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LSS'10:  Robert Barnard Decoding Digital Friends
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LSS'10: Robert Barnard Decoding Digital Friends

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Decoding Digital Friends in 2010 …

Decoding Digital Friends in 2010
Robert Barnard, CEO Decode
Marketers around the world are keen to utilize social networks to build better, deeper relationships, and to maximize marketing and communications budgets. Still, many are making decisions that are uninformed or based on unproven theories and popular perceptions. To get more value from their social media investments companies need knowledge in three main areas.

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  • 1. © Decode 2010 robert@decode.net Decoding Digital Friends Local Social Summit 2010 presented by Robert Barnard co-founder and CEO
  • 2. © Decode 2010 robert@decode.net 2 Knowledge + insights Strategy + Co-creation Ventures Decoding Young people Generation Y and Z LifeStages (from High school to young family)
  • 3. Click to edit Master subtitle style © Decode 2010 robert@decode.net Post Secondary School Student Young Singles High School students major life stages Young Couples Mature Singles/ Couples Retired People DRIVERS life schedule life stage influencers life stage media life stage interests locational concentration DEFINITION A period of time in a person's life characterized by a particular set of concerns or motives Primary School Families High Schoolers’ Parents Pre-school Families major life transitions first-time experiences
  • 4. © Decode 2010 robert@decode.net Decoding Digital Friends study 4
  • 5. © Decode 2010 robert@decode.net 43 Page 5
  • 6. © Decode 2010 robert@decode.net 66 Page 6
  • 7. Click to edit Master subtitle style © Decode 2010 robert@decode.net 7 The big strategic questions on social media: Why should you invest? What is the value of using social media? Who do you want to connect with? How are relationships being built in digital environments? What is distributed? How is content created and effectively distributed through networks? How will it affect behaviour? How are digital relationships influential? 7
  • 8. Click to edit Master subtitle style © Decode 2010 robert@decode.net Frequency of Use UK- Daily 8% 11% 20% 21% 22% 36% 50% 56% 63% 68% Write a Blog Post on Twitter / Retweet on Twitter Comment on a website or blog Maintain a profile on a virtual world Mobile Instant Messaging Instant Messaging on a computer Phone calls Email Social networking website(s) Text Messaging / SMS
  • 9. Click to edit Master subtitle style © Decode 2010 robert@decode.net The role of social media 29% 51% 55% 59% 67% I am able to communicate with organizations or brands I can learn about events that I may wish to attend It is a form of entertainment for me I am able to keep up to date on news and information I am able to connect with people I know Page 9
  • 10. Click to edit Master subtitle style © Decode 2010 robert@decode.net 82% 51% 37% 15% “I use it all the time” Page 10© DECODE 2010 www.decode.net
  • 11. Click to edit Master subtitle style © Decode 2010 robert@decode.net Social network size 283 66 0 50 100 150 200 250 300 350 400 Total High School Student Post Secondary Student Young Single Young Couple Young Parent Page 11 Total network Regular network
  • 12. Click to edit Master subtitle style © Decode 2010 robert@decode.net Strength of relationships 0 50 100 150 200 250 Best Friend Close Friends Family Friends of Friends Distant Friend People you have never met Page 12
  • 13. Click to edit Master subtitle style © Decode 2010 robert@decode.net Page 13 LifeStage networks strength 44 43 32 35 43 100 105 62 58 83 High School Student Post Secondary Student Young Singles Young Couples Young Parents Core Friends Distant Friends
  • 14. Click to edit Master subtitle style © Decode 2010 robert@decode.net Creating Using and Sharing Behaviour - UK © DECODE 2010 www.decode.net Page 14 0 10 20 30 40 50 60 70 Pictures Articles Videos Music Profiles Blogs Twitter feeds Create/upload Listen/read/look Share rating
  • 15. Click to edit Master subtitle style © Decode 2010 robert@decode.net Page 15 Sharing •  motivated either by a ‘political’ (small ‘p’) or civic cause or due to a ‘caring’ tendency ‘I can help educate those that see my profile on things they would have otherwise known nothing about. And, if all they read is the title of the article, they know just a little bit more and their horizons are broadened.’ ‘I really like passing on positive stuff … makes me feel warm/fuzzy.’ Rating •  Those who rate tend to like immediate feedback from others and are motivated by being part of a ‘collective’. ‘I'm definitely a rater as I always like to answer those quick little side surveys to see where I stack up with everyone else on the topic/subject; always with the tweets for something; don't have time to be a commentator with the back and forth online.’ ‘I'm a rater, I can express my opinion in a easier and more sleeker way than commenting.’
  • 16. Introducing Decode’s BuzzfluenceTM Index attitude + behaviour = Buzzfluence •  Identification system •  Personification device 16
  • 17. Click to edit Master subtitle style © Decode 2010 robert@decode.net Page 17 35% 30 15 24 26 High School Student Post Secondary Student Young Singles Young Couples Young Parents High Buzzfluence
  • 18. Click to edit Master subtitle style © Decode 2010 robert@decode.net Buzzfluencers have large networks 482 368 57 66 168 283 235 31 34 66 Entire social network Facebook Never met in person In-Person monthly contact Internet monthly contact Total High Buzzfluence
  • 19. Click to edit Master subtitle style © Decode 2010 robert@decode.net The Attitudinal Characteristics of Influencers •  Buzzfluencers like to be informed. More than entertained. •  Buzzfluencers like to know what’s going on in others’ lives. •  Buzzfluencers are more concerned about feeling they at the centre of their network. •  Buzzfluencers have more cohesive networks with more similar interests. But they are looking for access to more diversity. •  Buzzfluencers feel more informed by their social network. •  Buzzfluencers are truly ‘social’ users, often making friends online and allowing their public face to be seen by all. Page 19
  • 20. Click to edit Master subtitle style © Decode 2010 robert@decode.net Acting on recommendations from individuals Page 20 0 10 20 30 40 50 60 Family Best friend Close Friend Friends of Friends Distant Friends Make a Purchase Attend an event Click "thumbs up/ like" Join a group/fan page %
  • 21. Click to edit Master subtitle style © Decode 2010 robert@decode.net 0% 10% 20% 30% 40% 50% 60% A brand I am familiar with A charitable organization A social cause or issue A brand I am not familiar with My school My work My financial institution make a purchase Pass it to someone else Join a group or fan page Attend an event Acting on recommendations from organizations Page 21
  • 22. Digital Brand Relationships Page 22
  • 23. Google BBC Tesco Microsoft Channel 4 Asda Sky O2 Apple Boots Sainsbury’s iTV 23 Coca Cola Virgin Nintendo Orange Sony VISA BT Nokia McDonald's Samsung M&S Vodafone Cadbury Top 25 Liked brands With digital interactions
  • 24. Final Thoughts Focus on segmentation Be realistic about breadth and depth Make it easier to share not create Balance rating and commenting Find and emulate Buzzfluencers 24
  • 25. Click to edit Master subtitle style © Decode 2010 robert@decode.net Buying into decoding digital friends Who has bought the study so far? •  Global food and beverage companies, Leading media companies, Top Tier financial service firms, ICT leaders, Leading Educational institutions and many more. What Value will you receive? •  Be able to build more targeted effective social media strategies •  save money by making smarter investments •  find new opportunities to build better relationships with young people About Decode ✦ Decoding is about depth, not just looking at surface trends. ✦We start with 15 years of knowledge on how young people build relationships, both with one another and with brands. ✦We are research experts in youth, young adults and young families. We take a user-centred view of how to build social media strategies. ✦We have a unique model on how to value social media: it will provide partners with knowledge to get a better ROI onsocial media, and identify new opportunities for growth. Subscription fee for bespoke report and presentation:£9,500 + VAT (optional qualitative report £5,500)Comparison reports to USA and Canada are also available. 25
  • 26. Please connect Robert Barnard robert@decode.net +44 793 3014461 26