Recent Entries
- Achieving Enterprise Adoption of Social Media Tools
- The past, present, and future of location-based mobile social networking
- The steady shift to an RSS-based universe
- Peak of Australian Twitter use was at Future of Media Summit 2008
- Media is becoming everything
- How smaller countries and regions can develop their film and screen industries – 5 key issues
- ABC Interview: Google as an advertising aggregator
- Media Trends + Strategy: The State of Play
- Media and Social Networks Roundtable
- How will news and social networks be integrated?
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Future of Media Summit Blog
Global Media Strategies
How can content creators localise content, distribution, and audience engagement to reach multiple markets?
French perspective: alienate yourself if you don't consume media in English
- More people consuming media in English in Europe even though there are so many different languages
- When you launch something in the US it can reach a minimum of 3 million people, whereas in Europe there are 20-21 different languages which restrict the reach of a single message
Is English becoming viable as a media language?
Search: despite the efforts of Google in China, Baidu remains ahead in search
Multi media consumption: ahead of the game in Australia
People care about what is going on locally, especially in smaller places. As opposed to engaging about national/global issues, people want to complain about their neighbours
Yahoo: challenge as an organisation is to develop platforms to deliver scale, but localise formats
Compared to US, the diversity you find in Europe is amazing. South Europeans very active in blogging (ego led, especially if you use your name) and converstaion platforms - but the more you go north blogging is almost non-existent (e.g. Germany, Switzerland). Germans have a tendency not to expose their names, they walk under a cover.
Linked In - dominate US first and then localise.
In terms of where Australian businesses stand in terms of exporting content into Chinese markets, it's going to be challenging. The relative cost of media is some $10X cheaper than it is in Australia. India is a bit of a different kettle of fish. There are a number of businesses succeeding in taking content service over there.
What is the easiest place to get dollars? How do we get the advertising dollars in China?
Baidu is never going to leave China, Google is never going to get there
China is one day going to have companies that come out and compete worldwide
Chris mentioned SAP (full disclosure: my client at Burson.) I think they have been a fascinating example of how a successful European-based company goes global. A long time ago, founder Hasso Plattner decided the business language standard should be English - so while they have not shed their European heritage, they have become accepted globally much more so than others by communicating globally and locally. They were also among the first enterprise software companies to really let bloggers have an ear, and a voice, at their major conferences - not something that was easy for them to do (a la Loic’s comments about Northern European cultural sensitivity) but has been very successful.