The Global Social Media Challenge Some Practical Tips for the Travel & Hospitality Industry Presented by: Kathleen Bostick VP Travel & Hospitality September 13, 2012
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? To Reach 80% of the World s Total Online Population, You Need at Least 12 Languages 80% 1. Chinese 5. Portuguese 9. French 2. English 6. Arabic 10. Indonesian 3. Spanish 7. German 11. Korean 4. Japanese 8. Russian 12. Italian Common Sense Advisory Infographic http://ow.ly/i/ogva/original
Which Languages Matter the Most? To Address 90% of Global Online Economic Opportunity, You Need at Least 13 Languages 1. English 5. French 9. Dutch 2. Japanese 6. Chinese 10. Korean 3. German 7. Italian 11. Arabic 4. Spanish 8. Portuguese 12. Russian 90% 13. Swedish Common Sense Advisory Infographic http://ow.ly/i/ogva/original
95% of All Wall Posts Are Not Answered by Brands Source: Social Skinny
Impact of Social Media within the T&H Industry 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 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
Facebook is #1 Users: 900,000,000+ Languages: 70 Launched: 2004 USA: 156,800,000 Brazil: 48,000,000 India: 46,300,000 Indonesia: 42,600,000 Mexico: 33,600,000 740 billion minutes per month spent on Facebook a In a single day, 526 million people used Facebook Global Users If Facebook were a country, it would be the 3 rd largest in the world! 14% of the world s population Currently Available in 70 Languages with 900,000,000+ Users
Twitter s Global Growth! Users: 200,000,000+ Languages: 28 Launched: 2006 USA: Brazil: Japan: UK: 107,700,000 33,300,000 * Logs in at least once a month 29,900,000 23,400,000 Indonesia: 19,500,000 140 Million Active* Users a NOT in English Tweets per Day (About 40% from Mobile) Currently Available in 28 Languages with 200,000,000+ Users
Pinterest 13 Million + Globally Who Is & Isn t Pinning? The vast majority of people on Pinterest are women - females make up 82% of U.S. users 82% Outside the United States, Pinterest users are often mostly male: Men make up 57% of users: Men make up 79% of users: Men make up 74% of users: 57% 79% 74% United Kingdom Source Data: Google AdPlanner Japan France
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
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 Source: Robin Wauters http://www.socialnetworkingwatch.com/2012/06/world-map-of-social-networks.html
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 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? Engage. Educate. Excite. Evangelize - Jeffrey Hayzlette 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?
Thank You Kathleen Bostick @kathleenbostick kathleen.bostick@lionbridge.com http://www.linkedin.com/in/kathleenbostick http://pinterest.com/kmbostick/globalsocialmedia http://blog.lionbridge.com/travel-hospitality/