Post on 11-Apr-2017
Virginia M. Watson Final Project MSCI 5099
GLOBAL SOCIAL MEDIA
“We don’t have a choice on whether we do social media, the question is how well we do it.”Erik Qualman – Socialnomics
•How Social Media has Changed Global Marketing Strategies
• Explore how the growth of social media influences standardization of marketing strategies (can it happen?)
• Effective social medial tools, techniques and strategies
• Think Global, Act Local
What companies and brands should and should not do
•THESIS
Social Media = Building Connections
• Consumers are talking more
• INFLUENCERS
• Consumer to Consumer Relationship
• Companies are listening more
• Insights into Consumers
• Market Research
•IMPACT OF SOCIAL MEDIA
"The consumer is often the most powerful advocate and ally of a brand" (Universal McCann: Social Media Tracker 2012 - Wave 6)
•Cannot Simply Translate:• Chevy Nova = “No Go” in Latin America
• Mist Stick (Clairol) = “Manure Stick” in Germany
• “Come alive with the Pepsi Generation = “Pepsi will bring your ancestors back from the dead” in Taiwan
•Problem: Not Recognizing Differences
YOU MIGHT RECOGNIZE THESE… BUT DO YOU RECOGNIZE THESE?
•Social Media Platforms
•Top Three Social Media Platforms In…
United States
FacebookTwitter
Brazil
FacebookOrkutBadoo
•What Should Companies & Brands Do?
• Identify appropriate target markets• Local Social Media Environment - appropriate social media platforms
• A country or region’s acceptance and demand for social media
• Cultures and languages• Type of company/brand (i.e. consumer products)• Internally
• Companies should have a designated social media team that works with the marketing team to create integrated marketing campaigns
• Hire Local
•Solution/Recommendations
•Questions & Answers