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Ipsos MediaCT and YouTube: A Connected Generation - The Rise and Rise of Social Media
 

Ipsos MediaCT and YouTube: A Connected Generation - The Rise and Rise of Social Media

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Authors Sarah Everitt and Louise Brice look at the rise of social networking, the opportunities for businesses who engage with social media and how being social on the web has changed the dynamic of ...

Authors Sarah Everitt and Louise Brice look at the rise of social networking, the opportunities for businesses who engage with social media and how being social on the web has changed the dynamic of how people interact with media and brands.

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    Ipsos MediaCT and YouTube: A Connected Generation - The Rise and Rise of Social Media Ipsos MediaCT and YouTube: A Connected Generation - The Rise and Rise of Social Media Presentation Transcript

    • A connected generation:the rise and rise ofsocial media Sarah Everitt, Louise Brice, 1
    • The rise and rise of social networking 2 in 3 internet users  worldwide visited a  social networking site  in May 2010 Source: ComScore May 2010
    • The rise and rise of social networking In July there were 500 million  people worldwide actively  using Facebook 50 million tweets per day,  on average 24 hours of video uploaded  to YouTube every minute Source: Facebook; Royal Pingdom; YouTube
    • It’s entering the mainstream.. Globally, more people use social networks than  email Source: Mary Meeiker, April 2010
    • It’s for us all ... Even your mum is friending you on Facebook!
    • ..  And impacts on every part of our lives 1 in 6 marriages  that occurred last  year, were between  couples who met  via social media Source: “What the F*ck is Social Media Now?,” by Marta Kagan, Nespresso
    • And for businesses too 54% SMBs use social  media to promote their  business Source: www.forbes.com
    • .. With increasing revenue spent on social media UK social marketing spend  expected to reach €83M  in 2010 (55% increase vs. 2008) Source: Forrester Social Media Forecast April 2010
    • Social Media is everywhere ...
    • Consumers like the same websites, but for different  needs Q Thinking about where you go to find out information about products, brands and services. Which of the following websites are you likely to visit to ... Websites  Trusted for  For forums/  for... Finding information recommendations discussions Google 79% 42% 17% Amazon  44% 44% 15% Wikipedia 31% 9% 6% bbc.co.uk 26% 19% 17% Yahoo  20% 13% 10% Facebook 10% 8% 34% MSN 10% 5% 9% YouTube 10% 4% 10% Twitter 2% 1% 7%Base: 1047 British adults, August 2010
    • The internet is.... Q Please type in .. the first 3 words that come to mind when thinking about how you would describe the internet.Base: 1047 British adults, 124 British adults aged 18-24, August 2010
    • .. but is more fun & social for 18‐24s Q To what extent do you agree .. that the Internet is..? (Rating 8-10) 89% Useful 92% 88% Informative % All adults 87% 70% % 18-24 yr olds Entertaining 79% 68% Fun 78% 54% Social 77%Base: 1047 British adults, 124 British adults aged 18-24, August 2010 Source: Ipsos MORI
    • Social sites are destination sites for 18‐24s 18‐24s are most likely  to first visit social  networking sites when  logging on to the web Source: Ipsos MORI
    • Sites not traditionally associated with social  networking are also viewed as social 1 in 5 view bbc.co.uk as highly social  (rating 8‐10 out of 10) 30% of daily  bbc.co.uk users  would be happy to  engage in a forum on  the siteQ To what extent do you agree that bbc.co.uk is social?Base: 1047 British adults, August 2010 Source: Ipsos MORI
    • Using the internet is in itself a social activity 70% Occasionally Regularly 59% Always 56% 43% 42% 42% 41% 34% 31% 22% 32% 29% 20% 16% 16% 12% 9% 9% 10% 7% 8% 7% 2% 2% YouTube Facebook MySpace Flickr Twitter MSNQ How often, if at all, do you tend to look at websites together with others?Base: all past month users, August 2010 Source: Ipsos MORI
    • ... and particularly for 18‐24s All adults Aged 18-24 77% 70% 68% 62% 59% 56% 56% 55% 49% 49% 48% 45% 41% 37% YouTube Facebook eBay Google Amazon MSN YahooQ How often, if at all, do you tend to look at websites together with others?Base: all past month users, August 2010 Source: Ipsos MORI
    • 18‐24s are as likely to be on social networks as out with  friends 71% ‐ Staying in and talking to friends / family 65% ‐ Going out with friends and family All adults 44% ‐ Chatting via social networks with friends / family 87% ‐ Staying in and talking to  friends / family 18‐24 year olds 77% ‐ Going out with friends and  family 78% ‐ Chatting via social networks  with friends / familyBase: 1047 British adults, 124 British adults aged 18-24, Online representative sample, August 2010 Source: Ipsos MORI
    • 18‐24s do more of everything! And multi‐task!Q Which if any of the following have you done in the past week?(Average number of mentions)Base: 1047 British adults, 124 British adults aged 18-24, August 2010 Source: Ipsos MORI
    • Those with mobile internet are particularly social Source: Ipsos MORIBase: 1047 British adults, 233 British adults who use a mobile /PDA to access the internet, August 2010
    • There is a high degree of trust in online sources if  they are from like‐minded people % Low (1-4) % Mid (5-7) % High (8-10) Review website 12 37 42 Reviews on a blog 19 42 27 Reviews on a social networking 22 39 26 site from people you know Newspaper reviews 19 48 25 A TV ad 34 42 14 Q How would you rate the trust you have in the following?Base: 1047 British adults, August 2010 Source: Ipsos MORI
    • 1 in 5 18 ‐24 year olds has liked a product/brand Q Have you done any of the following in the past month? 13% % All adults Liked a product / brand on Facebook 21% % 18-24 yr olds Watched video / ad about a product / 11% brand on YouTube 15% All adults Become a fan of a product / brand on 10% Net: any Facebook activity 22% Facebook 15% Net: any YouTube activity 12% 18-24s 7% Net: any Facebook activity 32% Liked a video / ad by a product / Net: any YouTube activity 18% brand on Facebook 13% Recommended a product / brand on 6% Facebook 6%Base: 1047 British adults, 124 British adults aged 18-24, August 2010
    • And these are not just existing customers We asked people how well they know the brands whose videos they share or who they ‘Like’? 70% know well 65% know well 42% are a customer of 40% are a customer of2,217 respondents who look at brand content on each site Source: OTX2
    • Sharing ads and “liking” brands increases affinity 3 in 4 people say this  impacts how they feel  about the brandQ6e/Q6ee. Sample = 1,426 & 1,878 users of YouTube & Facebook respectively who have shared brand videos/’liked’ a brand Source: OTX
    • Recommendations  impact behaviour 1/3 of users act upon  recommendationsBase: all past month users, August 2010 Source: Ipsos MORI
    • Social media campaigns are an opportunity...
    • ..to engage consumers with your brand
    • ..any brand!
    • ..and work across platforms
    • People want to talk to you but:Of those contacting brands.... 69% were satisfied with the response 14% were dissatisfied 8% received no response at allBase: n=84 British adults who have contacted a brand/company via a social networking site, August 2010 Source: Ipsos MORI
    • What we really want is... Separation!Imagine you could create the perfect social networking site for the future. What would it look like and what features would it have?Base: 1047 British adults, August 2010 Source: Ipsos MORI37
    • In summary 1 Social media extends beyond networking sites 2 Brand interactions on social media count 3 You can reach new audiences Looking forward, consumers want more closed  4 networks
    • Thank you!