Global Social Media-The Language Factor

Global Social Media –The Language Factor

Presented by Kathleen Bostick Hosted by Siobhan Hanna

Sept. 2010

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Kathleen BostickVice President of Global [email protected]@kathleenbostick

Introductions

Siobhan HannaGlobal Program DirectorSiobhan [email protected]

About Lionbridge

Global Scale4300 employees, 26 countries

• Local Business & Project Management• Global network of 25,000 translators• Content development centers in India,

USA, Finland, and UK

Market LeadershipLeader in $14B services industry

• Creating• Adapting• Translating

-Content for international markets

Global ClientsRecurring relationships with 500+ global clients

• 80% of revenue from recurring clients• 12 of the Fortune 20 companies are clients

Technology + InnovationBest practices and great ideas based on experience• Authoring Assistant, Online Review Tool,

Content Integration and Authoring Tool, Rich Media, Globalization@SourceSM

Webinar Agenda

1 The Global Social Media Landscape

2 What The Fortune Global 500 Are Doing

3 How Businesses Are Using Social Media

4 The Language Challenge

Social media is an umbrella term that defines the various activities that integrate

technology, social interaction, and the construction of words, pictures,

videos and audio.

- Wikipedia

What Is Social Media?

social media is a

conversation

What Is Social Media?

hi what's up?

socialmedia

social media is also your online

reputation

What Is Social Media?

Love her!

He said what?

socialmedia

Without Content there is no need for Social Media• What will you talk about?

Without Social Media, how will anyone find your Content• What’s the point of putting content up if no one knows about it?

It’s important to understand that these go hand in hand as part of

a your Content Marketing Strategy

Content Is King

Video

Social Networks

Online Advertising

Data Visualization

Blogging

Social Media Ecosystem

Most of the 1.96 Billion Internet Users…• Do not live in the U.S.• Do not speak English as a native language

Languages of Internet Users 2010

Same goes for the 100 million people that go online for the first time every year

Source: Internet World Stats, June 2010

Global Landscape of Social Networks

Dec. 2009

Facebook #1 in 8 of top 10 markets

United States Canada Australia Italy Spain United Kingdom France Germany

Other Social Media Networks Russia – V. Kontakte China - QQ

Top 10 Social Networking Markets

Source: Brian Solis Blog – Feb. 2010

Orkut – Brazil

Mixi – Japan

Hi5 - Mexico, Peru, Portugal, Romania, Thailand, Mongolia

Lide - Czech Republic

Maktoob - Libyan Arab Jamahiriya, Oman, Saudi Arabia, Yemen

Cyworld - South Korea

Skyrock - Guadeloupe, Martinique

Nasza-klasa - Poland

Iwiw - Hungary

Friendster - Philippines

Hyves - Netherlands

One - Lithuania

Draugiem - Latvia

Wretch – Taiwan

Zing - Vietnam

Leading Social Networks in Other MarketsIt’s NOT all about Facebook!

Source: Brian Solis Blog – Feb. 2010

China’s Top Four Social Networks

Source: Kai Lukoff, Analyst, Blogger Insight – April 2010

79% of the top 100 use at least one of these social media platformsTwitter, Facebook, YouTube, Corporate Blogs

20% are using all 4 platforms

Top 100 Fortune Global 500 Social Media StudyMost Global Companies Use At Least One Social Media Platform

Source: The Global Social Media Check-up 2010Burson-Marsteller Evidence-Based Communications – March 2010

Sample –Top 100 Fortune Global 500

29 U.S. companies48 European companies

20 Asia-Pacific companies3 Latin American companies

Fortune Global 500 find value in Social Media

70%+ U.S. & Europe companies have Twitter accounts

Only 40% of Asian companies are on Twitter

42% percent of global companies are being tweeted about

Global companies with Twitter accounts have an average of 4.2 accounts each

AT&T, Nokia, KLM and Samsung have at least 15 accounts each

Primary Use• News/Promotional info• Product Info• Customer Service• Research• Job Postings

Source: The Global Social Media Check-up 2010Burson-Marsteller Evidence-Based Communications – March 2010

6 Languages

Twitter is the most popular social media tool

AT&T has Multiple Twitter Accounts

Twitter Statistics – April 2010Twitter on Paper

Companies that offer Twitter pages across multiple countries/languages include:

• BestBuy• Starbucks• KLM• Kodak

60%+ “tweets” are not in English

Next most popular• Japanese - 10% tweets • Brazilian Portuguese

Taking Twitter Global

Twitter International Statistics Percent of Site Traffic

Source: website-monitoring.com April 2010

Community Translation Project Progress To-date

The 2010 World Cup: a Global Conversation

2010 World Cup: a Twitter timeline[image created by @miguelrios]

The World Cup final represented the largest period of sustained activity for an event in Twitter’s history.

During the game’s final 15 minutes, the Tweets Per Second (TPS) jumped to more

than 2,000 TPS.

Spain’s winning goal in the final scored 3,051 TPS!

During the final, people from 172 countries tweeted in

27 different languages. At the moment of the winning goal, people from 81 countries tweeted in

23 different languages.

The 2010 World Cup: a Global Conversation

[image created by @miguelrios]

32,000 followers

17+ separate profiles in-country

Taking Twitter Global

KLM has 17 + Twitter Accounts

Personalized – host

What are they talking about?• Promotions• Customer Service• Relationship building

Taking Twitter Global

KLM has 17 + Twitter Accounts

500+m facebook users with over 50% outside of the U.S. U.S. companies are the most prominent Asian company pages are focused on western stakeholders Average number of fans: 40,000 Surged past Yahoo Feb. 2010 and is now #2 most popular site in U.S. Most companies post company news, product promo & news targeted at consumers Fan pages provide a venue for fans to voice opinionsNew geo-location – Facebook places

Over Half of Top Fortune Global 100

Have facebook Fan Pages

Source: The Global Social Media Check-up 2010Burson-Marsteller Evidence-Based Communications – March 2010

70+ Languages

Facebook’s Top 10 Languages

52% English 15% Spanish 5% - Turkish, French, Indonesian 3.9% Italian

Entertainment/electronics & auto companies are most likely to have channelsThe majority of these companies have updated with video in the last monthSearch engines LOVE video!

U.S. Companies are the Most Likely to Have YouTube

Source: The Global Social Media Check-up 2010Burson-Marsteller Evidence-Based Communications – March 2010

19 countries 12 languages

One-third of the Fortune Global 100 companies have active blogs 83% of European & 77% of Asia-Pacific bloggers posted updates in last month Only 11% of U.S. have posted updates

Blogs Are Most Popular in Asia-Pacific

Source: The Global Social Media Check-up 2010Burson-Marsteller Evidence-Based Communications – March 2010

Multilingual blogs are multiplying, though slowly• Many companies host blogs for different markets• Growth rate is slow compared with Twitter and Facebook• Blogs take a lot more time and effort but payoff in SEO – “trusted”

The Challenge of Multilingual Blogs & Local Content

China Dominates the World of Blogging

Source: Global Webindex – Wave 2

Contribution is Becoming Mainstream

Now We Trust Strangers

09/10/09

Social Media Wheel

China’s Social Media Map

• Photos• Social Networks• Blogs• Microblogs• Videos• Reviews• Games• Music

Global Social Media Platforms May Vary by Country…

… But the same activities are taking place!

Marketing PR, News, Communication, Promotions, Brand Awareness

Customer Service ListeningRecruitingResearchCommunitiesHumanizing

How Global Companies Are Using Social Media

Cisco Uses Social Media to Launch New Product

-This single project, shaved six figures off its launch expenses and set a new precedent for future product launches

-Classified as one of the “Top 5 launches” in company history

-It was a crossing the chasm point as far as the adoption phase of social media and internal acceptance.

LaSandra Bril Sr. Mgr. Global Social MediaCisco

Source: Casey Hibberd, Social Media Examiner, Aug 30, 2010

Customer Support in Social MediaThe Single Best Place to Focus Your Efforts!

“A recent study showed that customers were willing to pay 9% more for social support. “

Paul Dunay, Global Managing Director of Services & Social Marketing

Benefits of Social Support

Reduced customer churn

Increase retention rates faster than any other program we have ever seen before

A Forrester study showed that customers actually prefer a better customer experience compared to everyday low prices, and moreover

Great customer experiences drive positive word of mouth!

Source: Paul Dunay Blog post – May 2010

…they allow companies to engage local markets more cost effectively- by allowing content creators to connect directly and instantly with their communities .

John Yunker, Byte Level Research

Social Media is Changing the Way Companies Communicate Around the World

Where does the content come from?

Do you translate, create new or use a hybrid approach?

How do you determine which content to translate?

How do you get your in-country team members excited about creating local content? What skills are needed?

What about translating local content into other languages?

What kind of quality is acceptable for blog translation? Will readers forgive less than perfect quality? Does Machine Translation provide "understandable" content with no human ….review?

Who moderates the comments on all the blog posts?

Where do you host the blog? Better SEO results in-country

The Language ChallengeBlogs and Communities

Do you create a profile in every country?• How do you manage this?

What is the local etiquette? Who creates localized messages to send? Who listens/monitors the conversation around your brand in different languages?

How do you join the conversation?

The Language Challenge

Multilingual Microblogging – i.e. Twitter

Using Twitter Tools to Translate Tweets

below:

TweetDeck tweetmeme Hootsuite iphone twaitter twanslate twieee twinslater tweetrans twenglish

Develop Your Strategy – Don’t try to do it all.“Engage. Educate. Excite. Evangelize” - Jeffrey Hayzlette

• Find enthusiastic employees 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?

Practical Tips to Get Started Getting Started: B to B Marketing

Make sure your blog is on a platform that can handle multiple languages.Centralize

• Which content has a long shelf life and is relevant to which countries? • What content do you have that can be translated now?• Develop a plan for future blog posts• Implement technology to help manage the translation process

Decentralize• Do you have local SMEs that can write content?• Have your in-country resource manage local content publication schedule• Assign POC to review all in-country comments and respond

Is machine translation (MT) an option for your blog?

This content will help you rank in organic search in-country!

Making your Blog Multilingual

Twitter • Centralize

• Marketing Content – sync with multilingual blog and tweet-translated content

• Marketing Campaigns that are global can be translated ahead of time and scheduled

• Use human or customized machine translation (MT) with post edit for outbound tweets

• Use twitter translation tools to understand tweets• Decentralize

• Original tweets created by in-country resources• Engage locally• Monitor the brand in-country and respond

What About Microblogging?

Two Big challenges

How do you best leverage social media resources from one country?

How do you keep social media messages that are appropriate for just one market?

Blog Post – Nate Elliott, Forrester, Sept. 1, 2010

How does your company manage Social Media across multiple countries?

US dominance will start to wane and international social network ad spending will increase more rapidly.

A global buy. As Facebook and other social sites expand their worldwide presence, they will become more attractive to marketers that want to buy ads across multiple markets.

A survey of brand managers, conducted by Harris Interactive, 43% used Facebook to reach customers in local markets worldwide.

Obstacles identified by brand managers• Difficulty of keeping country specific content fresh• Customizing the same content for multiple markets• Creating scalable campaigns across regions

Why the Future of Social Marketing is Global

Source: eMarketer August 2010

You can buy attention (advertising)

You can beg for attention from the media (PR)

You can bug people one at a time to get attention (sales)

Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.

Blog by David Meerman Scotthttp://www.webinknow.com/2009/12/social-media-marketing-explained-in-61-words.html

Social Media Explained in 61 Words

Social Media ROI

Engagement is the new ROIor another way to look at it is

“Risk Of Ignoring”

Knowledge Center

View Webinars On-Demand

• The Art and Science of Global Navigation• The Best Global Web Sites (and Why)• Mastering Multilingual Marketing

Download White Papers

• Global Social Media Usage and the Language Factor White Paper

• Strengthening Global Brands: Key Steps for Meaningful Communications around the World

• Building a Global Web Strategy: Best Practices for Developing your International Online Brand

www.lionbridge.com

RTTS: IBM and Lionbridge Real-Time Translation Technology Update

Presenter: Kevin PerrySeptember 16, 201012:00 p.m. EST, 6:00 p.m. CET

Mark Your Calendars!

SEPTEMBER

2010

Thank You!

Kathleen [email protected]@kathleenbostick

Siobhan [email protected]

Lionbridgewww.lionbridge.com

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