website example presented later in this article can be categorized in this.
2) Unique local information yet underlying concept/message/philosophy is of globally universal, and /or local information depicts global trend well.
Typical topics of this kind of information include environment, healthcare, leadership and management and humanity. Some easy-to-understand examples from the author’s blog about Japan include the following.
Turning Point in Japan's Trade with China
http://moyanagijapan.thoseinmedia.com/2010/07/18/turning-point-in-japan%e2%80%99s-trade-with-china/
This depicts the global trend of China’s emergence as the world’s consumption market, and attracted interests of worldwide online people, with feedback and retweets.
3) Very unique, full of originality local information that attracts interest of global audience.
Typical topics of this kind of information include culture, and manners and customs. Some easy-to-understand examples from the author’s blog include the following:-
What is Japanese Valentine's Day and White Day?
http://moyanagijapan.thoseinmedia.com/2010/03/12/what-is-japanese-valentine%e2%80%99s-day-and-white-day/
This is about Japanese original Valentine’s Day. This attracted interest of the author’s worldwide Twitter and Facebook friends, with comments/feedback and retweets.
2. How can local information developed into global content and local content, meeting needs of both global and local audience?
Basic methodology is the same as tailoring global content to develop local content to meet needs of local audience; that is, adding/deleting irrelevant information and/or changing the viewpoint/subject and remake the content based on the buyer persona of audience segment.
The author would like to explain with a website (web content) she and the team members developed 2001-2002 to start creating and increasing fans of the company and the products/services, targeting children, when she was working for her former employer (a Japanese consumer electronics giant).
1) How series of websites were first planned and developed
Being a global company based in Japan, branding such as website concept and title was developed from global perspective, while Japanese website was planned and developed. After the completion of the Japanese website targeting Japanese local audience, English website targeting global audience and Chinese website targeting Chinese audience were developed, because it was considered that the Japanese website concept would be acceptable worldwide.
2) Japanese website: the start of the initiative.
The website as of today is http://pks.panasonic.co.jp/, targeting children around 8 years old, who are “future customers” of the company and also already the key players in making purchasing decision in Japan.
Contents include basics (theories and facts) about consumer electronics such as how consumer electronics work and their history, i.e. how they were first born and then evolved to become advanced as of today.
There are also contents that are not necessarily related to consumer electronics and/or related to culture, and manners and customs, such as flags of major worldwide countries to evoke interest in other countries, and about environment such as importance of environmental preservation and what can be cone in everyday lives to contribute to environmental preservation.
3) English content for global audience
Contents on basic facts of consumer electronics were translated from Japanese to English. However, contents that focus on culture, and manners and customers were carefully reviewed. Information that could lead to misunderstanding or Japan specific that was considered not to attract attention and interest of global audience were dropped out, thus which blocks of information to include as global contents were selected. And any tailoring and modifications required were done in the process of translation, based on multiple buyer persona of 8 year children from major countries and regions.
4) Chinese content for China local audience
As a first step, English global content was translated into Chinese. Then, the website was transferred to China local site, and China local content that is specific to China market such as information related to Chinese society and market/marketing were added locally.
5) How series of websites evolved as time went on after 2002.
(1) Addition of different kinds of contents meeting local needs (in Japan)
Besides updating of contents of basics, variety of other kinds of contents which might be indirectly related to consumer electronics have been/still being added, such as how to make primitive telephone from strings and cardboards. Also events are planned and held collaborating with company showrooms located in Tokyo and Osaka, especially in summer and spring, and information about and linking with such events are also created.
Such contents are designed to help children do their summer holiday homework, because it is typical in Japan that children are assigned to make observation of something such as how sunflowers grow, make something on their own, and write diary with pictures during summer when they have long holiday (Japanese school year starts in April).
(2) Addition of contents targeting teachers and parents (in Japan)
Since there were many inquiries from teachers and parents, contents targeting teachers and parents were developed in 2006. Also, e-newsletter targeting teachers and parents exclusively was started to be distributed in 2006, and the e-newsletter that had been distributed since 2002 was reviewed to better target children.
(3) Addition of contents about worldwide contest
Studying of developing global community and starting contests had started from 2003, considering the initiative that had been going on locally in the U.S. for 10 years. First, the U.S., initiative was collaborated with Global & Group HQ ( in Japan) then content of some topics started to be held online. One of the recent example is as below.
The Eco Picture Diary Contest
http://pks.panasonic.co.jp/eco-global/2009/en/
In the upcoming article, the author would like to explain how global content is developed as a new local content totally and vise versa, delivering the consistent global message.
This article is the continuation of the previous article, which is about developing and evolving content for global and local audience based on local information.
1. What kind of local information can be developed into content targeting global audience as well as local audience?
Local information need to be informative and of value to global audience. There are mainly 3 types of information that can be developed into content targeting global audience as well as local audience.
1) Advanced, innovative and creative local information.
Typical examples include that of locally-developed innovation such as world-first innovative technology and locally-developed innovative and creative activities. These kinds of contents are, in a sense, best practice sharing, of variety of topics. The website example presented later in this article can be categorized in this.
2) Unique local information yet underlying concept/message/philosophy is of globally universal, and /or local information depicts global trend well.
Typical topics of this kind of information include environment, healthcare, leadership and management and humanity. Some easy-to-understand examples from the author’s blog about Japan include the following.
Turning Point in Japan's Trade with China
http://moyanagijapan.thoseinmedia.com/2010/07/18/turning-point-in-japan%e2%80%99s-trade-with-china/
This depicts the global trend of China’s emergence as the world’s consumption market, and attracted interests of worldwide online people, with feedback and retweets.
3) Very unique, full of originality local information that attracts interest of global audience.
Typical topics of this kind of information include culture, and manners and customs. Some easy-to-understand examples from the author’s blog include the following:-
What is Japanese Valentine's Day and White Day?
http://moyanagijapan.thoseinmedia.com/2010/03/12/what-is-japanese-valentine%e2%80%99s-day-and-white-day/
This is about Japanese original Valentine’s Day. This attracted interest of the author’s worldwide Twitter and Facebook friends, with comments/feedback and retweets.
2. How can local information developed into global content and local content, meeting needs of both global and local audience?
Basic methodology is the same as tailoring global content to develop local content to meet needs of local audience; that is, adding/deleting irrelevant information and/or changing the viewpoint/subject and remake the content based on the buyer persona of audience segment.
The author would like to explain with a website (web content) she and the team members developed 2001-2002 to start creating and increasing fans of the company and the products/services, targeting children, when she was working for her former employer (a Japanese consumer electronics giant).
1) How series of websites were first planned and developed
Being a global company based in Japan, branding such as website concept and title was developed from global perspective, while Japanese website was planned and developed. After the completion of the Japanese website targeting Japanese local audience, English website targeting global audience and Chinese website targeting Chinese audience were developed, because it was considered that the Japanese website concept would be acceptable worldwide.
2) Japanese website: the start of the initiative.
The website as of today is http://pks.panasonic.co.jp/, targeting children around 8 years old, who are “future customers” of the company and also already the key players in making purchasing decision in Japan.
Contents include basics (theories and facts) about consumer electronics such as how consumer electronics work and their history, i.e. how they were first born and then evolved to become advanced as of today.
There are also contents that are not necessarily related to consumer electronics and/or related to culture, and manners and customs, such as flags of major worldwide countries to evoke interest in other countries, and about environment such as importance of environmental preservation and what can be cone in everyday lives to contribute to environmental preservation.
3) English content for global audience
Contents on basic facts of consumer electronics were translated from Japanese to English. However, contents that focus on culture, and manners and customers were carefully reviewed. Information that could lead to misunderstanding or Japan specific that was considered not to attract attention and interest of global audience were dropped out, thus which blocks of information to include as global contents were selected. And any tailoring and modifications required were done in the process of translation, based on multiple buyer persona of 8 year children from major countries and regions.
4) Chinese content for China local audience
As a first step, English global content was translated into Chinese. Then, the website was transferred to China local site, and China local content that is specific to China market such as information related to Chinese society and market/marketing were added locally.
5) How series of websites evolved as time went on after 2002.
(1) Addition of different kinds of contents meeting local needs (in Japan)
Besides updating of contents of basics, variety of other kinds of contents which might be indirectly related to consumer electronics have been/still being added, such as how to make primitive telephone from strings and cardboards. Also events are planned and held collaborating with company showrooms located in Tokyo and Osaka, especially in summer and spring, and information about and linking with such events are also created.
Such contents are designed to help children do their summer holiday homework, because it is typical in Japan that children are assigned to make observation of something such as how sunflowers grow, make something on their own, and write diary with pictures during summer when they have long holiday (Japanese school year starts in April).
(2) Addition of contents targeting teachers and parents (in Japan)
Since there were many inquiries from teachers and parents, contents targeting teachers and parents were developed in 2006. Also, e-newsletter targeting teachers and parents exclusively was started to be distributed in 2006, and the e-newsletter that had been distributed since 2002 was reviewed to better target children.
(3) Addition of contents about worldwide contest
Studying of developing global community and starting contests had started from 2003, considering the initiative that had been going on locally in the U.S. for 10 years. First, the U.S., initiative was collaborated with Global & Group HQ ( in Japan) then content of some topics started to be held online. One of the recent example is as below.
The Eco Picture Diary Contest
http://pks.panasonic.co.jp/eco-global/2009/en/
In the upcoming article, the author would like to explain how global content is developed as a new local content totally and vise versa, delivering the consistent global message.
Saturday, 24 July 2010
Vol.36 – How to Tailor Global Content to Meet Local Needs (Part 2)
The previous article Vol.35: How to Tailor Global Content to Meet Local Needs (Part 1) was about developing content meeting needs of local audience while delivering consistent global message by adding and/or replacing with local details.
This article is the continuation of the previous article, which is about developing content meeting needs of local audience while delivering consistent global message by tailoring the global content totally to meet local needs.
1. What is the primary methodology of tailoring the global content totally to meet local needs?
It is by changing the viewpoint, from global to local, often changing the subject and developing content from the eyes of local representatives. This methodology is used in many news and contents on international topics (e.g. summit, environmental issues) and global events such as Olympics and World Cup games.
For example, news about summit is global but very often it is reported in each countries differently, focusing on their leaders and topics of their own country because local audience (i.e. audience in their own country) would be interested in such contents. Olympics and World Cup games are also usually reported in the similar manner for the same reason. In reality, what are reported/broadcasted in detail/full are very often only the games in which the athletes of the country play.
2. How is the methodology of changing the viewpoint/subject applied in developing local content based global content?
The author would like to explain with a typical example. She would like to take a case in of a global event in which people from Global HQ and local executives participate.
1) Overview of the global event
Global event is a ceremony cerebrating achievement of a milestone of a global project, hosted by Singapore. Japan top executive representing the primary client of the project is invited, and executives from global HQ and collaborator of Singapore from Japan join.
2) How the global and local content of the global event can be developed meeting the needs of global and local audience
(1) Global content targeting global audience
Content (article) is usually developed in a neutral, third person viewpoint, informing facts. The text would be in third person to make the total style of usual corporate content.
The information would likely to include overview of the ceremony with brief explanation of each session. If some kind of message is to be included, it is possible that such things as how global collaboration made the project successful are also included to encourage collaboration, and/or add humanity touch to attract interest of the target audience.
(2) Singapore content targeting Singapore audience
Content (article) is usually developed informing facts but from Singapore (host) viewpoint. Although the text would likely be in third person and the style of usual corporate content, subject would be Singapore = host.
The information would likely include overview of the ceremony and explanation of each session, possibly in depth.
Additional, more casual content can also be developed, to attract empathy and interest of the Singapore local audience, such as depicting backyard of the project and the ceremony. Such contents are usually effective ifs developed from the eyes of the project key persons and ceremony organizers, to add humanity aspects.
(3) Japan content targeting Japanese people under the umbrella of Japan project collaborator
Content (article) is usually developed informing facts but likely from the eyes of the Japan project collaborator/team members. The style is better if it is in usual corporate content style but the subject would be in the person who joined the ceremony on the day if the content is from the eyes of that person, which is likely to be more effective rather than in normal third person style.
The information would be overview of the ceremony and explanation of each session. It is probably more effective if how Japan project members collaborated to make this project a success is also included to attract the empathy and interest of the target audience and to add humanity aspects.
(4) Japan content targeting Japanese people under the top executive
Very brief content (article) is usually developed informing facts, focusing on the Japan top executive’s attendance. The text would be in third person, in usual corporate content style.
The subject is the Japan top executive and the information included is likely to focus solely on the highlights of the ceremony such as the session in which the Japan top executive made a speech and other ceremonial events held in which the Japan top executives attended.
Approach of changing the viewpoint/subject is also effective in developing global and local content of a local issue.
The author would like to explain how in the upcoming article.
This article is the continuation of the previous article, which is about developing content meeting needs of local audience while delivering consistent global message by tailoring the global content totally to meet local needs.
1. What is the primary methodology of tailoring the global content totally to meet local needs?
It is by changing the viewpoint, from global to local, often changing the subject and developing content from the eyes of local representatives. This methodology is used in many news and contents on international topics (e.g. summit, environmental issues) and global events such as Olympics and World Cup games.
For example, news about summit is global but very often it is reported in each countries differently, focusing on their leaders and topics of their own country because local audience (i.e. audience in their own country) would be interested in such contents. Olympics and World Cup games are also usually reported in the similar manner for the same reason. In reality, what are reported/broadcasted in detail/full are very often only the games in which the athletes of the country play.
2. How is the methodology of changing the viewpoint/subject applied in developing local content based global content?
The author would like to explain with a typical example. She would like to take a case in of a global event in which people from Global HQ and local executives participate.
1) Overview of the global event
Global event is a ceremony cerebrating achievement of a milestone of a global project, hosted by Singapore. Japan top executive representing the primary client of the project is invited, and executives from global HQ and collaborator of Singapore from Japan join.
2) How the global and local content of the global event can be developed meeting the needs of global and local audience
(1) Global content targeting global audience
Content (article) is usually developed in a neutral, third person viewpoint, informing facts. The text would be in third person to make the total style of usual corporate content.
The information would likely to include overview of the ceremony with brief explanation of each session. If some kind of message is to be included, it is possible that such things as how global collaboration made the project successful are also included to encourage collaboration, and/or add humanity touch to attract interest of the target audience.
(2) Singapore content targeting Singapore audience
Content (article) is usually developed informing facts but from Singapore (host) viewpoint. Although the text would likely be in third person and the style of usual corporate content, subject would be Singapore = host.
The information would likely include overview of the ceremony and explanation of each session, possibly in depth.
Additional, more casual content can also be developed, to attract empathy and interest of the Singapore local audience, such as depicting backyard of the project and the ceremony. Such contents are usually effective ifs developed from the eyes of the project key persons and ceremony organizers, to add humanity aspects.
(3) Japan content targeting Japanese people under the umbrella of Japan project collaborator
Content (article) is usually developed informing facts but likely from the eyes of the Japan project collaborator/team members. The style is better if it is in usual corporate content style but the subject would be in the person who joined the ceremony on the day if the content is from the eyes of that person, which is likely to be more effective rather than in normal third person style.
The information would be overview of the ceremony and explanation of each session. It is probably more effective if how Japan project members collaborated to make this project a success is also included to attract the empathy and interest of the target audience and to add humanity aspects.
(4) Japan content targeting Japanese people under the top executive
Very brief content (article) is usually developed informing facts, focusing on the Japan top executive’s attendance. The text would be in third person, in usual corporate content style.
The subject is the Japan top executive and the information included is likely to focus solely on the highlights of the ceremony such as the session in which the Japan top executive made a speech and other ceremonial events held in which the Japan top executives attended.
Approach of changing the viewpoint/subject is also effective in developing global and local content of a local issue.
The author would like to explain how in the upcoming article.
Saturday, 17 July 2010
Vol.35 – How to Tailor Global Content to Meet Local Needs (Part 1)
The previous article Vol.34: How to Deliver Consistent Message to Global and Local Audience was about effectively delivering consistent message with consistent branding to global and local audience online and offline, meeting needs of both global and local audience.
This article is the continuation of the previous article, which is about developing content meeting needs of local audience while delivering consistent global message.
1. What must be considered first in tailoring global content to meet local needs?
Similarly to any other contents, relevance must be considered first in planning and developing content meeting local needs. The objectives of the buyer persona of the local audience and the relevant content for each buyer persona need to be considered.
Some global content may not be necessary to be delivered to local audience. Some of the examples of global contents mentioned in the previous article Vol.34: How to Deliver Consistent Message to Global and Local Audience are not always necessary to be delivered to local audience, for example, to local business partners (PR agencies) wanting to start business with local office and to consumers wanting to buy local products and services.
Some other global contents need to be delivered to local audience but do not need to be tailored but simple translation at most is appropriate, such as financial (IR) information. Such information is necessary and valuable to local investors as a great source in making investment judgments.
And, some other global contents need to be delivered to local audience and need to be tailored to meet local needs, although the degree and methodology is case by case. Such contents are focus of this article and upcoming article(s).
2. What is the primary methodology of tailoring global content?
The methodology mostly adopted in tailoring global content is adding and/or replacing details (examples and explanations) with local ones. This methodology is often taken for “other facts about the company/individual” mentioned in the previous article Vol.34: How to Deliver Consistent Message to Global and Local Audience.
This methodology is adopted because of local laws and restrictions, and other local situations attributing to local society, manners and customs, and culture that cannot be covered by global content/side.
1) Adding local details
A good example of adding details and examples may be compliance related content. Basic philosophy and information of compliance is consistent worldwide and some main examples can be provided globally, but many needs to be provided locally, meeting local needs and situation. This is why most compliance related information provided from global side always has phrases saying details are apt to local laws and restrictions.
Thus, local laws and restrictions, and concrete examples based on local laws and restrictions added locally. Also, concrete examples of cases to explain and/or support worldwide philosophy and policy are added locally.
Another example of adding details and examples may be sustainability (CSR and environment preservation) content. Basic philosophy and information of such content is consistent worldwide, but details are usually added locally for the same reason and in similar way as compliance related content. Also, information on local activities is added locally.
News releases and product information and other contents are planned and developed with the same concept.
2) Replacing with local details
This methodology might sound odd but the author has presented this methodology, distinguishing from adding local details because some methodologies taken are not quite adding but really replacing, whether the degree is large or small.
(1) Words and phrases, and sentence level
In practice, this methodology is on sentence level even in some of the global contents that are considered to be simply translation to local language. For example, in the case of mentioning M&A of a company, the timing (year) was replaced with the local one because it took place one year after the global.
Also, words and phrases are not literally translated but replaced by local equivalents for local audience to understand better. For example, when translating “emerging market” into Japanese, the author often replaces it with something like “countries of what we call BRICs”. “BRICs” is the term widely used in Japan meaning “Brazil, Russia, India, China and South Africa” and this term is much easier for the local audience to understand.
(2) Content level
The methodology of replacing with local details on content level is probably most adopted in explaining features/usage of products and services considering the local society, lifestyle, manners and customers and culture.
An example is what the author did for a matrix chart of plotting digital AV products based on assumed lifestyles of customer segments (buyer persona) when she was responsible for product marketing covering worldwide market. The matrix was a content of a training tool for worldwide sales person.
She first developed a “standard” matrix, i.e. global content. She then developed a few “derivatives” from the “standard” matrix to meet some specific regions based on their product line-up and the lifestyles, manners and customer and culture.
(3) Description/headline level
Although of a little different perspective, there is another methodology which can be categorized as replacing with local details. This is what the author often adopts in tweeting on Twitter and posting updates on Facebook. That is posting updates of different contents in English (global audience) and Japanese (Japan local audience) meeting their respective needs although the links is the same.
3. What methodologies need to be adopted when adding and/or replacing with local details is insufficient?
There are mainly 2 ways to overcome such a situation. The first methodology is tailoring the global content totally to meet local needs. The second is developing a new local content totally with delivering the consistent global message.
The first methodology will be the topic of the upcoming article.
This article is the continuation of the previous article, which is about developing content meeting needs of local audience while delivering consistent global message.
1. What must be considered first in tailoring global content to meet local needs?
Similarly to any other contents, relevance must be considered first in planning and developing content meeting local needs. The objectives of the buyer persona of the local audience and the relevant content for each buyer persona need to be considered.
Some global content may not be necessary to be delivered to local audience. Some of the examples of global contents mentioned in the previous article Vol.34: How to Deliver Consistent Message to Global and Local Audience are not always necessary to be delivered to local audience, for example, to local business partners (PR agencies) wanting to start business with local office and to consumers wanting to buy local products and services.
Some other global contents need to be delivered to local audience but do not need to be tailored but simple translation at most is appropriate, such as financial (IR) information. Such information is necessary and valuable to local investors as a great source in making investment judgments.
And, some other global contents need to be delivered to local audience and need to be tailored to meet local needs, although the degree and methodology is case by case. Such contents are focus of this article and upcoming article(s).
2. What is the primary methodology of tailoring global content?
The methodology mostly adopted in tailoring global content is adding and/or replacing details (examples and explanations) with local ones. This methodology is often taken for “other facts about the company/individual” mentioned in the previous article Vol.34: How to Deliver Consistent Message to Global and Local Audience.
This methodology is adopted because of local laws and restrictions, and other local situations attributing to local society, manners and customs, and culture that cannot be covered by global content/side.
1) Adding local details
A good example of adding details and examples may be compliance related content. Basic philosophy and information of compliance is consistent worldwide and some main examples can be provided globally, but many needs to be provided locally, meeting local needs and situation. This is why most compliance related information provided from global side always has phrases saying details are apt to local laws and restrictions.
Thus, local laws and restrictions, and concrete examples based on local laws and restrictions added locally. Also, concrete examples of cases to explain and/or support worldwide philosophy and policy are added locally.
Another example of adding details and examples may be sustainability (CSR and environment preservation) content. Basic philosophy and information of such content is consistent worldwide, but details are usually added locally for the same reason and in similar way as compliance related content. Also, information on local activities is added locally.
News releases and product information and other contents are planned and developed with the same concept.
2) Replacing with local details
This methodology might sound odd but the author has presented this methodology, distinguishing from adding local details because some methodologies taken are not quite adding but really replacing, whether the degree is large or small.
(1) Words and phrases, and sentence level
In practice, this methodology is on sentence level even in some of the global contents that are considered to be simply translation to local language. For example, in the case of mentioning M&A of a company, the timing (year) was replaced with the local one because it took place one year after the global.
Also, words and phrases are not literally translated but replaced by local equivalents for local audience to understand better. For example, when translating “emerging market” into Japanese, the author often replaces it with something like “countries of what we call BRICs”. “BRICs” is the term widely used in Japan meaning “Brazil, Russia, India, China and South Africa” and this term is much easier for the local audience to understand.
(2) Content level
The methodology of replacing with local details on content level is probably most adopted in explaining features/usage of products and services considering the local society, lifestyle, manners and customers and culture.
An example is what the author did for a matrix chart of plotting digital AV products based on assumed lifestyles of customer segments (buyer persona) when she was responsible for product marketing covering worldwide market. The matrix was a content of a training tool for worldwide sales person.
She first developed a “standard” matrix, i.e. global content. She then developed a few “derivatives” from the “standard” matrix to meet some specific regions based on their product line-up and the lifestyles, manners and customer and culture.
(3) Description/headline level
Although of a little different perspective, there is another methodology which can be categorized as replacing with local details. This is what the author often adopts in tweeting on Twitter and posting updates on Facebook. That is posting updates of different contents in English (global audience) and Japanese (Japan local audience) meeting their respective needs although the links is the same.
3. What methodologies need to be adopted when adding and/or replacing with local details is insufficient?
There are mainly 2 ways to overcome such a situation. The first methodology is tailoring the global content totally to meet local needs. The second is developing a new local content totally with delivering the consistent global message.
The first methodology will be the topic of the upcoming article.
Saturday, 10 July 2010
Vol.34 – How to Deliver Consistent Message to Global and Local Audience
The previous article Vol.33: How to Develop Corporate Contents with Consistent Corporate Branding was about developing online and offline contents to deliver consistent message with consistent corporate branding.
This article discusses effectively delivering consistent message with consistent branding to global and local audience online and offline, meeting needs of both global and local audience. The discussion is based on the author’s experience of marketing and communication to global and Japan local audience at work and also on how she has been managing social media (English and Japanese blogs, two separate twitter accounts, and one Facebook account targeting global and local friends).
1. What are the KFS for delivering consistent message to global and local audience?
What to keep consistent worldwide and what to tailor to meet local needs must be clarified after careful selection and defining to effectively deliver consistent message with consistent branding to global and local audience, online and offline, meeting all their needs. This is the KFS (Key Factors for Success) to effectively deliver consistent message to global and local audience with consistent branding, meeting needs of both global and local audience.
2. What needs to be consistent for both global and local audience and what needs to be tailored to meet local needs?
The following are main examples of things that need to be consistent for both global and local audience (and for all customer segments, i.e. buying persona).
1) Core message and branding
Needless to say, core message and branding should be consistent regardless of customer/audience segment. All the contents are to support core message, developed under consistent branding principle.
In the case of many companies, core message and branding is made into a slogan or something similar, which is translated to local languages, and symbolized by CI (Corporate Identity) logos. Slogan (or something similar) may well be combined with CI logos, such as “imagination at work” of GE, “Connecting People” of Nokia and “ideas for life” of Panasonic.
Corporate (and/or product) branding guidelines are usually developed and applied worldwide to keep consistency. In such guidelines, items such as colour/format/proportion/spacing of the logo and layout and style of visual/copy are defined. These needs to be applied regardless of customer/audience segmentation, media and communication channel etc.
2) Facts and data
There are many kinds of facts and data that need to be consistent to both global and local audience.
(1) Overview of the organization / individual
In the case of a company, this would be Company Information that was mentioned in the previous article Vol 33: How to Develop Corporate Contents with Consisten Corporate Branding. Many global companies deliver consistent information of the overview of the global company by making local websites link to the global page (in English) and/or by making local branches precisely translate the global page information into their language then post the translation on their local website. The translation is used in offline media/tools such as brochure.
In the case of the individual, this would be profile (page) and bio on website and all online communities such as blogs, LinkedIn, Facebook, Twitter. If he/she is to be introduced in online and/or offline media and is edited by the media, the primary source needs to be his/her profile and bio to keep the information consistent.
(2) Financial information (IR information)
This is as mentioned in Vol.33: How to Develop Corporate Contents with Consistent Corporate Branding.
Most global companies deliver consistent information of this kind by the very same method mentioned above in delivering consistent global company overview information.
Global company information and IR information including financial announcement press releases can be said as the main global content of global companies.
(3) Other facts about the company/individual
In the case of a company, this would be basic information of career information and information of other topics mentioned in Vol.33: How to Develop Corporate Contents with Consistent Corporate Branding. Such information includes press releases and all other content.
The reason why the author says “basic information” is that the basic facts and philosophy of the information is universal worldwide and therefore needs to be consistent; however, details and concrete case information needs to be tailored locally depending on local law, society, culture and other issues. Also, what aspects to be focused to explain some topics and its approach needs to be carefully selected and defined to meet local needs.
The same concept applies in the case of an individual.
(4) Basic product/service information
The reason why the author says “basic” product information is the same as the reason for other facts about the company/individual mentioned above. Such information includes press releases and all other content.
Product and service specification remains consistent worldwide, so are bullet copies describing products and services. The exception is when the details of the products and services have been tailed according to the market segment. This is quite usual for consumer products and services at least.
Explanation of benefits and concrete case studies may well be tailored locally depending on local needs including society, culture, law and other issues. What aspects to be focused to effectively explain benefits and how needs to be carefully selected and defined to meet local needs.
An example of such exception is of global strategic flagship consumer products and services, consistent message and branding is delivered with the same visual, headline and copy. Panasonic adopted this approach in marketing first flat panel TVs. This approach also seems to be widely adopted in the case of IT software (e.g. security), especially when their global business is at early stage.
3. How is content developed tailoring to meet local audience while delivering consistent message?
Outline of this has already been touched on in (3) and (4) above.
The author would like to further discuss this in the upcoming article.
This article discusses effectively delivering consistent message with consistent branding to global and local audience online and offline, meeting needs of both global and local audience. The discussion is based on the author’s experience of marketing and communication to global and Japan local audience at work and also on how she has been managing social media (English and Japanese blogs, two separate twitter accounts, and one Facebook account targeting global and local friends).
1. What are the KFS for delivering consistent message to global and local audience?
What to keep consistent worldwide and what to tailor to meet local needs must be clarified after careful selection and defining to effectively deliver consistent message with consistent branding to global and local audience, online and offline, meeting all their needs. This is the KFS (Key Factors for Success) to effectively deliver consistent message to global and local audience with consistent branding, meeting needs of both global and local audience.
2. What needs to be consistent for both global and local audience and what needs to be tailored to meet local needs?
The following are main examples of things that need to be consistent for both global and local audience (and for all customer segments, i.e. buying persona).
1) Core message and branding
Needless to say, core message and branding should be consistent regardless of customer/audience segment. All the contents are to support core message, developed under consistent branding principle.
In the case of many companies, core message and branding is made into a slogan or something similar, which is translated to local languages, and symbolized by CI (Corporate Identity) logos. Slogan (or something similar) may well be combined with CI logos, such as “imagination at work” of GE, “Connecting People” of Nokia and “ideas for life” of Panasonic.
Corporate (and/or product) branding guidelines are usually developed and applied worldwide to keep consistency. In such guidelines, items such as colour/format/proportion/spacing of the logo and layout and style of visual/copy are defined. These needs to be applied regardless of customer/audience segmentation, media and communication channel etc.
2) Facts and data
There are many kinds of facts and data that need to be consistent to both global and local audience.
(1) Overview of the organization / individual
In the case of a company, this would be Company Information that was mentioned in the previous article Vol 33: How to Develop Corporate Contents with Consisten Corporate Branding. Many global companies deliver consistent information of the overview of the global company by making local websites link to the global page (in English) and/or by making local branches precisely translate the global page information into their language then post the translation on their local website. The translation is used in offline media/tools such as brochure.
In the case of the individual, this would be profile (page) and bio on website and all online communities such as blogs, LinkedIn, Facebook, Twitter. If he/she is to be introduced in online and/or offline media and is edited by the media, the primary source needs to be his/her profile and bio to keep the information consistent.
(2) Financial information (IR information)
This is as mentioned in Vol.33: How to Develop Corporate Contents with Consistent Corporate Branding.
Most global companies deliver consistent information of this kind by the very same method mentioned above in delivering consistent global company overview information.
Global company information and IR information including financial announcement press releases can be said as the main global content of global companies.
(3) Other facts about the company/individual
In the case of a company, this would be basic information of career information and information of other topics mentioned in Vol.33: How to Develop Corporate Contents with Consistent Corporate Branding. Such information includes press releases and all other content.
The reason why the author says “basic information” is that the basic facts and philosophy of the information is universal worldwide and therefore needs to be consistent; however, details and concrete case information needs to be tailored locally depending on local law, society, culture and other issues. Also, what aspects to be focused to explain some topics and its approach needs to be carefully selected and defined to meet local needs.
The same concept applies in the case of an individual.
(4) Basic product/service information
The reason why the author says “basic” product information is the same as the reason for other facts about the company/individual mentioned above. Such information includes press releases and all other content.
Product and service specification remains consistent worldwide, so are bullet copies describing products and services. The exception is when the details of the products and services have been tailed according to the market segment. This is quite usual for consumer products and services at least.
Explanation of benefits and concrete case studies may well be tailored locally depending on local needs including society, culture, law and other issues. What aspects to be focused to effectively explain benefits and how needs to be carefully selected and defined to meet local needs.
An example of such exception is of global strategic flagship consumer products and services, consistent message and branding is delivered with the same visual, headline and copy. Panasonic adopted this approach in marketing first flat panel TVs. This approach also seems to be widely adopted in the case of IT software (e.g. security), especially when their global business is at early stage.
3. How is content developed tailoring to meet local audience while delivering consistent message?
Outline of this has already been touched on in (3) and (4) above.
The author would like to further discuss this in the upcoming article.
Saturday, 26 June 2010
Vol.33: How to Develop Corporate Contents with Consistent Corporate Branding
The previous article Vol.32: 7 Requirements to Deliver Consistent Message Online & Offline was about requirements to deliver consistent message online and offline for synergy.
This article discusses developing online and offline contents to deliver consistent message with consistent corporate branding.
1. What kinds of corporate contents are there?
The following are some of the major corporate contents.
1) Company information
This is information about the company. This includes basic information and data of the company, company vision/strategy and statement including message from the top executive and history of the company to name a few. In short, they are the kind of web contents posted in “About Us” section of company websites and information included in company brochure.
2) Information for media - Press/news release
This was originally announcement/information delivered from the company to mass media exclusively but today it is accessible by the general public also with the emergence and proliferation of the Internet. Topics include everything, from management/corporate information such as company policy/strategy, organizational/leadership announcement and financial performance announcement to new products and services announcement.
3) Financial information (IR information)
This is company information focusing on financial information and other information relevant for investment. Topics range from message to shareholders, presentation (webcast, PPT materials etc.) and events schedule to annual reports. Press releases of financial performance announcement also fall under this category as well.
4) Career information
This is information relevant for job seekers. Topics range from basic company information and contents introducing their employees to event schedule and procedures of application. Some companies use basic company information mentioned above while some others tailor basic company information to meet needs of job seekers to make it separate content.
5) Information of other topics
Some companies have independent strategic corporate contents such as environmental preservation, sustainability/CSR, and Diversity & Inclusion. And in addition to annual report, many companies publish other reports of sustainability, CSR and environmental preservation. How they categorize differs from company to company.
2. Who are main targets of corporate contents?
In theory everyone can be target but assumed specifics (buying persona) depend on contents. For instance, it would be financial institutions and individual investors for financial (IR) information, media and journalists for press/news releases, job seekers for recruiting information, and business partners for company information and financial information.
In reality, it really depends on the objectives of the individual audience. What can be said is that people who access to corporate content are mostly current and potential business person.
3. How are branding and style?
From the assumed objective/ setting of usage and target, it is natural that branding and style of corporate content would be rather official (i.e. not too casual and personal). The degree of how much formal depends on the industry and company.
1) Visual
CI (Corporate Identity) logo and colour is usually developed and determined, and are used consistently throughout the content regardless of types of media/communication channels. CI is an intellectual property and the companies usually acquire copy right. And to assure consistent use of CI and consistent branding, most companies produce guidelines/manuals.
Key images are also usually created, determined in line with corporate branding and therefore this is usually of not too casual and personal. This is also used consistently regardless of types of media and communication channel/tools. Many companies include key image issues in their branding guidelines/manuals.
Design and layout is also usually kept conservative and simple compared to product and entertainment contents. Many companies include this issue also in their corporate branding guidelines and manuals.
2) Text
Corporate contents are usually subjective and their style of writing is usually of business writing. Headlines and texts are developed from company perspective. Body texts are usually written usually in third person. Sentence structure is usually kept simple. Clarity is also important and ambiguity needs to be kept to minimum. Some companies have guidelines or rules of text style, at least in writing press/news releases.
One of the possible exceptions of not being written in third person is content introducing employees to job seekers (new graduates). This is when, for example, it is in interview style or strategically written in first person, introducing the company and how it is working in the company from the eye of the employee.
4. What kind of media and communication channels are used?
Both online and offline media and communication channels/tools are used. Most common ones are website, online and offline news releases, and brochures (offline) and PDF files/HTM pages (online) of various reports and company information.
For online contents, use of rich content such as webcast (streaming content) is effective and in fact already used by many companies for delivering financial presentation, often together with presentation materials. This is a good way to deliver offline event information to as many online audiences as possible who cannot attend offline event. This is also a good way of online and offline integrated communication for synergy.
In addition, more and more companies make effective use of webcast (a few minutes online video) for other strategic contents as well with the popularization of YouTube. More use of effective use of rich content in addition to basic text (static) content is one of the assumed trends even in corporate contents.
5. What is the author’s conclusion?
Corporate contents are in general conservative, kept simple and business like because of the target and the nature of the content to deliver consistent message. Contents can be made attractive and effectively delivered by good designing, layout and text style. And for online contents effective use of web 2.0 technologies can make creative, rich contents. This has already been a trend, and is likely to continue in the future as well.
Underling the consistency is corporate branding. To assure consistent corporate branding, guidelines and manuals are usually developed and rolled out, covering issues such as CI logo, visuals and design/layout. This is applied to all contents and media/communication channels/tools.
This article discusses developing online and offline contents to deliver consistent message with consistent corporate branding.
1. What kinds of corporate contents are there?
The following are some of the major corporate contents.
1) Company information
This is information about the company. This includes basic information and data of the company, company vision/strategy and statement including message from the top executive and history of the company to name a few. In short, they are the kind of web contents posted in “About Us” section of company websites and information included in company brochure.
2) Information for media - Press/news release
This was originally announcement/information delivered from the company to mass media exclusively but today it is accessible by the general public also with the emergence and proliferation of the Internet. Topics include everything, from management/corporate information such as company policy/strategy, organizational/leadership announcement and financial performance announcement to new products and services announcement.
3) Financial information (IR information)
This is company information focusing on financial information and other information relevant for investment. Topics range from message to shareholders, presentation (webcast, PPT materials etc.) and events schedule to annual reports. Press releases of financial performance announcement also fall under this category as well.
4) Career information
This is information relevant for job seekers. Topics range from basic company information and contents introducing their employees to event schedule and procedures of application. Some companies use basic company information mentioned above while some others tailor basic company information to meet needs of job seekers to make it separate content.
5) Information of other topics
Some companies have independent strategic corporate contents such as environmental preservation, sustainability/CSR, and Diversity & Inclusion. And in addition to annual report, many companies publish other reports of sustainability, CSR and environmental preservation. How they categorize differs from company to company.
2. Who are main targets of corporate contents?
In theory everyone can be target but assumed specifics (buying persona) depend on contents. For instance, it would be financial institutions and individual investors for financial (IR) information, media and journalists for press/news releases, job seekers for recruiting information, and business partners for company information and financial information.
In reality, it really depends on the objectives of the individual audience. What can be said is that people who access to corporate content are mostly current and potential business person.
3. How are branding and style?
From the assumed objective/ setting of usage and target, it is natural that branding and style of corporate content would be rather official (i.e. not too casual and personal). The degree of how much formal depends on the industry and company.
1) Visual
CI (Corporate Identity) logo and colour is usually developed and determined, and are used consistently throughout the content regardless of types of media/communication channels. CI is an intellectual property and the companies usually acquire copy right. And to assure consistent use of CI and consistent branding, most companies produce guidelines/manuals.
Key images are also usually created, determined in line with corporate branding and therefore this is usually of not too casual and personal. This is also used consistently regardless of types of media and communication channel/tools. Many companies include key image issues in their branding guidelines/manuals.
Design and layout is also usually kept conservative and simple compared to product and entertainment contents. Many companies include this issue also in their corporate branding guidelines and manuals.
2) Text
Corporate contents are usually subjective and their style of writing is usually of business writing. Headlines and texts are developed from company perspective. Body texts are usually written usually in third person. Sentence structure is usually kept simple. Clarity is also important and ambiguity needs to be kept to minimum. Some companies have guidelines or rules of text style, at least in writing press/news releases.
One of the possible exceptions of not being written in third person is content introducing employees to job seekers (new graduates). This is when, for example, it is in interview style or strategically written in first person, introducing the company and how it is working in the company from the eye of the employee.
4. What kind of media and communication channels are used?
Both online and offline media and communication channels/tools are used. Most common ones are website, online and offline news releases, and brochures (offline) and PDF files/HTM pages (online) of various reports and company information.
For online contents, use of rich content such as webcast (streaming content) is effective and in fact already used by many companies for delivering financial presentation, often together with presentation materials. This is a good way to deliver offline event information to as many online audiences as possible who cannot attend offline event. This is also a good way of online and offline integrated communication for synergy.
In addition, more and more companies make effective use of webcast (a few minutes online video) for other strategic contents as well with the popularization of YouTube. More use of effective use of rich content in addition to basic text (static) content is one of the assumed trends even in corporate contents.
5. What is the author’s conclusion?
Corporate contents are in general conservative, kept simple and business like because of the target and the nature of the content to deliver consistent message. Contents can be made attractive and effectively delivered by good designing, layout and text style. And for online contents effective use of web 2.0 technologies can make creative, rich contents. This has already been a trend, and is likely to continue in the future as well.
Underling the consistency is corporate branding. To assure consistent corporate branding, guidelines and manuals are usually developed and rolled out, covering issues such as CI logo, visuals and design/layout. This is applied to all contents and media/communication channels/tools.
Saturday, 12 June 2010
Vol.32 – 7 Requirements to Deliver Consistent Message Online & Offline
The previous article Vol.31: 10 Dos and Don'ts to Deliver Consistent Message Online & Offline was about integrating contents developed with advertising to deliver consistent message by integrating each media while maximizing effectiveness of each media for online and offline synergy.
This article presents requirements to deliver consistent message online and offline, i.e. achieving what have been discussed in the last 7 articles from Vol.25 through Vol.31. They are, in essence, the same as developing and executing any kind of strategy; however, there are a few points that are specific to this topic.
1. Big picture including clear objective/vision/goal and strategy
Needless to say, objective, vision and goal are required, and then comprehensive strategy of online and offline synergy, filling the gap between the vision/goal and current circumstance, needs to be developed.
Objective needs to be clear and vision needs to be something that can be visualized and make members feel “wow” and energized. Goal needs to be specific, measurable, attainable, relevant and tangible.
Current circumstance including external and internal environment, past performance and feedback from the market (customer, audience) and all other stakeholders needs to be analyzed (quantitative and qualitative) to identify the problems, together with risk analysis. Then prioritize focuses (problems to tackle/solve), which means strategy. This will be made into action plan in execution.
Benchmarking and learning from best practices of other companies/industries are often helpful for breakthrough, out-of-the box thinking.
Some people may say that vision and strategy comes first and others may say that people (core team) comes first. As the concept of “getting the right people to get on the bus then decide where to go” from the book Good to Great – Why Some Companies Make the Leap… and Others Don’t (Collins, 2001), it is usually better to have the core team first and let them develop strategy led by an individual responsible and accountable for the task. This is because it means fair process and team building, to foster commitment and ownership of the core team members. It is only in an emergency when strategy development and implementation needs to be done 1oo% top down that people comes after.
2. Buy-in from the top and senior management
Buy-in from the top and senior management is required for successful implementation of the strategy. Without buy-in. strong leadership and commitment from top and senior management will not be available, meaning organization (employees/members) cannot be navigated to achieve the goal/mission. Also, necessary resources cannot be obtained.
3. An appropriate individual responsible/accountable for the assignment
Leadership and management skills/competencies, and background covering the overall realm (assignment) are the requirements of the individual responsible and accountable for the assignment. He/she does not necessarily have knowledge and expertise in all detailed aspects of the assignment (or rather, people with such knowledge and expertise are usually difficult to find).
If there is a particular issue that needs to be strengthened (e.g. web marketing needs to be focused, building organization is the weakest, processes needs to be reviewed and simplified, building networks with external stakeholder is vital), an individual who is strong in that particular issue is highly desired.
4. No traditional barriers of functions etc.
Delivering consistent message by integrating online and offline media in web 2.0 world cannot be fulfilled in the traditional framework. PR/communication and marketing needs to be converged as mentioned in Vol.7: The New Rules of Marketing, PR and IR in Web 2.0 Online World. Marketing/communication of corporate and product also needs to be converged and integrated. Moreover, external and internal communication needs to be integrated and aligned.
If all mentioned are converged and integrated, all media and communication tools, whether online or offline, would naturally be integrated with optimization.
This is usually more difficult to achieve in a big organization where division of labour needs to be adopted. Possible solutions include cross-function committee, with defined processes and systems in which all related functions are involved.
5. Resources including acquisition/allocation/management with optimization
Resources include budget, manpower (people and organization), infrastructure (hard such as equipment and soft such as software and systems) and information. These resources can be obtained internally and externally; the latter can be acquisition (e.g. external hiring, purchasing infrastructure) and/or lease and alliance.
Resources needs to be allocated with optimization, and appropriately managed with regular monitoring. This is a big challenge when traditional functional barriers are abolished and the individual appointed for the task needs to be political savvy to overcome this. Resource allocation needs to be flexibility changed based on regular monitoring and changes in environment/circumstances.
It is highly desired that people are diverse in terms of skill, competencies and expertise because the task encompasses wide a range of scope meaning diverse skill set and competencies in total are required to accomplish the task. This has much overlap with the next requirement.
6. Knowledge and knowhow necessary to leverage characteristics of each media
Needless to say, knowledge and knowhow of each online and offline media/communication channel are vital as a team/committee. Therefore, necessary skills and competencies, both soft and hard, first needs to be defined, from which requirements of team/committee members are identified, to be assigned.
Knowledge and knowhow often comes from external sources, such as consultants and agencies, online and offline training/education including lectures and seminars, and information in all possible channels and format (publications and online article to name a few).
Having said that, it is through experience that organization and individuals acquire knowledge and knowhow the most. For this reason, assigning team/committee members needs to be done from people development perspective as well as based on their current skills and competencies. This often means succession planning for key roles and positions, which requires defining skills and competencies that becomes necessary in the future although they may not be necessary today.
System that enables continuous obtaining of new knowledge and knowhow is inevitable to keep up with the changing environment and evolution of each media. This is prominent for web/Internet hence the word “dog year”.
7. Change management for right mindset of all individuals
All points mentioned above can only be achieved only with change in mindset and behaviours of all individuals of all levels in the organization. This often means cultural change which requires change management.
This is usually time consuming but needs to be fulfilled with persistence by consistent delivery of message especially to internal stakeholders, actions and behaviours of the management, and celebrating quick wins to gain momentum, all aligned.
This article presents requirements to deliver consistent message online and offline, i.e. achieving what have been discussed in the last 7 articles from Vol.25 through Vol.31. They are, in essence, the same as developing and executing any kind of strategy; however, there are a few points that are specific to this topic.
1. Big picture including clear objective/vision/goal and strategy
Needless to say, objective, vision and goal are required, and then comprehensive strategy of online and offline synergy, filling the gap between the vision/goal and current circumstance, needs to be developed.
Objective needs to be clear and vision needs to be something that can be visualized and make members feel “wow” and energized. Goal needs to be specific, measurable, attainable, relevant and tangible.
Current circumstance including external and internal environment, past performance and feedback from the market (customer, audience) and all other stakeholders needs to be analyzed (quantitative and qualitative) to identify the problems, together with risk analysis. Then prioritize focuses (problems to tackle/solve), which means strategy. This will be made into action plan in execution.
Benchmarking and learning from best practices of other companies/industries are often helpful for breakthrough, out-of-the box thinking.
Some people may say that vision and strategy comes first and others may say that people (core team) comes first. As the concept of “getting the right people to get on the bus then decide where to go” from the book Good to Great – Why Some Companies Make the Leap… and Others Don’t (Collins, 2001), it is usually better to have the core team first and let them develop strategy led by an individual responsible and accountable for the task. This is because it means fair process and team building, to foster commitment and ownership of the core team members. It is only in an emergency when strategy development and implementation needs to be done 1oo% top down that people comes after.
2. Buy-in from the top and senior management
Buy-in from the top and senior management is required for successful implementation of the strategy. Without buy-in. strong leadership and commitment from top and senior management will not be available, meaning organization (employees/members) cannot be navigated to achieve the goal/mission. Also, necessary resources cannot be obtained.
3. An appropriate individual responsible/accountable for the assignment
Leadership and management skills/competencies, and background covering the overall realm (assignment) are the requirements of the individual responsible and accountable for the assignment. He/she does not necessarily have knowledge and expertise in all detailed aspects of the assignment (or rather, people with such knowledge and expertise are usually difficult to find).
If there is a particular issue that needs to be strengthened (e.g. web marketing needs to be focused, building organization is the weakest, processes needs to be reviewed and simplified, building networks with external stakeholder is vital), an individual who is strong in that particular issue is highly desired.
4. No traditional barriers of functions etc.
Delivering consistent message by integrating online and offline media in web 2.0 world cannot be fulfilled in the traditional framework. PR/communication and marketing needs to be converged as mentioned in Vol.7: The New Rules of Marketing, PR and IR in Web 2.0 Online World. Marketing/communication of corporate and product also needs to be converged and integrated. Moreover, external and internal communication needs to be integrated and aligned.
If all mentioned are converged and integrated, all media and communication tools, whether online or offline, would naturally be integrated with optimization.
This is usually more difficult to achieve in a big organization where division of labour needs to be adopted. Possible solutions include cross-function committee, with defined processes and systems in which all related functions are involved.
5. Resources including acquisition/allocation/management with optimization
Resources include budget, manpower (people and organization), infrastructure (hard such as equipment and soft such as software and systems) and information. These resources can be obtained internally and externally; the latter can be acquisition (e.g. external hiring, purchasing infrastructure) and/or lease and alliance.
Resources needs to be allocated with optimization, and appropriately managed with regular monitoring. This is a big challenge when traditional functional barriers are abolished and the individual appointed for the task needs to be political savvy to overcome this. Resource allocation needs to be flexibility changed based on regular monitoring and changes in environment/circumstances.
It is highly desired that people are diverse in terms of skill, competencies and expertise because the task encompasses wide a range of scope meaning diverse skill set and competencies in total are required to accomplish the task. This has much overlap with the next requirement.
6. Knowledge and knowhow necessary to leverage characteristics of each media
Needless to say, knowledge and knowhow of each online and offline media/communication channel are vital as a team/committee. Therefore, necessary skills and competencies, both soft and hard, first needs to be defined, from which requirements of team/committee members are identified, to be assigned.
Knowledge and knowhow often comes from external sources, such as consultants and agencies, online and offline training/education including lectures and seminars, and information in all possible channels and format (publications and online article to name a few).
Having said that, it is through experience that organization and individuals acquire knowledge and knowhow the most. For this reason, assigning team/committee members needs to be done from people development perspective as well as based on their current skills and competencies. This often means succession planning for key roles and positions, which requires defining skills and competencies that becomes necessary in the future although they may not be necessary today.
System that enables continuous obtaining of new knowledge and knowhow is inevitable to keep up with the changing environment and evolution of each media. This is prominent for web/Internet hence the word “dog year”.
7. Change management for right mindset of all individuals
All points mentioned above can only be achieved only with change in mindset and behaviours of all individuals of all levels in the organization. This often means cultural change which requires change management.
This is usually time consuming but needs to be fulfilled with persistence by consistent delivery of message especially to internal stakeholders, actions and behaviours of the management, and celebrating quick wins to gain momentum, all aligned.
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