Is Social Networking a new Global (Marketing) Superpower?
By Paul Butcher
If all Social Networkers joined together to form a country, it would be the 3rd biggest nation in the World. Some people are quick to dismiss social networking as a fad. But if you look at the numbers, it's tough to do that.
In fact, it's hard not to be impressed. Social networkers as a group now outnumber the total population of the U.S. and Facebook alone has more users than Japan has citizens.
Let's review the numbers shall we?
| Rank | Country/Territory | Population | % of World Population |
| World | 6,718,045,021 | 100% | |
| 1 | People's Republic of China | 1,325,730,000 | 19.87% |
| 2 | India | 1,137,172,000 | 17.05% |
| Social Networking | 580,510,000 | 8.64% | |
| 3 | United States | 304,960,000 | 4.57% |
| 4 | Indonesia | 231,627,000 | 3.47% |
| 5 | Brazil | 187,543,000 | 2.81% |
| 6 | Pakistan | 164,166,000 | 2.46% |
| 7 | Bangladesh | 158,665,000 | 2.38% |
| 8 | Nigeria | 148,093,000 | 2.22% |
| 9 | Russia | 141,888,900 | 2.13% |
| 132,105,000 | 1.97% | ||
| 10 | Japan | 127,690,000 | 1.91% |
| Myspace | 117,582,000 | 1.75% | |
| 11 | Mexico | 109,955,400 | 1.60% |
| 12 | Philippines | 90,457,200 | 1.36% |
| 13 | Vietnam | 87,375,000 | 1.31% |
| 14 | Germany | 82,191,000 | 1.23% |
| 15 | Ethiopia | 79,221,000 | 1.19% |
| 16 | Egypt | 75,238,000 | 1.13% |
| 17 | Turkey | 70,586,256 | 1.06% |
| 18 | Iran | 70,495,782 | 1.06% |
| 19 | France | 64,473,140 | 0.97% |
| 20 | Thailand | 63,038,247 | 0.94% |
Source: Comscore Global Metrix 2008
And in many ways there are stronger ties between the people within these new social network “nations” than there are between people of real nations. Social networks are held together by common interests, friendships and family ties – all in an easy to communicate environment.
Countries just don’t work like that.
A 15 year old living in New York City with a passion for designer fashion has more in common and is probably more connected with and influenced by another 15 year old fashionista on Facebook in, say, London or Tokyo, than by George Bush, John McCain or Barack Obama.
And what’s most incredible is the speed this is all happening. Five years ago online social networking as we know it today didn’t really exist, My Space was just starting off and Facebook hadn’t even launched.
The growth hasn’t stopped yet. Last year the worldwide number of social networking users grew 25%.
Social Networking Growth by Worldwide Region |
||||
| Unique Visitors (000) | ||||
| Jun-07 | Jun-08 | Percent Change | ||
| Worldwide | 464,437 | 580,510 | 25% | |
| Asia Pacific | 162,738 | 200,555 | 23% | |
| Europe | 122,527 | 165,256 | 35% | |
| North America | 120,848 | 131,255 | 9% | |
| Latin America | 40,098 | 53,248 | 33% | |
| Middle East - Africa | 18,226 | 30,197 | 66% | |
So how can you as a marketer take advantage of this?
You can start by learning from some of the principles that have made Facebook and others so successful in their global growth.
1. Understand Who Your Audience Is – learn as much as you can about your target customer and when you know who they are, tailor your message to them.
2. Understand Where They Are Online – which social networks are they using and how can you get your message to them in that environment in the most effective way.
3. Be locally relevant
Marketing internationally is a lot more than just providing a translated version of your U.S. website.
After learning some early lessons, Facebook.com has focused on becoming more culturally relevant in markets outside the U.S. and it has paid off. Its introduction of natural language interfaces in several markets is one of the innovations which has helped them achieve their impressive growth during the past year. Hi5.com has done a similarly fine job localizing it’s presence in each country.
A superpower is defined as a state with a leading position in the international system and the ability to influence events and project power on a worldwide scale.
Applying the same concept, a marketing superpower is a company with a leading position in the international marketplace and the ability to influence purchases and project brand power on a worldwide scale. By this definition, social networks are definitely marketing superpowers and their influence on the world stage will only continue to grow.
This article is part of a series of articles on international marketing written by Paul Butcher, President of Horizon Marketing Group’s International Division. To discuss how Horizon can help you with your international plans contact international@horizonmarketing.com
