Scaling Your Social Media & Community Operations Across Geographical & Departmental Boundaries

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On Air: 12:00 - 13:00 EST (GMT-5)
Monday, January 26th, 2015

Managing a global social media campaign is complex. This panel will aim to explain how you can ensure your global social media is effective in all territories and languages while adhering to your brand’s principles.


Blaise Grimes-Viort

Blaise Grimes-Viort
VP, Social Media Services at Emoderation

Blaise started his career in community management in 2001 and since then has worked with global brands, start-ups and charities in fields such as publishing, FMCG, fashion, gaming, social networking, pharmaceutical, broadcasting, and telecomms. Blaise was Head of Communities and Social Media for publisher Hearst UK before coming to Emoderation, where he oversees our community management, social media consultancy and training services. [See more]

Connect with Blaise on Twitter at @blaisegv or on Google+.


Trish FontanillaTrish Fontanilla
Global Director of Community at Startup Institute

Trish Fontanilla is a community builder that loves to pay it forward and help people find their dream jobs. Currently, she’s the Global Director of Community at Startup Institute, a career accelerator focused on helping people develop the mindset, network, and skills they need to be successful at a startup. Prior to joining SI, she was the Vice President of Community & Customer Experience at Vsnap, an award-winning video messaging platform. Outside of her day to day, Trish works to empower women and girls by serving on the events committees for the Asian American Women in Leadership Conference and Wonder Women of Boston. She’s also a mentor for the Technovation Challenge, the Emerson College Accelerator, and Babson’s WIN Lab.

Connect with Trish on Twitter at @trishofthetrade or on Google+.

Tia KellyTia Kelly
Social Strategist at Unbounce

A digital marketer specializing in social media, Tia has a love of creative advertising, good design and hot drinks. She’s active in many online communities, and is always up for sharing what she knows about landing pages and conversion marketing.

Connect with Tia on Twitter at @lil_tea or on Google+.

Oliwer KmiecikOliwer Kmiecik
Senior Community Manager at Emoderation

Oliwer has worked in the automotive industry for several years and now leads community management for one of Emoderation’s major automotive clients. From digital marketing, social strategy, community management and crisis management, he is responsible for building and maintaining the online reputation of one of the world’s biggest car manufacturers.

Connect with Oliwer on Twitter at @CarbonOllie or on Google+.

Chloe Mathieu-PhillipsChloe Mathieu-Phillips
Director of Social Marketing at 360i

Chloe Mathieu-Phillips is Director of Social Marketing at 360i where she has spent the last five years developing global brands’ digital presence through social content and campaigns. Passionate about food and travel, Chloe is a native French-Canadian who never misses an occasion to expand her view of the world. She has been working with online communities since 2004, has built branded and non-branded communities and has led social media for award winning work with TripAdvisor, Oreo, and Oscar Mayer, among others. She now lives in Brooklyn with her dog, toddler and husband.

Connect with Chloe on Twitter at @chloe254 or on Google+.

Rebecca NewtonRebecca Newton
Chief Community & Safety Officer at Mind Candy

As Chief Community & Safety Officer, Rebecca leads community, online safety, public policy, regulatory compliance, product moderation, content standards, and customer services efforts at Mind Candy Inc. Prior to joining Mind Candy, Rebecca worked at (Habbo Hotels) as Director of Community, where she oversaw community, moderation and safety efforts in 24 countries for the world’s largest teen virtual world/gaming sites. She began her career in online community management at AOL during the 90s, where she was the Program Manager for AOL’s Community Leader Program. Ms. Newton serves on the FOSI ( board or directors and on the advisory board at AgeCheq. com. She has served as a member of UKCCIS (2008 to 2013), and is a member of the APPG (All Party Parliamentary Group) for Young People and Technology (2014 – present).

Connect with Rebecca on Twitter at @RebeccaNewton or on Google+.

Discussion Questions

  1. Should companies care about a consistent global experience rather than decentralised local strategies? What are the benefits?
  2. What are the main differences and considerations when enacting a global social media strategy versus a local or single market one?
  3. How do you approach the challenge of creating consistent yet locally relevant content and engagement when focussing on more than one country?
  4. How would you structure a team delivering global social media management? What functions can or should be more controlled centrally, and which activities can be more autonomous?
  5. Any tools that facilitate this structure in particular?
  6. At this kind of scale, how do you control consistency in training and delivery of the global strategy, especially at large scale ie more than 100 people involved?
  7. What one piece of advice would you give someone before they take on a Global CM role? What sort of skills are most useful?

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Sherrie Rohde

Community Manager at Magento
As the Community Manager for Magento, Sherrie connects people with resources and with each other, and, since she’s just a bit passionate about the topic, she also co-produces a weekly broadcast for community professionals called #CMGRHangout. An ENFP, Sherrie is obsessed with innovation, terrified of status quo, and motivated by adventure. 
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