90:10 Group IMS 2010 Boston 7 OCT 2010

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90:10 Group (Patrick Attallah's) presentation of October 7th @ the Inbound Marketing Summit in Boston produced by New Marketing Labs.

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90:10 Group IMS 2010 Boston 7 OCT 2010

  1. 1. Social Media & EMEA <br />Redefining Regional Business for Multi-Nationals<br />Patrick Attallah<br />Managing Director for France Italy & Middle East<br />#ims10 @bzpat<br />
  2. 2. EMEA:<br />Hi…<br />Ciao…<br />Szia…<br />Merhaba…<br />Hallo…<br />Bonjour…<br />Hola…<br />Czesc…<br />Hej…<br />© 90:10 Group Page 2 - #ims10 @bzpat <br />
  3. 3. Some Stats<br />30+ languages in EU + ME<br />50+ countries in EU + ME<br />50% of the ME&A population has less than 25 years<br />© 90:10 Group Page 3 - #ims10 @bzpat <br />
  4. 4. and 41% of them are member of a social network.<br />© 90:10 Group Page 4 - #ims10 @bzpat <br />
  5. 5. Italians are the most social contributors with 24% of internet users (in the US it is 23%).<br />After the UK, Dutch are the highest users of Twitter in Europe with 4% tweeting at least once a week vs. 2% in rest of Europe.<br />Swedish number of ‘social’ internet users increased from 38% last year to 58% this year.<br />French are the champion of ‘collecting’ info (via RSS, bookmarking etc…) representing 22% of them.<br />© 90:10 Group Page 5 - #ims10 @bzpat <br />
  6. 6. and 88% of internet users get connected daily.<br />© 90:10 Group Page 6 - #ims10 @bzpat <br />
  7. 7. © 90:10 Group Page 7 - #ims10 @bzpat <br />
  8. 8. © 90:10 Group Page 8 - #ims10 @bzpat <br />
  9. 9. Have you heard of ?<br />Hyves in the NL: 10 million members<br />NETLOG (Belgium): 37 million members<br />Dailymotion (France): 65 mio unique visitors & 15,000 new video uploaded/day<br />Vkontakte (Russia) : 75 million registered members<br />Jeeran (ME): 1.3 million members, and over 650,000 active websites and 120,000 blogs<br />© 90:10 Group Page 9 - #ims10 @bzpat <br />
  10. 10. So is jumping into EMEA<br />Social Media that easy…?<br />© 90:10 Group Page 10 - #ims10 @bzpat <br />
  11. 11. Or that Confusing…?<br />© 90:10 Group Page 11 - #ims10 @bzpat <br />
  12. 12. SEE<br />LET’S<br />© 90:10 Group Page 12 - #ims10 @bzpat <br />
  13. 13. Honda Motor EuropePrimary Business Need<br />Improve customer insights flow across supply chain leading to better fit communications and service innovations<br />all over Europe.<br />90:10 Group is Honda’s retained social media <br />pan-European partner for the last 18 months<br />© 90:10 Group Page 13 - #ims10 @bzpat <br />
  14. 14. We’ve helped them answer those questions?<br />Where are your customers online (for each country)?<br />What are your customers’ social behaviors online?<br />What social information or people do your customers rely on? Is it different in each market?<br />How do your customers use social technologies in the context of your products.<br />How does your competition use social technologies?<br />How ready for social media is each local organization, in each of your markets?<br />© 90:10 Group Page 14 - #ims10 @bzpat <br />
  15. 15. sample of what we found…<br />© 90:10 Group Page 15 - #ims10 @bzpat <br />
  16. 16. <ul><li>Blogging was the most dominant of social media across the EU with 71% in Italy.
  17. 17. Twitter in the UK represented 52% of total conversations.
  18. 18. Forums were most popular in France 21% and Germany 39%.
  19. 19. Mainstream news were still very important in Spain with 29%</li></ul>© 90:10 Group Page 16 - #ims10 @bzpat <br />
  20. 20. After 18 months<br />We have helped them react, adapt and prosper all over Europe across Corporate & Product PR, Marketing, Customer Service, Customer Insight and Dealerships in social media. <br />They’ve gone through:<br />Culture Change: organisational adaptation to and involvement in social media for each market<br />Learning New skills: staff trained in the skills, techniques and methods of social communications in local language.<br />Setting New rules: new guidelines for individual and organisational behaviour to assess and manage risk and put in place policies to set expectations re behaviour adapted to each market<br />New and appropriate measures: local ongoing Listening & KPIs to identify issues as well as successes.<br />Getting them ‘social media ready’ enabled us to help them embrace an inclusive and collaborative approach to the design of everything from crowd-sourced marketing campaigns to the design of Test Drives with owner advocate communities.<br />© 90:10 Group Page 17 - #ims10 @bzpat <br />
  21. 21. © 90:10 Group Page 18 - #ims10 @bzpat <br />
  22. 22. The end goal of the project was to use social media to create the world’s first European crowd-sourced documentary film – including the cast, content, and music – while offering real people the opportunity to fulfil the personal journeys they’ve always wanted to make.<br />© 90:10 Group Page 19 - #ims10 @bzpat <br />
  23. 23. RESULTS<br /><ul><li>100,000 unique visitors in few weeks
  24. 24. 10,000 members from all over Europe
  25. 25. 1,000 journeys submitted
  26. 26. 25 European official bloggers commenting on the LEL blog
  27. 27. Participation & involvement of each local Honda marketing department. </li></ul>© 90:10 Group Page 20 - #ims10 @bzpat <br />
  28. 28. 21<br />To be successful using social technologies in EMEA, global companies must accept and adapt to EMEA rich <br />‘social media’ diversity, and must<br />prepare to align internal roles, processes, policiesand stakeholderswith their business objectives.<br />© 90:10 Group Page 21 - #ims10 @bzpat <br />
  29. 29. Don’t know Where to Start?<br />© 90:10 Group Page 22 - #ims10 @bzpat <br />
  30. 30. Your EMEA Social Media Partner<br />ninety10group.com<br />European Partner<br />We’re<br />© 90:10 Group Page 23 - #ims10 @bzpat <br />
  31. 31. We are..<br />We are a global network of leading social media specialists.<br />Our backgrounds are Marketing, PR, Research, Brand Planning, Business Consultancy & Web Development<br />We help departments or whole-businesses locally or internationally adapt and win in social media<br />We are a EMEA business consultancy committed to innovation, efficiency<br /> and transformation through social technologies. <br />We are a crowd of researchers, planners, brand strategists, <br />web developers, mobile and social media specialists (in beta mode).<br />We make clients’ products, services and communications a better fit for <br />the intended consumer - helping them to build a better business.<br />© 90:10 Group Page 24 - #ims10 @bzpat <br />
  32. 32. People we have worked with<br />… are you next?<br />© 90:10 Group Page 25 - #ims10 @bzpat <br />
  33. 33. So what are you waiting for?<br />CONTACT US<br />Patrick Attallah<br />patrick@ninety10group.com<br />@bzpat<br />THANK YOU<br />© 90:10 Group Page 26 - #ims10 @bzpat <br />

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