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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.
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.
The Changing Face of
the Worldwide Social
Network Audience




                 © 2012 eMarketer Inc.
By 2014, 1.85 billion people will use
social networks on a monthly basis


                                  That
                              translates to:

                               71% of world
                              internet users

                              26% of world
                               population




                                        © 2012 eMarketer Inc.
Social
networking
is among
the leading
online
activities
around the
world




              © 2012 eMarketer Inc.
More internet users are accessing
social networks each year




Twitter: #eMwebinar                 © 2012 eMarketer Inc.
However, the center of gravity
      is shifting




Image: Danilo Rizzuti / FreeDigitalPhotos.net   © 2012 eMarketer Inc.
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 / FreeDigitalPhotos.net

                                                                                      © 2012 eMarketer Inc.
Myth #2: North America is the leader
      in social network usage

      By 2014 it will trail every region except
      Western Europe




Source: eMarketer, February 2012

                                                  © 2012 eMarketer Inc.
Myth #3: China is the fastest-growing
social networking country


China is one of the
top 5 by growth,
but India and
Indonesia are
growing faster.




                                        © 2012 eMarketer Inc.
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 / FreeDigitalPhotos.net

                                            © 2012 eMarketer Inc.
Can You Do Social
Media Marketing at
Scale Using Just
Facebook and Twitter?




                 © 2012 eMarketer Inc.
Facebook’s growth makes it easier for
      marketers to create a global strategy




Source: eMarketer, February 2012

                                          © 2012 eMarketer Inc.
But Facebook will be used by under 40%
of worldwide internet users this year…

…And just 12% of the world’s population




Twitter: #eMwebinar                       © 2012 eMarketer Inc.
Facebook: Advantages and
disadvantages for marketers




                              © 2012 eMarketer Inc.
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.
Twitter is second to Facebook, but
reaches only 11.7% of internet users




                                       © 2012 eMarketer Inc.
Twitter: Advantages and disadvantages




                                   © 2012 eMarketer Inc.
In a few countries, local social networks
still dominate




                                      © 2012 eMarketer Inc.
Chinese social media properties soar
while Facebook and Twitter are blocked




                                    © 2012 eMarketer Inc.
For the foreseeable future, China will
 require a separate social strategy
“We don’t even try to get China on board
because it’s such a different environment. We
share our broad social media guidance and
best practices. We say, ‘We’re here to support
you if you need us, but we realize that you have
to run your own show.’” —Jessica Jensen, senior
marketing 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 Media



Twitter: #eMwebinar                                       © 2012 eMarketer Inc.
Facebook and Twitter are a strong base
    for outreach

    But using native social platforms will continue
    to be important




Images: From company websites

                                                 © 2012 eMarketer Inc.
Why a Global Strategy
Is Necessary Now




                  © 2012 eMarketer Inc.
Companies
have an
increasing
(and
daunting)
number of
social
media
accounts to
track




              © 2012 eMarketer Inc.
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 Jensen




Images: Witthaya Phonsawat / FreeDigitalPhotos.net

                                                                            © 2012 eMarketer Inc.
Social
network
users in
several
countries
are more
likely than
those in
the US to
respond to
brands in
social
media


              © 2012 eMarketer Inc.
Companies need a feedback loop to
share ideas and tips




Twitter: #eMwebinar                 © 2012 eMarketer Inc.
The imperative: Replace a global social
media strategy that looks like this…




 Image: Rawich / FreeDigitalPhotos.net

                                         © 2012 eMarketer Inc.
With one that looks like one of these:




                                         © 2012 eMarketer Inc.
There’s still time: Most companies are
still working toward a global strategy




                                         © 2012 eMarketer Inc.
Social media vendors are expanding
internationally 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 Paulo




Twitter: #eMwebinar                                         © 2012 eMarketer Inc.
Three Marketer
Strategies:
Intel, Ford, Microsoft




                    © 2012 eMarketer Inc.
Intel: Harnessing creativity worldwide


Although it’s recognized as a leader in social
media 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.
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.
Goal #1: Create dialogue




                           © 2012 eMarketer Inc.
Goal #2: Create a platform that would
work around the world

57 country pages are accessible directly from
Intel’s main Facebook page




                                           © 2012 eMarketer Inc.
Goal #3: Create channels to share ideas
and tap creativity




                                     © 2012 eMarketer Inc.
Intel Museum of Me: From a napkin
sketch 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 2012

Twitter: #eMwebinar                                             © 2012 eMarketer Inc.
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.
Ford pairs digital and social leads in each
market



 Regional digital media leads   Regional social media leads




                                                        © 2012 eMarketer Inc.
Ford’s key challenges




                        © 2012 eMarketer Inc.
Ford uses successful campaigns
  in other countries
Examples:
US-based Ford Focus Rally was
adapted for the Middle East
After starting in the US, the Ford Fiesta
Movement moved to Europe
Ford plans to expand a European
Instagram campaign called Fiesta-gram




                                             © 2012 eMarketer Inc.
Creating a set of global priorities helps
keep divisions on track

Ford’s Global Social Media Priorities:




“We can put together a global strategy, but the
execution has to play out locally.”
— Scott Monty, head of social media for Ford




Twitter: #eMwebinar                               © 2012 eMarketer Inc.
Microsoft Windows: Connecting fans
globally via Facebook



 In 2011, the
 Windows
 Division
 consolidated its
 Facebook
 presence to one
 unified,
 global page.




                                     © 2012 eMarketer Inc.
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.
Fans can choose the way they use
Windows 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.
What Microsoft has achieved

Key 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 to
find 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, posting
about Windows) rose 4,910% from 18,972 in July 2010 to
950,598 in February 2012.

                                                     © 2012 eMarketer Inc.
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.
Social Isn’t Getting the Credit It Deserves




                                                                $0.53        +88%




The Four Challenges to Measuring ROI from Social Media & How to Solve Them
Drove a 15% increase in overall bookings
           attributed to Facebook
           VIRGIN AIRLINES



  Virgin America

The Four Challenges to Measuring ROI from Social Media & How to Solve Them
Disconnected Tools, Data and Workflow




              CMS                             Analytics                      Publishing   Listening




The Four Challenges to Measuring ROI from Social Media & How to Solve Them
Adobe: Social Under a Single Platform

             Publishing & Engagement

             Listening & Moderation

             Measurement & Analytics

             Social Advertising

             Social Content Management

             Segmentation & Targeting

             Expertise: Strategy and Execution




The Four Challenges to Measuring ROI from Social Media & How to Solve Them
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 Interest
Debra 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: www.emarketer.com/products
       Adobe                        800-405-0844 or webinars@emarketer.com

                                                                               ©2012 eMarketer Inc.

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

  • 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. 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. The Changing Face of the Worldwide Social Network Audience © 2012 eMarketer Inc.
  • 4. By 2014, 1.85 billion people will use social networks on a monthly basis That translates to: 71% of world internet users 26% of world population © 2012 eMarketer Inc.
  • 6. More internet users are accessing social networks each year Twitter: #eMwebinar © 2012 eMarketer Inc.
  • 7. However, the center of gravity is shifting Image: Danilo Rizzuti / FreeDigitalPhotos.net © 2012 eMarketer Inc.
  • 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 / FreeDigitalPhotos.net © 2012 eMarketer Inc.
  • 9. Myth #2: North America is the leader in social network usage By 2014 it will trail every region except Western Europe Source: eMarketer, February 2012 © 2012 eMarketer Inc.
  • 10. Myth #3: China is the fastest-growing social networking country China is one of the top 5 by growth, but India and Indonesia are growing faster. © 2012 eMarketer Inc.
  • 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 / FreeDigitalPhotos.net © 2012 eMarketer Inc.
  • 12. Can You Do Social Media Marketing at Scale Using Just Facebook and Twitter? © 2012 eMarketer Inc.
  • 13. Facebook’s growth makes it easier for marketers to create a global strategy Source: eMarketer, February 2012 © 2012 eMarketer Inc.
  • 14. But Facebook will be used by under 40% of worldwide internet users this year… …And just 12% of the world’s population Twitter: #eMwebinar © 2012 eMarketer Inc.
  • 15. Facebook: Advantages and disadvantages for marketers © 2012 eMarketer Inc.
  • 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. Twitter is second to Facebook, but reaches only 11.7% of internet users © 2012 eMarketer Inc.
  • 18. Twitter: Advantages and disadvantages © 2012 eMarketer Inc.
  • 19. In a few countries, local social networks still dominate © 2012 eMarketer Inc.
  • 20. Chinese social media properties soar while Facebook and Twitter are blocked © 2012 eMarketer Inc.
  • 21. For the foreseeable future, China will require a separate social strategy “We don’t even try to get China on board because it’s such a different environment. We share our broad social media guidance and best practices. We say, ‘We’re here to support you if you need us, but we realize that you have to run your own show.’” —Jessica Jensen, senior marketing 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 Media Twitter: #eMwebinar © 2012 eMarketer Inc.
  • 22. Facebook and Twitter are a strong base for outreach But using native social platforms will continue to be important Images: From company websites © 2012 eMarketer Inc.
  • 23. Why a Global Strategy Is Necessary Now © 2012 eMarketer Inc.
  • 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 Jensen Images: Witthaya Phonsawat / FreeDigitalPhotos.net © 2012 eMarketer Inc.
  • 26. Social network users in several countries are more likely than those in the US to respond to brands in social media © 2012 eMarketer Inc.
  • 27. Companies need a feedback loop to share ideas and tips Twitter: #eMwebinar © 2012 eMarketer Inc.
  • 28. The imperative: Replace a global social media strategy that looks like this… Image: Rawich / FreeDigitalPhotos.net © 2012 eMarketer Inc.
  • 29. With one that looks like one of these: © 2012 eMarketer Inc.
  • 30. There’s still time: Most companies are still working toward a global strategy © 2012 eMarketer Inc.
  • 31. Social media vendors are expanding internationally 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 Paulo Twitter: #eMwebinar © 2012 eMarketer Inc.
  • 32. Three Marketer Strategies: Intel, Ford, Microsoft © 2012 eMarketer Inc.
  • 33. Intel: Harnessing creativity worldwide Although it’s recognized as a leader in social media 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. 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. Goal #1: Create dialogue © 2012 eMarketer Inc.
  • 36. Goal #2: Create a platform that would work around the world 57 country pages are accessible directly from Intel’s main Facebook page © 2012 eMarketer Inc.
  • 37. Goal #3: Create channels to share ideas and tap creativity © 2012 eMarketer Inc.
  • 38. Intel Museum of Me: From a napkin sketch 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 2012 Twitter: #eMwebinar © 2012 eMarketer Inc.
  • 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. Ford pairs digital and social leads in each market Regional digital media leads Regional social media leads © 2012 eMarketer Inc.
  • 41. Ford’s key challenges © 2012 eMarketer Inc.
  • 42. Ford uses successful campaigns in other countries Examples: US-based Ford Focus Rally was adapted for the Middle East After starting in the US, the Ford Fiesta Movement moved to Europe Ford plans to expand a European Instagram campaign called Fiesta-gram © 2012 eMarketer Inc.
  • 43. Creating a set of global priorities helps keep divisions on track Ford’s Global Social Media Priorities: “We can put together a global strategy, but the execution has to play out locally.” — Scott Monty, head of social media for Ford Twitter: #eMwebinar © 2012 eMarketer Inc.
  • 44. Microsoft Windows: Connecting fans globally via Facebook In 2011, the Windows Division consolidated its Facebook presence to one unified, global page. © 2012 eMarketer Inc.
  • 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. Fans can choose the way they use Windows 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. What Microsoft has achieved Key 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 to find 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, posting about Windows) rose 4,910% from 18,972 in July 2010 to 950,598 in February 2012. © 2012 eMarketer Inc.
  • 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. 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. Drove a 15% increase in overall bookings attributed to Facebook VIRGIN AIRLINES Virgin America The Four Challenges to Measuring ROI from Social Media & How to Solve Them
  • 51. Disconnected Tools, Data and Workflow CMS Analytics Publishing Listening The Four Challenges to Measuring ROI from Social Media & How to Solve Them
  • 52. Adobe: Social Under a Single Platform Publishing & Engagement Listening & Moderation Measurement & Analytics Social Advertising Social Content Management Segmentation & Targeting Expertise: Strategy and Execution The Four Challenges to Measuring ROI from Social Media & How to Solve Them
  • 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 Interest Debra 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: www.emarketer.com/products Adobe 800-405-0844 or webinars@emarketer.com ©2012 eMarketer Inc.