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This presentation was given at the Copenhagen Social Media Week in 2014. Kindly find below the key questions covered in it. Feel free to get back to me for any further questions or discussions! Adapting a global brand’s culture and tone of voice to local communities is one of the most challenging aspects of today’s communication on social media. The dramatic rise of users in emerging countries and the community-based engagement on social media are two main evolutions that global brands are facing. But how can a global brand be true to its identity while reaching its local audiences across the globe? What is the role of social media in that regard? How does culture influence the use of social media around the world? How to best unlock the potential of emerging countries? The discussion will be held in the light of Safmarine’s case. As a global brand operating in more than 100 countries (with a focus on Africa, Middle East, the Indian Subcontinent and South America) and setting the standard for a more personal shipping experience, we put a strong focus on our culture. Hence, we have implemented a social media strategy based on passion, pride and relationships. This discussion is relevant to any social marketer facing the same issues and more extensively to any person interested in how globalisation impacts brands and their way to communicate on social media. Get ready to tweet about #content #culture #BRICS #glocal #EmergingCountries #people
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SOCIAL MEDIA WEEK COPENHAGEN 2014
Social media & culture:
when global brands are meeting
with local audiences
@ErikaAntoine
@Safmarine
#smwSafmarine
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”Culture has been defined in a number of ways, but
most simply, as the learned and shared behaviour of
a community of interacting human beings.”
Useem, J., & Useem, R. (1963)
Human Organizations
#smwSafmarine
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Safmarine provides
containerised shipping services
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To and from fast-growing and emerging markets such as Africa,
Middle East, the Indian Subcontinent and South America.
#smwSafmarine
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Over 1500 committed, caring Safmariners in 100+ countries
Our passion and purpose?
• Being the people making the difference in shipping
• Providing the highest level of customer care
#smwSafmarine
Our difference is based on
Our history
From a regional player to
a key global player
Our brand identity
Our behaviour is our brand
#smwSafmarine
Our culture
Our Guiding Principles
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global
brand
100 local variations of the culture #smwSafmarine
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global
brand
Develop social networks
Empower local ambassadors
Localise / customise content
Leverage on online communities
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A new online global order
#smwSafmarine
Massive web adoption
10 Source: comScore Media Metrix Jan 2010 - Dec 2011
Internet users age 15+, online from home or work
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In 2017,
Asia-Pacific, Latin America and
Middle-East Africa will account for
1.9 billion social media users
Emarketer report Worldwide Social Network Users: 2013
Forecast and Comparative Estimates
“I share ‘everything’
or ‘most things’
online”
#smwSafmarine
Culture and level of maturity are different
Socializing is a key part of life
Openness of the culture
Agree to share personal data
Early adoption
300 million users
Fragmented landscape
Desire to join the global
community
Desperate need for local
content
Digital awakening
Europe’ s largest internet
users population
Local platforms preferred
#smwSafmarine
But rules of engagement are the same
• Value advice of opinion leaders, friends and family
• Growth and excitement among young generations
• Concentration of social media platforms
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A global framework with a local flavour
#smwSafmarine
Leveraging on our social potential
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WHO WE ARE? An instrinsic ”social” brand
WHAT TO ACHIEVE? Emotional delivery of the brand
HOW? Using the power of social media
• ’Many to many’ model of communication, WOM
• Storytelling
• Relationships building
#smwSafmarine
Pride, passion and people
• Objectives
– Enhance brand awareness
– Employee pride and
engagement
– Increase customer loyalty
• Highlight the proud and
passionate people that bring
the brand alive
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Approach in 3 waves
Q2-Q4, 2013 Have the basics in
place
Q3-Q4, 2013 Foster local engagement
2014 Build on the foundations
+ z
#smwSafmarine
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One content pipeline
Identification of storylines
Retrieval of storylines
Development of stories
Communication of stories
All channels
#smwSafmarine
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Intranet + staff magazine
Multiple benefits
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Global governance
Paint your own picture…
#smwSafmarine
Learning and ideas
#smwSafmarine
Always support
overarching brand goals
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Make content authentic & user-oriented
Focus on qualitative metrics
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Work as a hub + Empower local actors Get inspired from local stories
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Leveraging storylines
Adopt a test and learn approach
#smwSafmarine
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Together we go places
#smwSafmarine
#smwSafmarine
#smwSafmarine
#smwSafmarine
#smwSafmarine
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#smwSafmarine
”Proud to be part of this great team”
“Great stuff! A true reflection of passion,
creativity and teamwork! Love it!”
“Team spirit reflective of Safmarine positioning”
“Proud to be a Safmariner! Together we go places, serving our
valued customers and colleagues around the world”
#smwSafmarine
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Q & A
#smwSafmarine
Want to give me feedback now? 1. Go to: speakerscore.com/WBX6 2. Answer 4 quick questions 3. Share a comment or picture, if you like
#smwSafmarine
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Thank you!
Resources
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• https://www.marketingsociety.co.uk/the-library/global-brands-and-local-culture
• http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013/
• McKinsey&Company – Winning the 30 trillion decathlon full report: – Can India lead the mobile-Internet revolution?
– Understanding social media in China
• http://www.jana.com/assets/World-Economy-Savers-Infographic-Jana.png
• http://socialmediatoday.com/leaderswest/1894321/future-internet-growth-emerging-markets-infographic
• Goldman Sachs Dreaming with the BRICs: the path to 2050. Global Economics Paper no 99
• http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976
• OECD development centre:the emerging middle class in developing countries http://www.oecd.org/dev/44457738.pdf
• http://blog.hootsuite.com/social-media-in-russia/
• Brazil: The Social Media Capital of the Universe
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