Individual Class leadership Report

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Social media is often not seen beyond Facebook, Twitter or MySpace and even outside North America. Going global in the online realm becomes increasingly difficult when we take into account cultural differences and the theory of groundswell. We apply these theories into 2 real world cases of Google Orkut in Brazil and Renren.com in China.

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  • The same might be said of the domestically underappreciated Google Orkut. Introduced in 2004 , the social networking site is a big hit in Brazil, but in the U.S., Orkut has lagged in popularity behind Facebook and MySpace. Google Orkut's lack of popularity in the U.S. has been attributed not only to strong competition from the other services, but also to such factors as its early "invite only" policy, a lack of support for blogging tools, and an absence of video features. http://www.businessweek.com/technology/content/oct2007/tc2007107_530965.htm
  • http://www.quora.com/Why-was-Orkut-a-success-in-Brazil http://www.nytimes.com/2006/04/10/technology/10orkut.html?pagewanted=2 http://books.google.ca/books?id=GxcLljc8w6wC&pg=PA467&lpg=PA467&dq=Orkut+North+America&source=bl&ots=qgR5ejQ9D2&sig=N2j1YsJAriRhMyNvfTPhzloy6lM&hl=en&ei=r9lzTfHKBIP7lwf-05SUAQ&sa=X&oi=book_result&ct=result&resnum=11&sqi=2&ved=0CFcQ6AEwCg#v=onepage&q=Orkut%20North%20America&f=false
  • http://www.youtube.com/watch?v=KTBSeNQ7Nso http://www.bloomberg.com/apps/news?pid=newsarchive&sid=aQui1bZhOva8
  • http://techrice.com/2010/12/21/renren-setting-the-standard-for-chinas-social-networks/ http://techrice.com/2010/12/01/why-facebook-would-have-won-in-china-if-it-were-a-free-market/
  • Individual Class leadership Report

    1. 1. Brought to you by: Kwan Ho Lee
    2. 2. <ul><li>International Marketing – How it relates to social media? </li></ul><ul><li>What is Groundswell? </li></ul><ul><li>Google Orkut in North America + Brazil </li></ul><ul><li>Renren.com + Facebook in China </li></ul>
    3. 3. <ul><ul><li>“ Marketing carried out by companies overseas or across national borderlines” (Wikipedia, 2011) </li></ul></ul><ul><ul><li>Cross-cultural influences define individual consumers </li></ul></ul><ul><ul><li>i.e. McDonald’s Canada vs. McDonald’s China </li></ul></ul>
    4. 6. <ul><li>Social Media is no different to products or services, it is said that: </li></ul><ul><li>“ A social trend in which people </li></ul><ul><li>use technologies to get the </li></ul><ul><li>things they need from each </li></ul><ul><li>other rather than from </li></ul><ul><li>traditional institutions </li></ul><ul><li>like corporations” </li></ul><ul><li>(Li & Bernoff, 2008) </li></ul>
    5. 7. <ul><li>Spectators and Critics – 2 biggest type </li></ul><ul><li>of users – what I call Creepers and Complainers </li></ul><ul><li>71% of Metro China residents are spectators of social media  67% in Hong Kong and 48% of US adults </li></ul><ul><li>44% of Metro China residents are critics of social media  46% in Hong Kong and 25% of US adults </li></ul>
    6. 8. <ul><li>73.43% user base aged 18 to 30, 71% in Brazil and India only 15.4% in US (Safko, 2010) </li></ul><ul><li>North America failure attributed to: </li></ul><ul><li>Strong competition – slow interface </li></ul><ul><li>Early “invite only” policy </li></ul><ul><li>Lack of support for blogging tools </li></ul><ul><li>Absence of video features </li></ul>
    7. 9. <ul><li>“ There’s a social network for every audience” (Li, Bernoff, 2008) </li></ul><ul><li>Why did it explode in Brazil (NY Times, 2006)? </li></ul><ul><li>Poor connection to not notice slow interface </li></ul><ul><li>Creator of Orkut’s friends who were first to join had Brazilian friends </li></ul><ul><li>Country’s inherently social culture </li></ul><ul><li>Orkut = “or-KOO-chee” = a part of </li></ul><ul><li>Portuguese vocabulary </li></ul>
    8. 10. <ul><li>SNS for marketing - authenticity and transparency are critical (Scott, 2010) </li></ul><ul><li>Facebook inaccessible after violent clashes in Xinjiang (Bloomberg, 2009) – contain reports or discussion of the riot or stop completely </li></ul><ul><li>Campaign to block acclaimed </li></ul><ul><li>“ pornography” – </li></ul><ul><li>online censorship </li></ul>
    9. 11. <ul><li>Why Renren succeeded in China? </li></ul><ul><li>160 million registered users – standards for user interaction and monetization of Chinese social networks </li></ul><ul><li>RenRen today largely remains a copy of Facebook, though it’s added a handful of localization features (footprints, emoticons, etc.) and brand advertising </li></ul><ul><li>Succeeded only due </li></ul><ul><li>to communist regime </li></ul>
    10. 12. <ul><li>There is no “one-size fits all” social media tool </li></ul><ul><li>Different countries have their unique political, historical, technological and cultural practices </li></ul><ul><li>Facebook, Twitter, MySpace cannot exist to satisfy all ethnic backgrounds </li></ul><ul><li>Re-evaluate where you are positioned in the </li></ul><ul><li>mind’s of consumers </li></ul>

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