Europe is different
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Presentation held at the 2012 SXSW Interactive
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Europe is different
- 1. Europe is different. we are social
- 3. we are social we are social
- 4. we are a conversation agency we 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 not we are social
- 12. Cultural differences we are social
- 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
- 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 successful your strategy will turn out to be in Europe we are social
- 25. Different Social Media landscapes we are social
- 26. The facebook case we are social
- 27. Global average a user stays on Facebook in January 2012: 405 minutes Source: Comscore we are social
- 28. Facebook is massive and in terms of market share dominating almost 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 share positive brand experiences on social media we are social
- 33. The Twitter case we 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 Twitter we are social
- 39. Something this easy can‟t be anything … we are social
- 40. Differing brand positioning we 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 time we are social
- 44. II. Roll-out based on a strategic process 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