Post on 09-May-2015
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GLOBAL LEARNINGS
Jacqui ZhouApril 2009
Social media is exploding globally
There are different approaches to prioritize your global projects– Approach by language– Approach by platform
Lessons learned by platform
Key Takeaways
AGENDA
Social media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development. If you are online, you are using social media.
----Universal McCann Social MediaTracker
2008
Social media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development. If you are online, you are using social media.
----Universal McCann Social MediaTrackerMar 2008
SOCIAL MEDIA IS EXPLODING GLOBALLY
Source: Universal McCann Social MediaTracker Mar 2008
Pa
rtic
ipa
tio
n R
ate
• Among active Internet users between age 16-54
A GLOBAL VIEW
Mar 2008
INTERNET USERS DISTRIBUTION
2002 2008
29%15%
10%
17%
61% 68% Rest of WorldChinaUS
Source: CNNIC Jul 2008
Social media is exploding globally
There are different approaches to prioritize your approach– Approach by language– Approach by platform
AGENDA
WHERE DO I FOCUS?
INTERNET KNOWS NO BORDERS, EXCEPT FOR LANGUAGES
English30%
Chinese15%
Spanish9%Japanese
7%
French5%
German5%
Portuguese4%
Arabic4%
Hindi3%
Korean3%
Italian3%
Russian2%
Dutch2%
Swedish1%
Norweigen0.5%
Danish0.3%
Rest of world8%
Internet Usage by Language
Source: www.internetworldstats.com
Tier 1: LanguagesTier 2: Countries
DELL’S APPROACH
Global
Chinese
English
Russian
Spanish
Portuguese
Japanese
French
German India
Russia
Germany
France
Japan
Brazil
China
Spain
USCanada
UK,Scotland
Americas Portugual
Countries in Africa
Canada
KEY PRIORITIZATION FACTORS
Languages– Business priorities
– Internet penetration
– Population reach
– Social media usage
– Growth potential
– Cost
Countries– Differences
– Culture
– Customer needs
– Preferred social media tools
– # of users
– Strategic importance
– Sufficient local activities
WHICH PLATFORM DO I PICK?
KeySocial
Platforms
Forum/Message Boards Bloggin
g
MicroBlogging
RSSWidget
s
SocialNetworkin
g
Video Sharing
Photo Sharing
People use social media differently around the world.
Research user habits and pick the right platform.
CHINA V. US - POPULAR SOCIAL PLATFORMS
U.S.
Forums
BlogIM
SNS
Video
China
Forums
Blog
Instant
Messaging
SNS
Video
MBMicro
blogging
JAPAN
--Anonymous blogging is popular
--Japanese is the 2nd most used language on Twitter
-- 75% of Japanese owns a mobile phone
Internet Users
Photo &Video sharing
21%
Social Media Usage
Source: Universal McCann Social MediaTracker Mar 2008
A combination of an urban lifestyle and infrastructure creates a mobile lifestyle that keeps millions reaching to connect via cell phone vs. PC.
Social media is exploding globally
There are different approaches to prioritize your global projects– Approach by language– Approach by platform
Lessons learned by platform
AGENDA
Watch video clips online
83%(394 m)
+ 20% YOY
Read blogs73%
(346 m)+ 11% YOY
Join a social network site
57%(272 m)
+ 21% YOY
GLOBAL SOCIAL PLATFORM USAGE
Source: Universal McCann Social MediaTracker Mar 2008
Watching video clips online continues to grow massively globally and penetration is huge in all markets– 83% (394 m) worldwide– Very high frequency medium (71% weekly)
Uploading video clips 39% (183 m) worldwide Huge variation in involvement Japan shuns video and photo sharing while Latin America and
other Asian countries lead
VIDEO
VIDEO SITES MARKET SHARE IN CHINA
Source: Baidu Video Search Report May 2007
Tudou
56.com
Youku
Top 10 video sites in China are all local sites. YouTube has less than 0.5% market share.
TUDOU KNOWS CHINA BETTER!
Local video websites have more Chinese language content
Tudou.com is streaming more minutes of video content every month than YouTube (15 billion minutes per month vs.3.5 billion)!
YouTube often gets blocked by Chinese government for political reasons.
Content
Access
Market
Share
Blogs are a mainstream online activity worldwide– 73% (346 m) have read a blog– 39% (184 m) have started their own blog
People prefer to communicate in the language of their choice and read content that is relevant and tailored
Direct2Dell in multiple languages– Chinese– Spanish– Japanese– Norwegian
BLOG
DIRECT2DELL CHINESE BLOG
Share knowledge with customers
Face negative questions
Utilize multiple formats
Lead industry hot topics
Interact with customers
It’s more than translation--Global content:100% customize-- Local content: 50%
Launched in Mar 2007 as the first Chinese corporate blog in computer industry -- Local content get more views
and comments
Global penetration has increased significantly– Global penetration: 57%– Estimated 272 m users
Emerging markets with high emigration lead the way– Philippines 83%, Hungary 80%, Poland 77%, Mexico
76%– Brazil has the most active users
– 56% update profiles every day
Fragmented market suggests a truly global platform is almost impossible
SOCIAL NETWORK SITES
WORLD MAP OF POPULAR SNS
Asian customers prefer different social networks
Orkut is No 1 in Brazil and India
FACEBOOK VS. OTHERS
200 mln 20 mln 14 mln 300 mln
Forum is most valuable IWOM media in china
– +1 million online forums
–+10 million posts created per day
–+50 million active users
FORUM
Social media is exploding globally
There are different approaches to prioritize your global projects– Approach by language– Approach by platform
Lessons learned by platform
Key Takeaways
AGENDA
Social media is growing rapidly in all markets.
People use social media differently around the world. Research user habits and pick the right platform.
Different markets have specific brand preferences. No single brand covers all.
KEY TAKEAWAYS
Jacqui Zhou, Dell Social Media Globalization Manager
– Email: Jacqui_Zhou@dell.com– Twitter: http://www.twitter.com/JacquiAtDell– LinkedIn: Jacqui Zhou
CONTACT
BACKUP
92% of the 243 million broadband consumers in China (224 million) ages 13+ contribute to social media. This is compared with only 76% of the American broadband population.
China has a sizable proportion of social media contributors who participate in many Web 2.0 activities, including blogs, micro-blogs, social media, video and photo sharing
43% of Chinese broadband users (105 million) contribute to forums and discussion boards.
Young professionals ages 25-29 are the most active users of social media in China. They use more online modes of communication more often than any other age group.
37 percent of bloggers, or 29 million bloggers, post to blogs on a daily basis.
41 million Chinese are heavy social media contributors (6+ activities) who connect with 84 people on a ‘one-to-many’ basis in a typical week.
CHINESE SOCIAL MEDIA USE SURPASSES US
32
INTERNET WORD OF MOUTH
In China, Internet word of mouth transfers via online community platforms such as BBS (onlinemessage boards), blogs ,video sites and IM.
Instant Messenger
EUROPE
Collectors: Enjoy cataloguing and organizing Web content.
Creators: Create content with social technologies.
Joiners: Participate in social networks.
Critics: Post on other people’s blogs or write product reviews.
Spectators – View and read social media content. Inactives – Don’t engage with social technologies
in any way.
Dutch most creative, German least
UK likes networking France doesn’t
Collectors9%
Creators 10%
Joiners 13%
Critics 19%
Spectators 40%
Inactives 53%
Only 6% of mobile users watch TV on mobile phone
Northern Europeans more active than Southern
Social Media Usage in EuropeSource: Forrester Research European Social Technographics Revealed
SEARCH ENGINE
Google is NOT Number One everywhere.
Asia• >40% of the online world will be in Asia in two years
Mobile 48% of people will regularly access mobile Internet by 2013 Internet usage on PC will drop from 95% to 50% in 5 years
Personal & social Advertising and marketing become increasingly personal with tailored content
for social networkers
Listening• Customer care and PR are blending as consumers use social media to
demand service
Corporate all-stars• Workers flock to social media to build their personal brands, yet offer
employers an effective and credible way to market in the downturn
TRENDS TO WATCH
Global LearningsJacqui Zhou, Dell
WORLD MAP OF POPULAR SNS