Global vs Local Social Media - Can One Size Fit All?
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can one size fit all? simon kemp • we are social • #smwf singapore, 02 sep 2011 when it comes to social media, should brands go global or local?
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17-Oct-2014 -
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When it comes to social media, should you opt for one global presence, or create a number of different properties tailored for different countries and cultures? This presentation explores the pros and cons of each approach, provides a framework for decision-making, and offers examples of brands that have used each approach successfully.
Transcript of Global vs Local Social Media - Can One Size Fit All?
can one size fit all?
simon kemp • we are social • #smwf singapore, 02 sep 2011
when it comes to social media, should brands go global or local?
simon kemp@eskimon
we are social
we are social
we are a conversation agency
we are social
we are helping many leading brands...
we are social
São PauloSydney
Singapore
Milan
MunichParis
London
...from offices all over the world
we are social
São PauloSydney
Singapore
Milan
MunichParis
London
singapore office opened 01 sep 2011
new!
</sales pitch>
vs
one global presence
many local presences
3 questions:
what are the pros and cons of each?
which approach is right for you?
how can you implement it?
““
proof:local facebook pages
work much betterthan the global ones.
starbucks facebook engagement
0.60
0.45
0.30
0.00
0.15
0.53%
0.35%
0.23%
0.19%0.16%
0.14% 0.14% 0.12%0.11%
0.08% 0.08%0.07% 0.07% 0.06%
star
buck
s ne
ther
land
sst
arbu
cks
thai
land
star
buck
s be
lgiu
mst
arbu
cks
arge
ntin
ast
arbu
cks
czec
h re
publ
icst
arbu
cks
irela
ndst
arbu
cks
turk
eyst
arbu
cks
cana
dast
arbu
cks
singa
pore
star
buck
s ge
rman
yst
arbu
cks
unite
d ki
ngdo
m
star
buck
s gl
obal
star
buck
s fra
nce
star
buck
s ph
ilippi
nes
average engagement with page posts
torture numbersand they’ll tell you
anything
0.60
0.45
0.30
0.00
0.15
170K450K300K940K140K230K330K30K20K190K20K20K 15K
24.7M
average engagement with page poststotal number of page ‘likes’
starbucks: engagement vs. size of page
0.53%
0.35%
0.23%
0.19%0.16%
0.14% 0.14% 0.12%0.11%
0.08% 0.08%0.07% 0.07% 0.06%
star
buck
s ne
ther
land
sst
arbu
cks
thai
land
star
buck
s be
lgiu
mst
arbu
cks
arge
ntin
ast
arbu
cks
czec
h re
publ
icst
arbu
cks
irela
ndst
arbu
cks
turk
eyst
arbu
cks
cana
dast
arbu
cks
singa
pore
star
buck
s ge
rman
yst
arbu
cks
unite
d ki
ngdo
m
star
buck
s gl
obal
star
buck
s fra
nce
star
buck
s ph
ilippi
nes
14,842 > 3,410average actions
per post onglobal page
average actions per post on local pages combined
this sample is hardly representative, but...
*( )
generally speaking,
global pages drive
greater total activity;
local pages drive
higher average activity.
PHO
TO:
© P
ICTF
ACTO
RY O
N F
LICK
R
the gravity of crowds
““human beingsare herd animals.we do what wedo because ofother people.
mark earls, “herd”
in light of this, it seemsthat a single global presence
could work for brands
indeed, it’s much easier to maintain brand consistency
with a single global presence
but there are manyadvantages to adoptinga localised approach too
conversation
culturechallenges
country needs commonalities
conversation
culturechallenges
country needs commonalities
language
PHO
TO:
MAS
TUD
ENTS
ITE.
ORG
there are thousands of different social networks, built around different needs and interests
but they all haveone thing in common:
conversations
withoutconversations,social mediaaren’t social
but in asia alone, there are2,000 spoken languages
OMG! LOLz
...not to mention ways ofactually speaking them
so is it realistic to expect our audiences to engage if we’re only ‘communicating’ in one language?
我不会�英�
私は英語を話せないฉันไม่ได้พูดภาษาอังกฤษ� �� ����
would you consider asingle language approach
in any other media?( )
how can you make it aseasy as possible for audiences
to join your conversations?
conversation
culturechallenges
country needs commonalities
culture
PHO
TO:
© E
SKIM
ON
面子many asian culturesare guided by theconcept of ‘face’
as a result, asians oftenexhibit less ‘social volume’than their western peers
brands may need to explore different ways of inspiringasian audiences to interact
where and how doesyour audience want to
connect with your brand?
conversation
culturechallenges
country needs commonalities
affinity
PHO
TO:
© T
ED O
LIKK
ALA
(MAD
ABO
UTA
SIA
ON
FLI
CKR)
country top website reach
china baidu 89%
hong kong yahoo! 85%
indonesia facebook 70%
japan yahoo! 81%
south korea naver 84%
malaysia facebook 76%
philippines facebook 92%
singapore facebook 82%
taiwan yahoo! 92%
thailand facebook 76%
vietnam zing 64%
top websites across asia
thailand:facebook
vietnam:zing
malaysia:facebook indonesia:
singapore:facebook
philippines:facebook
japan:mixi
south korea:cyworld
taiwan:wretch
25M
11M
2.5M
11M
39M
29M
india:facebook
china:qzone
531M
15M
15M
9M
18M
4M
hong kong:facebook
the preferred social network
also varies across asian countries
people use social networksfor many different reasons
sometimes it’s because theywant to connect with brands
but more often it’sto stay in touch withfriends and family...
...to meet new friends andpeople with similar interests...
...and to express themselvesand show off their skills
brands need to understandthese motivations, and connect with audiences on their terms
even being able to relate with your audience in the simplest of ways can make a big difference
how can you demonstrate affinity with your audience, and add
value to their social experience?
conversation
culturechallenges
country needs commonalities
PHO
TO:
GO
MAG
AZIN
E (V
IA K
EVIN
INLI
BERI
A.BL
OG
SPO
T.CO
M)
hq vs local
local markets will often havespecific needs that could be well
served with social media activities
NEW!
but a single global presencecan only add basic value
to local marketing activities
meanwhile, a lack of local involvement can result in a‘not invented here’ attitude
how will you support local marketing teams’ efforts?
conversation
culturechallenges
country needs commonalities
practicalities
PHO
TO:
WW
ARBY
ON
FLI
CKR
the legislation governing marketing activities variesgreatly between countries
timezone management isa critical factor in managing cross-border communities
the ability to respond to eventsin real-time can help to bring a brand’s social presence to life
is it feasible to meet allyour different needs
with a single presence?
conversation
culturechallenges
country needs commonalities
global advantages local advantages
simpler management responsive to local needs
brand consistency higher average engagement
the ‘crowd’ effect cultural and language needs
global challenges local challenges
lower average engagement more costly
legislative issues brand consistency issues
supporting local activities ‘dispersed’ communities
IDEA
how can you put yourchosen strategy into action?
there’s no ‘silver bullet’ answer that will work for every brand...
but let’s take a look at whatsome successful brands are doing
the ‘multi-local’approach
the ‘glocal’approach
the page remains the same, but the language visitors see depends on the country of their ip address
the multilingualglobal approach
hello! 您好!
the page only posts in english, buthas conversations in many languages
this is consistent in the brand’sother conversations channels too
plenty more inspiration atwww.facebook-studio.com
3 questions:
what are the pros and cons of each?
which approach is right for you?
how can you implement it?
global advantages local advantages
simpler management responsive to local needs
brand consistency higher average engagement
the ‘crowd’ effect cultural and language needs
global challenges local challenges
lower average engagement more costly
legislative issues brand consistency issues
supporting local activities ‘dispersed’ communities
what’s right for youdepends entirely onyour brand’s context
we are social can help
!but no matter which
approach you adopt...
remember that you shouldalways start with the
audience, not with the brand
Q&A
