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Presentation held at the 2012 SXSW Interactive

Presentation held at the 2012 SXSW Interactive

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  • Simplytransfering the campaign to Europe two years later …
  • Simplytransfering the campaign to Europe two years later …
  • Pic showing hot air
  • Search examples of differing brand positioning online!
  • Brands have invested less – fragmented markets / scale of the markets

Transcript

  • 1. Europe is different.we are social
  • 2. Introwe are social
  • 3. we are socialwe are social
  • 4. we are a conversation agencywe are social
  • 5. Europe is different?we are social
  • 6. It actually seems to be pretty close …we are social
  • 7. It actually seems to be pretty close …we are social
  • 8. Great! What works in one country can be taken and implemented in another country with no changes!we are social
  • 9. Great idea hm?we are social
  • 10. Hmmm …we are social
  • 11. Reasons why it’s notwe are social
  • 12. Cultural differenceswe are social
  • 13. Three kinds … Norms & Beliefs Values Traditionswe are social
  • 14. Norms and Beliefs We are talking about attitudes. About beliefs and behavior within different groups within the society. Essentially, we are talking about what is ‘right’ and ‘wrong’we are social
  • 15. Example: “Private domain” gap • users tend to strictly divide private and business life • less contacts in social networks • higher resistance to sharingwe are social
  • 16. Example: “Private domain” gap. Also true for brands • Brands often keep reserved • tend to hide behind their logowe are social
  • 17. Example: “Data privacy” gap • A key cultural difference • Europeans regard this as a universal and individual right. • US social networks share user data and information with other 3rd parties ‘inasmuch as new services to our customers and community can be offered’.we are social
  • 18. Example: “Availability” gap • restricted access to social networks and other socially enabled platforms • considerably less desktop usage during daytime / working hourswe are social
  • 19. Values Part of “values” is the respect which people have for each other, how people interact.we are social
  • 20. „Sie“ vs. „Du“ „vous“ vs. „toi“ „lei“ vs. „tu“ „usted“ vs. „tu“we are social
  • 21. we are social
  • 22. Traditions It is about how a region has „grown up‟ to be what they are now.we are social
  • 23. we are social
  • 24. Culture plays a major role in how successfulyour strategy will turn out to be in Europewe are social
  • 25. Different Social Media landscapeswe are social
  • 26. The facebook casewe are social
  • 27. Global average auser stays onFacebook in January2012:405 minutesSource: Comscorewe are social
  • 28. Facebook ismassive and interms ofmarket sharedominatingalmost globally.So: What„s so„different“about it?we are social
  • 29. The devil is in the detail ... we are social
  • 30. European brand fans - put in perspective Europe has the lowest share of brand fans, 51%. Brand followers 51% 60% Average no. of brands followed 12,2 9,3 57% 62% 20,2 7,9 70% 15,6 55% 19,6 55%we are social 8,3
  • 31. Does it all come down to this?we are social
  • 32. But experience shows: People prefer to sharepositive brand experiences on social mediawe are social
  • 33. The Twitter casewe are social
  • 34. 6 Milliarden. Die Anzahl der auf Flickr gehosteten Bilder.we are social
  • 35. An Americans’ view of Twitter “Twitter‟s promise provides a perfect fit to American culture. A nation of immigrants, Americans are constantly on the go and always setting the stage for themselves in front of new people. The quick chat here and there reassures them and provides confirmation of social acceptance.”we are social
  • 36. From dishwasher to follower millionaire …we are social
  • 37. A Germans’ view of Twitter There is a big Twitter paradox: most are aware of Twitter, only very few are using it.we are social
  • 38. A Germans’ view of Twitterwe are social
  • 39. Something this easy can‟t be anything …we are social
  • 40. Differing brand positioningwe are social
  • 41. What You need to do!we are social
  • 42. I. Acknowledge that Europe is different!we are social
  • 43. II. Use your advantage in timewe are social
  • 44. II. Roll-out based on a strategic processwe are social
  • 45. 5 Steps to Success Listen Plan Realize Integrate Adaptwe are social
  • 46. 5 Steps to Success Listen Plan Realize Integrate Adaptwe are social
  • 47. Potential Structure Event Global National Local Brand Emotion Emotion Event Sales Event Sales CRM BMW Group View corporate For example: HR Brand A Brand B For example For example facebook.com/BrandA.DE or Facebook.com/BrandA.Muni Brand C Facebook.com/BrandA.UK ch brand Brand D Subbrand A Subbrand Bwe are social
  • 48. Thank You! Bastian Scherbeck / @thehartworker bastian.scherbeck@wearesocial.de wearesocial.comwe are social