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Corporate Regionalization & Community Building
- 1. Katelyn Davis - @katelynshelby
- 2. 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.
- 4. 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
- 6. Community Building Problems Caused by Regionalization By becoming less interconnected, there is a lack of community built among the brand.
- 7. Community Building Problems Caused by Regionalization By becoming less interconnected, there is a lack of community built among the brand.
- 8. Community Building Solutions By using a easily accessible mass communication, like Social Media, the community can be brought back together digitally.
- 9. Social Media Strategies for Community Building Internal Corporate Blog Internal Forum External Social Networks
- 10. 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
- 11. 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
- 12. 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
- 13. 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
- 14. Q&A Thank you! - @katelynshelby
Notes de l'éditeur
- Start off by explaining regionalization. Regionalization happens behind the scenes.
- For example: This is one way a global company could spit into 3 pieces There is no definite equation on how to divide Regionalization depends on any number of factors unique to each corporation Why would you break into smaller regions?
- Regionalization happens for many reasons. By becoming less interconnected…
- Let’s work on a smaller scale… a national company. This national company divided into 4 regions, each with a regional headquarters (one of which is the national headquarters). However, this segmentation creates problems internally… creating a sense of community with employees.
- Community Building is important for a company because increases employee awareness and moral by making them feel like they’re part of something bigger. Problems…
- Since this company has regionalized, the employees feel like they only belong to one region—not the company as a whole. Employees start seeing the company in terms of their one region in which they work for instead of the entire national or global corporation. Although each region may function separately, everyone still belongs to the same organization. For example an individual or team in Region Green doesn’t know (or care) what’s going on in Region Purple. So we have to give them a reason to care by building a strong community.
- Communication efforts, including social media, are typically ran by the global/national headquarters.
- Although there are many differ ways to build a community for your company online, I have decided on focusing on internal blogs, internal forums and external social networks.
- We focused on these quite a bit in class. Internal blogs are hosted on a company’s intranet and are only accessible by employees. Ways an internal blog is good for community building: Blog entries give big picture insights (the company as a whole); business strategy; Visibility promotes involvement because once an individual or a team sees recognition given publicly It will get people talking
- Forums are the perfect place for discussions. Once again, this would be hosted internally on the company’s intranet and would only be accessible by employees. Examples: Discussion of corporate policies for when they are being written or changed; great way to gather input from everyone HR departments answer hundreds of questions about insurance and benefits every day during Open Enrollment time. By using a forum they can just answer FAQs once, thus creating a self-help area for employees A thread where executives can answer questions from employees
- Different because the other tactics focused on internal communications. Although the company is segmented internally, it needs to portray a global front to the publics externally.
- Social media is the best choice for community building in companies no matter the company size. It could be a global corporation, national corporation or a local company with several branches. Some things to keep in mind: You regions might be separated by language, offer your content in other languages so everyone can participate Find a volunteer at ever regional headquarters who would like to be a Regional Communications Liaison who will play reporter for that area and mine for stories Whenever there is a communication issue between locations, a well planned and executed social media strategy can be the glue to hold everyone together.
- I’ll now open the floor to questions.