social media strategy of multinational companies
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8/3/2019 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
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SOCIALMEDIASTRATEGYOF
MULTINATIONALCOMPANIES
Thank you!
Download the full study on:
http://lambelet.me
André [email protected]