The document discusses issues facing marketers using social media internationally, such as differences in culture, language, and regulations. It provides an overview of tools for international social media marketing, including insights from Google, Facebook, and Alexa. Strategies are presented for using these tools to target different countries and leverage social networks popular in key markets for sourcing tourism in Australia. Color meanings and appropriate social media language are also covered to navigate cultural differences globally.

1. The Accidental International Marketer: Harnessing Social Media Marketing Practice on a Global Basis non- ⌃ suresh.sood@uts.edu.au http://www.slideshare.net/ssood/accidental i-marketer

5. Agenda Issues facing the Accidental International Marketer The Global Social Media International Marketing Online Toolkit (IMOT) Google Insights Reader/Spreadsheet Youtube Insights & CC Googles Alexa Facebook targeting (advertising and wall) International Marketing Strategies using Social Media

6. Colour and Global Brands:Interbrand Study 2010 5 of top 10 brands use blue in logo and 26/100 Japan top brand contains only 1 blue in top 10 Green is scarce amongst top brands ! 1/100 Black is popular 26/100 Red 15/100

12. infant formula

13. bottle-fed complementary foods ( < 6 months)

14. baby bottles

16. Language

17. Availability

18. Regulatory

20. #LinS: Shiny stats based on Suresh Sood socialgraph Traffic Contributors Valkenburg, Jacco (2010) http://www.globalrecruitingroundtable.com/2010/05/05/everything-you-wanted-to-know-about-linkedin-statistics-and-trends-2010/ LinS Tool available at http://roelandp.nl/devdev/linkedin/

21. Twitter Global Usage - Jan 2010 http://blog.sysomos.com/2010/01/14/exploring-the-use-of-twitter-around-the-world/

22. “United Breaks Guitars” 10,177,221 Susan Boyle 62,169,017 Blendtech & Old Spice 700,884 Old Spice The Man Your Man Could Smell Like 30,796,471 ** views current as at 25 March 2011

23. Social networks for sourcing Australian Tourism (by expenditure) 1. China - QQ, Xiaonei, 2. UK - Facebook, Bebo, MySpace 3. NZ - Facebook, Bebo MySpace 4. USA - Facebook, MySpace, Twitter 5. Korea – Cyworld 6. Japan – Twitter, Mixi.jp Germany - Facebook, StudiVZ, MySpace Social networks exclude popular dating sites e.g. Flirtomatic (UK) and loveonline (NZ). (Miller, Sood et al 2010) GLOBAL TOURISM AND TRAVEL DISTRIBUTION: changes, impacts and opportunity for Australian tourism

24. International Marketing Online Toolkit (IMOT)

25. Pirate English posting photos hoisting portraits being poked Arrr! Ahoy Hello Matey Ye have been skewered by' and you have 10 friend requests 10 sorry louts think they're yermates

26. Culture & Colour WHITE death in East Asiaor happiness in Australia, New Zealand and USA BLUE most popular and common corporate color in the U.S. Cold and evil in East Asia, Sweden, death in Iran and purity in India. femininity in Belgium and the Netherlandsvs.masculinity in Sweden and the USA GREEN Represents danger or disease in Malaysia envy in Belgium love and happiness in Japan sincerity, trustworthiness and dependability in China. RED Means unlucky in Nigeria and Germany lucky in China, Denmark and Argentina ambition and desire in India and love in China, Korea and Japan YELLOW warmth in the USA, but infidelity in France jealousy in Russia pleasant, happy, good taste, royalty in China. Brazil purple and yellow are perceived as symbolic of sorrow and despair. PURPLE: love in China and South Korea Anger and envy in Mexico sin and fear in Japan expensive in China 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

28. Alexa Visitors by Country 28 March 2010

29. International Marketing Strategies using Social Media Global Facebook pages and targeting Country pages Global hub with local pages Use IMOT to provide direction for growth