RTF 393P Globalization and Social Media Final Project A Study on Social Networking Sites --  How do the top 10 world brand...
Coca-Cola, 31;  IBM, 90;  Microsoft, 18;  McDonald’s, 62;  Intel, 49;  Nokia, 28;  Disney, 2.
Research Question <ul><li>RQ1: What types of communication purposes [R3] are the global top 10 brands using Facebook brand...
Methodology <ul><li>? </li></ul>
Communication Purpose <ul><li>McDonald’s Blunder </li></ul><ul><li>IBM Uses Social Tools for B-to-B </li></ul><ul><li>Coca...
Communication Strategy <ul><li>Coca-Cola Striving to Reach the Youth Market </li></ul><ul><li>McDonald's Joins FarmVille <...
Media Reaction <ul><ul><li>Positive </li></ul></ul><ul><ul><li>Negative </li></ul></ul><ul><ul><li>Measurement </li></ul><...
Conclusion <ul><li>Social network is an extension of business </li></ul><ul><li>Social network is channel for conversation...
Limitation <ul><li>Limited media sources; </li></ul><ul><li>Limited brands and categories; </li></ul><ul><li>Qualitative e...
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How do the top 10 world brands use Facebook brand page as a marketing tool? and How effective is it?

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A Study on Social Networking Sites -- How do the top 10 world brands use Facebook brand page as a marketing tool? And how effective is it?

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How do the top 10 world brands use Facebook brand page as a marketing tool? and How effective is it?

  1. 1. RTF 393P Globalization and Social Media Final Project A Study on Social Networking Sites -- How do the top 10 world brands use Facebook brand page as a marketing tool? And how effective is it? Yi Chung, Somi Park, Yilan Zhu
  2. 2. Coca-Cola, 31; IBM, 90; Microsoft, 18; McDonald’s, 62; Intel, 49; Nokia, 28; Disney, 2.
  3. 3. Research Question <ul><li>RQ1: What types of communication purposes [R3] are the global top 10 brands using Facebook brand pages for? </li></ul><ul><li>RQ2: What communication strategies (content, feature and type of technique) are the top 10 brands taking on the Facebook brand pages? And, </li></ul><ul><li>RQ3: How media professionals react to and comment on the top 10 brands’ performances on Facebook? </li></ul>
  4. 4. Methodology <ul><li>? </li></ul>
  5. 5. Communication Purpose <ul><li>McDonald’s Blunder </li></ul><ul><li>IBM Uses Social Tools for B-to-B </li></ul><ul><li>Coca-Cola Drafts 'The Simpsons' for Super Bowl </li></ul><ul><li>Nokia Unveils N96 Phone </li></ul><ul><li>Looking for a Familiar Face and Finding a Coke </li></ul><ul><li>Listening </li></ul><ul><li>Talking </li></ul><ul><li>Energizing </li></ul><ul><li>Supporting </li></ul><ul><li>Embracing </li></ul>
  6. 6. Communication Strategy <ul><li>Coca-Cola Striving to Reach the Youth Market </li></ul><ul><li>McDonald's Joins FarmVille </li></ul><ul><li>Selecting an 'Idol‘ – McDonald’s </li></ul><ul><li>McDonald's is rolling out McRib nationally </li></ul><ul><li>Disney Selling Film Tickets On Facebook </li></ul><ul><li>Targeting </li></ul><ul><li>Interacting </li></ul><ul><li>Engaging </li></ul><ul><li>Informing </li></ul><ul><li>Extending </li></ul>
  7. 7. Media Reaction <ul><ul><li>Positive </li></ul></ul><ul><ul><li>Negative </li></ul></ul><ul><ul><li>Measurement </li></ul></ul>
  8. 8. Conclusion <ul><li>Social network is an extension of business </li></ul><ul><li>Social network is channel for conversation </li></ul><ul><li>Social network is a platform for engagement </li></ul>
  9. 9. Limitation <ul><li>Limited media sources; </li></ul><ul><li>Limited brands and categories; </li></ul><ul><li>Qualitative evaluation, lack of hard and uniform evaluation criteria; </li></ul><ul><li>Lack of dynamic evaluation and historical perspective. </li></ul>
  10. 10. ThaNK YOU!

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