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Presented on May 27 at the World Trade Center of Pennsylvania International Trade Conference.
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“World of Mouth”Building Your Global Audience
Through Social Media
Tin Cans Unlimited LLC
Word of Mouth
No…
WORLD of Mouth
• Expanding your market by reaching an international audience
• International ramifications of social media
• Globalization vs. localization of social content
• Understanding cultural differences in social marketing
• Measuring success
6,767,805,208
1,802,330,457
Continent with greatest Internet Usage?
ASIA
1. Asia2. Europe3. North America4. Latin America/Caribbean5. Africa6. Middle East7. Oceana/Australia
Hours spent online
• US leads with more than 15 hours per week
• UK second at almost 14 hours per week
• Canadians rank highest in social networking (55%)
• More women than men
Top Countries
1. China2. United States3. Japan4. India5. Germany6. Brazil7. UK8. France
Why Social Media?
It reaches your audience where they are.
Why Global or International Social Media?
It reaches your audience where they are, in their language and with an understanding of their culture.
• According to Facebook, there are more than 200 million Facebook users with over 100 million users logging in daily.
• If Facebook were a country, the number of users would be the equivalent of the fourth most populated nation in the world, behind China, India, the United States, and Indonesia.
• More women use Facebook, regardless of age.
• Facebook’s growth is with users over age 26, with the majority of the growth coming from users 35 to 44 years of age.
• Facebook is available in more than 15 languages.
Top Countries• United States• Canada• UK• Australia• Turkey• Sweden• Norway• South Africa• France• Hong Kong
• More than 65 million users• Members on more than 200
countries on all seven continents• Available in:
– English– French– German– Portuguese– Spanish– Italian
• Who?– Adults, professionals, sales reps, job
seekers, business communities
• Why?– Making connections and
recommendations; creating communities, gathering leads
• How?– Easy and free to set up for basic
membership
• On Aug. 12, 2009, LinkedIn registered its 45 millionth user. (LinkedIn’s Marketing Project Manager tweeted this news!)
• According to comScore, LinkedIn gets over 16 million unique visitors each month.
• The average LinkedIn user is 39 and makes $139,000 a year. About 90,000 users are chief executive officers, and nearly half a million others occupy another job in the C-suite.
• BMW, American Express advertise on LinkedIn. Microsoft, Target, eBay and L’Oreal pay upwards of $10k per month to search LinkedIn profiles for job candidates.
• Twitter has more than 6 million registered users, but the site has more than 14 million regular visitors per month.
• eMarketer projects that those numbers will double by the end of this year to 12.1 million users, and grow another 50 percent in 2010 to bring the service to a total audience of roughly 18 million registered users.
• The passive Twitter audience – people who don’t actually tweet, hence accounting for the difference between traffic and users – will likely continue to grow, much in the way that blogs have over the past decade.
• People who don’t tweet themselves will visit the Twitter profiles of friends, family, or their favorite celebrities -- and access that information in different ways.
• With more than 100 million users, MySpace is roughly half the size of Facebook.
• MySpace is owned by Fox Interactive Media (a sister company of the Fox News Channel)
• MySpace makes money via advertising – the service collects user information and uses behavioral targeting to determine which ads are shown to users.
• Median reported user age is 26, though site is best-known for its teen-age users and musicians. (Presidential campaigns and political groups ranging from the John Birch Society to the ACLU maintain profiles on the service.)
Available in 22 languages with more than 20 country specific content options
Blogging
• The blogosphere is now 70 million weblogs wide
• About 120,000 new weblogs are created each day, or...
• 1.5 million posts per day• 1.4 new blogs are created every
second• 17 posts are made every second
Blogging
• The multi-lingual web– Japanese the #1 blogging language at
37%– English second at 33%– Chinese third at 8%– Italian fourth at 3%– Farsi a newcomer in the top 10 at 1%
Blogging
• Early blogs were a combination of online diaries or journals, email lists and “threaded” discussion forums.
• Evolved from “what’s new” pages on personal sites to commercial blog software such as Blogger, WordPress, Movable Type and LiveJournal.
• Blogging took off when tools made it easy to combine personal journals with links to others – permalinks, trackbacks, blogrolls.
• Today, blogging is intertwined with news media and social media, as celebrities, news reporters and anchors, columnists and politicians not only blog, but share their blogs via Facebook, Twitter and other social media.
Keys to Blogging Success• Consistency
– Establish how often you’ll post and stick to it.
• Establish a voice– Create personalilty– Be human– Should not sound as if written by the PR or
legal teams
• Mix it up– Alternate written blog entries with the
occasional video or audio blog
• Integration– Blog entries make great Facebook posts, and
can be tweeted to your followers
Comment Marketing
• Participate!– Regularly read and comment on other’s
blogs – add to the conversation– Encourage commenting on your own
blog– Run promotions or deals to encourage
comments– Invite carefully screened guest bloggers– Offer feedback, and respond to all
feedback offered– Do NOT use comments fields to spam or
overtly self-promote
Going Mobi
• Nearly half of social media users have visited a social media site using a mobi device– 67% have visited Facebook
• Contrary to popular belief, the #1 mobi device for business users is the Blackberry
• Mobi is significantly more popular in Europe – particularly UK, France, Germany, Italy and Spain
Social Marketing Baby Steps
• Start local
• Walk before you run
• Consider international markets carefully
• Research marketing culture
Cultural Differences
• Colors are critical– Red is a sign of good luck in China – but
a sign of danger in other countries
• Other considerations– Medical supplies would be targeted to
women in Russia, but men in other parts of the world
– Consider gender esteem in countries like Japan, Austria and Arab countries: women are not always decision makers
– Know which countries respect tradition, and which are a bit more free-wheeling
Cultural Differences
Also consider:- Religious differences- Political differences- Use humor sparingly- Values and attitudes- Education levels
Language
Don’t simply transLATE
TransCREATE
Integration
Regardless of culture, all forms of media must support one another!
But WAIT…there is more!
Measuring Success
- Set strategic goals at the outset- What is the call to action on each page
of each outlet?- Visit our website?- Call us?- Purely informational/educational?- News provider?
- What will you measure?- Site traffic?- Friends/Fans?- Conversion?
• Initially, set attainable goals– 100 fans in first month– Increased website traffic
• Then increase goals– Conversions– Bounce backs
Successful InternationalSocial Media
• To proceed:– Strong cross-cultural skills– Local pros – feet on the street
• Research or partner with a firm who can help you navigate:– Preferred offers– Local communication preferences– Platform differences– Where and how your audience currently
uses social media in their country
10 Best Ways to Trash Your Social Media Efforts
1. Tweet or post every five minutes hot reports like “I am leaving the bathroom now.”
2. Create a Facebook page, but never update it.
3. Blur the lines between your personal and professional social networks.
4. Post every joke, forward every chain email, and especially, respond to every survey asking you which Star Trek character you are. And be sure to ask your customers to do the same.
5. Post lots of photos of your kids doing embarrassing things.
6. Do not link up your Facebook page, website, Twitter account, etc. Let each live in a vacuum.
7. Do not monitor your pages – you certainly do NOT want to open a dialogue with your customers or prospects.
8. Do not have a strategy – just give it a go and see what happens!
9. Be completely 100% self-serving. After all, it’s all about you. No need to interact with pesky customers.
10.And of course, the most important thing you can do to ensure your social networking efforts are a disaster: Don’t ask questions. And for heaven’s sake don’t call us for assistance!
Questions?
String Theory
• Visit our blog, “String Theory,” at www.tincansunlimited.com for the latest thoughts and concepts on marketing in the digital age.
• Visit us on Facebook• Follow us on Twitter: @tincansllc• Connect with us on LinkedIn
