the global social media challenge -...
TRANSCRIPT
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 [email protected]
http://www.linkedin.com/in/kathleenbostick
http://pinterest.com/kmbostick/globalsocialmedia
http://blog.lionbridge.com/travel-hospitality/
Thank You