More than 2 billion people around the world used social media in the past 30 days, and these numbers are still growing at an impressive rate. This connected, vocal audience presents huge opportunities that marketers won’t want to miss, but social success requires a different approach in different countries and cultures around the world. So how can marketers get global social ‘right’? The answer lies in the 6Cs of Social, which we explore in this presentation and our accompanying analysis, which you'll find at http://wearesocial.sg/blog/2014/08/6cs-global-social-media/
3. 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.
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4. 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
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1.56
BILLION
2.02
BILLION
3.61
BILLION
5. THE 6CS OF GLOBAL SOCIAL:
1. CONVERSATION
2. CULTURE
3. CONTENT
4. COUNTRY NEEDS
5. CELL PHONES
6. COMMUNITIES
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8. FOR BRANDS, IT’S THESE CONVERSATIONS
THAT CAN ADD THE GREATEST VALUE
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9. CONVERSATIONS ALLOW US TO UNDERSTAND
PEOPLE AND EXCHANGE MUTUAL VALUE
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10. BUT TO HAVE CONVERSATIONS, WE NEED
TO BE ABLE TO UNDERSTAND EACH OTHER
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11. SUCCESSFUL
“
COMMUNICATION ISN’T
ABOUT WHAT WE SAY;
IT’S ABOUT WHAT OTHER
PEOPLE UNDERSTAND.
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12. WHAT LANGUAGE DOES YOUR
AUDIENCE PREFER TO SPEAK?
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13. HOW DO THEY ADAPT THAT LANGUAGE IN
THEIR SOCIAL MEDIA CONVERSATIONS?
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14. TIP #1: LISTEN TO THE WAY YOUR AUDIENCE
SPEAKS, AND ADAPT TO THEIR STYLE
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15. #2
CULTURE
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16. CULTURE VARIES WIDELY AROUND THE
WORLD, EVEN IN NEIGHBOURING COUNTRIES
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17. BRANDS MUST BE PARTICULARLY AWARE
OF DIFFERING BELIEFS AND ATTITUDES
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18. 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?
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19. HOW DOES RELIGION IMPACT YOUR
AUDIENCE AND YOUR ROLE IN THEIR LIVES?
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20. DO PEOPLE’S VIEWS OF COLLECTIVISM vs
INDIVIDUALISM AFFECT SOCIAL INTERACTION?
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21. TIP #2: BUILD STRATEGIES FOR CULTURES
AND COMMUNITIES, NOT FOR PLATFORMS
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22. #3
CONTENT
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23. MOST PEOPLE USE A VARIETY OF SOCIAL
MEDIA PLATFORMS IN DIFFERENT SETTINGS
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24. 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 !
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• 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
25. HOWEVER, PEOPLE CAN MIGRATE TO
NEW PLATFORMS RELATIVELY QUICKLY
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26. BRANDS MUST BE CAREFUL TO AVOID
PUTTING ALL THEIR EGGS INTO ONE BASKET
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27. CREATE CONTENT THAT AUDIENCES CAN USE
ACROSS DIFFERENT SOCIAL PLATFORMS
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28. TIP #3: BUILD ACTIVITIES AROUND PEOPLE’S
INTERESTS, NOT AROUND TECHNOLOGY
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29. #4
COUNTRY NEEDS
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30. HOW MUCH DO YOUR BRAND’S
OBJECTIVES VARY ACROSS COUNTRIES?
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31. HOW DIFFERENT ARE THE CHALLENGES
YOU FACE IN DIFFERENT COUNTRIES?
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32. HOW MUCH DO PEOPLE’S ATTITUDES
TOWARDS YOUR BRAND VARY BY COUNTRY?
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33. CAN YOU TELL THE SAME ‘STORY’ IN EACH
MARKET, OR WILL YOU NEED TO ADAPT IT?
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34. HOW DO LEGISLATIVE ISSUES IN DIFFERENT
MARKETS AFFECT YOUR SOCIAL ACTIVITIES?
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35. HOW MIGHT OTHER LOCAL MARKETING
ACTIVITIES IMPACT SOCIAL MEDIA EFFORTS?
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36. TIP #4: DEVELOP A STRATEGY THAT’S FLEXIBLE
ENOUGH TO MEET VARYING COUNTRY NEEDS
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37. #5
CELL PHONES
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38. SOCIAL MEDIA IS INCREASINGLY MOBILE,
ESPECIALLY IN DEVELOPING ECONOMIES
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39. THIS MOBILITY PRESENTS AN OPPORTUNITY
TO REACH PEOPLE ANYWHERE, ANYTIME
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40. HOWEVER, THE MOBILE EXPERIENCE VARIES
SIGNIFICANTLY AROUND THE WORLD
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41. JUN
2014 GLOBAL MOBILE HANDSET SHARE
70% 30%
4.5 BILLION
FEATURE PHONES
IN USE GLOBALLY
1.9 BILLION
SMARTPHONES
IN USE GLOBALLY
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• Source: Ericsson
42. JUN
2014 GLOBAL MOBILE CONNECTIVITY
36% 64%
BROADBAND DATA
CONNECTION
BASIC DATA
CONNECTION
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• Source: Ericsson
43. HOW DO CONNECTION SPEEDS AND SCREEN
SIZE IMPACT THE ‘OPTIMUM’ EXPERIENCE?
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44. TIP #5: TAILOR CONTENT FOR MOBILE-CENTRIC
ENGAGEMENT AND SHARING
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46. YOUR BUDGETS MAY BE DEFINED BY
GEOGRAPHY, BUT SOCIAL MEDIA IS GLOBAL
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47. SOCIAL COMMUNITIES ARE DEFINED BY
SHARED BELIEFS, NOT COUNTRY BORDERS
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48. FOCUS ON WHAT UNITES YOUR AUDIENCE,
NOT WHAT DIVIDES YOUR BUDGETS
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49. TIP #6: DEFINE YOUR STRATEGY AROUND
PEOPLE’S PASSIONS, NOT THEIR PASSPORTS
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50. GET MORE TIPS AND INSIGHT:
WEARESOCIAL.SG
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51. 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.
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52. WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG
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