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Social Media and How It’s Impacting Pacific Rim Consumers

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Slides from my presentation at Discover Global Markets Pacific Rim - covering data and performance metrics from top social media platforms, We Are Social, Statistica, and the World Web Index among others.

Published in: Marketing

Social Media and How It’s Impacting Pacific Rim Consumers

  1. 1. Social Media and How It’s Impacting Pacific Rim Consumers Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
  2. 2. Derek Edmond Managing Partner • @DerekEdmond @KoMarketing – Online Marketing Search • Social • Content Boston, MA Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
  3. 3. Global Digital Snapshot: Year on Year Growth • +3.18B active users online (+7.6% users online or +225 million) • +2.21B active social media profiles (+8.7% social media adoption or +176 million) • +3.73B unique mobile users (+3.4% growth in unique mobile users or +124 million) • +1.93B active social media profiles accessing via mobile device (+23% growth in active social media profiles with access via mobile device or +365 million) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
  4. 4. Fast Facts: The Americas • 14% of the population, 21% of internet users, 23% of active social media accounts, and 15% of the mobile connections • +634 million users with internet access • Social Media: 59% North America, 39% Central America, 49% South America +480 million active social media accounts • Social / Mobile: 51% North America, 34% Central America, 41% South America +400 million active social media accounts on mobile • Mobile Connection Penetration: 100% North America, 91% Central America, 125% South America Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
  5. 5. Fast Facts: Asia Pacific • 32% of the population, 44% of internet users, 35% of active social media accounts, and 33% of the mobile connections • +1.36 billion users with internet access • Social Media: 43% East Asia, 34% Southeast Asia, 45% Oceania +907 million active social media accounts • Social / Mobile: 35% East Asia, 29% Southeast Asia, 40% Oceania +746 million active social media accounts on mobile • Mobile Connection Penetration: 97% East Asia, 119% Southeast Asia, 108% Oceania Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
  6. 6. Top Social Media Platforms (by Active Users) • Facebook (1.49B) / Facebook Messenger (700M or 40% growth since beginning of 2015) • QQ (832M) • WhatsApp (800M or 33% growth since the beginning of 2015) • QZone (668M) • WeChat (549M) • Twitter (316M) • Skype (300M) • Instagram (300M) • Baidu Tieba (300M) • Google+ (300M - down 10% since beginning of 2015) • Viber (249M) • Tumblr (230M) • Others: Line (205), Snapchat (200), Sina Weibo (176), Vkontakte (100), LinkedIn (97) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
  7. 7. Social Media Insights (Australia) Top Social Media Platforms • Facebook (40%) / Facebook Messenger (18%) • Twitter (14%) • Google+ (13%) • Skype (12%) • Pinterest (10%) • Instagram (10%) +13.8M Active Social Media Users (58%) +12.4M Social Media Users via Mobile Device (52%) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Global Web Index & We Are Social
  8. 8. Social Media Insights (China) Top Social Media Platforms • WeChat (31%) • Sina Weibo (26%) • QQ / Qzone (25%) • Tencent Weibo (21%) • Youku Tudou (19%) • Facebook (9%) +629M Active Social Media Users (46%) +506M Social Media Users via Mobile Device (37%) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Global Web Index & We Are Social
  9. 9. Social Media Insights (Japan) Top Social Media Platforms • Twitter (16%) • Facebook (13%) • Mixi (4%) • Line (3%) • Google+ & Skype (2%) +24M Active Social Media Users (19%) +22M Social Media Users via Mobile Device (17%) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Global Web Index & We Are Social
  10. 10. Social Media Insights (Philippines) Top Social Media Platforms • Facebook (21%) / Facebook Messenger (20%) • Skype (17%) • Google+ & Twitter (13%) • Viber (12%) +42M Active Social Media Users (42%) +36M Social Media Users via Mobile Device (36%) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Global Web Index & We Are Social
  11. 11. Social Media Insights (South Korea) Top Social Media Platforms • Kakao Talk (38%) • Facebook (26%) / Facebook Messenger (16%) • Twitter (13%) • Line (9%) • Google+ (8%) +15M Active Social Media Users (30%) +14M Social Media Users via Mobile Device (27%) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Global Web Index & We Are Social
  12. 12. Social Media Insights (Canada) Top Social Media Platforms • Facebook (47%) / Facebook Messenger (19%) • Twitter (23%) • Pinterest (16%) • Google+ (15%) • Skype (13%) +20M Active Social Media Users (56%) +16M Social Media Users via Mobile Device (45%) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Global Web Index & We Are Social
  13. 13. Social Media Insights (Mexico) Top Social Media Platforms • WhatsApp (28%) • Facebook (26%) / Facebook Messenger (24%) • Google+ (17%) • Twitter (15%) • Skype (14%) +56M Active Social Media Users (46%) +48M Social Media Users via Mobile Device (40%) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Global Web Index & We Are Social
  14. 14. Social Media Insights (Chili & Columbia) Chili +10.6M Active Social Media Users (61%) +8.6M Social Media Users via Mobile Device (50%) Columbia +22M Active Social Media Users (48%) +15.6M Social Media Users via Mobile Device (34%) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Statistica, Global Web Index & We Are Social
  15. 15. Social Media Insights (The United States) Top Social Media Platforms • Facebook (42%) / Facebook Messenger (20%) • Twitter (19%) • Pinterest (17%) • Google+ (14%) • Instagram (13%) • LinkedIn (11%) +186M Active Social Media Users (58%) +160M Social Media Users via Mobile Device (50%) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Global Web Index & We Are Social
  16. 16. WeChat: Key Observations Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content WeChat began as an instant messaging app before morphing into a fully-fledged, integrated social networking platform. • +549 Million Users / #1 Social Platform in China • Users can communicate via instant messaging, written text, video/audio calls, sound recordings or video clips. • Two Types of “Official Accounts” – Service Accounts: provides services to enable your users to buy goods online, or even integrated ecommerce. Messages can only be sent once a week. – Subscription Accounts: provides information such as coupons, promotions, news, and relevant contents. Communicate followers much more frequently – once a day. • QR codes are a easy way for people to find you and follow the official account. Publish QR codes on websites, social media profiles, company newsletters, packaging or event locations. Sources: Statistica. We Are Social, Expanded Ramblings, Technode
  17. 17. WhatsApp: Key Observations Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content WhatsApp has over 800M users or 33% growth since the beginning of the 2015. • As of January 2015, 30 billion messages were getting sent and received on WhatsApp daily • WhatsApp introduced “broadcasting” in late 2013 - users can send messages to a group of people at once, without revealing the recipients to one another. – WhatsApp places limitations on the setup of Broadcast Lists: each list is typically no more than 250 contacts • Average amount of time spent by users on WhatsApp at a weekly basis is 195 minutes, checking the app approximately 23 times per day. • WhatsApp is responsible for 27% of selfies shared on social media. Sources: Statistica. We Are Social, Practical E-Commerce
  18. 18. Twitter: Key Observations Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Research conducted by E-Tailing Group among omni-channel retailers shows that 79% were committed to Twitter publishing in 2014. • +316 Million active users and +1 Billion accounts created • +230 Million monthly international Twitter users • 80% of active users are on mobile and in aggregate Twitter users send +500 million tweets per day. • Roughly 30% of Twitter’s advertising revenue comes from advertisers outside the US (+$300 million) • Advertising opportunities: – Engagement campaigns & network development – Application installations – Product campaigns (for US audiences only) • Access to Twitter is currently blocked in North Korea, China, and Iran. Sources: Statistica. Social Media Examiner, Twitter, We Are Social
  19. 19. Facebook: Key Observations Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Facebook, Facebook Messenger, Instagram, and WhatsApp’s combined audience covers over 3.3 Billion active users. • Approximately 83.1% of our daily active users are outside the US and Canada • +1.3 billion mobile monthly active users as of June 30, 2015 • +500 million access Facebook solely from their mobile devices (up 78% year over year). • Mobile ad revenue now accounts for 76% of Facebook's advertising revenue and 72% of total revenue. • 93% of advertisers surveyed by Social Media Examiner indicated they use Facebook as a marketing channel – Despite all this, 54% of worldwide advertisers are at least uncertain on the effectiveness of Facebook as a fee based marketing channel; 19% disagree that it is effective entirely • More than 400 million people also use Instagram every month Sources: Statistica. Social Media Examiner, Facebook Newsroom
  20. 20. Additional Notes on Popular Social Networks: Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • QQ: An Instant Messaging Tool: Monthly active users via smart devices using QQ was 576 million, an increase of 33% YoY. – Corporate QQ IM account can have a maximum of 10,000 friends - used for CRM, customer services and marketing • Baidu Tieba (Forum Community): now the largest online community in Chinese. It has +1 billion registered users with close to 8.2 million topic boards and over 200 million average monthly active users. • Weibo (Micro-Blogging Platform): Weibo is a very ‘open’ social network and potentially the most effective for marketers. Users can see posts from anyone. – Resources: Weibo Trend: http://data.weibo.com/index/hotword, Weibo Report: http://data.weibo.com/report, & Weibo Insights: http://data.weibo.com/mydata • LinkedIn: Half of LinkedIn’s visitors access the site via mobile device & over 40,000 users apply for jobs daily Sources: Statistica. We Are Social, Expanded Ramblings, Technode, LinkedIn
  21. 21. Social Media Resources: Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • HootSuite (https://hootsuite.com/) – Manage social networks, schedule messages, engage your audiences • Buzzsumo (http://buzzsumo.com/) – Analyze what content performs best in social media for any topic or competitor • China Internet Watch (http://www.chinainternetwatch.com/) – Chinese social media, mobile and SEO insights • Baidu Index (http://index.baidu.com/) - Trends in Baidu’s search engine index (keyword popularity, trending topics, etc) • Facebook Insights / LinkedIn Analytics / Twitter Analytics – Free marketing resources from social media platforms for analyzing communication performance and networks • Contaxio (http://contax.io/) / FollowerWonk (https://moz.com/followerwonk/) – Twitter network management resources
  22. 22. Marketing Resources: Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • We Are Social: Follow their SlideShare account for regular updates on online marketing trends across regions and worldwide – http://www.slideshare.net/wearesocialsg – https://twitter.com/wearesocial • Salesforce: Every year they release a new “State of Marketing” report covering B2B and B2C marketing trends – https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp – https://twitter.com/salesforce • Google Webmaster Resources: Stay up to date with the latest information and resources from Google, across website-specific topics of interest. – https://support.google.com/webmasters/topic/6001981 – https://twitter.com/googlewmc • KoMarketing: http://www.komarketingassociates.com/ and https://twitter.com/komarketing
  23. 23. Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing Thank You! Cover Slide Photo Source: http://www.nativevml.com/

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