1. SOCIAL MEDIA
Presented By Hallal Youssef

2. PLAN
 Definition of social media
 Definition of marketing through social media
 Globalization through social media
 Why do multinational companies are focusing on
social media
 Some social media Marketing techniques
 Impact of social media on the international
marketing
 5 Tips for E-Marketing to an International
Audience

3. DEFINITION OF SOCIAL MEDIA
 Social media refers to the means of interactions
among people in which they create, share, and
exchange information and ideas in virtual
communities and networks. The social media is
defined as "a group of Internet-based
applications that build on the ideological and
technological foundations of the web.

4. DEFINITION OF MARKETING
THROUGH SOCIAL MEDIA
 Marketing through social media involves having
conversations and creating engagement online
through a variety of social media tools, such as
blogs, wikis, online communities, community
websites, video, photos, and social networking
platforms.

5. IKEA'S FACEBOOK SHOWROOM
During the autumn of 2009 Ikea used Facebook’s picture
tagging tool to run a competition designed to promote its
new store in Malmo.
Armed with very little budget, ad agency Forsman and
Bodenfors created a Facebook account for the store
manager, Gordon Gustavsson, and uploaded 12 pictures of
the store’s showrooms over a two week period.
Users could win the products on show by being the first
person to tag their name on it. This obviously meant that
thousands of other people were exposed to the campaign
when it cropped up in their timelines and newsfeeds.

6.  Globalization through the use of social media tools
has had a huge impact on our world today. Since
the beginning of the World Wide Web, countries
have become more connected with one another
with every second that goes by. Now that social
media has heightened our (internet users) ability to
communicate, connect and share with the world
around us, the world itself is beginning to feel a lot
smaller.
Globalization through social media

7.  By becoming connected, especially through social
media sites and networks, people from all over the world
have been able to connect with organizations, people,
ideals and information, that previously were not
available to them. Once you connect with a new person
for example, you gain a better understanding of that
person. You gain knowledge about their personality, their
likes, their dislikes, the people they associate with, the
things they enjoy doing, etc.

8. WHY DO MULTINATIONAL COMPANIES
ARE FOCUSING ON SOCIAL MEDIA
 International marketing is no longer an option, but a
strategic imperative. Businesses that focus primarily
on their domestic markets will be left behind as their
competition gains “first mover advantage” in the
international marketplace. The growth of the
Internet has increased competition tremendously and
opened up the doors to international business.
Companies have developed a web presence to keep
themselves ahead or in line with their competitors
internationally.

9.  Internet Population
 E-commerce Growth
 Demand for Products and Services
 Online Payment
 Marketing and Advertising
 Increased Sales and Reduced Costs
In addition to gaining a competitive advantage, there are a
number of additional reasons why a company’s web
presence is becoming an important tool to reach global
markets

10.  “The goal is the intersection of global and local, or
'Glocal'. You want to give fans the ability to interact with
a local country page where they can engage in their
native language. At the same time, you want to maintain
a consistent, overall brand presence through a global
page.
 Glocalization means a case in which a global product
is transformed into another shape in order to meet the
needs of local consumers.
 The increasing presence of McDonald's restaurants
worldwide is an example of globalization, while the
restaurant chain's menu changes in an attempt to
appeal to local palates are an example of glocalization

11. SOME SOCIAL MEDIA MARKETING
TECHNIQUES
 Targeting
 COBRAs
 E-WOM

12.  Targeting :
Social networks such as Facebook and Twitter provide
advertisers with information about the likes and dislikes of
their consumers. This technique is crucial, as it provides the
businesses with a “target audience”.
 COBRA:
Consumer’s online brand related activities (COBRAs) is
another method used by advertisers to promote their
products. Activities such as uploading a picture of your
“new Converse sneakers to Facebook is an example of a
COBRA.

13.  E-WOM:
Electronic recommendations is a convenient manner to
have a product promoted via “consumer-to-consumer
interactions .An example of eWOM would be an online
hotel review . A good service would result in a positive
review which gets the hotel free advertisement via social
media.

14. IMPACT OF SOCIAL MEDIA ON THE
INTERNATIONAL MARKETING
Brand awerness :
 You can hear people talking about Social Media
Marketing just about everywhere nowadays. This
practice involves the heavy use of social networks
in order to raise brand awareness and promote
products and services. Social media helps
businesses expand their online client data base and
brings significant other benefits.

15.  Social media websites such as Facebook,Twitter and
YouTube help your clients spread the word about
your business easily, help you locate potential clients
and help you offer your clients the support they
need. Through these websites, you can stay in touch
with your clients at all the times, answer their
questions, offer them rewards and gain recognition
in your field.
 Social media websites allow customers to share their
views and opinions of various brands, which helps
business owners get noticed and be more aware of
their customers’ needs

16. SOCIAL MEDIA CAN INCREASE THE SALES
 Companies are continuously launching marketing
campaigns in an effort to promote their brand and
boost their sales.
 What if your company can not afford these
marketing initiatives? This is where Social media
marketing comes in. Most social media marketing
'tools' are free to use

17.  Sony announced in February that through Twitter
they had earned an extra £1million in sales.
 Dell announced in June last year that their
presence on Twitter accounted for $3 million dollars
increase in sales.

18. SO HOW CAN SOCIAL MEDIA MARKETING
CONTRIBUTE TO INCREASED SALES FOR YOUR
COMPANY?
 Social media tools allow you access to millions of
people. A television advert will reach the people
watching at that time and allows for no interaction
with the consumer but One tweet can reach millions
of people & those people can respond to these
tweets, which provides a forum for customer
interaction and thus customer insight .
 This gives a much bigger potential customer base
and allows for sales to increase.

19. 5 TIPS FOR MARKETING ONLINE TO AN
INTERNATIONAL AUDIENCE
1. Start with Cross-Cultural Competency
 Having a deep understanding of your own and other's
cultures is very important.
 Think about how your country or region's cultural
norms differ among age groups, genders,
geographical areas and so on, and then consider these
differences among consumers in other cultures.
Learning & respecting other cultures will help you
localize your brand's message.

20. 2. UNDERSTAND REGIONAL LAWS
 When marketing to a global audience, your business
should be aware of regional regulations on products,
advertising and sales tactics.
 Advertising Regulations: In some regions of the world,
advertising related to certain types of products are
subject to approval by various governing bodies. For
example, in many countries, advertisements for
pharmaceuticals must be approved by local health
ministries.
 Product Laws: If you sell your product online to an
international audience, you must be aware of the
product law concerning the safety, performance and
packaging designs, including languages, sizes and
materials used.

21. 3. LOCALIZE YOUR CONTENT
 Localize Your Content: It isn't enough to simply
translate your website into target languages if quality is
your goal. When possible, localize your product,
services and messaging for each market you serve.
 Choose Native Keywords: you shouldn't focus on
translating keywords into foreign languages. Instead,
work with native speakers trained in search marketing to
figure out native keywords that would be best
associated with your website and its content.

22. 4. OPTIMIZE SITE DESIGN
 In many cases, the first portal for your online
communication with potential customers will be your
website. Optimize your site design to allow for ultimate
flexibility for global visitors.
 Colors and Symbols: Colors and symbols are deeply
ingrained in cultures. In most of Europe and the
Americas, for example, white is associated with purity
and marriage. In Japan, China and parts of Africa,
though, white is traditionally the color of mourning.
 Currency Conversion: If you are in the e-commerce
business and offer international shipping, make sure you
also enable users to convert their purchase amount into
their own currency

23. 5. ADAPT SOCIAL MEDIA FOR VARIOUS
LANGUAGES
 If your company already serves multiple markets
and your site sees a lot of international visitors, you
should consider looking into ways to reach your
global audience via social media. Here are a few
ideas for some popular social platforms:

24.  Twitter: If you expect to tweet in multiple
languages, you should create multiple Twitter
accounts. This minimizes confusion with readers who
don't speak all of the languages you tweet in. Dell's
for example, has Twitter feeds In English
,Norweigan, Chinese,Japanese & Spanish,
 YouTube: adding subtitles to your YouTube is a great
way to reach a larger audience on the world's largest
video site.