Post on 09-May-2015
THE
GLOBAL LANDSCAPE
FOR BRANDS
SEXSOCIAL
MEDIA= SEXMEDIA
• It‘s so normal, but we can‘t stop buzzing about it
• You can‘t really understand it unless you do it
What we discuss today
1.
TODAY‘S
COMMUNICATION
LANDSCAPE
Three major landscape definers
1. Changing Consumer Behaviours
2. Changing Media
System
3. The new Perception
Management System
We are social – we like to share
Sharing has become the driving online force
People all around the world like to share
Social Media is a social mass medium
Source: http://www.socialbakers.com/countries/continents/
But it‘s not only Facebook & Twitter
We‘re all going mobile – Is your Brand ready?
Source: Google 2011: http://www.howtogomo.com/en/#reasons-mobile-matters
APAC & LATAM lead Mobile Web Adoption
Source: http://www.slideshare.net/Tomtrendstream/wave-5-trends-master-august-2011-slideshare-version
Realtime & Microblogs foster „curation“ behaviour
Source: http://www.slideshare.net/Tomtrendstream/wave-5-trends-master-august-2011-slideshare-version
Three major landscape definers
1. Changing Consumer Behaviours
2. Changing Media
System
3. The new Perception
Management System
Tradional Media is embracing Social Media
The new journalists are embracing Social Media
“I routinely track down potential interviews by sending out a
Tweet. Most recently, we came across a number of Toyota car
owners who fell under the recent recalls.”
(Chris O‘Conell – ABC News Anchor / Reporter)
Source: toprankblog.com
Journalists are Super-Googlers
„I begin every day at search engine.
It doesn‘t matter what story I‘m
working on, it always starts with a
search.“ (Jason DeRusha, CBS TV News Reporter)
Source: toprankblog.com
For today‘s journalists multiple ways lead to a story
Search Recommendation Follow
It‘s the Link Economy - Stupid
Personal recommendations hit the frontpage
It‘s the News – not the Newsstand
Three major landscape definers
1. Changing Consumer Behaviours
2. Changing Media
System
3. The new Perception
Management System
Both, Social & Massmedia define how stories develop
Source: http://www.slideshare.net/360digitalinfluence/ogilvy-on-social-media-for-crisis-management
This is your reputation dashboard
2.
HOW BRANDS ADAPT
TO THE NEW
LANDSCAPE
One-Quarter of global companies are active on 4 Platforms
Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
Global Companies love Twitter
Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
Key Take-Aways Asia-Pacific
�Strongest growth rate
�Global + local audiences (Platforms)
�Low engagement levels
Average Number of Followers per Corporate Twitter Account
levels
�Video: big unmet opportunity Percent of Companies with YouTube Channels
Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
Toyota after its recall-crisis started
leveraging online conversations
across al social channels. They set up
an aggregated social pulse of their
brand online.
LG Mobile‘s global Facebook page is
used to communicate news about
latest products and answer
customer enquiries.
Best Practices Asia-Pacific
Key Take-Aways EMEA
�Focus on engagement growth
�Not growing and scaling
�Focus on policy and
Percent of Accounts using @replies on Twitter
680'747
1'856'364
255'002
715'951
Global Asia Europe U.S.
�Focus on policy and professionalization
�Companies struggle with Video
Number of views per YouTube Channel
Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
Best Practices from EMEA
BNP Paribas has a Facebook page
that is dedicated to a recruitment
game that targets college students.
@TelekomHilft and
@deutschetelekom are
providing excellent customer
service and are very responsive
to their followers
Key Take-Aways Americas
�Growing presence through scaling & localization / specialization
�Big engagement growth
Number of Accounts per Company
growth
�US companies lead engagement on facebook
Percent of Pages responding to Likers Posts
Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
Best Practices from the US
GE has a very broad set of specialized
social media channels for specific topics
and discussions
Chevron engages stakeholders around
questions and issues on sustainable
energy. Their main questions is: what can
we agree on?
Key Take-Aways LATAM
�Few companies engage on social media. Big market differences
�Those who do, are very active
Percent of Companies with Twitter Acccounts
very active
�LATAM companies favour facebook over twitter, Orkut is in steep decline
Followers per Twitter Account
Source: Burson-Marsteller Latin America Social Media Study 2010
Best Practices from Latin America
About half of Pemex’s Twitter posts are
responses to stakeholders, including
answering their questions and
clarifying misstatements.
Petrobras offers two Facebook apps, a
racing game and a sticker book related to
the Brazilian biodiversity
Making mistakes is part of the learning curve
Corporate Social Media Challenges: ROI
Corporate Social Media Challenges: Integration
What does it take to become a social media ready company?
8. Measure & adapt
2. Identify Opportunities
7. Roll
out
You have to know how to get there
1. Listen 3. Mitigate Risks
4. Define
Objectives & KPIs
5. Organize for success
6.
training
out
INVESTORRELATIONS HR
PARTNER-SHIPS
CUSTOMERSERVICE
Aknowledge that Social Media will change the whole organization
COMMUNICATIONSSTRATEGY
MARKETING
MEDIA-RELATIONS
INNOVATIONADVERTISING
PUBLIC AFFAIRS
CSR
3.
10 TRENDS10 TRENDS
NOT MISS
YOU SHOULD
The rise of Curation as the new Thought Leadership
Micro Volunteering & Crowdsourcing
Gamification
Social Career Management
Mobile Health
Social change is live on air – Homeland Security is watching
Making sense of Data – Data Visualization
Social Commerce
Group Messaging
Everything will be social
THANK YOU
I like to connect @danieljoerg