Dell Global Learnings

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This is the presentation that @JacquiatDell gave at Dell's Executive Social Marketing Boot Camp: http://bitly.com/a77RY.

Transcript of Dell Global Learnings

  • 1.GLOBAL LEARNINGSJacqui Zhou April 2009

2. AGENDA 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 3. 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 MediaTracker Mar 2008 4. SOCIAL MEDIA IS EXPLODINGGLOBALLY Participation Rate Among active Internet users between age 16-54 Source: Universal McCann Social MediaTracker Mar 2008 5. A GLOBAL VIEW Mar 2008 6. INTERNET USERS DISTRIBUTIONRest of World61%68%ChinaUS 10% 17%29% 15% 2002 2008Source: CNNIC Jul 2008 7. AGENDA Social media is exploding globally There are different approaches to prioritize your approach Approach by language Approach by platform 8. WHERE DO I FOCUS? 9. INTERNET KNOWS NO BORDERS, EXCEPT FOR LANGUAGESNorweigenDanish0.5% Swedish 0.3% 1% Dutch Rest of world 2% 8% Russian 2% Italian3% EnglishKorean30% 3% Hindi 3%Arabic 4%Portuguese4% German5% French Chinese5%15% Japanese7%Spanish9% Source: www.internetworldstats.comInternet Usage by Language 10. DELLS APPROACH Tier 1: LanguagesChinaUK, Tier 2: CountriesScotlandUS CanadaChineseGermanyGerman EnglishIndiaFrance Russia GlobalFrenchRussianCanadaCountriesin AfricaJapanese SpanishPortugueseSpainJapanAmericas PortugualBrazil 11. KEY PRIORITIZATION FACTORS Languages Countries Business priorities Differences Culture Internet penetration Customer needs Population reach Preferred social media Social media usage tools Growth potential # of users Cost Strategic importance Sufficient localactivities 12. WHICH PLATFORM DO I PICK? Forum/MessagePeople use social Boards PhotoBloggingSharingmedia differently Keyaround the world.Micro SocialVideo Sharing Blogging Research user habitsPlatformsand pick the right Social RSS Networkingplatform.Widgets 13. CHINA V. US - POPULAR SOCIAL PLATFORMS SNSSN MBMicroS Blog blogging Blog ChinaInstantVideo Messaging U.S. IM ForumsForumsVideo 14. JAPAN--Anonymous bloggingInternet Users is popularRead Blogs 84%--Japanese is the 2nd Social Network sites 42% most used language on Twitter Photo &Video sharing 21%-- 75% of Japanese owns a mobile phone Social Media UsageSource: Universal McCann Social MediaTracker Mar 2008 15. A combination of an urban lifestyle and infrastructure creates a mobile lifestyle that keeps millions reaching to connect via cell phone vs. PC. 16. AGENDA Social media is exploding globally There are different approaches to prioritize your global projects Approach by language Approach by platform Lessons learned by platform 17. GLOBAL SOCIAL PLATFORM USAGE Watch video clips Join a social Read blogsonline network site 73% 83%57% (346 m) (394 m)(272 m) + 11% YOY + 20% YOY+ 21% YOYSource: Universal McCannSocial MediaTrackerMar 2008 18. VIDEO 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 19. VIDEO SITES MARKET SHARE IN CHINATudou56.comYouku Top 10 video sites in China are all local sites. YouTube has less than 0.5% market share.Source: Baidu Video Search Report May 2007 20. 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.Market Content AccessShare 21. BLOG 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 22. DIRECT2DELL CHINESE BLOG Launched in Mar 2007 as the first Its more than translation Chinese corporate blog--Global content:100% customize in computer -- Local content: 50% industry -- Local content get more viewsand commentsShare knowledge with customers Face negative questions Interact with customersLead industry hot topicsUtilize multiple formats 23. SOCIAL NETWORK SITES 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 24. WORLD MAP OF POPULAR SNS 25. FACEBOOK VS. OTHERS Asian customers prefer different social networks200 mln20 mln14 mln300 mln Orkut is No 1 in Brazil and India 26. FORUM Forum is most valuable IWOM media in china +1 million online forums+10 million posts created per day+50 million active users 27. AGENDA 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 28. KEY TAKEAWAYS 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. 29. CONTACTJacqui Zhou, Dell Social Media Globalization Manager Email: [email protected] Twitter: http://www.twitter.com/JacquiAtDell LinkedIn: Jacqui Zhou 30. BACKUP 31. CHINESE SOCIAL MEDIA USE SURPASSES US 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. 32 32. INTERNET WORD OF MOUTH In China, Internet word of mouth transfers via online community platforms such as BBS (online message boards), blogs ,video sites and IM. Instant Messenger 33. EUROPEOnly 6% of mobile users watch TV on mobile phoneCollectors Collectors: Enjoy cataloguing and organizing9%Web content.Creators: Create content with socialCreators 10% Dutch most creative, German leasttechnologies.Joiners: Participate in social networks.Joiners 13% UK likes networking France doesntCritics: Post on other peoples blogs Critics 19%or write product reviews.Spectators View and read Spectators 40%social media content. Inactives Dont engage Northern Europeanswith social technologiesInactives 53% more active thanSouthernin any way. Social Media Usage in Europe Source: Forrester Research European Social Technographics Revealed 34. SEARCH ENGINE Google is NOT Number One everywhere. 35. TRENDS TO WATCH 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 36. WORLD MAP OF POPULAR SNS Global LearningsJacqui Zhou, Dell