international social media seminar
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International social media
An EMEA and global perspective
Social media in Eastern EuropeMay, 2012
Patrik Schober
The Worldcom PR Group
The Worldcom Public Relations Group is the world's leading network of independently owned public relations firms.
Established in 1988, over 24 years in the market
Professional independent public relations firms serve national, international and multi-national clients while retaining the flexibility and client-service focus
Worldcom clients have on-demand access to PR experts who understand the local language, culture and customs
The Worldcom Public Relations Group has 120 offices in 97 cities in 42 countries on six continents with more than 2,000 employees and a revenue of more than US $300 million in 2011
The Worldcom Group EMEA consists of 36 agencies with 594 staff members with US $ 80 million of combined agency billings in 2011
The Worldcom PR Group
Areas of Expertise
Optimizing Resources and Organizations
Workflow flexibility optimized for your business
Avoiding bureaucracy and process redundancies increases ROI and effectiveness
Worldcom allows you to develop a one to one local relation or a lead agency model relations
Delivering your PR program in Europe must allow synergies, time optimization without losing local flavour and communication opportunities
Worldcom independent structure allows flexibility to adapt to your own structure
References
More than 1,100 companies belonging to all types of industry are served by EMEA offices. Some of our current clients are:
Cultural differences and Media Usage in Eastern Europe
Cross Cultural Business behaviour
0%10%20%30%40%50%60%70%80%90%
100%
US
UK
Germany
France
Denmark
Russia
Turkey
Media usage in Eastern Europe
Printed dailies are very popular in most EE countries – almost 90% of adult population in these countries read some daily and listen to radio
Looking at market trend data the percentage of E. Europeans reading newspapers is actually down 3% since 2008 and has decreased 8% since 2004
News reading is moving online with 56% of E. European internet users visiting news websites
Great difference between circulation of national newspapers in different countries – differ on size of market – Russia: Argumenty i Fakty – cisrculation 2,7mil. Latvia: Diena – circulation 31.000pc
54% of E. Europeans are online vs. 79,6% of Americans but 76% of Eastern European users have broadband vs. 60% of Americans
Most of E-publishing houses are in ownership of international companies like Axel Springer, IDG, Burda, Bauer, etc.
Hungary is nr. 3 in the World in watching TV – 260minutes/day/person, 80 TV channels in Hungarian
Social media in Eastern Europe
The most popular networks in Croatia
Facebook (1,000.000 users)
Iskrica (350,000 users)
Trosjed (100,000 users)
Tulumarka (52,000 users)
B2 (24,000 users)
Social networks
Blog
Blog.hr
Bloger.hr
Mojblog.hr
Qherc.hr
BigBlog.hr
Microblogs
Zrikka
Flickr
Most popular social networks – Czech Republic
Social networks: Facebook.com, lide.cz, Spoluzaci.cz, Libimseti.cz
Blogs, microblogs: blog.cz
Multimedia shared networks: YouTube, Flickr, Picasa, Rajce.cz, Stream.cz
Flagging: Linkuj, jagg, Digg, Delicious
... Wikipedia, Second Life, discussion ...
Most popular social networks - Hungary
3,96 million active users
Saturation in total population is 39,65%
Saturation in online population is 86,2%
52% women; 48% men
18-44-year-old age group is the biggest: 67% of total users
Iwiw
Registered users: 4.500.000
Popular mainly among middle-aged people
message board: yes
applications, games: yes
groups for brands: yes
pages/profiles for brands: yes (on a pay-basis)
MyVip
Popular mainly among teenagers
2.700.000 (non-audited data)
message board: yes
applications, games: yes (dating apps mostly)
groups for brands
registered users in Hungary: 11.000
Popular mainly among 25-34 aged people but more and more teenagers register
Tumblr
Popular mainly among 25-34 aged people
allows to share content to non-registered users: yes
Most popular social networks - Latvia
Most popular social networks
Draugiem.lv – 1 200 000 registered persons; active users - 672 811
One.lv - 910 000 registered; active users – 330 000
Facebook – 350 280 registered persons
Most popular blogs
The leading news portal DELFI Blogs - 330 000 users ( portal users - 676 000)
News agency LETA bussines portal Nozare.lv Blogs – 20 000 users
Most popular micro blogs
Twitter – 100 000 registered persons; active users - 20 000
SOCIAL MEDIA IN POLAND
TOP FIVE of the most popular social media in Poland
No. Service name Real users Page views
1 nasza-klasa.pl 12 057 100
2 facebook.com 8 074 148
3 gazeta.pl (community) 5 911 075 342 351 720
4 wp.pl (community) 4 719 710 44 864 469
5 onet.pl (community) 4 658 815 65 985 544
Nasza-Klasa.pl - Polish social networking service (similar to classmates.com) has 12 million registered users. The service has inspired a lot of new users – middle aged and older, people from small towns and rural areas – previously indifferent to the possibilities offered by the Internet.
Facebook is gaining more users very fast and is having right now already more than 8 million users in Poland. Its applications are already integrated on all polish portals and many young users merged already from nk because it is more international.
Social Media in Russia
Social networks: Vkontakte Facebook Odnoklassniki Mail.ru RuTube YouTube
Social networks for professional communities:
Professionali.ru Moi krug Eshtab.ru Habrahabr Turbina live HH
Blogs Livejournal Blogs.Mail.Ru Blogs.Yandex.ru
Microblogs Twitter mblogi.qip.ru Social news service News2
The Most Popular Social Networks - Russia
The most popular Social Networks in Runet (Russian Internet):
• Odnoklassniki.ru
• Vkontakte
• Moi Mir Mail.ru
2% Runet users do not use any social networks at all
Number of Runet users in Social Network
Case studies
Case study – Hungary – Media Union
ClientMedia Union – this is a charity organization in Hungary, formed by the biggest media companies (it is similar to the US Ad Council); every year it has a special topic and there is a wide scale public awareness media campaign about that issue. Last year the topic was: social integration of disabled people – Worldcom Partner Probako PR held the campaign
SolutionProbako had four real disabled participants. The basic idea was to open their everyday life to the public via SMProbako launched a website and 4 FB profiles for our „heroes” – they answered questions, participated in discussions etc. and the whole thing was integrated to campaign website. So their activities could be followed in FB and in paralell at campaign website
ResultsThe campaign was very well accepted on SM platformsAll pages had thousands of likes (and very significant activity level)The campaign was awarded in a local advertising festival and Probako received a special award at European level in Brussels
Case study – Czech – D-Link
Project-To establish continuous communications between D-Link, customers, distributors and resellers
Solution-For B2B communications was launched portal called D-Best with loyalty program, blog, news, discussion forum-Facebook profile with news and contests-DLinkTVcz YouTube channel with local, dubbed or subtitled videos-Professional blogger to follow blogs, forums, discussions -eTail reviews of products and discussions
Results-1400 registered resellers on D-Best, about 700 are active users-D-Best awarded as best IT PR project on Czech PR Award for 2010-1500 fans on Facebook site with average 3 posts a week, 30 active fans weekly- 12 videos with average 500 views-50+ blogs and forums followed with average 20 posts a week-82 products reviewed on eTails and following discussions
Case study – Czech – D-Link
Geocashing – traveling Sid
Real-world outdoor treasure hunting game. Players try to locate hidden containers – in our case Sid, called geocaches, using GPS-enabled devices and
then share their experiences online. Player should take a picture with Sid and send this picture to our e-mail and we publish it on Facebook page
and give to this player a present. Created a map which shows where Sid hase been Players could share their experiences also on our facebook page.
Conclusion
Social media in Eastern Europe
Facebook is nr. 1 in all EE countries except Hungary, Poland, Latvia and Russia
Only 1mil. users together of Twitter and Facebook in Russia
Blogging is not really popular except Russia, and so Twitter is usually used by few professionals and journalists, for example in Hungary only 11.000 registered on Twitter
Only 2% of Russian users of internet do not use any social network at all, the biggest activity is on blogs
Wide usage of internet and social media in Adriatic countries (ex-Yugoslavia)
Czech is only country in EU where Google is not nr. 1 in search engines (Seznam.cz is the leader)
YouTube is widely used in whole EE, only in Russia is used RuTube.ru
Eastern European public is not used to work with Picasa or MySpace and Flicker, but usage is growing rapidly
Contacts
Patrik SchoberWorldcom Business Development Chair EMEAPhone: +420 224 913 001patrik.schober@pram.cz
Social Media in Southern Europe
The online landscape in Italy
Diegi Biasi – Business PressMay 29th, 2012
26
In Italy todaySocial Networks reach
million users
of the Italian online population
27
Growth of social networks
Facebook sets apart from competition
28
Facebook Mission
“Giving people the power to
share and make the world
more open and connected”
29
Penetration in the first 10 markets
30
Four major change agents
31
Social tools win in business
32
All industries are social savvy
33
Questions?
Diego Biasi
diegob@bpress.it+39 02 72585.1+39 335 6341290
Going SocialThe strategic choices for international
organisations
So what is social media?So what is social media?
• We live in the recommendation generation
• Trusted content is at the heart of purchase decisions
• Social media has a role in shaping what people say about a brand – online and offline
These conversations will shape your success
The challenges of online conversations
• Social media enables people with shared interests to have conversations online that would otherwise happen offline
• These can be related to a wide range of topics from purchase decisions to the quality of a service experience. This raises a number of challenges for global organisations
• Each challenge raises a strategic choice
Strategic choices for social media
The challenges for a global company
– Deciding who is authorized to participate in online conversations
– Deciding what content is authorized to be shared in online conversations
– Contributing in a conversational style rather than just force-feeding company content
– Conversing in the language of choice at a local level
– Co-ordinating thought leadership with demand generation and service delivery
1. Driven by business imperatives or by tactical
initiatives?• Vendors have evolved their approach as social
media has evolved• Best practice points to the need for an over-
arching strategy that ties social media activity to the achievement of organisational goals– Clear KPIs at an organisational level can be translated
into measurement at an activity level– Identifies clear roles for thought-leadership, demand
generation and service delivery and how these should be integrated
– Enables the delivery of compelling interaction on a global, regional and local level
2. ‘Benevolence’ or commercialism?
• At the heart of social networking is Benevolence – the unselfish and kind-hearted behaviour that engenders and promotes recognition and reciprocity, and in doing so, earns the goodwill of those around them.
• This is the hub of social networking with a purpose, mission, and a genuine intent to grow communities based on trust, vision, and collaboration
• Lessons from other vendors shows that audiences are tiring of a ‘sales only’ content diet and respond positively to an approach which appears to add value without a sales message attached (Kerry@Dell)
3. Monologue or dialogue?‘Many companies approach social media as a list of technologies to
be deployed as needed – a blog here, a podcast there – to achieve a marketing goal’ Forrester
• Best practice points to the need to see social media/networks as the opportunity for direct engagement with customers, prospects and influencers
• This requires active conversations where company representatives are free to add value to a conversation rather than just deliver a marketing-led monologue
• It also requires conversations to be had at a local level to be meaningful to the audience
• There are clearly cost implications of doing this right
4. A social enterprise or the responsibility of the few?
• Best practice demonstrates that to become a ‘social enterprise’ organisations empower their employees to contribute in social networks– Activity by the masses rather than the few increases the
opportunity for enhanced share of voice– Good training and easy to follow social media guidelines
minimises the risks– More freedom within clear parameters reduces the need
for headcount dedicated to the social media task– Enables appropriate activity at global, regional and local
level
5. Controlled or empowered?
• Linked to the social enterprise question is whether there are tight approval processes for what is said online
• Best practice points to the need for freedom to engage within clearly defined parameters and well understood personal responsibilities
• Easier to ‘monitor’ at a regional level
6. Bring people to the brand or go where they already
interact?• In the early days of social media experimentation,
vendors created blog platforms as an extension of their website and worked hard to attract people to interact there
• Increasingly best practice shows that brands are moving to where people already interact – whether it is Facebook, LinkedIn or some other platform
• UnileverVIP is a best practice example
7. Structured by the needs of the audience or by the silos in the
business?• Best practice shows that
social media strategies should match the way people participate in social media
• Doing so creates a model for selecting the most appropriate platforms and how to behave
• Focuses organisation on the quality of the interaction rather than the frequency of activity
• Accentuates the need for appropriate local content
8. Match to local culture and language or adopt a single
global flavour?
• Vendors have often started with central platform to engage audiences
• Best practice shows that this needs to be able to match the needs of local audiences with local content and in local language
Why should you care?
Use social media to…• Listen • Maintain a dialogue• Build relationships• Promote • Manage reputation• Solve problems• Enhance service delivery• Enhance marketing
and PR• Give leadership status• Generate leads• Build trust
Social media behaviour
Lessons from Successes and Failures
Remember the 90:9:1 Rule
90% just consume content
9% will rate or comment on content
1% will create content
90
9
1
Use the 4 Fs1. Fame 2. Fortune3. Fun4. Fulfilment
Get the motivational mix right
Harness other people’s ideas
People are happy to give their ideas and content away for nothing
KISS: Keep it Simple, Stupid
• Simplicity is key for the success of online platforms
• The goal should be to make it really quick and easy for participants to participate
• The goal should be 1-click participation, and it should be crystal clear what participation requires through easy to read instructions
UnileverVIP
Social engagement and innovation in one on Facebook • Social engagement
and innovation pilot• Over 70,000 people• Proves the power of
true involvement• Demonstrates the
commercial value of social media
Highlights
Unilever VIP has demonstrated that it can deliver:•Significant improvement in propensity to buy•Product trial across brands•Content shared by advocates across the social web•Helpful insight for brand teams to aid decision-making, campaign creation and product development•Significant improvements in brand advocacy
Propensity to buy grows with time involved
Double digit
point rise in ‘definitely will buy’ Unilever brands & products*
*average across all participating Unilever VIP brands
Motivated to try new brands and products
“I always like to try something
new but when you listen to my view and opinions and promotions gets me motivated to
buy some”
“Because Unilever is such a friendly brand and open to hear our side of the story its
definitely encouraged me to buy more Unilever
products than previously”
“All the brands I have tried...but
several products I wouldn’t of tried I have tried from
hearing about it on here”
Changing behaviour, stimulating purchase and
driving advocacyI will be buying it
from now on I can't praise it enough. Thank you Unilever for another amazing
product.(Cif Multi-Purpose
Actifizz)
Totally brilliant cleaning agent. I'll
definitely be buying this again and
recommending it to friends and family(Cif Multi-Purpose
Actifizz)
I would certainly buy this product in the supermarket and
recommend it to my friends 10 out of 10
for this one.(Comfort Vanilla &
Gold)
Have already recommended to friends and family and it has made it onto my weekly shopping list.(Flora Buttery)
Wow! My hair felt like I had had an expensive salon treatment. This
is amazing! It will certainly be top of my hair care list from now
on.(Dove Hair)
Advocacy/loyalty grows with time involved High
double digit
point rise in likelihood to recommend Unilever brands & products*
*average across all participating Unilever VIP brands
A 10 point increase in ‘likelihood to recommend’ is considered to be world class
Manage the Process
• Social media needs managing and resourcing
• Success doesn’t happen by accident
Standing on the shoulders of giants
• Breakthrough companies give customers what they want – not what they expect the market to provide
• In the social media world people want access to people/brands they trust to provide information/experiences that entertain, reward and fulfil
• Those that embrace social engagement will see benefits in revenue and profit
Round up
• Start with a strategy that links to KPIs the business values – ‘likes’ usually don’t rate with shareholders
• Think local with global consistency – not the other way round
• Pick the right platforms for the territory – it’s not a Facebook world – yet?
• Think conversations – then resource so you can be active in the conversations
• Tailor these to different needs – sales, service, awareness, education….
• Turn conversations into relationships – make your presence sticky
• Mobile - it’s just social engagement on the move• Think recommendations – you can monetise social
engagement
Questions?
For more information contact Crispin Manners
crispin.manners@kaizo.co.uk
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