The document discusses key trends shaping the global social media landscape for brands. It identifies changing consumer behaviors, the changing media system, and changing perception management as the three major definers of the landscape. Brands are adapting by increasing their presence across major social media platforms like Facebook, Twitter, and YouTube. Regional differences in social media usage and best practices are also examined. Emerging trends discussed include the rise of curation, micro-volunteering, gamification, social career management, mobile health, social change campaigns, data visualization, social commerce, and group messaging.

1. THE
GLOBAL LANDSCAPE
FOR BRANDS

3. SOCIAL
MEDIA
= SEX
• It‘s so normal, but we can‘t stop buzzing about it
• You can‘t really understand it unless you do it

4. What we discuss today

5. 1.
TODAY‘S
COMMUNICATION
LANDSCAPE

6. Three major landscape definers
1. Changing
Consumer
Behaviours
3. The new
2. Changing
Perception
Media
Management
System
System

7. We are social – we like to share

8. Sharing has become the driving online force

9. People all around the world like to share

10. Social Media is a social mass medium
Source: http://www.socialbakers.com/countries/continents/

11. But it‘s not only Facebook & Twitter

12. We‘re all going mobile – Is your Brand ready?
Source: Google 2011: http://www.howtogomo.com/en/#reasons-mobile-matters

13. APAC & LATAM lead Mobile Web Adoption
Source: http://www.slideshare.net/Tomtrendstream/wave-5-trends-master-august-2011-slideshare-version

14. Realtime & Microblogs foster „curation“ behaviour
Source: http://www.slideshare.net/Tomtrendstream/wave-5-trends-master-august-2011-slideshare-version

15. Three major landscape definers
1. Changing
Consumer
Behaviours
3. The new
2. Changing
Perception
Media
Management
System
System

16. Tradional Media is embracing Social Media

17. The new journalists are embracing Social Media
“I routinely track down potential
interviews by sending out a
Tweet. Most recently, we came
across a number of Toyota car
owners who fell under the recent
recalls.”
(Chris O‘Conell – ABC News Anchor / Reporter)
Source: toprankblog.com

18. Journalists are Super-Googlers
„I begin every day at search engine.
It doesn‘t matter what story I‘m
working on, it always starts with a
search.“
(Jason DeRusha, CBS TV News Reporter)
Source: toprankblog.com

19. For today‘s journalists multiple ways lead to a story
Search Recommendation Follow

20. It‘s the Link Economy - Stupid

21. Personal recommendations hit the frontpage

22. It‘s the News – not the Newsstand

23. Three major landscape definers
1. Changing
Consumer
Behaviours
3. The new
2. Changing
Perception
Media
Management
System
System

24. Both, Social & Massmedia define how stories develop
Source: http://www.slideshare.net/360digitalinfluence/ogilvy-on-social-media-for-crisis-management

25. This is your reputation dashboard

26. 2.
HOW BRANDS ADAPT
TO THE NEW
LANDSCAPE

27. One-Quarter of global companies are active on 4 Platforms
Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011

28. Global Companies love Twitter
Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011

30. Key Take-Aways Asia-Pacific
Strongest growth rate Average Number of Followers per Corporate Twitter Account
Global + local
audiences (Platforms)
Low engagement
levels
Video: big unmet
opportunity Percent of Companies with YouTube Channels
Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011

31. Best Practices Asia-Pacific
LG Mobile‘s global Facebook page is Toyota after its recall-crisis started
used to communicate news about leveraging online conversations
latest products and answer across al social channels. They set up
an aggregated social pulse of their
customer enquiries.
brand online.

33. Key Take-Aways EMEA
Focus on engagement Percent of Accounts using @replies on Twitter
growth
Not growing and
scaling
Focus on policy and
professionalization
Companies struggle Number of views per YouTube Channel
with Video 1'856'364
680'747 715'951
255'002
Global Asia Europe U.S.
Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011

34. Best Practices from EMEA
BNP Paribas has a Facebook page @TelekomHilft and
that is dedicated to a recruitment @deutschetelekom are
game that targets college students. providing excellent customer
service and are very responsive
to their followers

36. Key Take-Aways Americas
Growing presence Number of Accounts per Company
through scaling &
localization /
specialization
Big engagement
growth
US companies lead Percent of Pages responding to Likers Posts
engagement on
facebook
Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011

37. Best Practices from the US
GE has a very broad set of specialized
Chevron engages stakeholders around
social media channels for specific topics
questions and issues on sustainable
and discussions
energy. Their main questions is: what can
we agree on?

39. Key Take-Aways LATAM
Few companies Percent of Companies with Twitter Acccounts
engage on social
media. Big market
differences
Those who do, are
very active
LATAM companies Followers per Twitter Account
favour facebook over
twitter, Orkut is in
steep decline
Source: Burson-Marsteller Latin America Social Media Study 2010

40. Best Practices from Latin America
About half of Pemex’s Twitter posts are
Petrobras offers two Facebook apps, a
responses to stakeholders, including
racing game and a sticker book related to
answering their questions and
the Brazilian biodiversity
clarifying misstatements.

41. Making mistakes is part of the learning curve

42. Corporate Social Media Challenges: ROI

43. Corporate Social Media Challenges: Integration

44. What does it take to become a social media ready company?

45. You have to know how to get there
8. Measure & adapt
2. Identify Opportunities
7. Roll
out
1. Listen 3. Mitigate Risks
6.
training
4. Define
Objectives & KPIs
5. Organize for success

46. Aknowledge that Social Media will change the whole organization
INVESTOR
RELATIONS HR
CUSTOMER
SERVICE
PARTNER-
SHIPS
PUBLIC
AFFAIRS COMMUNICATIONS
MARKETING
STRATEGY
CSR
MEDIA-
RELATIONS
ADVERTISING
INNOVATION

47. 3.
10 TRENDS
YOU SHOULD
NOT MISS

48. The rise of Curation as the new Thought Leadership

49. Micro Volunteering & Crowdsourcing

50. Gamification

51. Social Career Management

52. Mobile Health

53. Social change is live on air – Homeland Security is watching

54. Making sense of Data – Data Visualization

55. Social Commerce

56. Group Messaging

57. Everything will be social

58. THANK YOU
I like to connect @danieljoerg