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Global Social Media For Brands
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@wearesocialsg • #GlobalSocial • 1 We Are Social
GLOBAL SOCIAL SIMON KEMP • WE ARE SOCIAL
HOW TO MANAGE SOCIAL MEDIA ACROSS CULTURES
we are social
B2B Social • @wearesocialsg • 2 We Are Social
@wearesocialsg • #GlobalSocial • 3 We Are Social
CONTEXT
Social media is a truly global phenomenon, with people from all over the globe interacting with each other via social platforms every day. This global reach represents a significant opportunity for brands, but global diversity can make things complicated. This report explores the elements that marketers must consider when developing a multi-market social media strategy, explaining how to maximise economies of scale, whilst ensuring that social activities are tailored to specific local needs.
@wearesocialsg • #GlobalSocial • 4 We Are Social
AUG 2014
ACTIVE INTERNET USERS
TOTAL GLOBAL POPULATION
ACTIVE SOCIAL MEDIA USERS
UNIQUE ACTIVE MOBILE USERS
ACTIVE MOBILE SOCIAL USERS
• Sources: US Census Bureau, InternetLiveStats, Facebook, Tencent, VKontakte, GSMA Intelligence
GLOBAL DIGITAL STATISTICS
2.95 BILLION
1.56 BILLION
2.02 BILLION
3.61 BILLION
7.18 BILLION
PENETRATION: 41% PENETRATION: 28% PENETRATION: 50% URBAN POP: 52% PENETRATION: 22%
@wearesocialsg • #GlobalSocial • 5 We Are Social
THE 6CS OF GLOBAL SOCIAL:
1. CONVERSATION 2. CULTURE
3. CONTENT 4. COUNTRY NEEDS
5. CELL PHONES 6. COMMUNITIES
@wearesocialsg • #GlobalSocial • 6 We Are Social
#1 CONVERSATION
@wearesocialsg • #GlobalSocial • 7 We Are Social
WITHOUT CONVERSATIONS, SOCIAL MEDIA AREN’T SOCIAL
@wearesocialsg • #GlobalSocial • 8 We Are Social
FOR BRANDS, IT’S THESE CONVERSATIONS THAT CAN ADD THE GREATEST VALUE
@wearesocialsg • #GlobalSocial • 9 We Are Social
CONVERSATIONS ALLOW US TO UNDERSTAND PEOPLE AND EXCHANGE MUTUAL VALUE
@wearesocialsg • #GlobalSocial • 10 We Are Social
BUT TO HAVE CONVERSATIONS, WE NEED TO BE ABLE TO UNDERSTAND EACH OTHER
@wearesocialsg • #GlobalSocial • 11 We Are Social
SUCCESSFUL COMMUNICATION ISN’T ABOUT WHAT WE SAY;
IT’S ABOUT WHAT OTHER PEOPLE UNDERSTAND.
“
@wearesocialsg • #GlobalSocial • 12 We Are Social
WHAT LANGUAGE DOES YOUR AUDIENCE PREFER TO SPEAK?
@wearesocialsg • #GlobalSocial • 13 We Are Social
HOW DO THEY ADAPT THAT LANGUAGE IN THEIR SOCIAL MEDIA CONVERSATIONS?
@wearesocialsg • #GlobalSocial • 14 We Are Social
TIP #1: LISTEN TO THE WAY YOUR AUDIENCE SPEAKS, AND ADAPT TO THEIR STYLE
@wearesocialsg • #GlobalSocial • 15 We Are Social
#2 CULTURE
@wearesocialsg • #GlobalSocial • 16 We Are Social
CULTURE VARIES WIDELY AROUND THE WORLD, EVEN IN NEIGHBOURING COUNTRIES
@wearesocialsg • #GlobalSocial • 17 We Are Social
BRANDS MUST BE PARTICULARLY AWARE OF DIFFERING BELIEFS AND ATTITUDES
@wearesocialsg • #GlobalSocial • 18 We Are Social
IMPORTANT CULTURAL CONSIDERATIONS
WHICH SPECIAL DAYS AND EVENTS DEFINE YOUR AUDIENCE’S ‘LIFE CALENDAR’?
WHAT DOES THE CULTURE DEEM INAPPROPRIATE OR DISRESPECTFUL? WHAT
DOES IT OUTLAW?
FESTIVALS PROHIBITION HOW DO PEOPLE
INTERPRET FUNDAMENTAL ELEMENTS LIKE COLOURS, SHAPES, AND GESTURES?
SEMIOTICS
@wearesocialsg • #GlobalSocial • 19 We Are Social
HOW DOES RELIGION IMPACT YOUR AUDIENCE AND YOUR ROLE IN THEIR LIVES?
@wearesocialsg • #GlobalSocial • 20 We Are Social
DO PEOPLE’S VIEWS OF COLLECTIVISM vs INDIVIDUALISM AFFECT SOCIAL INTERACTION?
@wearesocialsg • #GlobalSocial • 21 We Are Social
TIP #2: BUILD STRATEGIES FOR CULTURES AND COMMUNITIES, NOT FOR PLATFORMS
@wearesocialsg • #GlobalSocial • 22 We Are Social
#3 CONTENT
@wearesocialsg • #GlobalSocial • 23 We Are Social
MOST PEOPLE USE A VARIETY OF SOCIAL MEDIA PLATFORMS IN DIFFERENT SETTINGS
@wearesocialsg • #GlobalSocial • 24 We Are Social
ACTIVE USERS BY SOCIAL PLATFORM AUG 2014
• Sources: latest official company statements
SOCIAL NETWORK
MESSENGER / CHAT APP
BASED ON ACCOUNTS THAT HAVE LOGGED IN AT LEAST ONCE IN THE PAST 30 DAYS, IN MILLIONS
1,320 !
848 !
644 !
600 !
438 !
343 !
300 !
271 !
230 !
220 !
QZONE
GOOGLE+
TUMBLR
TENCENT WEIBO
@wearesocialsg • #GlobalSocial • 25 We Are Social
HOWEVER, PEOPLE CAN MIGRATE TO NEW PLATFORMS RELATIVELY QUICKLY
@wearesocialsg • #GlobalSocial • 26 We Are Social
BRANDS MUST BE CAREFUL TO AVOID PUTTING ALL THEIR EGGS INTO ONE BASKET
@wearesocialsg • #GlobalSocial • 27 We Are Social
CREATE CONTENT THAT AUDIENCES CAN USE ACROSS DIFFERENT SOCIAL PLATFORMS
@wearesocialsg • #GlobalSocial • 28 We Are Social
TIP #3: BUILD ACTIVITIES AROUND PEOPLE’S INTERESTS, NOT AROUND TECHNOLOGY
@wearesocialsg • #GlobalSocial • 29 We Are Social
#4 COUNTRY NEEDS
@wearesocialsg • #GlobalSocial • 30 We Are Social
HOW MUCH DO YOUR BRAND’S OBJECTIVES VARY ACROSS COUNTRIES?
@wearesocialsg • #GlobalSocial • 31 We Are Social
HOW DIFFERENT ARE THE CHALLENGES YOU FACE IN DIFFERENT COUNTRIES?
@wearesocialsg • #GlobalSocial • 32 We Are Social
HOW MUCH DO PEOPLE’S ATTITUDES TOWARDS YOUR BRAND VARY BY COUNTRY?
@wearesocialsg • #GlobalSocial • 33 We Are Social
CAN YOU TELL THE SAME ‘STORY’ IN EACH MARKET, OR WILL YOU NEED TO ADAPT IT?
@wearesocialsg • #GlobalSocial • 34 We Are Social
HOW DO LEGISLATIVE ISSUES IN DIFFERENT MARKETS AFFECT YOUR SOCIAL ACTIVITIES?
@wearesocialsg • #GlobalSocial • 35 We Are Social
HOW MIGHT OTHER LOCAL MARKETING ACTIVITIES IMPACT SOCIAL MEDIA EFFORTS?
@wearesocialsg • #GlobalSocial • 36 We Are Social
TIP #4: DEVELOP A STRATEGY THAT’S FLEXIBLE ENOUGH TO MEET VARYING COUNTRY NEEDS
@wearesocialsg • #GlobalSocial • 37 We Are Social
#5 CELL PHONES
@wearesocialsg • #GlobalSocial • 38 We Are Social
SOCIAL MEDIA IS INCREASINGLY MOBILE, ESPECIALLY IN DEVELOPING ECONOMIES
@wearesocialsg • #GlobalSocial • 39 We Are Social
THIS MOBILITY PRESENTS AN OPPORTUNITY TO REACH PEOPLE ANYWHERE, ANYTIME
@wearesocialsg • #GlobalSocial • 40 We Are Social
HOWEVER, THE MOBILE EXPERIENCE VARIES SIGNIFICANTLY AROUND THE WORLD
@wearesocialsg • #GlobalSocial • 41 We Are Social
4.5 BILLION FEATURE PHONES IN USE GLOBALLY
1.9 BILLION SMARTPHONES
IN USE GLOBALLY
70% 30%
JUN 2014 GLOBAL MOBILE HANDSET SHARE
• Source: Ericsson
@wearesocialsg • #GlobalSocial • 42 We Are Social
BROADBAND DATA CONNECTION
BASIC DATA CONNECTION
36% 64%
JUN 2014 GLOBAL MOBILE CONNECTIVITY
• Source: Ericsson
@wearesocialsg • #GlobalSocial • 43 We Are Social
HOW DO CONNECTION SPEEDS AND SCREEN SIZE IMPACT THE ‘OPTIMUM’ EXPERIENCE?
@wearesocialsg • #GlobalSocial • 44 We Are Social
TIP #5: TAILOR CONTENT FOR MOBILE-CENTRIC ENGAGEMENT AND SHARING
@wearesocialsg • #GlobalSocial • 45 We Are Social
#6 COMMUNITIES
@wearesocialsg • #GlobalSocial • 46 We Are Social
YOUR BUDGETS MAY BE DEFINED BY GEOGRAPHY, BUT SOCIAL MEDIA IS GLOBAL
@wearesocialsg • #GlobalSocial • 47 We Are Social
SOCIAL COMMUNITIES ARE DEFINED BY SHARED BELIEFS, NOT COUNTRY BORDERS
@wearesocialsg • #GlobalSocial • 48 We Are Social
FOCUS ON WHAT UNITES YOUR AUDIENCE, NOT WHAT DIVIDES YOUR BUDGETS
@wearesocialsg • #GlobalSocial • 49 We Are Social
TIP #6: DEFINE YOUR STRATEGY AROUND PEOPLE’S PASSIONS, NOT THEIR PASSPORTS
@wearesocialsg • #GlobalSocial • 50 We Are Social
GET MORE TIPS AND INSIGHT: WEARESOCIAL.SG
Making Friends & Influencing People • 45 We Are Social
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT [email protected].
FIND OUT MORE AT WEARESOCIAL.SG.
wearesocial.sg • @wearesocialsg • 233 We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
+65 6423 1051
HTTP://WEARESOCIAL.SG