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

Twitter

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

Facebook

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

Twitter

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?

http://www.wikipedia.org/

• 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