PepperDigital

"One Size Fits None": Navigating the Online Pitfalls and Opportunities of Today's Global Social Norms

Part 12 of 12

In this concluding entry in the “One Size Fits None” blog series, we explore the themes that have emerged throughout the past 11 posts and some of the takeaways for public relations professionals operating in an age of online communication that regularly crosses national borders.

Public relations is shifting dramatically in an era when a greater proportion of many societies have access to communication technologies that give them the opportunity to reach a large international audience. Today, as never before, brands cannot take a monolithic approach to their outreach with a global audience, nor can they expect that each national audience will not impact one another or see the messages intended for another culture. As we said at the beginning of this series, the takeaways from the examples shared here emphasize that social media:

1) is truly global, allowing people from cultures around the world to connect - and stay connected - more directly and fluidly than ever before;

2) does not create unilateral platforms, in that cultures - and subcultures within that culture - use social media in markedly different ways; and

3) will not replace traditional media, but provides the opportunity to connect with targeted global audiences in ways that both embrace local concerns and issues and build support and conversation across multiple cultures.

Henry Jenkins' concept of "pop cosmopolitanism" helps explain how conversations about entertainment, politics, causes and hobbies may lead people from around the world to learn about and perhaps even feel a part of cultures they've never actually visited. Similarly, as communication more rapidly permeates borders, that international flavor of popular culture begins to shape how people think about and understand other cultures and themselves. 

Think, for instance, of how social media communication traveling across national borders shaped coverage and discussion of the terrorist attacks in Mumbai last year. Social media affords citizens with the ability to communicate out about events in their country and simultaneously gives diaspora or other interested international audiences ways to circumvent traditional media platforms, as demonstrated by international audience's use of Twitter to communicate around government-controlled media platforms in the disputed Iranian election this year.

For public relations professionals, following the trends of popular culture is crucial for having a solid grip on how communication is changing. Discussion of their personal passions may seem frivolous to some, but the transnational connections people make around entertainment, etc., often lay the groundwork for larger communication shifts over time. Those companies which devote time to understanding these cultural trends and shifts will be best poised to help themselves and their clients better understand the communication environment in which  we operate. Those who don't may not just miss opportunities but open themselves up to gross miscalculations about how international communication is evolving.

"One Size Fits None": Navigating the Online Pitfalls and Opportunities of Today's Global Social Norms

Part 11 of 12

In blog eleven of the “One Size Fits None” blog series, we examine the state of mobile communications across the U.S., Europe, and Asia Pacific to highlight how varied the infrastructure and uses of mobile devices are across various global cultures.

Avoiding the dangers of a “one size fits none” strategy requires an understanding of how there is no global standard in how people connect to the internet online, particularly when and where mobile communication has become a preferred mode.

For example, Japan may not have the highest internet penetration among developed markets, but it has been the global leader in telecommunications. Japan is a few years ahead of Europe and the US in using mobile devices to access web content, including social media. In Japan, more consumers access the internet from their mobile phone (60%) than from their desktop computers (40%). 

As a result, a distinct advantage of the Mixi online network is its mobile platform. And this explains why a popular Japanese video-sharing service, NicoNicoDouga, was also designed to allow easy access by mobile phones. While its local-content focus is important, NicoNicoDouga’s particularly distinctive feature is the ability to add comments. Each video receives, on average, 1,000 comments. Another truly Japanese phenomenon is mobile-only social networks. The largest of them, Mobile Game Town, had 11 million members and reported nearly 15 billion page views in June 2008.

In South Korea, the number of those accessing the internet via their mobile device is also relatively high, at 46.2% of current wireless internet users. About 86% of the population has internet-enabled mobile phones, and the market is considered to be one of the leaders in 3G mobile technology.

Meanwhile, for youngsters in developing markets such as China, India and the Philippines, physical cyber cafés are still among the most important internet access points. Cyber cafés are the most common place schoolchildren and college students go online and are often the cheapest sources of access. For example, in India, 37% go online in cyber cafés, 27% in the office, 26% at home and 8% at school or college.

What is most important to remember about developing Asian markets is that countries in this region contain almost two-thirds of the world’s population and will be the key contributors of the future online world, including social and mobile media. To understand where new media is headed, it is therefore crucial to realise how and why these platforms are being used in Asia. 

A report from information and media firm The Nielsen Company, Global Faces and Networked Places, found that 19%, or 10.6 million, of US citizens can access a social network through their handset. This demographic increased 156% from 2007 to 2008, yet remains lower than the UK figure of 23% and much lower than in countries such as Japan and South Korea. Not surprisingly, the most popular social networking sites extend to mobile devices. Nielsen reports that Facebook is the most popular mobile social network and estimates that almost 3 million users were texting Facebook on a regular basis in 2008.

Of all the users in Europe accessing the internet through a mobile phone, 34% go to nothing but social media sites, to the exclusion of all other content, according to research firm ComScore. This compares to the 12.4% of people accessing the internet through their mobile devices for other reasons, such as for news and information. The use of mobile internet is clearly being driven by the desire for timely access to social media sites, regardless of location. The median age for social media-only mobile users is 28, versus 36 for other mobile internet users.

The trend in accessing social media sites from mobile phones is set to increase, particularly as smart phones become more common. By 2013, Juniper Research predicts that smart phones will account for 23% of all mobile phones sold.

But there is an important difference for marketers to understand between iPhone users and users of other smart phones (Windows, Palm or Symbian OS). Close to half (42%) of iPhone subscribers access social networking sites or blogs, whereas only 10.3% of smart phone users do so. Another detail to consider is that, while 68% of UK smart phone users are male, the number rises to 75% for iPhone users. However, in France, 67% of iPhone users are men, compared to 71% of smart phone users.

 

What’s most crucial to note about these trends is both the market-specific differences in how the internet is accessed and how trends deveces a barometer for larger cultural trends and shifts in social media and internet-based technologies.

"One Size Fits None": Navigating the Online Pitfalls and Opportunities of Today's Global Social Norms

Post 10 of 12

Consumers everywhere are increasingly turning to the internet to find information about products before making a purchase, but in Asia this trend is particularly prevalent. In blog 10 of “One Size Fits None” we examine this trend and the risks and opportunities it presents for companies.

Internet users in South Korea have a unique method of accessing social networks: network cafés, a type of internet forum community. The major web portals in South Korea, Daum and Naver, provide these services and they represent an excellent way for businesses to engage with audiences that have aligned themselves to a specific issue or subject. Members of the café post opinions about topics under the theme of the café, as well as images and movies. Daum is especially strong, with 7.4 million cafés enrolled in the portal. 

Cafés are reflective of South Korean culture and society, which is more conformist and collectivist than individualistic. Maintaining consensus and building relationships based on loyalty are extremely important, since typically, South Koreans strongly identify themselves with their social groups and family units. By using the email service provided by Daum (www.hanmail.net), cafés are easy to join and easy to manage. Since there is no limit to the themes of a café, or on the number of members who can join, there are a vast range of cafés for a whole variety of themes. Popular cafés have millions of members, making them very attractive for advertisers. Some actually operate for business purposes, and businesses are often set up through these communities. 

Another popular forum for discussion of products and brands in Asia are bulletin board services (BBSs). More than 80 % of Chinese citizens use BBS's, or forum sites to search for information about products, with almost two-thirds saying they like to ask other BBS users for opinions before making a purchase. BBS sites even act as e-commerce hubs themselves, with 47 % of users having bought products directly from a BBS. Some brands are encouraging favourable BBS posts as one method of search marketing. Others even pay users to post favourable comments, but this can backfire if other BBS members suspect less than transparent arrangements. The amount of time spent on BBS's can be colossal. A third of users in China spend one to three hours a day on BBS sites, while almost half spend three to eight hours; a sizable 15 % spend a massive eight hours every day. The large amount of time spent on BBS forums is mirrored by the regularity of the visits, with more than 60 % of users logging on to at least three BBS sites more than three times each week. All this explains why BBS posts dominate web searches in China and therefore why it is crucial for companies to understand BBS forums and be seen favourably within the communities.

Asia, particularly South Korea, is the birthplace of online gaming as social networking. Online gaming is a huge industry in Asia, and it is important to note that one of the main reasons cited for the pastime is to get in touch and network with other gamers. Over half of the 50 million plus Chinese gamers play multi-user games (‘massively multiplayer online role-playing games’, or MMORPGs). This figure includes a substantial number of female players in what is generally regarded as a male-dominated sector. For instance, Redtoo Network plans to reveal six new games, the first being ‘Red Flash’, an MMORPG designed for female players.

South Korea is one of the biggest markets for online gaming in the world and multi-player online games have a big share of this market. A common strategy in South Korea is to operate portals that offer a wide selection of games, including MMORPGs and web board games. Top game portals such as CJ Internet’s ‘Netmarble’, NHN’s ‘Hangame’ and Neowiz’s ‘Pmang 0 ‘can attract up to one million visitors a day. More than 11 million Korean adults visit game portals every month, according to estimates reported by Reuters. 

If brands are to be successful in engaging with consumers they have to meet them where they ‘reside’ online, whether it be a BBS in China or a MMORPG in Korea. But existing in the same space is not enough; brands must treat these online spaces with respect. Only by understanding the nuance of the community and by offering something of benefit to its members will people tolerate ‘you’ on ‘their’ patch. After tolerance comes acceptance, and after acceptance, it’s time to engage. 

"One Size Fits None": Navigating the Online Pitfalls and Opportunities of Today's Global Social Norms

Part 9 of 12

In blog nine of the “One Size Fits None” blog series we examine the popularity of blogging in Asia, the opportunities for marketers and the reputational risks bloggers present for companies wanting to engage with Chinese audiences.

Blogging is a very popular pastime in Asia. In many countries this popularity manifests itself as posts about everyday activities, but corporations take note: when it comes to China, these are no ‘mommy bloggers’. In China, blogs and Bulletin Board forums are powerful new platforms for consumer nationalism and consumer activism. As detailed below, several multinationals, foreign governments and Hollywood stars have become targets of Chinese consumer nationalism and have had to scramble to repair damage in this important market.

• German car maker Volkswagen was criticised in 2006 on BBS forums for the adverts for its Polo model on subways that were seen by many as offensive. One example from the adverts: “Some people are choking underground waiting for a subway train; some are taking their own road and driving a Polo Jinqu”. The company ended up pulling the adverts.

• A Starbucks shop in Beijing’s Forbidden City closed down in 2007 after bloggers stirred up a patriotic debate that spread into mainstream media about the establishment of the American coffee franchise inside a cultural landmark.

• The BBS community has mobilised to boycott Nike for its working conditions in Asia and Sharon Stone for her comments that the 2008 Sichuan earthquake may have been ‘bad karma’ for Beijing’s policy in Tibet.  

• After French president Nicolas Sarkozy met with the Dalai Lama in late 2008 showing support for Tibet, there were multiple forums in support of boycotting French products and brands. 

• Anti-cnn.com, a website built by a Chinese entrepreneur in his 20s, aggregates cases of the Western media’s allegedly pro-Tibetan bias. As soon as it appeared, more than 1,000 people supplied examples. The Economist reported that the site quickly became an engine of Chinese cyber-nationalism, fueling boycotts of brands and street protests. 
  

Away from Chinese consumer nationalism, it is interesting to note that Japanese is actually the number one blogging language in the world, accounting for 37% of all blog entries posted, according to Technorati’s State of the Blogosphere report in 2007, while English accounts for 36%. In addition, 38% of Japanese 18- to 24-year-olds say they read blogs every day. However, less than one in five say they take some sort of action as a result of reading a blog. This figure is similar to that for South Korea, but significantly lower than for the U.K. and the U.S., where the number is one in four. Japanese users primarily write blogs for self-expression and communication within a close circle of friends. 

In South Korea, half of those online claim to have a blog, and they tend to use it to express their thoughts and communicate with friends. Music is the most popular theme for bloggers; other popular topics include daily musings, animation and manga, photos, game, travel, movies and IT. Japan is another major topic, with nearly 2% of blogs discussing it. South Korean blogging involves heavy use of multimedia files, which is no surprise when 97% of households in South Korea have a broadband connection and the average connection speed is 20.4Mbps: nearly 20% of all posts also included either video or music. 

In India, 85% of Internet users read blogs, 49% have their own blog and 66% a social network profile. They also watch clips (85%), download podcasts (57.8%) and upload photos, according to JuxtConsult’s India Online 2008 Report. 

For marketers looking to leverage these online communities in Asia several things are clear: 1) engage in a dialogue in the language and style of each local market 2) provide rich media content for bloggers to host and share, and 3) consider all aspects of your campaign in China as any negative perceptions will be discussed openly and vehemently online.

"One Size Fits None": Navigating the Online Pitfalls and Opportunities of Today's Global Social Norms

Part 8 of 12

In the eighth installment of the “One Size Fits None” blog series, we take a closer look at how social media is being used in Asia and how the social norms of different cultures in the region has led to the development of highly country-specific online communities.

As elsewhere in the world, Asians use social media not only for networking, but also for researching, promoting or criticising brands, companies and celebrities. They also use it to raise awareness of issues, and even for finding a partner to suit both them and their family’s preferences. However, most Asians use social media predominantly as a means of communication with friends and other audiences. Three quarters of 16–25 year-olds in China report using the Internet to make friends (compared to 30 per cent in the U.S.), while 72 per cent express personal opinions or write about themselves online (compared to 56 per cent in the U.S.). 

In China, where much of the population would prefer not to interact in English-language cross-cultural online forums, local alternatives have grown exponentially. These provide alternative social media networks to accompany alternative search engines and other culturally specific tools. For example, social network QQ.com is the second most popular site in China, claiming some 200 million unique visitors; 150 million of them actively contribute by posting blogs, sharing photos and so on. Furthermore, in February of this year, the company’s instant messenger, QQ, reportedly recorded more than 50 million concurrent users. In Japan, one of the region’s most established internet markets,  Mixi is the most popular social network, with over 15 million users. 

The way Asians use these sites also differs from elsewhere in the world. For example, the Japanese culture does not tolerate open interactions with strangers, and almost all social media interaction in Japan is anonymous. People rarely give their first names to those they don’t know well. The Japanese often employ multiple identities when interacting with online social communities, although their close friends usually know their true identity. Anonymous Japanese bulletins are highly popular, with active forums discussing news events minutes after they occur. 

A good example of how understanding local culture can help businesses leverage social media are India’s innovative ‘matchmaking’ sites. Marriage in India is traditionally a union of two families, as much as two individuals. The participation of the parents is of great importance and 95 per cent of all marriages are still arranged by families, based on social and cultural grounds such as shared religion, caste, education and family background. Therefore when matrimonial sites appeared in India a few years ago, young Indians suddenly found themselves empowered. They could now search for someone who satisfied their parents’ expectations, but also matched their own preferences. 

A user of one site, MatrimonialsIndia, says: “My parents contacted Akash’s parents and discussed the alliance. On everybody’s consent, an auspicious date was decided for us to tie the knot. With the help of MatrimonialsIndia and the blessings of our elders today we are a happy couple.” This growing trend has given rise to the term ‘planned marriages’ – effectively arranged marriages with pre-selection using these online matchmaking sites.

Moreover, one multinational site, Matrimonials.com, adapted its services to suit Indian needs. Users can search for a partner by religion (Hindu, Christian, Sikh, Jain or Buddhist), region (Hindi, Tamil, Punjabi, Bengali, Guajarati), occupation (doctor, telecoms, admin, corporate) or caste (Ezhava, Khatri, Brahmin, Arora). There are now 100 matrimonial websites operating in India, and nearly 20 million members are registered worldwide on the two leading sites alone.

It is interesting to note that in a region that is refereed to simply as ‘Asia’, the approach to social media can be so different. In Japan people interact online anonymously, yet in India people interact online to find a life partner. These differences need to be understood by companies that wish to engage online audiences. Moreover, companies need to be aware of the increasing activism found in online communities in China, which is the focus of the next blog in our series.