Social Communication Summit 2011_Burson-Marsteller
Evolution of Overseas Communication in the Age of Social Media Burson-Marsteller Korea Market Leader Margaret Key
More than 500 million active Facebook users. People spend over 700 billion minutes per month on Facebook. 456 tweets/sec . 182% increase in the number of Mobile users. More than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products. 572,000 number of accounts created on March 12, 2011. There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events . Average user creates 90 pieces of content each month . More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. About 70% of Facebook users are outside the United States . More than 2.5 million websites have integrated with Facebook, including over 80 of comScore's U.S. Top 100 websites and over half of comScore's Global Top 100 websites. More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Over 300,000 users helped translate the site through the translations facebook application. More than 70 translations available on the Facebook.
Australia 84% Japan 83% China 80% US 81% Canada 81% Spain 70% UK 71% Spain 70% France 71% Italy 83% The Groundswell is Now Global * Source: European Technographics Benchmark Survey Q2 2010 Source: North American Technolographics Benchmark Survey, Q2 2010 Source: Pacific Technographics Benchmark Survey, Q4 2009 Percentage of online users engaging with Social Media
<ul><li>The majority, 84%, of Fortune Global 100 companies use at least one social media platform, no matter if B2B or B2C. </li></ul><ul><li>One-quarter of them are active on all four platforms: SNS, Blog, Micro-blog, Video-sharing. </li></ul><ul><li>Number of Twitter followers increased radically across all regions: 241% more than 2010. </li></ul><ul><li>80% are talked about on Twitter. </li></ul><ul><li>Corporate Facebook Pages Demonstrated Large Gains in “Likes” </li></ul><ul><li>Companies With Blogs Make Creative Use of the Platform </li></ul><ul><li>Asian companies demonstrated the largest percent increase (25%) in Facebook use, driving a majority of the global growth. </li></ul><ul><li>Asian companies had the largest increase (406%) for the number of “likes” per Facebook page. </li></ul>More Engagement Quality Communication Asia Growing Fast Source: Burson Marsteller, The Global Social Media Check-up 2011 Social Media Is a Must for Business Now Three Key Implications to Notice
Social Media Is Ideal Channel for Global Business Direct No geographical barrier, but still to be conveniently targeted Relationship Fosters friendship and engagement with enthusiastic and proactive audiences Interactive Pursues two-way conversation, rather than one-way delivery Efficient Simply less cost to reach Characteristics of Social Media in Global Outreach
However, Not Just Sweet… Challenges of Social Media in Global Outreach Culture Language Market Dynamics Vulnerability to Issues
Burson-Marsteller’s Global Social Media Approach #1 – Understand your audience #2 – Plan enough in advance #3 – Use storytelling #4 – Monitor and Evaluate #5 – Define Optimal Type
Use a digital lens to view the market, understand the who, what, why and where. Invest time to understand your audience and its diversity
Plan enough in advance Strategy Development Organization Setting Strategic Training Execution! 360 Audit <ul><li>Internal/External Interview </li></ul><ul><li>Social Media Scanning </li></ul><ul><li>Key Finding Workshop </li></ul><ul><li>Internal/External Interview </li></ul><ul><li>Social Media Scanning </li></ul><ul><li>Key Finding Workshop </li></ul><ul><li>Digital Workshop </li></ul><ul><li>Storytelling Training </li></ul><ul><li>Key Finding Workshop </li></ul><ul><li>Role & Responsibility </li></ul><ul><li>Social Media Association </li></ul>Launch
Digital Written Oral Art DAOW Use Digital Storytelling Global Local Cross-Cultural
Monitor and evaluate your own and competitors’ social media presence Conduct frequent searches on Twitter, Facebook, YouTube and via online search to see what your global stakeholders are saying about you –and also what stakeholders find when they seek you out. Also, monitor what is being said about your competitors. Recognize that this information is critical to managing the company’s reputation online.`
Define Optimal Type Global Channel that reach all users with a single social profile Type that collect global interest on a central channel and then distribute users to the appropriate country profile TYPE III Global Social Media Channel + Local Channel TYPE II Global Social Media Channel with Local Approach Global Channel that offer a customized social profile for major audience TYPE I Global Social Media Channel
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