24
SOCIAL MEDIA Presented By Hallal Youssef

Social media & Marketing

Embed Size (px)

Citation preview

SOCIAL MEDIA

Presented By Hallal Youssef

PLAN Definition of social media

Definition of marketing through social media

Globalization through social media

Why do multinational companies are focusing on social media

Some social media Marketing techniques

Impact of social media on the international marketing

5 Tips for E-Marketing to an International Audience

DEFINITION OF SOCIAL MEDIA

Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. The social media is defined as "a group of Internet-based applications that build on the ideological and technological foundations of the web.

DEFINITION OF MARKETING

THROUGH SOCIAL MEDIA

Marketing through social media involves having conversations and creating engagement online through a variety of social media tools, such as blogs, wikis, online communities, community websites, video, photos, and social networking platforms.

IKEA'S FACEBOOK SHOWROOM

During the autumn of 2009 Ikea used Facebook’s picture tagging tool to run a competition designed to promote its new store in Malmo.

Armed with very little budget, ad agency Forsman and Bodenfors created a Facebook account for the store manager, Gordon Gustavsson, and uploaded 12 pictures of the store’s showrooms over a two week period.

Users could win the products on show by being the first person to tag their name on it. This obviously meant that thousands of other people were exposed to the campaign when it cropped up in their timelines and newsfeeds.

Globalization through the use of social media tools

has had a huge impact on our world today. Since

the beginning of the World Wide Web, countries

have become more connected with one another

with every second that goes by. Now that social

media has heightened our (internet users) ability to

communicate, connect and share with the world

around us, the world itself is beginning to feel a lot

smaller.

Globalization through social media

By becoming connected, especially through social

media sites and networks, people from all over the world

have been able to connect with organizations, people,

ideals and information, that previously were not

available to them. Once you connect with a new person

for example, you gain a better understanding of that

person. You gain knowledge about their personality, their

likes, their dislikes, the people they associate with, the

things they enjoy doing, etc.

WHY DO MULTINATIONAL COMPANIES

ARE FOCUSING ON SOCIAL MEDIA

International marketing is no longer an option, but a strategic imperative. Businesses that focus primarily on their domestic markets will be left behind as their competition gains “first mover advantage” in the international marketplace. The growth of the Internet has increased competition tremendously and opened up the doors to international business. Companies have developed a web presence to keep themselves ahead or in line with their competitors internationally.

Internet Population

E-commerce Growth

Demand for Products and Services

Online Payment

Marketing and Advertising

Increased Sales and Reduced Costs

In addition to gaining a competitive advantage, there are a number of additional reasons why a company’s web presence is becoming an important tool to reach global markets

“The goal is the intersection of global and local, or

'Glocal'. You want to give fans the ability to interact with

a local country page where they can engage in their

native language. At the same time, you want to maintain

a consistent, overall brand presence through a global

page.

Glocalization means a case in which a global product

is transformed into another shape in order to meet the

needs of local consumers.

The increasing presence of McDonald's restaurants

worldwide is an example of globalization, while the

restaurant chain's menu changes in an attempt to

appeal to local palates are an example of glocalization

SOME SOCIAL MEDIA MARKETING

TECHNIQUES

Targeting

COBRAs

E-WOM

Targeting :

Social networks such as Facebook and Twitter provide

advertisers with information about the likes and dislikes of

their consumers. This technique is crucial, as it provides the

businesses with a “target audience”.

COBRA:

Consumer’s online brand related activities (COBRAs) is

another method used by advertisers to promote their

products. Activities such as uploading a picture of your

“new Converse sneakers to Facebook is an example of a

COBRA.

E-WOM:

Electronic recommendations is a convenient manner to

have a product promoted via “consumer-to-consumer

interactions .An example of eWOM would be an online

hotel review . A good service would result in a positive

review which gets the hotel free advertisement via social

media.

IMPACT OF SOCIAL MEDIA ON THE

INTERNATIONAL MARKETING

Brand awerness :

You can hear people talking about Social Media

Marketing just about everywhere nowadays. This

practice involves the heavy use of social networks

in order to raise brand awareness and promote

products and services. Social media helps

businesses expand their online client data base and

brings significant other benefits.

Social media websites such as Facebook,Twitter and

YouTube help your clients spread the word about

your business easily, help you locate potential clients

and help you offer your clients the support they

need. Through these websites, you can stay in touch

with your clients at all the times, answer their

questions, offer them rewards and gain recognition

in your field.

Social media websites allow customers to share their

views and opinions of various brands, which helps

business owners get noticed and be more aware of

their customers’ needs

SOCIAL MEDIA CAN INCREASE THE SALES

Companies are continuously launching marketing

campaigns in an effort to promote their brand and

boost their sales.

What if your company can not afford these

marketing initiatives? This is where Social media

marketing comes in. Most social media marketing

'tools' are free to use

Sony announced in February that through Twitter

they had earned an extra £1million in sales.

Dell announced in June last year that their

presence on Twitter accounted for $3 million dollars

increase in sales.

SO HOW CAN SOCIAL MEDIA MARKETING

CONTRIBUTE TO INCREASED SALES FOR YOUR

COMPANY?

Social media tools allow you access to millions of

people. A television advert will reach the people

watching at that time and allows for no interaction

with the consumer but One tweet can reach millions

of people & those people can respond to these

tweets, which provides a forum for customer

interaction and thus customer insight .

This gives a much bigger potential customer base

and allows for sales to increase.

5 TIPS FOR MARKETING ONLINE TO AN

INTERNATIONAL AUDIENCE

1. Start with Cross-Cultural Competency

Having a deep understanding of your own and other's cultures is very important.

Think about how your country or region's cultural norms differ among age groups, genders, geographical areas and so on, and then consider these differences among consumers in other cultures. Learning & respecting other cultures will help you localize your brand's message.

2. UNDERSTAND REGIONAL LAWS

When marketing to a global audience, your business should be aware of regional regulations on products, advertising and sales tactics.

Advertising Regulations: In some regions of the world, advertising related to certain types of products are subject to approval by various governing bodies. For example, in many countries, advertisements for pharmaceuticals must be approved by local health ministries.

Product Laws: If you sell your product online to an international audience, you must be aware of the product law concerning the safety, performance and packaging designs, including languages, sizes and materials used.

3. LOCALIZE YOUR CONTENT

Localize Your Content: It isn't enough to simply

translate your website into target languages if quality is

your goal. When possible, localize your product,

services and messaging for each market you serve.

Choose Native Keywords: you shouldn't focus on

translating keywords into foreign languages. Instead,

work with native speakers trained in search marketing to

figure out native keywords that would be best

associated with your website and its content.

4. OPTIMIZE SITE DESIGN

In many cases, the first portal for your online communication with potential customers will be your website. Optimize your site design to allow for ultimate flexibility for global visitors.

Colors and Symbols: Colors and symbols are deeply ingrained in cultures. In most of Europe and the Americas, for example, white is associated with purity and marriage. In Japan, China and parts of Africa, though, white is traditionally the color of mourning.

Currency Conversion: If you are in the e-commerce business and offer international shipping, make sure you also enable users to convert their purchase amount into their own currency

5. ADAPT SOCIAL MEDIA FOR VARIOUS

LANGUAGES

If your company already serves multiple markets

and your site sees a lot of international visitors, you

should consider looking into ways to reach your

global audience via social media. Here are a few

ideas for some popular social platforms:

Twitter: If you expect to tweet in multiple languages, you should create multiple Twitter accounts. This minimizes confusion with readers who don't speak all of the languages you tweet in. Dell's for example, has Twitter feeds In English ,Norweigan, Chinese,Japanese & Spanish,

YouTube: adding subtitles to your YouTube is a great way to reach a larger audience on the world's largest video site.