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Global Social Media –The Language Factor
Presented by Kathleen Bostick Hosted by Siobhan Hanna
Sept. 2010
Join the conversation on twitter #LIOX @Lionbridge
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Kathleen BostickVice President of Global [email protected]@kathleenbostick
Introductions
Siobhan HannaGlobal Program DirectorSiobhan [email protected]
About Lionbridge
Global Scale4300 employees, 26 countries
• Local Business & Project Management• Global network of 25,000 translators• Content development centers in India,
USA, Finland, and UK
Market LeadershipLeader in $14B services industry
• Creating• Adapting• Translating
-Content for international markets
Global ClientsRecurring relationships with 500+ global clients
• 80% of revenue from recurring clients• 12 of the Fortune 20 companies are clients
Technology + InnovationBest practices and great ideas based on experience• Authoring Assistant, Online Review Tool,
Content Integration and Authoring Tool, Rich Media, Globalization@SourceSM
Webinar Agenda
1 The Global Social Media Landscape
2 What The Fortune Global 500 Are Doing
3 How Businesses Are Using Social Media
4 The Language Challenge
Social media is an umbrella term that defines the various activities that integrate
technology, social interaction, and the construction of words, pictures,
videos and audio.
- Wikipedia
What Is Social Media?
social media is a
conversation
What Is Social Media?
hi what's up?
socialmedia
social media is also your online
reputation
What Is Social Media?
Love her!
He said what?
socialmedia
Without Content there is no need for Social Media• What will you talk about?
Without Social Media, how will anyone find your Content• What’s the point of putting content up if no one knows about it?
It’s important to understand that these go hand in hand as part of
a your Content Marketing Strategy
Content Is King
Video
Social Networks
Online Advertising
Data Visualization
Blogging
Social Media Ecosystem
Most of the 1.96 Billion Internet Users…• Do not live in the U.S.• Do not speak English as a native language
Languages of Internet Users 2010
Same goes for the 100 million people that go online for the first time every year
Source: Internet World Stats, June 2010
Global Landscape of Social Networks
Dec. 2009
Facebook #1 in 8 of top 10 markets
United States Canada Australia Italy Spain United Kingdom France Germany
Other Social Media Networks Russia – V. Kontakte China - QQ
Top 10 Social Networking Markets
Source: Brian Solis Blog – Feb. 2010
Orkut – Brazil
Mixi – Japan
Hi5 - Mexico, Peru, Portugal, Romania, Thailand, Mongolia
Lide - Czech Republic
Maktoob - Libyan Arab Jamahiriya, Oman, Saudi Arabia, Yemen
Cyworld - South Korea
Skyrock - Guadeloupe, Martinique
Nasza-klasa - Poland
Iwiw - Hungary
Friendster - Philippines
Hyves - Netherlands
One - Lithuania
Draugiem - Latvia
Wretch – Taiwan
Zing - Vietnam
Leading Social Networks in Other MarketsIt’s NOT all about Facebook!
Source: Brian Solis Blog – Feb. 2010
China’s Top Four Social Networks
Source: Kai Lukoff, Analyst, Blogger Insight – April 2010
79% of the top 100 use at least one of these social media platformsTwitter, Facebook, YouTube, Corporate Blogs
20% are using all 4 platforms
Top 100 Fortune Global 500 Social Media StudyMost Global Companies Use At Least One Social Media Platform
Source: The Global Social Media Check-up 2010Burson-Marsteller Evidence-Based Communications – March 2010
Sample –Top 100 Fortune Global 500
29 U.S. companies48 European companies
20 Asia-Pacific companies3 Latin American companies
Fortune Global 500 find value in Social Media
70%+ U.S. & Europe companies have Twitter accounts
Only 40% of Asian companies are on Twitter
42% percent of global companies are being tweeted about
Global companies with Twitter accounts have an average of 4.2 accounts each
AT&T, Nokia, KLM and Samsung have at least 15 accounts each
Primary Use• News/Promotional info• Product Info• Customer Service• Research• Job Postings
Source: The Global Social Media Check-up 2010Burson-Marsteller Evidence-Based Communications – March 2010
6 Languages
Twitter is the most popular social media tool
AT&T has Multiple Twitter Accounts
Twitter Statistics – April 2010Twitter on Paper
Companies that offer Twitter pages across multiple countries/languages include:
• BestBuy• Starbucks• KLM• Kodak
60%+ “tweets” are not in English
Next most popular• Japanese - 10% tweets • Brazilian Portuguese
Taking Twitter Global
Twitter International Statistics Percent of Site Traffic
Source: website-monitoring.com April 2010
Community Translation Project Progress To-date
The 2010 World Cup: a Global Conversation
2010 World Cup: a Twitter timeline[image created by @miguelrios]
The World Cup final represented the largest period of sustained activity for an event in Twitter’s history.
During the game’s final 15 minutes, the Tweets Per Second (TPS) jumped to more
than 2,000 TPS.
Spain’s winning goal in the final scored 3,051 TPS!
During the final, people from 172 countries tweeted in
27 different languages. At the moment of the winning goal, people from 81 countries tweeted in
23 different languages.
The 2010 World Cup: a Global Conversation
[image created by @miguelrios]
32,000 followers
17+ separate profiles in-country
Taking Twitter Global
KLM has 17 + Twitter Accounts
Personalized – host
What are they talking about?• Promotions• Customer Service• Relationship building
Taking Twitter Global
KLM has 17 + Twitter Accounts
500+m facebook users with over 50% outside of the U.S. U.S. companies are the most prominent Asian company pages are focused on western stakeholders Average number of fans: 40,000 Surged past Yahoo Feb. 2010 and is now #2 most popular site in U.S. Most companies post company news, product promo & news targeted at consumers Fan pages provide a venue for fans to voice opinionsNew geo-location – Facebook places
Over Half of Top Fortune Global 100
Have facebook Fan Pages
Source: The Global Social Media Check-up 2010Burson-Marsteller Evidence-Based Communications – March 2010
70+ Languages
Facebook’s Top 10 Languages
52% English 15% Spanish 5% - Turkish, French, Indonesian 3.9% Italian
Entertainment/electronics & auto companies are most likely to have channelsThe majority of these companies have updated with video in the last monthSearch engines LOVE video!
U.S. Companies are the Most Likely to Have YouTube
Source: The Global Social Media Check-up 2010Burson-Marsteller Evidence-Based Communications – March 2010
19 countries 12 languages
One-third of the Fortune Global 100 companies have active blogs 83% of European & 77% of Asia-Pacific bloggers posted updates in last month Only 11% of U.S. have posted updates
Blogs Are Most Popular in Asia-Pacific
Source: The Global Social Media Check-up 2010Burson-Marsteller Evidence-Based Communications – March 2010
Multilingual blogs are multiplying, though slowly• Many companies host blogs for different markets• Growth rate is slow compared with Twitter and Facebook• Blogs take a lot more time and effort but payoff in SEO – “trusted”
The Challenge of Multilingual Blogs & Local Content
China Dominates the World of Blogging
Source: Global Webindex – Wave 2
Contribution is Becoming Mainstream
Now We Trust Strangers
09/10/09
Social Media Wheel
China’s Social Media Map
• Photos• Social Networks• Blogs• Microblogs• Videos• Reviews• Games• Music
Global Social Media Platforms May Vary by Country…
… But the same activities are taking place!
Marketing PR, News, Communication, Promotions, Brand Awareness
Customer Service ListeningRecruitingResearchCommunitiesHumanizing
How Global Companies Are Using Social Media
Cisco Uses Social Media to Launch New Product
-This single project, shaved six figures off its launch expenses and set a new precedent for future product launches
-Classified as one of the “Top 5 launches” in company history
-It was a crossing the chasm point as far as the adoption phase of social media and internal acceptance.
LaSandra Bril Sr. Mgr. Global Social MediaCisco
Source: Casey Hibberd, Social Media Examiner, Aug 30, 2010
Customer Support in Social MediaThe Single Best Place to Focus Your Efforts!
“A recent study showed that customers were willing to pay 9% more for social support. “
Paul Dunay, Global Managing Director of Services & Social Marketing
Benefits of Social Support
Reduced customer churn
Increase retention rates faster than any other program we have ever seen before
A Forrester study showed that customers actually prefer a better customer experience compared to everyday low prices, and moreover
Great customer experiences drive positive word of mouth!
Source: Paul Dunay Blog post – May 2010
…they allow companies to engage local markets more cost effectively- by allowing content creators to connect directly and instantly with their communities .
John Yunker, Byte Level Research
Social Media is Changing the Way Companies Communicate Around the World
Where does the content come from?
Do you translate, create new or use a hybrid approach?
How do you determine which content to translate?
How do you get your in-country team members excited about creating local content? What skills are needed?
What about translating local content into other languages?
What kind of quality is acceptable for blog translation? Will readers forgive less than perfect quality? Does Machine Translation provide "understandable" content with no human ….review?
Who moderates the comments on all the blog posts?
Where do you host the blog? Better SEO results in-country
The Language ChallengeBlogs and Communities
Do you create a profile in every country?• How do you manage this?
What is the local etiquette? Who creates localized messages to send? Who listens/monitors the conversation around your brand in different languages?
How do you join the conversation?
The Language Challenge
Multilingual Microblogging – i.e. Twitter
Using Twitter Tools to Translate Tweets
below:
TweetDeck tweetmeme Hootsuite iphone twaitter twanslate twieee twinslater tweetrans twenglish
Develop Your Strategy – Don’t try to do it all.“Engage. Educate. Excite. Evangelize” - Jeffrey Hayzlette
• Find enthusiastic employees to function as your in-country champion.• Get input from your in-country resources – which platform (s) makes
sense?• Which countries?• What activities will you focus on?
• Marketing• Customer Support• Research• Listening
• Centralize vs. Decentralized approach• What can you do centrally and what needs to be local?
Practical Tips to Get Started Getting Started: B to B Marketing
Make sure your blog is on a platform that can handle multiple languages.Centralize
• Which content has a long shelf life and is relevant to which countries? • What content do you have that can be translated now?• Develop a plan for future blog posts• Implement technology to help manage the translation process
Decentralize• Do you have local SMEs that can write content?• Have your in-country resource manage local content publication schedule• Assign POC to review all in-country comments and respond
Is machine translation (MT) an option for your blog?
This content will help you rank in organic search in-country!
Making your Blog Multilingual
Twitter • Centralize
• Marketing Content – sync with multilingual blog and tweet-translated content
• Marketing Campaigns that are global can be translated ahead of time and scheduled
• Use human or customized machine translation (MT) with post edit for outbound tweets
• Use twitter translation tools to understand tweets• Decentralize
• Original tweets created by in-country resources• Engage locally• Monitor the brand in-country and respond
What About Microblogging?
Two Big challenges
How do you best leverage social media resources from one country?
How do you keep social media messages that are appropriate for just one market?
Blog Post – Nate Elliott, Forrester, Sept. 1, 2010
How does your company manage Social Media across multiple countries?
US dominance will start to wane and international social network ad spending will increase more rapidly.
A global buy. As Facebook and other social sites expand their worldwide presence, they will become more attractive to marketers that want to buy ads across multiple markets.
A survey of brand managers, conducted by Harris Interactive, 43% used Facebook to reach customers in local markets worldwide.
Obstacles identified by brand managers• Difficulty of keeping country specific content fresh• Customizing the same content for multiple markets• Creating scalable campaigns across regions
Why the Future of Social Marketing is Global
Source: eMarketer August 2010
You can buy attention (advertising)
You can beg for attention from the media (PR)
You can bug people one at a time to get attention (sales)
Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.
Blog by David Meerman Scotthttp://www.webinknow.com/2009/12/social-media-marketing-explained-in-61-words.html
Social Media Explained in 61 Words
Social Media ROI
Engagement is the new ROIor another way to look at it is
“Risk Of Ignoring”
Knowledge Center
View Webinars On-Demand
• The Art and Science of Global Navigation• The Best Global Web Sites (and Why)• Mastering Multilingual Marketing
Download White Papers
• Global Social Media Usage and the Language Factor White Paper
• Strengthening Global Brands: Key Steps for Meaningful Communications around the World
• Building a Global Web Strategy: Best Practices for Developing your International Online Brand
www.lionbridge.com
RTTS: IBM and Lionbridge Real-Time Translation Technology Update
Presenter: Kevin PerrySeptember 16, 201012:00 p.m. EST, 6:00 p.m. CET
Mark Your Calendars!
SEPTEMBER
2010
Thank You!
Kathleen [email protected]@kathleenbostick
Siobhan [email protected]
Lionbridgewww.lionbridge.com
http://blog.lionbridge.com
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