Thinking global acting local on social media

• Main Author: Leoncio, Ireene C.
• Format: text
• Published: Animo Repository 2012
• Subjects: Energy industries—Public relations; Internet marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/6837
• Institution: De La Salle University

Today's communication landscape is continuously undergoing radical changes that defy geographical borders, cultural differences and standard time zones. Digital tools empowered a new breed of global audience. Social media is shaping the way "glocalization" in communications must be done. This communication plan presents a succinct background on the complexities of the energy industry, how gasoline affects the lives of motorists in their purchase considerations and the role of communications as part of the promotional mix. An identified communication opportunity in the social media space for Shell is supported with messaging, strategies and tactical recommendations on "thinking global and acting local." The insights and aspirations are centered on the interests of the Generation X & Y target audience. This segment has universal characteristics on demographic, technology adaptation and purchase drivers but differ on specific social responsibility causes at the regional level. Europeans, Asians and Latin Americans care the most about "environmental issues," North Americans have strong affinity towards "small businesses and entrepreneurship" while the Middle Easterners and Africans would choose "extreme poverty and hunger" causes. In spite of these differences, there is a strong unifying trend across almost all countries- the adaptation of social media; be it on Facebook, Qzone in China, Orkut in Brazil, Nasza-Klasa. Pl in Poland, Zing Me in Vietnam, Naver.com Cafe in South Korea or VKontakte in Russia.