Cross Cultural Social Media Marketing Bridging Across Cultural Differences 1st edition by Emi Moriuchi 1838671773 9781838671778
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Authors:Emi Moriuchi , Series:Management [546] , Author sort:Moriuchi, Emi , Languages:Languages:eng , Published:Published:Apr 2021 , Publisher:Emerald Publishing Limited
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ISBN 10: 1838671773
ISBN 13: 9781838671778
Author:Emi Moriuchi
To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. Social media marketing complements a brand or company’s current marketing strategy as it aids in amplifying a company’s brand voice and presence. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally. Marketers must be strategic in how they utilize these platforms by first understanding their consumers, while at the same time, meeting their business goals and objectives. Case studies on companies that use social media and advanced technologies to increase their brand awareness, engagement and conversion are discussed in this book. As businesses globalize, many marketers are struggling to establish a presence outside of the United States. Thus, this book also discusses the cultural differences in each country and how these differences matter when considering the usage of each of the social media platforms in certain countries. In this new work, digital marketing expert Emi Moriuchi educates business owners, marketing practitioners, students, as well as marketing researchers in understanding the usage of social media strategy . Containing both evergreen content as well as trending knowledge in the consumer market, this is a must-read for understanding social media marketing for domestic and international market.
Cross Cultural Social Media Marketing Bridging Across Cultural Differences 1st Table of contents:
1. An Introduction to Social Media
The Evolution of Social Media
Displacement Theory
Functional Equivalence
Complementary Theory
Theory of the Niche
Modern Marketing Approach
2. Social Media as Communication Channels
Social Media and Consumer Behavioral Change
Webrooming
Showrooming
Adapting to Consumers’ Social Media Usage
Social Media + e-Commerce = Social Commerce
Social Media and the Sharing Economy
Social Media Marketing and Customer-dominant Logic
3. Inbound Marketing and Analytics
What is Inbound Marketing?
Attract
Engaging
Delighting
Social Listening
Buyer’s Journey
Awareness Stage
Consideration
Decision
What is the Marketing and Sale Funnel?
Marketing and Sales Funnel Versus Flywheel
The Fly Wheel and Inbound Marketing
Analytics to Track and Measure
Attribution Modeling
Let’s Try This
Time of Event
Smart Content
4. Engagement Levels in Social Media
What is Engagement and Why is it Important?
Really? There are Seven Levels of Engagement?
Level 1: Disengagement
Level 2: Unsystematic Engagement
Case Study
Level 3: Frustrated Engagement
Case Study
Level 4: Structure-dependent Engagement
Case Study
Level 5: Self-regulated Interest
Case Study
Level 6: Critical Engagement
Case Study
Level 7: Literate Engagement
Case Study
5. Influencer Marketing
What is Influencer Marketing?
United States
History of Influencer Marketing
Influencer Marketing and Social Media Trends
Pillars of an Effective Influencer Marketing Strategy
Examples of Influencer Marketing Programs
Associate program
Amazon Influencer Program
Amazon Vine
Influencers Outside of the United States
Japan and Influencer Marketing
China
China and Influencer Marketing
Chinese KOLs Has an Impact on Positive ROI
6. Cultures and its Impact on Social Media Usage
United States
Japan
LINE
Blog
China
WeChat for Chinese Tourists Abroad
Controversial Topic on WeChat with the U.S. Government
South Korea
Kakao Talk
Blog
Singapore
Telegram
Blogs
Europe
United Kingdom
Facebook messenger
Eastern Europe
Scandinavia
Middle East and North Africa (MENA)
Case Study: Japan
Japan’s e-Commerce Growth
Case Study: Japan × Bangledash
Uniqlo in Bangladesh – A Social Business Using Social Media
Case Study: United States
Non-profit Centers for Disease Control and Prevention (CDC) – Social Marketing Activities through Social Media
Case Study: Europe
Wimbledon’s Social Media Strategy
New Partnership
Commercial
Wimbledon and a New Target Market
7. Cross-Cultural Social Media Marketing Strategy
Part 1: Perform a Situational Analysis
Political
Economic
Social and Cultural
Technology
Legal
Environment
Part 2: Set Your Social Media Marketing Objectives
Cognitive and Attitude Goals Include (Not Limited to)
Transactive Behavior Goals Include (Not Limited To)
Internal Efficiencies Included (Not Limited To)
Achieve 500 likes per post in the next three months
Part 3: Social Media Assessment and Social Media Marketing Strategies
United States
Social Media Usage
Social Media Marketing Strategies
Social Listening
Social Media Audit
Japan
Japanese Social Media Usage
Culture of sharing
Japanese Social Media Marketing Strategies
China
Chinese Social Media Usage
TikTok
Alibaba Ecosystem
Alibaba (e-commerce)
Taobao and Tmall (e-commerce)
Advertising on Baidu (China’s search engine)
Culture and Symbolism in Chinese Brand Marketing and Advertising
Social Media Marketing Strategies
Part 4: Implement and Control
Analytics
Social Media Tools
Engagement Rates
8. The Role of Technology in Social Media
Storytelling
Instagram Reel
TikTok
Artificial Intelligence
Embodied AI in the United States
Embodied AI Japan
Augmented Reality (AR) and Social Media Marketing
Medical Industry
Retail Industry
Fashion
Sportwear
Financial Industry
Case Study: Sony Japan
Virtual Reality (VR) in Social Media Marketing
Wendy’s
Adidas
Tourism in Japan and VR
Japanese Airlines and VR
Appendix 1. Cross-cultural Social Media Marketing Planning Worksheet.
Part 1
Part 2
Part 3
Social Media Tools
Critical Response Plan
Example
Part 4
Appendix 2. Content Calendar
References
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