accidential i marketer
DESCRIPTION
Guest lecture international marketing at UTSTRANSCRIPT
The Accidental International Marketer: Harnessing Social Media Marketing Practice on a Global Basis
[email protected]://www.slideshare.net/ssood/accidental i-marketer
non- ⌃
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