On Tuesday morning Kaizo and two of its European partners from the Worldcom Public Relations Group ran a breakfast seminar on international social media. The aim was to provide attendees with insights into social media trends across different countries in Eastern and Southern Europe and offer advice on how to begin developing an international social media strategy. http://www.kaizo.co.uk/

1. International social media
An EMEA and global perspective

2. Social media in Eastern Europe
May, 2012
Patrik Schober

3. The Worldcom PR Group
 The Worldcom Public Relations Group is the world's leading network of
independently owned public relations firms.
 Established in 1988, over 24 years in the market
 Professional independent public relations firms serve national, international and
multi-national clients while retaining the flexibility and client-service focus
 Worldcom clients have on-demand access to PR experts who understand the
local language, culture and customs
 The Worldcom Public Relations Group has 120 offices in 97 cities in 42 countries on
six continents with more than 2,000 employees and a revenue of more than US $300
million in 2011
 The Worldcom Group EMEA consists of 36 agencies with 594 staff members with US
$ 80 million of combined agency billings in 2011

4. The Worldcom PR Group
Areas of Expertise

5. Optimizing Resources and Organizations
Workflow flexibility optimized for your business
 Avoiding bureaucracy and process redundancies increases ROI and effectiveness
 Worldcom allows you to develop a one to one local relation or a lead agency model
relations
 Delivering your PR program in Europe must allow synergies, time optimization
without losing local flavour and communication opportunities
 Worldcom independent structure allows flexibility to adapt to your own structure

6. References
More than 1,100 companies belonging to all types of industry are served by EMEA
offices. Some of our current clients are:

7. Cultural differences and Media Usage in
Eastern Europe

8. Cross Cultural Business behaviour
100%
90%
80%
70% US
60%
50% UK
40%
30% Germany
20%
10% France
0%
Denmark
Russia
Turkey

9. Media usage in Eastern Europe
 Printed dailies are very popular in most EE countries – almost 90% of adult population in these
countries read some daily and listen to radio
 Looking at market trend data the percentage of E. Europeans reading newspapers is actually
down 3% since 2008 and has decreased 8% since 2004
 News reading is moving online with 56% of E. European internet users visiting news websites
 Great difference between circulation of national newspapers in different countries – differ on
size of market – Russia: Argumenty i Fakty – cisrculation 2,7mil. Latvia: Diena – circulation
31.000pc
 54% of E. Europeans are online vs. 79,6% of Americans but 76% of Eastern European users have
broadband vs. 60% of Americans
 Most of E-publishing houses are in ownership of international companies like Axel Springer,
IDG, Burda, Bauer, etc.
 Hungary is nr. 3 in the World in watching TV – 260minutes/day/person, 80 TV channels in
Hungarian

10. Social media in Eastern Europe

11. The most popular networks in Croatia
Social
networks
Microblogs Blog
Facebook
(1,000.000 users)
Twitter
Iskrica
Blog.hr
Zrikka (350,000 users)
Bloger.hr
Flickr
Trosjed
Mojblog.hr
(100,000 users)
Qherc.hr
Tulumarka
BigBlog.hr
(52,000 users)
B2
(24,000 users)

12. Most popular social networks – Czech Republic
 Social networks: Facebook.com, lide.cz, Spoluzaci.cz, Libimseti.cz
 Blogs, microblogs: blog.cz
 Multimedia shared networks: YouTube, Flickr, Picasa, Rajce.cz, Stream.cz
 Flagging: Linkuj, jagg, Digg, Delicious
 ... Wikipedia, Second Life, discussion ...

13. Most popular social networks - Hungary
MyVip
acebook  Popular mainly among teenagers
 2.700.000 (non-audited data)
,96 million active users
 message board: yes
aturation in total population is 39,65%  applications, games: yes (dating apps mostly)
 groups for brands
aturation in online population is 86,2%
2% women; 48% men
Twitter
 registered users in Hungary: 11.000
8-44-year-old age group is the biggest: 67% of total
users  Popular mainly among 25-34 aged people but more and more
teenagers register
wiw Tumblr
 Popular mainly among 25-34 aged people
egistered users: 4.500.000
 allows to share content to non-registered users: yes
opular mainly among middle-aged people
essage board: yes

14. Most popular social networks - Latvia
Most popular social networks
 Draugiem.lv – 1 200 000 registered persons; active users - 672 811
 One.lv - 910 000 registered; active users – 330 000
 Facebook – 350 280 registered persons
Most popular blogs
 The leading news portal DELFI Blogs - 330 000 users ( portal users - 676 000)
 News agency LETA bussines portal Nozare.lv Blogs – 20 000 users
Most popular micro blogs
 Twitter – 100 000 registered persons; active users - 20 000

15. SOCIAL MEDIA IN POLAND
TOP FIVE of the most popular social media in Poland
No. Service name Real users Page views
1 nasza-klasa.pl 12 057 100
2 facebook.com 8 074 148
3 gazeta.pl (community) 5 911 075 342 351 720
4 wp.pl (community) 4 719 710 44 864 469
5 onet.pl (community) 4 658 815 65 985 544
Nasza-Klasa.pl - Polish social networking service
(similar to classmates.com) has 12 million Facebook is gaining more users very fast and is
registered users. The service has inspired a having right now already more than 8 million
lot of new users – middle aged and older, users in Poland. Its applications are already
people from small towns and rural areas – integrated on all polish portals and many young
previously indifferent to the possibilities users merged already from nk because it is
offered by the Internet. more international.

16. Social Media in Russia
Social networks:
 Vkontakte
 Facebook
 Odnoklassniki
 Mail.ru
 RuTube Blogs
 YouTube  Livejournal
 Blogs.Mail.Ru
 Blogs.Yandex.ru
Social networks for
professional Microblogs
communities:
 Twitter
 Professionali.ru
 mblogi.qip.ru
 Moi krug
 Eshtab.ru Social news service
 Habrahabr  News2
 Turbina
 live HH

17. The Most Popular Social Networks - Russia
The most popular Social
Networks in Runet Number of Runet users in
(Russian Internet): Social Network
• Odnoklassniki.ru
• Vkontakte
• Moi Mir Mail.ru
2% Runet users do not use
any social networks at all

18. Case studies

19. Case study – Hungary – Media Union
Client
Media Union – this is a charity organization in Hungary, formed by the biggest media companies (it is similar to the
US Ad Council); every year it has a special topic and there is a wide scale public awareness media campaign about
that issue. Last year the topic was: social integration of disabled people – Worldcom Partner Probako PR held the
campaign
Solution
Probako had four real disabled participants. The basic idea was to open their everyday life to the public via SM
Probako launched a website and 4 FB profiles for our „heroes” – they answered questions, participated in
discussions etc. and the whole thing was integrated to campaign website. So their activities could be followed in FB
and in paralell at campaign website
Results
The campaign was very well accepted on SM platforms
All pages had thousands of likes (and very significant activity level)
The campaign was awarded in a local advertising festival and
Probako received a special award at European level in Brussels

20. Case study – Czech – D-Link
Project
-To establish continuous communications between D-Link, customers, distributors and resellers
Solution
-For B2B communications was launched portal called D-Best with loyalty program, blog, news, discussion forum
-Facebook profile with news and contests
-DLinkTVcz YouTube channel with local, dubbed or subtitled videos
-Professional blogger to follow blogs, forums, discussions
-eTail reviews of products and discussions
Results
-1400 registered resellers on D-Best, about 700 are active users
-D-Best awarded as best IT PR project on Czech PR Award for 2010
-1500 fans on Facebook site with average 3 posts a week, 30 active fans weekly
- 12 videos with average 500 views
-50+ blogs and forums followed with average 20 posts a week
-82 products reviewed on eTails and following discussions

21. Case study – Czech – D-Link
Geocashing – traveling Sid
 Real-world outdoor treasure hunting game.
 Players try to locate hidden containers – in our case Sid, called geocaches, using GPS-enabled devices and
then share their experiences online.
 Player should take a picture with Sid and send this picture to our e-mail and we publish it on Facebook page
and give to this player a present.
 Created a map which shows where Sid hase been
 Players could share their experiences also on our facebook page.

22. Conclusion

23. Social media in Eastern Europe
 Facebook is nr. 1 in all EE countries except Hungary, Poland, Latvia and Russia
 Only 1mil. users together of Twitter and Facebook in Russia
 Blogging is not really popular except Russia, and so Twitter is usually used by few
professionals and journalists, for example in Hungary only 11.000 registered on
Twitter
 Only 2% of Russian users of internet do not use any social network at all, the
biggest activity is on blogs
 Wide usage of internet and social media in Adriatic countries (ex-Yugoslavia)
 Czech is only country in EU where Google is not nr. 1 in search engines (Seznam.cz
is the leader)
 YouTube is widely used in whole EE, only in Russia is used RuTube.ru
 Eastern European public is not used to work with Picasa or MySpace and Flicker,
but usage is growing rapidly

24. Contacts
Patrik Schober
Worldcom Business Development Chair EMEA
Phone: +420 224 913 001
patrik.schober@pram.cz

25. Picture 1
Social Media in Southern Europe
The online landscape in Italy
Diegi Biasi – Business Press
May 29th, 2012

26. In Italy today
Social Networks reach
million
users
of the Italian online
population
26

27. Growth of social networks
Facebook sets apart from competition
27

28. Facebook Mission
“Giving people the power to
share and make the world
more open and connected”
28

29. Penetration in the first 10 markets
29

30. Four major change agents
30

31. Social tools win in business
31

32. All industries are social savvy
32

33. Questions?
Diego Biasi
diegob@bpress.it
+39 02 72585.1
+39 335 6341290
33

34. Going Social
The strategic choices for international organisations

35. So what is social media?

37. These conversations will shape
your success
• We live in the
recommendation
generation
• Trusted content is
at the heart of
purchase decisions
• Social media has a
role in shaping
what people say
about a brand –
online and offline

38. The challenges of online
conversations
• Social media enables people with shared interests to have
conversations online that would otherwise happen offline
• These can be related to a wide range of topics from purchase
decisions to the quality of a service experience. This raises a
number of challenges for global organisations
• Each challenge raises a strategic choice

39. Strategic choices for social media

40. The challenges for a global
company
– Deciding who is authorized to participate in online
conversations
– Deciding what content is authorized to be shared in online
conversations
– Contributing in a conversational style rather than just
force-feeding company content
– Conversing in the language of choice at a local level
– Co-ordinating thought leadership with demand generation
and service delivery

41. 1. Driven by business imperatives
or by tactical initiatives?
• Vendors have evolved their approach as social media has
evolved
• Best practice points to the need for an over-arching strategy
that ties social media activity to the achievement of
organisational goals
– Clear KPIs at an organisational level can be translated into
measurement at an activity level
– Identifies clear roles for thought-leadership, demand generation and
service delivery and how these should be integrated
– Enables the delivery of compelling interaction on a global, regional and
local level

42. 2. ‘Benevolence’ or
commercialism?
• At the heart of social networking
is Benevolence – the unselfish
and kind-hearted behaviour that
engenders and promotes
recognition and reciprocity, and
in doing so, earns the goodwill of
those around them.
• This is the hub of social
networking with a purpose,
mission, and a genuine intent to
grow communities based on
trust, vision, and collaboration
• Lessons from other vendors
shows that audiences are tiring of
a ‘sales only’ content diet and
respond positively to an
approach which appears to add
value without a sales message
attached (Kerry@Dell)

43. 3. Monologue or dialogue?
‘Many companies approach social media as a list of technologies to be deployed as
needed – a blog here, a podcast there – to achieve a marketing goal’ Forrester
• Best practice points to the need to see social media/networks
as the opportunity for direct engagement with customers,
prospects and influencers
• This requires active conversations where company
representatives are free to add value to a conversation rather
than just deliver a marketing-led monologue
• It also requires conversations to be had at a local level to be
meaningful to the audience
• There are clearly cost implications of doing this right

44. 4. A social enterprise or the
responsibility of the few?
• Best practice demonstrates that to become a ‘social
enterprise’ organisations empower their employees to
contribute in social networks
– Activity by the masses rather than the few increases the opportunity
for enhanced share of voice
– Good training and easy to follow social media guidelines minimises the
risks
– More freedom within clear parameters reduces the need for
headcount dedicated to the social media task
– Enables appropriate activity at global, regional and local level

45. 5. Controlled or empowered?
• Linked to the social enterprise question is whether there are
tight approval processes for what is said online
• Best practice points to the need for freedom to engage within
clearly defined parameters and well understood personal
responsibilities
• Easier to ‘monitor’ at a regional level

46. 6. Bring people to the brand or go
where they already interact?
• In the early days of social media experimentation, vendors
created blog platforms as an extension of their website and
worked hard to attract people to interact there
• Increasingly best practice shows that brands are moving to
where people already interact – whether it is Facebook,
LinkedIn or some other platform
• UnileverVIP is a best practice example

47. 7. Structured by the needs of the
audience or by the silos in the business?
• Best practice shows that
social media strategies
should match the way
people participate in social
media
• Doing so creates a model
for selecting the most
appropriate platforms and
how to behave
• Focuses organisation on
the quality of the
interaction rather than the
frequency of activity
• Accentuates the need for
appropriate local content

48. 8. Match to local culture and language
or adopt a single global flavour?
• Vendors have often started
with central platform to
engage audiences
• Best practice shows that
this needs to be able to
match the needs of local
audiences with local
content and in local
language

49. Why should you care?
Use social media to…
• Listen
• Maintain a dialogue
• Build relationships
• Promote
• Manage reputation
• Solve problems
• Enhance service delivery
• Enhance marketing
and PR
• Give leadership status
• Generate leads
• Build trust

50. Social media behaviour

51. Lessons from Successes and Failures
Remember the 90:9:1 Rule
90
90% just consume content
9
9% will rate or comment on content
1

52. Get the motivational mix right
Use the 4 Fs
3. Fame
4. Fortune
5. Fun
6. Fulfilment

53. Harness other people’s ideas
People are happy to
give their ideas and
content away for
nothing

54. KISS: Keep it Simple, Stupid
• Simplicity is key for the success
of online platforms
• The goal should be to make it
really quick and easy for
participants to participate
• The goal should be 1-click
participation, and it should be
crystal clear what participation
requires through easy to read
instructions

55. UnileverVIP

56. Social engagement and innovation in
one on Facebook
• Social engagement
and innovation pilot
• Over 70,000 people
• Proves the power
of true involvement
• Demonstrates the
commercial value of
social media

57. Highlights
Unilever VIP has demonstrated that it can deliver:
•Significant improvement in propensity to buy
•Product trial across brands
•Content shared by advocates across the social web
•Helpful insight for brand teams to aid decision-
making, campaign creation and product development
•Significant improvements in brand advocacy

58. Propensity to buy grows with time involved
Double point rise in ‘definitely
will buy’ Unilever
digit brands & products*
*average across all participating Unilever VIP brands

59. Motivated to try new brands and
products
“I always like to try “Because Unilever is such
something new but a friendly brand and open
when you listen to my to hear our side of the
view and opinions and story its definitely
promotions gets me encouraged me to buy
motivated to buy more Unilever products
some” than previously”
“All the brands I have
tried...but several
products I wouldn’t of
tried I have tried from
hearing about it on
here”

60. Changing behaviour, stimulating
purchase and driving advocacy
I would certainly buy this Have already
I will be buying it from
product in the recommended to friends
now on I can't praise it
supermarket and and family and it has
enough. Thank you
recommend it to my made it onto my weekly
Unilever for another
friends 10 out of 10 for shopping list.
amazing product.
this one. (Flora Buttery)
(Cif Multi-Purpose
(Comfort Vanilla & Gold)
Actifizz)
Wow! My hair felt like I had
had an expensive salon
Totally brilliant cleaning treatment. This is amazing! It
agent. I'll definitely be will certainly be top of my
buying this again and hair care list from now on.
recommending it to (Dove Hair)
friends and family
(Cif Multi-Purpose
Actifizz)

61. Advocacy/loyalty grows with time
involved
High
double point rise in likelihood to
recommend Unilever brands
digit & products*
A 10 point
increase in
‘likelihood to
recommend’ is
considered to
be world class
*average across all participating Unilever VIP brands

62. Manage the Process
• Social media needs
managing and resourcing
• Success doesn’t happen by
accident

63. Standing on the shoulders of giants
• Breakthrough companies
give customers what they
want – not what they
expect the market to
provide
• In the social media world
people want access to
people/brands they trust to
provide
information/experiences
that entertain, reward and
fulfil
• Those that embrace social
engagement will see

64. Round up
• Start with a strategy that links to KPIs the business values –
‘likes’ usually don’t rate with shareholders
• Think local with global consistency – not the other way round
• Pick the right platforms for the territory – it’s not a
Facebook world – yet?
• Think conversations – then resource so you can be active in
the conversations
• Tailor these to different needs – sales, service, awareness,
education….
• Turn conversations into relationships – make your presence
sticky
• Mobile - it’s just social engagement on the move
• Think recommendations – you can monetise social

65. Questions?
For more information contact Crispin Manners
crispin.manners@kaizo.co.uk