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

LinkedIn

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