Social Media Strategy of Multinational companies

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SOCIALMEDIASTRATEGYOF

MULTINATIONALCOMPANIES

André Lambelet

Master ThesisMSc in Business Administration

September 2011

Advisor Prof. Dr. Philipp Bubenzer 

HEG Fribourg

Co-advisor Matthias Lüfkens

 World Economic Forum

8/3/2019 Social Media Strategy of Multinational companies

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AGENDA

Objectives

Studied companies

Framework 

Learnings

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OBJECTIVES

Usage of Social Media by MNCs

Establish theory 

Feedback 

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SOCIAL MEDIA ≠ MARKETING

26%

30%19%

11%

11% 4%

 Web / Social Media Manager CommunicationDigital / eMediaPR / Public AffairsMarketing

Agency 

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CODES

GROUPSCONSTRUCTSFRAMEWORK 

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FRAMEWORK 

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SOCIAL MEDIA SUCCESS

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SOCIAL MEDIA BENEFITS

Better company image

More legitimacy 

Better brand awareness

Better employer branding

Better communication

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INTERNAL SOCIAL MEDIA

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HOW TO

TAME SOCIAL MEDIA?

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HOW TO REACH QUALITY

Advertisement

Risk of no interaction

Work on quality 

Critical mass Objective

Needs empirical confirmation

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HOW TO

TAME SOCIAL MEDIA?

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LESSONS LEARNED

Decentralized➠ Fully centralized

Social media is not about selling

Organic growth

KPI easy to find

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BARRIERS

Resources

Legal

Management

Complexity and size

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BARRIERS

Risks are manageable

Social media is a tactical game

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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

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SOCIALMEDIASTRATEGYOF

MULTINATIONALCOMPANIES

Thank you!

Download the full study on:

http://lambelet.me

André Lambeletandre@lambelet.me