International social media An EMEA and global perspective

1. International social mediaAn EMEA and global perspective

2. Social media in EasternEurope May, 2012 Patrik Schober

3. The Worldcom PR Group The Worldcom Public Relations Group is the world's leading network of independently owned public relations firms. • Established in 1988, over 24 years in the market • Professional independent public relations firms serve national, international and multi-national clients while retaining the flexibility and client-service focus • Worldcom clients have on-demand access to PR experts who understand the local language, culture and customs The Worldcom Public Relations Group has 120 offices in 97 cities in 42 countries on six continents with more than 2,000 employees and a revenue of more than US $300 million in 2011 The Worldcom Group EMEA consists of 36 agencies with 594 staff members with US $ 80 million of combined agency billings in 2011

4. The Worldcom PR Group Areas of Expertise

5. Optimizing Resources and Organizations • Workflow flexibility optimized for your business • Avoiding bureaucracy and process redundancies increases ROI and effectiveness • Worldcom allows you to develop a one to one local relation or a lead agency model relations • Delivering your PR program in Europe must allow synergies, time optimization without losing local flavour and communication opportunities • Worldcom independent structure allows flexibility to adapt to your own structure

6. References More than 1,100 companies belonging to all types of industry are served by EMEA offices. Some of our current clients are:

7. Cultural differences and Media Usage in Eastern Europe

8. Cross Cultural Business behaviour

9. Media usage in Eastern Europe • Printed dailies are very popular in most EE countries – almost 90% of adult population in these countries read some daily and listen to radio • Looking at market trend data the percentage of E. Europeans reading newspapers is actually down 3% since 2008 and has decreased 8% since 2004 • News reading is moving online with 56% of E. European internet users visiting news websites • Great difference between circulation of national newspapers in different countries – differ on size of market – Russia: ArgumentyiFakty – cisrculation 2,7mil. Latvia: Diena – circulation 31.000pc • 54% of E. Europeans are online vs. 79,6% of Americans but 76% of Eastern European users have broadband vs. 60% of Americans • Most of E-publishing houses are in ownership of international companies like Axel Springer, IDG, Burda, Bauer, etc. • Hungary is nr. 3 in the World in watching TV – 260minutes/day/person, 80 TV channels in Hungarian

10. Social media in Eastern Europe

11. The most popular networks in Croatia Social networks Microblogs Blog Facebook (1,000.000 users) Iskrica (350,000 users) Trosjed (100,000 users) Tulumarka (52,000 users) B2 (24,000 users) Twitter Zrikka Flickr Blog.hr Bloger.hr Mojblog.hr Qherc.hr BigBlog.hr

12. Most popular social networks – Czech Republic • Social networks: Facebook.com, lide.cz, Spoluzaci.cz, Libimseti.cz • Blogs, microblogs: blog.cz • Multimedia sharednetworks:YouTube, Flickr, Picasa, Rajce.cz, Stream.cz • Flagging: Linkuj, jagg, Digg, Delicious • ... Wikipedia, SecondLife, discussion ...

13. Most popular social networks - Hungary MyVip • Popular mainly among teenagers • 2.700.000 (non-audited data) • message board: yes • applications, games: yes (dating apps mostly) • groups for brands Twitter • registered users in Hungary: 11.000 • Popular mainly among 25-34 aged people but more and more teenagers register Tumblr • Popular mainly among 25-34 aged people • allows to share content to non-registered users: yes • Facebook • 3,96 million active users • Saturation in total population is 39,65% • Saturation in online population is 86,2% • 52% women; 48% men • 18-44-year-old agegroupis the biggest: 67% of totalusers • Iwiw • Registered users: 4.500.000 • Popular mainly among middle-aged people • message board: yes • applications, games: yes • groups for brands: yes • pages/profiles for brands: yes (on a pay-basis)

14. Most popular social networks - Latvia • Most popular social networks • Draugiem.lv – 1 200 000 registered persons; active users - 672 811 • One.lv - 910 000 registered; active users – 330 000 • Facebook – 350280 registered persons • Most popular blogs • Theleadingnewsportal DELFI Blogs - 330 000 users ( portalusers - 676 000) • Newsagency LETA bussinesportalNozare.lvBlogs – 20 000 users • Most popular micro blogs • Twitter – 100 000 registered persons; active users - 20 000

15. SOCIAL MEDIA IN POLAND Nasza-Klasa.pl - Polish social networking service (similar to classmates.com) has 12 million registered users. The service has inspired a lot of new users – middle aged and older, people from small towns and rural areas – previously indifferent to the possibilities offered by the Internet. Facebook is gaining more users very fast and is having right now already more than 8 million users in Poland. Its applications are already integrated on all polish portals and many young users merged already from nk because it is more international.

16. Social Media in Russia • Social networks: • Vkontakte • Facebook • Odnoklassniki • Mail.ru • RuTube • YouTube • Social networks for professional communities: • Professionali.ru • Moi krug • Eshtab.ru • Habrahabr • Turbina • live HH • Blogs • Livejournal • Blogs.Mail.Ru • Blogs.Yandex.ru • Microblogs • Twitter • mblogi.qip.ru • Social news service • News2

17. The Most Popular Social Networks - Russia The most popular Social Networks in Runet (Russian Internet): Odnoklassniki.ru Vkontakte Moi Mir Mail.ru 2%Runet users do not use any social networks at all Number of Runet users in Social Network

18. Case studies

19. Case study – Hungary – Media Union • Client • Media Union – this is a charity organization in Hungary, formed by the biggest media companies (it is similar to the US Ad Council); every year it has a special topic and there is a wide scale public awareness media campaign about that issue. Last year the topic was: social integration of disabled people – Worldcom Partner Probako PR held the campaign • Solution • Probakohad four real disabled participants. The basic idea was to open their everyday life to the public via SM • Probakolaunched a website and 4 FB profiles for our „heroes” – they answered questions, participated in discussions etc. and the whole thing was integrated to campaign website. So their activities could be followed in FB and in paralellat campaign website • Results • The campaign was very well accepted on SM platforms • All pages had thousands of likes (and very significant activity level) • The campaign was awarded in a local advertising festival and Probakoreceived a special award at European level in  Brussels

20. Case study – Czech – D-Link Project • To establish continuous communications between D-Link, customers, distributors and resellers Solution • For B2B communications was launched portal called D-Best with loyalty program, blog, news, discussion forum • Facebook profile with newsand contests • DLinkTVcz YouTube channel with local, dubbed or subtitled videos • Professional blogger to follow blogs, forums, discussions • eTail reviews of products and discussions Results • 1400 registered resellers on D-Best, about 700 are active users • D-Best awarded as best IT PR project on Czech PR Award for 2010 • 1500 fans on Facebook site with average 3 posts a week, 30 active fans weekly • 12 videos with average 500 views • 50+ blogs and forums followed with average 20 posts a week • 82 products reviewed on eTails and following discussions

21. Case study – Czech – D-Link Geocashing – traveling Sid • Real-world outdoor treasure hunting game. • Players try to locate hidden containers – in our case Sid, called geocaches, using GPS-enabled devices and then share their experiences online. • Player should take a picture with Sid and send this picture to our e-mail and we publish it on Facebook page and give to this player a present. • Created a map which shows where Sid hasebeen • Players could share their experiences also on our facebook page.

22. Conclusion

23. Social media in EasternEurope • Facebook is nr. 1 in all EE countries except Hungary, Poland, Latvia and Russia • Only 1mil. users together of Twitter and Facebook in Russia • Blogging is not really popular except Russia, and so Twitter is usually used by few professionals and journalists, for example in Hungary only 11.000 registered on Twitter • Only 2% of Russian users of internet do not use any social network at all, the biggest activity is on blogs • Wide usage of internet and social media in Adriatic countries (ex-Yugoslavia) • Czech is only country in EU where Google is not nr. 1 in search engines (Seznam.cz is the leader) • YouTube is widely used in whole EE, only in Russia is used RuTube.ru • Eastern European public is not used to work with Picasa or MySpace and Flicker, but usage is growing rapidly

24. Contacts Patrik Schober Worldcom Business Development Chair EMEA Phone: +420 224 913 001 patrik.schober@pram.cz

25. Social Media in Southern Europe The online landscape in Italy Diegi Biasi – Business Press May 29th, 2012

26. In Italy today Social Networks reach million users of the Italian online population

27. Growth of social networks Facebook sets apart from competition

28. FacebookMission “Giving people the power to shareand make the world more openand connected”

29. Penetration in the first 10 markets

30. Four major change agents

31. Social toolswin in business

32. Allindustries are social savvy

33. Questions? Diego Biasi diegob@bpress.it +39 02 72585.1 +39 335 6341290

34. Going SocialThe strategic choices for international organisations

35. So what is social media?

36. “Social media is people with a shared interest having conversations online.”

37. These conversations will shape your success • We live in the recommendation generation • Trusted content is at the heart of purchase decisions • Social media has a role in shaping what people say about a brand – online and offline

38. The challenges of online conversations • Social media enables people with shared interests to have conversations online that would otherwise happen offline • These can be related to a wide range of topics from purchase decisions to the quality of a service experience. This raises a number of challenges for global organisations • Each challenge raises a strategic choice

39. Strategic choices for social media

40. The challenges for a global company • Deciding who is authorized to participate in online conversations • Deciding what content is authorized to be shared in online conversations • Contributing in a conversational style rather than just force-feeding company content • Conversing in the language of choice at a local level • Co-ordinating thought leadership with demand generation and service delivery

41. 1. Driven by business imperatives or by tactical initiatives? • Vendors have evolved their approach as social media has evolved • Best practice points to the need for an over-arching strategy that ties social media activity to the achievement of organisational goals • Clear KPIs at an organisational level can be translated into measurement at an activity level • Identifies clear roles for thought-leadership, demand generation and service delivery and how these should be integrated • Enables the delivery of compelling interaction on a global, regional and local level

42. 2. ‘Benevolence’ or commercialism? • At the heart of social networking is Benevolence – the unselfish and kind-hearted behaviour that engenders and promotes recognition and reciprocity, and in doing so, earns the goodwill of those around them. • This is the hub of social networking with a purpose, mission, and a genuine intent to grow communities based on trust, vision, and collaboration • Lessons from other vendors shows that audiences are tiring of a ‘sales only’ content diet and respond positively to an approach which appears to add value without a sales message attached (Kerry@Dell)

43. 3. Monologue or dialogue? ‘Many companies approach social media as a list of technologies to be deployed as needed – a blog here, a podcast there – to achieve a marketing goal’ Forrester • Best practice points to the need to see social media/networks as the opportunity for direct engagement with customers, prospects and influencers • This requires active conversations where company representatives are free to add value to a conversation rather than just deliver a marketing-led monologue • It also requires conversations to be had at a local level to be meaningful to the audience • There are clearly cost implications of doing this right

44. 4. A social enterprise or the responsibility of the few? • Best practice demonstrates that to become a ‘social enterprise’ organisations empower their employees to contribute in social networks • Activity by the masses rather than the few increases the opportunity for enhanced share of voice • Good training and easy to follow social media guidelines minimises the risks • More freedom within clear parameters reduces the need for headcount dedicated to the social media task • Enables appropriate activity at global, regional and local level

45. 5. Controlled or empowered? • Linked to the social enterprise question is whether there are tight approval processes for what is said online • Best practice points to the need for freedom to engage within clearly defined parameters and well understood personal responsibilities • Easier to ‘monitor’ at a regional level

46. 6. Bring people to the brand or go where they already interact? • In the early days of social media experimentation, vendors created blog platforms as an extension of their website and worked hard to attract people to interact there • Increasingly best practice shows that brands are moving to where people already interact – whether it is Facebook, LinkedIn or some other platform • UnileverVIP is a best practice example

47. 7. Structured by the needs of the audience or by the silos in the business? • Best practice shows that social media strategies should match the way people participate in social media • Doing so creates a model for selecting the most appropriate platforms and how to behave • Focuses organisation on the quality of the interaction rather than the frequency of activity • Accentuates the need for appropriate local content

48. 8. Match to local culture and language or adopt a single global flavour? • Vendors have often started with central platform to engage audiences • Best practice shows that this needs to be able to match the needs of local audiences with local content and in local language

49. Why should you care? Use social media to… • Listen • Maintain a dialogue • Build relationships • Promote • Manage reputation • Solve problems • Enhance service delivery • Enhance marketing and PR • Give leadership status • Generate leads • Build trust

50. Social media behaviour