GLOBAL SOCIAL HOW TO MANAGE
SOCIAL MEDIA ACROSS CULTURES SIMON KEMP • WE ARE SOCIAL awree social We Are Social @wearesocialsg • #GlobalSocial • 1

We Are Social B2B Social
• @wearesocialsg • 2

CONTEXT Social media is a
truly global phenomenon, with people from all over the globe interacting with each other via social platforms every day. This global reach represents a significant opportunity for brands, but global diversity can make things complicated. This report explores the elements that marketers must consider when developing a multi-market social media strategy, explaining how to maximise economies of scale, whilst ensuring that social activities are tailored to specific local needs. We Are Social @wearesocialsg • #GlobalSocial • 3

AUG 2014 GLOBAL DIGITAL STATISTICS
ACTIVE INTERNET USERS TOTAL GLOBAL POPULATION ACTIVE SOCIAL MEDIA USERS UNIQUE ACTIVE MOBILE USERS ACTIVE MOBILE SOCIAL USERS 7.18 2.95 BILLION BILLION URBAN POP: 52% PENETRATION: 41% PENETRATION: 28% PENETRATION: 50% PENETRATION: 22% We Are Social • Sources: US Census Bureau, InternetLiveStats, Facebook, Tencent, VKontakte, GSMA Intelligence @wearesocialsg • #GlobalSocial • 4 1.56 BILLION 2.02 BILLION 3.61 BILLION

THE 6CS OF GLOBAL SOCIAL:
1. CONVERSATION 2. CULTURE 3. CONTENT 4. COUNTRY NEEDS 5. CELL PHONES 6. COMMUNITIES We Are Social @wearesocialsg • #GlobalSocial • 5

#1 CONVERSATION We Are Social
@wearesocialsg • #GlobalSocial • 6

WITHOUT CONVERSATIONS, SOCIAL MEDIA AREN’T
SOCIAL We Are Social @wearesocialsg • #GlobalSocial • 7

FOR BRANDS, IT’S THESE CONVERSATIONS
THAT CAN ADD THE GREATEST VALUE We Are Social @wearesocialsg • #GlobalSocial • 8

CONVERSATIONS ALLOW US TO UNDERSTAND
PEOPLE AND EXCHANGE MUTUAL VALUE We Are Social @wearesocialsg • #GlobalSocial • 9

BUT TO HAVE CONVERSATIONS, WE
NEED TO BE ABLE TO UNDERSTAND EACH OTHER We Are Social @wearesocialsg • #GlobalSocial • 10

SUCCESSFUL “ COMMUNICATION ISN’T ABOUT
WHAT WE SAY; IT’S ABOUT WHAT OTHER PEOPLE UNDERSTAND. We Are Social @wearesocialsg • #GlobalSocial • 11

WHAT LANGUAGE DOES YOUR AUDIENCE
PREFER TO SPEAK? We Are Social @wearesocialsg • #GlobalSocial • 12

HOW DO THEY ADAPT THAT
LANGUAGE IN THEIR SOCIAL MEDIA CONVERSATIONS? We Are Social @wearesocialsg • #GlobalSocial • 13

TIP #1: LISTEN TO THE
WAY YOUR AUDIENCE SPEAKS, AND ADAPT TO THEIR STYLE We Are Social @wearesocialsg • #GlobalSocial • 14

#2 CULTURE We Are Social
@wearesocialsg • #GlobalSocial • 15

CULTURE VARIES WIDELY AROUND THE
WORLD, EVEN IN NEIGHBOURING COUNTRIES We Are Social @wearesocialsg • #GlobalSocial • 16

BRANDS MUST BE PARTICULARLY AWARE
OF DIFFERING BELIEFS AND ATTITUDES We Are Social @wearesocialsg • #GlobalSocial • 17

IMPORTANT CULTURAL CONSIDERATIONS FESTIVALS PROHIBITION
WHICH SPECIAL DAYS AND EVENTS DEFINE YOUR AUDIENCE’S ‘LIFE CALENDAR’? WHAT DOES THE CULTURE DEEM INAPPROPRIATE OR DISRESPECTFUL? WHAT DOES IT OUTLAW? SEMIOTICS HOW DO PEOPLE INTERPRET FUNDAMENTAL ELEMENTS LIKE COLOURS, SHAPES, AND GESTURES? We Are Social @wearesocialsg • #GlobalSocial • 18

HOW DOES RELIGION IMPACT YOUR
AUDIENCE AND YOUR ROLE IN THEIR LIVES? We Are Social @wearesocialsg • #GlobalSocial • 19

DO PEOPLE’S VIEWS OF COLLECTIVISM
vs INDIVIDUALISM AFFECT SOCIAL INTERACTION? We Are Social @wearesocialsg • #GlobalSocial • 20

TIP #2: BUILD STRATEGIES FOR
CULTURES AND COMMUNITIES, NOT FOR PLATFORMS We Are Social @wearesocialsg • #GlobalSocial • 21

#3 CONTENT We Are Social
@wearesocialsg • #GlobalSocial • 22

MOST PEOPLE USE A VARIETY
OF SOCIAL MEDIA PLATFORMS IN DIFFERENT SETTINGS We Are Social @wearesocialsg • #GlobalSocial • 23

AUG ACTIVE USERS BY SOCIAL
PLATFORM 2014 BASED ON ACCOUNTS THAT HAVE LOGGED IN AT LEAST ONCE IN THE PAST 30 DAYS, IN MILLIONS 1,320 ! We Are Social @wearesocialsg • #GlobalSocial • 24 • Sources: latest official company statements SOCIAL NETWORK MESSENGER / CHAT APP 848 ! 644 ! 600 ! 438 ! 343 ! 300 ! 271 ! 230 ! 220 ! FACEBOOK QQ QZONE WHATSAPP WECHAT GOOGLE+ LINKEDIN TWITTER TUMBLR TENCENT WEIBO

HOWEVER, PEOPLE CAN MIGRATE TO
NEW PLATFORMS RELATIVELY QUICKLY We Are Social @wearesocialsg • #GlobalSocial • 25

BRANDS MUST BE CAREFUL TO
AVOID PUTTING ALL THEIR EGGS INTO ONE BASKET We Are Social @wearesocialsg • #GlobalSocial • 26

CREATE CONTENT THAT AUDIENCES CAN
USE ACROSS DIFFERENT SOCIAL PLATFORMS We Are Social @wearesocialsg • #GlobalSocial • 27

TIP #3: BUILD ACTIVITIES AROUND
PEOPLE’S INTERESTS, NOT AROUND TECHNOLOGY We Are Social @wearesocialsg • #GlobalSocial • 28

#4 COUNTRY NEEDS We Are
Social @wearesocialsg • #GlobalSocial • 29

HOW MUCH DO YOUR BRAND’S
OBJECTIVES VARY ACROSS COUNTRIES? We Are Social @wearesocialsg • #GlobalSocial • 30

HOW DIFFERENT ARE THE CHALLENGES
YOU FACE IN DIFFERENT COUNTRIES? We Are Social @wearesocialsg • #GlobalSocial • 31

HOW MUCH DO PEOPLE’S ATTITUDES
TOWARDS YOUR BRAND VARY BY COUNTRY? We Are Social @wearesocialsg • #GlobalSocial • 32

CAN YOU TELL THE SAME
‘STORY’ IN EACH MARKET, OR WILL YOU NEED TO ADAPT IT? We Are Social @wearesocialsg • #GlobalSocial • 33

HOW DO LEGISLATIVE ISSUES IN
DIFFERENT MARKETS AFFECT YOUR SOCIAL ACTIVITIES? We Are Social @wearesocialsg • #GlobalSocial • 34

HOW MIGHT OTHER LOCAL MARKETING
ACTIVITIES IMPACT SOCIAL MEDIA EFFORTS? We Are Social @wearesocialsg • #GlobalSocial • 35

TIP #4: DEVELOP A STRATEGY
THAT’S FLEXIBLE ENOUGH TO MEET VARYING COUNTRY NEEDS We Are Social @wearesocialsg • #GlobalSocial • 36

#5 CELL PHONES We Are
Social @wearesocialsg • #GlobalSocial • 37

SOCIAL MEDIA IS INCREASINGLY MOBILE,
ESPECIALLY IN DEVELOPING ECONOMIES We Are Social @wearesocialsg • #GlobalSocial • 38

THIS MOBILITY PRESENTS AN OPPORTUNITY
TO REACH PEOPLE ANYWHERE, ANYTIME We Are Social @wearesocialsg • #GlobalSocial • 39

HOWEVER, THE MOBILE EXPERIENCE VARIES
SIGNIFICANTLY AROUND THE WORLD We Are Social @wearesocialsg • #GlobalSocial • 40

JUN 2014 GLOBAL MOBILE HANDSET
SHARE 70% 30% 4.5 BILLION FEATURE PHONES IN USE GLOBALLY 1.9 BILLION SMARTPHONES IN USE GLOBALLY We Are Social @wearesocialsg • #GlobalSocial • 41 • Source: Ericsson

JUN 2014 GLOBAL MOBILE CONNECTIVITY
36% 64% BROADBAND DATA CONNECTION BASIC DATA CONNECTION We Are Social @wearesocialsg • #GlobalSocial • 42 • Source: Ericsson

HOW DO CONNECTION SPEEDS AND
SCREEN SIZE IMPACT THE ‘OPTIMUM’ EXPERIENCE? We Are Social @wearesocialsg • #GlobalSocial • 43

TIP #5: TAILOR CONTENT FOR
MOBILE-CENTRIC ENGAGEMENT AND SHARING We Are Social @wearesocialsg • #GlobalSocial • 44

#6 COMMUNITIES We Are Social
@wearesocialsg • #GlobalSocial • 45

YOUR BUDGETS MAY BE DEFINED
BY GEOGRAPHY, BUT SOCIAL MEDIA IS GLOBAL We Are Social @wearesocialsg • #GlobalSocial • 46

SOCIAL COMMUNITIES ARE DEFINED BY
SHARED BELIEFS, NOT COUNTRY BORDERS We Are Social @wearesocialsg • #GlobalSocial • 47

FOCUS ON WHAT UNITES YOUR
AUDIENCE, NOT WHAT DIVIDES YOUR BUDGETS We Are Social @wearesocialsg • #GlobalSocial • 48

TIP #6: DEFINE YOUR STRATEGY
AROUND PEOPLE’S PASSIONS, NOT THEIR PASSPORTS We Are Social @wearesocialsg • #GlobalSocial • 49

GET MORE TIPS AND INSIGHT:
WEARESOCIAL.SG We Are Social @wearesocialsg • #GlobalSocial • 50

WE ARE SOCIAL IS A
GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG. We Are Social Making Friends & Influencing People • 45

WE ARE SOCIAL SINGAPORE SIMON
KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social wearesocial.sg • @wearesocialsg • 233