This document discusses global trends in social media and online search behavior based on research. It finds that while search is globally a starting point for research, social media serves as a verifying and recommending source. Additionally, social media groups are doubling in size everywhere. The document emphasizes understanding local nuances in digital trends, infrastructure, culture and laws. It provides tips for marketers such as focusing on useful content and apps rather than befriending customers on social media, and leveraging search and recommendations to gain market share. Overall, the key is adapting one's strategy based on local customer behavior.

1. A Global Perspective on Social &
Search - Human Behavior
Aaron Kahlow
CEO, Online Marketing Institute
#OMInstitute; @AaronKahlow
Facebook & LinkedIn “Aaron Kahlow”

2. What I will Cover
 Trends: Global Research on Social and Search
 Money: Where the action is
 Behavior: what are users/customers doing
 Take Action: What to do and How to Prioritize

3. RESEARCH
Your Peers Internationally
A Good Place to Start

4. Basics: You Must Consider first
• Digital Trends and Research
• Local Nuances
• Device & Infrastructure
• Culture and Gov’t (laws)

5. It’s Shifting
© 2009 Online Marketing Connect Institute

6. Experiment Stage
© 2009 Online Marketing Connect Institute

7. Get Beyond Experimenting
© 2009 Online Marketing Connect Institute

8. Lack of Understanding
8

9. Example: Lack of Understanding
TIPS
 Twitter does not drive traffic unless
tweeting on content
 Facebook Useless for SEO but OK
for Traffic
 Youtube traffic to site is not normal,
more about Youtube Channel
 Delicious does not do much beyond
SEO
 Stumble/ Tumbler Upon Great for
Traffic
© 2009 Online Marketing Connect Institute

10. APAC Findings

11. Behavior for All Same
• Search as a starting point
• Social as a verifying point and recommender
• Digital as Main Research tool
*Must take note of how that changes locally.
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12. Social Groups Double Everywhere
© 2009 Online Marketing Connect Institute
* Why do so many still spend so little in comparison(Tradeshows)?

13. APAC SEARCH
Not Just Google, Yahoo!, Baidu…

14. APAC Social: Age Irrelevant
• 18-24 year old demographic is
now a main activity in the
digital lives of users across all
age groups.
•
In Singapore and Hong Kong
for instance, more than half of
social networkers are age 35
and older
• It’s about message and
Network: LinkedIn v. Twitter

15. World Wide: Searching NOT Surfing

16. Aligning Motivations to Outlet
© 2009 Online Marketing Connect Institute

17. Your Customers want to give
Feedback NOT be your Friends
© 2009 Online Marketing Connect Institute

18. Useful Content, Apps & Insight
© 2009 Online Marketing Connect Institute

19. Facebook over LI; No on Twitter
Building Trust the hardest part
© 2009 Online Marketing Connect Institute

20. Search + Recommend
Formula
 Found in Search
 Trusted
Recommendation
 Chance at Big
Market share gains
© 2009 Online Marketing Connect Institute

21. Friends, Family & Reviews
© 2009 Online Marketing Connect Institute

22. Reviews: Locally Managing Expectations
© 2009 Online Marketing Connect Institute

23. Go Deep on Local
© 2009 Online Marketing Connect Institute

24. Get it Right Localization
© 2009 Online Marketing Connect Institute

25. Tips Locally
© 2009 Online Marketing Connect Institute

26. Big Part of Life time Value
© 2009 Online Marketing Connect Institute

28. User Boom

29. Global Audience

31. Internet Penetration Makes Market

32. But, Local Infrastructure & Laws are
the Hurdle

33. Leap Frogging Thru Mobile

34. Get on Right Channels by Market

35. Role different in Each: Brazil Bigger on
Social & Asia Bigger on Mobile

36. Ad Spend

37. India FB Pop bigger than All Australia;
But is Revenue Opportunity ?

38. Where’s Growth (S. Am) & Plateau (EU)

39. Global Social Must Have’s to Compete

40. Local Strategy FB Example: Starbucks
sends folks to local pages v. one page

41. Search as Global as Local Buying

42. Local Content & Corporate Strategy

43. Do Research Using Search
Google Footprint

44. Use KWPs Research to help in social
and overall market decisions..

45. Key Takeaways

46. Appendix

47. Research Means Nothing if Don’t
Understand Human Behavior

48. Start: Change by Behavior
Marketing
Buying Cycle
Communication
Human
Behavior
• What is Preferred/Most Used
communication?
• Where do most First Meeting
and Impressions Happen?
• How do you conduct business
primarily?
• Where do you go when looking
for product to buy first?

49. Time Spent in Week

50. The Buy Cycle: Think Touch PointsWeb, Blog,
Web, Blog,
& Media
Advice from
colleague or
friend
Web, social,
& email
www.OnlineMarketingInstitute.org
Source: Forrester
Media, &
industry pros

51. Changed the World, not just
Business..
• Human Behavior Shift
• Communication Expectations Change
• Research & Buying Preferences
• Company Prioritization of Resources to Match
Customer Pre & Post Sale Needs

52. Who is the Social Customer
• Active & Passive
• Loyal vs. Advocate
• Consumer or
Contributor

53. Who’s The Social Customer
What do they Say?
• I want to have a say
•
I want to know when something is wrong
•
I want to help shape things I find useful
•
Don’t want to talk to salesperson
•
Want to buy things on my schedule
•
I want to tell you when you are screwing up
•
I want to do business with Transparent
Companies
* Chris Carfi Blog

54. Maslow Who?

55. How does it apply to my
Business?

56. Why does it Matter?
• The conversation is happening; either you are a
part of it or not (raising children)
• 30% who read blog/post more likely to purchase
• 80% who contribute more likely to purchase**
**CoreMetrics, Web 2.0 Study

57. Ask Yourself
• Who is my audience?
• What do they want?
• Do we want to be part of the conversation?
• What is the objective of the Blog?

58. Thank You
www.OnlineMarketingInstitute.org
1/24/2014
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59. For Future Reference
• Twitter: #OMInstitute @AaronKahlow
• Facebook/LinkedIn: Aaron Kahlow
• Aaron@OnlineMarketingInstitute.org
More Education Online at:
www.OnlineMarketingInstitute.com

60. Sources
• Asia Pacific Social Media Trends: Global
Perspectives and Local Realities, NM
Incite, State of the Internet
• Asia Pacific, ComScore,
• Wharton Interactive Media Initiative
• Credit Suisse
• IAB & TrendStream