Social Media for International Business

USING SOCIAL MEDIA AND MOBILE TO
REACH NEW AUDIENCES AND RAISE
AWARENESS IN INTERNATIONAL MARKETS

© 2012 ﬁveseed, llc. All rights reserved.

USING SOCIAL MEDIA AND MOBILE TO
REACH NEW AUDIENCES AND RAISE
AWARENESS IN INTERNATIONAL MARKETS

Presented By:
Rosie Branstetter
Principal


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@ﬁveseed


JUST A NEW WAY TO
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INTERNET STATISTICS

‣ By 2015: 1.2 billion internet
users

‣ Will experience compound
annual growth rates of
between 9% to 20% between
2009 and 2015

‣ 60% of BRIC internet users are
under the age of 35

* Source: Internet World Stats, June 2010; Universal McCann, 2010

INTERNET PENETRATION BY MARKET

* Source: Universal McCann, 2010

INTERNET USERS IN THE WORLD
Asia
44.8%

Ocean/Au Europe
1.1% 22.1%
Middle East
3.4%
Africa
6.2%
Lat Am/Carr N. America
10.4% 12.0%

* Source: Internet World Stats, 2011

CONSUMER BEHAVIOR ONLINE


HAVE YOU VISITED A BRAND
WEBSITE IN THE PAST 6 MONTHS?


* Source: Language Connect, 2011


BEST PRACTICES
‣ Understand preferences
‣ Identify local SMEs for content creation
‣ Prioritize which content to translate
‣ Decide what to do with everything else
‣ Don’t forget to engage with your readers via comments
‣ Avg return of $25 for every $1 spent on localization
‣ “Gisting”
‣ Machine vs. Human

* Source: Kathleen Bostick, Lionbridge Technologies, @KathleenBostick

GROWTH IN SOCIAL NETWORKING (2008 - 2011)


MICROBLOGGING (2009 - 2011)


TWITTER...REALLY?!?

‣ Older demographic
‣ Educated, more afﬂuent
‣ 60% non-U.S. users
‣ Early adopters, movers/shakers
‣ Will double by 2014
‣ Grew 32% in 2011
‣ Immediate and trackable!

‣ Exceeds 4 billion views per day
‣ Every minute 35 hours of new video is uploaded
‣ 144.1 million viewers watched 14.6 billion videos on
YouTube.com (101.2 videos per viewer) in May 2010
‣ Only 30% of YouTube trafﬁc comes from within the U.S.

...AND?
‣ Dailymotion: A European youtube rival
‣ Chinese versions: Tudou.com,Youku.com (200 million visits)
‣ Japanese versions: Watchme.tv, peevee.tv, cliplife.jp
‣ South Korea: Pandora.tv

VIDEO: DO OR DIE

‣ From 30% to 90% by 2013
‣ 5.1 min was the average length in 2011
‣ The average time of an online video ad is
24 seconds
‣ 66% of the world’s mobile data trafﬁc
will be video by 2014
‣ When a video is present, consumers
spend 9% more time viewing the page
‣ Online retail shoppers who watch video
spend 2 minutes longer on the page
‣ Optimize for SEO

VIDEO: DO OR DIE


LINKEDIN
‣ 90 million users across 200 countries
‣ Discover communities, partners, and
competitors (Hint: Search by...)

‣ Network with peers
‣ Establish credibility
‣ Carve out your niche


* Source:Vincenzo Cosenza, www.vincos.it

LINKEDIN...AND??
‣ Viadeo: Oriented for European business
‣ Ushi.cn: Invite-only business networking platform for China
‣ A Small World: Invite-only networking site that links members
with other members, discussions, and events

‣ Internations: Connect with expats living around the world
‣ Xing: Stronger presence in Europe
‣ MeetingWave: Search for international events near you
‣ Orkut: Popular in Brazil and India, target posts by groups

‣ 805+ million users
‣ Accounts for 1 out of every 5
pageviews on the Web
‣ Facebook is now the world’s
largest photosharing site
‣ Trending behavior...search
engine
‣ Open Graph... everything is
“likeable”
‣ Average user has 130 friends
and 60 connections to interests

* Source: Cision/GSPM Media Survey 2010, comScore

THE MOBILE REVOLUTION
‣ Critical mass: 5.3 billion mobile subscribers
(77%)

‣ Growth is led by China and India
‣ By 2014, there will be more than 200 million
mobile subscribers in both Brazil and Russia,
853 million in India, and 1.3 billion (yes
billion) in China

‣ Mobile-only: Egypt is 70%, India 59%, US 25%

‣ Mobile penetration in the developing world
now is 68%

* Source: MobiThinking; Facebook, January 2011


* Source: comScore 2011

WHAT’S NEXT?


WHAT’S NEXT?
‣ Money transfer

‣ Geo-location-based offers

‣ Augmented reality

‣ Near Field Communication


SNAPSHOT BY MARKET
‣ U.S.
• Still the dominate player
• With more than 150 million users in the U.S., Facebook
has achieved market saturation of over 50% of all Internet
users
• 70% of U.S. Facebook users login at least once a day
• YouTube, MySpace, and Twitter round out the top four
• More than 75% of U.S. residents have access to the
Internet
* Source: Search Engine Watch

SNAPSHOT BY MARKET
‣ Brazil
• Constant activity in the social networking
• Orkut still reigns supreme (100 million users worldwide)
• Twitter is popular, with 20% reporting activity on the site

‣ Mexico
• IM apps remain the most commonly used
• Twitter and Facebook are gaining in popularity
• Internet access is limited to just over 25%, largely untapped
market

SNAPSHOT BY MARKET
‣ China
• Early adopters, 90% video mostly local platforms
• Golden Shield Project enforced by the Chinese government, national
ﬁrewall serves as a barrier to sites like Facebook and Twitter

• 45% of Internet users participate in some way in the social media scene,
with Internet forums and blogs being a popular choice

‣ India
• Facebook has gained supremacy, with 20 million users to Orkut's 19
• Expected to increase as more social media users gravitate to Facebook
• 78% spend time managing proﬁles and 77% upload photos

SNAPSHOT BY MARKET
‣ Japan
• Twitter is rapidly gaining popularity (2nd most used language), but local
sites like Mixi and Gree still maintain dominance Mobage-Town is also
popular due to easy portability and free games

• Japanese much more advanced in mobile behavior, 55.4% using apps,
compared to 36.4% in the US and 28.8% in Europe

‣ Korea
• Love busy, animation-rich sites
• Most popular site is Cyworld with over 20 million users
• Local networking sites dominate
• Only 6% mobile, highest percentage of video sharing Engine Watch
* Source: Search

SNAPSHOT BY MARKET
‣ Russia
• Fourth in total social media saturation, most engaged audience
• Dominated by local networks, including VKontakte and Odnoklassnik
(reaching more than 100 million users combined)

• Many Russian ﬁrms utilize VKontakte for recruiting, making it a popular
choice among college students and recent graduates

‣ United Kingdom
• Facebook is the predominant site, with YouTube and Twitter running a
close second and third

• The U.K. is second only to the US in the number of Facebook users

SNAPSHOT BY MARKET
‣ Spain
• 2010 marks the ﬁrst year in which Facebook users outnumbered
members of Tuenti, a popular Spanish-language social site

• Twitter is slowly gaining an audience, but is still mainly used for business
purposes rather than personal micro-blogging applications

‣ France
• Skyrock has long dominated the French, Belgian, and Swiss social media
marketplace.

• In 2010 Alexa statistics indicated that Facebook has achieved top-place
ranking among French media sites


SNAPSHOT BY MARKET
‣ Germany
• Cautious adopters, steady growth predicted
• Mobile Web ads get the best results
• Facebook has faced some serious challenges in breaking into the
German market, including governmental legal proceedings aimed at
Facebook's privacy policies and use of collected personal data

‣ The Netherlands
• Language barriers have created issues for Facebook, where Dutch-
language social networking site Hyves takes ﬁrst place (more than 10
million registered users)
• Twitter is gaining ground


For customized market research and international

marketing strategy, please contact: rosie@ﬁveseed.com


THANK YOU!

For customized market research and international

marketing strategy, please contact: rosie@ﬁveseed.com


BRAZIL

• Constant activity on social networking sites, 69%
• Orkut still reigns supreme...for the moment; Facebook for
higher income brackets
• Twitter is popular, with 20% reporting activity on the site
• In 2010, there were more mobile broadband connections
in Brazil than wired the broadband ones
• Purchasing power still does not allow more than 15% of
subscribers to have post-paid plans
• Only 1/3 of PC owners have internet connection

* Source: Search Engine Watch; The Boston Consulting Group

BRAZIL

• Mobile internet is still relatively new; only 11 million
Brazilian mobile phone owners use mobile internet (17%)
• Currently spend 0.9 hours per day online; projected to
jump to 2.1 hours by 2015
• E-commerce is an emerging trend (17%)
• Instant messaging is common
• Top visited internet sites (Local): UOL, Globo, Terra, iG,
MercadoLivre

* Source: The Boston Consulting Group

RUSSIA

• Fourth in total social media saturation, most engaged audience

• Dominated by local networks, including VKontakte and Odnoklassnik
(reaching more than 100 million users combined)

• Many Russian ﬁrms utilize VKontakte for recruiting, making it a popular
choice among college students and recent graduates

• Average 1.7 hours online per day; projected to increase to 2.4 by 2015

• Emerging trend: 21% shop online

• Facebook rapidly gaining market share; ranks in the top 20

• Abundance of free content means few are willing to pay for content

• More disposable income on average

INDIA

• Online consumption has clear lines: urban vs rural, young vs old, rich vs
poor

• Mobile is the exception; wireless broadband expected to grow quickly

• Phone calls only

• Internet penetration expected to reach 19% by 2015

• 81 million internet users; will triple to 237 million by 2015

• Internet cafes are the access point

• Average 0.5 hours online per day; projected to increase to 0.7 by 2015


INDIA

• Facebook has gained supremacy, with 20 million users to Orkut's 19

• Expected to increase as more social media users gravitate to Facebook

• 78% spend time managing proﬁles and 77% upload photos

• Orkut: Target posts by groups


CHINA

• Early adopters; 457 million Internet users and boasts the highest
percentage of online users interacting with social media

• Golden Shield Project enforced by the Chinese government means
websites that are not approved by the Chinese government are blocked
in the country, and can only be accessible through gateways like proxies

• 45% of Internet users participate in some way in the social media scene,
with Internet forums and blogs being a popular choice

• Prefer instant messaging over email; QQ is the top messaging platform;
Tencent (IM provider)

• High consumption of entertainment, gaming, and news online


CHINA

• 90% availability of broadband
• Internet penetration increased at 41% annual growth between 2007 and
2009; 384 million represents only 28% of overall population
• Access internet through mobile and PCs; internet cafes
• By 2015, internet penetration will increase to 650 million users (50%)
• 59% own mobile phones
• Average 2.7 hours online per day
• Magazines are more effective than TV at reaching younger, more
educated, and more afﬂuent Chinese
• 90% video mostly local platforms (Tudou.com, 56.com, pomoho.com)


CHINA

• Twitter is banned; Sina Weibo (a twitter clone)

• Primarily ruled by local online sites; Tencent (IM provider) and Alibaba
(50 million users from more than 240 countries)

• #1 Search Engine: Baidu with 76% market share; censored

• Panguso: a new search engine launched in 2011 by state-owned Xinhua
News Agency and China Mobile; censored

• Jan 2006, Google launched its China-based google.cn search page with
results subject to censorship by the Chinese government.

• Google’s relationship with the Chinese government has been volatile.
Currently Google and related products are banned in China.


CHINA

* Source: iResearch

CHINA

• RenRen reins as top social network
• LinkedIn’s presence in China is relatively weak (there is no Chinese
language version); sometimes blocked
• Hengzi, Wealink, 5gme are local professional networks; Chinese only
• Tianji (“worldly connections”) is China’s leading social networking
service dedicated to business networking for professionals; English
version available; recently merged with Viadeo, a social network for
professionals in France
• Ushi (“outstanding professional”) is an invite-only business networking
platform; English version available
• Findkoo.com an exclusive online business network for professionals
doing business related to China; invitation only
* Source: Alexa; LinkedIn; Google Trends; SocialBeat;
Techcrunch; China Internet Watch

CHINA

• Alibaba offers gigantic trade platforms; recent trouble with fraud charges
• ORIENTED claims to be the largest network in the world of
international professionals interested in Asian business and partnerships;
provides ofﬂine networking events worldwide
• 51 a Chinese job board (also in English)
• Douban attracts art students and those passionate about books, cinema,
culture, and music
• Kaixin001 more mature audience of young professionals; white collar
workers in Beijing; Guangzhou, Guangdong; Shanghai; and second-tier
cities
• QZone attracts teens through age 25; second- and third-tier cities

* Source: Alexa; LinkedIn; Google Trends; SocialBeat;
Techcrunch; China Internet Watch

* Source: Web2Asia.com

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