social media strategy in multinational companies
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SOCIAL MEDIA STRATEGY OF MULTINATIONAL COMPANIES
André Lambelet
Master ThesisMSc in Business Administration
September 2011
AdvisorProf. Dr. Philipp Bubenzer
HEG Fribourg
Co-advisorMatthias Lüfkens
World Economic Forum
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AGENDA
Objectives
Studied companies
Framework
Learnings
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OBJECTIVES
Usage of Social Media by MNCs
Establish theory
Feedback
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SOCIAL MEDIA ≠ MARKETING
26%
30%19%
11%
11% 4%
Web / Social Media ManagerCommunicationDigital / eMediaPR / Public AffairsMarketingAgency
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CODESGROUPSCONSTRUCTSFRAMEWORK
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FRAMEWORK
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SOCIAL MEDIA SUCCESS
Listen!
Find the right tone
Monitor the activitiesKnow the tools
Strong local aspectMove fast
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SOCIAL MEDIA BENEFITS
Better company image
More legitimacy
Better brand awareness
Better employer branding
Better communication
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INTERNAL SOCIAL MEDIA
Oral culture Management support
Use internal social media
Bring down the silos
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HOW TO TAME SOCIAL MEDIA?
Target your audience
Identify the right platforms
Focus on specific channel
Reach quality
Listen!
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HOW TO REACH QUALITY
Advertisement
Risk of no interaction
Work on quality
Critical mass Objective
Needs empirical confirmation
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HOW TO TAME SOCIAL MEDIA?
Target your audience
Identify the right platforms
Focus on specific channel
Reach quality
Expand
Listen!
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LESSONS LEARNED
Decentralized ➠ Fully centralized
Social media is not about selling
Organic growth
KPI easy to find
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BARRIERS
Resources
Legal
Management
Complexity and size
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BARRIERS
Risks are manageable
Social media is a tactical game
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SOCIAL MEDIA ROUNDTABLE ?
• Round table (~10 dedicated persons)
• Meetings twice a year
• Informal casual atmosphere
• Outside competition
• Discuss among them the challenges / solutions
Interested?Come and tell us your needs
andre@lambelet.me
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SOCIAL MEDIA STRATEGY OF MULTINATIONAL COMPANIES
Thank you!
Download the full study on:http://lambelet.me
André Lambeletandre@lambelet.me
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