1. Virginia M. Watson
Final Project
MSCI 5099
GLOBAL SOCIAL MEDIA

2. “We don’t have a choice on
whether we do social media,
the question is how well we
do it.”
Erik Qualman – Socialnomics

3. • How Social Media has Changed Global
Marketing Strategies
• Explore how the growth of social media influences
standardization of marketing strategies (can it happen?)
• Effective social medial tools, techniques and strategies
• Think Global, Act Local
What companies and brands should and should not do
•THESIS

4. Social Media = Building Connections

5. • Consumers are
talking more
• INFLUENCERS
• Consumer to
Consumer
Relationship
• Companies are
listening more
• Insights into
Consumers
• Market
Research
•IMPACT OF SOCIAL MEDIA
ten the most powerful advocate and ally of a brand"
Social Media Tracker 2012 - Wave 6)

6. • Cannot Simply Translate:
• Chevy Nova = “No Go” in Latin America
• Mist Stick (Clairol) = “Manure Stick” in Germany
• “Come alive with the Pepsi Generation = “Pepsi
will bring your ancestors back from the dead” in
Taiwan
•Problem: Not Recognizing
Differences

7. YOU MIGHT RECOGNIZE
THESE… BUT DO YOU RECOGNIZE THESE?
•Social Media Platforms

8. •Top Three Social Media Platforms
In…
United States
Facebook
Twitter
LinkedIn
Brazil
Facebook
Orkut
Badoo

9. •What Should Companies & Brands
Do?

10. • Identify appropriate target markets
• Local Social Media Environment - appropriate
social media platforms
• A country or region’s acceptance and demand for
social media
• Cultures and languages
• Type of company/brand (i.e. consumer products)
• Internally
• Companies should have a designated social media team
that works with the marketing team to create integrated
marketing campaigns
• Hire Local
•Solution/Recommendations

11. •Questions & Answers