Cindy King's International Business Blog » Japan

How to Connect Globally With Social Media

Cindy King — Sun, 21 Mar 2010 23:00:05 +0000

Here is my article which was first published on Social Media Examiner:

Do you know how to use social media to target a global audience? After all, social media provides a low-cost solution to engage your prospects, customers and partners located in different regions of the world.

As Scott Monty, head of social media for Ford Motor Company, says, “U.S. brands looking to leverage social networks internationally know that while their messages need to stay consistent regardless of the region, the language, cultural reference points, platform and tactics, all need to be tailored for each market.”

He continues, “Whether it is customer service, IT, HR or product development, there are a number of uses for social media. And when you add to that all of our constituents—customers, employees, shareholders, dealers, retirees—it becomes a very complex assignment.”

Here’s a look at a few of the difficulties and how you can overcome them…

The Information Available

In the past, statistics on social media were difficult to come by and they were not always relevant. But there are more Internet statistics available today even for social media. McCann’s Wave 4 Power to the People report is one resource available to gain insights into how to use social media internationally.

The trouble with an international social media strategy, as Erik Qualman of Search Engine Watch points out, one size does not fit all. Having more relevant statistics does not get you very far. You still need to learn how to adapt what you do on social media to effectively connect with people in other countries. And before you can do this, you need to know a bit more about what social media is like over there.

Social Media in Different Regions of the World

A good place to start is to look for general insights into the social media environment in the places you would like to reach.

The Nielsen report Global Faces and Networked Places clearly explains why localization has won the day in many countries and says, “Succeeding in China takes more than producing a translated version; it requires investment in a local infrastructure and a mentality of running a Chinese social network that understands the domestic nuances of social network behaviour rather than simply rolling out a generic social network in Chinese.”

Here are more insights from two social media players well-known in their own countries:

Have a look at this interview of Laurel Papworth in which she gives an analysis on what’s happening in social media in Australia and Southeast Asia.

Fred Cavazza says, “The main differences in France‘s social media are based on the local offering and local players: Dailymotion, Skyblog, Viadeo, Dofus, BlogSpirit, CanalBlog, OverBlog… and there are 3 distinct groups in France around culinary, political and IT gadget blogs.”

Fred Cavazza raises a good point. Let’s have a look at the main challenges presented by local offerings and local players. These are areas where you will need to adapt to fit in with what works in the local social media environment.

Cultural Differences in How People Respond to Social Media

Cultural differences always impact how people use social media. Here are some insights from a few culturally minded social media players.

Engagement—Jack Yan says, “There seems to be a gap between Americans and New Zealanders on Twitter usage, for instance. Kiwis, for the most part, seem to engage a bit more and there are relatively fewer accounts, proportionally, made up of automated tweets. There seems to be more of a demand on American tweeters, for instance, to provide a lot of content, and I suspect that this drives the automation. This arguably comes back to the different cultures: one historically more collaborative, the other historically more individualistic.”

Hesitation—France shares a trait with many countries: hesitation and observation before engaging in new social media. Thierry de Baillon says, “Where Anglo Saxons are prone to quickly dive into new platforms and get new habits, Frenchies stick with old ones, watching others acting while taking their time.”

Networking—Lucy Chatburn sees more networking activity on both LinkedIn and Facebook in Turkey than in the UK. “This could be because networking doesn’t come naturally to many British people. And a LinkedIn profile is definitely not seen as an essential career tool in the UK.”

Shyness—Mixi, a leading social network in Japan, added a special feature to make it easier for people to make friends.

Of course, there are many more ways cultural differences impact social media. Before you can find the right way for your business to connect with people on social media platforms in different countries, you do need to:

Develop cultural awareness
Do your research
Adapt your communication and social approach

Evolution in Local Players

Other challenges in international social media are related to changes in popularity of social media platforms. A snapshot of the social media environment in any country may not remain current for long. Social media environments change.

Facebook’s growth has had an impact on many countries outside of North America. Orkut’s popularity in Brazil and India is changing.

This is why it is difficult for businesses to know how to:

Anticipate where to spend time
Identify the most relevant social media platforms for their business

Good monitoring practices and a local presence are keys to success.

Can Social Media Help Your International Business?

There are many reasons why this is a tough question to answer. As we have seen above, statistics do not always reflect how people use social media. There are also:

Different speeds of adopting social media
Differences in how locals use social media
Differences in how businesses can use social media in different countries

On the one hand, local statistics can be misleading. Another culturally minded social media player, Martin Lindeskog points out that “The broadband/high-speed Internet connection is very common here in Sweden.” However, he also notes that “you can’t find many examples of companies that have embraced a new type of media strategy in full scale yet. There is a lot of talk about Twitter, but you don’t see many companies microblogging.”

On the other hand, although statistics only tell part of the story, a detailed view of the local social media environment can give you valuable insights. According to Fred Cavazza, the social media market in France was evangelized long ago by local players, and this made the road to success easy to maneuver for Facebook in France.

Successful International Social Media

If you are serious about using social media within an international marketing strategy, you will need:

Strong cross-cultural skills
Local professionals

The right people will help you through the complexity in finding:

Preferred offers
Communication preferences
Use of different platforms
Where and how the people you want to reach use social media in their country

A Source of Inspiration

In addition to connecting with business networking partners abroad, there is another good reason to keep an ear open for what is happening in international social media: there is richness in diversity. And this can help you stay in tune with social media as it evolves for everyone.

Monitoring how businesses in other countries use social media helps you to:

Get ideas for new things to try in your own country
Spot new trends in other areas of the world which might, in time, affect your own industry

As different people around the world adapt social media to their own cultural tastes and the driving forces in their local markets, we are sure to see:

More innovation
Different uses for social media in business
Opportunities to adapt the strategies and tools we are familiar with to new international markets

Observing these changes and understanding why they fail or succeed increase our understanding of what social media is all about. Although North American businesses are using social media more than businesses elsewhere, there are many examples of innovation and inspiration to be found outside of North America. This alone is why following international social media is useful to many businesses.

Now, over to you…

What have you learned by observing social media in other countries?
What is the most interesting difference in international social media to you?
What anecdotes can you share about social media in different countries?

Please share your comments with us below.

Case Study For Getting Your Website Visible In Japan

Cindy King — Tue, 18 Mar 2008 14:01:38 +0000

International Case Studies

Scarlett posted a question that merits a longer reply.
Her question was:

Scarlett’s site can be seen at: http://www.afriendinamerica.com

Having looked at the website I noticed one thing right away that can easily be corrected on the Japanese page.

The Proper use of Foreign Language Keywords

I went to Google.jp and searched for the word Tokyo and found this site at random: www.hataraku.metro.tokyo.jp

Although I can’t tell you what the site really says, I can tell that they have defined their page as being in the Japanese language. You can see this in the lang=”ja” part of the HTML code below, and they have used a Title and Keywords in Japanese.

Remember, people search for words on their local search engines in their native language first. It is very important to have your Japanese keywords.

Below is some of the HTML header text from this selected Japanese website. It would be very useful for you to include the HTML code similar to this on your page.

< HTML lang=”ja” >

< HEAD >

< META HTTP-EQUIV=”Content-Type” CONTENT=”text/html; charset=Shift_JIS” >

< TITLE >TOKYOはたらくネット（東京都産業労働局雇用就業部）

!– meta1行目：googleウェブマスターツール用 –

meta name=”verify-v1″ content=”JYxRPMo2//8V5uiNaCjHc3jhm3hPW/gAvVHBny+hsC8=” />

META NAME=”keywords” CONTENT=”TOKYOはたらくネット、東京都、働く、雇用、就業、労働、仕事

はたらくネットは、東京都の雇用就業に関する総合サイトで、東京都産業労働局雇用就業部が運営しています。

How to Get Seen By A Spider

To get your site “seen” by the search engines you could:

Submit your URL to the search engines that interest you. In your case this would mean submitting your website to all of the major Japanese search engines. This will make each of these search engine spiders come out and find your site. This can take as long as 2 months, depending on many factors that are specific to each search engine.

Start a blog aimed at your target readers. Either on your present site or on one of the free blog sites, www.wordpress.com, wordpress.xwd.jp if you want to do it in Japanese. You can try doing one in both languages and post the same article in both Japanese and English on the different sites.

Advertise yourself on social sites. Go to the appropriate blogs and comment on things related to you and your site including a link back, like you did here. Make a video of yourself dressed in a Kimono and speaking English – or dressed as a “Country” girl and speak perfect Japanese. Make the video funny or exciting. The most important thing is that you make it memorable.

Post offers on sites like craigslist. In Japan there is a craigslist for Okinawa, the Osaka, Kobe, Kyoto area and Tokyo. Post an advertisement in as many places as appropriate, and remember that craigslist is free, so a person looking for a new couch may also be the person looking for your service.

Write about your local events. If there is a festival, major cultural event, local sport final (the Japanese love Baseball) or any gathering of a large audience, find websites where people in Japan would be interested in. Write an article about your local event. You should be able to get a link to your site on each article you write. I found the site www.realtraveladventures.com and they would appreciate articles.

Articles In Japanese Ezines. Go to google.co.jp and search “japan ezine”. When the results page appears, select the button that says “日本語のページを検索” and you will have a list of sites that may be interested in your articles.

Finally, have a good look at your website. Right now it is set up so that a person can read it. A search engine that gets to your site will only read your keywords in English, your content is actually on the source site – www.susanbuck.net – and a search engine will probably not go to that site to learn what your pages are about.

In the Foreign Lingo section of www.cindyking.biz you will see examples of submitting your website to foreign search engines. Right now there are details for Chinese, Russian and German search engines. Other countries will be added to.

I am also in the process of adding a page in Foreign Lingo on using keywords and foreign language keywords for international business and other more technical parts of international internet marketing. Check back soon.