eMarketer Webinar: Social Media in the Marketing Mix—Global Best Practices

© 2012 eMarketer Inc.

Debra Aho Williamson

A P R I L 1 9, 2 0 1 2

Social Media in the Marketing Mix— Global Best Practices

Sponsored by:


Agenda

1) How is the face of the global social network audience changing—and what does that mean for multinational marketers?

2) Can you do worldwide social media marketing using only Facebook and Twitter?

3) Why is it imperative for marketers to have a unified approach?

4) How are Intel, Ford and Microsoft scaling to manage social media globally?

Twitter: #eMwebinar


The Changing Face of the Worldwide Social Network Audience


By 2014, 1.85 billion people will use social networks on a monthly basis

That translates to:

71% of world internet users

26% of world population


Social networking is among the leading online activities around the world


More internet users are accessing social networks each year

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However, the center of gravity is shifting

Image: Danilo Rizzuti / FreeDigitalPhotos.net


Myth #1: The US has the largest social networking population

Images: ohmega1982; digitalart / FreeDigitalPhotos.net

eMarketer forecasts that there will be 157.8 million US social network users in 2012, rising to 170.7 million in 2014.

In China, there will be twice as many social network users: 307.5 million in 2012, and 414.5 million in 2014.


Myth #2: North America is the leader in social network usage

By 2014 it will trail every region except Western Europe

Source: eMarketer, February 2012


Myth #3: China is the fastest-growing social networking country

China is one of the top 5 by growth, but India and Indonesia are growing faster.


Social network usage is increasing, but growth is coming from all over the world

The US is no longer the center of the universe when it comes to social networking.

Companies operating in multiple regions must consider this expansion when planning social media outreach.

Image: thanunkorn / FreeDigitalPhotos.net


Can You Do Social Media Marketing at Scale Using Just Facebook and Twitter?


Facebook’s growth makes it easier for marketers to create a global strategy

Source: eMarketer, February 2012


But Facebook will be used by under 40% of worldwide internet users this year…

…And just 12% of the world’s population

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Facebook: Advantages and disadvantages for marketers


What about Twitter?

140 million active accounts worldwide*

Available in more than 20 languages

* Source: Twitter. Includes corporate as well as individual accounts


Twitter is second to Facebook, but reaches only 11.7% of internet users


Twitter: Advantages and disadvantages


In a few countries, local social networks still dominate


Chinese social media properties soar while Facebook and Twitter are blocked


For the foreseeable future, China will require a separate social strategy

“We don’t even try to get China on board because it’s such a different environment. We share our broad social media guidance and best practices. We say, ‘We’re here to support you if you need us, but we realize that you have to run your own show.’” —Jessica Jensen, senior marketing manager, Windows, at Microsoft

“Our content management system is the only way we’re being used in China. It’s a way to get content to the team and seed content that makes sense.” —Michael Lazerow, CEO of Buddy Media

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But using native social platforms will continue to be important

Facebook and Twitter are a strong base for outreach

Images: From company websites


Why a Global Strategy Is Necessary Now


Companies have an increasing (and daunting) number of social media accounts to track


Managing multiple social properties can lead to chaos and confusion

Images: Witthaya Phonsawat / FreeDigitalPhotos.net

“It was a ‘Wild, Wild West’ situation. We had so many Facebook pages from various markets, it was hard to navigate.” —Microsoft’s Jessica Jensen


Social network users in several countries are more likely than those in the US to respond to brands in social media


Companies need a feedback loop to share ideas and tips

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The imperative: Replace a global social media strategy that looks like this…

Image: Rawich / FreeDigitalPhotos.net


With one that looks like one of these:


There’s still time: Most companies are still working toward a global strategy


Social media vendors are expanding internationally to meet demand

New York, San Francisco, London, Singapore

Atlanta, Dallas, New York, Chicago, Cincinnati, San Francisco, London, Brazil, Singapore (coming soon)

San Francisco, New York, Los Angeles, Chicago, London, Munich, Paris, Singapore

London, New York, Paris, Milan, Munich, Singapore, Sydney, Sao Paulo

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Three Marketer Strategies: Intel, Ford, Microsoft


Intel: Harnessing creativity worldwide

Although it’s recognized as a leader in social media marketing, Intel hit a roadblock

“When I took on this role two years ago, our use of social media was very organic and grassroots. A lot of people

were doing a lot of things, and we said, ‘Is there any consistency to it? Are we telling a bigger story?

Are we connecting the dots?’”

—Becky Brown, Director of Social Media


Intel’s goals

1. Focus less on products and campaigns and more on creating dialogues with multiple communities

2. Create a platform that could be used by multiple offices worldwide

3. Allow employees around the world to share and collaborate to determine what works and what doesn’t


Goal #1: Create dialogue


Goal #2: Create a platform that would work around the world

57 country pages are accessible directly from Intel’s main Facebook page


Goal #3: Create channels to share ideas and tap creativity


Intel Museum of Me: From a napkin sketch to a worldwide phenomenon

• Facebook app was developed in Intel’s Hong Kong office• Regional execs drew the idea on a cocktail napkin during

a meeting at the company’s sales and marketing conference• App received 1 million hits within 5 days of launch;

has 878,000+ “likes” as of April 2012

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How Intel handles social media in China

“Just because they don’t have Facebook doesn’t preclude them

from doing similar programs to what we’re doing on Facebook.”

—Becky Brown

Social media is handled locally and not from corporate HQ.

Intel shares best practices for community management and engagement.

In 2012, Intel plans to better integrate and coordinate its China social activities.


Ford pairs digital and social leads in each market

Regional digital media leads Regional social media leads


Ford’s key challenges


Ford uses successful campaigns in other countries

Examples:

US-based Ford Focus Rally was adapted for the Middle EastAfter starting in the US, the Ford Fiesta Movement moved to EuropeFord plans to expand a European Instagram campaign called Fiesta-gram


Creating a set of global priorities helps keep divisions on track

“We can put together a global strategy, but the execution has to play out locally.” — Scott Monty, head of social media for Ford

Ford’s Global Social Media Priorities:

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Microsoft Windows: Connecting fans globally via Facebook

In 2011, the Windows Division consolidated its Facebook presence to one unified, global page.


The Windows global strategy

Create a centralized hub, where fans can easily find their country’s Facebook page.

Social media teams share learnings, analytics, campaign ideas and best practices.

The corporate team provides direction, but allows each region to run their own show and edit and publish their own content.


Fans can choose the way they use Windows and the language they speak

“We wanted to structure something that we thought could support not only the various geographies—the subsidiaries—but also the different audiences.” —Jessica Jensen, senior marketing manager, Windows


What Microsoft has achieved

Key Learnings:Because of varying levels of social media experience, training and frequent hand-holding are essential.A unified Facebook page makes it easier for people to find what they are looking for.Results:36 markets have signed on, including Russia and Brazil, where other social networks are popular.Total actions (people commenting, sharing, posting about Windows) rose 4,910% from 18,972 in July 2010 to 950,598 in February 2012.


Conclusions and Best Practices

The US is not the center of the social media universe. Know the numbers for your key markets.

Now is the time to create a global strategy. The chaos of managing multiple social properties will only increase.

Don’t assume that what works in the US will translate. Consumers have varying responses to social media marketing.

Create channels for sharing. Encourage feedback on strategies, analytics, problems and solutions.

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Social Isn’t Getting the Credit It Deserves

The Four Challenges to Measuring ROI from Social Media & How to Solve Them

$0.53 +88%


Virgin America

Drove a 15% increase in overall bookings attributed to FacebookVIRGIN AIRLINES

Disconnected Tools, Data and Workflow


AnalyticsCMS Publishing Listening

Adobe: Social Under a Single Platform

Publishing & Engagement

Listening & Moderation

Measurement & Analytics

Social Advertising

Social Content Management

Segmentation & Targeting

Expertise: Strategy and Execution


©2012 eMarketer Inc.

Q&A SessionSocial Media in the

Marketing Mix—Global Best Practices

Sponsored by:

Adobe

You will receive an email tomorrow with a link to

view the deck and webinar recording.

Debra Aho Williamson

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eMarketer Webinar: Social Media in the Marketing Mix—Global Best Practices