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A project by students from Singapore Management University for Lufthansa under the course Business Consulting.

A project by students from Singapore Management University for Lufthansa under the course Business Consulting.

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    Business consulting   lufthansa - final presentation Business consulting lufthansa - final presentation Presentation Transcript

    • Lufthansa: A Social Media Strategy in South-East Asia Alexander Neff Christian Küpper Constantin Reutersberg David Bartling Jason Liew Sebastian Schmidt 11.11.2010 11.11.2010 -1-
    • Project Overview GLOBE Landscape Platform Target Group Best Practice Conclusion Project Supervisor  Singapore Management University  MGMT232 – Business Consulting  Prof. Dr. Dr. h.c. Klaus Spremann  Roman Frick Project Client  Lufthansa Airlines (South-East Asia)  Nicole Mies General Manager Marketing & Customer Loyalty Asia Pacific  Jochen Österreicher Manager HR Development Asia Pacific Project Timeline  6 September – 11 November 2010  Preliminary Results: 30 September 2010  Final Results: 11 November 2010 11.11.2010 -2-
    • Team members GLOBE Landscape Platform Target Group Best Practice Conclusion Project Team  David Bartling  Exchange Student, University of Maastricht  d-.bartling@student.maastrichtuniversity.nl  Christian Küpper  Exchange Student, University of St. Gallen  christian.kuepper@student.unisg.ch  Jason Liew  Student, Singapore Management University  jasonl.2006@business.smu.edu.sg  Alexander Neff  Exchange Student, University of Mannheim  aneff.mail@uni-mannheim.de  Constantin Reutersberg  Exchange Student, University of St. Gallen  constantin.reutersberg@student.unisg.ch  Sebastian Schmidt  Exchange Student, University of St. Gallen  sebastian.schmidt@student.unisg.ch 11.11.2010 -3-
    • Executive Summary GLOBE Landscape Platform Target Group Best Practice Conclusion The project client Lufthansa Airlines has implemented a A carefully defined target group and platform selection global social media strategy. In order to access the process allow to introduce an overall strategic concept possibilities of targeting local customers more efficiently, to the regional subsidiary, Lufthansa Airlines (SEA). The this project investigated for the regional subsidiary, most suitable target group, which should be addressed Lufthansa Airlines South East Asia, if a different social by Lufthansa, can be found in the age group of 20 to 35 media strategy should be implemented with a more years or may be categorized as students and young regional focus. professionals. According to the findings, a different cultural and online Regarding the platform selection, the most suitable user behavior setting leads to the suggestion that a approach is a complementary platform strategy using regional social media strategy should be adopted. These Facebook as mash-up platform integrating Twitter and results are based on a detailed landscape analysis as YouTube. The final best practices analysis gives more well as on a cultural study (GLOBE study). Findings insight about how other Western companies have suggest a significant difference in the social media diversified their global social media strategies in South- behavior of South-East Asians; this especially holds when East Asia and offers valuable insights for Lufthansa for is comes to sharing of personal insights, openness their corporate final Social Media strategy. towards online advertisement, and a stronger focus on entertainment. 11.11.2010 -4-
    • A regional mash-up strategy GLOBE Landscape Platform Target Group Best Practice Conclusion Key Findings GLOBE / Social Media Landscape Platform selection  Regional Strategy is to be preferred over  Take advantage of strengths of different Global Strategy platforms  Different Social Media Behavior  Complementary platform strategy  Tendency to share personal insights Target Group  Entertainment focused  Age: 20 to 35, young and professionals Best Practice  Language differences  Rest of hospitality industry slow at targeting Asia 11.11.2010 -5-
    • Social Media for Lufthansa in SEA GLOBE Landscape Platform Target Group Best Practice Conclusion How should Lufthansa implement a Social Media concept for South-East Asia that is relevant for the local consumers? 11.11.2010 -6-
    • Research Tree GLOBE Landscape Platform Target Group Best Practice Conclusion Lufthansa Social Media Objective GLOBE / Target Best SM Landscape Platforms Group Practice Differences to DE Reach Who Learning Differences in SEA Potential Positioning Grouping Cultural Factors Interaction Relevancy Benchmarking Global versus Regional versus Local Social Media Strategy 11.11.2010 -7-
    • Subquestions Project Tree GLOBE Landscape Platform Target Group Best Practice Conclusion GLOBE /  Are cultural difference embedded in social media behavior? SM Landscape  Can different online user behavior be categorized?  How do we reach them? Platforms  Which channels are most useful to stay in touch with them? Target  What are the relevant people we want to talk to? Group  How can they be identified and grouped effectively? Best  Are there any best practices which can be used? Practice 11.11.2010 -8-
    • Agenda GLOBE Landscape Platform Target Group Best Practice Conclusion (1) Extended GLOBE Framework (2) Social Media Landscape Analysis (3) Platform Selection (4) Target Group Selection (5) Best Practice Analysis (6) Conclusion 11.11.2010 -9-
    • Extended GLOBE Framework 11.11.2010 - 10 -
    • Culture makes a difference GLOBE Landscape Platform Target Group Best Practice Conclusion Extended GLOBE Framework Analysis Strategic approach  Recap  GLOBE  New definition of relevant  Extension by Focus Group dimensions  Identify cultural differences in social media behavior  Derive Implications/Trends for a Social Media Strategy 11.11.2010 - 11 -
    • There are cultural differences GLOBE Landscape Platform Target Group Best Practice Conclusion  Compare South-East Asia & Germany according to Cultural Dimensions  Differences in Social Media Behavior  Global Approach is not sufficient Future Orientation Major Cultural Differences (South-East Asia vs. Germany): Uncertainty avoidance Assertiveness  Human Orientation  In-Group Collectivism Human Orientation In-Group Collectivism  Institutional Collectivism Institutional Collectivism Germany Southeast Asia (in. SG) 11.11.2010 - 12 -
    • Finding the link to social media GLOBE Landscape Platform Target Group Best Practice Conclusion Step 1 Step 2 What do those three dimensions mean in  Introducing a focus group that relation to social media? asks about those three dimensions Human Orientation: The degree to which individuals value and  Identify cultural differences in encourage openness within social media as well as social media behavior a personal interaction between users.  AIM: Derive Implications for a In-Group Collectivism: Social Media Strategy The degree to which users express experiences, personal thoughts and details and are willing to share them in a online community. Institutional Collectivism: The degree to which active sharing and collective distribution of resources is rewarded and appreciated by users. 11.11.2010 - 13 -
    • Being a member of the collective GLOBE Landscape Platform Target Group Best Practice Conclusion “To what extent do you agree with the following statements?” (7 – Strongly Agree; 1 – Strongly disagree) Questions: 1) I am part of a brand community to get more information about a brand. 2) I have shared or at least considered sharing my personal travel experiences with a broader community (not just friends). 3) I consider reacting on and discussing company related information that was posted by the company itself or by other users. 11.11.2010 - 14 -
    • In-Group Collectivism makes a difference GLOBE Landscape Platform Target Group Best Practice Conclusion Strongly Agree 7 6 5 4 Germany South-East-Asia 3 2 Strongly Disagree 1 I am part of a brand community to get I have shared or at least considered I consider reacting on and discussing more information about a brand. sharing my personal travel experiences company related information that was with a broader community (not just posted by the company itself or by other friends). users. 11.11.2010 - 15 -
    • Asians are more Entertainment focused GLOBE Landscape Platform Target Group Best Practice Conclusion Further details: Appendix A ...more in-group collectivist? Finding Implication Lufthansa  Stronger focus on entertainment 1. Entertainment-focused  No need to give extensive information 2. Share personal insights with  Provide opportunities for sharing such insights broader community E.g. travel forum, insider tips etc 3. Discuss & comment on  Provide platform that allows such exchange company provided information In contrast, Germans…  More content-focused  Need to derive valuable information, not solely entertainment  Weaker tendency to share personal insights, stories with a broader (unknown) community 11.11.2010 - 16 -
    • Global Approach not sufficient GLOBE Landscape Platform Target Group Best Practice Conclusion Conclusion extended GLOBE framework  Significant difference in social media behavior  Cultural differences exist Global approach is not suited  Trends/Implications for Social Media Strategy Lufthansa in South-EastAsia 11.11.2010 - 17 -
    • Social Media Landscape Analysis 11.11.2010 - 18 -
    • Digital Landscape Analysis GLOBE Landscape Platform Target Group Best Practice Conclusion Digital Landscape Analysis Internet Market Online Behavior  Internet Penetration  Digital Lifestyle  Internet Population  Time Spent Online  Growth  Activities on the Internet  Brand Interaction  Average Number of Friends 11.11.2010 - 19 -
    • SEA offers strong growth potential GLOBE Landscape Platform Target Group Best Practice Conclusion  23 percent of today‟s internet users in Emerging Asia started to use the internet since 2008  Singapore‟s internet market is mature while Malaysia moves towards developed internet market like Germany and Singapore  Major growth potential lies in Philippines, Vietnam, Thailand and Indonesia  Total Population: 529.06 million  Total Internet Population: 122.20 million Appendix B1 Internet Germany Singapore Malaysia Philippines Vietnam Thailand Indonesia Penetration (in %) 79.1 77.8 64.6 29.7 27.1 26.3 12.3 Source :TNS DiGITAL LIFE 11.11.2010 - 20 -
    • Users have different digital lifestyles GLOBE Landscape Platform Target Group Best Practice Conclusion High Communicator Communicator  Expressing himself and Influencer sharing personnel information via Social Media Knowledge Seeker Brand Interaction  Early follower  Touchpoints Networker • User Review on Functional bloggs, Aspirer • Social Network comments Low 11.11.2010 - 21 -
    • Users have different digital lifestyles GLOBE Landscape Platform Target Group Best Practice Conclusion High Influencer Communicator Influencer  Internet as integral part of his life – It allows him to stand out and be different Knowledge Seeker  Innovator Brand Interaction  Engaged in almost all digital activities Networker Functional  Express himself online Aspirer not only to friends but to everyone Low 11.11.2010 - 22 -
    • Users have different digital lifestyles GLOBE Landscape Platform Target Group Best Practice Conclusion Knowledge Seeker High Communicator  Main use of the internet Influencer gaining knowledge, education al purpose Knowledge  SN to stay in contact Seeker with like minded people Brand Interaction  Touchpoints: • Brand websites Networker • bloggs Functional • SN comments • review sites Aspirer  only consuming Low content 11.11.2010 - 23 -
    • Users have different digital lifestyles GLOBE Landscape Platform Target Group Best Practice Conclusion High Networker Communicator  Main use of the internet: Influencer establish and maintain relationships Knowledge  does not voice opinion Seeker online Brand Interaction  Touchpoints Networker • brand sites Functional • online shops Aspirer Classical Web-Media Low 11.11.2010 - 24 -
    • Users have different digital lifestyles GLOBE Landscape Platform Target Group Best Practice Conclusion High Functional Communicator Influencer  Utility of internet use  Internet usage is less about establishing relationships with other Knowledge people Seeker Brand Interaction  concerned about data protection  Touchpoints: Networker • Price Comparison Functional Websites Aspirer • Brand Websites Low 11.11.2010 - 25 -
    • Users have different digital lifestyles GLOBE Landscape Platform Target Group Best Practice Conclusion High Aspirer Communicator Influencer  Relatively new to the internet  Internet is less important Knowledge for his life at the moment Seeker Brand Interaction  Seeking to increase his activities on the Internet  Rely on offline Networker touchpoints: Functional • offline Media • Retail Shops Aspirer • offline WoM Low 11.11.2010 - 26 -
    • High Potentials:Influencer & Communicator GLOBE Landscape Platform Target Group Best Practice Conclusion Positioning-Matrix Activeness on Social High Media In Co AS NW Brand Interaction Low High In = Influencer KS Co = Communicator KS = Knowledge Seeker As = Aspirer Fu NW = Networker Fu = Functional Low 11.11.2010 - 27 -
    • Influencers & Communicators prevalent in SEA GLOBE Landscape Platform Target Group Best Practice Conclusion Digital lifestyles in South-East Asia 100 90 80 70 60 50 40 30 20 10 0 SG ID MY PH TH VN DE Influencers Communicators Aspirers Knowledge Seekers Networkers Functionals Source :TNS DiGITAL LIFE 11.11.2010 - 28 -
    • Indonesians & Philipinnes are less online GLOBE Landscape Platform Target Group Best Practice Conclusion Time spent online (per week) 25  No significant difference between Germany and Singapore, Malaysia, Thail 20 and, Vietnam  Indonesian and Philippines 15 spend considerably less hours time online than users from 10 the other countries  Singapore, Malaysia, Thaila 5 nd, Vietnam spend twice as much time online per week than Indonesia and 0 Singapore Malaysia Thailand Vietnam Philippines Indonesia Germany Philippines Source :TNS DiGITAL LIFE 11.11.2010 - 29 -
    • Web 2.0 is of major importance in SEA GLOBE Landscape Platform Target Group Best Practice Conclusion Most important online activity  Emailing remains the most 80 important activity to internet users 70 Percentage of Internet User 60  Social Networking ,Gaming and Multimedia 50 are following in Germany as 40 well as South East Asia 30  Social Networking, Gaming and 20 Multimedia activities are of 10 much higher importance in South East Asia than in 0 Germany SG ID MY TH VN PH DE SNS Email Gaming Multimedia Personal Interest Source :TNS DiGITAL LIFE Appendix B 11.11.2010 - 30 -
    • Higher Brand Interaction in SEA GLOBE Landscape Platform Target Group Best Practice Conclusion 1. Openness towards Brand Interaction Appendix B  In Emerging Asia (SEA excl. Singapore) Social Networks are a main source of information on brands  Openness towards brand friending on SN is considerably higher in South East Asia compared to western or global internet user (SEA:48%, Global 40%) 2. Average number of friends Appendix B  Average number of friends on SN is considerably higher in South East Asia compared to Germany ( SEA: 175 ; DE: 75)  High value of a follower with a large friend base for a company’s social media activities  increases the reach of a company’s social media activities 11.11.2010 - 31 -
    • SEAs have a high potential for brands GLOBE Landscape Platform Target Group Best Practice Conclusion Key Findings: South East Asia Singapore, Malaysia, Thailand, Vietnam  Predominant lifestyle: Influencer and Communicator  High engagement in Social Media activities  open for brand interaction, actively looking for brands on Web 2.0 Indonesia, Philippines  Predominant lifestyles: Aspirers  Rely more on offline media as touchpoint and are less open towards brand interaction  Are eager to become more active and use the internet more frequently 11.11.2010 - 32 -
    • Germans are more rational on the Internet GLOBE Landscape Platform Target Group Best Practice Conclusion Key Findings: Germany  Predominant lifestyle: Functionals, Networkers, Knowledge Seekers  Reflects a more conservative or rational attitude towards the internet  Concerned about data protection and therefore less interactive (sharing, expressing personnel information  Touchpoints: Offline as well as classical Online Media (brand page, online shops) 11.11.2010 - 33 -
    • Need for a regional Social Media strategy GLOBE Landscape Platform Target Group Best Practice Conclusion Extended Globe Social Media Landscape Regional Strategy is to be preferred over Global Strategy  South East Asian internet user search actively in Social Media for brands and products  Social Media as touchpoints  High potential for brand interaction & brand friending  Tendency to share personal insights  Two way communication is of major importance  Provide platform that allows active exchange between company and user  Focus on individual needs  Entertainment focus - focus on visual representation of information  Different development patterns in Indonesia and Philippines ( Aspirers ) 11.11.2010 - 34 -
    • Interim conclusion I GLOBE Landscape Platform Target Group Best Practice Conclusion Most importantly, a regional strategy is to SEAs seem also to be highly engaged in be preferred over a global strategy. This two way communication; thus, Lufthansa has been shown by the analysis of cultural should provide a platform that allows an dimensions and the online landscape active exchange between company and analysis. users. If one compares Germans and South-East Within SEA, the landscape analysis Asians (SEAs), both groups show revealed differences within the user differences in their social media behavior. behavior and development patterns The major differences may be summarized between Indonesia and Philippines and on as the stronger tendency of SEAs to share the other side personal insights and their focus on visual Singapore, Malaysia, Thailand, and representation, instead of a stronger Vietnam as the users within those information-based approach of Germans. countries are less developed and are still in an earlier stage of user behavior. 11.11.2010 - 35 -
    • Platform Selection 11.11.2010 - 36 -
    • Platform Selection GLOBE Landscape Platform Target Group Best Practice Conclusion Platform Selection Analysis & Selection Strategic approach  Social media landscape & focus  Complementary strategy  Scoring model & selection criteria  AIDA framing 11.11.2010 - 37 -
    • Focus on predominant platforms GLOBE Landscape Platform Target Group Best Practice Conclusion Social Media Landscape Scope: South-East Asia Social Networks Criteria Reach Micro- media Video 11.11.2010 - 38 -
    • Facebook as the mash-up platform GLOBE Landscape Platform Target Group Best Practice Conclusion Criteria Scoring Model 1) People  Reach Platforms have different strengths:  Growth  Facebook: Reach 2) Technology Interaction Applications  Mobile accessibility  Twitter: Information  Integration Mobile accessibility 3) Community  Youtube: Media sharing  Interaction Growth/Reach  Time online  # of applications  Content focus 11.11.2010 - 39 -
    • Use the different strengths of the channels GLOBE Landscape Platform Target Group Best Practice Conclusion Complementary Strategy Entertainment CRM Use the different strengths of the Youtube channels •Social Networks: Facebook •CRM •(Micro-)blogs: Twitter •Information Twitter •Media Sharing: YouTube •Entertainment Information Position Facebook as mash-up platform integrating Twitter and YouTube 11.11.2010 - 40 -
    • Each platform have their specific task GLOBE Landscape Platform Target Group Best Practice Conclusion Engagement Create... with costumer Key Aspects A ttention Entertainment Get in touch Incentive Brand Recognition I nterest Information Involve Information Brand Recall Brand D esire Interact Interact Top of CRM Interact Community Mind Relationship A ction 11.11.2010 - 41 -
    • Use complementary platform strategy GLOBE Landscape Platform Target Group Best Practice Conclusion Conclusion Platform Selection  Reach  Facebook, Twitter, YouTube & Friendster  Take advantage of strengths of different platforms  Complementary platform strategy  YouTube: Entertainment  Twitter: Information  Facebook: CRM 11.11.2010 - 42 -
    • Target Group Selection 11.11.2010 - 43 -
    • Young and Successful GLOBE Landscape Platform Target Group Best Practice Conclusion Target Group Analysis Strategic approach  Criteria  Scoring Model  Importance of Criteria  Give Grades 11.11.2010 - 44 -
    • Young and Successful GLOBE Landscape Platform Target Group Best Practice Conclusion Criteria Scoring Model 1. Potential today  Economic power  SM-Reach 2. Potential in the future Target Group:  Economic development 1) Age Group: 20-35  SM development 2) High Income / Educated 3. Influenceability using SM (Students/Young Professionals)  User behaviour  Time online  # of friends  Importance of SM 4. Costs to influence/talk  English  Cultural differences 11.11.2010 - 45 -
    • On SM vs. Economic Power GLOBE Landscape Platform Target Group Best Practice Conclusion Criteria Scoring Model 1.) Potential Today a) Economic power  Consumption + Income b) SM-Reach  FB-Reach  Only the richest part of the population  1.) 18-24 2.) 25-34 3.) 35-44 11.11.2010 - 46 -
    • On SM vs. Economic Power GLOBE Landscape Platform Target Group Best Practice Conclusion Criteria Scoring Model 2.) Potential Future a) Economic development  Demographic development (Growth of TG)  Education as narrow for partizipation in growth b) SM-Development  Demographic development (Growth of TG) FB-Reach development 1) 0-44 2) 44-100 11.11.2010 - 47 -
    • Youth is influenceable GLOBE Landscape Platform Target Group Best Practice Conclusion Criteria Scoring Model 3.) Influenceability using SM a) User Behavior b) Time online c) # of friends d) Importance of SM 1.) 0-18 2.) 18-24 3.) 25-35 11.11.2010 - 48 -
    • Youth is more homogenous GLOBE Landscape Platform Target Group Best Practice Conclusion Criteria Scoring Model 4.) Cost to Influence/ talk to them a) English (Education as a proximation) b) Cultural Differences 1.) 18-24 2.) 25-35 3.) 0-18 11.11.2010 - 49 -
    • Young and successful GLOBE Landscape Platform Target Group Best Practice Conclusion Conclusion Target Group  Successful / richest people in the countries  20 – 35  Are on SM and have and will have the economic power  Are easy to influence  Are the most homogenous group  Students and young professionals 11.11.2010 - 50 -
    • Interim conclusion II GLOBE Landscape Platform Target Group Best Practice Conclusion Online users can be reached through many A similar detailed selection of the target different channels. The main differentiation group is done afterwards. When analyzing between channels is done by the reach of the potential of the current and future online people and the technology and community users, the influenceability as well as the costs possibilities. Although most social media of contact are used as differentiation criteria. platforms have their unique strengths, it is Students and young professionals in the age- necessary to make a first distinction of which group of 20-35 can be identified as the most platforms reach efficiently enough potentials relevant to target with respects to their users. Combining the advantages of the current and future income and business major platforms YouTube, Twitter and activity and hence their potential as Facebook, through a mash-up strategy is customers. recommend. 11.11.2010 - 51 -
    • Best Practice Analysis 11.11.2010 - 52 -
    • Best practice GLOBE Landscape Platform Target Group Best Practice Conclusion Best Practice Analysis Companies  Criteria for selection  Nokia  Approach in Asia  Starbucks  Approach in Europe  Sheraton  Learning points from differences in various strategies undertaken 11.11.2010 - 53 -
    • Choosing Best Practices GLOBE Landscape Platform Target Group Best Practice Conclusion Criteria used in choosing best practices 1) Similar product/service classification as airline tickets (ERG Model) 2) Efforts targeted specially at SEA 3) Usability of platforms utilized 4) Integration across multiple platforms 11.11.2010 - 54 -
    • An introduction to ERG Theory GLOBE Landscape Platform Target Group Best Practice Conclusion Maslow‟s Hierarchy of Needs ERG Theory  Growth: Self-actualization Self- actualization and internal esteem needs Estem  Relatedness: Social and Love/Belonging external esteem needs Safety  Existence: Physiological Physiological and safety needs 11.11.2010 - 55 -
    • Why Nokia? GLOBE Landscape Platform Target Group Best Practice Conclusion Criteria 1) Similar product/service classification as airline tickets  (ERG Model)  EXISTENCE 2) Efforts targeted specially at SEA  3) Usability of platforms utilized  4) Integration across multiple platforms  • Facebock, Twitter, Blog, YouTube 11.11.2010 - 56 -
    • Nokia uses the need to feel social GLOBE Landscape Platform Target Group Best Practice Conclusion Indonesia (Facebook) Europe (Facebook)  Indonesians feel the need to be  Focus on pushing offers online in sociable Germany  Separate Facebook Page for  Focus on apps for Finland and Indonesia France  Landing Page – mini-game to  Focus on new products in UK measure sociability across various platforms  Focus on games in Poland  Drives traffic to Facebook page  Engages community – localizing Facebook community 11.11.2010 - 57 -
    • Nokia uses the need to feel social GLOBE Landscape Platform Target Group Best Practice Conclusion Indonesia (Facebook) Europe (Facebook)  Indonesians feel the need to be  Focus on pushing offers online in sociable Germany  Separate Facebook Page for  Focus on apps for Finland and Indonesia France  Landing Page – mini-game to  Focus on new products in UK measure sociability across various platforms  Focus on games in Poland  Drives traffic to Facebook page  Engages community – localizing Facebook community 11.11.2010 - 58 -
    • Nokia uses Twitter locally GLOBE Landscape Platform Target Group Best Practice Conclusion Nokia: Twitter  USA 11.9%  Venezuela 19%  Mexico 13.4%  Indonesia 20.8%  Columbia 9.6% 11.11.2010 - 59 -
    • Landing pages by Nokia GLOBE Landscape Platform Target Group Best Practice Conclusion Learning Points Limitations and Considerations  Local approach to each country -  Different product type sensitive to language and activities online  Focus mainly on Facebook only: for most parts of Asia except Indonesia  Specific landing pages on Facebook which focus on the general point of interest in a country  Consolidated approaches on one platform: Facebook  Selected use of other platforms when it is popular in countries 11.11.2010 - 60 -
    • Why Starbucks? GLOBE Landscape Platform Target Group Best Practice Conclusion Criteria 1) Similar product/service classification as airline tickets  (ERG Model)  GROWTH 2) Efforts targeted specially at SEA  3) Usability of platforms utilized  4) Integration across multiple platforms  • Facebock, Twitter, Blog, YouTube 11.11.2010 - 61 -
    • Starbucks utilizes sharing patterns GLOBE Landscape Platform Target Group Best Practice Conclusion Philippines: Facebook Europe: Facebook  Filipinos are similar to the  No specifically designed Indonesians: Aspirers who spend strategy most of their time on SNS  except for the UK  They like to share their -Promoting Starbucks VIA experiences (but not on SNS) (instant coffee) with a guessing game  Separate Facebook Page for Philippines  Landing page – Summer Moments allows postcards to be created and sent to friends 11.11.2010 - 62 -
    • Starbucks utilizes sharing patterns GLOBE Landscape Platform Target Group Best Practice Conclusion Philippines: Facebook Europe: Facebook  Filipinos are similar to the  No specifically designed Indonesians: Aspirers who spend strategy most of their time on SNS  except for the UK  They like to share their -Promoting Starbucks VIA experiences (but not on SNS) (instant coffee) with a guessing game  Separate Facebook Page for Philippines  Landing page – Summer Moments allows postcards to be created and sent to friends 11.11.2010 - 63 -
    • Starbucks uses Twitter locally GLOBE Landscape Platform Target Group Best Practice Conclusion Starbucks: Twitter Spanish Malay English 11.11.2010 - 64 -
    • Starbucks uses multiple platforms GLOBE Landscape Platform Target Group Best Practice Conclusion Learning Points Limitations and Considerations  Local approach to each country -  Different product type sensitive to language and activities online  Few specially designed strategies for each country – more global  Consolidated approaches on one approach platform: Facebook  Brand position was already very  Selected use of other platforms strong when it is popular in countries (Youtube for VIA in UK) 11.11.2010 - 65 -
    • Why Sheraton? GLOBE Landscape Platform Target Group Best Practice Conclusion Criteria 1) Similar product/service classification as airline tickets  (ERG Model)  RELATEDNESS 2) Efforts targeted specially at SEA  3) Usability of platforms utilized  4) Integration across multiple platforms  • Facebock, Twitter, Blog, YouTube 11.11.2010 - 66 -
    • Sheraton focuses on “Like’s” GLOBE Landscape Platform Target Group Best Practice Conclusion Asia: Facebook Europe: Facebook  Hong Kong – Offers for fans  Algarve – Group offers  Cannot see the images below?  More than 25 people You're probably not connected to Sheraton Hong Kong Hotel & Towers. Click 'Like' above to get  Lisbon – Gourmet news connected!  Salobre – Integrated application  Malaysia (Kuching) – Empowering for easy sharing Audiences 11.11.2010 - 67 -
    • Sheraton focuses on “Like’s” GLOBE Landscape Platform Target Group Best Practice Conclusion Asia: Facebook Europe: Facebook  Hong Kong – Offers for fans  Algarve – Group offers  Cannot see the images below?  More than 25 people You're probably not connected to Sheraton Hong Kong Hotel & Towers. Click 'Like' above to get  Lisbon – Gourmet news connected!  Salobre – Integrated application  Malaysia (Kuching) – Empowering for easy sharing Audiences 11.11.2010 - 68 -
    • Sheraton can improve GLOBE Landscape Platform Target Group Best Practice Conclusion Learning Points Limitations and Considerations  English used for information  Targeting by city instead of country – dissemination in Asia - insensitive not a strong comparison of scale to language and activities online  Main focus not on Asia  Using offers to gain „Like‟s  Engagement is very weak compared  Using other platforms mainly to previous 2 practices outside of SEA  No clear goal in Asia and not specific  Within a country, different strategies enough in efforts can be used  One platform may not be enough in targeting a new market – an integrated local approach is required 11.11.2010 - 69 -
    • Lufthansa Take-aways GLOBE Landscape Platform Target Group Best Practice Conclusion Conclusion Best Practices  Importance of language differences in Asia  Facebook functionality allows companies to consolidate very different strategies on one platform  Targeting at internet usage > Pushing offers  Rest of hospitality industry slow at targeting Asia 11.11.2010 - 70 -
    • Lufthansa Take-aways GLOBE Landscape Platform Target Group Best Practice Conclusion Overall Conclusion  Regional strategy needed to effectively target the SEA market  Cultural & usage behavior differences between SEA and Germany  Use mash-up platform with the focus on Facebook  Focus on age group 20-35 (students & young professionals)  Slow adaption of hospitality industry to Social Media  Pioneering role of Lufthansa 11.11.2010 - 71 -
    • Q&A Alexander Neff Christian Küpper Constantin Reutersberg David Bartling Jason Liew Sebastian Schmidt 11.11.2010 - 72 -
    • Appendix Overview Structure Appendix A. GLOBE – Cultural Differences & Focus Group B. Landscape Analysis C. Platform Selection D. Target Group E. Strategic Approach – Best Practice 11.11.2010 - 73 -
    • Appendix A GLOBE – Cultural Differences & Focus Group 1. Procedure 6. In-Group Collectivism 2. Sample Design Focus a. Statements b. Results Group c. Implications 3. Questionnaire 7. Institutional Collectivism 4. Analysis a. Statements 5. Human Orientation b. Results a. Statements c. Implications b. Results c. Implications Back 11.11.2010 - 74 -
    • Appendix A: Procedure Step 1 Step 2 What do those three dimensions mean in relation to social media? •Introducing a focus group that Human Orientation: The degree to which individuals value and encourage openness within asks about those three dimensions social media as well as a personal interaction between users. •Identify cultural differences in In-Group Collectivism: The degree to which social media behavior users express experiences, personal thoughts and details and are willing to share them in a online community. Institutional Collectivism: The degree to which AIM: Derive Implications for a active sharing and collective distribution of resources is rewarded and appreciated by users. Social Media Strategy 11.11.2010 - 75 -
    • Appendix A: Sample Design Focus Group Participants by country & region South-East-Asia 35 participants Germany Thailand Female: 48,60% Indonesia Male: 51,40% Singapore Philippines Average Age: 23,09 Malaysia 0% 20% 40% 60% 11.11.2010 - 76 -
    • Appendix A: Questionnaire Focus Group  Age  Gender (female, male) Statement Visual impulses such as videos and pictures  What is your home country? are most appealing to me, when informing myself over a brand or a company.  (Malaysia, Philippines, Singapore, Indonesia, Thailand, Germany) The fact that companies are present in social media appeals to me. I am part of a company/brand’s online  Are you currently using any forms of social community via social networking site. I am part of a brand community to get more media?(Yes, No) information about a brand. I have shared or at least considered sharing  Which would you say is the most popular my personal travel experiences with a broader community (not just friends). platform from where you are from?  (Friendster, Twitter, Facebook, Youtube, Hi5, I consider reacting on and discussing company related information that was posted Blog (Blogger, Blogspot, Wordpress, etc.), by the company itself or by other users. StudiVZ) Companies that are present in social networking sited should update me regularly (e.g. news, events) and provide me with  To what extent do you agree with the following recent information. statements? Companies should not be present in social (7 = Strongly agree, 6 = Agree, 5 = Agree somewhat, 4 = networking sites; the official company’s webpage is sufficient. Undecided, 3 = Disagree somewhat, 2 = Disagree, 1= Strongly disagree) I have more trust in customer-to-customer feedback than in the company’s own profiling.  Name the first 5 airlines that come to mind. 11.11.2010 - 77 -
    • Appendix A: Analysis Focus Group Total NumberofParticipants 35 Average Age Participants 23,09 Whatisyourgender? Female 48,60% 17 Male 51,40% 18 What is your home country? Malaysia 8,60% 3 Philippines 11,40% 4 Singapore 20,00% 7 Indonesia 8,60% 3 Thailand 11,40% 4 Germany 40,00% 14 South-East-Asia 60,00% 21 11.11.2010 - 78 -
    • Appendix A: Analysis Focus Group Are you currently using any forms of social media? Yes 97,10% 34 No 2,90% 1 Which would you say is the most popular platform from where you are from? Friendster 0,00% 0 Twitter 0,00% 0 Facebook 91,40% 32 Youtube 8,60% 3 Hi5 0,00% 0 Blog (Blogger, Blogspot, Wordpress, etc.) 0,00% 0 StudiVZ 0,00% 0 11.11.2010 - 79 -
    • Appendix A: Analysis Focus Group To what extent do you agree with the following statements? (Part 1) Stronglyag Agree Disagree Strongly Agree Undecided Disagree Total ree somewhat somewhat disagree Visual impulses such as videos and pictures are most appealing 42,9% 31,4% (11) 22,9% (8) 2,9% (1) 0,0% (0) 0,0% (0) 0,0% (0) 35 to me, when informing myself over a brand or a company. (15) The fact that companies are present in social media appeals to 34,3% 20,0% (7) 25,7% (9) 5,7% (2) 2,9% (1) 11,4% (4) 0,0% (0) 35 me. (12) I am part of a company/brand’s online community via social 37,1% 11,4% (4) 22,9% (8) 5,7% (2) 2,9% (1) 8,6% (3) 11,4% (4) 35 networking site. (13) I am part of a brand community to get more information about a 20,0% 5,7% (2) 17,1% (6) 31,4% (11) 2,9% (1) 14,3% (5) 8,6% (3) 35 brand. (7) I have shared or at least considered sharing my personal travel 37,1% 5,7% (2) 20,0% (7) 5,7% (2) 8,6% (3) 11,4% (4) 11,4% (4) 35 experiences with a broader community (not just friends). (13) 11.11.2010 - 80 -
    • Appendix A: Analysis Focus Group To what extent do you agree with the following statements? (Part 2) Stronglyag Agreesom Disagreeso Stronglydi Agree Undecided Disagree Total ree ewhat mewhat sagree I consider reacting on and discussing company related 37,1% information that was posted by the company itself or by other 8,6% (3) 14,3% (5) 14,3% (5) 5,7% (2) 14,3% (5) 5,7% (2) 35 (13) users. Companies that are present in social networking sited should 31,4% update me regularly (e.g. news, events) and provide me with 5,7% (2) 22,9% (8) 20,0% (7) 14,3% (5) 2,9% (1) 2,9% (1) 35 (11) recent information. Companies should not be present in social networking sites; the 51,4% 2,9% (1) 8,6% (3) 2,9% (1) 8,6% (3) 17,1% (6) 8,6% (3) 35 official company’s webpage is sufficient. (18) I have more trust in customer-to-customer feedback than in the 51,4% 25,7% (9) 8,6% (3) 11,4% (4) 2,9% (1) 0,0% (0) 0,0% (0) 35 company’s own profiling. (18) 11.11.2010 - 81 -
    • Appendix A: Analysis Focus Group South- (StronglyAgree = 7; StronglyDisagree = 1) Germany Singapore Malaysia Philippines Thailand Indonesia East- Asia Visual impulses such as videos and pictures are most appealing to me, when informing myself over a brand or a 5,59 6,43 6,33 6,25 6,00 6,67 6,34 company. The fact that companies are present in social media appeals to 4,50 5,14 6,70 6,50 6,25 5,67 6,05 me. I am part of a company/brand’s online community via social 3,50 5,00 6,00 6,25 5,50 6,00 5,75 networking site. I am part of a brand community to get more information about 3,21 5,29 4,70 4,75 4,50 4,67 4,78 a brand. I have shared or at least considered sharing my personal 3,14 4,43 5,33 6,25 5,25 6,33 5,52 travel experiences with a broader community (not just friends). I consider reacting on and discussing company related information that was posted by the company itself or by other 3,00 5,00 6,00 6,25 6,25 5,67 5,83 users. Companies that are present in social networking sited should update me regularly (e.g. news, events) and provide me with 4,22 5,71 4,33 5,25 4,50 4,67 4,89 recent information. Companies should not be present in social networking sites; 3,93 2,14 2,33 2,00 1,75 2,33 2,11 the official company’s webpage is sufficient. I have more trust in customer-to-customer feedback than in the 5,22 6,00 6,00 6,50 6,50 6,67 6,33 company’s own profiling. Average 4,03 5,02 5,30 5,56 5,17 5,41 5,29 11.11.2010 - 82 -
    • Appendix A: Analysis Focus Group Name the first 5 airlines that come to mind. Others China Airways British Airways AirBerlin Tiger Quantas Emirates Air Asia Lufthansa Singapore Airlines 0 10 20 30 40 50 60 70 In % 11.11.2010 - 83 -
    • Appendix A: Analysis Focus Group Name the first 5 airlines that come to mind. Name Quantity Name Quantity Name Quantity Singapore Airlines 26 Thai Airways 4 China Airlines 1 Lufthansa 16 United Airlines 4 Easy Jet 1 Air Asia 15 Cathway Pacific 3 El Al 1 Emirates 13 SilkAir 3 Etihad 1 Quantas 12 Air China 2 Iberia 1 Tiger 11 American Airways 2 Korean Air 1 AirBerlin 7 Quatar Airlines 2 Malaysia Airlines 1 British Airways 6 Quatar Airways 2 Nok Airlines 1 China Airways 6 SwissAir 2 Southwech Airlines 1 Air France 5 Al Italia 1 Wizz Air 1 Delta Airlines 5 American Airlines 1 Virgin Airlines 1 Ryanair 5 Austrian Air 1 Others 63 Germanwings 4 Blue Air 1 Total 175 Jetstar 4 ChileLan 1 11.11.2010 - 84 -
    • Appendix A: Human Orientation “To what extent do you agree with the following statements?” (7 – Strongly Agree; 1 – Strongly disagree) Visual impulses such as videos and pictures are most appealing to me, when informing myself over a brand or a company. The fact that companies are present in social media appeals to me. I am part of a company/brand’s online community via social networking site. 11.11.2010 - 85 -
    • Appendix A: Human Orientation Strongly Agree 7 6 5 4 Germany South-East-Asia 3 2 Strongly Disagree 1 Visual impulses such as videos and The fact that companies are present in I am part of a company/brand’s online pictures are most appealing to me, when social media appeals to me. community via social networking site. informing myself over a brand or a company. 11.11.2010 - 86 -
    • Appendix A: Implications for Strategy What follows from the fact that South-East-Asians are more human orientated? Finding Implication Lufthansa Strong appeal to Visualize your values - create picture sharing/video sharing visual Appear as a caring brand towards their individual needs representations (Lufthansa South-East-Asia) Asians like that  SE-Asians more open and less critical, possibility to be companies position more “risky” themselves in SM In contrast, Germans… Less attracted to visuals; stronger focus on information retrieval (text) Weaker support that Germans like to see companies represented in SM 11.11.2010 - 87 -
    • Appendix A: In-Group Collectivism “To what extent do you agree with the following statements?” (7 – Strongly Agree; 1 – Strongly disagree) I am part of a brand community to get more information about a brand. I have shared or at least considered sharing my personal travel experiences with a broader community (not just friends). I consider reacting on and discussing company related information that was posted by the company itself or by other users. 11.11.2010 - 88 -
    • Appendix A: In-Group Collectivism Strongly Agree 7 6 5 4 Germany South-East-Asia 3 2 Strongly Disagree 1 I am part of a brand community to get I have shared or at least considered I consider reacting on and discussing more information about a brand. sharing my personal travel experiences company related information that was with a broader community (not just posted by the company itself or by other friends). users. 11.11.2010 - 89 -
    • Appendix A: Implications for Strategy What follows from the fact that South-East-Asians are more in-group collectivist? Finding Implication Lufthansa Entertainment-  Stronger focus on entertainment focused, (deriving information  No need to give extensive information seems to be less important) Stronger tendency to share Provide opportunities for sharing such insights personal insights with E.g. travel forum, insider tips etc broader community Stronger tendency to discuss  Provide a platform that allows such exchange & gives & comment on company room for discussion on information that was posted by provided information company itself In contrast, Germans… More content-focused,need to derive valuable information, not solely entertainment weaker tendency to share personal insights, stories with a broader (unknown) community 11.11.2010 - 90 -
    • Appendix A: Institutional Collectivism “To what extent do you agree with the following statements?” (7 – Strongly Agree; 1 – Strongly disagree) Companies that are present in social networking sited should update me regularly (e.g. news, events) and provide me with recent information. Companies should not be present in social networking sites; the official company’s webpage is sufficient. I have more trust in customer-to-customer feedback than in the company’s own profiling. 11.11.2010 - 91 -
    • Appendix A: Institutional Collectivism 7 Strongly Agree 6 5 4 Germany South-East-Asia 3 2 Strongly Disagree 1 Companies that are present in social Companies should not be present in I have more trust in customer-to- networking sited should update me social networking sites; the official customer feedback than in the regularly (e.g. news, events) and company’s webpage is sufficient. company’s own profiling. provide me with recent information. 11.11.2010 - 92 -
    • Appendix A: Implications for Strategy What follows from the fact that South-East-Asians are more institutional collectivist? Finding Implication Lufthansa No significant difference btw. SE-Asians and Germans in terms of reacting/commenting on posts Recent updates SE-Asians: Yes, but entertainment-focused Germans: Yes, but more information-focused Both have higher Provide platform/forum that allows users to give confidence/trust in feedback on the product customer-to-customer feedback 11.11.2010 - 93 -
    • Appendix B Landscape Analysis 1. Source: TNS Digital Life 4. Brand Interaction 2. Internet Population in 5. Average Number of South-East Asia Friends on Social 3. The Importance of Web Networks 2.0 activities 6. Digital Lifestyles Back 11.11.2010 - 94 -
    • Appendix B: TNS DIGITAL LIFE  Digital Life was completed in September 2010 and the results were published on 10th October 2010  The study covers 46 countries representing 88% of the digital market  Special focus on emerging markets (BRICS, Next 11)  It is based on a survey with 48,804 participants  TNS is a well know and approved market research institution with a global reach 11.11.2010 - 95 -
    • Appendix B: Internet Population in SEA Growth of Internet Population since 2008 35 32 Percentage of Internat Population 30 27 25 23 22 20 15 10 9 8 7 5 4 3 2 1 0 Source :TNS DiGITAL LIFE 11.11.2010 - 96 -
    • Appendix B: Internet Population in SEA Internet Population South East Asia 300 250 200 in million 150 100 50 0 Germany Singapore Malaysia Philipines Vietnam Thailand Indonesia Population Internet Population Source :TNS DiGITAL LIFE 11.11.2010 - 97 -
    • Appendix B: The importance of Web 2.0 Most important online activity 80 70 60 Percentage of Internet User 50 40 30 20 10 0 SG ID MY TH VN PH DE SNS Email Gaming Multimedia Personal Interest Source :TNS DiGITAL LIFE 11.11.2010 - 98 -
    • Appendix B: The importance of Web 2.0 Social Networking / Emailing 10 10 9 % considering Social Networking as most 8 important 7 Ratio = % considering Emailing 6 as most important 5 4 3 2 0.49 0.63 0.93 1.19 0.19 0.39 1 e.g. in Germany fife times more internet user regard emailing 0 as most important activities compared to Social Networking 11.11.2010 - 99 -
    • Appendix B: Brand Interaction Openness towards brand friending 60  In Emerging Asia Social Networks are a main source 50 of information on brands How to transport % of internet user) 40 information? 30  Openness towards brand 20 interaction on SN is considerably higher in 10 South East Asia compared to western internet user and 0 the global average 11.11.2010 - 100 -
    • Appendix B:Number of Friends on SN Average number of friends on SN 250  Average number of friends on SN is considerably higher in 200 South East Asia compared to Average number of friends Germany ( SEA 175 vs. DE 150 75)  High number of friends 100 offers opportunities: follower with a large friend 50 base increases the reach of a company’s social media activities 0  High value for a company’s social media activities 10.11.2010 11.11.2010 - 101 -
    • Appendix B: Digital Lifestyles User Behavior - Defining Digital Lifestyles Influencer Communicator  Young internet user  Loves to express himself via SNS, instant  Internet as integral part of his life messaging, emailing especially to friends  It allows him to stand out and be different  High frequency of internet access  Organizes his life with internet, is very often online  Is more open to brands and to online purchasing (1nd rank brand interaction)  Engaged in almost all digital activities ( Email to Blogging, Social Networking, Multimedia )  Express himself online not only to his friends but to anyone – shares personnel information  Not concerned with privacy issue  Highly open towards brand interaction and brand friending (2st rank brand interaction) 11.11.2010 - 102 -
    • Appendix B: Digital Lifestyles User Behavior - Defining Digital Lifestyles Networker Knowledge Seeker  Main use of the internet: establish and maintain  Main use of internet for gaining knowledge, relationships information  Educational purpose  Main activities: social networking, emailing  engaged in SN online to stay in contact with like- minded people and to gather relevant information,  use Social Networksonly to keep in touch  no actual interest in Social Networking, but in  Social Media not as a tool to search for brands or connecting with lke minded people that share his products interests or can provide him knowledge  does not voice opinion online  concerned about data protection  Would not share personnel thoughts on the  Touchpoints are especially brand websites, but Internet also bloggs or SN comments  Online touchpoints: brand sites, online shops (classical Web 1.0 channels)  No production of content, only consumption  open to brand interaction and advertisement of  More open to brand interaction than rejecting it new products (3rd rank brand interaction) (4TH brand interaction) 11.11.2010 - 103 -
    • Appendix B: Digital Lifestyles User Behavior - Defining Digital Lifestyles Functionals Aspirers  high frequency of internet access but more  very new to the internet and low frequency of conservative and rational in his digital behavior internet access  Internet is a functional tool internet safes time  Looking to create a personal space, but not a (easier to obtain information ), cheaper (price place to look for brands pr products comparison)  Want to increase the use of the internet and the  Internet usage not improving or establishing different activities Increase engagement , might relationships with other people on Social Media move towards influencer, communicator Less about personal interaction  reliy on offline touchpoints:Offline Media, Retail  do not express themselves online Shops, offline WoM  preference in emailing, news, sports, online  Becoming more accustomed to usage of Internet shopping but Internet activities are not integral part of his  concerned about data protection  no Social life yet Media user  Touchpoints: Price Comparison Websites, Brand Websites 11.11.2010 - 104 -
    • Appendix C Platform Selection 1. Criteria reach 5. Criteria Time spend 2. Criteria growth 6. Criteria # of app 3. Criteria mobile 7. Criteria content focus accessibility 8. Data sourcing 4. Criteria integration 9. Scoring model Back 11.11.2010 - 105 -
    • Appendix C: Criteria reach Platform ranking in Top 200 Websites Singapore 1 176 10 3 Indonesia 1 69 11 7 Malaysia 1 101 11 5 Philippines 1 11 8 5 Thailand 2 - 20 4 Vietnam 6 - 10 - Source: Alexa, Oct. 2010 11.11.2010 - 106 -
    • Appendix C: Criteria reach Average Monthly Unique Visitor Ad Planner (2010) AVG Average monthly unique visitors SG ID MY PH TH VN AVG VN Facebook ('000) 2000 26000 11000 10000 6800 2900 9783 TH Friendster ('000) 180 1600 560 2100 20 15 746 PH Twitter ('000) 290 5100 1000 1500 760 320 1495 MY Youtube ('000) 1600 9800 7400 6100 6700 8900 6750 ID SG 0 5000 10000 15000 20000 25000 30000 Youtube ('000) Twitter ('000) Friendster ('000) Facebook ('000) 11.11.2010 - 107 -
    • Appendix C: Criteria reach •Facebook offers a larger user base in comparison to Friendster  Predominant social network platform in South-East Asia •Youtube is strong in SG, MY, PH, TH and VN •Only Youtube has similar average unique monthly visitors as Facebook •Twitter and Friendster cannot compete with Facebook Platform Facebook Friendster Twitter Youtube Criteria Quantifier Grade Result Grade Result Grade Result Grade Result 1.People Reach 10 5 50 1 10 2 20 4 40 Source: comScore 11.11.2010 - 108 -
    • Appendix C: Criteria reach People are reached! 35 •SNS reaches large parts of 30 the internet population •Most of the online population 25 is active on SNS •Facebook growth is related to 20 the growth of the internet pop. since 70-80% of the market are 15 already covered 10 5 SG ID MY PH 0 SG ID MY PH Internet Population (%) 77,8 12,3 54,6 29,7 Internet Population (mio.) Social Network Reach (mio.) SNS Reach (%) 83,7 88,6 84,7 90,3 Facebook Reach (mio.) Source: TNS FacebookReach (%) 72,1 84,9 77,5 84,5 11.11.2010 - 109 -
    • Appendix C: Criteria growth Social Networks are growing Average Monthly Unique Social Network Reach Visitor 16 +28 % PH 2892 14 12 MY 2927 10 ID 1266 8 +13 % 632 6 SG 4 0 2000 4000 6000 2 2009 Friendster ('000) Facebook ('000) 0 SG MY PH 2100 Social Network Reach (mio.) Social Network Reach (mio.) MY 560 •Strong growth of Facebook ID 1600 •Declining visitors of Friendster SG 180 0 10000 20000 30000 Source: comScore 2010 11.11.2010 - 110 -
    • Appendix C: Criteria growth Twitter is growing! Asia 37% up from 31.5% three months ago Source: Semiocast Source: comScore 11.11.2010 - 111 -
    • Appendix C: Criteria growth Facebook is growing! •Significant growth in Malaysia, the Philippines, Thailand and Indonesia 2009, Nov-DecIndonesia • Indonesia is now the world’s #3 country in terms of total Facebook audience size (behind US and UK) •Facebook has overtaken hi5 in Thailand and Friendster in the Philippines Percentagegrowt Country Continent h IIndonesia Asia 11,48 Thailand Asia 12,76 Phillipines Asia 10,9 Malaysia Asia 8,93 Source: Facebakers 11.11.2010 - 112 -
    • Appendix C: Criteria growth Youtube is growing! •#4 Largest Site on the Internet •#1 Largest video site on the web •300MM Worldwide Visitors a Month •100 Million Visitors per Month •5 Billion Video Streams Every month – 40% of all videos online (Do the Math – 5 Billion / 300 million worldwide visitors = 17 streams a month per person) •15 Hours of video uploaded every minute Platform Facebook Friendster Twitter Youtube Criteria Quantifier Grade Result Grade Result Grade Result Grade Result 1.People Growth 5 4 20 2 10 4 20 4 20 11.11.2010 - 113 -
    • Appendix C: Criteria mobile accessibility Mobile acceptance •There is a large amount of TH users taking advantage of PH mobile devices to access SNS MY •Mobile access is demanded ID •There are more than 150 SG million active users currently 0 20 40 60 80 100 accessing Facebook through SG ID MY PH TH their mobile devices. Mobile PC 48 56 15 13 36 69 21 28 44 67 •People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. Source: TNS Digital Study, 2010 11.11.2010 - 114 -
    • Appendix C: Criteria mobile accessibility •Twitter mobile solution is most performing •Friendster approaches are not so sophisticated IPhone •Youtube, Twitter and Facebook allow Blackberry mobile access with Windows Phone 7 all different mobile devices Android Symbian Platform Facebook Friendster Twitter Youtube Criteria Quantifier Grade Result Grade Result Grade Result Grade Result 2. Technology Mobile accessibility 5 4 20 2 10 5 25 4 20 11.11.2010 - 115 -
    • Appendix C: Criteria mobile accessibility Easiness of use Performance Navigation Accessibility Customization 11.11.2010 - 116 -
    • Appendix C: Criteria mobile accessibility 11.11.2010 - 117 -
    • Appendix C: Criteria mobile accessibility 2009 2010 11.11.2010 - 118 -
    • Appendix C: Criteria integration Trends in Social Media Looking to Increase SM Activity •Integrated Platform offering chat, search and message functionality •Streaming music/movies •Get informed by status messages of friends 0 10 20 30 40 50 Integration is key Upload Photos (%) Look at Photos (%) Respond on Social Network (%) Check Social Network (%) Message on Social Network (%) Stream Music/ Video (%) Source: TNS Digital Study, 2010 11.11.2010 - 119 -
    • Appendix C: Criteria integration Core messaging Aggregated Integrated connected to services platform friend list •Core messaging platform connected to friend list •Aggregator of services: e.g. one-stop-shop for all online needs “A consumer can now listen to music, watch videos, play games, create groups and share their location. When we look at what the next big development will be, multi-media integration is at the top of the list. The networks that can make this as seamless and intuitive as possible will be winners.” Multi-media integration is the next critical development Platform Facebook Friendster Twitter Youtube Criteria Quantifier Grade Result Grade Result Grade Result Grade Result 2. Technology Integration 5 5 25 3 15 1 5 2 10 Source: TNS Digital Study, 2010 11.11.2010 - 120 -
    • Appendix C: Criteria time spend People spend time on SNS Time Spend on SNS (%) 35 •Indonesians, Malaysia ns and Philippines 30 spend 25-33% of their 25 online time on SNS •Singaporeans around 20 15% 15 10 SG ID MY PH 5 Time Spend on SNS (h) 3,5 5,4 3,02 4,2 0 SG ID MY PH Source: comScore 11.11.2010 - 121 -
    • Appendix C: Criteria time spend Average Time Spend on Site •Users stay on Facebook and AVG Youtube •Time spend on Friendster is VN less •Only Youtube can compete TH with Facebook Averrage Time PH Spend on Site (min.) SG ID MY PH TH VN Facebook 25 26,4 30 30 28,2 20 MY Friendster 9,3 7,4 8,5 13 5,5 5 ID Twitter 14,4 16,2 10,3 13,3 10,5 7,3 SG Youtube 25 16,4 21,4 21,4 26,4 21,4 0 Platform 5 10 Facebook 15 20 Friendster 25 30Twitter 35 Youtube Criteria Quantifier Grade Result Grade Result Grade Result Grade Result Youtube (min.) Twitter (min.) Friendster (min.) Facebook (min.) Source: Ad Planner , 2010 3.Community Time online 8 5 40 1 8 2 16 4 32 11.11.2010 - 122 -
    • Appendix C: Criteria # applications Facebook‟s Applications •Restricted layout and small fonts, adding applications to the Facebook profile is easy •Due to Facebook Platform which allows developers to create applications to be shared and used within the Facebook community, •Facebook has a well of fun applications that users can add to their own and their friends’ profiles ranging from games, quizzes, polls, virtual gestures, etc. •Friendster offers only 3066 applications Platform Facebook Friendster Twitter Youtube Criteria Quantifier Grade Result Grade Result Grade Result Grade Result 3.Community # ofapplications 5 5 25 2 10 0 0 0 0 11.11.2010 - 123 -
    • Appendix C: Criteria content focus People love Social Networking Applications that users can add to their own and their friends’ profiles ranging from World 34 games, quizzes, polls, virtual gestures TH 41 •All kind of fun activities MY 49 •Over 12000 applications on Facebook ID 64 belong to the categories games & fun (23 160 in total) People who love Social Networking (%) •TH, MY and ID are clearly positioned above the world People want to have fun on SNs average of 34% •Indonesians tend to be Confrontitwithmoreseriouscontent passionate SN users ofTwitter! •People love SN  Emotionally addressed Source: Mindreader 2009 11.11.2010 - 124 -
    • Appendix C: Data sourcing Logical argumentation Statistical data Abstraction Survey Quotes Statistical Data: Reliable and fitting data Abstraction: Consider layer above Survey: Conducted at SMU Quotes: Conclusions of studies and quotations of experts 11.11.2010 - 125 -
    • Appendix C: Scoring model 11.11.2010 - 126 -
    • Appendix D Target Group 1. Potential today 4. Costs to talk to 2. Potential future them/influence them 3. Influenceability with SM Back 11.11.2010 - 127 -
    • Appendix D: Potential today 1. Potential Today – SM-Reach Importance “If they are not on Social Networks LH just can´t reach them!” Figure  FB as representative of SN in general  distribution is similar between the countries Key findings 1.)18-24 2.)25-34 3.)0- 18 11.11.2010 - 128 -
    • Appendix D: Potential today 1. Potential Today – Economic Potential (1/2) GDP/Capita Price for a ticket GDP per Capita $3265 $700 Country GDP per capita => Only the richest people are potential Singapore 40336 customers! (except Singapore and Malaysia) Indonesia 2858 => Correlation between education and wealth: Philippines 1745 “The relationship between education and Malaysia 6948 income is direct“ (UNICEF) Thailand 3737 Vietnam 1040 => well educated! Average 9444,00 Average (without SG) 3265,6 11.11.2010 - 129 -
    • Appendix D: Potential today 1. Potential Today – Economic Potential (2/2) Consumption Importance “To be a potential customer you have to be able to buy a ticket!” Figure  consumption/income in Phillipines as a representative for the whole region (except Singapore)  supported by consumption smoothing  consumption vs. income Key findings Income 1.)18-24 2.)25-34 3.)0-18 11.11.2010 - 130 -
    • Appendix D: Potential today 1. Potential Today – SM-Reach  Economic Potential Potential of Target Group =people who are… 1.) on Social Networks 2.) who can afford it => There are app. 2 times more people on SN in the age of 18-25 then in the age of 0-18 or 25-34 In the age groups of 0-18 or 25-34 have to be 2 times more people who can afford it then in the age group of 18-25 for equalization! => 1.) 18-25 2.)25-34 3.)35-44 11.11.2010 - 131 -
    • Appendix D: Potential future 2. Potential future – Economic-Development (1/3) Importance “Asia is the fastest growing area in the world!” GDP Growth 2007 2008 2009 Average Singapore 7,7 4,9 5,8 6,13 Indonesia 6,3 6 6,2 6,17 Phillipines 7,2 5,5 6,1 6,27 Malaysia 6,3 5,4 5,6 5,77 Thailand 4,8 5 5,2 5,00 Vietnam 8,5 6,5 6,8 7,27 Average 6,80 5,55 5,95 6,10 11.11.2010 - 132 -
    • Appendix D: Potential future 2. Potential future – Economic-Development (2/3) Malaysia Importance 2010 “Asia is the fastest growing area in the world!” Figure 1. demographic development 2020 11.11.2010 - 133 -
    • Appendix D: Potential future 2. Potential future – Economic-Development (3/3) Importance “Asia is the fastest growing area in the world!” Figure 1. demographic development Soft Factors: 1. The best educated people are said to profit the most and in first place! Key findings 1.)0-18 2.)18-24 3.)25-34 11.11.2010 - 134 -
    • Appendix D: Potential future 2. Potential future – SM-Development (1/2) Malaysia Importance 2010 “Brand Awareness needs time and is a long time Goal!” Figure 1. demographic development 2. SN growth in the age Groups! Key findings 2020 1.)45-60 2.)35-44 3.)25-34 11.11.2010 - 135 -
    • Appendix D: Potential future 2. Potential future – SM-Development (2/2) Importance “Brand Awareness needs time and is a long time Goal!” Figure 1. Demographic Development 2. FB growth in the age Groups!  huge differences between countries  FB as a representativ?  only 3-month average 11.11.2010 - 136 -
    • Appendix D: Influenceability with SM 3. Influenceability with SM (1/3) 0-18 18-24 25-34 35-44 45-100 Influencers 1 Communicator 2 Networkers Knowledge Seeker 3 Funktionals Aspirers 11.11.2010 - 137 -
    • Appendix D: Influenceability with SM 3. Influenceability with SM (2/3) 11.11.2010 - 138 -
    • Appendix D: Influenceability with SM 3. Influenceability with SM (3/3) 11.11.2010 - 139 -
    • Appendix D: Costs to talk to them 4. Costs to talk to them/influence them 11.11.2010 - 140 -
    • Appendix E Best Practice Analysis 1. Twitter 3. Starbucks 2. Nokia 4. Sheraton Back 11.11.2010 - 141 -
    • Appendix E: Twitter Penetration 1. Twitter Penetration – June 2010 Importance Top 20 countries in terms of % reach of Twitter Key % 1) Indonesia 20.8 2) Brazil 20.5 3) Venezeula 19 4) Canada 13.5 5) Mexico 13.4 6) US 11.9 7) Argentina 10.5 8) Columbia 9.6 9) Malaysia 7.7 11.11.2010 - 142 -
    • Appendix E: Nokia FB Fans 2.1 Nokia Facebook Fans 11.11.2010 - 143 -
    • Appendix E: Starbucks FB Fans 2.2 Starbucks Facebook Fans 11.11.2010 - 144 -
    • Appendix E: Sheraton FB Fans 2.3 Sheraton Facebook Fans 11.11.2010 - 145 -
    • Appendix E: Twitter Penetration 11.11.2010 - 146 -
    • Appendix E: Nokia FB Fans 11.11.2010 - 147 -
    • Appendix E: Starbucks FB Fans 11.11.2010 - 148 -
    • Appendix E: Sheraton FB Fans 11.11.2010 - 149 -