A lot of brands go global nowadays to participate in the international market competition. Hence, in other to be able to compete with both local and global markets, how can global brands from emerging markets enhance their long-term competitiveness? This can also be approached as how social media presence develop customer-brand relationships in emerging markets since this factor is critical for brands to compete. As there are different strategies regarding bandwagon effect, localization strategy, social media Guanxi model, cultural context, level of access or usage of social media in different countries, brand as self expression, private branding in low market share, and interactive media marketing that companies and brands can adopt to compete in emerging markets (globally) and developed countries (locally), the brands entering global competition needs to take into considerations the strategies, tools, and platforms together with the implications. There are different strategies that brands can reach out to the customers, in a public community, as they rely heavily on customers’ perspectives. As media grows larger each day, this blog discover various platforms consisting of public conversations and analyze how these conversations are critical to the survival of global brands, regarding the power the power of using social platforms to enhance strategies for global brands, issues facing global brands, and how do these conversations represent the public’s opinions and guide global brands.
THE POWER OF USING SOCIAL PLATFORMS TO ENHANCE STRATEGIES
Global brands use various social platforms to advertise their brands and gain competitive advantage. Some brands used Facebook to provide samples and sales to promote the global products, prize, a new existing feature such as an app, etc. This platform emphasizes the power of online word-of-mouth (WOM) and social networking sites (SNWs). All of the posts above are easily found by typing #globalbrandcompetitiveness and scroll through this collection. Most of the posts are attached with a image portraying the message. Some posts have a serious tone while others are more conversational and friendly to make the audience more engaged. Some company post in English but their conversation from the customers appear to be in other languages (Vietnamese). Some companies post as a question to engage members of this community to engage in Facebook platform.
The common structure of these conversations are composed of tags and comments to a broader community. People mostly tagged their friends so that their friends can look at the posts. Some just tagged without explain anything, while others tagged to start conversation with their friends, but not with the company, while others commented to directly asked more about the information posted, such as price, quality, location, etc. and whether this information is true. Facebook, as a platform, is a great strategy to boost competitiveness and see how different consumers react. Most people are in favor with the prize, the location, price and quality. A common language used in this public community is “Liked and shared”, as a signal that they will promote the message and spread it among their people, together with other positive reviews, proving that this product/service of this brand is in a successful path. However, some other comments inquiring uncertainties, credibility of this strategy and how it targets audience, and the expectations whether this brand is going to be success. Most of the comments come from true perspectives and opinions, rather than hiding and faking them. Some posts are in English but the comments are in other languages such as Vietnamese.This emphasizes the power going going global since some of the posts use different languages from people of one country to another country. Hence, the community features members across countries via this platform through the common style of questions, or “like and share”. People also recognize the importance of price, market share, target audience, etc. and the company can also look at these conversations to evaluate upon their posts. There is barely any formality required for this ongoing public conversation.
ISSUES FACING GLOBAL BRANDS NOWADAYS
LOCAL BRAND PREFERENCES CREATE COMPETITION TO GLOBAL BRANDS
The style of content and tone of the conversation is also affected by the role of the person posting it. Below is a post of a current customer who prefer to use Indian product and has stopped using international brands. The post together with the conversation represent competition facing local markets for global brands.
As a company post it, there are more tags because its a public post and they have to tag their friends so they know the post. However, if its a normal person who is a current user or customer, there are less tags and most of the comments are evolved among their own group of friends or people they know on Facebook. Hence, the conversation is more about exchanging thoughts and ideas and fast responses from the writer of the post. Rather than just a one-sided ask and tags, its more about ask and response, a one-to-one conversation. The comments also produce new knowledge and continue a conversation on using this local product. Some even describe how it “looks bulky”.
GLOBAL BRANDS PREFERENCES CREATE COMPETITION TO LOCAL BRANDS
“RIP local coffee shops…”
Global brands can also look at the conversations on various platforms to see the mood of the public. If they are against it, they will likely express it aggressively, with a sarcastic tone, or even produces a mocking vibe doubting the success of the brands. Below is a conversation regarding a post from a mayor of how Starbuck’s store in Calooca will destroy local cafe shops, representing how people prefer global brands, instead of local brands. Hence, this conversation is opposite to the conversation above and the content is totally opposite. While the others in favor of the local product, these people use personal and some provoking language to threaten the success of local products. This can also described better with the emojis and how people react to such comments. A comment might have 21 reactions, including both laughings and angriness. By clicking on the replies section, the users can see how people with angry reaction go against and argue back. Most comments relate to the topic. However, some comments might be very imformal and unrelated, such as saying hi to the person who posts it. This represent the informality and casual tone. Some comments involve jargon that only the person who post it and this person who use the jargon understands, since they are close friends. Hence, this ongoing public conversation explores and offers many views as it reaches a wide audience.
A case study is brought up as how Filipinos prefer global over local brands on REDDIT.com. This is a great platform to enhance connection between multiple related topics. People are against and in favor with local products vs. global products which are difficult for brands to compete.There are different perspectives of people whom involved. Some care about whether its brand is local or global, but some just care about the quality and price. The conversation is surrounding about “honestly usually don’t care” “I prefer” to express honest opinions. This help global brands to see what factors they should focus on to attract customers in local markets. REDDIT is a powerful platform to lead audience from a big topic of competing with global brands to other smaller issues in the reasons why its hard for local markets to compete against global brands. This attract the audience to continue to click on the related links to discover the issues under a specific field to broaden their knowledge. The same author, Daniel Shen, linked this article to another blog that emphasizes the importance of adopting technologies for global brands to compete with local markets, that he indicated how showing up is no longer enough for global brands to win in China.
REDDIT’s formality is also based on the person who post it. As the case above illustrated how this “Bonezmahone” commented with a sense of humour. “while wearing Mike and eating Mcdonalds…”, it proves how although the writer and the commenter might not know each other, the commenter is not shy to express what he wants to say or whether the person who post it will have such attitudes toward it. Hence, it invites any person to contribute and to have a voice regarding the topic, without a needed structured or a required form of language as a non-discourse community member.
Rather than a short-post, WordPress allows an individual to write a personal blog regarding any topics/issues. This is an effect way to evaluate the topic, and then express the authors’ own opinions. However, it relies heavily on the power and the role of the person who post it to determine the number of people participating in the comment section, or in other words,the impact of the public conversation. The blog below by “sundance” emphasizes the dangers and consequences of culture discrepancy when going global. It provides a linkage to “consumption patterns”, in specific how celebrity endorsement affect consumers purchase decision.
A tweet from CNBC
#NikeBoycott was trending Tuesday morning on Twitter, with some people saying they were going to burn their Nike sneakers. –> comment about trending and powers of trending hashtags
“Sundance” is a person who wrote this blog. Regarding his 10,084 followers, he is a famous person on this platform community who can influence other people’s perspectives and attract people to participate in the conversation in the comment section. If you do not have many followers on WordPress, it’s hard for many people to comment on your blog as they don’t really know you, and they might not see your blog on the news. Hence, besides the fact that this topic is a serious one, a writer influence brand image and reputation as importance of a blog post towards a global brand. Especially, in this case, a negative effect of this celebrity “Nike” affect consumer’s choice of purchasing Nike.This portrays a general public opinion trend for this conversation, as people aggressive oppose Nike with their provoking language.
The executive branding decision means if you wear Nike apparel you support cop-killers, Antifa, flag-burners and those who hate the values of the United States of America as expressed through law and order.
One more thing I wouldn’t spend money on… Keep an eye on Nike stock, it will drop everyday! They disrespect all our troops, police, and firefighters stand for..Nike has lost all respect!
Those who participate in this online conversation mostly agree with the view of the writer. Instead of providing additional knowledge, most are evaluating and criticizing how detrimental is the campaign for Nike, as a global brand. The comments are usually ended with exclamation marks. Some comments are paragraphs, as a strategy to produce additional knowledge to this content. In specific, people might not know why using Nick as a face of the brand has many opposing views. Hence, one of the comments actually talked about what Nick has done. This help extends the conversation as people can response and even attach images representing their thoughts. There is a useful mix of content of text and visual images to make the conversation more engaged, realistic, and expressive.
GLOBAL BRANDS ARE PUBLICLY SCOLDED BY CULTURAL CLASHED
Various platforms are used to emphasize how critical an issue is. In specific, an author used REDDIT to enhance conversation on how Taiwan calls out global brands that have bowed to Chinese pressure to treat it as just another part of China. This is a cultural issue affecting global brand’s image and reputation.
Once again, REDDIT is a powerful tool to link different issues under one community which attract audience to keep on clicking and introducing related issues. This invites people to click as members of either discourse community or a public community. Taiwan’s Foreign Ministry on Wednesday berated Air Canada (ACDVF) and Gap (GPS) on Twitter, accusing the airline of buckling under pressure and the clothing retailer of sending the wrong message to the world. The public scolding follows recent efforts by the Chinese government to get international companies to adopt its stance on Taiwan on their websites and apps. AirCanada, as a global brand, made the public upset for appearing to describe Taiwan as part of China on its global website. More importantly, its brand image is even more easily be affected through @MOFA_Taiwan’s Ministry of Foreign Affairs of Taiwan’s Twitter post and the related conversations.
Twitter is a powerful platform in creating a broader community and extend such public conversations. Following someone on Twitter, unlike friending someone on Facebook, requires nothing from them, and is simply a statement from you to them that they interest you. Following the relevant people in your industry, whether it be journalists, influencers, potential strategic partners, or investors is a super easy and quick way to get on their radar. With 12.3K followers, Taiwan MOFA’ thoughts are valuable to the public audience. These likings and followings have the potential to build awareness and cultivate such relationships. Hence, this post has successfully organized and brought people together for a common issue of Air Canada and it will critically affect the brand’s image as it attract 98 retweets, 177 likes, and 129 discussions. The usual post on this account is about 30-50. But this topic boost up to this huge number. The people who participate used Twitter as a breaking news source, as a means to share their voice in such situations with the wider world. In this sense, Twitter remains unmatched – it’s capacity to provide emergency, potentially life-saving, data analysis in real-time is game-changing. Although Facebook and LinkedIn has more information and other benefits, Twitter’s capacity to deliver real-time, up to the minute info on what’s happening, right now is what value differentiated this platform from others. This conversation emphasized the critical and seriousness of this issue to be posted on an official twitter page.
No more Air Canada vacations for us until Air Canada fixes this weak moment they had…when caving into China’s economic bullying.
@AirCanada is being tagged in the post. Obviously, there are a lot of Taiwanese people participating in this conversation as its relating to their country and its on MOFA Taiwan account. Hence, there are comments written in Taiwanese. The prolong conversations will also appear on Air Canada accounts due to the Twitter tags and trending hashtags, regarding the significance of it. However, it involves people from other countries too, such as Canada. It portrays variety of voices from different cultures. The critical of these hashtags is that if people type on Twitter, thes conversations will pop-up. The existence of this conversation…..Comment on people who are powerful retweet –> and hence the spread of this conversaiotn is extneded. –> raising a common perspectives –> same discourse community, but also for those in public. Once gain, the common trend of public opinions are more inclined towards how Taiwan should not behave like this. While a person who post this is a government person, some people still have informal tone of voice isntead of a serious and professional. It provides and portrays a mix and provides distinctives that we can see people in discourse community, with people outside as a public audience.
SOCIAL MEDIA NEGATIVITIES AND THE IMPACT ON GLOBAL BRANDS
REDDIT then linked this to another tweet of Taiwan government reflecting on how Taiwan’s government is unhappy with Gap for its response to an outcry in China over one of its T-shirts. Social media help the brands, but it also cause negativities when something happen. The impact of such public conversations happening between social media users to global brands urge them to pay attention to fix the issue.
Chinese social media users complained (from websites and apps) that the map of China on the T-shirt left out Taiwan and islands claimed by Beijing in the South China Sea. Gap on Monday apologized for failing “to reflect the correct map of China” and said it would withdraw the T-shirt from the Chinese market. Taiwan’s government is unhappy with Gap for its response to an outcry in China over one of its T-shirts. This again emphasized on the power of Taiwan’s Foreign Ministry as the impact of posting this on Twitter as a public platform community to engage such conversations. By tagging @Gap, it indirectly causes negative effects to the brand. However, even though its a post from MOFA, a Twitter account from a person comfortably express his own opinion in protecting Gap and saying that Gap does this intentionally just to reach to the wider audience, as “did it for the publicity”. by using the word “cant be that stupid”, it shows the freedom of speech enhanced from this public conversation and how there is no formality is enforced, as a public community.
YouTube as a global brand platform is open to any comments regarding any posted videos. Hence, it promises ‘aggressive’ action over predatory comments on videos of children: Global brands reported to have pulled ads after they were placed alongside videos ‘exploited by paedophiles’. This emphasizes the danger of social media for global brands and how the authority people from different global brands cooperate to make sure the brand’s image and reputation is enhanced and protected. The article contains all conversation happening between owner, manager of global brands and how they ditch YouTube ads over predatory comments on videos of children and how they suspend YouTube and Google advertising after it was placed alongside videos paedophiles exploited
comment upon “VERY WORRYING” terms, initiating the public conversation
This is a global platform and so the company need to ensure they have a global response.
Youtube, as a global platform, is one of the most popular tool for individuals to share their videos, and hence has a freedom of speech to comment anything they want. There are negativities and the limitation of how such freedom of speech can cause such detrimental affects. Some of YouTube’s volunteer moderators from the site’s “trusted flagger” scheme told the BBC there could be “between 50,000 to 100,000 active predatory accounts still on the platform”, while another told the Times there are “at least 50,000 active predators” on the site.As well as trusted flaggers, YouTube also uses algorithms to identify inappropriate sexual or predatory comments. But the system is said to be failing to tackle the problem and paedophiles are continuing to comment on videos of children. Unlike a normal public conversation, although this conversation is on a normal and regular blog post, it consist of participants such as Mars spokesperson, Deutsche Bank, Lidl, Cadbury, Adidas, the children’s commissioner, the public affairs manager for the NSPCC, the vice-president of product management at YouTube, and Longfield. Their positions are in the common field of managing the public image, interact and repersent the brands to the public, hence contributing their voices to this public conversation. These are members cooperatin together in a community, whom produce new knowledge with formal and professional language, raising concerns genuinely. These voices and perspectives raise awaeness and have the same decisions, proving values of a discourse community of this public conversation to global brands. Rather than involving one-sided perspectives and full of comments criticizing this action, its a conversation that requires back-and-forth efforts and includes how Youtube’s managers responsed to the concerns posed by these global brands’ people and to ensure the victims that the problem is going to be solved. On the other hand, these people with power needs to do something to the people who comments on the video with such inappropriate language, leading to children issues. as this is a hard situation to stop the ongoing public conversation, since as it was deigned for people to comment, and now it has to limit such style of language being exposed on the comments.
HOW TO BECOME A SUCCESSFUL GLOBAL BRAND?
As there are so many issues surrounding global brands and how they should position themselves, global brands should determine how can they be succeed. It is valuable to listen to a person’s perspectives whom have been through and start their own brand from the beginning. A indirect conversation of multiple participants talking about global brands would not be as real and significance as a direct conversation with someone who actually experienced the process. Podcast, as a content platform, is one of the most powerful and successful tool in building this. Host Mary McCarthy and Co-Host Sharon DeLay talk to Roshan Melwani, a third generation proprietor of Sam’s Tailor. Roshan talks about the challenges of working in a multi-generational business with his father Manu and his uncle, the difficulties of finding and retaining skilled workers, and how he’s changing the business.
The podcast is linked to a Twitter account, once again emphasize the usefulness of Twitter as a platform. @Microbizpodcast is a Twitter account linked to the website of https://thesuccessfulmicropreneur.com/ where they post 15-minute weekly podcasts surrounding different topics to help business grow and succeed. As using the Tweet hashtags of #MicrobizUS Tweet Chat, every single podcast will have these hashtags and hence as users search, their website is going to appear among the top list.
People will then exposed to even more podcast and they will have the chance to enhance their reputation. The post on their Twitter account involves directly tagged @Samtailor and include his bitly link and @Samtailor also retweet this on his twitter. They can also base on tredning hashtags to boost the conversations among their post, for example, #entrepreneurship, #leadership, if that week the topic is about #leadership as people participate more. The function of retweets, taggings, and hashtags on Twitter are being used to the best as its really helpful in reaching to the wider number of audience and boost such public conversations. The useful of hashtag –> people can check out the credibility of who is this person on this podcast and what is his business is actually about.
Hence, the conversation is not just a one-sided but also more casual yet professional to produce knowledge on his expertise as a successful global brand. Podcast provides the ability for users to not just read the words but actually hear the participants’ tone and voices and expressions to understand the topic much easier and to be more engaged in the conversation. Podcasting is the only online content platform that allows for passive, or indirect consumption. In other words, people can actively listen and learn from a podcast while also doing something else as its one of the most engaging forms of content delivery. The host and Roshan exchange perspectives and thoughts, as this one-to-one conversation enhance knowledge and this is supported by the use of this platform. Podcasting allows you to build a stronger relationship with your audience, faster. When you think about it, when a person is listening to you, the power of your voice is in their ear (literally if they are listening with earbuds). It’s intimate. They can pick up on your intonation, the emotion in your voice. The public conversation is an amazing way to build relationship with the wider range of audience by finding the common ground with your listeners. As the host usually emphasized, “as my own experience…”,way ofa sking question “link to own personal problems”, the audience can resonate themselves to the topic being discussed too. As Sam retweets this on his account, podcast also is an amazing platform for him to connect with influencers as other people in the same field might look at his bio and listen to his podcast, and they are also have podcast in related topics too. People who you may look up to, other thought leaders and authorities in your industry. You get a chance to gain more listeners of the show and more exposure to your brand from their audience. By connecting with these influencers, as I mentioned in reason number four, you are also building a relationship with them; you’re getting to know them better and you’re providing value to them. In return, they’ll likely be able to provide value right back.Second, when you feature audience members on your podcast who’ve taken action because of your content, it shows that you love your audience (I definitely do!). It shows that you’re giving your audience a platform to speak, that you are listening to them, and that you care about their success. As a podcast consumer, you’re not being distracted by what’s happening on the other (millions of) tabs in your browser, and while there are advertisements in podcasts, they are far less intrusive and distracting than what’s in video and blogging sites. That means your brand, your message, your voice, you, are in front of an audience for much, much longer than with other content platforms. That’s valuable.
Add : creating social media campaign and engage more people by Twitter
For example, we lead an annual #EmpowerHer social media campaign to celebrate International Women’s Day (March 8). On this day, we encourage our donors to share how they empower the women and girls in their lives. Our supporters post an image of themselves holding a sign that says how they empower women and then post it and tag others using the hashtags #EmpowerHer and #IWD2017.