social media and how it’s impacting pacific rim consumers

Social Media and How It’s Impacting Pacific Rim

Consumers

Derek Edmond • Managing Partner • @DerekEdmond@KoMarketing Search • Social • Content

Derek Edmond

Managing Partner • @DerekEdmond

@KoMarketing – Online Marketing

Search • Social • Content

Boston, MA


Global Digital Snapshot: Year on Year Growth

• +3.18B active users online (+7.6% users online or +225 million)

• +2.21B active social media profiles (+8.7% social media adoption or +176 million)

• +3.73B unique mobile users (+3.4% growth in unique mobile users or +124 million)

• +1.93B active social media profiles accessing via mobile device (+23% growth in active social media profiles with access via mobile device or +365 million)


Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

Fast Facts: The Americas• 14% of the population, 21% of internet

users, 23% of active social media accounts, and 15% of the mobile connections

• +634 million users with internet access

• Social Media: 59% North America, 39% Central America, 49% South America+480 million active social media accounts

• Social / Mobile: 51% North America, 34% Central America, 41% South America +400 million active social media accounts on mobile

• Mobile Connection Penetration: 100% North America, 91% Central America, 125% South America



Fast Facts: Asia Pacific• 32% of the population, 44% of internet

users, 35% of active social media accounts, and 33% of the mobile connections

• +1.36 billion users with internet access

• Social Media: 43% East Asia, 34% Southeast Asia, 45% Oceania +907 million active social media accounts

• Social / Mobile: 35% East Asia, 29% Southeast Asia, 40% Oceania +746 million active social media accounts on mobile

• Mobile Connection Penetration: 97% East Asia, 119% Southeast Asia, 108% Oceania



Top Social Media Platforms (by Active Users)• Facebook (1.49B) / Facebook Messenger (700M or 40% growth since

beginning of 2015)• QQ (832M)• WhatsApp (800M or 33% growth since the beginning of 2015)• QZone (668M)• WeChat (549M)• Twitter (316M)• Skype (300M)• Instagram (300M)• Baidu Tieba (300M)• Google+ (300M - down 10% since beginning of 2015)• Viber (249M)• Tumblr (230M)• Others: Line (205), Snapchat (200), Sina Weibo (176), Vkontakte (100),

LinkedIn (97)



Social Media Insights (Australia)

Top Social Media Platforms• Facebook (40%) / Facebook

Messenger (18%)• Twitter (14%)• Google+ (13%)• Skype (12%)• Pinterest (10%)• Instagram (10%)

+13.8M Active Social Media Users (58%)+12.4M Social Media Users via Mobile Device (52%)


Source: Global Web Index & We Are Social

Social Media Insights (China)

Top Social Media Platforms• WeChat (31%)• Sina Weibo (26%)• QQ / Qzone (25%)• Tencent Weibo (21%)• Youku Tudou (19%)• Facebook (9%)

+629M Active Social Media Users (46%)+506M Social Media Users via Mobile Device (37%)



Social Media Insights (Japan)

Top Social Media Platforms• Twitter (16%)• Facebook (13%)• Mixi (4%)• Line (3%)• Google+ & Skype (2%)




Social Media Insights (Philippines)


Messenger (20%)• Skype (17%)• Google+ & Twitter (13%)• Viber (12%)




Social Media Insights (South Korea)

Top Social Media Platforms• Kakao Talk (38%)• Facebook (26%) / Facebook

Messenger (16%)• Twitter (13%)• Line (9%)• Google+ (8%)




Social Media Insights (Canada)


Messenger (19%)• Twitter (23%)• Pinterest (16%)• Google+ (15%)• Skype (13%)




Social Media Insights (Mexico)

Top Social Media Platforms• WhatsApp (28%)• Facebook (26%) / Facebook

Messenger (24%)• Google+ (17%)• Twitter (15%)• Skype (14%)




Social Media Insights (Chili & Columbia)

Chili+10.6M Active Social Media Users (61%)+8.6M Social Media Users via Mobile Device (50%)

Columbia+22M Active Social Media Users (48%)+15.6M Social Media Users via Mobile Device (34%)


Source: Statistica, Global Web Index & We Are Social

Social Media Insights (The United States)


Messenger (20%)• Twitter (19%)• Pinterest (17%)• Google+ (14%)• Instagram (13%)• LinkedIn (11%)




WeChat: Key Observations


WeChat began as an instant messaging app before morphing into a fully-fledged, integrated social networking platform.

• +549 Million Users / #1 Social Platform in China• Users can communicate via instant messaging, written text,

video/audio calls, sound recordings or video clips.• Two Types of “Official Accounts”

– Service Accounts: provides services to enable your users to buy goods online, or even integrated ecommerce. Messages can only be sent once a week.

– Subscription Accounts: provides information such as coupons, promotions, news, and relevant contents. Communicate followers much more frequently – once a day.

• QR codes are a easy way for people to find you and follow the official account. Publish QR codes on websites, social media profiles, company newsletters, packaging or event locations.

Sources: Statistica. We Are Social, Expanded Ramblings, Technode

WhatsApp: Key Observations


WhatsApp has over 800M users or 33% growth since the beginning of the 2015.

• As of January 2015, 30 billion messages were getting sent and received on WhatsApp daily

• WhatsApp introduced “broadcasting” in late 2013 - users can send messages to a group of people at once, without revealing the recipients to one another.

– WhatsApp places limitations on the setup of Broadcast Lists: each list is typically no more than 250 contacts

• Average amount of time spent by users on WhatsApp at a weekly basis is 195 minutes, checking the app approximately 23 times per day.

• WhatsApp is responsible for 27% of selfies shared on social media.

Sources: Statistica. We Are Social, Practical E-Commerce

Twitter: Key Observations


Research conducted by E-Tailing Group among omni-channel retailers shows that 79% were committed to Twitter publishing in 2014.

• +316 Million active users and +1 Billion accounts created• +230 Million monthly international Twitter users• 80% of active users are on mobile and in aggregate Twitter users

send +500 million tweets per day.• Roughly 30% of Twitter’s advertising revenue comes from

advertisers outside the US (+$300 million)• Advertising opportunities:

– Engagement campaigns & network development– Application installations– Product campaigns (for US audiences only)

• Access to Twitter is currently blocked in North Korea, China, and Iran.

Sources: Statistica. Social Media Examiner, Twitter, We Are Social

Facebook: Key Observations


Facebook, Facebook Messenger, Instagram, and WhatsApp’s combined audience covers over 3.3 Billion active users.

• Approximately 83.1% of our daily active users are outside the US and Canada

• +1.3 billion mobile monthly active users as of June 30, 2015• +500 million access Facebook solely from their mobile devices

(up 78% year over year).• Mobile ad revenue now accounts for 76% of Facebook's

advertising revenue and 72% of total revenue.• 93% of advertisers surveyed by Social Media Examiner indicated

they use Facebook as a marketing channel– Despite all this, 54% of worldwide advertisers are at least uncertain on

the effectiveness of Facebook as a fee based marketing channel; 19% disagree that it is effective entirely

• More than 400 million people also use Instagram every month

Sources: Statistica. Social Media Examiner, Facebook Newsroom

Additional Notes on Popular Social Networks:


• QQ: An Instant Messaging Tool: Monthly active users via smart devices using QQ was 576 million, an increase of 33% YoY.

– Corporate QQ IM account can have a maximum of 10,000 friends - used for CRM, customer services and marketing

• Baidu Tieba (Forum Community): now the largest online community in Chinese. It has +1 billion registered users with close to 8.2 million topic boards and over 200 million average monthly active users.

• Weibo (Micro-Blogging Platform): Weibo is a very ‘open’ social network and potentially the most effective for marketers. Users can see posts from anyone.

– Resources: Weibo Trend: http://data.weibo.com/index/hotword, Weibo Report: http://data.weibo.com/report, & Weibo Insights: http://data.weibo.com/mydata

• LinkedIn: Half of LinkedIn’s visitors access the site via mobile device & over 40,000 users apply for jobs daily

Sources: Statistica. We Are Social, Expanded Ramblings, Technode, LinkedIn

http://data.weibo.com/index/hotword

http://data.weibo.com/index/hotword

http://data.weibo.com/report

http://data.weibo.com/report

http://data.weibo.com/mydata

http://data.weibo.com/mydata

Social Media Resources:


• HootSuite (https://hootsuite.com/) – Manage social networks, schedule messages, engage your audiences

• Buzzsumo (http://buzzsumo.com/) – Analyze what content performs best in social media for any topic or competitor

• China Internet Watch (http://www.chinainternetwatch.com/) – Chinese social media, mobile and SEO insights

• Baidu Index (http://index.baidu.com/) - Trends in Baidu’s search engine index (keyword popularity, trending topics, etc)

• Facebook Insights / LinkedIn Analytics / Twitter Analytics – Free marketing resources from social media platforms for analyzing communication performance and networks

• Contaxio (http://contax.io/) / FollowerWonk (https://moz.com/followerwonk/) – Twitter network management resources

https://hootsuite.com/

https://hootsuite.com/

http://buzzsumo.com/

http://buzzsumo.com/

http://www.chinainternetwatch.com/

http://www.chinainternetwatch.com/

http://index.baidu.com/

http://contax.io/

http://contax.io/

https://moz.com/followerwonk/

Marketing Resources:


• We Are Social: Follow their SlideShare account for regular updates on online marketing trends across regions and worldwide

– http://www.slideshare.net/wearesocialsg – https://twitter.com/wearesocial

• Salesforce: Every year they release a new “State of Marketing” report covering B2B and B2C marketing trends

– https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp– https://twitter.com/salesforce

• Google Webmaster Resources: Stay up to date with the latest information and resources from Google, across website-specific topics of interest.

– https://support.google.com/webmasters/topic/6001981– https://twitter.com/googlewmc

• KoMarketing: http://www.komarketingassociates.com/ and https://twitter.com/komarketing

https://twitter.com/wearesocial





https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

https://twitter.com/salesforce

https://twitter.com/salesforce

https://support.google.com/webmasters/topic/6001981

https://support.google.com/webmasters/topic/6001981

https://twitter.com/googlewmc

https://twitter.com/googlewmc

http://www.komarketingassociates.com/

http://www.komarketingassociates.com/

https://twitter.com/komarketing

https://twitter.com/komarketing

Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing

Thank You!

Cover Slide Photo Source: http://www.nativevml.com/