Friday Jul 26, 2013

Social Listening: China’s Talking, Can You Hear Them?

ChinaHopefully, we’ve come to understand the value of social listening and social monitoring. It’s how we as brands and organizations learn what people are saying about us across the social web, and how we get to know our customers intimately, learning their values and expectations. It’s what allows us to respond in timely, relevant ways, driving new customers, referrals, loyalty, and increased sales.

Naturally, those are the kinds of benefits you’d like to apply to the largest, most socially active and fastest growing market on the planet, right? That would be China. And if you think you can’t listen to what’s being said about you there…you can.

China has the most active social media base plus the biggest Internet, mobile and social media population on the globe. 4 million additional Internet users are added per month, pushing that population to an estimated 800 million in 2015. There are 547 million estimated social users and 420 million estimated mobile web users. Much of the growth is fueled by rural and middle class users, where 97% of the Chinese middle class now owns a smartphone.

Back to the “active” part. A McKinsey report shows 91% of Internet-connected Chinese visited a social site. Compare that to 30% in Japan, 67% in the US, and 70% in South Korea. Social sharing in China went up 60% in 2012. During the 2012 Olympic Games opening ceremony, Twitter recorded almost 10 million related mentions. But China’s Twitter-like micro-blogging network Sina Weibo recorded 119 million. Incitez found that Chinese consumers spend more time (46 minutes a day) on social sites than any other country.

So yeah, it’s big. But does that represent a legit social opportunity for brands? Socially-connected consumer behavior in China isn’t much different from what we see elsewhere. They’re more likely to think about buying a product if it’s mentioned on social, and more likely to buy if a connection recommends it. On average, 66% of Chinese social users follow brands. The averaging user follows 6.7 of them. And yes, brands are well aware; over a thousand already have a presence on Sina Weibo.

And don’t forget that “active” part. An oral care product that executed a campaign on Chinese location-based network Jiepang gained over 846,000 branded user generated posts, creating 2.54 million earned media impressions…for $60k US. Monthly sales increased 23% during the campaign. Put that in your social ROI folder.

So if the opportunities are huge, and the social users there are highly active, how will you listen across social in China to surface those opportunities? The answer is powerful social listening technology that spans global languages and social sites. Oracle's Social Engagement & Monitoring (SE&M) product, part of the overall Social Relationship Management (SRM) platform, now lets you listen in Simplified Chinese, Portuguese and Spanish, with support and planned support for Chinese social networks/sources, and Latin America's Reclame Aqui and Vostu social networks. It’s the only product you’ll find with Latent Semantic Analysis (LSA) in multiple languages. LSA lets you identify messages you want to see, filer irrelevant posts, and get a clear picture of the social content you’re examining. That way, you can spot and do something about the messages that matter.

SE&M also gives you a deeper look into a conversation, like consumer interest, intent or psychographics. If you’re multinational or based in the Chinese and Latin American markets, that’s potential gold. Of course, the whole SRM offers a fully translated user interface in 31 languages, now including Chinese, Portuguese and Spanish. We’re global that way. And even more listening languages are on the way to help you mine fans and leads.

For a good first step, how about a few infographics on getting started with social relationship management? Pick a language.

English
Spanish
Brazilian Portuguese
Portuguese

In her recent presentation at Oracle OpenWorld Shanghai, VP Development, Oracle Social Cloud Meg Bear pointed out how crucial it is for global brands to connect, listen, learn and engage with China, home to over half the world’s top 15 social networks. Eyes and ears are turning to digital places like Tencent Weibo, Sina Weibo, Renren, Qzone, and fast-growing mobile messaging platform WeChat.

The volume of potential data is significant. And just like Americans, the Chinese fully expect you as brands to listen to that data, understand their needs, and deliver stellar user experiences in return.

@mikestiles
Photo: stock.xchng

Friday May 31, 2013

Oracle Speaks the Languages of Social Marketing

world jigsawA few blog posts back, we looked at how social is a planet-spanning phenomenon, as well as a global social marketing opportunity. But only for those who understand social is the way to talk to the world, that value and relevancy is key no matter the target location, and that your social management tools must be able to play ball globally, and at scale.

Oracle Sr. Product Manager Christian Rauh brings us the good news that if you’re under the Oracle Social Relationship Management wing, your ability to build those critical, one-on-one fan relationships, no matter what the language or culture, just got even better.

Christian says, “Why should a German channel manager have to also be fluent in English just so they can fully understand and use their social marketing, listening, engagement and analytics platform? Our Social Cloud SRM now lets marketers get the maximum advantage out of our platform, no matter where they are on the planet. A Community Manager in Brazil can log in and be presented with a Portuguese user interface across every social component. Users in Japan can review their analytics in a Japanese environment. The need to get help from English speakers to perform tasks in the SRM is ebbing away.”


There you have it in all its common sense simplicity. You should be able to experience the Oracle Social Relationship Management platform in your native language so you can hire the best person for the CM job (even if they don’t speak English), work efficiently, get everything the platform has to offer, and communicate with fans and followers taking every cultural nuance and interpretation into account. And since you should be able to, with Oracle, you can.

srmlang2
Go ahead, pick your SRM interface language. There are 30 of them.

  • Bulgarian
  • Chinese (simplified)
  • Chinese (traditional)
  • Croatian
  • Czech
  • Danish
  • Dutch
  • English
  • Estonian
  • Finnish
  • French
  • French (Canada)
  • German
  • Greek
  • Hungarian
  • Italian
  • Japanese
  • Korean
  • Latvian
  • Lithuanian
  • Norwegian
  • Polish
  • Portuguese
  • Romanian
  • Serbian (Latin chars)
  • Slovenian
  • Spanish
  • Swedish
  • Turkish
  • Ukrainian

Even if you don’t see your language on that list, the Oracle SRM can still read and write in any UTF-8 supported characters. These are the languages in which the interface itself is available. This is also welcome news if you’re a brand based in an English speaking country but with varied social channels globally. Not only can your team use the platform in the language of their choice, your management of that team then becomes imminently easier and more efficient.

Le Social est pour le monde entier.

@mikestiles
Photo: stock.xchng


Thursday May 16, 2013

グローバル・ソーシャル・マーケティング: 多様性への対応

Special Thanks to Kazuma Tamura

international flagsマーケティング担当者の中には、自分の周辺で起きていることの管理に追われ、世界的な業務展開のあり方になかなか目が届かない人たちもいます。ソーシャルは11の私的な関係を築くものでもありますが、同時に世界的な現象でもあります。つまり、グローバル・ソーシャル・マーケティングがもたらすチャンスはとても重要だということです。

ご存知のように、世界はどんどん小さくなってきており、ビジネスと経済はますますグローバル化しています。またブランドの影響力は地域の壁を超え、魅力的な収益チャンスのある新興市場にも拡大しつつあります。そのため、ソーシャル面でのグローバルな取り組みは、企業の広告、調査、分析、戦略に大きな意味を持つようになり、今や顧客サービスもその一部となっています。

しかし、具体的にはどのような取り組みを指すのでしょうか。

まず、ソーシャルが世界と対話する手段であることを理解する必要があります。こちらのインフォグラフィックには現状がよく表されており、次のような興味深い事実が示されています。

  • 2012年には、全世界のインターネット・ユーザーの50%がソーシャル・ネットワークにサインインしている。
  • 世界でもっともFacebookユーザーが多い都市はバンコクで、ジャカルタ、サンパウロ、イスタンブール、メキシコシティがそれに続く。
  • YouTubeトラフィックの70%は米国外からのものである。またYouTubeは世界43か国で60言語にローカライズされている。
  • Twitter使用の世界トップ3は、米国、ブラジル、日本である。また同プラットフォームで英語の次に多く使用されている言語は日本語である。
  • Google Plusが多く使用されている国は、米国、インド、ブラジル、英国、カナダである。
  • LinkedInがもっとも急激に成長している国はインドネシアであり、その成長率は111%である。
  • 2011年から2012年までに、シンガポールではInstagramの市場シェアが8,121%伸びている。
  • Taggedは世界最大のソーシャル検索ネットワークであり、メンバー数は33,000万人である。Taggedは、世界220か国、18言語で利用できる。

Facebookユーザーの約80%は米国とカナダ以外のユーザーであり、Twitterのユーザーベースの約70%は米国以外の国なのです。国際化に対応できない企業は、市場に存在するチャンスや顧客の多くを逃してしまうでしょう。

第二に、自社のキャンペーンのターゲットとしてどの市場が適切かを判断することが重要です。自社のサービスがどの地域でも通用するとはかぎりません。仮に通用するとしても、各地域でどのソーシャル・プラットフォームが好まれるかを把握しなければ、目的はうまく果たせないでしょう。GlobalWebIndexOneの調査によると、世界でもっとも高い成長率を示しているのはTwitter40%)で、特に急速な成長が見られるのは香港だとのことです。ただし日本では、世界で唯一、FacebookよりもTwitterの方が人気があります。また中国では、Facebookは利用できません。ロシアでは、自国製のソーシャル・プラットフォームのほうが好まれていますし、英国では、Pinterestのユーザーが女性よりも男性に多いというのも意外な事実です。これらのことからわかるように、1つのネットワークですべての地域に対応することはきわめて困難なのです。

第三に、マーケティング・メッセージ���決める際には、単に各国の言語を理解するだけでなく、それぞれの文化や、メッセージの受け取り方の違いまで理解することが重要です。W3Techs.comの調査によると、Webコンテンツの54.9%は英語で記述されており、2位のドイツ語(6.4%)を大きく引き離しています。これを見ると、多言語化の重要性にやや疑問が生じるかもしれません。しかし、Mashableのエキスパートたちによると、英語以外の言語ではキーワード・ランキングの競争率が英語よりもはるかに低いため、検索ランキングでランクを上げるには多言語展開のほうが有利な場合があるということなのです。また、世界のインターネット・ユーザーの大部分は、英語を第一言語としないユーザーなのです。

4つ目の重要な取り組みは、ソーシャル管理ツールを通じて、各地域のユーザーのソーシャル行動の違いを監視、調査することです。ForresterGlobal Social Media Adoptionによると、中国とインドでは、インターネットを使用する成人の少なくとも4分の3"作成者"であるとされています。つまり、これらのユーザーは実際にコンテンツを作成しているということです。この割合は米国では24%に過ぎず、欧米各国のユーザーの多くが"閲覧者"であることを示しています。また各国内でも言語や文化はさまざまであり、企業のメッセージに対する受け止め方や反応は地域ごとに異なります。一貫した法則として唯一言えることは、コンテンツが真に価値あるものでなければならないということです。

既存の市場は今後もソーシャルへの対応を強めていくでしょう。また新興市場も急速にソーシャル化に向かっています。そしてその背景には、モバイルでのソーシャル利用の増加という傾向があります。グローバル・ソーシャル・マーケティングとは、人的側面と技術的側面の両方から対応を求められる取り組みです。人的側面では文化に適応したメッセージを生み出し、技術的側面からはソーシャル・キャンペーンのグローバルな管理に努めることが必要なのです。世界が小さくなりつつある今こそ、地域をまたいだ対話のノウハウをソーシャルを通じて学ぶべきときだと言えるでしょう。

@mikestiles
Photo: stock.xchng

Friday May 03, 2013

Global Social Marketing: Vive la Difference

international flagsThere are those who struggle to control what happens at their own desk, much less oversee an operation that spans the entire planet.  But even though social is about intimate, one-to-one relationships, it’s also a truly global phenomenon and thus, a global social marketing opportunity.

Yes, the world is getting smaller. Business and economies grow increasingly globalized. And brands are reaching across borders into emerging markets where tempting profits await. So global social efforts to publish, listen, analyze, strategize, and wow with customer service must be a part of that.

Now…how do you do it?

First, grasp that social is the way to talk to the world. This infographic is a nice snapshot of where things stand. Fun facts include:

  • In 2012, 50% of worldwide Internet users signed into a social network.
  • Bangkok has more Facebook users than any other city, followed by Jakarta, Sao Paulo, Istanbul and Mexico City.
  • 70% of YouTube traffic comes from outside the US. YouTube is localized in 43 countries and across 60 languages.
  • The top 3 countries for Twitter are the US, Brazil and Japan. Japanese is the 2nd most used language after English on the platform.
  • The top countries for Google Plus are the US, India, Brazil, UK and Canada.
  • LinkedIn is experiencing the most growth in Indonesia at 111%.
  • From 2011 to 2012, Instagram’s share of the market grew 8,121% in Singapore.
  • Tagged is the largest social discovery network in the world with 330 million members. It’s available in 220 countries in 18 languages.

About 80% of Facebook’s users are outside the US and Canada, and roughly 70% of Twitter’s user base in non-US. If you’re not international, that’s a lot of cards and customers to leave on the table.

Second, decide if a market is appropriate for your campaign. What you offer won’t make sense everywhere. Even if it does, know what social platforms each region prefers. GlobalWebIndexOne says Twitter tops global growth at 40%, the fastest growth coming from Hong Kong. Japan is the only place where Twitter is more popular than Facebook. You can’t do Facebook in China. Russia prefers its homegrown social platforms. In the UK, males outnumber females on Pinterest! One network just won’t fit all.

Third, frame your message with an understanding not just of the language, but of the culture and how that message will be perceived. A W3Techs.com survey shows English makes up 54.9% of web content, with German a distant 2nd at 6.4%. Does that warrant going multilingual? Experts at Mashable say for one thing, the competition for keywords isn’t nearly as high for non-English, so international search rankings might be an easier lift. For another thing, most global Internet users don’t speak English as a first language.

Fourth, learn via your monitoring and listening social management tool that users in different regions behave differently on social. Forrester's Global Social Media Adoption shows at least 3/4 of online adults in China and India are “creators,” meaning they tend to actually make content. Only 24% of users in the US do that because we, and most of the west, are “spectators.” Even within countries, there’s a melting pot of languages and cultures all processing and acting on your message through their own filters. The only consistent rule of thumb…the content must be of real value.

Established markets continue to grow in social adoption. Emerging markets are rapidly embracing it. Right behind that will be more love for social on mobile. Yes, global social marketing is an imposing human and technological task. Human for the need to craft messages to cultures, technological for the ability to manage social campaigns globally at scale. But it’s a small world now, so it’s time to learn to talk to each other on social.

@mikestiles
Photo: stock.xchng

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