Crafting a global approach
How we helped global teams align on goals and processes
People around the world want to follow this travel planning company’s social media channels to see pictures of gorgeous destinations, travel tips, and vacation inspiration. However, their strategy of having separate handles across three separate brands for different parts of their global audience became too much to deal with. After hearing about our work with a digital media industry leader, the company reached out to Territory for help with sunsetting these localized accounts, merging them into one, and crafting a strategy to not only maintain, but enhance their social media presence.
Merging multiple global social media accounts would be a relatively simple process; the real challenge would be to merge global teams, who have separate audiences and processes. How could they align and collaborate across geographical and cultural borders to create a cohesive brand?
The
WORK
We began, as we always do, by speaking with the people involved. We led two comprehensive workshops with members of the affected teams. These workshops allowed them (and us) the opportunity to hear how each team approached their strategy: who their audience was and how they approached both organic and paid posting. Identifying the similarities and differences across teams provided a foundation for the plan moving forward.
Next, we focused on each team individually in order to hear what they were worried about and what they wanted to achieve through the sunsetting process. We also learned about their different content planning and creation processes in order to better understand how to adjust them for a new, global approach.
Together, we were able to come up with recommendations that also reflect how we work at Territory:
Create a shared content calendar so that teams across all brands and channels can plan and execute together. As a tool for better collaboration and communication, this will lead to increased efficiency.
Provide space for elevation from local to global concepts. The content posted to the local accounts were good, but evolving them for the global stage will reach a broader audience.
Simplify approvals and create other efficiencies using management platforms. This will help streamline processes each step of the way.
Establish metrics to track success so our client can adjust content and processes as needed.
After establishing goals and recommendations, we created a detailed timeline of the sunsetting process. The timeline included what to do, when to do it, and who was responsible for each step along the way. This facilitated a smoother transition, with enough flexibility for the teams to make adjustments as needed. We also helped to create a guide for each team to manage the creation and posting of regional content post-sunset.
The multiple social media accounts, like the teams, had different audiences, content, and goals. By focusing on collaboration, transparent processes, and clear metrics, we harnessed the strengths of each regional team to enhance the overall brand presence. As we move forward, we hope that success will be measured not only by increased engagement and bookings, but also by the ability of the global team to adapt and innovate as a whole.
“Huge thanks to you all for your partnership and persistence in untangling a tangled web of workflows, needs, and preferences across our brands. We’re looking forward to continuing to refine a more streamlined process for managing our global handles, and we know the foundation you’ve set up will be key to our success.”
Client
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