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

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

simon kemp @eskimonwe are social

we are social

we are a conversation agency

we are helping many leading brands...we are social

...from offices all over the world London Munich Paris Milan Singapore Sydney São Paulowe are social

singapore office opened 01 sep 2011 London Munich Paris Milan new ! Singapore Sydney São Paulowe are social

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vsone global many local presence presences

3 questions:what are the pros and cons of each? which approach is right for you? how can you implement it?

proof: “ local facebook pages“ work much better than the global ones.

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%

torture numbersand they’ll tell you anything

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

14,842 > 3,410average actions average actions per post on per post on local global page pages combined

*( this sample is hardly representative, but... )

generally speaking, global pages drive greater total activity; local pages drivehigher average activity.

PHOTO: © PICTFACTORY ON FLICKRthe gravity of crowds

“ human beingsare herd animals. we do what we do because of other people. “ mark earls, “herd”

in light of this, it seemsthat a single global presence could work for brands

indeed, it’s much easier to maintain brand consistencywith a single global presence

but there are manyadvantages to adoptinga localised approach too

conversationchallenges culture country needs commonalities

PHOTO: MASTUDENTSITE.ORGlanguage

there are thousands of different social networks, built around different needs and interests

but they all haveone thing in common: conversations

withoutconversations, social media aren’t social

but in asia alone, there are 2,000 spoken languages

OMG! LOLz...not to mention ways of actually speaking them

so is it realistic to expect ouraudiences to engage if we’re only‘communicating’ in one language?

ฉันไม่ได้พูดภาษาอังกฤษ( ) would you consider a single language approach in any other media?

how can you make it aseasy as possible for audiences to join your conversations?

PHOTO: © ESKIMONculture

many asian cultures are guided by the concept of ‘face’

as a result, asians oftenexhibit less ‘social volume’ than their western peers

brands may need to explore different ways of inspiring asian audiences to interact

where and how does your audience want toconnect with your brand?

PHOTO: © TED OLIKKALA (MADABOUTASIA ON FLICKR)affinity

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%

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

people use social networksfor many different reasons

sometimes it’s because theywant to connect with brands

but more often it’sto stay in touch withfriends and family...

...to meet new friends andpeople with similar interests...

...and to express themselves and show off their skills

brands need to understandthese motivations, and connect with audiences on their terms

even being able to relate withyour audience in the simplest ofways can make a big difference

how can you demonstrate affinity with your audience, and add value to their social experience?

PHOTO: GO MAGAZINE (VIA KEVININLIBERIA.BLOGSPOT.COM)hq vs local

! NEW local markets will often have specific needs that could be wellserved with social media activities

but a single global presence can only add basic valueto local marketing activities

meanwhile, a lack of localinvolvement can result in a‘not invented here’ attitude

how will you support localmarketing teams’ efforts?

PHOTO: WWARBY ON FLICKRpracticalities

the legislation governingmarketing activities variesgreatly between countries

timezone management isa critical factor in managing cross-border communities

the ability to respond to eventsin real-time can help to bring a brand’s social presence to life

is it feasible to meet all your different needswith a single presence?

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

IDEA how can you put yourchosen strategy into action?

there’s no ‘silver bullet’ answerthat will work for every brand...

but let’s take a look at whatsome successful brands are doing

the ‘multi-local’ approach

the ‘glocal’ approach

the page remains the same, butthe language visitors see dependson the country of their ip address

hello! ! the multilingual global approach

the page only posts in english, buthas conversations in many languages

this is consistent in the brand’sother conversations channels too

plenty more inspiration atwww.facebook-studio.com

3 questions:what are the pros and cons of each? which approach is right for you? how can you implement it?

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

what’s right for youdepends entirely onyour brand’s context

we are social can help

! but no matter whichapproach you adopt...

remember that you should always start with theaudience, not with the brand

simon kemp @eskimon wearesocial.sgsimon.kemp@wearesocial.sg

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

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