Marketing Magazines | Advertising Express | The Non-Accidental International Marketer : Harnessing Open Social Media Marketing Practice on a Global Basis

Advertising Express Magazine:

The Non-Accidental International Marketer : Harnessing Open Social Media Marketing Practice on a Global Basis

Article Details

Pub. Date	:	May, 2011
Product Name	:	ADVERTISING EXPRESS
Product Type	:	PERSPECTIVE
Product Code	:	AEPS31105
Author Name	:	Suresh Sood
Availability	:	YES
Subject/Domain	:	Marketing
Download Format	:	PDF Format
No. of Pages	:	4

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Abstract

Advertisers and marketing executives alike accidentally fall into international marketing activities through the use of social media. The International Marketing Online Toolkit (IMOT) ensures the optimal arrangement of Facebook pages at global and country levels with wall messages targeting specific geographies and languages providing the most significant breakout strategy in social media to successfully market internationally.

Description

Open social media environments (Facebook, Twitter and YouTube) are now truly global networks with more users outside of the United States (see comScore, State of the Internet report published October 2010). The Economist special report on social networking (January 2010) contends Facebook has over 70% of users outside the United States and CheckFacebook.com helps validate this thinking in real-time showing over 75% of the global audience is non-US-centric.

Popular YouTube global viewings as of March 2011 now exceeds 361.9 million for Bad Romance by Lady Gaga, 62 million for the Susan Boyle UK audition, 30.79 million for Old Spice—The Man Your Man Could Smell Like, 10.1 million for Dave Carroll's United Breaks Guitars, Indian Beatles with Shammi Kapoor 1.9 million and over 700,000 for Blendtech & Old Spice. These exemplary viewings are still a far cry from the peak weekly audience viewings of Baywatch in 44 languages in 142 countries and 1.1 billion viewers (Guinness World Records 2011) but very impressive nonetheless given the infancy of truly online global social networks.

Country-based social networks continue to thrive with key country marketplaces serviced by a variety of non-English speaking networks. For example, Brazil and India (Orkut from Google), China (Tencent QQ and Xiaonei), Korea (Cyworld), Japan (Mixi.jp) and Germany (Studivz). These networks exclude popular country-centric dating sites Flirtomatic (UK) and loveonline (NZ). Combining the country social and global networks allows the marketer to "think global yet act local" reaching numerous global and local communities of marketing interest through online social networks.

Keywords

Advertising Express Magazine, Non-Accidental International Marketer, Open Social Media Marketing, International Marketing Online Toolkit, Social Networking, Online Global Social Networks, World Health Organisation, Facebook Conversations, Global Marketing Strategy, AdWords Marketing Campaigns, Decision Making Process.