SOCIAL	  MEDIA	  STRATEGY	  OF	      MULTINATIONAL	  COMPANIES                              André Lambelet          Adviso...
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...
OBJECTIVESUsage of Social Media by MNCs       Establish theory               Feedback        A n d r é L a m b e l e t | w...
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     ...
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 activiti...
SOCIAL MEDIA BENEFITS     Better company image         More legitimacy    Better brand awareness    Better employer brandi...
INTERNAL SOCIAL MEDIAOral culture                                  Management support      Use internal social media      ...
HOW TO  TAME SOCIAL MEDIA?                                   Target your audienceListen!                     Identify the ...
HOW TO REACH QUALITY      Risk of no interactionAdvertisement                                                      Work on...
HOW TO  TAME SOCIAL MEDIA?                                   Target your audienceListen!                     Identify the ...
LESSONS LEARNEDDecentralized ➠ Fully centralizedSocial media is not about selling         Organic growth          KPI easy...
BARRIERS           Resources                    Legal       ManagementComplexity and size A n d r é L a m b e l e t | w w ...
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 . ...
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)                   • Meet...
SOCIAL	  MEDIA	  STRATEGY	  OF	  MULTINATIONAL	  COMPANIES                                              Thank you!        ...
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Social Media strategy in multinational companies

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

Swiss Internet Marketing Day 2012

Published in: Education, Business, Technology
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Social Media strategy in multinational companies

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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

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