social media strategy in multinational companies
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Speaker: André Lambelet, Project & Release Manager at Aixum Tec AG Advisor: Dr. Philipp Bubenzer, Professor HEG Fribourg Swiss Internet Marketing Day 2012TRANSCRIPT
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
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SOCIAL MEDIA STRATEGY OF MULTINATIONAL COMPANIES
Thank you!
Download the full study on:http://lambelet.me
André [email protected]