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eMarketer Webinar: Social Media in the Marketing Mix—Global Best Practices

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Debra Aho Williamson xplores how marketers can best budget, plan, execute and measure their global social media marketing initiatives.

Publicado en: Tecnología, Empresariales
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eMarketer Webinar: Social Media in the Marketing Mix—Global Best Practices

  1. 1. A P R I L 1 9, 2 0 1 2 Social Media in the Marketing Mix— Global Best Practices Sponsored by:Debra Aho Williamson © 2012 eMarketer Inc.
  2. 2. Agenda • How is the face of the global social network audience changing—and what does that mean for multinational marketers? • Can you do worldwide social media marketing using only Facebook and Twitter? • Why is it imperative for marketers to have a unified approach? • How are Intel, Ford and Microsoft scaling to manage social media globally?Twitter: #eMwebinar © 2012 eMarketer Inc.
  3. 3. The Changing Face ofthe Worldwide SocialNetwork Audience © 2012 eMarketer Inc.
  4. 4. By 2014, 1.85 billion people will usesocial networks on a monthly basis That translates to: 71% of world internet users 26% of world population © 2012 eMarketer Inc.
  5. 5. Socialnetworkingis amongthe leadingonlineactivitiesaround theworld © 2012 eMarketer Inc.
  6. 6. More internet users are accessingsocial networks each yearTwitter: #eMwebinar © 2012 eMarketer Inc.
  7. 7. However, the center of gravity is shiftingImage: Danilo Rizzuti / © 2012 eMarketer Inc.
  8. 8. Myth #1: The US has the largest social networking population eMarketer forecasts that there will be 157.8 million US social network users in 2012, rising to 170.7 million in 2014. In China, there will be twice as many social network users: 307.5 million in 2012, and 414.5 million in 2014.Images: ohmega1982; digitalart / © 2012 eMarketer Inc.
  9. 9. Myth #2: North America is the leader in social network usage By 2014 it will trail every region except Western EuropeSource: eMarketer, February 2012 © 2012 eMarketer Inc.
  10. 10. Myth #3: China is the fastest-growingsocial networking countryChina is one of thetop 5 by growth,but India andIndonesia aregrowing faster. © 2012 eMarketer Inc.
  11. 11. Social network usage is increasing, but growth is coming from all over the world The US is no longer the center of the universe when it comes to social networking. Companies operating in multiple regions must consider this expansion when planning social media outreach.Image: thanunkorn / © 2012 eMarketer Inc.
  12. 12. Can You Do SocialMedia Marketing atScale Using JustFacebook and Twitter? © 2012 eMarketer Inc.
  13. 13. Facebook’s growth makes it easier for marketers to create a global strategySource: eMarketer, February 2012 © 2012 eMarketer Inc.
  14. 14. But Facebook will be used by under 40%of worldwide internet users this year……And just 12% of the world’s populationTwitter: #eMwebinar © 2012 eMarketer Inc.
  15. 15. Facebook: Advantages anddisadvantages for marketers © 2012 eMarketer Inc.
  16. 16. What about Twitter? 140 million active accounts worldwide* Available in more than 20 languages* Source: Twitter. Includes corporate as well as individual accounts © 2012 eMarketer Inc.
  17. 17. Twitter is second to Facebook, butreaches only 11.7% of internet users © 2012 eMarketer Inc.
  18. 18. Twitter: Advantages and disadvantages © 2012 eMarketer Inc.
  19. 19. In a few countries, local social networksstill dominate © 2012 eMarketer Inc.
  20. 20. Chinese social media properties soarwhile Facebook and Twitter are blocked © 2012 eMarketer Inc.
  21. 21. For the foreseeable future, China will require a separate social strategy“We don’t even try to get China on boardbecause it’s such a different environment. Weshare our broad social media guidance andbest practices. We say, ‘We’re here to supportyou if you need us, but we realize that you haveto run your own show.’” —Jessica Jensen, seniormarketing manager, Windows, at Microsoft “Our content management system is the only way we’re being used in China. It’s a way to get content to the team and seed content that makes sense.” —Michael Lazerow, CEO of Buddy MediaTwitter: #eMwebinar © 2012 eMarketer Inc.
  22. 22. Facebook and Twitter are a strong base for outreach But using native social platforms will continue to be importantImages: From company websites © 2012 eMarketer Inc.
  23. 23. Why a Global StrategyIs Necessary Now © 2012 eMarketer Inc.
  24. 24. Companieshave anincreasing(anddaunting)number ofsocialmediaaccounts totrack © 2012 eMarketer Inc.
  25. 25. Managing multiple social properties can lead to chaos and confusion “It was a ‘Wild, Wild West’ situation. We had so many Facebook pages from various markets, it was hard to navigate.” —Microsoft’s Jessica JensenImages: Witthaya Phonsawat / © 2012 eMarketer Inc.
  26. 26. Socialnetworkusers inseveralcountriesare morelikely thanthose inthe US torespond tobrands insocialmedia © 2012 eMarketer Inc.
  27. 27. Companies need a feedback loop toshare ideas and tipsTwitter: #eMwebinar © 2012 eMarketer Inc.
  28. 28. The imperative: Replace a global socialmedia strategy that looks like this… Image: Rawich / © 2012 eMarketer Inc.
  29. 29. With one that looks like one of these: © 2012 eMarketer Inc.
  30. 30. There’s still time: Most companies arestill working toward a global strategy © 2012 eMarketer Inc.
  31. 31. Social media vendors are expandinginternationally to meet demand New York, San Francisco, London, Singapore Atlanta, Dallas, New York, Chicago, Cincinnati, San Francisco, London, Brazil, Singapore (coming soon) San Francisco, New York, Los Angeles, Chicago, London, Munich, Paris, Singapore London, New York, Paris, Milan, Munich, Singapore, Sydney, Sao PauloTwitter: #eMwebinar © 2012 eMarketer Inc.
  32. 32. Three MarketerStrategies:Intel, Ford, Microsoft © 2012 eMarketer Inc.
  33. 33. Intel: Harnessing creativity worldwideAlthough it’s recognized as a leader in socialmedia marketing, Intel hit a roadblock“When I took on this role two years ago, our use of social media was very organic and grassroots. A lot of people were doing a lot of things, and we said, ‘Is there any consistency to it? Are we telling a bigger story? Are we connecting the dots?’” —Becky Brown, Director of Social Media © 2012 eMarketer Inc.
  34. 34. Intel’s goals• Focus less on products and campaigns and more on creating dialogues with multiple communities• Create a platform that could be used by multiple offices worldwide• Allow employees around the world to share and collaborate to determine what works and what doesn’t © 2012 eMarketer Inc.
  35. 35. Goal #1: Create dialogue © 2012 eMarketer Inc.
  36. 36. Goal #2: Create a platform that wouldwork around the world57 country pages are accessible directly fromIntel’s main Facebook page © 2012 eMarketer Inc.
  37. 37. Goal #3: Create channels to share ideasand tap creativity © 2012 eMarketer Inc.
  38. 38. Intel Museum of Me: From a napkinsketch to a worldwide phenomenon • Facebook app was developed in Intel’s Hong Kong office • Regional execs drew the idea on a cocktail napkin during a meeting at the company’s sales and marketing conference • App received 1 million hits within 5 days of launch; has 878,000+ “likes” as of April 2012Twitter: #eMwebinar © 2012 eMarketer Inc.
  39. 39. How Intel handles social media in China Social media is handled locally and not from corporate HQ. Intel shares best practices for community management and engagement. In 2012, Intel plans to “Just because they don’t have Facebook doesn’t preclude them better integrate and from doing similar programs to what coordinate its China social we’re doing on Facebook.” activities. —Becky Brown © 2012 eMarketer Inc.
  40. 40. Ford pairs digital and social leads in eachmarket Regional digital media leads Regional social media leads © 2012 eMarketer Inc.
  41. 41. Ford’s key challenges © 2012 eMarketer Inc.
  42. 42. Ford uses successful campaigns in other countriesExamples:US-based Ford Focus Rally wasadapted for the Middle EastAfter starting in the US, the Ford FiestaMovement moved to EuropeFord plans to expand a EuropeanInstagram campaign called Fiesta-gram © 2012 eMarketer Inc.
  43. 43. Creating a set of global priorities helpskeep divisions on trackFord’s Global Social Media Priorities:“We can put together a global strategy, but theexecution has to play out locally.”— Scott Monty, head of social media for FordTwitter: #eMwebinar © 2012 eMarketer Inc.
  44. 44. Microsoft Windows: Connecting fansglobally via Facebook In 2011, the Windows Division consolidated its Facebook presence to one unified, global page. © 2012 eMarketer Inc.
  45. 45. The Windows global strategy Create a centralized hub, where fans can easily find their country’s Facebook page. Social media teams share learnings, analytics, campaign ideas and best practices. The corporate team provides direction, but allows each region to run their own show and edit and publish their own content. © 2012 eMarketer Inc.
  46. 46. Fans can choose the way they useWindows and the language they speak “We wanted to structure something that we thought could support not only the various geographies—the subsidiaries—but also the different audiences.” —Jessica Jensen, senior marketing manager, Windows © 2012 eMarketer Inc.
  47. 47. What Microsoft has achievedKey Learnings:Because of varying levels of social media experience,training and frequent hand-holding are essential.A unified Facebook page makes it easier for people tofind what they are looking for.Results:36 markets have signed on, including Russia and Brazil,where other social networks are popular.Total actions (people commenting, sharing, postingabout Windows) rose 4,910% from 18,972 in July 2010 to950,598 in February 2012. © 2012 eMarketer Inc.
  48. 48. Conclusions and Best Practices The US is not the center of the social media universe. Know the numbers for your key markets. Now is the time to create a global strategy. The chaos of managing multiple social properties will only increase. Don’t assume that what works in the US will translate. Consumers have varying responses to social media marketing. Create channels for sharing. Encourage feedback on strategies, analytics, problems and solutions.Twitter: #eMwebinar © 2012 eMarketer Inc.
  49. 49. Social Isn’t Getting the Credit It Deserves $0.53 +88%The Four Challenges to Measuring ROI from Social Media & How to Solve Them
  50. 50. Drove a 15% increase in overall bookings attributed to Facebook VIRGIN AIRLINES Virgin AmericaThe Four Challenges to Measuring ROI from Social Media & How to Solve Them
  51. 51. Disconnected Tools, Data and Workflow CMS Analytics Publishing ListeningThe Four Challenges to Measuring ROI from Social Media & How to Solve Them
  52. 52. Adobe: Social Under a Single Platform Publishing & Engagement Listening & Moderation Measurement & Analytics Social Advertising Social Content Management Segmentation & Targeting Expertise: Strategy and ExecutionThe Four Challenges to Measuring ROI from Social Media & How to Solve Them
  53. 53. Q&A Session Learn more about digital advertising with an eMarketer corporate subscription Social Media in the Over 120 reports are published each year.Marketing Mix—Global Following are a few of the recent ones Best Practices focusing on social media:  Google+: Influencing the Integration of Search and Social  Worldwide Social Network Usage: Market Size and Growth Forecast  Beyond Facebook and Twitter: Visually Focused Social Sites See Growing InterestDebra Aho Williamson  Social Media for Industries: Assessing Opportunities in Automotive, Travel, Financial Services and You will receive an email Pharmaceuticals tomorrow with a link to  B2B Social Media: A Growing Focus for Marketers view the deck and  Social Media Measurement: Getting to the Metrics That webinar recording. Matter Sponsored by: To learn more: Adobe 800-405-0844 or ©2012 eMarketer Inc.