Global Social Media For Brands

@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

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.

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%

THE 6CS OF GLOBAL SOCIAL:

1.  CONVERSATION 2.  CULTURE

3. CONTENT 4.  COUNTRY NEEDS

5. CELL PHONES 6.  COMMUNITIES

#1 CONVERSATION

WITHOUT CONVERSATIONS, SOCIAL MEDIA AREN’T SOCIAL

FOR BRANDS, IT’S THESE CONVERSATIONS THAT CAN ADD THE GREATEST VALUE

CONVERSATIONS ALLOW US TO UNDERSTAND PEOPLE AND EXCHANGE MUTUAL VALUE

BUT TO HAVE CONVERSATIONS, WE NEED TO BE ABLE TO UNDERSTAND EACH OTHER

SUCCESSFUL COMMUNICATION ISN’T ABOUT WHAT WE SAY;

IT’S ABOUT WHAT OTHER PEOPLE UNDERSTAND.

WHAT LANGUAGE DOES YOUR AUDIENCE PREFER TO SPEAK?

HOW DO THEY ADAPT THAT LANGUAGE IN THEIR SOCIAL MEDIA CONVERSATIONS?

TIP #1: LISTEN TO THE WAY YOUR AUDIENCE SPEAKS, AND ADAPT TO THEIR STYLE

#2 CULTURE

CULTURE VARIES WIDELY AROUND THE WORLD, EVEN IN NEIGHBOURING COUNTRIES

BRANDS MUST BE PARTICULARLY AWARE OF DIFFERING BELIEFS AND ATTITUDES

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

HOW DOES RELIGION IMPACT YOUR AUDIENCE AND YOUR ROLE IN THEIR LIVES?

DO PEOPLE’S VIEWS OF COLLECTIVISM vs INDIVIDUALISM AFFECT SOCIAL INTERACTION?

TIP #2: BUILD STRATEGIES FOR CULTURES AND COMMUNITIES, NOT FOR PLATFORMS

#3 CONTENT

MOST PEOPLE USE A VARIETY OF SOCIAL MEDIA PLATFORMS IN DIFFERENT SETTINGS

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 !

FACEBOOK

WECHAT

GOOGLE+

TWITTER

TUMBLR

TENCENT WEIBO

HOWEVER, PEOPLE CAN MIGRATE TO NEW PLATFORMS RELATIVELY QUICKLY

BRANDS MUST BE CAREFUL TO AVOID PUTTING ALL THEIR EGGS INTO ONE BASKET

CREATE CONTENT THAT AUDIENCES CAN USE ACROSS DIFFERENT SOCIAL PLATFORMS

TIP #3: BUILD ACTIVITIES AROUND PEOPLE’S INTERESTS, NOT AROUND TECHNOLOGY

#4 COUNTRY NEEDS

HOW MUCH DO YOUR BRAND’S OBJECTIVES VARY ACROSS COUNTRIES?

HOW DIFFERENT ARE THE CHALLENGES YOU FACE IN DIFFERENT COUNTRIES?

HOW MUCH DO PEOPLE’S ATTITUDES TOWARDS YOUR BRAND VARY BY COUNTRY?

CAN YOU TELL THE SAME ‘STORY’ IN EACH MARKET, OR WILL YOU NEED TO ADAPT IT?

HOW DO LEGISLATIVE ISSUES IN DIFFERENT MARKETS AFFECT YOUR SOCIAL ACTIVITIES?

HOW MIGHT OTHER LOCAL MARKETING ACTIVITIES IMPACT SOCIAL MEDIA EFFORTS?

TIP #4: DEVELOP A STRATEGY THAT’S FLEXIBLE ENOUGH TO MEET VARYING COUNTRY NEEDS

#5 CELL PHONES

SOCIAL MEDIA IS INCREASINGLY MOBILE, ESPECIALLY IN DEVELOPING ECONOMIES

THIS MOBILITY PRESENTS AN OPPORTUNITY TO REACH PEOPLE ANYWHERE, ANYTIME

HOWEVER, THE MOBILE EXPERIENCE VARIES SIGNIFICANTLY AROUND THE WORLD

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

BROADBAND DATA CONNECTION

BASIC DATA CONNECTION

36% 64%

JUN 2014 GLOBAL MOBILE CONNECTIVITY

• Source: Ericsson

HOW DO CONNECTION SPEEDS AND SCREEN SIZE IMPACT THE ‘OPTIMUM’ EXPERIENCE?

TIP #5: TAILOR CONTENT FOR MOBILE-CENTRIC ENGAGEMENT AND SHARING

#6 COMMUNITIES

YOUR BUDGETS MAY BE DEFINED BY GEOGRAPHY, BUT SOCIAL MEDIA IS GLOBAL

SOCIAL COMMUNITIES ARE DEFINED BY SHARED BELIEFS, NOT COUNTRY BORDERS

FOCUS ON WHAT UNITES YOUR AUDIENCE, NOT WHAT DIVIDES YOUR BUDGETS

TIP #6: DEFINE YOUR STRATEGY AROUND PEOPLE’S PASSIONS, NOT THEIR PASSPORTS

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 SAYHELLO@WEARESOCIAL.SG.

FIND OUT MORE AT WEARESOCIAL.SG.

wearesocial.sg • @wearesocialsg • 233 We Are Social

WE ARE SOCIAL SINGAPORE

SIMON KEMP, REGIONAL MANAGING PARTNER

@WEARESOCIALSG

SAYHELLO@WEARESOCIAL.SG

+65 6423 1051

HTTP://WEARESOCIAL.SG

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