The    Accidental International Marketer: Harnessing Social Media Marketing Practice on a Global Basis <br />non-<br />⌃  ...
Agenda <br />Issues facing the Accidental International Marketer<br />The Global Social Media<br /> International Marketin...
Colour and Global Brands:Interbrand Study 2010<br />5 of top 10 brands use blue in logo and 26/100<br />Japan top brand co...
The Code restricts marketing :<br /><ul><li>breast-milk substitutes
infant formula
bottle-fed complementary foods ( < 6 months)
baby bottles
teats, like bottle nipples and pacifiers</li></li></ul><li>Accidental Marketing Issues<br /><ul><li>Culture/Colour
Language
Availability
Regulatory
Special offers</li></li></ul><li>http://www.checkfacebook.com/<br />
#LinS: Shiny stats based on Suresh Sood socialgraph<br />Traffic Contributors <br />Valkenburg, Jacco (2010) <br />http://...
Twitter Global Usage - Jan 2010 <br />http://blog.sysomos.com/2010/01/14/exploring-the-use-of-twitter-around-the-world/<br />
“United Breaks Guitars”<br />10,177,221<br />Susan Boyle<br />62,169,017<br />Blendtech & Old Spice <br />700,884<br />Old...
Social networks for sourcing Australian Tourism (by expenditure) <br />1.	China - QQ, Xiaonei, <br />2.	UK - Facebook, Beb...
International Marketing Online Toolkit (IMOT) <br />
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Accidential i marketer

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Accidential i marketer

  1. 1. The Accidental International Marketer: Harnessing Social Media Marketing Practice on a Global Basis <br />non-<br />⌃ <br />suresh.sood@uts.edu.au<br />http://www.slideshare.net/ssood/accidental i-marketer<br />
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  5. 5. Agenda <br />Issues facing the Accidental International Marketer<br />The Global Social Media<br /> International Marketing Online Toolkit (IMOT)<br />Google <br />Insights<br />Reader/Spreadsheet <br />Youtube Insights & CC<br />Googles<br />Alexa<br />Facebook targeting (advertising and wall)<br />International Marketing Strategies using Social Media<br />
  6. 6. Colour and Global Brands:Interbrand Study 2010<br />5 of top 10 brands use blue in logo and 26/100<br />Japan top brand contains only 1 blue in top 10<br />Green is scarce amongst top brands ! 1/100<br />Black is popular 26/100<br />Red 15/100<br />
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  11. 11. The Code restricts marketing :<br /><ul><li>breast-milk substitutes
  12. 12. infant formula
  13. 13. bottle-fed complementary foods ( < 6 months)
  14. 14. baby bottles
  15. 15. teats, like bottle nipples and pacifiers</li></li></ul><li>Accidental Marketing Issues<br /><ul><li>Culture/Colour
  16. 16. Language
  17. 17. Availability
  18. 18. Regulatory
  19. 19. Special offers</li></li></ul><li>http://www.checkfacebook.com/<br />
  20. 20. #LinS: Shiny stats based on Suresh Sood socialgraph<br />Traffic Contributors <br />Valkenburg, Jacco (2010) <br />http://www.globalrecruitingroundtable.com/2010/05/05/everything-you-wanted-to-know-about-linkedin-statistics-and-trends-2010/<br />LinS Tool available at http://roelandp.nl/devdev/linkedin/<br />
  21. 21. Twitter Global Usage - Jan 2010 <br />http://blog.sysomos.com/2010/01/14/exploring-the-use-of-twitter-around-the-world/<br />
  22. 22. “United Breaks Guitars”<br />10,177,221<br />Susan Boyle<br />62,169,017<br />Blendtech & Old Spice <br />700,884<br />Old Spice <br />The Man Your Man<br /> Could Smell Like<br />30,796,471 <br />** views current as at 25 March 2011<br />
  23. 23. Social networks for sourcing Australian Tourism (by expenditure) <br />1. China - QQ, Xiaonei, <br />2. UK - Facebook, Bebo, MySpace <br />3. NZ - Facebook, Bebo MySpace <br />4. USA - Facebook, MySpace, Twitter<br />5. Korea – Cyworld<br />6. Japan – Twitter, Mixi.jp<br />Germany - Facebook, StudiVZ, MySpace<br />Social networks exclude popular dating sites e.g. Flirtomatic (UK) and loveonline (NZ).<br />(Miller, Sood et al 2010) GLOBAL TOURISM AND TRAVEL DISTRIBUTION: changes, impacts and opportunity for Australian tourism<br />
  24. 24. International Marketing Online Toolkit (IMOT) <br />
  25. 25. Pirate English <br />posting photos hoisting portraits<br />being poked Arrr! <br />Ahoy Hello Matey<br />Ye have been skewered by' and you have 10 friend requests<br />10 sorry louts think they're yermates<br />
  26. 26. Culture & Colour<br />WHITE<br />death in East Asiaor happiness in Australia, New Zealand and USA<br />BLUE<br />most popular and common corporate color in the U.S. Cold and evil in East Asia, Sweden, death in Iran and purity in India. <br />femininity in Belgium and the Netherlandsvs.masculinity in Sweden and the USA<br />GREEN<br />Represents danger or disease in Malaysia<br />envy in Belgium<br />love and happiness in Japan <br />sincerity, trustworthiness and dependability in China.<br />RED<br />Means unlucky in Nigeria and Germany<br />lucky in China, Denmark and Argentina<br />ambition and desire in India and love in China, Korea and Japan<br />YELLOW<br />warmth in the USA, but infidelity in France<br />jealousy in Russia<br />pleasant, happy, good taste, royalty in China. <br />Brazil purple and yellow are perceived as symbolic of sorrow and despair.<br />PURPLE: <br />love in China and South Korea<br />Anger and envy in Mexico<br />sin and fear in Japan<br />expensive in China <br />Sable, Paul and Akcay, Okan (2010), “Color: cross cultural marketing perspectives as to what governs our response to it”, Proceedings of ASBBS, February, Volume 17 Number 1<br />
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  28. 28. Alexa Visitors by Country <br /> 28 March 2010<br />
  29. 29. International Marketing Strategies using Social Media<br />Global Facebook pages and targeting<br />Country pages<br />Global hub with local pages <br />Use IMOT to provide direction for growth <br />

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