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