Getting social in the US market

Americans are relatively savvy internet users, a national characteristic that has its advantages for New Zealand exporters looking to boost sales into the US.

That’s the view of ex-pat kiwi, design and marketing guru Ronnie Peters, who traded life in the rural Tasman district for graduate study in design at New England’s prestigious Rhode Island School of Design.

He went on to become creative director at media giant Time Warner where he shaped the design of mega titles including Time, People, Money, Fortune and Entertainment Weekly.

These days Peters heads up his own design, technology and digital marketing firm, 4 Corners Design, based in Manhattan.

The burgeoning force of the internet and the rise of social media are key focuses for clients on 4 Corners’ roster, which includes New Zealand firms phil&teds and Natural Products New Zealand.

Peters shared his insights on tapping into the power of the medium at a recent NZTE-organised webinar for exporters, 'Social Media and the US Market'.

“There are some amazing opportunities for New Zealand companies entering the US market to use social media to promote their brands and their products, and to really do things on a large scale and at a much lower cost than through traditional marketing means,” Peters told the audience from New York.

“This area is evolving and changing literally on a daily basis and there are some tremendous opportunities here to take advantage of.”

Astonishing numbers

The figures that get bandied around during a discussion on social media are extraordinary.

If Facebook was a country it would be the world’s third largest nation, sitting in size between India and the US with a population of 350 million inhabitants – or “unique users” in the parlance of the medium.

More than 100 million videos have been uploaded to YouTube and business networking platform LinkedIn has signed up well over 50 million professionals to its service.

About 45 million users update their Facebook status every day while more than 30 million tweets are sent out daily via those on the micro-blogging platform Twitter.

The internet explosion means that today at least three-quarters of a billion people are participating in some form of social media – the interactive exchange of news, views and information online.

The statistics may be impressive, but how can the rise of social media translate into a business opportunity for exporters in a far-flung country wanting to tap into one of the world’s largest markets?

“It’s an opportunity for you to really engage with communities and build what we’re calling brand evangelists – people who are actively going out there and talking within social communities about your product and your  brands. They’re promoting your business for you,” Peters said.