Michael Wiley Chicago
All Social Media Is Local:
A Guide to Global Stakeholder Engagement
John Kerr Singapore
All Social Media Is Local:
A Guide to Global Stakeholder Engagement 2
Bulletin Boards / Forums Still Drive Conversation in Asia
3
Olga Rasulova Moscow
All Social Media Is Local:
A Guide to Global Stakeholder Engagement 4
WHAT’S POPULAR?
Social networks (at home and at work) and other web resources, like IM, that enable users to connect with each other
http://flickr.com/photos/nicointhebus/227054792/
5
• LiveJournal.com for influential bloggers • LiveInternet.ru for teens • Odnoklassniki.ru (like Classmates.com, 20mm) • ICQ, QIP, and Skype for instant messaging
http://flickr.com/photos/nicointhebus/227054792/
6
Wolfgang L端nenb端rger Hamburg
All Social Media Is Local:
A Guide to Global Stakeholder Engagement 7
Social media is language-driven. Your outreach needs to be local, even hyperlocal. http://flickr.com/photos/samuelr/1452379695/
8
No overall leading social network, but several local champions. http://flickr.com/photos/samuelr/1452379695/
9
Marshall Manson London
All Social Media Is Local:
A Guide to Global Stakeholder Engagement 10
THERE ARE NO BORDERS ONLINE. Business definitions of markets are not relevant in social media. http://flickr.com/photos/wwworks/2712985768/
11
SOCIAL MEDIA HAS EVOLVED DIFFERENTLY FROM CULTURE TO CULTURE. In the UK, blogs less relevant than in the US, but social networks as or more important. http://flickr.com/photos/wwworks/2712985768/
12
Conversational content cannot be ad-led – has to transcend a particular spot. STORYTELLING – A NARRATIVE ARC – IS CRUCIAL. http://flickr.com/photos/wwworks/2712985768/
13
Monte Lutz Washington, DC
All Social Media Is Local:
A Guide to Global Stakeholder Engagement
U.S. POLITICS AND SOCIAL MEDIA
• Twitter Debates • Qik On The Hill • YouTube • Billiam The Snowman http://flickr.com/photos/jacobvorpahl/2087225900/
15
Steve Rubel New York
All Social Media Is Local:
A Guide to Global Stakeholder Engagement
WHAT’S NEXT? 5 TRENDS TO WATCH
• As peers increasingly filter content produced by pros, communities and social networks become the primary theater for PR programs
• Brand web sites succumb to the
Attention Crash, giving rise to web services inside hubs
• Google becomes a key focus for PR professionals as findability becomes essential
http://flickr.com/photos/xploded/141295823/
17
WHAT’S NEXT? 5 TRENDS TO WATCH
• As the web evolves from an
information medium into a platform for global collaboration, public engagement is key
• “Digital natives” dominate
influence networks and PR pros realize they must emulate them to survive and thrive
http://flickr.com/photos/xploded/141295823/
18
All Social Media Is Local: A Guide to Global Stakeholder Engagement
Q&A http://flickr.com/photos/mansonliu/298440052/