Social Media
Key trends, impacts and role for brands

IAB Europe Interact June 12th 2009               globalwebindex.net
...
Today

Preliminary results from the Global Web Index UK and US data

Motivations for using the web
Social media usage tren...
Trendstream – global technology focus

Dedicated to understanding the global impact of communications
technology



      ...
About me: 4 years of social media research
     Previously, Head of Consumer
     Futures at global media agency
     Univ...
The Global Web Index

     What: Research service that measures the web world-wide,
     focusing on behaviour, motivation...
New focus



            Consumer                     Purchasing



                          Web + Social
               ...
32,000 consumer opinions annually




                                                   June 2009




                   ...
16 markets at launch

                                                      Netherlands

                           Canada...
Delivering with Lightspeed

                       Survey design. Analysis. Insight. Trends.
                       Presen...
Social media: hundreds of access points
                          Blogs

                Micro-             Forums
       ...
Social Media: changing the whole web

                      •   A movement
                      •   Consumer driven
     ...
Social fulfils our motivations
UK: Purchase driven




                                    Think about how important these reasons are 
                 ...
Top drivers: Knowledge. Connection. Entertainment


                                                                      ...
Age: motivations are consistent

             18-34                              35-54                                    ...
Women: more motivated to stay in touch




                             Source: Global Web Index, Pilot survey. UK data. J...
55+: Opinions not content




                            Source: Global Web Index, Pilot survey. UK data. June 2009
Knowledge: driven by social media

• 83% use search to research
  purchases
• Search increasingly
  dominated by consumer
...
Knowledge: broken by social media


• Hudson river crash
• Turkish airlines crash at
  Schipol airport
• Mumbai terrorist ...
Entertainment is social

• YouTube
   – 1.2bn streams a day
   – Last year more bandwidth
     than the whole internet in ...
Social media is mass market
Video leads passive. Photos number 1 sharing channel




globalwebindex.net                Source: Global Web Index, Pilot...
Men lead content creation




globalwebindex.net               Source: Global Web Index, Pilot survey. UK data. June 2009
Clear age bias in content creation




globalwebindex.net                  Source: Global Web Index, Pilot survey. UK data...
Clear Hierarchy

              Video

             Forums

              Photos

         Social Networking

             ...
Video – driven by social media
US Video – incredibly active sharing environment

    62% watch a week
    30% share
    20% upload




                  ...
In scale – already the size of network TV
                                                           Weekly universe estim...
Music and UGC lead consumption




globalwebindex.net                    Global Web Index USA pilot survey January 2009
Social media driving the viewing landscape




                                      Global Web Index USA pilot survey Jan...
Social video: engages a premium audience
                                          Viewed video on a blog in last 7 days

...
Sharing: Small minority drive the mass of sharing




                                       Global Web Index USA pilot su...
Sharing is external and informal




                                   Global Web Index USA pilot survey January 2009
Transforming the moving picture

• Mass market video platforms
  just over 3 years old
• In ten years: Global TV
  platfor...
Social Media – The impact
Typically friendship groups shrink with age

                         18-24                                               ...
Massive digital connections maintain contacts

                            18-24                                          ...
Networks of strangers




      9%                  4%                         0.3%


  Facebook              LinkedIn    ...
We trust strangers more than professionals
                                                                  How much do y...
Trust of strangers higher in younger groups

                    18-24                                               55+
1...
New perspective on the world

• Trust total and complete
  strangers
• Globally connected
• Strangers drive our
  knowledg...
Social Media – Role for brands
Demand for 2 way involvement




                                                                                      Imp...
Demand for 2 way involvement



           Page in a     Listening to
             social     comments in
           netwo...
New role in Social Media

•   Listening
•   One to one conversation
•   Driving advocacy
•   Challenge for advertising
   ...
Drives business
New role for advertising in Social Media

• Communicating groups,
  forums etc
• Sponsorship
• Supporting content / platfo...
Summary

      •   Social media is transforming the web
      •   Consumers driving content consumption       Netherlands
...
More information
    globalwebindex.net

    Global data in July

    Report to download now:
    Online Video: 2009 is Pr...
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Social Media: Key Trends, Impacts And Role For Brands

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The presentation at the Research Showcase on Social Media-- Preliminary results from the Global Web Index UK and US data

* Motivations for using the web
* Social media usage trends
* How social media is driving change – video example
* The impact of social media
* Role for brands and challenge for advertising

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Social Media: Key Trends, Impacts And Role For Brands

  1. 1. Social Media Key trends, impacts and role for brands IAB Europe Interact June 12th 2009 globalwebindex.net Tom Smith Trendstream Director tom@trendstream.net
  2. 2. Today Preliminary results from the Global Web Index UK and US data Motivations for using the web Social media usage trends How social media is driving change – video example The impact of social media Role for brands and challenge for advertising
  3. 3. Trendstream – global technology focus Dedicated to understanding the global impact of communications technology Communications Technology  Global Web Index focused research  Trend‐watching Education / training
  4. 4. About me: 4 years of social media research Previously, Head of Consumer Futures at global media agency Universal McCann Created ‘Wave’, global tracking research into social media usage, measuring adoption and usage in over 30 countries globalwebindex.net
  5. 5. The Global Web Index What: Research service that measures the web world-wide, focusing on behaviour, motivations and impact How: Based on 32,000 consumers surveys a year in 16 markets Output: Access data through an online tool, trend overviews, analysis and bespoke reports globalwebindex.net
  6. 6. New focus Consumer Purchasing Web + Social Media Marketing / Brands Comms
  7. 7. 32,000 consumer opinions annually June 2009 December 2009 16-64 active web users (online monthly) Representative by age, gender, income volume of usage, region Self completion online questionnaires conducted via Lightspeed global panels Wave 1 Wave 2 30 minute survey 16,000 16,000 respondents respondents Local language 32,000 annual survey release globalwebindex.net
  8. 8. 16 markets at launch Netherlands Canada UK Russia South Korea Germany China USA France Japan Spain Italy Mexico India Brazil Australia globalwebindex.net
  9. 9. Delivering with Lightspeed Survey design. Analysis. Insight. Trends. Presentations. Workshops. Scripting. Panel management. Data Collection. Data processing. globalwebindex.net
  10. 10. Social media: hundreds of access points Blogs Micro- Forums blogs Podcasts Social Wikis Media Photo Video Sharing Video Sharing
  11. 11. Social Media: changing the whole web • A movement • Consumer driven – Network – Content – Knowledge • Everything socialised
  12. 12. Social fulfils our motivations
  13. 13. UK: Purchase driven Think about how important these reasons are  for you using the Internet. globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
  14. 14. Top drivers: Knowledge. Connection. Entertainment Knowledge Connection Entertainme nt globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
  15. 15. Age: motivations are consistent 18-34 35-54 55-64 Research / find products to buy Research / find products to buy Research / find products to buy Stay up to date on news / events Research how to do things Research how to do things Stay in touch with friends Stay up to date on news / events Stay in touch with friends Research how to do things Stay in touch with friends Stay up to date on news / events Entertainment Research for work Education Source: Global Web Index, Pilot survey. UK data. June 2009
  16. 16. Women: more motivated to stay in touch Source: Global Web Index, Pilot survey. UK data. June 2009
  17. 17. 55+: Opinions not content Source: Global Web Index, Pilot survey. UK data. June 2009
  18. 18. Knowledge: driven by social media • 83% use search to research purchases • Search increasingly dominated by consumer driven media • “Samsung Netbook” > 8 out of top 10 results are social
  19. 19. Knowledge: broken by social media • Hudson river crash • Turkish airlines crash at Schipol airport • Mumbai terrorist attacks
  20. 20. Entertainment is social • YouTube – 1.2bn streams a day – Last year more bandwidth than the whole internet in 2000 – Second largest search engine in the world – Just 3% can be commercialised
  21. 21. Social media is mass market
  22. 22. Video leads passive. Photos number 1 sharing channel globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
  23. 23. Men lead content creation globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
  24. 24. Clear age bias in content creation globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
  25. 25. Clear Hierarchy Video Forums Photos Social Networking Blogging Micro-Blogging
  26. 26. Video – driven by social media
  27. 27. US Video – incredibly active sharing environment 62% watch a week 30% share 20% upload Global Web Index USA pilot survey January 2009
  28. 28. In scale – already the size of network TV Weekly universe estimates Based on Comscore universe estimates of 167m users. TV universe figures sourced from WARC Global Web Index USA pilot survey January 2009
  29. 29. Music and UGC lead consumption globalwebindex.net Global Web Index USA pilot survey January 2009
  30. 30. Social media driving the viewing landscape Global Web Index USA pilot survey January 2009
  31. 31. Social video: engages a premium audience Viewed video on a blog in last 7 days globalwebindex.net Global Web Index USA pilot survey January 2009
  32. 32. Sharing: Small minority drive the mass of sharing Global Web Index USA pilot survey January 2009
  33. 33. Sharing is external and informal Global Web Index USA pilot survey January 2009
  34. 34. Transforming the moving picture • Mass market video platforms just over 3 years old • In ten years: Global TV platform? • Will be open and consumer driven • Challenge for advertising
  35. 35. Social Media – The impact
  36. 36. Typically friendship groups shrink with age 18-24 45-54 Friends Work Face to colleagues: Face: Face to Work Friends Face 32 Face to colleagues: Face to 28 Face: Face 17 28 Below is a list of different ways that you can maintain contacts with people. Please can you indicate how many people do you stay in touch with via the following means? globalwebindex.net Global Web Index UK pilot survey March 2009
  37. 37. Massive digital connections maintain contacts 18-24 45-54 Friends Work Face to colleagues: Face: Face to Work Friends Face 32 Face to colleagues: Face to 28 Face: Face 17 28 Microblog Social Network: Social Network: 43 Microblog 88 31 45 Below is a list of different ways that you can maintain contacts with people. Please can you indicate how many people do you stay in touch with via the following means? globalwebindex.net Global Web Index UK pilot survey March 2009
  38. 38. Networks of strangers 9% 4% 0.3% Facebook LinkedIn Twitter Percentage of people I would phone up for a beer
  39. 39. We trust strangers more than professionals How much do you trust 1- 5 A family member A close friend A work colleague A neighbour A good contact on a social network A consumer who reviews on a retail website Store worker A television news reader The author of a blog you read regularly A radio presenter The main contacts on your microblog e.g Twitter A presenter on a popular television show A journalist for a national newspaper A well known celebrity CEO of a well known company Your country’s leader / politicians 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 When you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? (5 trust strongly 0 = no trust) globalwebindex.net Source: Global Web Index, Pilot survey. UK data. March 2009
  40. 40. Trust of strangers higher in younger groups 18-24 55+ 1 A family member A family member 2 A close friend A close friend 3 A work colleague A work colleague 4 A consumer who reviews on a retail website A neighbour 5 A good contact on a social network A good contact on a social network 6 A neighbour A consumer who reviews on a retail website 7 The author of a blog you read regularly Store worker 8 Store worker A television news reader 9 A television news reader A radio presenter 10 A radio presenter The author of a blog you read regularly Source: Global Web Index, Pilot survey. UK data. January 2009
  41. 41. New perspective on the world • Trust total and complete strangers • Globally connected • Strangers drive our knowledge, ideas and decisions
  42. 42. Social Media – Role for brands
  43. 43. Demand for 2 way involvement Improves my opinion of the brand Looking at the following ways that a brand can interact with you. What is your opinion ? Source: Global Web Index, Pilot survey. UK data. June 2009
  44. 44. Demand for 2 way involvement Page in a Listening to social comments in network to a social Be my provide network / friend feedback forum 24% 22% 6%
  45. 45. New role in Social Media • Listening • One to one conversation • Driving advocacy • Challenge for advertising – No media spend becomes as effective as media spend • PR + Research + Customer Service
  46. 46. Drives business
  47. 47. New role for advertising in Social Media • Communicating groups, forums etc • Sponsorship • Supporting content / platforms • Providing more relevancy
  48. 48. Summary • Social media is transforming the web • Consumers driving content consumption Netherlands • New role for brands Canada UK Russia South Korea Germany • Challenge to advertising growth USA France China Japan Spain Italy Mexico India Brazil Australia globalwebindex.net
  49. 49. More information globalwebindex.net Global data in July Report to download now: Online Video: 2009 is Primetime Slideshare.net/tomtrendstream Trendstream.net tom@trendstream.net globalwebindex.net

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