Connecting With International Youth Fasano 6.1.09 (Ss)

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Connecting with International Youth via Social Media Marketing

* A look into Latin America, Pacific, Europe and the U.S.
* Mega-platforms vs. regional platforms: What worked for U.S. brands that made the leap internationally
* Factors that make planning for social media marketing different internationally vs. domestically

Published in: Business, Technology
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Connecting With International Youth Fasano 6.1.09 (Ss)

  1. 1. Connecting with International Youth via Social Media Marketing Peter Fasano, mass+logic Monday, June 1
  2. 2. Does One Size Fit All? <ul><li>Social Media Platforms </li></ul><ul><ul><li>Global vs. Regional </li></ul></ul><ul><li>Getting to know your audience </li></ul><ul><ul><li>Aligning to your consumer attributes </li></ul></ul><ul><li>Preparing for your virtual trip abroad </li></ul><ul><ul><li>Brands that made the leap </li></ul></ul>
  3. 3. Social Media Platforms <ul><li>Global Leaders </li></ul><ul><li>Regional Leaders </li></ul><ul><li>Where do you fit? </li></ul>
  4. 4. Social Media Platforms MySpace, Facebook Habbo, Bebo, Hi5, fotolog, Friendster
  5. 5. Getting to know your audience <ul><li>Aligning to social behaviors </li></ul><ul><li>Attention to consumer profile attributes </li></ul><ul><li>Where to look for the answers? </li></ul>
  6. 6. Aligning to Social Behaviors <ul><li>How is the different than demographics? </li></ul><ul><li>How does this relate to technographics? </li></ul>
  7. 7. Attention to consumer profile attributes <ul><li>Where to look for the answers? </li></ul><ul><li>What are you learning from your CRM? </li></ul><ul><li>What are you learning from your current social media presence? </li></ul><ul><li>What do you want to know about those you do not engage with yet? </li></ul>
  8. 8. Attention to consumer profile attributes <ul><li>Where to look for the answers? </li></ul><ul><li>What are you learning from your CRM? </li></ul><ul><li>What are you learning from your current social media presence? </li></ul><ul><li>What do you want to know about those you do not engage with yet? </li></ul><ul><li>A Facebook Barbie Community </li></ul><ul><li>Analysis by Unbound Technologies </li></ul>
  9. 9. Attention to consumer profile attributes <ul><li>Where to look for the answers? </li></ul><ul><li>What are you learning from your CRM? </li></ul><ul><li>What are you learning from your current social media presence? </li></ul><ul><li>What do you want to know about those you do not engage with yet? </li></ul><ul><li>A Facebook Barbie Community: </li></ul><ul><li>Favorite Bands </li></ul>
  10. 10. Attention to consumer profile attributes <ul><li>Where to look for the answers? </li></ul><ul><li>What are you learning from your CRM? </li></ul><ul><li>What are you learning from your current social media presence? </li></ul><ul><li>What do you want to know about those you do not engage with yet? </li></ul><ul><li>A Facebook Barbie Community: </li></ul><ul><li>Favorite Sites </li></ul>
  11. 11. Preparing for your virtual trip abroad <ul><li>Brands that made the leap </li></ul><ul><li>Where did they land? </li></ul><ul><li>Are you ready for the trip? </li></ul>
  12. 12. Global Brand: Adidas <ul><li>Where did they land? </li></ul><ul><li>Facebook </li></ul><ul><li>Localizing </li></ul><ul><li>Messaging </li></ul><ul><li>Connect in real world </li></ul>
  13. 13. Global Brand: Adidas <ul><li>Where did they land? </li></ul><ul><li>Facebook </li></ul><ul><li>Localizing </li></ul><ul><li>Messaging </li></ul><ul><li>Connect in real world </li></ul><ul><li>A Global Facebook Community: </li></ul><ul><li>Adidas Originals </li></ul>
  14. 14. Global Brand: Adidas <ul><li>Where did they land? </li></ul><ul><li>Facebook </li></ul><ul><li>Localizing </li></ul><ul><li>Messaging </li></ul><ul><li>Connect in real world </li></ul><ul><li>A Global Facebook Community: </li></ul><ul><li>Localized Messaging </li></ul>
  15. 15. US Brand: American Apparel <ul><li>Where did they land? </li></ul><ul><li>Distributed </li></ul><ul><li>Turn over brand to consumers </li></ul><ul><li>Interact via photo sharing </li></ul><ul><li>Embraces conversational marketing </li></ul>
  16. 16. US Brand: American Apparel <ul><li>Where did they land? </li></ul><ul><li>Distributed </li></ul><ul><li>Turn over brand to consumers </li></ul><ul><li>Interact via photo sharing </li></ul><ul><li>Embraces conversational marketing </li></ul>Consumer photo collection: Fotolog: Spain
  17. 17. US Brand: American Apparel <ul><li>Where did they land? </li></ul><ul><li>Distributed </li></ul><ul><li>Turn over brand to consumers </li></ul><ul><li>Interact via photo sharing </li></ul><ul><li>Embraces conversational marketing </li></ul>Consumer is the brand in their ads. Engagement via advertorial blog
  18. 18. Resources for readiness <ul><li>Thank you for your interest! </li></ul><ul><li>Please visit www.mass-logic.com/mashup for more reference information and links </li></ul>

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