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March 21, 2013

10: Global Social Media Marketing: Does Your Brand have a Plan?

10: Global Social Media Marketing: Does Your Brand have a Plan?

Now that you have a robust social media marketing program running in your own country, what about the rest of the world?

 

Transcript

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take, take, take, take enjoyment. Welcome to social business Unplugged, Helping you understand in plain English how to best leverage social media for your business. And now here's the founder of Windmill networking, Neil Shaper. Greetings, everybody, this is Neil Schaefer. Welcome to another episode of Social business Unplugged, where I am coming at you, literally from Kuala Lumpur, Malaysia, where it is 5:45 a.m. Part of social business unplugged and why I enjoy this podcast is because I have the ability to do it from wherever I'm traveling the world, and I'm right here in quality and poor presenting at a two day advanced social media marketing workshop. And really, the theme of today's podcast is tied into what I'm talking about here. Because Social media is a lot more global, then you may think, and for people it's great the ability to really meet and communicate and learn from people around the world, but from businesses. It also has a lot of implications, and I think most businesses still have not realized. I have people here that work for international headquarters for Chinese companies, for instance, or people actually fluid from the Philippines, and that work on behalf of American brands trying to market locally in the Philippines. This multinational company that's from China with international headquarters in Malaysia is trying to figure out how to market globally with social media. And the amazing thing is, I'm an American. Many Americans just assume that all these sites are as popular here as they are in the United States, and it obviously didn't used to be this way. And there were countries like Japan where Facebook really wasn't established until fairly late. But just looking at the statistics, we see some amazing stats. And whenever I look at Web stats, there's obviously compete dot com or quant cast. I tend to look outs, Alexa. So just looking at the popularity of social media platforms in terms of Web site traffic. And since I'm in Asia, I think this is a great staff, you know us. Obviously. Facebook number two, YouTube number three site with linked in Twitter Pinterest, currently being number 11 12 and 14 and was very interesting to see, is the popularity of Facebook in Malaysia. Number one Singapore number three Indonesia number two Philippine's number one Indian number three Japan, number nine Korea number four Julie Facebook has obviously become a global platform. YouTube very similar. I mentioned us number three Malaysia, Singapore, Indonesia, Philippines, India, Japan, these air all YouTube being the fourth most popular website in all of these countries and even in Korea. Number six linked Enver Interesting number 11 in the U. S. Actually number eight in Singapore, number eight in India Philippines number 12 Malaysia not as popular. Number 21 Indonesia number 37. Twitter is pretty much between number nine and 14 in all these countries. Except for Korea, Pinchers is the one where it's number 14 in the U. S. Number 15 in the Philippines and then here Malaysia number 50 Indonesia number 81. So and in Japan, Pinterest actually doesn't even show up in the top 500. So obviously, when you think globally not every platform is going to be relevant, but Facebook, Twitter and YouTube or three platforms that are relevant. But it's not just about traditional marketers wanted to keep control, and that's been one of the challenges that they have with social media and giving up control and finding value and giving up control of certain things well maintaining control in different ways. You know, from a global perspective. Do you want everyone in the U. S. To be in charge of every global channel? And I think that this Chinese multinational company based here in Malaysia presented an interesting challenge. The just getting started. They have both be to be in a B to C line of products and target users. So do they start with the global account? Do they have accounts per continent? Do they have accounts per country? Do they have accounts per language? Who's going to do all this work? And who's going to sort of organizing coordinate not only the creation of the social media strategy, but the implementation. Are they gonna create a global center of excellence for all this? One of my students here from the Philippines was mentioning that they have an American corporate Facebook page, and they did a campaign in the Philippines that was wildly successful. Just based on, they have, like different brand names in the Philippines. What have you But since it was a campaign, they can only literally post to their Facebook page according to their corporate policy, like one month a year. So the other 11 months. There's no post you mean done. It's really bizarre situation, and I'm sure every company's difference. I really want to talk to the people at American corporate in charge of the Social media program and understand why they can't have a separate page for the Philippines, considering they have tens of thousands of fans and really engaged from there. And this is the many challenges of a global social media strategy and global social media implementation. Most companies up into an hour either completely handoff, let each region do it themselves, or they are very much want to keep in control like traditional marketing. And I don't have enough experience with enough global Fortune five hundred's to be able to give you a concise answer. I wish I had the ability to do a survey, but I find even if companies are allowing each of the individual regions to do it themselves, there is something to be said for global branding and consistency of your brand and the sharing of best practices between regions in North America. You may be using radiant six you may be using system owes when in Europe brand watch, maybe more popular in certain countries and in countries like Japan, where you have issues displaying four languages they may not even work in listening to conversations are happening in foreign characters. So there's a lot of issues. It may not be important for smaller brands, but obviously smaller brands have the ability to reach out to the entire world. And if they've been limited to business only in their native country, they now have the ability to really create a global awareness for the product. On the flip side, you know, larger brands, I believe, have this challenge that they're not really and you know, the title of my next book being Maximize Your social. They're not really maximizing the opportunities that are out there by either not allowing local countries to engage with their local audiences in social media, in whatever language that, maybe or there's sort of an ad hoc policy where there's probably a lot more that could be doing on a global scale through coordinating, either through the creation of a global social media strategy with local input or the sharing of best practices with a centre of excellence. I think of Intel is an example of a company that has this centre of excellence team that's obviously been very famous in the world with social media. So these are just some ideas that was appropriate being the house in Malaysia and sharing with you and actually finding that the people here in my class or very advanced in their understanding the social media very, very far along into the implementation. So, you know, social media marketing is truly, now a global phenomenon, and I really hope that your company, no matter what skill you are, we'll take the best and fullest advantage of it. This is Neil Schaefer signing out. Make it a great day, but you've been listening to social business. Unplug with meal shaper, social media author, consultant, speaker and university professor. If you'd like any specific topics covered on future episodes, or if you'd like to be interviewed for this podcast, please connect with meal by email. Kneel at windmill networking dot com on Lincoln at Lincoln dot com slash in slash meal Schaefer and on Twitter at Neil Shaper, please also visit windmill networking dot com for daily social media for business updates. Thanks for listening and make it a great day