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Social media & Marketing

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Social media & Marketing

  1. 1. SOCIAL MEDIA Presented By Hallal Youssef
  2. 2. 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
  3. 3. 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.
  4. 4. 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.
  5. 5. 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.
  6. 6.  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
  7. 7.  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.
  8. 8. 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.
  9. 9.  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
  10. 10.  “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
  11. 11. SOME SOCIAL MEDIA MARKETING TECHNIQUES  Targeting  COBRAs  E-WOM
  12. 12.  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.
  13. 13.  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.
  14. 14. 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.
  15. 15.  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
  16. 16. 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
  17. 17.  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.
  18. 18. 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.
  19. 19. 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.
  20. 20. 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.
  21. 21. 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.
  22. 22. 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
  23. 23. 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:
  24. 24.  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.

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