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Connecting with International Youth via Social Media Marketing * A look into Latin America, Pacific, Europe and the U.S. * Mega-platforms vs. regional platforms: What worked for U.S. brands that made the leap internationally * Factors that make planning for social media marketing different internationally vs. domestically
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Connecting with International Youth via Social Media
MarketingPeter Fasano, mass+logic
Monday, June 1
Does One Size Fit All?
• Social Media Platforms – Global vs. Regional
• Getting to know your audience– Aligning to your consumer attributes
• Preparing for your virtual trip abroad– Brands that made the leap
Social Media Platforms
• Global Leaders• Regional Leaders• Where do you fit?
Social Media PlatformsMySpace, Facebook
Habbo, Bebo, Hi5, fotolog, Friendster
Getting to know your audience• Aligning to social behaviors • Attention to consumer profile attributes• Where to look for the answers?
Aligning to Social Behaviors How is the different than demographics?
How does this relate to technographics?
Attention to consumer profile attributesWhere to lookfor the answers?
What are you learning from your CRM?
What are you learning from your current social media presence?
What do you want to know about those you do not engage with yet?
Attention to consumer profile attributesWhere to lookfor the answers?
What are you learning from your CRM?
What are you learning from your current social media presence?
What do you want to know about those you do not engage with yet?
A Facebook Barbie Community •Analysis by Unbound Technologies
Attention to consumer profile attributesWhere to lookfor the answers?
What are you learning from your CRM?
What are you learning from your current social media presence?
What do you want to know about those you do not engage with yet?
A Facebook Barbie Community:• Favorite Bands
Attention to consumer profile attributesWhere to lookfor the answers?
What are you learning from your CRM?
What are you learning from your current social media presence?
What do you want to know about those you do not engage with yet?
A Facebook Barbie Community:• Favorite Sites
Preparing for your virtual trip abroad
• Brands that made the leap• Where did they land?• Are you ready for the trip?
Global Brand: AdidasWhere did they land?
Facebook - Localizing - Messaging - Connect in real world
Global Brand: AdidasWhere did they land?
Facebook - Localizing - Messaging - Connect in real world
A Global Facebook Community:• Adidas Originals
Global Brand: AdidasWhere did they land?
Facebook - Localizing - Messaging - Connect in real world
A Global Facebook Community:•Localized Messaging
US Brand: American Apparel-Where did they land?
- Distributed - Turn over brand to consumers- Interact via photo sharing- Embraces conversational marketing
US Brand: American Apparel-Where did they land?
- Distributed - Turn over brand to consumers- Interact via photo sharing- Embraces conversational marketing
Consumer photo collection:Fotolog: Spain
US Brand: American Apparel-Where did they land?
- Distributed - Turn over brand to consumers- Interact via photo sharing- Embraces conversational marketing
Consumer is the brand in their ads. Engagement via advertorial blog
Resources for readiness
Thank you for your interest!
Please visit www.mass-logic.com/mashup for more reference information and links
