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Social Media strategy in multinational companies
 

Social Media strategy in multinational companies

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Speaker: André Lambelet, Project & Release Manager at Aixum Tec AG

Speaker: André Lambelet, Project & Release Manager at Aixum Tec AG
Advisor: Dr. Philipp Bubenzer, Professor HEG Fribourg

Swiss Internet Marketing Day 2012

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    Social Media strategy in multinational companies Social Media strategy in multinational companies Presentation Transcript

    • SOCIAL  MEDIA  STRATEGY  OF   MULTINATIONAL  COMPANIES André Lambelet Advisor Master Thesis Co-advisorProf. Dr. Philipp Bubenzer MSc in Business Administration Matthias Lüfkens HEG Fribourg September 2011 World Economic Forum
    • AGENDA ObjectivesStudied companies Framework Learnings A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • OBJECTIVESUsage of Social Media by MNCs Establish theory Feedback A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • SOCIAL MEDIA ≠ MARKETING Web / Social Media Manager Communication 4% Digital / eMedia 11% 26% PR / Public Affairs 11% Marketing Agency 19% 30% A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • FRAMEWORK CODESCONSTRUCTS GROUPS A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • FRAMEWORK A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • SOCIAL MEDIA SUCCESS Listen!Know the tools Monitor the activities Find the right tone Move fast Strong local aspect A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • SOCIAL MEDIA BENEFITS Better company image More legitimacy Better brand awareness Better employer branding Better communication A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • INTERNAL SOCIAL MEDIAOral culture Management support Use internal social media Bring down the silos A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • HOW TO TAME SOCIAL MEDIA? Target your audienceListen! Identify the right platforms Focus on specific channel Reach quality A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • HOW TO REACH QUALITY Risk of no interactionAdvertisement Work on quality Critical mass Objective Needs empirical confirmation A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • HOW TO TAME SOCIAL MEDIA? Target your audienceListen! Identify the right platforms Focus on specific channel Reach quality Expand A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • LESSONS LEARNEDDecentralized ➠ Fully centralizedSocial media is not about selling Organic growth KPI easy to find A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • BARRIERS Resources Legal ManagementComplexity and size A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • BARRIERS Risks are manageableSocial media is a tactical game A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • 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 A n d r é L a m b e l e t | w w w. l a m b e l e t . m e
    • SOCIAL  MEDIA  STRATEGY  OF  MULTINATIONAL  COMPANIES Thank you! Download the full study on: http://lambelet.me André Lambelet andre@lambelet.me A n d r é L a m b e l e t | w w w. l a m b e l e t . m e