USING SOCIAL MEDIA AND MOBILE TO  REACH NEW AUDIENCES AND RAISEAWARENESS IN INTERNATIONAL MARKETS             © 2012 fivese...
USING SOCIAL MEDIA AND MOBILE TO  REACH NEW AUDIENCES AND RAISEAWARENESS IN INTERNATIONAL MARKETS             Presented By...
JOIN THE CONVERSATION      @fiveseed      © 2012 fiveseed, llc. All rights reserved.
© 2012 fiveseed, llc. All rights reserved.
WHAT DOES IT LOOK LIKE?
WHAT DOES IT LOOK LIKE?
JUST A NEW WAY TO  COMMUNICATE     © 2012 fiveseed, llc. All rights reserved.
INTERNET STATISTICS‣ By 2015: 1.2 billion internet  users‣ Will experience compound  annual growth rates of  between 9% to...
INTERNET PENETRATION BY MARKET                                         * Source: Universal McCann, 2010           © 2012 fi...
INTERNET PENETRATION BY MARKET                                         * Source: Universal McCann, 2010           © 2012 fi...
INTERNET USERS IN THE WORLD                        Asia                       44.8%         Ocean/Au                      ...
CONSUMER BEHAVIOR ONLINE         © 2012 fiveseed, llc. All rights reserved.
HAVE YOU VISITED A BRANDWEBSITE IN THE PAST 6 MONTHS?          © 2012 fiveseed, llc. All rights reserved.
* Source: Language Connect, 2011© 2012 fiveseed, llc. All rights reserved.
BEST PRACTICES‣   Understand preferences‣   Identify local SMEs for content creation‣   Prioritize which content to transl...
GROWTH IN SOCIAL NETWORKING (2008 - 2011)                                       * Source: Universal McCann, 2012          ...
* Source: Universal McCann, 2012© 2012 fiveseed, llc. All rights reserved.
RISK VS ENGAGEMENT
MICROBLOGGING (2009 - 2011)                         * Source: Universal McCann, 2012         © 2012 fiveseed, llc. All righ...
TWITTER...REALLY?!?‣ Older demographic‣ Educated, more affluent‣ 60% non-U.S. users‣ Early adopters, movers/shakers‣ Will d...
© 2012 fiveseed, llc. All rights reserved.
‣ Exceeds 4 billion views per day‣ Every minute 35 hours of new video is uploaded‣ 144.1 million viewers watched 14.6 bill...
VIDEO: DO OR DIE‣ From 30% to 90% by 2013‣ 5.1 min was the average length in 2011‣ The average time of an online video ad ...
VIDEO: DO OR DIE    © 2012 fiveseed, llc. All rights reserved.
LINKEDIN‣ 90 million users across 200 countries‣ Discover communities, partners, and  competitors (Hint: Search by...)‣ Ne...
* Source:Vincenzo Cosenza, www.vincos.it© 2012 fiveseed, llc. All rights reserved.
LINKEDIN...AND??‣ Viadeo: Oriented for European business‣ Ushi.cn: Invite-only business networking platform for China‣ A S...
* Source:Vincenzo Cosenza, www.vincos.it© 2012 fiveseed, llc. All rights reserved.
* Source:Vincenzo Cosenza, www.vincos.it© 2012 fiveseed, llc. All rights reserved.
‣ 805+ million users‣ Accounts for 1 out of every 5    pageviews on the Web‣   Facebook is now the world’s    largest phot...
THE MOBILE REVOLUTION‣   Critical mass: 5.3 billion mobile subscribers    (77%)‣   Growth is led by China and India‣   By ...
THE MOBILE REVOLUTION       © 2012 fiveseed, llc. All rights reserved.
THE MOBILE REVOLUTION         * Source: comScore 2011       © 2012 fiveseed, llc. All rights reserved.
WHAT’S NEXT?   © 2012 fiveseed, llc. All rights reserved.
WHAT’S NEXT?   © 2012 fiveseed, llc. All rights reserved.
WHAT’S NEXT?   © 2012 fiveseed, llc. All rights reserved.
WHAT’S NEXT?‣   Money transfer‣   Geo-location-based offers‣   Augmented reality‣   Near Field Communication              ...
SNAPSHOT BY MARKET‣ U.S.    • Still the dominate player     • With more than 150 million users in the U.S., Facebook      ...
SNAPSHOT BY MARKET‣ Brazil    • Constant activity in the social networking    • Orkut still reigns supreme (100 million us...
SNAPSHOT BY MARKET‣ China   • Early adopters, 90% video mostly local platforms   • Golden Shield Project enforced by the C...
SNAPSHOT BY MARKET‣ Japan   • Twitter is rapidly gaining popularity (2nd most used language), but local        sites like ...
SNAPSHOT BY MARKET‣ Russia   • Fourth in total social media saturation, most engaged audience   • Dominated by local netwo...
SNAPSHOT BY MARKET‣ Spain   • 2010 marks the first year in which Facebook users outnumbered        members of Tuenti, a pop...
SNAPSHOT BY MARKET‣ Germany   • Cautious adopters, steady growth predicted   • Mobile Web ads get the best results   • Fac...
For customized market research and internationalmarketing strategy, please contact: rosie@fiveseed.com                   © ...
THANK YOU!For customized market research and internationalmarketing strategy, please contact: rosie@fiveseed.com           ...
BRAZIL• Constant activity on social networking sites, 69%• Orkut still reigns supreme...for the moment; Facebook for  high...
BRAZIL• Mobile internet is still relatively new; only 11 million  Brazilian mobile phone owners use mobile internet (17%)•...
RUSSIA•   Fourth in total social media saturation, most engaged audience•   Dominated by local networks, including VKontak...
INDIA•   Online consumption has clear lines: urban vs rural, young vs old, rich vs    poor•   Mobile is the exception; wir...
INDIA•   Facebook has gained supremacy, with 20 million users to Orkuts 19•   Expected to increase as more social media us...
CHINA•   Early adopters; 457 million Internet users and boasts the highest    percentage of online users interacting with ...
CHINA•   90% availability of broadband•   Internet penetration increased at 41% annual growth between 2007 and    2009; 38...
CHINA•   Twitter is banned; Sina Weibo (a twitter clone)•   Primarily ruled by local online sites; Tencent (IM provider) a...
CHINA                * Source: iResearch© 2012 fiveseed, llc. All rights reserved.
CHINA•   RenRen reins as top social network•   LinkedIn’s presence in China is relatively weak (there is no Chinese    lan...
CHINA•   Alibaba offers gigantic trade platforms; recent trouble with fraud charges•   ORIENTED claims to be the largest n...
* Source: Web2Asia.com© 2012 fiveseed, llc. All rights reserved.
Social Media for International Business
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Social Media for International Business

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How to use social media and mobile marketing to reach new audiences and raise awareness in international markets.
In the ever-evolving world of digital marketing, having a strong strategic social media presence for each of your target markets is absolutely essential. And while social media offers unparalleled opportunities to promote your business globally, to be effective, it requires a sustained investment of both time and dollars.
In this data-rich session, we’ll explore the complex online global landscape and show you how to use social media and mobile marketing to drive traffic to your website, boost your company’s reputation, generate leads, and gain market insight.
You will learn practical techniques for prioritizing your company’s social media investment, and how to integrate social media into your existing marketing strategy.

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  • 700 billion YouTube videos were watched, a record 700,000 new members joined Facebook every day and Twitter grew by 100 million new accounts\n
  • 700 billion YouTube videos were watched, a record 700,000 new members joined Facebook every day and Twitter grew by 100 million new accounts\n
  • 700 billion YouTube videos were watched, a record 700,000 new members joined Facebook every day and Twitter grew by 100 million new accounts\n
  • 700 billion YouTube videos were watched, a record 700,000 new members joined Facebook every day and Twitter grew by 100 million new accounts\n
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  • Social Media for International Business

    1. 1. USING SOCIAL MEDIA AND MOBILE TO REACH NEW AUDIENCES AND RAISEAWARENESS IN INTERNATIONAL MARKETS © 2012 fiveseed, llc. All rights reserved.
    2. 2. USING SOCIAL MEDIA AND MOBILE TO REACH NEW AUDIENCES AND RAISEAWARENESS IN INTERNATIONAL MARKETS Presented By: Rosie Branstetter Principal © 2012 fiveseed, llc. All rights reserved.
    3. 3. JOIN THE CONVERSATION @fiveseed © 2012 fiveseed, llc. All rights reserved.
    4. 4. © 2012 fiveseed, llc. All rights reserved.
    5. 5. WHAT DOES IT LOOK LIKE?
    6. 6. WHAT DOES IT LOOK LIKE?
    7. 7. JUST A NEW WAY TO COMMUNICATE © 2012 fiveseed, llc. All rights reserved.
    8. 8. INTERNET STATISTICS‣ By 2015: 1.2 billion internet users‣ Will experience compound annual growth rates of between 9% to 20% between 2009 and 2015‣ 60% of BRIC internet users are under the age of 35 * Source: Internet World Stats, June 2010; Universal McCann, 2010 © 2012 fiveseed, llc. All rights reserved.
    9. 9. INTERNET PENETRATION BY MARKET * Source: Universal McCann, 2010 © 2012 fiveseed, llc. All rights reserved.
    10. 10. INTERNET PENETRATION BY MARKET * Source: Universal McCann, 2010 © 2012 fiveseed, llc. All rights reserved.
    11. 11. INTERNET USERS IN THE WORLD Asia 44.8% Ocean/Au Europe 1.1% 22.1% Middle East 3.4% Africa 6.2% Lat Am/Carr N. America 10.4% 12.0% * Source: Internet World Stats, 2011 © 2012 fiveseed, llc. All rights reserved.
    12. 12. CONSUMER BEHAVIOR ONLINE © 2012 fiveseed, llc. All rights reserved.
    13. 13. HAVE YOU VISITED A BRANDWEBSITE IN THE PAST 6 MONTHS? © 2012 fiveseed, llc. All rights reserved.
    14. 14. * Source: Language Connect, 2011© 2012 fiveseed, llc. All rights reserved.
    15. 15. BEST PRACTICES‣ Understand preferences‣ Identify local SMEs for content creation‣ Prioritize which content to translate‣ Decide what to do with everything else‣ Don’t forget to engage with your readers via comments‣ Avg return of $25 for every $1 spent on localization‣ “Gisting”‣ Machine vs. Human * Source: Kathleen Bostick, Lionbridge Technologies, @KathleenBostick © 2012 fiveseed, llc. All rights reserved.
    16. 16. GROWTH IN SOCIAL NETWORKING (2008 - 2011) * Source: Universal McCann, 2012 © 2012 fiveseed, llc. All rights reserved.
    17. 17. * Source: Universal McCann, 2012© 2012 fiveseed, llc. All rights reserved.
    18. 18. RISK VS ENGAGEMENT
    19. 19. MICROBLOGGING (2009 - 2011) * Source: Universal McCann, 2012 © 2012 fiveseed, llc. All rights reserved.
    20. 20. TWITTER...REALLY?!?‣ Older demographic‣ Educated, more affluent‣ 60% non-U.S. users‣ Early adopters, movers/shakers‣ Will double by 2014‣ Grew 32% in 2011‣ Immediate and trackable! © 2012 fiveseed, llc. All rights reserved.
    21. 21. © 2012 fiveseed, llc. All rights reserved.
    22. 22. ‣ Exceeds 4 billion views per day‣ Every minute 35 hours of new video is uploaded‣ 144.1 million viewers watched 14.6 billion videos on YouTube.com (101.2 videos per viewer) in May 2010‣ Only 30% of YouTube traffic comes from within the U.S. ...AND?‣ Dailymotion: A European youtube rival‣ Chinese versions: Tudou.com,Youku.com (200 million visits)‣ Japanese versions: Watchme.tv, peevee.tv, cliplife.jp‣ South Korea: Pandora.tv © 2012 fiveseed, llc. All rights reserved.
    23. 23. VIDEO: DO OR DIE‣ From 30% to 90% by 2013‣ 5.1 min was the average length in 2011‣ The average time of an online video ad is 24 seconds‣ 66% of the world’s mobile data traffic will be video by 2014‣ When a video is present, consumers spend 9% more time viewing the page‣ Online retail shoppers who watch video spend 2 minutes longer on the page‣ Optimize for SEO © 2012 fiveseed, llc. All rights reserved.
    24. 24. VIDEO: DO OR DIE © 2012 fiveseed, llc. All rights reserved.
    25. 25. LINKEDIN‣ 90 million users across 200 countries‣ Discover communities, partners, and competitors (Hint: Search by...)‣ Network with peers‣ Establish credibility‣ Carve out your niche © 2012 fiveseed, llc. All rights reserved.
    26. 26. * Source:Vincenzo Cosenza, www.vincos.it© 2012 fiveseed, llc. All rights reserved.
    27. 27. LINKEDIN...AND??‣ Viadeo: Oriented for European business‣ Ushi.cn: Invite-only business networking platform for China‣ A Small World: Invite-only networking site that links members with other members, discussions, and events‣ Internations: Connect with expats living around the world‣ Xing: Stronger presence in Europe‣ MeetingWave: Search for international events near you‣ Orkut: Popular in Brazil and India, target posts by groups © 2012 fiveseed, llc. All rights reserved.
    28. 28. * Source:Vincenzo Cosenza, www.vincos.it© 2012 fiveseed, llc. All rights reserved.
    29. 29. * Source:Vincenzo Cosenza, www.vincos.it© 2012 fiveseed, llc. All rights reserved.
    30. 30. ‣ 805+ million users‣ Accounts for 1 out of every 5 pageviews on the Web‣ Facebook is now the world’s largest photosharing site‣ Trending behavior...search engine‣ Open Graph... everything is “likeable”‣ Average user has 130 friends and 60 connections to interests * Source: Cision/GSPM Media Survey 2010, comScore © 2011 fiveseed, llc. All rights reserved.
    31. 31. THE MOBILE REVOLUTION‣ Critical mass: 5.3 billion mobile subscribers (77%)‣ Growth is led by China and India‣ By 2014, there will be more than 200 million mobile subscribers in both Brazil and Russia, 853 million in India, and 1.3 billion (yes billion) in China‣ Mobile-only: Egypt is 70%, India 59%, US 25%‣ Mobile penetration in the developing world now is 68% * Source: MobiThinking; Facebook, January 2011 © 2012 fiveseed, llc. All rights reserved.
    32. 32. THE MOBILE REVOLUTION © 2012 fiveseed, llc. All rights reserved.
    33. 33. THE MOBILE REVOLUTION * Source: comScore 2011 © 2012 fiveseed, llc. All rights reserved.
    34. 34. WHAT’S NEXT? © 2012 fiveseed, llc. All rights reserved.
    35. 35. WHAT’S NEXT? © 2012 fiveseed, llc. All rights reserved.
    36. 36. WHAT’S NEXT? © 2012 fiveseed, llc. All rights reserved.
    37. 37. WHAT’S NEXT?‣ Money transfer‣ Geo-location-based offers‣ Augmented reality‣ Near Field Communication © 2012 fiveseed, llc. All rights reserved.
    38. 38. SNAPSHOT BY MARKET‣ U.S. • Still the dominate player • With more than 150 million users in the U.S., Facebook has achieved market saturation of over 50% of all Internet users • 70% of U.S. Facebook users login at least once a day • YouTube, MySpace, and Twitter round out the top four • More than 75% of U.S. residents have access to the Internet * Source: Search Engine Watch © 2012 fiveseed, llc. All rights reserved.
    39. 39. SNAPSHOT BY MARKET‣ Brazil • Constant activity in the social networking • Orkut still reigns supreme (100 million users worldwide) • Twitter is popular, with 20% reporting activity on the site‣ Mexico • IM apps remain the most commonly used • Twitter and Facebook are gaining in popularity • Internet access is limited to just over 25%, largely untapped market * Source: Search Engine Watch © 2012 fiveseed, llc. All rights reserved.
    40. 40. SNAPSHOT BY MARKET‣ China • Early adopters, 90% video mostly local platforms • Golden Shield Project enforced by the Chinese government, national firewall serves as a barrier to sites like Facebook and Twitter • 45% of Internet users participate in some way in the social media scene, with Internet forums and blogs being a popular choice‣ India • Facebook has gained supremacy, with 20 million users to Orkuts 19 • Expected to increase as more social media users gravitate to Facebook • 78% spend time managing profiles and 77% upload photos * Source: Search Engine Watch © 2012 fiveseed, llc. All rights reserved.
    41. 41. SNAPSHOT BY MARKET‣ Japan • Twitter is rapidly gaining popularity (2nd most used language), but local sites like Mixi and Gree still maintain dominance Mobage-Town is also popular due to easy portability and free games • Japanese much more advanced in mobile behavior, 55.4% using apps, compared to 36.4% in the US and 28.8% in Europe‣ Korea • Love busy, animation-rich sites • Most popular site is Cyworld with over 20 million users • Local networking sites dominate • Only 6% mobile, highest percentage of video sharing Engine Watch * Source: Search © 2012 fiveseed, llc. All rights reserved.
    42. 42. SNAPSHOT BY MARKET‣ Russia • Fourth in total social media saturation, most engaged audience • Dominated by local networks, including VKontakte and Odnoklassnik (reaching more than 100 million users combined) • Many Russian firms utilize VKontakte for recruiting, making it a popular choice among college students and recent graduates‣ United Kingdom • Facebook is the predominant site, with YouTube and Twitter running a close second and third • The U.K. is second only to the US in the number of Facebook users * Source: Search Engine Watch © 2012 fiveseed, llc. All rights reserved.
    43. 43. SNAPSHOT BY MARKET‣ Spain • 2010 marks the first year in which Facebook users outnumbered members of Tuenti, a popular Spanish-language social site • Twitter is slowly gaining an audience, but is still mainly used for business purposes rather than personal micro-blogging applications‣ France • Skyrock has long dominated the French, Belgian, and Swiss social media marketplace. • In 2010 Alexa statistics indicated that Facebook has achieved top-place ranking among French media sites * Source: Search Engine Watch © 2012 fiveseed, llc. All rights reserved.
    44. 44. SNAPSHOT BY MARKET‣ Germany • Cautious adopters, steady growth predicted • Mobile Web ads get the best results • Facebook has faced some serious challenges in breaking into the German market, including governmental legal proceedings aimed at Facebooks privacy policies and use of collected personal data‣ The Netherlands • Language barriers have created issues for Facebook, where Dutch- language social networking site Hyves takes first place (more than 10 million registered users) • Twitter is gaining ground * Source: Search Engine Watch © 2012 fiveseed, llc. All rights reserved.
    45. 45. For customized market research and internationalmarketing strategy, please contact: rosie@fiveseed.com © 2012 fiveseed, llc. All rights reserved.
    46. 46. THANK YOU!For customized market research and internationalmarketing strategy, please contact: rosie@fiveseed.com © 2012 fiveseed, llc. All rights reserved.
    47. 47. BRAZIL• Constant activity on social networking sites, 69%• Orkut still reigns supreme...for the moment; Facebook for higher income brackets• Twitter is popular, with 20% reporting activity on the site• In 2010, there were more mobile broadband connections in Brazil than wired the broadband ones• Purchasing power still does not allow more than 15% of subscribers to have post-paid plans• Only 1/3 of PC owners have internet connection * Source: Search Engine Watch; The Boston Consulting Group © 2012 fiveseed, llc. All rights reserved.
    48. 48. BRAZIL• Mobile internet is still relatively new; only 11 million Brazilian mobile phone owners use mobile internet (17%)• Currently spend 0.9 hours per day online; projected to jump to 2.1 hours by 2015• E-commerce is an emerging trend (17%)• Instant messaging is common• Top visited internet sites (Local): UOL, Globo, Terra, iG, MercadoLivre * Source: The Boston Consulting Group © 2012 fiveseed, llc. All rights reserved.
    49. 49. RUSSIA• Fourth in total social media saturation, most engaged audience• Dominated by local networks, including VKontakte and Odnoklassnik (reaching more than 100 million users combined)• Many Russian firms utilize VKontakte for recruiting, making it a popular choice among college students and recent graduates• Average 1.7 hours online per day; projected to increase to 2.4 by 2015• Emerging trend: 21% shop online• Facebook rapidly gaining market share; ranks in the top 20• Abundance of free content means few are willing to pay for content• More disposable income on average * Source: Search Engine Watch; The Boston Consulting Group © 2012 fiveseed, llc. All rights reserved.
    50. 50. INDIA• Online consumption has clear lines: urban vs rural, young vs old, rich vs poor• Mobile is the exception; wireless broadband expected to grow quickly• Phone calls only• Internet penetration expected to reach 19% by 2015• 81 million internet users; will triple to 237 million by 2015• Internet cafes are the access point• Average 0.5 hours online per day; projected to increase to 0.7 by 2015 * Source: Search Engine Watch; The Boston Consulting Group © 2012 fiveseed, llc. All rights reserved.
    51. 51. INDIA• Facebook has gained supremacy, with 20 million users to Orkuts 19• Expected to increase as more social media users gravitate to Facebook• 78% spend time managing profiles and 77% upload photos• Orkut: Target posts by groups * Source: Search Engine Watch; The Boston Consulting Group © 2012 fiveseed, llc. All rights reserved.
    52. 52. CHINA• Early adopters; 457 million Internet users and boasts the highest percentage of online users interacting with social media• Golden Shield Project enforced by the Chinese government means websites that are not approved by the Chinese government are blocked in the country, and can only be accessible through gateways like proxies• 45% of Internet users participate in some way in the social media scene, with Internet forums and blogs being a popular choice• Prefer instant messaging over email; QQ is the top messaging platform; Tencent (IM provider)• High consumption of entertainment, gaming, and news online * Source: Search Engine Watch © 2012 fiveseed, llc. All rights reserved.
    53. 53. CHINA• 90% availability of broadband• Internet penetration increased at 41% annual growth between 2007 and 2009; 384 million represents only 28% of overall population• Access internet through mobile and PCs; internet cafes• By 2015, internet penetration will increase to 650 million users (50%)• 59% own mobile phones• Average 2.7 hours online per day• Magazines are more effective than TV at reaching younger, more educated, and more affluent Chinese• 90% video mostly local platforms (Tudou.com, 56.com, pomoho.com) * Source: The Boston Consulting Group © 2012 fiveseed, llc. All rights reserved.
    54. 54. CHINA• Twitter is banned; Sina Weibo (a twitter clone)• Primarily ruled by local online sites; Tencent (IM provider) and Alibaba (50 million users from more than 240 countries)• #1 Search Engine: Baidu with 76% market share; censored• Panguso: a new search engine launched in 2011 by state-owned Xinhua News Agency and China Mobile; censored• Jan 2006, Google launched its China-based google.cn search page with results subject to censorship by the Chinese government.• Google’s relationship with the Chinese government has been volatile. Currently Google and related products are banned in China. * Source: The Boston Consulting Group © 2012 fiveseed, llc. All rights reserved.
    55. 55. CHINA * Source: iResearch© 2012 fiveseed, llc. All rights reserved.
    56. 56. CHINA• RenRen reins as top social network• LinkedIn’s presence in China is relatively weak (there is no Chinese language version); sometimes blocked• Hengzi, Wealink, 5gme are local professional networks; Chinese only• Tianji (“worldly connections”) is China’s leading social networking service dedicated to business networking for professionals; English version available; recently merged with Viadeo, a social network for professionals in France• Ushi (“outstanding professional”) is an invite-only business networking platform; English version available• Findkoo.com an exclusive online business network for professionals doing business related to China; invitation only * Source: Alexa; LinkedIn; Google Trends; SocialBeat; Techcrunch; China Internet Watch © 2012 fiveseed, llc. All rights reserved.
    57. 57. CHINA• Alibaba offers gigantic trade platforms; recent trouble with fraud charges• ORIENTED claims to be the largest network in the world of international professionals interested in Asian business and partnerships; provides offline networking events worldwide• 51 a Chinese job board (also in English)• Douban attracts art students and those passionate about books, cinema, culture, and music• Kaixin001 more mature audience of young professionals; white collar workers in Beijing; Guangzhou, Guangdong; Shanghai; and second-tier cities• QZone attracts teens through age 25; second- and third-tier cities * Source: Alexa; LinkedIn; Google Trends; SocialBeat; Techcrunch; China Internet Watch © 2012 fiveseed, llc. All rights reserved.
    58. 58. * Source: Web2Asia.com© 2012 fiveseed, llc. All rights reserved.

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