Social media has become a global phenomenon: 72% of the global internet population is now active on social networks and 75% of Facebook users are outside of the USA. Research shows that Social Media users interact locally, in their real life. The global phenomenon is in fact a collection of local phenomena where culture, language and politics play a role. The Indonesians use Facebook in Indonesian interacting with other Indonesians, the Germans use Facebook in German interacting with other Germans, etc… there are variances that global brands should know/use/leverage when designing global marketing social media campaigns. Should you skew your campaign toward more content creation when targeting audience in China or South Korea? Should you avoid requesting Europeans to formally join a group? Should you expect Japanese to be more likely silent readers of your content?... The conversation will explore the need for multinational brands to recognize that not all social media users are like US, and that social media campaigns should be properly localized to maximize return.
After a significant experience managing IT projects in international groups (Arcelor, Danone) in Europe and in the USA, Christian transitioned to the high tech industry as CTO of Anysteel, a startup with operations in Europe and in South Korea. In 2001, he co-founded and eventually became CEO of Axessio, a 50-specialist consultancy for IT due diligences and technical value assessments. In 2007, he joined SoftThinks, a French and American software company, as COO. Now a permanent US resident, he is creating Axessio USA in Austin, TX. Christian holds a Master of Computing Engineering from Supélec (partner of Georgia Tech in Europe) and an MBA from the University of Chicago Booth School of Business with high honors.
Joseph graduated with honors from UT Austin in Mechanical Engineering, where he was exposed to work environments both in the USA and in Europe. Since 2007, Joseph has been an environmental consultant for Trinity Consultants, a leading air quality specialty firm and has worked in several states, including California and Texas for major clients. Active member of the Austin LGBT community, he has leveraged social media for years to support nonprofit organizations and fund-raising projects.
