Social Media Spotlight NL


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Social Media Spotlight is a Millward Brown multi-client research, which is being conducted to study and assess the status quo of social media usage and attitude here in The Netherlands.

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  • A Blend of Art and Science It also takes a balance between the quantitative world of objective information and the qualitative world of subjective insight. Millward Brown defines itself by this balance, thriving on the holistic blend of data and interpretation that produces results neither could achieve alone. It’s this unique mix of right-brain art and left-brain science—fact and emotion—that makes us who we are.
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  • Social Media Spotlight NL

    1. 1. Social Media Spotlight NL LEARNINGS 2012 FOR 20131
    2. 2. Background studySocial Media Spotlight is a Millward Brown multi-client research, which is being conducted to study and assessthe status quo of social media usage and attitude (here in The Netherlands).Respondents were recruited by SSI via multiple -independent- sources (combining the control of panels and thescope of the Internet) and multi faceted (mobile, tablet, desktop) sampling (net sample: N=5212).We elaborated on Social Media as a general principle plus we discussed in detail the Buzz 5. These are the 5platforms that brought the most rumor and/or activity in 2012 (Facebook, Twitter, YouTube, LinkedIn, Google+).Our large sample enabled us to assign respondents – aside from a general part – fully to in-depth questionnairesabout one specific platform.The online survey for Spotlight 2012 was completed between 25th April and 10th May 2012.This research study has been conducted in accordance with the rules of conduct of Millward Brown andthe ISO 20252-certificate which we possess, and also the MOA-terms of delivery. Our Corporate SocialResponsibility and Code of Business Conduct are mentioned on www.millwardbrown.nlFor further information on or participation in Social Media Spotlight 2013, please contact Yob Dippel (DirectorDigital & Social Media) via or m: +31(0)6 51 32 56 50.
    3. 3. “The most reliable way to anticipate the future is by understanding the present” - John Naisbitt -3
    5. 5. Social Media perception W H AT ‟ S O U R S TA N D5
    6. 6. Pretty happy Campers People grown to value the benefits that Social Media currently provide. People are quite comfortable with the way they act now on Social Media. There is no evident need for more or better. Although the majority understands that the scope of Social Media is (much) bigger than what they use and are familiar with, people do not feel they are missing out on important things. Few express a desire or intent to lower their use (11%).6
    7. 7. We feel comfortable General perception: Social Media does not have a significant influence on my real life What we believe how you act yourself determines your privacy and security vulnerability7
    8. 8. Social Media are products In a broad definition of Social Media the potential target group is pretty much everyone online. Social Media: any online platform or channel for user generated content. However, profile sites such as Facebook and Google+ are the quintessence of Social Media. WHAT BELONGS TO SOCIAL MEDIA ACCORDING TO PEOPLE? We disagree ► ◄ We agree Overall, people tend to think more in terms of „products‟ than in an organic process, despite the fact that in the end (and also in the beginning) this is what Social Media is all about.8
    9. 9. Social Media demographics HOW DO WE PROFILE9
    10. 10. Meet mr. Jones on Social Media… and his son Age 35-54 Steady job Not single, living w/others middle education Youngsters Relative differences: • More time, more different moments • More increase in usage past 6 months, but expect more decrease in usage 1-4 hrs/week on Social Media  near future Facebook, Twitter & YouTube more popular During the evenings At home More active: both marking, posting, reacting & discussing Wider variety of activities / person10
    11. 11. No big surprises General popularity (any visit) YouTube, Marktplaats and Facebook by far most visited by Social Media population in NL (62%) (69%) (43%) still very small in NL in 2012, Visit frequency (at least monthly) with 9% being occasional visitors (49%) (55%) (39%)11
    12. 12. Profiles monthly+ visitors 55% of people on Social Media Average: 55% visit Facebook at least monthly 72% 16-34 years 62% females Average: 16%57% middle educated 28% 16-34 years Average: 4% 19% higher educated 6% males 5% higher educated Average: 13% Average: 49% 17% males 64% 16-34 years 27% higher educated AGE 53% males 53% higher educated AGE AGE53% of higher educated people visit YouTube monthly+ (relatively higher portion since average is 49%) AGE AGE12
    13. 13. Social Media attitude HOW DO WE FEEL13
    14. 14. Not every fan is the same Social media use and online behaviour can be explained in various ways. Attitude is a major determinant. Attitudinal attributes and behaviours are sometimes logically related, but it doesn‟t always correspond... There is more to the behavioural picture than meets the eye. In the Netherlands, 5 homogeneous Social Media attitudinal segments can be distinguished. All these segments are of comparable size. Social media users can be plotted by 2 core attitudinal dimensions: to what extent do they indicate to what extent are people that there‟s a receptive to the opportunities deeper feel to their participation of Social Media on Social Media14
    15. 15. 5 different stereotypesEfficient Experienced•Looking for ROI, searching for benefits •Social Media Integrated in life•Personal if it serves the purpose •Willingness to explore, open to brands•Open to brand benefits, not to social interaction •Impulsive and pro-active in actions Passive •Low belief in potential, feel it is overrated •Low interest, no dynamics in profile •Mostly impulsive, not plannedDefensive•Forced feeling (only way, better)•Limited interest & belief (deadlock)•Hold back on personal content Involved •Active within comfort zone, at home •Concentrate on personal content •Sceptical on brands15
    16. 16. Social Media activity HOW DO WE ACT16
    17. 17. Smile, you’re on Social Media Voicing negative emotions or comments in posts is not popularly done, and neither is reacting to these. Instead, expressions of agreement, humour and content that express personal interests characterise the nature of Social Media. Moreover, very practical content, opinions and news-related posts lead to the fewest reactions on Social Media. „don‟t take it all too seriously‟ seems to be the motto of Social Media users.17
    18. 18. Limited dynamics Generally, the youngest are Across age-groups, theres a vast variety in content features the most enthusiastic and undertake the widest variety (both in posting and reacting) and diversity in motivations of activities on Social Media. cited for augmenting one’s social community.18
    19. 19. Getting in the purchase game The role of Social Media in making purchase decisions is still fairly limited, but it is present in purchase decision funnels. around 13% on average decisionsSocial media is currently most influential in the purchase of electronics. In this context, consumers most value the opinion of expertsInfluence in the purchase of electronicsis slightly higher than for purchasingservices or smaller products.19
    20. 20. Platform identities ZOOMING IN ON THE BUZZ 520
    21. 21. Zoom in for a reason The buzz 5 sites tested clearly exhibit individual identities and „user rules‟. One (inter)acts differently on twitter than on Facebook, and Google+ is also not (yet) the same as the latter. In addition, if a video is posted on YouTube, the reasoning behind this is not per se the same as that behind the posting of a video elsewhere.21
    22. 22. Intens & private Facebook and runner up twitter lead the pack when it comes to the label „intensive usage‟. All buzz 5 platforms score >50% for at least regular usage. LinkedIn has the lowest score for intensity of usage. Overall: very strong focus on using platforms privately Exception: LinkedIn much more in balance private/business But: only 9% uses it just for business purposes underlines the importance of personal (i.e. career) even for business platform LinkedIn.22
    23. 23. Posting yourselves The reasons for posting on Twitter are the most broad (divers)of all platforms; Facebook and Twitter both lean heavily towards content pertaining to the members‟ personal lives. A remarkable finding is that people on Google+ are strongly motivated to inform others with their posts. This rates only second after entertaining and daily sharing. This is very different from Facebook YouTube and LinkedIn score high on explorative activity which is often goal-oriented. Placing actual posts (updates, uploads) is far less popular here23
    24. 24. Building an audience The use of Google+ has been labelled less personal. The question remains as to whether this is by choice or based on available circles. It is also difficult to explain why people tend to be more selective in building their Google+ network. Also significantly different from Facebook.24
    25. 25. You start, I’ll follow REACTING (text) is more popular than posting Reacting to other people‟s posts is the second most common practice on Facebook and Google+ (after reading) Reacting is done more often than marking posts (liking, tagging, etc.) Check-ins are quite popular to post ► Reactions to check-ins occur seldom. Video (rich content!) scores low for something to react to. Humorous posts trigger the most reactions; especially true for more personally oriented platforms Facebook users are more inclined to react to inspiring posts Practical messages receive more reactions on Google+. News items are most well-received and reacted upon on twitter. LinkedIn users will react most often to practical posts and news updates.25
    26. 26. Do I know you? The senders to whom Social Media users react differ greatly per platform. Users of Facebook are most strongly oriented towards people they know. Twitter is then somewhat less personal: more than half of the people also react to others whom they do not know personally or whom they do not know at all. Reacting to YouTube posts does not require a personal bond with the sender at all. Reacting to brands occurs the least on Facebook and LinkedIn Google+ and twitter show somewhat more potential, but all in all, the tendency to react to brands remains low26
    28. 28. brand connection S TA R T I N G P O I N T28
    29. 29. Business as usual People expect brands to be present on Social Media and they are generally accepting of it. Brands participate in Social Media for commercial reasons is common belief. It is too big to ignore and not get involved, but this opinion is NOT VERY MARKED. People don‟t feel „forced‟ to connect to brands. About 60% doesn‟t connect. But: brand presence on the big platforms is relatively high. And recent figures show that Social Media budgets have increased another 30% last year.29
    30. 30. To be connected.. In order to connect, brands must convince people every time of their good intentions or alternatively, by making interesting offers. Brand connection is based on expected benefits or already existing affinity Young people are generally connected with many more brands than older consumers.30
    31. 31. ..Or not to be connected One of the main reasons for not connecting is the perceived „PUBLIC‟ NATURE of the sender especially a reason on But who Main impediment for brand dialogue is not what they do they are Brand access has been substantially improved through Social Media; people‟s interest in brands has remained fairly the same.31
    32. 32. Brand new business There is no natural connection between the online and offline relationships. More than half of the brands that people are connected with online have no offline reference of any kind . Prosperous learning for brands: Social media offers a new angle for prospects.  Offline connection is not a prerequisite for an online connection  Apparently, online connections can originate solely in a communication context Within this context Q: How many of the brands you are ‘connected’ Within this contextYouTube has online the least ‘attachement’ with online, do you also consider yourself Twitter has online the strongest ‘attachement’ with existing offline brand relations to be an offline client/consumer of? with existing offline brand relations 32
    33. 33. Every pot has its lid Certain categories of brands incite more or less connecting appeal on one platform than the other. Facebook does much better on the Overall winner Twitter scores daily brands, such as shops, food high on more ‘technical’ type & drinks and health & beauty. of brands. YouTube members link LinkedIn weighs in heavily on finance relatively often with and has best fit w/services, but scores telecom/multimedia and media relatively poor on most other categories brands. This illustrates the variety of motivations individuals have in participating on the various platforms they have joined. This might also be a good explanation for why a substantial group prefers brands to be active on multiple platforms.33
    34. 34. brand interaction NEXT STEP34
    35. 35. From connect to interact Commenting Reacting Presently Sharing True interaction with brands Discussing seems almost nonexistent. Co-creating Being connected(fans, followers, etc.) remains an important basis but this does not guarantee engagement or interactivity. The correlation between „being in‟ and „being into‟ is not very strong. In general, interaction with brands is predominantly practical, not engaging. Like brands, people assess their efforts towards brands based on their ROI.35
    36. 36. Buzz 5 Interaction profiles Most of the brand connections are on Facebook .. more than half of the Social Media users having some type of connection with a brand here. .. but they have lowest proportion of people truly (inter)active with the content of connected brands. 60% = inactive! The willingness to read brand content 75% of those with a on twitter LinkedIn account have no brand connections is the highest whatsoever. of all 5 platforms. YouTube and LinkedIn generate the fewest Relatively many people indicate they have connections with brands connections with brands on LinkedIn for reasons other than the content these brands produce Among females and young people, the proportion having brand connections is greater.36
    37. 37. Some credits The most important reasons here for disconnecting with a brand are: : an overload of content : overcommercialisation Young people are generally more sensitive to these arguments. BUT: About half of the consumers has never terminated their relationship with a brand on Social Media. People on Twitter are the least loyal; approximately ¾ of twitter members have disconnected with a brand. Content should not annoy or clutter, but the Brands still get some slack, brands with which one connects are not being even when offer has been punished severely for underperforming (yet) somewhat pallid.37
    38. 38. Inactivity as main activityThere is a strong tendency to do nothingwith the brand connection or -content. Scores on passive interaction are low but are outright poor on active interaction. around 60% does nothing with the content they receive from connected brands. Twitter is most positive here, but still 43% is not paying any attention to their connected brands on this platform The main reason for not doing anything with the content is that people are generally not very active with content, and so this is also true of brand content. Lack of time is also cited as a reason, especially in the context of38
    39. 39. Passiveness as big #2 Brands are not persons, which is still a main reason for passiveness towards a brand once people connect with it. Furthermore, to explain passiveness people relate that their overall interest in brands offline and online is low. Another reason is that brand content is not considered interesting enough to merit becoming more active But: content is not always king. Motivations may go deeper. On Facebook the messages that trigger the most reactions to brands are new products, direct questions, special offers and existing products.39
    40. 40. The second very best Overall, the ways in which consumers prefer to be addressed by brands are via email Email (newsletter) is considered particularly appropriate for special offers, benefits, discounts and contests or via the brand website the brand website is ideal for offering more practical information about products or services. Classic television is now only considered most suitable for new product announcements. Social media are almost never considered as preferred communication channel. However, a broad group agrees that Social Media could be very well used as an optional channel for most types of information. It is e.g. the most suitable back-up for the announcement of events and contests. Relatively the least Social Media potential as a channel is been given to providing practical information and behind-the-scene impressions.40
    41. 41. INTO 2013 K E Y TA K E O U T S S P O T L I G H T 2 0 1 241
    42. 42. 42
    44. 44. To explain… There seems plenty of evidence Social Media is still in phase 1 of its life cycle: no true channel preference yet by users for any brand message and low interactivity in general, but in particularly with brands. Upsides – on the other hand – are the very high Social Media suitability (potential) for brand messages. Growth in the Dutch Social Media population will be modest. The most concrete next major development is mobile (focus). In 2012 just supporting, in 2013 the new remote for your life. Mobile will simplify our lives and it will become a hub for all things we do. Growth in new applications, new ways of usage and new social business models is an evident development. Putting effort in connecting and especially engaging people online remains a prosperous brand opportunity. In particular if one realizes whole new brand relationships can be build solely from the online umfeld.44
    46. 46. To explain… From the user perspective: There‟s no manifest need for more or better Social Media. People are generally happy how they made Social Media part of their life as they do. From the brand perspective: If not there yet, we‟re at the dawn of an overload of brand generated content. Social media offerings and budgets to invest in Social Media increase exponentially. Quality of content is not just important in 2013, it‟s vital. Valuable content contains of a whole set of variables: quality, given at the right time, while you‟re at the right place with the right tone-of-voice. Brands have to pick up this new responsibility very seriously to cope with expectations of user experience. To deeply understand (your) people online is key for providing something that cuts through the clutter and generates branded impact. In this sense it does not differ a great deal from traditional media like television.46
    48. 48. To explain… From the user perspective: Interaction, in terms of conversations, even within most trusted inner-circles is very low-key. Posting and reacting is generally the most advanced stage. Social media is only used for a fraction of its true interactivity possibilities. From the brand perspective: brand activations have a strong focus on higher ends of interaction, which is believed to be the strongest parameter for engagement. It‟s like scheduling a TV program at prime time that only a small group really likes. You‟ll reach your target, but it‟s far from efficient. And neither effective for other groups. In general, over half of people connects with a brand with no follow-up on that connection at all. With this in mind, one wonders what the actual use is of building large groups of fans and followers, if registration is the only commitment. Furthermore, basic interactivity and even simple sharing will be the next key parameter to build SEO authority. Google and Facebook have put the ROI in your efforts to get actually something out of your fan bases.48
    50. 50. To explain… Actual usage is something else than preferred usage. There is often a deeper layer to it. We believe Social Media attitude should be at the root of reaching (out to) online groups, and should therefore be at the core of marketing communications on Social Media. Irrespective of your definition of engagement, it should have a long term prospective. Attitudes furnish insights reaching beyond the present day, thus providing indications as to future user intent as well. Segmenting people with regard to attitude lends a better feel as to their development as a group and therefore their relevance as a target group.50
    52. 52. To explain… Magical KPI „engagement‟ has also multiple layers. Engagement is above all a qualitative variable. It seems biased to measure engagement by just numbers and fixed ratios. It might even be misleading, since very practical merits could be the main incentive of connection. In addition, aggravation and annoyance could lead to high interactivity and plenty of shallow feedback weighs in more heavily than few in-depths remarks. It is – however – very wise to first and foremost clearly define what you – as a brand – measure as engagement. Our frame definition is that Social Media Engagement is: „getting the right response‟ which results in a satisfactory feeling. Mind you, the right response (and therefore engagement) is an multi-interpretable phrase: • For sharing this could mean access to information (passive) or access to conversation (active) • For content this could mean relevant information (intangible) or offering specific benefits or privileges (tangibles). • For webcare this could mean a fast reply (quick) or a thorough process of getting to the bottom of it (profound). • For co-creation this could mean a nice assignment (input) or a serious assessment of your contribution (output). • Etc., etc. Engagement is relevant interaction on individual level. If you want to make an impact, insights on true relevance are essential to achieve your desired brand position on socials.52
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