International Social Networking & Marketing

“ World of Mouth” Building Your Global Audience Through Social Media Tin Cans Unlimited LLC

Word of Mouth

No…
WORLD of Mouth

Expanding your market by reaching an international audience
International ramifications of social media
Globalization vs. localization of social content
Understanding cultural differences in social marketing
Measuring success

6,767,805,208

1,802,330,457

Continent with greatest
Internet Usage?

Asia
Europe
North America
Latin America/Caribbean
Africa
Middle East
Oceana/Australia

Hours spent online
US leads with more than 15 hours per week
UK second at almost 14 hours per week
Canadians rank highest in social networking (55%)
More women than men

Top Countries
China
United States
Japan
India
Germany
Brazil
UK
France

Why Social Media?

It reaches your audience where they are.

Why Global or International Social Media?

It reaches your audience where they are , in their language and with an understanding of their culture .

According to Facebook, there are more than 200 million Facebook users with over 100 million users logging in daily.
If Facebook were a country, the number of users would be the equivalent of the fourth most populated nation in the world, behind China, India, the United States, and Indonesia.
More women use Facebook, regardless of age.
Facebook’s growth is with users over age 26, with the majority of the growth coming from users 35 to 44 years of age.
Facebook is available in more than 15 languages.

Top Countries
United States
Canada
UK
Australia
Turkey
Sweden
Norway
South Africa
France
Hong Kong

More than 65 million users
Members on more than 200 countries on all seven continents
Available in:
English
French
German
Portuguese
Spanish
Italian

Who?
Adults, professionals, sales reps, job seekers, business communities
Why?
Making connections and recommendations; creating communities, gathering leads
How?
Easy and free to set up for basic membership

On Aug. 12, 2009, LinkedIn registered its 45 millionth user. (LinkedIn’s Marketing Project Manager tweeted this news!)
According to comScore, LinkedIn gets over 16 million unique visitors each month.
The average LinkedIn user is 39 and makes $139,000 a year. About 90,000 users are chief executive officers, and nearly half a million others occupy another job in the C-suite.
BMW, American Express advertise on LinkedIn. Microsoft, Target, eBay and L’Oreal pay upwards of $10k per month to search LinkedIn profiles for job candidates.

Twitter has more than 6 million registered users, but the site has more than 14 million regular visitors per month.
eMarketer projects that those numbers will double by the end of this year to 12.1 million users, and grow another 50 percent in 2010 to bring the service to a total audience of roughly 18 million registered users.
The passive Twitter audience – people who don’t actually tweet, hence accounting for the difference between traffic and users – will likely continue to grow, much in the way that blogs have over the past decade.
People who don’t tweet themselves will visit the Twitter profiles of friends, family, or their favorite celebrities -- and access that information in different ways.

Twitter

With more than 100 million users, MySpace is roughly half the size of Facebook.
MySpace is owned by Fox Interactive Media (a sister company of the Fox News Channel)
MySpace makes money via advertising – the service collects user information and uses behavioral targeting to determine which ads are shown to users.
Median reported user age is 26, though site is best-known for its teen-age users and musicians. (Presidential campaigns and political groups ranging from the John Birch Society to the ACLU maintain profiles on the service.)

Available in 22 languages with more than 20 country specific content options

Blogging
The blogosphere is now 70 million weblogs wide
About 120,000 new weblogs are created each day, or...
1.5 million posts per day
1.4 new blogs are created every second
17 posts are made every second

Blogging
The multi-lingual web
Japanese the #1 blogging language at 37%
English second at 33%
Chinese third at 8%
Italian fourth at 3%
Farsi a newcomer in the top 10 at 1%

Blogging
Early blogs were a combination of online diaries or journals, email lists and “threaded” discussion forums.
Evolved from “what’s new” pages on personal sites to commercial blog software such as Blogger, WordPress, Movable Type and LiveJournal.
Blogging took off when tools made it easy to combine personal journals with links to others – permalinks, trackbacks, blogrolls.
Today, blogging is intertwined with news media and social media, as celebrities, news reporters and anchors, columnists and politicians not only blog, but share their blogs via Facebook, Twitter and other social media.

Keys to Blogging Success
Consistency
Establish how often you’ll post and stick to it.
Establish a voice
Create personalilty
Be human
Should not sound as if written by the PR or legal teams
Mix it up
Alternate written blog entries with the occasional video or audio blog
Integration
Blog entries make great Facebook posts, and can be tweeted to your followers

Comment Marketing
Participate!
Regularly read and comment on other’s blogs – add to the conversation
Encourage commenting on your own blog
Run promotions or deals to encourage comments
Invite carefully screened guest bloggers
Offer feedback, and respond to all feedback offered
Do NOT use comments fields to spam or overtly self-promote

Going Mobi
Nearly half of social media users have visited a social media site using a mobi device
67% have visited Facebook
Contrary to popular belief, the #1 mobi device for business users is the Blackberry
Mobi is significantly more popular in Europe – particularly UK, France, Germany, Italy and Spain

Social Marketing Baby Steps
Start local
Walk before you run
Consider international markets carefully
Research marketing culture

Cultural Differences
Colors are critical
Red is a sign of good luck in China – but a sign of danger in other countries
Other considerations
Medical supplies would be targeted to women in Russia, but men in other parts of the world
Consider gender esteem in countries like Japan, Austria and Arab countries: women are not always decision makers
Know which countries respect tradition, and which are a bit more free-wheeling

Cultural Differences
Also consider:
Religious differences
Political differences
Use humor sparingly
Values and attitudes
Education levels

Language
Don’t simply transLATE
TransCREATE

Integration
Regardless of culture, all forms of media must support one another!

But WAIT…there is more!

Measuring Success
Set strategic goals at the outset
What is the call to action on each page of each outlet?
Visit our website?
Call us?
Purely informational/educational?
News provider?
What will you measure?
Site traffic?
Friends/Fans?
Conversion?

Initially, set attainable goals
100 fans in first month
Increased website traffic
Then increase goals
Conversions
Bounce backs

Successful International Social Media
To proceed:
Strong cross-cultural skills
Local pros – feet on the street
Research or partner with a firm who can help you navigate:
Preferred offers
Local communication preferences
Platform differences
Where and how your audience currently uses social media in their country

10 Best Ways to Trash Your Social Media Efforts

Tweet or post every five minutes hot reports like “I am leaving the bathroom now.”
Create a Facebook page, but never update it.
Blur the lines between your personal and professional social networks.

Post every joke, forward every chain email, and especially, respond to every survey asking you which Star Trek character you are. And be sure to ask your customers to do the same.
Post lots of photos of your kids doing embarrassing things.
Do not link up your Facebook page, website, Twitter account, etc. Let each live in a vacuum.

Do not monitor your pages – you certainly do NOT want to open a dialogue with your customers or prospects.
Do not have a strategy – just give it a go and see what happens!
Be completely 100% self-serving. After all, it’s all about you. No need to interact with pesky customers.

And of course, the most important thing you can do to ensure your social networking efforts are a disaster: Don’t ask questions. And for heaven’s sake don’t call us for assistance!

Questions?

www.tincansunlimited.com @tincansllc Facebook
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String Theory
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International Social Networking & Marketing

by Tin Cans Unlimited on May 27, 2010

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International Social Networking & Marketing — Presentation Transcript