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.
Global vs Local Social Media - Can One Size Fit All?
1. can one size fit all?
when it comes to social media,
should brands go global or local?
simon kemp ⢠we are social ⢠#smwf singapore, 02 sep 2011
10. 3 questions:
what are the pros and cons of each?
which approach is right for you?
how can you implement it?
11. proof: â
local facebook pages
â work much better
than the global ones.
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24.7M
15. 14,842 > 3,410
average actions average actions
per post on per post on local
global page pages combined
16. *
( this sample is hardly
representative, but... )
17. generally speaking,
global pages drive
greater total activity;
local pages drive
higher average activity.
41. PHOTO: Š TED OLIKKALA (MADABOUTASIA ON FLICKR)
affinity
42. top websites across asia
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%
43. china: 15M
qzone 18M
531M south japan:
korea: mixi
cyworld
hong kong:
india: facebook taiwan:
facebook 4M
9M wretch
29M
vietnam:
zing philippines:
15M facebook
11M 25M
thailand:
facebook
malaysia:
11M facebook indonesia:
facebook
the preferred 2.5M 39M
social network singapore:
facebook
also varies across
asian countries
65. global advantages local advantages
simpler management responsive to local needs
brand consistency higher average engagement
the âcrowdâ effect cultural and language needs
global challenges local challenges
lower average engagement more costly
legislative issues brand consistency issues
supporting local activities âdispersedâ communities
66. IDEA
how can you put your
chosen strategy into action?
81. 3 questions:
what are the pros and cons of each?
which approach is right for you?
how can you implement it?
82. global advantages local advantages
simpler management responsive to local needs
brand consistency higher average engagement
the âcrowdâ effect cultural and language needs
global challenges local challenges
lower average engagement more costly
legislative issues brand consistency issues
supporting local activities âdispersedâ communities