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International marketing communications: How can Skoda use social media to its benefit?

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  1. Facebook and YouTube: Facts and figures
  2. Our Target
    1. The Ambitious
    2. The Young Intellectuals
    3. The Active Optimists
    4. The Carefree
    5. The Old before Their Time
    6. The Frustrated
    7. Conclusion
  3. Competitive Analysis
    1. Skoda Positioning
    2. Comparison of different brands
  4. Creative ideas and strategy
    1. Your Best Skoda Memories
    2. Skoda Challenging games
  5. How to increase the accesses to Skoda Facebook Fan Page and YouTube Official Channel?
    1. Advertising on Facebook
    2. How let people know about the Facebook Page?

It's important to introduce our project with an analysis of the main characteristics of the media we will use in our creative strategy for Skoda. A study conducted on the European Companies on the Fortune Global 100 list, shows relevant numbers in regard to using Facebook and Youtube in marketing strategies.

Facebook - 52% of these companies have a Facebook page: the average number of fan pages for each company is 1.6. 82% use them to talk about general/product/promotion news: 69% use ?Likes? and 56% use comments. 38% have pages with posts from fans with the number of posts averaging 5 a week and an average number of fans of 46,400.

YouTube - 52% of the companies have a YouTube channel: the average number of YouTube channels is 1.7 each. 52% of these channels have comments from viewers, with the number of shared videos averaging 10 a month. Each video is viewed an average of 19,912 times and the average number of subscribers per channel is 389.

Starting from these statistics, we have analyzed the Facebook and YouTube overall figures in detail. Facebook shows an increasing and exponential growth in the global audience, now over 400 million people. The average Facebook user spends more than 55 minutes on it per day, has 130 friends on the site, sends 8 friend request per month, clicks the ?like? button 9 times per month, writes 25 comments per month, becomes a fan of 2 pages, is invited to 3 events and is a member of 12 group per month. In addition, 70% of Facebook users engage with platform applications at least once a month and more than 250 applications have more than 1 million monthly active users. Finally, we have more than 100 million active users on Facebook mobile and they are twice more active than non-mobile users. With the exponential growth in users, we noticed an exponential increase in sharing pieces of content like web links, news, stories, blogs, posts, notes, photo albums. From the 1 billion items a week in July 2009, the figure grew to 2 billion a week in September 2009, 3.5 billion in December 2009 and 5 billion in February 2010.

According to a research conducted by Oxygen Media and Lightspeed Research, young women between 18 and 34 years constitute a very important target for a company on Facebook: 34% of them proclaim themselves Facebook addicts and 36% of them visit make Facebook as soon they wake up, even before brushing their teeth or going to the bathroom.

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