The Accidental International Marketer: Harnessing Social Media Marketing Practice on a Global Basis

suresh.sood@uts.edu.auhttp://www.slideshare.net/ssood/accidental i-marketer

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Agenda

1. Issues facing the Accidental International Marketer

2. The Global Social Media

3. International Marketing Online Toolkit (IMOT)– Google

• Insights• Reader/Spreadsheet • Youtube Insights & CC• Googles

– Alexa– Facebook targeting (advertising and wall)

4. International Marketing Strategies using Social Media

Colour and Global Brands:Interbrand Study 2010

• 5 of top 10 brands use blue in logo and 26/100

• Japan top brand contains only 1 blue in top 10

• Green is scarce amongst top brands ! 1/100

• Black is popular 26/100

• Red 15/100

The Code restricts marketing :

breast-milk substitutes infant formula bottle-fed complementary foods ( < 6 months) baby bottles teats, like bottle nipples and pacifiers

Accidental Marketing Issues

Culture/Colour

Language

Availability

Regulatory

Special offers

http://www.checkfacebook.com/

#LinS: Shiny stats based on Suresh Sood socialgraph

LinS Tool available at http://roelandp.nl/devdev/linkedin/

Traffic Contributors

http://www.globalrecruitingroundtable.com/2010/05/05/everything-you-wanted-to-know-about-linkedin-statistics-and-trends-2010/

Valkenburg, Jacco (2010)

Twitter Global Usage - Jan 2010

http://blog.sysomos.com/2010/01/14/exploring-the-use-of-twitter-around-the-world/

“United Breaks Guitars” 10,177,221

Susan Boyle62,169,017

Old Spice The Man Your Man

Could Smell Like30,796,471

Blendtech & Old Spice 700,884

** views current as at 25 March 2011

Social networks for sourcing Australian Tourism (by expenditure)

1. China - QQ, Xiaonei, 2. UK - Facebook, Bebo, MySpace 3. NZ - Facebook, Bebo MySpace 4. USA - Facebook, MySpace, Twitter5. Korea – Cyworld 6. Japan – Twitter, Mixi.jp 7. Germany - Facebook, StudiVZ, MySpace

Social networks exclude popular dating sites e.g. Flirtomatic (UK) and loveonline (NZ).

(Miller, Sood et al 2010) GLOBAL TOURISM AND TRAVEL DISTRIBUTION: changes, impacts and opportunity for Australian tourism

International Marketing Online Toolkit (IMOT)

Pirate English

• posting photos hoisting portraits

• being poked Arrr!

• Ahoy Hello Matey

• Ye have been skewered by' and you have 10 friend requests 10 sorry louts think they're yer mates

Culture & Colour WHITE

death in East Asia or happiness in Australia, New Zealand and USA

BLUE

most popular and common corporate color in the U.S. Cold and evil in East Asia, Sweden, death in Iran and purity in India. femininity in Belgium and the Netherlands vs. masculinity in Sweden and the USA

GREENRepresents danger or disease in Malaysia envy in Belgiumlove and happiness in Japan sincerity, trustworthiness and dependability in China.

REDMeans unlucky in Nigeria and Germany lucky in China, Denmark and Argentina ambition and desire in India and love in China, Korea and Japan

YELLOWwarmth in the USA, but infidelity in Francejealousy in Russiapleasant, happy, good taste, royalty in China. Brazil purple and yellow are perceived as symbolic of sorrow and despair.

PURPLE: love in China and South KoreaAnger and envy in Mexicosin and fear in Japanexpensive in China

Sable, Paul and Akcay, Okan (2010), “Color: cross cultural marketing perspectives as to what governs our response to it”, Proceedings of ASBBS, February, Volume 17 Number 1

Alexa Visitors by Country 28 March 2010

International Marketing Strategies using Social Media

1. Global Facebook pages and targeting

2. Country pages

3. Global hub with local pages

4. Use IMOT to provide direction for growth