SOCIAL

MEDIA STRATEGY OF MULTINATIONAL COMPANIES

Andr Lambelet
Advisor Prof. Dr. Philipp Bubenzer HEG Fribourg Master Thesis MSc in Business Administration September 2011 Co-advisor Matthias Lfkens World Economic Forum

AGENDA
Objectives Studied companies Framework Learnings
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OBJECTIVES

Usage of Social Media by MNCs Establish theory Feedback

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A n d r L a m b e l e t | w w w. l a m b e l e t . m e

SOCIAL MEDIA MARKETING

Web / Social Media Manager Communication 4% 11% Digital / eMedia PR / Public Affairs 11% Marketing Agency 19%

26%

30%

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FRAMEWORK CODES CONSTRUCTS GROUPS

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FRAMEWORK

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SOCIAL MEDIA SUCCESS

Listen!
Know the tools Monitor the activities

Find the right tone Move fast Strong local aspect

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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

Oral culture Management support

Use internal social media

Bring down the silos

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HOW TO TAME SOCIAL MEDIA?

Target your audience

Listen!

Identify the right platforms

Focus on specic channel Reach quality

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HOW TO REACH QUALITY

Risk of no interaction

Advertisement Work on quality

Critical mass

Objective Needs empirical conrmation

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HOW TO TAME SOCIAL MEDIA?

Target your audience

Listen!

Identify the right platforms

Focus on specic channel Reach quality Expand

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LESSONS LEARNED
Decentralized Fully centralized Social media is not about selling Organic growth KPI easy to nd
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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) twice a year casual atmosphere competition

Meetings Informal Outside Discuss

among them the challenges / solutions

Come and tell us your needs andre@lambelet.me

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Interested?

SOCIAL MEDIA STRATEGY OF MULTINATIONAL COMPANIES

Thank you!
Download the full study on: http://lambelet.me Andr Lambelet
andre@lambelet.me
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