Social Media and How It’s Impacting Pacific Rim Consumers

Social Media and How It’s
Impacting Pacific Rim
Consumers
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content

Derek Edmond
Managing Partner • @DerekEdmond
@KoMarketing – Online Marketing
Search • Social • Content
Boston, MA

Global Digital Snapshot: Year on Year Growth
• +3.18B active users online (+7.6% users
online or +225 million)
• +2.21B active social media profiles (+8.7%
social media adoption or +176 million)
• +3.73B unique mobile users (+3.4% growth
in unique mobile users or +124 million)
• +1.93B active social media profiles accessing
via mobile device (+23% growth in active
social media profiles with access via mobile
device or +365 million)
Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

Fast Facts: The Americas
• 14% of the population, 21% of internet
users, 23% of active social media accounts,
and 15% of the mobile connections
• +634 million users with internet access
• Social Media: 59% North America, 39% Central
America, 49% South America
+480 million active social media accounts
• Social / Mobile: 51% North America, 34% Central
America, 41% South America
+400 million active social media accounts on
mobile
• Mobile Connection Penetration: 100% North
America, 91% Central America, 125% South
America

Fast Facts: Asia Pacific
• 32% of the population, 44% of internet
users, 35% of active social media accounts,
and 33% of the mobile connections
• +1.36 billion users with internet access
• Social Media: 43% East Asia, 34% Southeast
Asia, 45% Oceania
+907 million active social media accounts
• Social / Mobile: 35% East Asia, 29% Southeast
Asia, 40% Oceania
+746 million active social media accounts on
mobile
• Mobile Connection Penetration: 97% East Asia,
119% Southeast Asia, 108% Oceania

Top Social Media Platforms (by Active Users)
• Facebook (1.49B) / Facebook Messenger (700M or 40% growth since
beginning of 2015)
• QQ (832M)
• WhatsApp (800M or 33% growth since the beginning of 2015)
• QZone (668M)
• WeChat (549M)
• Twitter (316M)
• Skype (300M)
• Instagram (300M)
• Baidu Tieba (300M)
• Google+ (300M - down 10% since beginning of 2015)
• Viber (249M)
• Tumblr (230M)
• Others: Line (205), Snapchat (200), Sina Weibo (176), Vkontakte (100),
LinkedIn (97)

Social Media Insights (Australia)
Top Social Media Platforms
• Facebook (40%) / Facebook
Messenger (18%)
• Twitter (14%)
• Google+ (13%)
• Skype (12%)
• Pinterest (10%)
• Instagram (10%)
+13.8M Active Social Media Users
(58%)
+12.4M Social Media Users via Mobile
Device (52%)
Source: Global Web Index & We Are Social

Social Media Insights (China)
• WeChat (31%)
• Sina Weibo (26%)
• QQ / Qzone (25%)
• Tencent Weibo (21%)
• Youku Tudou (19%)
• Facebook (9%)
+629M Active Social Media Users
(46%)
+506M Social Media Users via Mobile
Device (37%)

Social Media Insights (Japan)
• Twitter (16%)
• Facebook (13%)
• Mixi (4%)
• Line (3%)
• Google+ & Skype (2%)
+24M Active Social Media Users (19%)
Device (17%)

Social Media Insights (Philippines)
Messenger (20%)
• Skype (17%)
• Google+ & Twitter (13%)
• Viber (12%)
Device (36%)

Social Media Insights (South Korea)
• Kakao Talk (38%)
Messenger (16%)
• Twitter (13%)
• Line (9%)
• Google+ (8%)
Device (27%)

Social Media Insights (Canada)
Messenger (19%)
• Twitter (23%)
• Pinterest (16%)
• Google+ (15%)
• Skype (13%)
Device (45%)

Social Media Insights (Mexico)
• WhatsApp (28%)
Messenger (24%)
• Google+ (17%)
• Twitter (15%)
• Skype (14%)
Device (40%)

Social Media Insights (Chili & Columbia)
Chili
+10.6M Active Social Media Users
(61%)
Device (50%)
Columbia
Device (34%)
Source: Statistica, Global Web Index & We Are Social

Social Media Insights (The United States)
Messenger (20%)
• Twitter (19%)
• Pinterest (17%)
• Google+ (14%)
• Instagram (13%)
• LinkedIn (11%)
+186M Active Social Media Users
(58%)
Device (50%)

WeChat: Key Observations
WeChat began as an instant messaging app before morphing into a
fully-fledged, integrated social networking platform.
• +549 Million Users / #1 Social Platform in China
• Users can communicate via instant messaging, written text,
video/audio calls, sound recordings or video clips.
• Two Types of “Official Accounts”
– Service Accounts: provides services to enable your users to buy
goods online, or even integrated ecommerce. Messages can only be
sent once a week.
– Subscription Accounts: provides information such as coupons,
promotions, news, and relevant contents. Communicate followers
much more frequently – once a day.
• QR codes are a easy way for people to find you and follow the
official account. Publish QR codes on websites, social media
profiles, company newsletters, packaging or event locations.
Sources: Statistica. We Are Social, Expanded Ramblings, Technode

WhatsApp: Key Observations
WhatsApp has over 800M users or 33% growth since the beginning of
the 2015.
• As of January 2015, 30 billion messages were getting sent and
received on WhatsApp daily
• WhatsApp introduced “broadcasting” in late 2013 - users can
send messages to a group of people at once, without revealing
the recipients to one another.
– WhatsApp places limitations on the setup of Broadcast Lists: each list
is typically no more than 250 contacts
• Average amount of time spent by users on WhatsApp at a weekly
basis is 195 minutes, checking the app approximately 23 times
per day.
• WhatsApp is responsible for 27% of selfies shared on social
media.
Sources: Statistica. We Are Social, Practical E-Commerce

Twitter: Key Observations
Research conducted by E-Tailing Group among omni-channel
retailers shows that 79% were committed to Twitter publishing in
2014.
• +316 Million active users and +1 Billion accounts created
• +230 Million monthly international Twitter users
• 80% of active users are on mobile and in aggregate Twitter users
send +500 million tweets per day.
• Roughly 30% of Twitter’s advertising revenue comes from
advertisers outside the US (+$300 million)
• Advertising opportunities:
– Engagement campaigns & network development
– Application installations
– Product campaigns (for US audiences only)
• Access to Twitter is currently blocked in North Korea, China, and
Iran.
Sources: Statistica. Social Media Examiner, Twitter, We Are Social

Facebook: Key Observations
Facebook, Facebook Messenger, Instagram, and WhatsApp’s
combined audience covers over 3.3 Billion active users.
• Approximately 83.1% of our daily active users are outside the US
and Canada
• +1.3 billion mobile monthly active users as of June 30, 2015
• +500 million access Facebook solely from their mobile devices
(up 78% year over year).
• Mobile ad revenue now accounts for 76% of Facebook's
advertising revenue and 72% of total revenue.
• 93% of advertisers surveyed by Social Media Examiner indicated
they use Facebook as a marketing channel
– Despite all this, 54% of worldwide advertisers are at least uncertain on
the effectiveness of Facebook as a fee based marketing channel; 19%
disagree that it is effective entirely
• More than 400 million people also use Instagram every month
Sources: Statistica. Social Media Examiner, Facebook Newsroom

Additional Notes on Popular Social Networks:
• QQ: An Instant Messaging Tool: Monthly active users via smart devices using QQ was
576 million, an increase of 33% YoY.
– Corporate QQ IM account can have a maximum of 10,000 friends - used for CRM, customer
services and marketing
• Baidu Tieba (Forum Community): now the largest online community in Chinese. It has +1
billion registered users with close to 8.2 million topic boards and over 200 million average
monthly active users.
• Weibo (Micro-Blogging Platform): Weibo is a very ‘open’ social network and potentially
the most effective for marketers. Users can see posts from anyone.
– Resources: Weibo Trend: http://data.weibo.com/index/hotword, Weibo Report:
http://data.weibo.com/report, & Weibo Insights: http://data.weibo.com/mydata
• LinkedIn: Half of LinkedIn’s visitors access the site via mobile device & over 40,000 users
apply for jobs daily
Sources: Statistica. We Are Social, Expanded Ramblings, Technode, LinkedIn

Social Media Resources:
• HootSuite (https://hootsuite.com/) – Manage social networks, schedule messages, engage
your audiences
• Buzzsumo (http://buzzsumo.com/) – Analyze what content performs best in social media
for any topic or competitor
• China Internet Watch (http://www.chinainternetwatch.com/) – Chinese social media,
mobile and SEO insights
• Baidu Index (http://index.baidu.com/) - Trends in Baidu’s search engine index (keyword
popularity, trending topics, etc)
• Facebook Insights / LinkedIn Analytics / Twitter Analytics – Free marketing resources
from social media platforms for analyzing communication performance and networks
• Contaxio (http://contax.io/) / FollowerWonk (https://moz.com/followerwonk/) – Twitter
network management resources

Marketing Resources:
• We Are Social: Follow their SlideShare account for regular updates on online marketing
trends across regions and worldwide
– http://www.slideshare.net/wearesocialsg
– https://twitter.com/wearesocial
• Salesforce: Every year they release a new “State of Marketing” report covering B2B and
B2C marketing trends
– https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp
– https://twitter.com/salesforce
• Google Webmaster Resources: Stay up to date with the latest information and resources
from Google, across website-specific topics of interest.
– https://support.google.com/webmasters/topic/6001981
– https://twitter.com/googlewmc
• KoMarketing: http://www.komarketingassociates.com/ and https://twitter.com/komarketing

KoMarketing • @KoMarketing
Thank You!
Cover Slide Photo Source: http://www.nativevml.com/

Social Media and How It’s Impacting Pacific Rim Consumers

Social Media and How It’s Impacting Pacific Rim Consumers

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