Social Media: Key Trends, Impacts And Role For Brands

Social Media Key trends, impacts and role for brands IAB Europe Interact June 12th 2009 globalwebindex.net Tom Smith Trendstream Director tom@trendstream.net

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

Trendstream – global technology focus Dedicated to understanding the global impact of communications technology Communications Technology Global Web Index focused research Trend‐watching Education / training

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

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

New focus Consumer Purchasing Web + Social Media Marketing / Brands Comms

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

16 markets at launch Netherlands Canada UK Russia South Korea Germany China USA France Japan Spain Italy Mexico India Brazil Australia globalwebindex.net

Delivering with Lightspeed Survey design. Analysis. Insight. Trends. Presentations. Workshops. Scripting. Panel management. Data Collection. Data processing. globalwebindex.net

Social media: hundreds of access points Blogs Micro- Forums blogs Podcasts Social Wikis Media Photo Video Sharing Video Sharing

Social Media: changing the whole web • A movement • Consumer driven – Network – Content – Knowledge • Everything socialised

Social fulfils our motivations

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

Top drivers: Knowledge. Connection. Entertainment Knowledge Connection Entertainme nt globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009

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

Women: more motivated to stay in touch Source: Global Web Index, Pilot survey. UK data. June 2009

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 driven media • “Samsung Netbook” > 8 out of top 10 results are social

Knowledge: broken by social media • Hudson river crash • Turkish airlines crash at Schipol airport • Mumbai terrorist attacks

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

Social media is mass market

Video leads passive. Photos number 1 sharing channel globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009

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. June 2009

Clear Hierarchy Video Forums Photos Social Networking Blogging Micro-Blogging

Video – driven by social media

US Video – incredibly active sharing environment 62% watch a week 30% share 20% upload Global Web Index USA pilot survey January 2009

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

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 January 2009

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

Sharing: Small minority drive the mass of sharing Global Web Index USA pilot survey January 2009

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 platform? • Will be open and consumer driven • Challenge for advertising

Social Media – The impact

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

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

Networks of strangers 9% 4% 0.3% Facebook LinkedIn Twitter Percentage of people I would phone up for a beer

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

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

New perspective on the world • Trust total and complete strangers • Globally connected • Strangers drive our knowledge, ideas and decisions

Social Media – Role for brands

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

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%

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

Drives business

New role for advertising in Social Media • Communicating groups, forums etc • Sponsorship • Supporting content / platforms • Providing more relevancy

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

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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