13. Three kinds …
Norms & Beliefs Values Traditions
we 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 sharing
we are social
16. Example: “Private domain” gap.
Also true for brands
• Brands often keep reserved
• tend to hide behind their
logo
we 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 hours
we 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
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
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
45. 5 Steps to Success
Listen Plan Realize Integrate Adapt
we are social
46. 5 Steps to Success
Listen Plan Realize Integrate Adapt
we 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 B
we are social
48. Thank You!
Bastian Scherbeck / @thehartworker
bastian.scherbeck@wearesocial.de
wearesocial.com
we are social
Editor's Notes
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