In this presentation we discuss how best to use social media advertising strategies across vastly different cultures and countries for the use of internal communications and employee engagement.

2. International Social Media
Advertising
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For Internal Communications

3. We’re late to the party…
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Fear?
Confusion?
Budgets?
Cynicism?

4. Deception Epidemic
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5. 5Edleman’s Trust Barometer 2018
‘Post-trust’

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It’s all about content
 Honesty
 Authenticity
 Integrity
 Celebration

7. Connection
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8. Case in point
Across the EMEA region:
 15,000 staff
 64 locations
 29 countries
 8 business units

9. The launch
Contending with:
 Implementing processes
 Starting from scratch
 Awareness
 Newsfeed algorithms
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Source Falcon.io

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People first:
• Inspiring excellence by successful career stories: One of Us, Rainmakers, Extra
Mile
Smart presence:
• Sharing innovations and celebrating wins: Customers & Growth stories
Sustainability and Diversity
Positive impact:
• Stories on PPG’s commitment to the community, Colorful Communities,
Charity Partners, volunteer activities of PPG People

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Create great content Distribute content
Consider your audience Isolate the audience
Make real, human sense of the metrics Offer a set of metrics
Run A/B tests based on learnings Dissect audiences for testing

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 Reach
 Engagement
 Likes/faves
 Shares/retweets
 Comments
 Clicks
 Video views
 Audience Acquisition
 Likes/Follows
 Site traffic
 Number users on site
 Average time on site
 Average number of pages
Reporting - Quantitative

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Refinement
 Geographical areas
 Language
 Calls to action
 Simplified/in-depth
 Mother tongue
 Images
 Single image/carousel
 Videos
 Budgets
 Timings

18. Results
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Total Reach 4,566,162
Total Engagements 128,414
Video Views 77,373
Total Audience Size 10,349
£4,764 or 2,342 BHD
Conversations across
continents
International comradery
and understanding
Unprecedented points of
pride

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Learnings
 Unban social!
 Consider language
 Great content
 Human learning
 Report, refine, repeat!

20. Thank You
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