Brought to you by: Kwan Ho Lee
<ul><li>International Marketing – How it relates to social media? </li></ul><ul><li>What is Groundswell? </li></ul><ul><li...
<ul><ul><li>“ Marketing carried out by companies overseas or across national borderlines” (Wikipedia, 2011) </li></ul></ul...
 
 
<ul><li>Social Media is no different to products or services, it is said that: </li></ul><ul><li>“ A social trend in which...
<ul><li>Spectators and Critics – 2 biggest type  </li></ul><ul><li>of users – what I  call Creepers and Complainers </li><...
<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 Ame...
<ul><li>“ There’s a social network for every audience” (Li, Bernoff, 2008) </li></ul><ul><li>Why did it  explode  in Brazi...
<ul><li>SNS for marketing - authenticity and transparency are critical (Scott, 2010) </li></ul><ul><li>Facebook  inaccessi...
<ul><li>Why Renren succeeded in China? </li></ul><ul><li>160 million registered users – standards for user interaction and...
<ul><li>There is no “one-size fits all” social media tool </li></ul><ul><li>Different countries have their unique politica...
 
Upcoming SlideShare
Loading in...5
×

Individual class leadership report

243

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
243
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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&apos;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 &amp;quot;invite only&amp;quot; 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&amp;pg=PA467&amp;lpg=PA467&amp;dq=Orkut+North+America&amp;source=bl&amp;ots=qgR5ejQ9D2&amp;sig=N2j1YsJAriRhMyNvfTPhzloy6lM&amp;hl=en&amp;ei=r9lzTfHKBIP7lwf-05SUAQ&amp;sa=X&amp;oi=book_result&amp;ct=result&amp;resnum=11&amp;sqi=2&amp;ved=0CFcQ6AEwCg#v=onepage&amp;q=Orkut%20North%20America&amp;f=false
  • http://www.youtube.com/watch?v=KTBSeNQ7Nso http://www.bloomberg.com/apps/news?pid=newsarchive&amp;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>
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×