the global social media challenge -...

The Global Social Media Challenge

September 13, 2012

Some Practical Tips for the Travel & Hospitality Industry

Presented by:

Kathleen Bostick VP Travel & Hospitality

What’s so Global About Social Media?

Why Should You Care about Global Social Media?

• Your Social Media is already GLOBAL!

• Your company is focused on generating revenue outside the U.S. You need to think about engaging with your global audience

Social Media is a conversation and you need to speak their language!

• They are talking about you…whether you are listening or NOT!

What is Your Language Strategy?

Most of the 2 Billion Internet Users

• Do not live in the U.S. • Do not speak English as a native language

Which Languages Matter the Most?

Common Sense Advisory Infographic http://ow.ly/i/OGva/original

To Reach 80% of the World’s Total Online Population, You Need at

Least 12 Languages

1. Chinese

2. English

3. Spanish

4. Japanese

5. Portuguese

6. Arabic

7. German

8. Russian

9. French

10. Indonesian

11. Korean

12. Italian

80%

Which Languages Matter the Most?

Common Sense Advisory Infographic http://ow.ly/i/OGva/original

To Address 90% of Global Online Economic Opportunity, You Need

at Least 13 Languages

1. English

2. Japanese

3. German

4. Spanish

5. French

6. Chinese

7. Italian

8. Portuguese

9. Dutch

10. Korean

11. Arabic

12. Russian

13. Swedish

90%

95% of All Wall Posts Are Not Answered by Brands Source: Social Skinny

Impact of Social Media within the T&H Industry

Source: (From Infographic - http://www.tnooz.com/2012/07/02/news/impact-of-social-media-on-the-travel-industry-infographic/)

Sources: WAYN for the World Travel & Tourism Council / Stikky Media / Trip! / Hotelmarketing.com

38% of U.S. Travelers

64% of Non-U.S. Travelers

Use Social Networks While Traveling

Of those, 32% of U.S. and 22% of non-U.S. travelers frequently blog about their experiences

Facebook is #1

a “740 billion minutes per month spent on Facebook”

Global Users

“In a single day, 526 million

people used Facebook”

• If Facebook were a country, it would be the 3rd largest in the world!

• 14% of the world’s population

Users: 900,000,000+ Languages: 70 Launched: 2004

USA:

Brazil:

India:

Indonesia:

Mexico:

156,800,000

48,000,000

46,300,000

42,600,000

33,600,000

Currently Available in 70 Languages with 900,000,000+ Users

Twitter’s Global Growth!

a

…NOT in English

Users: 200,000,000+ Languages: 28 Launched: 2006

USA:

Brazil:

Japan:

UK:

Indonesia:

107,700,000

33,300,000

29,900,000

23,400,000

19,500,000

Currently Available in 28 Languages with 200,000,000+ Users

140 Million Active* Users * Logs in at least

once a month

Tweets per Day (About 40%

from Mobile)

Pinterest – 13 Million + Globally

Source Data: Google AdPlanner

82%

Who Is & Isn’t Pinning?

The vast majority of people on Pinterest are women - females make up 82% of U.S. users

Outside the United States, Pinterest users are often mostly male:

Men make up 57% of users:

United Kingdom

Men make up 79% of users:

Japan

Men make up 74% of users:

France

57% 79% 74%

Pinterest In the U.S., Pinterest Users Are Overwhelmingly Female, While in the U.K., Majority of Users Are Male

83% 44%

17% 56%

U.S. Audience Interests: • Crafts

• Gifts & Special Event Items

• Hobbies & Leisure

• Interior Design

• Fashion Designers & Collections

• Blogging Resources & Services

U.K. Audience Interests: • Venture Capital

• Blogging Resources & Services

• Crafts Design

• Web Stats & Analytics

• SEO & Marketing

• Content Management

• Public Relations

Source: Robin Wauters http://www.socialnetworkingwatch.com/2012/06/world-map-of-social-networks.html

June 2012

Countries: SNS #1 SNS #2 SNS #3

Australia

Austria

Belgium

Brazil

Canada

China

Denmark

Finland

France

Germany

India

Italy

Japan

Netherlands

Norway

Portugal

Sweden

Russia

Spain

United Kingdom

United States

Key Challenges for Global Social Media

• How do you meet the needs of an audience that speaks multiple languages?

• How do you appear responsive when your customer could be in several time zones?

• How do you support differing interests, products, cultures and regulations?

• How do you segment and prioritize your social media efforts?

“Big Companies are Most Successful When They Think Small”

“We wanted to create a Facebook landing page that gave our fans a clear understanding of where some of our

existing regional and country pages are, making the app relevant for our guests who travel globally, as well as those who may only stay at Holiday Inn hotels within

a certain geographical area.”

Charles Yap, Director of Global Brand Communications, Holiday Inn

Source: HotelNewsNow.com

22 Country Facebook Pages

KLM is a Leader in Global Social Media

• Provides Customer Service 24/7 in 5 Languages via Twitter & FB

• English, Dutch, German, Spanish and Japanese

• Over 30 Twitter Pages Globally

Practical Tips to Getting Started Develop Your Strategy – Don’t Try to Do it All

“ Engage. Educate. Excite. Evangelize” - Jeffrey Hayzlette

1. 2. 3. 4. 5.

Find enthusiastic employees or partners to function as your in-country champion

Get input from your in-country resources – which platform (s) makes sense?

Which countries? What activities will you focus on?

• Marketing

• Customer Support

• Research

• Listening

Centralize vs. Decentralized approach

• What can you do centrally and what needs to be local?

• What can you outsource to a partner?

How your Lionbridge Can Help!

Real-time Translation - GeoFluent

Monitor in-country platforms, communities & forums

Route and respond in multiple languages

Translate blogs, campaigns, etc.

Author content in local language

Monitor Reviews/Translate Reviews

Create and manage in-country platforms

Supplement in-house resources

Create customized solutions

WHAT IS YOUR INTERNATIONAL CUSTOMER’S EXPERIENCE?

Kathleen Bostick

@kathleenbostick kathleen.bostick@lionbridge.com

http://www.linkedin.com/in/kathleenbostick

http://pinterest.com/kmbostick/globalsocialmedia

http://blog.lionbridge.com/travel-hospitality/

Thank You