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Social Media Marketing in an international 
environment 
International Marketing 
GSO-MI, Nuremberg 
prepared by Anand P. Waindeshkar December 2013 
and Andrey Kolesnichenko
2 
Agenda 
 Introduction & Definition 
 Types of Social media & Channels 
 Advantages & Disadvantages of SMM (SWOT) 
 Past, Present & Future 
 How does it works - Case study 
 Conclusion
What is Social Media? 
3 
Social media is a group of Internet-based applications that build on the ideological 
and technological foundations of Web 2.0, and that allow the creation and exchange 
of user-generated content. 
Social media is best understood as a group 
of new kinds of online media, which share 
most or all of the following: 
Participation 
Social media encourages contributions and feedback; blurs the line 
between media and audience. 
Openness 
There are rarely any barriers to accessing, creating and making use of 
content. 
Conversation 
Traditional media is about “broadcast”, social media is better seen as a 
two-way conversation. 
Community 
Social media allows communities to form quickly to share common 
interests. 
Connectedness 
Most kinds of social media thrive on their connectedness, making use of 
links to other sites, resources and people.
What is Social Media Marketing? 
4 
 Social media marketing (SMM) - is the practice of 
facilitating a dialogue and sharing content between 
companies, influencers, prospects and customers, using 
various online platforms including blogs, professional and 
social networks, video and photo sharing, wikis, forums and 
related Web 2.0 technologies. 
 Social media marketing is marketing using online 
communities, social networks, blog marketing and more. 
“Users are in control – as content consumers, as publishers and as influencers”
Place of SMM in Traditional Marketing 
MARKETING 
Traditional 
(old) 
Digital 
(new) 
4 
Billboard Radio TV Print Website Email RSS Widgets 
Social 
Media 
Content Banners Podcast
Types of Social media & Channels 
6 
Source: McKinsey Report - Social Economy. 2013. McKinsey Report - Social Economy.
Advantages and Disadvantages of SMM - Benefits 
7 
Reaching Audiences 
 Content Distribution. A fast way to distribute content to a wide audience. 
 Communications. Converse directly with customers or potential customers. 
 Crisis Control. Monitor and then quickly react to negative customer experiences. 
 Brand Building. Create a message; repeat and strengthen over networks. 
 Establish Expertise. Share your expertise and knowledge with a large audience. 
Discovery 
 Customer Research. Segment customers and explore industry focused networks to learn what 
customers want. 
 Industry Research. Learn new trends, tools and other information to help you expand your business 
 Competitor Research. Keep an eye on competitors to see what they are doing. 
 Word-of-mouth Monitoring. Keep tabs on your brand and what people are saying. 
Medium 
 Low cost. Involvement in most social networks is free to join and contribute. 
 Speed. Services in the cloud are available anywhere and as soon as you contribute it is 
distributed. 
 Viral. Social media is easily shared and distributed iteratively. 
 Mashable. Mix information and social media to make new things or intermix with your own 
marketing.
Advantages and Disadvantages of SMM - Negatives 
8 
It's not the perfect marketing solution; here are some considerations... 
Time Consuming 
With all these networks, people and tasks, it truly is difficult to keep up. 
Speed 
Speed was a benefit, but just as fast as you can get info out and positive reviews can 
spread, so can the speed of negative information and opinion. 
Viral 
Another benefit that can also be a negative. Bad feedback and word-of-mouth can 
quickly be passed along. 
Change/Loss of network or rise of new 
MySpace is losing ground, what network could be next; or what next network will grow 
and add to your list of responsibilities.
SWOT Analysis of SMM 
9 
• Large market reach or penetration 
• Build a conversation and converse 
with others and build close networking 
bonds 
• Human factor: Your “brand” becomes 
more human 
• Direct contact with audience (almost 
like face-to-face) 
• Engages prospects through customer 
evangelism 
W 
• Ever-changing environment 
• Reputation Warfare 
• Time investment and personnel 
• Pull marketing 
• KPI’s must be measurable 
• Lack of privacy 
• Increase in customer complains 
O T 
• Reach out for certain groups that 
traditional media didn’t allow you to 
• Developing a following/audience that 
auto-nurtures itself 
• Way for businesses to communicate 
with their customers 
• Quick delivery, branding opportunities, 
and enhanced marketing opportunities 
• Develop applications to interact with 
target audience, e.g. students 
• Competitor is going after the same 
space or same audience with similar 
campaign 
• Has no solid revenue model 
• Advertisement on the sites 
• Account hacking 
• Employees 
• Emotion / Irresponsibility 
• Customer desensitivity 
S
10 
Past, Present & Future of Social Media
11 
Past, Present & Future of Social Media
12 
Past, Present & Future of Social Media 
Present Social Media
PAST: 
1) Social Networking 
25 Years Ago: 
CompuServ, 
Prodigy & The Well 
2) The Bridge 
Between Online 
Services & The 
Internet: AOL 
3) Social Networking 
in Web 1.0: 
GeoCities, Tripod & 
Yahoo! Groups 
PRESENT: 
1) Social Networking 
in Web 2.0: Plaxo & 
LinkedIn 
2) Modern Social 
Networking: 
Friendster, 
MySpace & 
Facebook 
3) Social Networking 
goes Real Time: 
Twitter 
4) Social Networking 
is Becoming 
Mobile: Foursquare 
and Skout 
FUTURE: 
1) The Social Graph Will 
Become Portable 
2) We Will Form Around 
“True” Social Networks 
3) Privacy Issues Will 
Continue to Cause 
Problems 
4) Social Networking Will 
Become invasive 
5) Third-Party Tools Will 
Embed Social Features 
in Websites 
6) Social Networking (like 
the web) Will Split Into 
Layers 
7) Social Chaos Will 
Create New Business 
Opportunities 
8) Facebook Will Not be 
the Only Dominant 
Player 
Quick Review 
Source: http://techcrunch.com/2010/12/05/social-networking-future/
14 
Social Media Advertising - How does it works?? 
 THE ELEMENTS OF SOCIAL MEDIA ADVERTISING/MARKETING: 
1. Social Strategy & Planning 
2. Matching the Content to Web Demand (Blog development etc.) 
3. Engagement of the Costumer, prospect & internet user from target 
audience (Social Media Campaign Management) 
4. Staying Ahead of the Curves 
5. Social Media Analytics & Audits 
 THE ADD-ON’S: 
1. Graphic Designing 
2. PayPerClick Network Development 
3. Consulting 
4. Customize Campaigns
15 
Ford Social Media - Case Study 
Please follow the link 
http://youtu.be/jLu2wz3bizA
16 
Conclusion 
 Professional Advice 
 Benefits of Data Sharing 
 Effective Results will take time 
 Avoid the conflicts of thoughts 
 Be careful with the content release 
 Freedom of Speech 
 Powerful tool but need to use in Effective way 
 Here to stay
17 
List of sources used: 
1. Andreas M. Kaplan, Michael Haenlein. 2009, Users of the world, unite! The 
challenges and opportunities of social media. Business horizons, 53, 59-68 
2. Demystifying social media | McKinsey & Company . 2013. Demystifying social 
media | McKinsey & Company . [ONLINE] Available at: 
http://www.mckinsey.com/insights/marketing_sales/demystifying_social_me 
dia. 
3. McKinsey Report - Social Economy. 2013. McKinsey Report - Social Economy. 
4. S.Neti. Social media and its role in marketing, International Journal of 
Enterprise Computing and Business Systems, Vol. 1 Issue 2 July 2011 
5. http://www.vsrdjournals.com/MBA/Issue/2012_05_May/Web/3_Nityananda 
_Jati_672_Research_Communication_MBA_May_2012.pdf 
6. http://techcrunch.com 
7. www.youtube.com
18 
Thank you for your attention

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Social media marketing - MBA Project - International Marketing

  • 1. Social Media Marketing in an international environment International Marketing GSO-MI, Nuremberg prepared by Anand P. Waindeshkar December 2013 and Andrey Kolesnichenko
  • 2. 2 Agenda  Introduction & Definition  Types of Social media & Channels  Advantages & Disadvantages of SMM (SWOT)  Past, Present & Future  How does it works - Case study  Conclusion
  • 3. What is Social Media? 3 Social media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content. Social media is best understood as a group of new kinds of online media, which share most or all of the following: Participation Social media encourages contributions and feedback; blurs the line between media and audience. Openness There are rarely any barriers to accessing, creating and making use of content. Conversation Traditional media is about “broadcast”, social media is better seen as a two-way conversation. Community Social media allows communities to form quickly to share common interests. Connectedness Most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people.
  • 4. What is Social Media Marketing? 4  Social media marketing (SMM) - is the practice of facilitating a dialogue and sharing content between companies, influencers, prospects and customers, using various online platforms including blogs, professional and social networks, video and photo sharing, wikis, forums and related Web 2.0 technologies.  Social media marketing is marketing using online communities, social networks, blog marketing and more. “Users are in control – as content consumers, as publishers and as influencers”
  • 5. Place of SMM in Traditional Marketing MARKETING Traditional (old) Digital (new) 4 Billboard Radio TV Print Website Email RSS Widgets Social Media Content Banners Podcast
  • 6. Types of Social media & Channels 6 Source: McKinsey Report - Social Economy. 2013. McKinsey Report - Social Economy.
  • 7. Advantages and Disadvantages of SMM - Benefits 7 Reaching Audiences  Content Distribution. A fast way to distribute content to a wide audience.  Communications. Converse directly with customers or potential customers.  Crisis Control. Monitor and then quickly react to negative customer experiences.  Brand Building. Create a message; repeat and strengthen over networks.  Establish Expertise. Share your expertise and knowledge with a large audience. Discovery  Customer Research. Segment customers and explore industry focused networks to learn what customers want.  Industry Research. Learn new trends, tools and other information to help you expand your business  Competitor Research. Keep an eye on competitors to see what they are doing.  Word-of-mouth Monitoring. Keep tabs on your brand and what people are saying. Medium  Low cost. Involvement in most social networks is free to join and contribute.  Speed. Services in the cloud are available anywhere and as soon as you contribute it is distributed.  Viral. Social media is easily shared and distributed iteratively.  Mashable. Mix information and social media to make new things or intermix with your own marketing.
  • 8. Advantages and Disadvantages of SMM - Negatives 8 It's not the perfect marketing solution; here are some considerations... Time Consuming With all these networks, people and tasks, it truly is difficult to keep up. Speed Speed was a benefit, but just as fast as you can get info out and positive reviews can spread, so can the speed of negative information and opinion. Viral Another benefit that can also be a negative. Bad feedback and word-of-mouth can quickly be passed along. Change/Loss of network or rise of new MySpace is losing ground, what network could be next; or what next network will grow and add to your list of responsibilities.
  • 9. SWOT Analysis of SMM 9 • Large market reach or penetration • Build a conversation and converse with others and build close networking bonds • Human factor: Your “brand” becomes more human • Direct contact with audience (almost like face-to-face) • Engages prospects through customer evangelism W • Ever-changing environment • Reputation Warfare • Time investment and personnel • Pull marketing • KPI’s must be measurable • Lack of privacy • Increase in customer complains O T • Reach out for certain groups that traditional media didn’t allow you to • Developing a following/audience that auto-nurtures itself • Way for businesses to communicate with their customers • Quick delivery, branding opportunities, and enhanced marketing opportunities • Develop applications to interact with target audience, e.g. students • Competitor is going after the same space or same audience with similar campaign • Has no solid revenue model • Advertisement on the sites • Account hacking • Employees • Emotion / Irresponsibility • Customer desensitivity S
  • 10. 10 Past, Present & Future of Social Media
  • 11. 11 Past, Present & Future of Social Media
  • 12. 12 Past, Present & Future of Social Media Present Social Media
  • 13. PAST: 1) Social Networking 25 Years Ago: CompuServ, Prodigy & The Well 2) The Bridge Between Online Services & The Internet: AOL 3) Social Networking in Web 1.0: GeoCities, Tripod & Yahoo! Groups PRESENT: 1) Social Networking in Web 2.0: Plaxo & LinkedIn 2) Modern Social Networking: Friendster, MySpace & Facebook 3) Social Networking goes Real Time: Twitter 4) Social Networking is Becoming Mobile: Foursquare and Skout FUTURE: 1) The Social Graph Will Become Portable 2) We Will Form Around “True” Social Networks 3) Privacy Issues Will Continue to Cause Problems 4) Social Networking Will Become invasive 5) Third-Party Tools Will Embed Social Features in Websites 6) Social Networking (like the web) Will Split Into Layers 7) Social Chaos Will Create New Business Opportunities 8) Facebook Will Not be the Only Dominant Player Quick Review Source: http://techcrunch.com/2010/12/05/social-networking-future/
  • 14. 14 Social Media Advertising - How does it works??  THE ELEMENTS OF SOCIAL MEDIA ADVERTISING/MARKETING: 1. Social Strategy & Planning 2. Matching the Content to Web Demand (Blog development etc.) 3. Engagement of the Costumer, prospect & internet user from target audience (Social Media Campaign Management) 4. Staying Ahead of the Curves 5. Social Media Analytics & Audits  THE ADD-ON’S: 1. Graphic Designing 2. PayPerClick Network Development 3. Consulting 4. Customize Campaigns
  • 15. 15 Ford Social Media - Case Study Please follow the link http://youtu.be/jLu2wz3bizA
  • 16. 16 Conclusion  Professional Advice  Benefits of Data Sharing  Effective Results will take time  Avoid the conflicts of thoughts  Be careful with the content release  Freedom of Speech  Powerful tool but need to use in Effective way  Here to stay
  • 17. 17 List of sources used: 1. Andreas M. Kaplan, Michael Haenlein. 2009, Users of the world, unite! The challenges and opportunities of social media. Business horizons, 53, 59-68 2. Demystifying social media | McKinsey & Company . 2013. Demystifying social media | McKinsey & Company . [ONLINE] Available at: http://www.mckinsey.com/insights/marketing_sales/demystifying_social_me dia. 3. McKinsey Report - Social Economy. 2013. McKinsey Report - Social Economy. 4. S.Neti. Social media and its role in marketing, International Journal of Enterprise Computing and Business Systems, Vol. 1 Issue 2 July 2011 5. http://www.vsrdjournals.com/MBA/Issue/2012_05_May/Web/3_Nityananda _Jati_672_Research_Communication_MBA_May_2012.pdf 6. http://techcrunch.com 7. www.youtube.com
  • 18. 18 Thank you for your attention