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Global vs Local Social Media - Can One Size Fit All?

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When it comes to social media, should you opt for one global presence, or create a number of different properties tailored for different countries and cultures? This presentation explores the pros and …

When it comes to social media, should you opt for one global presence, or create a number of different properties tailored for different countries and cultures? This presentation explores the pros and cons of each approach, provides a framework for decision-making, and offers examples of brands that have used each approach successfully.

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  • 1. can one size fit all? when it comes to social media, should brands go global or local?simon kemp • we are social • #smwf singapore, 02 sep 2011
  • 2. simon kemp @eskimonwe are social
  • 3. we are social
  • 4. we are a conversation agency
  • 5. we are helping many leading brands...we are social
  • 6. ...from offices all over the world London Munich Paris Milan Singapore Sydney São Paulowe are social
  • 7. singapore office opened 01 sep 2011 London Munich Paris Milan new ! Singapore Sydney São Paulowe are social
  • 8. </sales pitch>
  • 9. vsone global many local presence presences
  • 10. 3 questions:what are the pros and cons of each? which approach is right for you? how can you implement it?
  • 11. proof: “ local facebook pages“ work much better than the global ones.
  • 12. st a 0.00 0.15 0.30 0.45 0.60 rbu c ks ne the rla nd s 0.53% st a rbu cks tha ilan d 0.35% st a rbu cks be lgi um st a 0.23% rbu cks arg st a en tin rbu a 0.19% c ks cze ch rep ub lic 0.16% st a rbu cks ire lan d 0.14% st a rbu cks tur ke y 0.14% st a rbu cks can ad st a a 0.12% rbu cks sin ga po st a re 0.11% rbu cks ph ilip pin es 0.08% st a rbu cks gest a rm an rbu y 0.08% cks un i te starbucks facebook engagement dk ing do m 0.07% st a rbu cks fra average engagement with page posts nc e 0.07% st a rbu cks glo ba l 0.06%
  • 13. torture numbersand they’ll tell you anything
  • 14. st a 0.00 0.15 0.30 0.45 0.60 rbu c ks ne the rla nd s 20K 0.53% st a rbu cks tha ilan d 15K 0.35% st a rbu cks be lgi um 20K st a 0.23% rbu cks arg st a en tin rbu a 190K 0.19% c ks cze ch rep ub lic 20K 0.16% st a rbu cks ire lan d 30K 0.14% st a rbu cks tur ke y 330K 0.14% st a rbu cks can ad st a a 0.12% 230K rbu cks sin ga po st a re 140K 0.11% rbu cks ph ilip pin es 940K 0.08% st a rbu cks gest a rm an rbu y 300K 0.08% cks un total number of page ‘likes’ i te dk ing do m 450K 0.07% st a rbu starbucks: engagement vs. size of page cks fra average engagement with page posts nc e 170K 0.07% st a rbu cks glo ba l 0.06% 24.7M
  • 15. 14,842 > 3,410average actions average actions per post on per post on local global page pages combined
  • 16. *( this sample is hardly representative, but... )
  • 17. generally speaking, global pages drive greater total activity; local pages drivehigher average activity.
  • 18. PHOTO: © PICTFACTORY ON FLICKRthe gravity of crowds
  • 19. “ human beingsare herd animals. we do what we do because of other people. “ mark earls, “herd”
  • 20. in light of this, it seemsthat a single global presence could work for brands
  • 21. indeed, it’s much easier to maintain brand consistencywith a single global presence
  • 22. but there are manyadvantages to adoptinga localised approach too
  • 23. conversationchallenges culture country needs commonalities
  • 24. conversationchallenges culture country needs commonalities
  • 25. PHOTO: MASTUDENTSITE.ORGlanguage
  • 26. there are thousands of different social networks, built around different needs and interests
  • 27. but they all haveone thing in common: conversations
  • 28. withoutconversations, social media aren’t social
  • 29. but in asia alone, there are 2,000 spoken languages
  • 30. OMG! LOLz...not to mention ways of actually speaking them
  • 31. so is it realistic to expect ouraudiences to engage if we’re only‘communicating’ in one language?
  • 32. ฉันไม่ได้พูดภาษาอังกฤษ( ) would you consider a single language approach in any other media?
  • 33. how can you make it aseasy as possible for audiences to join your conversations?
  • 34. conversationchallenges culture country needs commonalities
  • 35. PHOTO: © ESKIMONculture
  • 36. many asian cultures are guided by the concept of ‘face’
  • 37. as a result, asians oftenexhibit less ‘social volume’ than their western peers
  • 38. brands may need to explore different ways of inspiring asian audiences to interact
  • 39. where and how does your audience want toconnect with your brand?
  • 40. conversationchallenges culture country needs commonalities
  • 41. PHOTO: © TED OLIKKALA (MADABOUTASIA ON FLICKR)affinity
  • 42. top websites across asia country top website reach china baidu 89%hong kong yahoo! 85% indonesia facebook 70% japan yahoo! 81%south korea naver 84% malaysia facebook 76%philippines facebook 92%singapore facebook 82% taiwan yahoo! 92% thailand facebook 76% vietnam zing 64%
  • 43. china: 15M qzone 18M 531M south japan: korea: mixi cyworld hong kong: india: facebook taiwan: facebook 4M 9M wretch 29M vietnam: zing philippines: 15M facebook 11M 25M thailand: facebook malaysia: 11M facebook indonesia: facebook the preferred 2.5M 39M social network singapore: facebookalso varies across asian countries
  • 44. people use social networksfor many different reasons
  • 45. sometimes it’s because theywant to connect with brands
  • 46. but more often it’sto stay in touch withfriends and family...
  • 47. ...to meet new friends andpeople with similar interests...
  • 48. ...and to express themselves and show off their skills
  • 49. brands need to understandthese motivations, and connect with audiences on their terms
  • 50. even being able to relate withyour audience in the simplest ofways can make a big difference
  • 51. how can you demonstrate affinity with your audience, and add value to their social experience?
  • 52. conversationchallenges culture country needs commonalities
  • 53. PHOTO: GO MAGAZINE (VIA KEVININLIBERIA.BLOGSPOT.COM)hq vs local
  • 54. ! NEW local markets will often have specific needs that could be wellserved with social media activities
  • 55. but a single global presence can only add basic valueto local marketing activities
  • 56. meanwhile, a lack of localinvolvement can result in a‘not invented here’ attitude
  • 57. how will you support localmarketing teams’ efforts?
  • 58. conversationchallenges culture country needs commonalities
  • 59. PHOTO: WWARBY ON FLICKRpracticalities
  • 60. the legislation governingmarketing activities variesgreatly between countries
  • 61. timezone management isa critical factor in managing cross-border communities
  • 62. the ability to respond to eventsin real-time can help to bring a brand’s social presence to life
  • 63. is it feasible to meet all your different needswith a single presence?
  • 64. conversationchallenges culture country needs commonalities
  • 65. global advantages local advantages simpler management responsive to local needs brand consistency higher average engagement the ‘crowd’ effect cultural and language needs global challenges local challengeslower average engagement more costly legislative issues brand consistency issuessupporting local activities ‘dispersed’ communities
  • 66. IDEA how can you put yourchosen strategy into action?
  • 67. there’s no ‘silver bullet’ answerthat will work for every brand...
  • 68. but let’s take a look at whatsome successful brands are doing
  • 69. the ‘multi-local’ approach
  • 70. the ‘glocal’ approach
  • 71. the page remains the same, butthe language visitors see dependson the country of their ip address
  • 72. hello! ! the multilingual global approach
  • 73. the page only posts in english, buthas conversations in many languages
  • 74. this is consistent in the brand’sother conversations channels too
  • 75. plenty more inspiration atwww.facebook-studio.com
  • 76. 3 questions:what are the pros and cons of each? which approach is right for you? how can you implement it?
  • 77. global advantages local advantages simpler management responsive to local needs brand consistency higher average engagement the ‘crowd’ effect cultural and language needs global challenges local challengeslower average engagement more costly legislative issues brand consistency issuessupporting local activities ‘dispersed’ communities
  • 78. what’s right for youdepends entirely onyour brand’s context
  • 79. we are social can help
  • 80. ! but no matter whichapproach you adopt...
  • 81. remember that you should always start with theaudience, not with the brand
  • 82. Q & A
  • 83. simon kemp @eskimon wearesocial.sgsimon.kemp@wearesocial.sg

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