Optimizing Your Web Presence for International Sales Social Media, Understanding, Globalization, And

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Optimizing Your Web Presence for International
SalesSocial Media, Understanding, Globalization,
And Accountability

• Lee Kraus
• Mythology Marketing

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• We have a Problem.

Opportunity
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The Marketing Model Is Broken
2,904 media messages a day
An individual will pay active attention to 52
Will dislike 14
Only 4 will be positively remembered
99 Attrition Rate
Source Citibank CMO Anne MacDonald, October
2005 financial services seminar
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Word of Mouth
fueled by social networking, email and IM, WOM is
the most powerful marketing channel in todays
world
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Markets are Conversations
The Cluetrain Manifesto
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Consumers expect to participate in the
development and
propagation of brands a two-way conversation
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• OK. Where in the world are the Conversations?

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• But does that have anything to do with them
  buying our product?

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Social media impacts your brands reputation
34 post opinions about products and brands on
their blog
36 think more positively about companies that
have blogs
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• Based on this reality, how do we leverage social
  media?

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Understanding

• What do your employees/customers/partners
  believe? What do they want to believe? What do
  you want them to believe about you or your
  product/service?

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Segmentation Map Leads to Personas

• Research (3rd party reports, online data)
• Surveys (online, in-person)
• Tele-surveys
• Focus Groups
• Social Media Monitoring

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• What markets are interested in our product?

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• Who are the influencers in our market?

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Identifying the Influencers

• Who They Are
• Activists influencers get involved, with their
  communities, political movements, charities and
  so on.
• Connected influencers have large social networks
  
• Impact influencers are looked up to and are
  trusted by others
• Active minds influencers have multiple and
  diverse interests
• Trendsetters influencers tend to be early
  adopters (or leavers) in markets

• Ranking Their Influence
• Market Reach the number of people an individual
  has the ability to connect with.
• Quality of Impact the esteem in which an
  individuals view and opinions are held.
• Frequency of Impact the number of opportunities
  an individual has to influence buying decisions.
• Closeness to Decision how near an individual is
  to the decision-maker

Keller, Ed and Berry, Jon. The Influentials, Free
Press, 2003
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• Social Media Campaign Examples

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• Are we ready for Globalization?

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Globalization

• Performance
• Languages Offered
• Global Navigation
• Global Consistency and Local Customization
• Content Management
• Customer Support

http//www.bytelevel.com/reportcard2008/
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• Can we monitor social media?

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• What about accountability?

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Google Analytics
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Conversions
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video
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• Markets are Global Conversations.
• Understand your market.
• Keep it Accountable.

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Thank you!

• leekraus_at_mythologymarketing.com
• _at_leekraus

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References

• Speaking Their Language How to Localize Your
  Message for Global Customershttp//www.marketingp
  rofs.com/9/speaking-their-language-localize-messag
  e-global-customers-ballance.asp
• Universal McCannhttp//www.universalmccann.com/As
  sets/wave_3_20080403093750.pdf
• Future Web, Global Web Index 23rd September
  2009http//www.slideshare.net/Tomtrendstream/the-
  new-role-for-brands?srcembed
• Global By Design
• http//www.globalbydesign.com/
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• Google Analytics
• http//www.google.com/analytics
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• Global Trends
• http//www.google.com/insights/search/
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• ScoutLabs
• http//www.scoutlabs.com