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  • 1. Deciphering the Social Media landscape
    tnsMartin Warmelink
  • 2. 1. THE DIGITAL LANDSCAPE
    2. MOBILE
    3. SOCIAL
    4. VIEWING THE WORLD THROUGH A DIGITAL LENS
    5. BRAND PERMISSION AND STRATEGIES
  • 3. Sources: TNS Digital life (2010) and TNS Mobile life (2011)
  • 4. 1. Digital: 83%
    2. Radio: 52%
    3. TV: 51%
    1. Digital: 56%
    2. TV: 39%
    3. Newspaper:32%
    1. Digital: 69%
    2. TV: 62%
    3. Radio: 42%
    1. Digital: 82%
    2. TV: 52%
    3. Radio: 49%
    1. Newspaper:56%
    2. TV: 41%
    3. Radio: 37%
    1. TV: 70%
    2. Digital: 62%
    3. Radio: 31%
    1. TV: 75%
    2. Digital: 42%
    3. Newspaper:35%
    1. TV: 68%
    2. Digital: 53%
    3. Radio: 44%
    1. TV: 61%
    2. Radio: 59%
    3. Newspaper:38%
    1. TV: 64%
    2. Digital: 57%
    3. Newspaper:46%
    Internet penetration NW Europe: +/- 80%
    Internet penetration SE Europe: +/- 50%
    % accessing daily
    (base: internet users!)
  • 5.
  • 6. Rules of engagement will vary by region: localised campaigns that take this into account will have a better chance of yielding high returns
    HIGH
    CONSUMPTION
    Internet is commoditised
    Makes my life more efficient
    Internet is pivotal
    Is the centre of my life
    HIGH
    INVOLVEMENT
    LOW
    INVOLVEMENT
    LOW
    CONSUMPTION
    Internet is functional
    It helps me to be productive
    Internet is aspirational
    Helps me achieve my goals
  • 7. The Internet has become a functional tool for many markets in the NW part of Europe, particularly the Nordic markets. Stand out markets are France and the UK with high consumptions levels and strong levels of involvement
    HIGH
    CONSUMPTION
    Internet is commoditised
    Makes my life more efficient
    Internet is pivotal
    Is the centre of my life
    FI
    FR
    GR
    TR
    BE
    AT
    RU
    PT
    IT
    PL
    GB
    DE
    HIGH
    INVOLVEMENT
    LOW
    INVOLVEMENT
    LU
    DK
    ES
    NL
    IL
    EE
    LOW
    CONSUMPTION
    NO
    SE
    Internet is functional
    It helps me to be productive
    Internet is aspirational
    Helps me achieve my goals
  • 8. Digital meets a broader range of needs than any other media; it is inherently fragmented
    Organise
    Entertain
    Inform
    Communicate
  • 9. Consumers engage in email, social and news the most frequently. 80% of global online users have tried online shopping at some point
    % doing activity
    NWE
  • 10. Social will continue to grow, especially in emerging markets and via mobile
    PC
    mobile
    increase
    decrease
    10
  • 11. Mobile access is critical especially in rapid growth markets – invest in talent and R&D now to be able to respond to the trend
    % online users accessing internet from mobile in last four weeks
  • 12. And social networking is moving seamlessly to mobile
    Consumers accessing social networking sites through their mobile – Global
    Source: Mobile life 2011
  • 13.
  • 14. Why? Four key developments
    1. Improving user interface
    2. The growth of “Now”
    3. Unlimited data plans
    4. Cheaper phones
    14
    http://www.flickr.com/photos/escalepade/3823351212/sizes/o/in/photostream/
  • 15. MOBILE
    INTIMATE
    Implications for marketeers
    INSTANT
  • 16. Despite much lower daily use than email, social networking attracts the highest volume of usage, an immense opportunity to leverage engagement
  • 17. Multi-media integration is the critical next step for social across PC and mobile
  • 18. And it is the same for mobile
    Usage and demand for mobile social networking services - %
  • 19. Social is already a major brand channel...
    Brand Activities on Social Media
    32% Talking
    (Written positive or negative comments about brands)
    36% Listening
    (Read user comments about brands)
    48% Inactive in CGM
    (Does not read or write comments about brands)
  • 20. Brands are fighting for a social presence
    20
  • 21. …but whilst social media is universal, brands are universally ignored
    Connections on social networks
  • 22. This can be partly explained by resistance to brand ‘intrusions’
    Attitudes to brand interaction on social media across regions
    % actively looking for brands
    % who find brands intrusive
  • 23. Multiple tactics can be employed to generate brand connections
    Reasons to join brand community
  • 24. If you do it, do it right (1)
  • 25. If you do it, do it right (2)
  • 26. If you do it, do it right (3)
  • 27. Reasons for de-friending a brand
  • 28. Low involvement categories can use social media to differentiate from competitors
    The ‘Will it blend’ campaign from Blendtec showcases its products by blending an array of objects
    Old Spice livened up its image by inviting consumers to ask the Old Spice man a series of questions which he answered through YouTube
  • 29. High involvement categories need integrated digital presence to survive
    LG has strong online presence through its own interactive website
    LG campaign for youngsters to think about the repercussions of sending text messages
    Brand is associated with a good cause and gets exposure to consumers who want to see their content
  • 30. Consumers have different needs …..
    Dominant Consumer Needs
  • 31. And consumers differ………..
  • 32. Size segments by region: Functionals tend to dominate in NW Europe, NAM and Dev. Asia, while Influentials tend to dominate in Ind and China
    % size of segments
  • 33. Different behaviours
    NW Europe
    26%
    4%
    25%
    19%
    10%
    16%
    Knowledge-Seekers
    Functionals
    Aspirers
    Networkers
    Communicators
    Influencers
    Generators
    Amplifiers
    Readers
  • 34. Melissa Networker
    Wall
    Photos
    Video
    Info
    Friends
    For me, the internet is about relationships. Social media makes me feel ‘close/supported and in the loop’ so we like popular sites. I like to play games on Facebook now and then.
    I love promotions, offers, competitions – and would like to become fan of your brand and will ‘follow’ you – but ensure brand information is interesting and to the point
    Our lives are getting busier, and we don’t spend much time online at work – contact us in our free time
    I’m open to brand messages via e-mail, Provide me with entertaining content that I can share with my friends
    Networkers
    Favourite sites:
    View photos of Melissa
    Information
    Married
    No children
    Age 35
    Working / Higher education
    Friends
    Likes…
    161 friends view all
    My smartphone for 24/7 networking
    Price comparison sites
  • 35. Brand implications & strategies
  • 36. Brands need to know the key stages on the (online) path to purchase
    Use online touchpoints
    Use offline touchpoints
  • 37. And understand where you have ‘permission to play’
    % actively looking for brands
    % who find brands intrusive
  • 38. 1
    Invest time to understand your audience
    Use a digital lens to view the market, understand the who, what , why and where.
  • 39. 2
    Get ready for Mobile
    Be nimble, targeted, offer mobile purchasing
  • 40. 3
    Don’t succumb to peer pressure
    Don’t do something because its cool, do it because its right for your target
  • 41. 4
    Be authentic and have a genuine interest in your target audience.
    Be prepared to interact with them, resource for this, and allow consumers to dictate
  • 42. More information Martin.warmelink@tns-nipo.com
    Discoverdigitallife.com +31 20 5225 421
    Discovermobilelife.com