can one size fit all?    when it comes to social media,   should brands go global or local?simon kemp • we are social • #s...
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          ...
singapore office opened 01 sep 2011                            London                                      Munich         ...
</sales pitch>
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    ...
torture numbersand they’ll tell you    anything
st a                                        0.00                                                                          ...
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,...
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
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 ...
how can you make it aseasy as possible for audiences to join your conversations?
conversationchallenges                  culture   country needs    commonalities
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?
conversationchallenges                  culture   country needs    commonalities
PHOTO: © TED OLIKKALA (MADABOUTASIA ON FLICKR)affinity
top websites across asia country      top website   reach   china         baidu        89%hong kong       yahoo!        85...
china:                                                15M                                    qzone                        ...
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?
conversationchallenges                  culture   country needs    commonalities
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?
conversationchallenges                  culture   country needs    commonalities
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?
conversationchallenges                  culture   country needs    commonalities
global advantages               local advantages  simpler management           responsive to local needs    brand consiste...
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 consiste...
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
Q & A
simon kemp               @eskimon           wearesocial.sgsimon.kemp@wearesocial.sg
Global vs Local Social Media - Can One Size Fit All?
Global vs Local Social Media - Can One Size Fit All?
Global vs Local Social Media - Can One Size Fit All?
Global vs Local Social Media - Can One Size Fit All?
Global vs Local Social Media - Can One Size Fit All?
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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 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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Global vs Local Social Media - Can One Size Fit All?

  1. 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. 2. simon kemp @eskimonwe are social
  3. 3. we are social
  4. 4. we are a conversation agency
  5. 5. we are helping many leading brands...we are social
  6. 6. ...from offices all over the world London Munich Paris Milan Singapore Sydney São Paulowe are social
  7. 7. singapore office opened 01 sep 2011 London Munich Paris Milan new ! Singapore Sydney São Paulowe are social
  8. 8. </sales pitch>
  9. 9. vsone global many local presence presences
  10. 10. 3 questions:what are the pros and cons of each? which approach is right for you? how can you implement it?
  11. 11. proof: “ local facebook pages“ work much better than the global ones.
  12. 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. 13. torture numbersand they’ll tell you anything
  14. 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. 15. 14,842 > 3,410average actions average actions per post on per post on local global page pages combined
  16. 16. *( this sample is hardly representative, but... )
  17. 17. generally speaking, global pages drive greater total activity; local pages drivehigher average activity.
  18. 18. PHOTO: © PICTFACTORY ON FLICKRthe gravity of crowds
  19. 19. “ human beingsare herd animals. we do what we do because of other people. “ mark earls, “herd”
  20. 20. in light of this, it seemsthat a single global presence could work for brands
  21. 21. indeed, it’s much easier to maintain brand consistencywith a single global presence
  22. 22. but there are manyadvantages to adoptinga localised approach too
  23. 23. conversationchallenges culture country needs commonalities
  24. 24. conversationchallenges culture country needs commonalities
  25. 25. PHOTO: MASTUDENTSITE.ORGlanguage
  26. 26. there are thousands of different social networks, built around different needs and interests
  27. 27. but they all haveone thing in common: conversations
  28. 28. withoutconversations, social media aren’t social
  29. 29. but in asia alone, there are 2,000 spoken languages
  30. 30. OMG! LOLz...not to mention ways of actually speaking them
  31. 31. so is it realistic to expect ouraudiences to engage if we’re only‘communicating’ in one language?
  32. 32. ฉันไม่ได้พูดภาษาอังกฤษ( ) would you consider a single language approach in any other media?
  33. 33. how can you make it aseasy as possible for audiences to join your conversations?
  34. 34. conversationchallenges culture country needs commonalities
  35. 35. PHOTO: © ESKIMONculture
  36. 36. many asian cultures are guided by the concept of ‘face’
  37. 37. as a result, asians oftenexhibit less ‘social volume’ than their western peers
  38. 38. brands may need to explore different ways of inspiring asian audiences to interact
  39. 39. where and how does your audience want toconnect with your brand?
  40. 40. conversationchallenges culture country needs commonalities
  41. 41. PHOTO: © TED OLIKKALA (MADABOUTASIA ON FLICKR)affinity
  42. 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. 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. 44. people use social networksfor many different reasons
  45. 45. sometimes it’s because theywant to connect with brands
  46. 46. but more often it’sto stay in touch withfriends and family...
  47. 47. ...to meet new friends andpeople with similar interests...
  48. 48. ...and to express themselves and show off their skills
  49. 49. brands need to understandthese motivations, and connect with audiences on their terms
  50. 50. even being able to relate withyour audience in the simplest ofways can make a big difference
  51. 51. how can you demonstrate affinity with your audience, and add value to their social experience?
  52. 52. conversationchallenges culture country needs commonalities
  53. 53. PHOTO: GO MAGAZINE (VIA KEVININLIBERIA.BLOGSPOT.COM)hq vs local
  54. 54. ! NEW local markets will often have specific needs that could be wellserved with social media activities
  55. 55. but a single global presence can only add basic valueto local marketing activities
  56. 56. meanwhile, a lack of localinvolvement can result in a‘not invented here’ attitude
  57. 57. how will you support localmarketing teams’ efforts?
  58. 58. conversationchallenges culture country needs commonalities
  59. 59. PHOTO: WWARBY ON FLICKRpracticalities
  60. 60. the legislation governingmarketing activities variesgreatly between countries
  61. 61. timezone management isa critical factor in managing cross-border communities
  62. 62. the ability to respond to eventsin real-time can help to bring a brand’s social presence to life
  63. 63. is it feasible to meet all your different needswith a single presence?
  64. 64. conversationchallenges culture country needs commonalities
  65. 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. 66. IDEA how can you put yourchosen strategy into action?
  67. 67. there’s no ‘silver bullet’ answerthat will work for every brand...
  68. 68. but let’s take a look at whatsome successful brands are doing
  69. 69. the ‘multi-local’ approach
  70. 70. the ‘glocal’ approach
  71. 71. the page remains the same, butthe language visitors see dependson the country of their ip address
  72. 72. hello! ! the multilingual global approach
  73. 73. the page only posts in english, buthas conversations in many languages
  74. 74. this is consistent in the brand’sother conversations channels too
  75. 75. plenty more inspiration atwww.facebook-studio.com
  76. 76. 3 questions:what are the pros and cons of each? which approach is right for you? how can you implement it?
  77. 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. 78. what’s right for youdepends entirely onyour brand’s context
  79. 79. we are social can help
  80. 80. ! but no matter whichapproach you adopt...
  81. 81. remember that you should always start with theaudience, not with the brand
  82. 82. Q & A
  83. 83. simon kemp @eskimon wearesocial.sgsimon.kemp@wearesocial.sg
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