Social Media: Global vs. Local - Can One Size Fit All?
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15-Sep-2014 -
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Transcript of Social Media: Global vs. Local - 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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simon kemp@eskimon
we are social
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we are social
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we are a conversation agency
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we are social
we are helping many leading brands...
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we are social
New York(opening soon)
São PauloSydney
Singapore
Milan
MunichParis
London
...from offices all over the world
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we are social
São PauloSydney
Singapore
Milan
MunichParis
London
singapore office opened 01 sep 2011
new!
New York(opening soon)
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</sales pitch>
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vs
one global presence
many local presences
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3 questions:
what are the pros and cons of each?
which approach is right for you?
how can you implement it?
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““
proof:local facebook pages
work much betterthan the global ones.
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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
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torture numbersand they’ll tell you
anything
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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
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14,842 > 3,410average actions
per post onglobal page
average actions per post on local pages combined
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this sample is hardly representative, but...
*( )
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generally speaking,
global pages drive
greater total activity;
local pages drive
higher average activity.
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PHO
TO:
© P
ICTF
ACTO
RY
ON
FLI
CKR
the gravity of crowds
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““human beingsare herd animals.we do what wedo because ofother people.
mark earls, “herd”
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in light of this, it seemsthat a single global presence
could work for brands
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indeed, it’s much easier to maintain brand consistency
with a single global presence
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but there are manyadvantages to adoptinga localised approach too
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conversation
culturechallenges
country needs commonalities
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conversation
culturechallenges
country needs commonalities
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language
PHO
TO:
MAS
TUD
ENTS
ITE.
ORG
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there are thousands of different social networks, built around different needs and interests
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but they all haveone thing in common:
conversations
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withoutconversations,social mediaaren’t social
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but in asia alone, there are2,000 spoken languages
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OMG! LOLz
...not to mention ways ofactually speaking them
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so is it realistic to expect our audiences to engage if we’re only ‘communicating’ in one language?
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我不会说英语
私は英語を話せないฉันไม่ได้พูดภาษาอังกฤษ난 영어 안합니다
would you consider asingle language approach
in any other media?( )
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how can you make it aseasy as possible for audiences
to join your conversations?
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conversation
culturechallenges
country needs commonalities
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culture
PHO
TO:
© E
SKIM
ON
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面子many asian culturesare guided by theconcept of ‘face’
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as a result, asians oftenexhibit less ‘social volume’than their western peers
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brands may need to explore different ways of inspiringasian audiences to interact
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where and how doesyour audience want to
connect with your brand?
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conversation
culturechallenges
country needs commonalities
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affinity
PHO
TO:
© T
ED O
LIKK
ALA
(MAD
ABO
UTA
SIA
ON
FLI
CKR)
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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
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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
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people use social networksfor many different reasons
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sometimes it’s because theywant to connect with brands
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but more often it’sto stay in touch withfriends and family...
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...to meet new friends andpeople with similar interests...
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...and to express themselvesand show off their skills
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brands need to understandthese motivations, and connect with audiences on their terms
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even being able to relate with your audience in the simplest of ways can make a big difference
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how can you demonstrate affinity with your audience, and add
value to their social experience?
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conversation
culturechallenges
country needs commonalities
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PHO
TO:
GO
MAG
AZIN
E (V
IA K
EVIN
INLI
BERIA
.BLO
GSP
OT.
COM
)
hq vs local
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local markets will often havespecific needs that could be well
served with social media activities
NEW!
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but a single global presencecan only add basic value
to local marketing activities
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meanwhile, a lack of local involvement can result in a‘not invented here’ attitude
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how will you support local marketing teams’ efforts?
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conversation
culturechallenges
country needs commonalities
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practicalities
PHO
TO:
WW
ARBY
ON
FLI
CKR
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the legislation governing marketing activities variesgreatly between countries
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timezone management isa critical factor in managing cross-border communities
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the ability to respond to eventsin real-time can help to bring a brand’s social presence to life
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is it feasible to meet allyour different needs
with a single presence?
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conversation
culturechallenges
country needs commonalities
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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
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IDEA
how can you put yourchosen strategy into action?
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there’s no ‘silver bullet’ answer that will work for every brand...
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but let’s take a look at whatsome successful brands are doing
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the ‘multi-local’approach
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the ‘glocal’approach
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the page remains the same, but the language visitors see depends on the country of their ip address
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the multilingualglobal approach
hello! 您好!
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the page only posts in english, buthas conversations in many languages
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this is consistent in the brand’sother conversations channels too
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plenty more inspiration atwww.facebook-studio.com
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3 questions:
what are the pros and cons of each?
which approach is right for you?
how can you implement it?
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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
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what’s right for youdepends entirely onyour brand’s context
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we are social can help
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!but no matter which
approach you adopt...
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remember that you shouldalways start with the
audience, not with the brand
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Q&A