This document discusses social media trends and stakeholder engagement globally. It highlights that while social media has evolved differently across cultures, conversational content needs to be localized even at the hyperlocal level. Further, there are no true borders online and business definitions of traditional markets do not apply in social media. The document also notes several emerging trends in social media including communities and social networks becoming the primary forum for public relations programs.

1. Michael Wiley
Chicago
All Social Media Is Local:
A Guide to Global Stakeholder Engagement

2. John Kerr
Singapore
All Social Media Is Local:
A Guide to Global Stakeholder Engagement
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3. Bulletin Boards /
Forums Still Drive
Conversation in Asia
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4. Olga Rasulova
Moscow
All Social Media Is Local:
A Guide to Global Stakeholder Engagement
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5. WHAT’S POPULAR?
Social networks (at home and at work)
and other web resources, like IM, that
enable users to connect with each other
http://flickr.com/photos/nicointhebus/227054792/
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6. • LiveJournal.com for influential bloggers
• LiveInternet.ru for teens
• Odnoklassniki.ru (like Classmates.com, 20mm)
• ICQ, QIP, and Skype for instant messaging
http://flickr.com/photos/nicointhebus/227054792/
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7. Wolfgang Lünenbürger
Hamburg
All Social Media Is Local:
A Guide to Global Stakeholder Engagement
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8. Social media is language-driven.
Your outreach needs to be local,
even hyperlocal.
http://flickr.com/photos/samuelr/1452379695/
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9. No overall leading social
network, but several local
champions.
http://flickr.com/photos/samuelr/1452379695/
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10. Marshall Manson
London
All Social Media Is Local:
A Guide to Global Stakeholder Engagement
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11. THERE ARE NO BORDERS ONLINE.
Business definitions of markets are not
relevant in social media.
http://flickr.com/photos/wwworks/2712985768/
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12. SOCIAL MEDIA HAS EVOLVED DIFFERENTLY FROM
CULTURE TO CULTURE.
In the UK, blogs less relevant than in the US, but
social networks as or more important.
http://flickr.com/photos/wwworks/2712985768/
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13. Conversational content cannot be ad-led – has to
transcend a particular spot.
STORYTELLING – A NARRATIVE ARC – IS CRUCIAL.
http://flickr.com/photos/wwworks/2712985768/
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14. Monte Lutz
Washington, DC
All Social Media Is Local:
A Guide to Global Stakeholder Engagement

15. U.S. POLITICS AND SOCIAL MEDIA
• Twitter Debates
• Qik On The Hill
• YouTube
• Billiam The Snowman
http://flickr.com/photos/jacobvorpahl/2087225900/
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16. Steve Rubel
New York
All Social Media Is Local:
A Guide to Global Stakeholder Engagement

17. • As peers increasingly filter content
WHAT’S NEXT? produced by pros, communities
5 TRENDS TO WATCH and social networks become the
primary theater for PR programs
• Brand web sites succumb to the
Attention Crash, giving rise to web
services inside hubs
• Google becomes a key focus for PR
professionals as findability
becomes essential
http://flickr.com/photos/xploded/141295823/
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18. WHAT’S NEXT? • As the web evolves from an
5 TRENDS TO WATCH information medium into a
platform for global collaboration,
public engagement is key
• “Digital natives” dominate
influence networks and PR pros
realize they must emulate them to
survive and thrive
http://flickr.com/photos/xploded/141295823/
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19. All Social Media Is Local:
A Guide to Global Stakeholder
Engagement
http://flickr.com/photos/mansonliu/298440052/
Q&A