International Social Media Seminar

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On Tuesday morning Kaizo and two of its European partners from the Worldcom Public Relations Group ran a breakfast seminar on international social media. …

On Tuesday morning Kaizo and two of its European partners from the Worldcom Public Relations Group ran a breakfast seminar on international social media.

The aim was to provide attendees with insights into social media trends across different countries in Eastern and Southern Europe and offer advice on how to begin developing an international social media strategy.

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  • Copyright © 2010 CA
  • Copyright © 2010 CA
  • Copyright © 2010 CA
  • Copyright © 2010 CA
  • Copyright © 2010 CA
  • Copyright © 2010 CA
  • Copyright © 2010 CA
  • Copyright © 2010 CA
  • Copyright © 2010 CA
  • Copyright © 2010 CA


  • 1. International social media An EMEA and global perspective
  • 2. Social media in Eastern EuropeMay, 2012Patrik Schober
  • 3. The Worldcom PR Group The Worldcom Public Relations Group is the worlds leading network of independently owned public relations firms.  Established in 1988, over 24 years in the market  Professional independent public relations firms serve national, international and multi-national clients while retaining the flexibility and client-service focus  Worldcom clients have on-demand access to PR experts who understand the local language, culture and customs The Worldcom Public Relations Group has 120 offices in 97 cities in 42 countries on six continents with more than 2,000 employees and a revenue of more than US $300 million in 2011 The Worldcom Group EMEA consists of 36 agencies with 594 staff members with US $ 80 million of combined agency billings in 2011
  • 4. The Worldcom PR GroupAreas of Expertise
  • 5. Optimizing Resources and OrganizationsWorkflow flexibility optimized for your business Avoiding bureaucracy and process redundancies increases ROI and effectiveness Worldcom allows you to develop a one to one local relation or a lead agency model relations Delivering your PR program in Europe must allow synergies, time optimization without losing local flavour and communication opportunities Worldcom independent structure allows flexibility to adapt to your own structure
  • 6. References More than 1,100 companies belonging to all types of industry are served by EMEA offices. Some of our current clients are:
  • 7. Cultural differences and Media Usage inEastern Europe
  • 8. Cross Cultural Business behaviour 100% 90% 80% 70% US 60% 50% UK 40% 30% Germany 20% 10% France 0% Denmark Russia Turkey
  • 9. Media usage in Eastern Europe Printed dailies are very popular in most EE countries – almost 90% of adult population in these countries read some daily and listen to radio Looking at market trend data the percentage of E. Europeans reading newspapers is actually down 3% since 2008 and has decreased 8% since 2004 News reading is moving online with 56% of E. European internet users visiting news websites Great difference between circulation of national newspapers in different countries – differ on size of market – Russia: Argumenty i Fakty – cisrculation 2,7mil. Latvia: Diena – circulation 31.000pc 54% of E. Europeans are online vs. 79,6% of Americans but 76% of Eastern European users have broadband vs. 60% of Americans Most of E-publishing houses are in ownership of international companies like Axel Springer, IDG, Burda, Bauer, etc. Hungary is nr. 3 in the World in watching TV – 260minutes/day/person, 80 TV channels in Hungarian
  • 10. Social media in Eastern Europe
  • 11. The most popular networks in Croatia Social networks Microblogs Blog Facebook (1,000.000 users) Twitter Iskrica Zrikka (350,000 users) Flickr Trosjed (100,000 users) Tulumarka (52,000 users) B2 (24,000 users)
  • 12. Most popular social networks – Czech Republic Social networks:,,, Blogs, microblogs: Multimedia shared networks: YouTube, Flickr, Picasa,, Flagging: Linkuj, jagg, Digg, Delicious ... Wikipedia, Second Life, discussion ...
  • 13. Most popular social networks - Hungary MyVipacebook  Popular mainly among teenagers  2.700.000 (non-audited data),96 million active users  message board: yesaturation in total population is 39,65%  applications, games: yes (dating apps mostly)  groups for brandsaturation in online population is 86,2%2% women; 48% men Twitter  registered users in Hungary: 11.0008-44-year-old age group is the biggest: 67% of totalusers  Popular mainly among 25-34 aged people but more and more teenagers registerwiw Tumblr  Popular mainly among 25-34 aged peopleegistered users: 4.500.000  allows to share content to non-registered users: yesopular mainly among middle-aged peopleessage board: yes
  • 14. Most popular social networks - LatviaMost popular social networks  – 1 200 000 registered persons; active users - 672 811  - 910 000 registered; active users – 330 000  Facebook – 350 280 registered personsMost popular blogs  The leading news portal DELFI Blogs - 330 000 users ( portal users - 676 000)  News agency LETA bussines portal Blogs – 20 000 usersMost popular micro blogs  Twitter – 100 000 registered persons; active users - 20 000
  • 15. SOCIAL MEDIA IN POLAND TOP FIVE of the most popular social media in Poland No. Service name Real users Page views 1 12 057 100 2 8 074 148 3 (community) 5 911 075 342 351 720 4 (community) 4 719 710 44 864 469 5 (community) 4 658 815 65 985 - Polish social networking service (similar to has 12 million Facebook is gaining more users very fast and is registered users. The service has inspired a having right now already more than 8 million lot of new users – middle aged and older, users in Poland. Its applications are already people from small towns and rural areas – integrated on all polish portals and many young previously indifferent to the possibilities users merged already from nk because it is offered by the Internet. more international.
  • 16. Social Media in Russia Social networks:  Vkontakte  Facebook  Odnoklassniki   RuTube Blogs  YouTube  Livejournal  Blogs.Mail.Ru  Social networks for professional Microblogs communities:  Twitter    Moi krug  Social news service  Habrahabr  News2  Turbina  live HH
  • 17. The Most Popular Social Networks - Russia The most popular Social Networks in Runet Number of Runet users in (Russian Internet): Social Network • • Vkontakte • Moi Mir 2% Runet users do not use any social networks at all
  • 18. Case studies
  • 19. Case study – Hungary – Media UnionClientMedia Union – this is a charity organization in Hungary, formed by the biggest media companies (it is similar to theUS Ad Council); every year it has a special topic and there is a wide scale public awareness media campaign aboutthat issue. Last year the topic was: social integration of disabled people – Worldcom Partner Probako PR held thecampaignSolutionProbako had four real disabled participants. The basic idea was to open their everyday life to the public via SMProbako launched a website and 4 FB profiles for our „heroes” – they answered questions, participated indiscussions etc. and the whole thing was integrated to campaign website. So their activities could be followed in FBand in paralell at campaign websiteResultsThe campaign was very well accepted on SM platformsAll pages had thousands of likes (and very significant activity level)The campaign was awarded in a local advertising festival andProbako received a special award at European level in Brussels
  • 20. Case study – Czech – D-LinkProject-To establish continuous communications between D-Link, customers, distributors and resellersSolution-For B2B communications was launched portal called D-Best with loyalty program, blog, news, discussion forum-Facebook profile with news and contests-DLinkTVcz YouTube channel with local, dubbed or subtitled videos-Professional blogger to follow blogs, forums, discussions-eTail reviews of products and discussionsResults-1400 registered resellers on D-Best, about 700 are active users-D-Best awarded as best IT PR project on Czech PR Award for 2010-1500 fans on Facebook site with average 3 posts a week, 30 active fans weekly- 12 videos with average 500 views-50+ blogs and forums followed with average 20 posts a week-82 products reviewed on eTails and following discussions
  • 21. Case study – Czech – D-LinkGeocashing – traveling Sid  Real-world outdoor treasure hunting game.  Players try to locate hidden containers – in our case Sid, called geocaches, using GPS-enabled devices and then share their experiences online.  Player should take a picture with Sid and send this picture to our e-mail and we publish it on Facebook page and give to this player a present.  Created a map which shows where Sid hase been  Players could share their experiences also on our facebook page.
  • 22. Conclusion
  • 23. Social media in Eastern Europe Facebook is nr. 1 in all EE countries except Hungary, Poland, Latvia and Russia Only 1mil. users together of Twitter and Facebook in Russia Blogging is not really popular except Russia, and so Twitter is usually used by few professionals and journalists, for example in Hungary only 11.000 registered on Twitter Only 2% of Russian users of internet do not use any social network at all, the biggest activity is on blogs Wide usage of internet and social media in Adriatic countries (ex-Yugoslavia) Czech is only country in EU where Google is not nr. 1 in search engines ( is the leader) YouTube is widely used in whole EE, only in Russia is used Eastern European public is not used to work with Picasa or MySpace and Flicker, but usage is growing rapidly
  • 24. Contacts Patrik Schober Worldcom Business Development Chair EMEA Phone: +420 224 913 001
  • 25. Picture 1 Social Media in Southern Europe The online landscape in Italy Diegi Biasi – Business Press May 29th, 2012
  • 26. In Italy today Social Networks reach million users of the Italian online population26
  • 27. Growth of social networks Facebook sets apart from competition27
  • 28. Facebook Mission “Giving people the power to share and make the world more open and connected”28
  • 29. Penetration in the first 10 markets29
  • 30. Four major change agents30
  • 31. Social tools win in business31
  • 32. All industries are social savvy32
  • 33. Questions? Diego Biasi +39 02 72585.1 +39 335 634129033
  • 34. Going SocialThe strategic choices for international organisations
  • 35. So what is social media?
  • 36. These conversations will shape your success• We live in the recommendation generation• Trusted content is at the heart of purchase decisions• Social media has a role in shaping what people say about a brand – online and offline
  • 37. The challenges of online conversations• Social media enables people with shared interests to have conversations online that would otherwise happen offline• These can be related to a wide range of topics from purchase decisions to the quality of a service experience. This raises a number of challenges for global organisations• Each challenge raises a strategic choice
  • 38. Strategic choices for social media
  • 39. The challenges for a global company– Deciding who is authorized to participate in online conversations– Deciding what content is authorized to be shared in online conversations– Contributing in a conversational style rather than just force-feeding company content– Conversing in the language of choice at a local level– Co-ordinating thought leadership with demand generation and service delivery
  • 40. 1. Driven by business imperatives or by tactical initiatives?• Vendors have evolved their approach as social media has evolved• Best practice points to the need for an over-arching strategy that ties social media activity to the achievement of organisational goals – Clear KPIs at an organisational level can be translated into measurement at an activity level – Identifies clear roles for thought-leadership, demand generation and service delivery and how these should be integrated – Enables the delivery of compelling interaction on a global, regional and local level
  • 41. 2. ‘Benevolence’ or commercialism?• At the heart of social networking is Benevolence – the unselfish and kind-hearted behaviour that engenders and promotes recognition and reciprocity, and in doing so, earns the goodwill of those around them.• This is the hub of social networking with a purpose, mission, and a genuine intent to grow communities based on trust, vision, and collaboration• Lessons from other vendors shows that audiences are tiring of a ‘sales only’ content diet and respond positively to an approach which appears to add value without a sales message attached (Kerry@Dell)
  • 42. 3. Monologue or dialogue?‘Many companies approach social media as a list of technologies to be deployed as needed – a blog here, a podcast there – to achieve a marketing goal’ Forrester• Best practice points to the need to see social media/networks as the opportunity for direct engagement with customers, prospects and influencers• This requires active conversations where company representatives are free to add value to a conversation rather than just deliver a marketing-led monologue• It also requires conversations to be had at a local level to be meaningful to the audience• There are clearly cost implications of doing this right
  • 43. 4. A social enterprise or the responsibility of the few?• Best practice demonstrates that to become a ‘social enterprise’ organisations empower their employees to contribute in social networks – Activity by the masses rather than the few increases the opportunity for enhanced share of voice – Good training and easy to follow social media guidelines minimises the risks – More freedom within clear parameters reduces the need for headcount dedicated to the social media task – Enables appropriate activity at global, regional and local level
  • 44. 5. Controlled or empowered?• Linked to the social enterprise question is whether there are tight approval processes for what is said online• Best practice points to the need for freedom to engage within clearly defined parameters and well understood personal responsibilities• Easier to ‘monitor’ at a regional level
  • 45. 6. Bring people to the brand or go where they already interact?• In the early days of social media experimentation, vendors created blog platforms as an extension of their website and worked hard to attract people to interact there• Increasingly best practice shows that brands are moving to where people already interact – whether it is Facebook, LinkedIn or some other platform• UnileverVIP is a best practice example
  • 46. 7. Structured by the needs of theaudience or by the silos in the business? • Best practice shows that social media strategies should match the way people participate in social media • Doing so creates a model for selecting the most appropriate platforms and how to behave • Focuses organisation on the quality of the interaction rather than the frequency of activity • Accentuates the need for appropriate local content
  • 47. 8. Match to local culture and language or adopt a single global flavour?• Vendors have often started with central platform to engage audiences• Best practice shows that this needs to be able to match the needs of local audiences with local content and in local language
  • 48. Why should you care?Use social media to…• Listen• Maintain a dialogue• Build relationships• Promote• Manage reputation• Solve problems• Enhance service delivery• Enhance marketing and PR• Give leadership status• Generate leads• Build trust
  • 49. Social media behaviour
  • 50. Lessons from Successes and Failures Remember the 90:9:1 Rule 9090% just consume content 99% will rate or comment on content 1
  • 51. Get the motivational mix rightUse the 4 Fs3. Fame4. Fortune5. Fun6. Fulfilment
  • 52. Harness other people’s ideasPeople are happy togive their ideas andcontent away fornothing
  • 53. KISS: Keep it Simple, Stupid• Simplicity is key for the success of online platforms• The goal should be to make it really quick and easy for participants to participate• The goal should be 1-click participation, and it should be crystal clear what participation requires through easy to read instructions
  • 54. UnileverVIP
  • 55. Social engagement and innovation in one on Facebook• Social engagement and innovation pilot• Over 70,000 people• Proves the power of true involvement• Demonstrates the commercial value of social media
  • 56. HighlightsUnilever VIP has demonstrated that it can deliver:•Significant improvement in propensity to buy•Product trial across brands•Content shared by advocates across the social web•Helpful insight for brand teams to aid decision-making, campaign creation and product development•Significant improvements in brand advocacy
  • 57. Propensity to buy grows with time involvedDouble point rise in ‘definitely will buy’ Unileverdigit brands & products* *average across all participating Unilever VIP brands
  • 58. Motivated to try new brands and products “I always like to try “Because Unilever is such something new but a friendly brand and open when you listen to my to hear our side of the view and opinions and story its definitely promotions gets me encouraged me to buy motivated to buy more Unilever products some” than previously” “All the brands I have tried...but several products I wouldn’t of tried I have tried from hearing about it on here”
  • 59. Changing behaviour, stimulating purchase and driving advocacy I would certainly buy this Have alreadyI will be buying it from product in the recommended to friendsnow on I cant praise it supermarket and and family and it has enough. Thank you recommend it to my made it onto my weekly Unilever for another friends 10 out of 10 for shopping list. amazing product. this one. (Flora Buttery) (Cif Multi-Purpose (Comfort Vanilla & Gold) Actifizz) Wow! My hair felt like I had had an expensive salon Totally brilliant cleaning treatment. This is amazing! It agent. Ill definitely be will certainly be top of my buying this again and hair care list from now on. recommending it to (Dove Hair) friends and family (Cif Multi-Purpose Actifizz)
  • 60. Advocacy/loyalty grows with time involved High double point rise in likelihood to recommend Unilever brands digit & products*A 10 pointincrease in‘likelihood torecommend’ isconsidered tobe world class *average across all participating Unilever VIP brands
  • 61. Manage the Process• Social media needs managing and resourcing• Success doesn’t happen by accident
  • 62. Standing on the shoulders of giants• Breakthrough companies give customers what they want – not what they expect the market to provide• In the social media world people want access to people/brands they trust to provide information/experiences that entertain, reward and fulfil• Those that embrace social engagement will see
  • 63. Round up• Start with a strategy that links to KPIs the business values – ‘likes’ usually don’t rate with shareholders• Think local with global consistency – not the other way round• Pick the right platforms for the territory – it’s not a Facebook world – yet?• Think conversations – then resource so you can be active in the conversations• Tailor these to different needs – sales, service, awareness, education….• Turn conversations into relationships – make your presence sticky• Mobile - it’s just social engagement on the move• Think recommendations – you can monetise social
  • 64. Questions?For more information contact Crispin Manners