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Dell Global Learnings

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This is the presentation that @JacquiatDell gave at Dell's Executive Social Marketing Boot Camp: http://bitly.com/a77RY.

This is the presentation that @JacquiatDell gave at Dell's Executive Social Marketing Boot Camp: http://bitly.com/a77RY.

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  • 1. GLOBAL LEARNINGS Jacqui Zhou April 2009
  • 2. AGENDA  Social media is exploding globally  There are different approaches to prioritize your global projects – Approach by language – Approach by platform  Lessons learned by platform  Key Takeaways
  • 3. Social media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development. If you are online, you are using social media. ----Universal McCann Social MediaTracker 2008 Social media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development. If you are online, you are using social media. ----Universal McCann Social MediaTracker Mar 2008
  • 4. SOCIAL MEDIA IS EXPLODING GLOBALLY Participation Rate •Among active Internet users between age 16-54 Source: Universal McCann Social MediaTracker Mar 2008
  • 5. A GLOBAL VIEW Mar 2008
  • 6. INTERNET USERS DISTRIBUTION Rest of World 61% 68% China US 10% 17% 29% 15% 2002 2008 Source: CNNIC Jul 2008
  • 7. AGENDA  Social media is exploding globally  There are different approaches to prioritize your approach – Approach by language – Approach by platform
  • 8. WHERE DO I FOCUS?
  • 9. INTERNET KNOWS NO BORDERS, EXCEPT FOR LANGUAGES Norweigen Danish 0.5% Swedish 0.3% 1% Dutch Rest of world 2% 8% Russian 2% Italian 3% English Korean 30% 3% Hindi 3% Arabic 4% Portuguese 4% German 5% French Chinese 5% 15% Japanese 7% Spanish 9% Source: www.internetworldstats.com Internet Usage by Language
  • 10. DELL’S APPROACH Tier 1: Languages China UK, Tier 2: Countries Scotland US Canada Chinese Germany German English India France Russia Global French Russian Canada Countries in Africa Japanese Spanish Portuguese Spain Japan Americas Portugual Brazil
  • 11. KEY PRIORITIZATION FACTORS Languages Countries – Business priorities – Differences – Culture – Internet penetration – Customer needs – Population reach – Preferred social media – Social media usage tools – Growth potential – # of users – Cost – Strategic importance – Sufficient local activities
  • 12. WHICH PLATFORM DO I PICK? Forum/ Message People use social Boards Photo Blogging Sharing media differently Key around the world. Micro Social Video Sharing Blogging Research user habits Platforms and pick the right Social RSS Networking platform. Widgets
  • 13. CHINA V. US - POPULAR SOCIAL PLATFORMS SNS SN MB Micro S Blog blogging Blog China Instant Video Messaging U.S. IM Forums Forums Video
  • 14. JAPAN --Anonymous blogging Internet Users is popular Read Blogs 84% --Japanese is the 2nd Social Network sites 42% most used language on Twitter Photo &Video sharing 21% -- 75% of Japanese owns a mobile phone Social Media Usage Source: Universal McCann Social MediaTracker Mar 2008
  • 15. A combination of an urban lifestyle and infrastructure creates a mobile lifestyle that keeps millions reaching to connect via cell phone vs. PC.
  • 16. AGENDA  Social media is exploding globally  There are different approaches to prioritize your global projects – Approach by language – Approach by platform  Lessons learned by platform
  • 17. GLOBAL SOCIAL PLATFORM USAGE Watch video clips Join a social Read blogs online network site 73% 83% 57% (346 m) (394 m) (272 m) + 11% YOY + 20% YOY + 21% YOY Source: Universal McCann Social MediaTracker Mar 2008
  • 18. VIDEO  Watching video clips online continues to grow massively globally and penetration is huge in all markets – 83% (394 m) worldwide – Very high frequency medium (71% weekly)  Uploading video clips  39% (183 m) worldwide  Huge variation in involvement  Japan shuns video and photo sharing while Latin America and other Asian countries lead
  • 19. VIDEO SITES MARKET SHARE IN CHINA Tudou 56.com Youku Top 10 video sites in China are all local sites. YouTube has less than 0.5% market share. Source: Baidu Video Search Report May 2007
  • 20. TUDOU KNOWS CHINA BETTER!  Local video websites have more Chinese language content  Tudou.com is streaming more minutes of video content every month than YouTube (15 billion minutes per month vs.3.5 billion)!  YouTube often gets blocked by Chinese government for political reasons. Market Content Access Share
  • 21. BLOG  Blogs are a mainstream online activity worldwide – 73% (346 m) have read a blog – 39% (184 m) have started their own blog  People prefer to communicate in the language of their choice and read content that is relevant and tailored  Direct2Dell in multiple languages – Chinese – Spanish – Japanese – Norwegian
  • 22. DIRECT2DELL CHINESE BLOG Launched in Mar 2007 as the first It’s more than translation Chinese corporate blog --Global content:100% customize in computer -- Local content: 50% industry -- Local content get more views and comments Share knowledge with customers Face negative questions Interact with customers Lead industry hot topics Utilize multiple formats
  • 23. SOCIAL NETWORK SITES  Global penetration has increased significantly – Global penetration: 57% – Estimated 272 m users  Emerging markets with high emigration lead the way – Philippines 83%, Hungary 80%, Poland 77%, Mexico 76% – Brazil has the most active users – 56% update profiles every day  Fragmented market suggests a truly global platform is almost impossible
  • 24. WORLD MAP OF POPULAR SNS
  • 25. FACEBOOK VS. OTHERS  Asian customers prefer different social networks 200 mln 20 mln 14 mln 300 mln  Orkut is No 1 in Brazil and India
  • 26. FORUM  Forum is most valuable IWOM media in china – +1 million online forums –+10 million posts created per day –+50 million active users
  • 27. AGENDA  Social media is exploding globally  There are different approaches to prioritize your global projects – Approach by language – Approach by platform  Lessons learned by platform  Key Takeaways
  • 28. KEY TAKEAWAYS  Social media is growing rapidly in all markets.  People use social media differently around the world. Research user habits and pick the right platform.  Different markets have specific brand preferences. No single brand covers all.
  • 29. CONTACT Jacqui Zhou, Dell Social Media Globalization Manager – Email: Jacqui_Zhou@dell.com – Twitter: http://www.twitter.com/JacquiAtDell – LinkedIn: Jacqui Zhou
  • 30. BACKUP
  • 31. CHINESE SOCIAL MEDIA USE SURPASSES US  92% of the 243 million broadband consumers in China (224 million) ages 13+ contribute to social media. This is compared with only 76% of the American broadband population.  China has a sizable proportion of social media contributors who participate in many Web 2.0 activities, including blogs, micro- blogs, social media, video and photo sharing  43% of Chinese broadband users (105 million) contribute to forums and discussion boards.  Young professionals ages 25-29 are the most active users of social media in China. They use more online modes of communication more often than any other age group.  37 percent of bloggers, or 29 million bloggers, post to blogs on a daily basis.  41 million Chinese are heavy social media contributors (6+ activities) who connect with 84 people on a ‘one-to-many’ basis in a typical week. 32
  • 32. INTERNET WORD OF MOUTH In China, Internet word of mouth transfers via online community platforms such as BBS (online message boards), blogs ,video sites and IM. Instant Messenger
  • 33. EUROPE Only 6% of mobile users watch TV on mobile phone Collectors Collectors: Enjoy cataloguing and organizing 9% Web content. Creators: Create content with social Creators 10% Dutch most creative, German least technologies. Joiners: Participate in social networks. Joiners 13% UK likes networking France doesn’t Critics: Post on other people’s blogs Critics 19% or write product reviews. Spectators – View and read Spectators 40% social media content. Inactives – Don’t engage Northern Europeans with social technologies Inactives 53% more active than Southern in any way. Social Media Usage in Europe Source: Forrester Research European Social Technographics Revealed
  • 34. SEARCH ENGINE Google is NOT Number One everywhere.
  • 35. TRENDS TO WATCH  Asia • >40% of the online world will be in Asia in two years  Mobile  48% of people will regularly access mobile Internet by 2013  Internet usage on PC will drop from 95% to 50% in 5 years  Personal & social  Advertising and marketing become increasingly personal with tailored content for social networkers  Listening • Customer care and PR are blending as consumers use social media to demand service  Corporate all-stars • Workers flock to social media to build their personal brands, yet offer employers an effective and credible way to market in the downturn
  • 36. WORLD MAP OF POPULAR SNS Global Learnings Jacqui Zhou, Dell