GLOBAL SOCIAL 
HOW TO MANAGE SOCIAL MEDIA ACROSS CULTURES 
SIMON KEMP • WE ARE SOCIAL 
awree social 
We Are Social @weares...
We Are Social B2B Social • @wearesocialsg • 2
CONTEXT 
Social media is a truly global phenomenon, with 
people from all over the globe interacting with 
each other via ...
AUG 
2014 
GLOBAL DIGITAL STATISTICS 
ACTIVE 
INTERNET USERS 
TOTAL GLOBAL 
POPULATION 
ACTIVE SOCIAL 
MEDIA USERS 
UNIQUE...
THE 6CS OF GLOBAL SOCIAL: 
1. CONVERSATION 
2. CULTURE 
3. CONTENT 
4. COUNTRY NEEDS 
5. CELL PHONES 
6. COMMUNITIES 
We A...
#1 
CONVERSATION 
We Are Social @wearesocialsg • #GlobalSocial • 6
WITHOUT CONVERSATIONS, 
SOCIAL MEDIA AREN’T SOCIAL 
We Are Social @wearesocialsg • #GlobalSocial • 7
FOR BRANDS, IT’S THESE CONVERSATIONS 
THAT CAN ADD THE GREATEST VALUE 
We Are Social @wearesocialsg • #GlobalSocial • 8
CONVERSATIONS ALLOW US TO UNDERSTAND 
PEOPLE AND EXCHANGE MUTUAL VALUE 
We Are Social @wearesocialsg • #GlobalSocial • 9
BUT TO HAVE CONVERSATIONS, WE NEED 
TO BE ABLE TO UNDERSTAND EACH OTHER 
We Are Social @wearesocialsg • #GlobalSocial • 10
SUCCESSFUL 
“ 
COMMUNICATION ISN’T 
ABOUT WHAT WE SAY; 
IT’S ABOUT WHAT OTHER 
PEOPLE UNDERSTAND. 
We Are Social @wearesoc...
WHAT LANGUAGE DOES YOUR 
AUDIENCE PREFER TO SPEAK? 
We Are Social @wearesocialsg • #GlobalSocial • 12
HOW DO THEY ADAPT THAT LANGUAGE IN 
THEIR SOCIAL MEDIA CONVERSATIONS? 
We Are Social @wearesocialsg • #GlobalSocial • 13
TIP #1: LISTEN TO THE WAY YOUR AUDIENCE 
SPEAKS, AND ADAPT TO THEIR STYLE 
We Are Social @wearesocialsg • #GlobalSocial • ...
#2 
CULTURE 
We Are Social @wearesocialsg • #GlobalSocial • 15
CULTURE VARIES WIDELY AROUND THE 
WORLD, EVEN IN NEIGHBOURING COUNTRIES 
We Are Social @wearesocialsg • #GlobalSocial • 16
BRANDS MUST BE PARTICULARLY AWARE 
OF DIFFERING BELIEFS AND ATTITUDES 
We Are Social @wearesocialsg • #GlobalSocial • 17
IMPORTANT CULTURAL CONSIDERATIONS 
FESTIVALS PROHIBITION 
WHICH SPECIAL DAYS 
AND EVENTS DEFINE 
YOUR AUDIENCE’S 
‘LIFE CA...
HOW DOES RELIGION IMPACT YOUR 
AUDIENCE AND YOUR ROLE IN THEIR LIVES? 
We Are Social @wearesocialsg • #GlobalSocial • 19
DO PEOPLE’S VIEWS OF COLLECTIVISM vs 
INDIVIDUALISM AFFECT SOCIAL INTERACTION? 
We Are Social @wearesocialsg • #GlobalSoci...
TIP #2: BUILD STRATEGIES FOR CULTURES 
AND COMMUNITIES, NOT FOR PLATFORMS 
We Are Social @wearesocialsg • #GlobalSocial • ...
#3 
CONTENT 
We Are Social @wearesocialsg • #GlobalSocial • 22
MOST PEOPLE USE A VARIETY OF SOCIAL 
MEDIA PLATFORMS IN DIFFERENT SETTINGS 
We Are Social @wearesocialsg • #GlobalSocial •...
AUG ACTIVE USERS BY SOCIAL PLATFORM 
2014 
BASED ON ACCOUNTS THAT HAVE LOGGED IN AT LEAST ONCE IN THE PAST 30 DAYS, IN MIL...
HOWEVER, PEOPLE CAN MIGRATE TO 
NEW PLATFORMS RELATIVELY QUICKLY 
We Are Social @wearesocialsg • #GlobalSocial • 25
BRANDS MUST BE CAREFUL TO AVOID 
PUTTING ALL THEIR EGGS INTO ONE BASKET 
We Are Social @wearesocialsg • #GlobalSocial • 26
CREATE CONTENT THAT AUDIENCES CAN USE 
ACROSS DIFFERENT SOCIAL PLATFORMS 
We Are Social @wearesocialsg • #GlobalSocial • 2...
TIP #3: BUILD ACTIVITIES AROUND PEOPLE’S 
INTERESTS, NOT AROUND TECHNOLOGY 
We Are Social @wearesocialsg • #GlobalSocial •...
#4 
COUNTRY NEEDS 
We Are Social @wearesocialsg • #GlobalSocial • 29
HOW MUCH DO YOUR BRAND’S 
OBJECTIVES VARY ACROSS COUNTRIES? 
We Are Social @wearesocialsg • #GlobalSocial • 30
HOW DIFFERENT ARE THE CHALLENGES 
YOU FACE IN DIFFERENT COUNTRIES? 
We Are Social @wearesocialsg • #GlobalSocial • 31
HOW MUCH DO PEOPLE’S ATTITUDES 
TOWARDS YOUR BRAND VARY BY COUNTRY? 
We Are Social @wearesocialsg • #GlobalSocial • 32
CAN YOU TELL THE SAME ‘STORY’ IN EACH 
MARKET, OR WILL YOU NEED TO ADAPT IT? 
We Are Social @wearesocialsg • #GlobalSocial...
HOW DO LEGISLATIVE ISSUES IN DIFFERENT 
MARKETS AFFECT YOUR SOCIAL ACTIVITIES? 
We Are Social @wearesocialsg • #GlobalSoci...
HOW MIGHT OTHER LOCAL MARKETING 
ACTIVITIES IMPACT SOCIAL MEDIA EFFORTS? 
We Are Social @wearesocialsg • #GlobalSocial • 3...
TIP #4: DEVELOP A STRATEGY THAT’S FLEXIBLE 
ENOUGH TO MEET VARYING COUNTRY NEEDS 
We Are Social @wearesocialsg • #GlobalSo...
#5 
CELL PHONES 
We Are Social @wearesocialsg • #GlobalSocial • 37
SOCIAL MEDIA IS INCREASINGLY MOBILE, 
ESPECIALLY IN DEVELOPING ECONOMIES 
We Are Social @wearesocialsg • #GlobalSocial • 3...
THIS MOBILITY PRESENTS AN OPPORTUNITY 
TO REACH PEOPLE ANYWHERE, ANYTIME 
We Are Social @wearesocialsg • #GlobalSocial • 3...
HOWEVER, THE MOBILE EXPERIENCE VARIES 
SIGNIFICANTLY AROUND THE WORLD 
We Are Social @wearesocialsg • #GlobalSocial • 40
JUN 
2014 GLOBAL MOBILE HANDSET SHARE 
70% 30% 
4.5 BILLION 
FEATURE PHONES 
IN USE GLOBALLY 
1.9 BILLION 
SMARTPHONES 
IN...
JUN 
2014 GLOBAL MOBILE CONNECTIVITY 
36% 64% 
BROADBAND DATA 
CONNECTION 
BASIC DATA 
CONNECTION 
We Are Social @wearesoc...
HOW DO CONNECTION SPEEDS AND SCREEN 
SIZE IMPACT THE ‘OPTIMUM’ EXPERIENCE? 
We Are Social @wearesocialsg • #GlobalSocial •...
TIP #5: TAILOR CONTENT FOR MOBILE-CENTRIC 
ENGAGEMENT AND SHARING 
We Are Social @wearesocialsg • #GlobalSocial • 44
#6 
COMMUNITIES 
We Are Social @wearesocialsg • #GlobalSocial • 45
YOUR BUDGETS MAY BE DEFINED BY 
GEOGRAPHY, BUT SOCIAL MEDIA IS GLOBAL 
We Are Social @wearesocialsg • #GlobalSocial • 46
SOCIAL COMMUNITIES ARE DEFINED BY 
SHARED BELIEFS, NOT COUNTRY BORDERS 
We Are Social @wearesocialsg • #GlobalSocial • 47
FOCUS ON WHAT UNITES YOUR AUDIENCE, 
NOT WHAT DIVIDES YOUR BUDGETS 
We Are Social @wearesocialsg • #GlobalSocial • 48
TIP #6: DEFINE YOUR STRATEGY AROUND 
PEOPLE’S PASSIONS, NOT THEIR PASSPORTS 
We Are Social @wearesocialsg • #GlobalSocial ...
GET MORE TIPS AND INSIGHT: 
WEARESOCIAL.SG 
We Are Social @wearesocialsg • #GlobalSocial • 50
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. 
WE HELP BRANDS TO LISTEN TO, UNDERSTAND, 
AND ENGAGE IN CONVERSATIONS IN S...
WE ARE SOCIAL SINGAPORE 
SIMON KEMP, REGIONAL MANAGING PARTNER 
@WEARESOCIALSG 
SAYHELLO@WEARESOCIAL.SG 
+65 6423 1051 
HT...
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Global Social Media For Brands

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More than 2 billion people around the world used social media in the past 30 days, and these numbers are still growing at an impressive rate. This connected, vocal audience presents huge opportunities that marketers won’t want to miss, but social success requires a different approach in different countries and cultures around the world. So how can marketers get global social ‘right’? The answer lies in the 6Cs of Social, which we explore in this presentation and our accompanying analysis, which you'll find at http://wearesocial.sg/blog/2014/08/6cs-global-social-media/

Published in: Social Media, Business
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  • Thanks for your comment @coralpeng - we recognise that this may not represent the usage we see on the street, but Tencent is reporting these as active user numbers on Tencent Weibo, so we'll rely on those for now. It's a bit like the same debate on Google+ in the US, and is probably dependent on what platforms define as 'active' use. Having said that, if you have more reliable numbers - for this or any other platform in China - we'd love to see them!
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  • page 24, don't just grab the data, check with locals, Tencent Weibo isn't the leading Weibo service in China. putting it up there doesn't make any sense.
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  • Nice presentation Team. However, a small correction. Please modify statements similar to 'How do brand's...' on slides, into a grammatically correct form, such as 'How does brand's...' or 'How do brands''...
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Global Social Media For Brands

  1. 1. GLOBAL SOCIAL HOW TO MANAGE SOCIAL MEDIA ACROSS CULTURES SIMON KEMP • WE ARE SOCIAL awree social We Are Social @wearesocialsg • #GlobalSocial • 1
  2. 2. We Are Social B2B Social • @wearesocialsg • 2
  3. 3. CONTEXT Social media is a truly global phenomenon, with people from all over the globe interacting with each other via social platforms every day. This global reach represents a significant opportunity for brands, but global diversity can make things complicated. This report explores the elements that marketers must consider when developing a multi-market social media strategy, explaining how to maximise economies of scale, whilst ensuring that social activities are tailored to specific local needs. We Are Social @wearesocialsg • #GlobalSocial • 3
  4. 4. AUG 2014 GLOBAL DIGITAL STATISTICS ACTIVE INTERNET USERS TOTAL GLOBAL POPULATION ACTIVE SOCIAL MEDIA USERS UNIQUE ACTIVE MOBILE USERS ACTIVE MOBILE SOCIAL USERS 7.18 2.95 BILLION BILLION URBAN POP: 52% PENETRATION: 41% PENETRATION: 28% PENETRATION: 50% PENETRATION: 22% We Are Social • Sources: US Census Bureau, InternetLiveStats, Facebook, Tencent, VKontakte, GSMA Intelligence @wearesocialsg • #GlobalSocial • 4 1.56 BILLION 2.02 BILLION 3.61 BILLION
  5. 5. THE 6CS OF GLOBAL SOCIAL: 1. CONVERSATION 2. CULTURE 3. CONTENT 4. COUNTRY NEEDS 5. CELL PHONES 6. COMMUNITIES We Are Social @wearesocialsg • #GlobalSocial • 5
  6. 6. #1 CONVERSATION We Are Social @wearesocialsg • #GlobalSocial • 6
  7. 7. WITHOUT CONVERSATIONS, SOCIAL MEDIA AREN’T SOCIAL We Are Social @wearesocialsg • #GlobalSocial • 7
  8. 8. FOR BRANDS, IT’S THESE CONVERSATIONS THAT CAN ADD THE GREATEST VALUE We Are Social @wearesocialsg • #GlobalSocial • 8
  9. 9. CONVERSATIONS ALLOW US TO UNDERSTAND PEOPLE AND EXCHANGE MUTUAL VALUE We Are Social @wearesocialsg • #GlobalSocial • 9
  10. 10. BUT TO HAVE CONVERSATIONS, WE NEED TO BE ABLE TO UNDERSTAND EACH OTHER We Are Social @wearesocialsg • #GlobalSocial • 10
  11. 11. SUCCESSFUL “ COMMUNICATION ISN’T ABOUT WHAT WE SAY; IT’S ABOUT WHAT OTHER PEOPLE UNDERSTAND. We Are Social @wearesocialsg • #GlobalSocial • 11
  12. 12. WHAT LANGUAGE DOES YOUR AUDIENCE PREFER TO SPEAK? We Are Social @wearesocialsg • #GlobalSocial • 12
  13. 13. HOW DO THEY ADAPT THAT LANGUAGE IN THEIR SOCIAL MEDIA CONVERSATIONS? We Are Social @wearesocialsg • #GlobalSocial • 13
  14. 14. TIP #1: LISTEN TO THE WAY YOUR AUDIENCE SPEAKS, AND ADAPT TO THEIR STYLE We Are Social @wearesocialsg • #GlobalSocial • 14
  15. 15. #2 CULTURE We Are Social @wearesocialsg • #GlobalSocial • 15
  16. 16. CULTURE VARIES WIDELY AROUND THE WORLD, EVEN IN NEIGHBOURING COUNTRIES We Are Social @wearesocialsg • #GlobalSocial • 16
  17. 17. BRANDS MUST BE PARTICULARLY AWARE OF DIFFERING BELIEFS AND ATTITUDES We Are Social @wearesocialsg • #GlobalSocial • 17
  18. 18. IMPORTANT CULTURAL CONSIDERATIONS FESTIVALS PROHIBITION WHICH SPECIAL DAYS AND EVENTS DEFINE YOUR AUDIENCE’S ‘LIFE CALENDAR’? WHAT DOES THE CULTURE DEEM INAPPROPRIATE OR DISRESPECTFUL? WHAT DOES IT OUTLAW? SEMIOTICS HOW DO PEOPLE INTERPRET FUNDAMENTAL ELEMENTS LIKE COLOURS, SHAPES, AND GESTURES? We Are Social @wearesocialsg • #GlobalSocial • 18
  19. 19. HOW DOES RELIGION IMPACT YOUR AUDIENCE AND YOUR ROLE IN THEIR LIVES? We Are Social @wearesocialsg • #GlobalSocial • 19
  20. 20. DO PEOPLE’S VIEWS OF COLLECTIVISM vs INDIVIDUALISM AFFECT SOCIAL INTERACTION? We Are Social @wearesocialsg • #GlobalSocial • 20
  21. 21. TIP #2: BUILD STRATEGIES FOR CULTURES AND COMMUNITIES, NOT FOR PLATFORMS We Are Social @wearesocialsg • #GlobalSocial • 21
  22. 22. #3 CONTENT We Are Social @wearesocialsg • #GlobalSocial • 22
  23. 23. MOST PEOPLE USE A VARIETY OF SOCIAL MEDIA PLATFORMS IN DIFFERENT SETTINGS We Are Social @wearesocialsg • #GlobalSocial • 23
  24. 24. AUG ACTIVE USERS BY SOCIAL PLATFORM 2014 BASED ON ACCOUNTS THAT HAVE LOGGED IN AT LEAST ONCE IN THE PAST 30 DAYS, IN MILLIONS 1,320 ! We Are Social @wearesocialsg • #GlobalSocial • 24 • Sources: latest official company statements SOCIAL NETWORK MESSENGER / CHAT APP 848 ! 644 ! 600 ! 438 ! 343 ! 300 ! 271 ! 230 ! 220 ! FACEBOOK QQ QZONE WHATSAPP WECHAT GOOGLE+ LINKEDIN TWITTER TUMBLR TENCENT WEIBO
  25. 25. HOWEVER, PEOPLE CAN MIGRATE TO NEW PLATFORMS RELATIVELY QUICKLY We Are Social @wearesocialsg • #GlobalSocial • 25
  26. 26. BRANDS MUST BE CAREFUL TO AVOID PUTTING ALL THEIR EGGS INTO ONE BASKET We Are Social @wearesocialsg • #GlobalSocial • 26
  27. 27. CREATE CONTENT THAT AUDIENCES CAN USE ACROSS DIFFERENT SOCIAL PLATFORMS We Are Social @wearesocialsg • #GlobalSocial • 27
  28. 28. TIP #3: BUILD ACTIVITIES AROUND PEOPLE’S INTERESTS, NOT AROUND TECHNOLOGY We Are Social @wearesocialsg • #GlobalSocial • 28
  29. 29. #4 COUNTRY NEEDS We Are Social @wearesocialsg • #GlobalSocial • 29
  30. 30. HOW MUCH DO YOUR BRAND’S OBJECTIVES VARY ACROSS COUNTRIES? We Are Social @wearesocialsg • #GlobalSocial • 30
  31. 31. HOW DIFFERENT ARE THE CHALLENGES YOU FACE IN DIFFERENT COUNTRIES? We Are Social @wearesocialsg • #GlobalSocial • 31
  32. 32. HOW MUCH DO PEOPLE’S ATTITUDES TOWARDS YOUR BRAND VARY BY COUNTRY? We Are Social @wearesocialsg • #GlobalSocial • 32
  33. 33. CAN YOU TELL THE SAME ‘STORY’ IN EACH MARKET, OR WILL YOU NEED TO ADAPT IT? We Are Social @wearesocialsg • #GlobalSocial • 33
  34. 34. HOW DO LEGISLATIVE ISSUES IN DIFFERENT MARKETS AFFECT YOUR SOCIAL ACTIVITIES? We Are Social @wearesocialsg • #GlobalSocial • 34
  35. 35. HOW MIGHT OTHER LOCAL MARKETING ACTIVITIES IMPACT SOCIAL MEDIA EFFORTS? We Are Social @wearesocialsg • #GlobalSocial • 35
  36. 36. TIP #4: DEVELOP A STRATEGY THAT’S FLEXIBLE ENOUGH TO MEET VARYING COUNTRY NEEDS We Are Social @wearesocialsg • #GlobalSocial • 36
  37. 37. #5 CELL PHONES We Are Social @wearesocialsg • #GlobalSocial • 37
  38. 38. SOCIAL MEDIA IS INCREASINGLY MOBILE, ESPECIALLY IN DEVELOPING ECONOMIES We Are Social @wearesocialsg • #GlobalSocial • 38
  39. 39. THIS MOBILITY PRESENTS AN OPPORTUNITY TO REACH PEOPLE ANYWHERE, ANYTIME We Are Social @wearesocialsg • #GlobalSocial • 39
  40. 40. HOWEVER, THE MOBILE EXPERIENCE VARIES SIGNIFICANTLY AROUND THE WORLD We Are Social @wearesocialsg • #GlobalSocial • 40
  41. 41. JUN 2014 GLOBAL MOBILE HANDSET SHARE 70% 30% 4.5 BILLION FEATURE PHONES IN USE GLOBALLY 1.9 BILLION SMARTPHONES IN USE GLOBALLY We Are Social @wearesocialsg • #GlobalSocial • 41 • Source: Ericsson
  42. 42. JUN 2014 GLOBAL MOBILE CONNECTIVITY 36% 64% BROADBAND DATA CONNECTION BASIC DATA CONNECTION We Are Social @wearesocialsg • #GlobalSocial • 42 • Source: Ericsson
  43. 43. HOW DO CONNECTION SPEEDS AND SCREEN SIZE IMPACT THE ‘OPTIMUM’ EXPERIENCE? We Are Social @wearesocialsg • #GlobalSocial • 43
  44. 44. TIP #5: TAILOR CONTENT FOR MOBILE-CENTRIC ENGAGEMENT AND SHARING We Are Social @wearesocialsg • #GlobalSocial • 44
  45. 45. #6 COMMUNITIES We Are Social @wearesocialsg • #GlobalSocial • 45
  46. 46. YOUR BUDGETS MAY BE DEFINED BY GEOGRAPHY, BUT SOCIAL MEDIA IS GLOBAL We Are Social @wearesocialsg • #GlobalSocial • 46
  47. 47. SOCIAL COMMUNITIES ARE DEFINED BY SHARED BELIEFS, NOT COUNTRY BORDERS We Are Social @wearesocialsg • #GlobalSocial • 47
  48. 48. FOCUS ON WHAT UNITES YOUR AUDIENCE, NOT WHAT DIVIDES YOUR BUDGETS We Are Social @wearesocialsg • #GlobalSocial • 48
  49. 49. TIP #6: DEFINE YOUR STRATEGY AROUND PEOPLE’S PASSIONS, NOT THEIR PASSPORTS We Are Social @wearesocialsg • #GlobalSocial • 49
  50. 50. GET MORE TIPS AND INSIGHT: WEARESOCIAL.SG We Are Social @wearesocialsg • #GlobalSocial • 50
  51. 51. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG. We Are Social Making Friends & Influencing People • 45
  52. 52. WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social wearesocial.sg • @wearesocialsg • 233
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