Defining Social Networks in Switzerland 2011#1

definingsocial networksin switzerlandIssue 2011#1 Relax In The Aira RITA report

defining social networks in switzerland 2011 #1foreword This report is about social media networks that change our everyday life. Since September 2009, Defining Social Networks in Switzerland has been tracking social networks usage in Switzerland. Previously edited 6 time a year, the report has been issued twice a year since November 2010. This report has now two issues a year: Spring & Fall. We choose to make this report as transportable as it can to suit all your reader’s needs. It is freely available on Slideshare http://slidesha.re/RITA12011. For more questions, inquiries, workshops, please contact us: hello@relaxintheair.com and follow us on Twitter @relaxintheair Previous issues of the report can be found online on Slideshare: www.slideshare.net/sdufaux. 2

defining social networks in switzerland 2011 #1table of content Introduction ........................................................... Main Social Networks in Switzerland Unique Visitors Reach Age Span Male/Female Balance Average Visits per visitor Average Time on Site ........................................................... Social Networks Evolution Unique Visitors Reach ........................................................... Switzerland and other Countries Europe & World Networks lookup Some types of networks ........................................................... Trends & usage Curation Picturize your life Gamification Social shopping Social funding Collective consumption 3

defining social networks in switzerland 2011 #1introduction There are a lot of studies about social media in Europe. Surprisingly Switzerland is seldom monitored or part of European studies. In 2009, Brian Solis observed that social networks users were mostly feminine. Being not sure that the american rule was the same elsewhere, I decided to use the same tools and data as Mr Solis and see for myself. Since then, lanscape has changed and social media has surged. About our main source: Data is from Doubleclick Ad Planner, March 2011, collected in late April 2011. We don’t take this data for granted. As you know, figures are only figures. Nonetheless we are interested in having the same sources on a large time span in order to see the evolution of media consumption. 4

defining social networks in switzerland 2011 #1introduction Raw data was collected for a selection of 66 sites and social platforms, covering 11 countries: Switzerland, France, Germany, Italy, UK, Spain, Netherlands, USA, Russia, Brazil and Japan. The analysis reflects the 20 most popular social networks in Switzerland. Data about third-party applications like desktop apps or mobile apps are not included in this report. backtype.com getsatisfaction.com ning.com tumblr.com bebo.com gist.com orkut.com tweetdeck.com blip.tv googlewave.com paper.li twitpic.com blogger.com gowalla.com peoplebrowser.com twitter.com brightkite.com hi5.com picasa.com typepad.com buzz.yahoo.com hollrr.com plancast.com ubervu.com dailymotion.com hootsuite.com plaxo.com uservoice.com deezer.com identi.ca posterous.com ustream.tv delicious.com instagr.am qik.com vimeo.com digg.com itunes.com quora.com wikipedia.com disqus.com last.fm reddit.com wordpress.com evernote.com lifestream.fm salesforce.com xing.com facebook.com linkedin.com scribd.com yammer.com flickr.com mixx.com scvngr.com yelp.com foursquare.com movabletype.com seesmic.com youtube.com friendfeed.com myspace.com slideshare.net friendster.com naymz.com stumbleupon.com 5

Main social Networks in CH

defining social networks in switzerland 2011 #1main social networks TOP 20 Unique Visitors CH - Unique Visitors (03.2011)5000000 46000004000000300000020000001000000 690000 470000 430000 380000 350000 200000 200000 170000 150000 120000 110000 47000 39000 33000 32000 30000 29000 20000 18000 0 facebook.com dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com posterous.com 7

defining social networks in switzerland 2011 #1main social networks TOP 20 Country Unique Visitors | Facebook has been the leader for months. Zuckerberg’s service is really far upfront. Some people argue that several millions of accounts are trolls (false accounts) or accounts of passed away people. Even if this is true, Facebook is still be the largest community of our time. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 8

defining social networks in switzerland 2011 #1main social networks TOP 20 Reach CH - Reach (03.2011)70 % 61.0 %60 %50 %40 %30 %20 % 9.2 %10 % 6.3 % 5.7 % 5.1 % 4.7 % 2.6 % 2.6 % 2.2 % 2.0 % 1.6 % 1.5 % 0.6 % 0.5 % 0.4 % 0.4 % 0.4 % 0.4 % 0.3 % 0.2 % 0% facebook.com dailymotion.com twitter.com posterous.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com 9

defining social networks in switzerland 2011 #1main social networks TOP 20 Country Reach | Reach progress follows the Unique Visitor curve. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 10

defining social networks in switzerland 2011 #1main social networks TOP 20 CH - Age Span (03.2011) facebook.com 0-17 dailymotion.com 18-24 twitter.com 25-34 35-44 flickr.com 45-54 linkedin.com 55-64 myspace.com 65 hi5.com xing.com orkut.com vimeo.com Age Span | scribd.com tumblr.com slideshare.net The 35-44 segment is the most ning.com present on social networks. Thestumbleupon.com digg.com 18-24 segment is underrepresented twitpic.com here. Those informations are last.fm delicious.com estimated as they are combining posterous.com sample user data from various 0% 25 % 50 % 75 % 100 % Google products and services and opt-in direct-measured site-centric data. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 11

defining social networks in switzerland 2011 #1main social networks TOP 20 CH - Male/Female Balance (03.2011) facebook.com H dailymotion.com F twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com orkut.com vimeo.com scribd.com tumblr.com slideshare.net F/M Balance | ning.comstumbleupon.com digg.com The balance between male and twitpic.com female usage of social networks is last.fm delicious.com unchanged and mostly male. posterous.com 0% 25 % 50 % 75 % 100 % Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 12

0 5 10 15 20 25 30 facebook.com dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com main social networks Note: No data for Youtube Switzerland in Doubleclick AdPlanner. xing.com orkut.com TOP 20 vimeo.com scribd.com tumblr.com slideshare.net CH - Avr. Visits per visitor (03.2011) ning.com stumbleupon.com digg.com twitpic.com defining social networks in switzerland 2011 #1 last.fm delicious.com13 posterous.com

defining social networks in switzerland 2011 #1main social networks TOP 20 CH Global Avr. Visits per visitor (03.2011)403530252015 Average Visits |10 An average of 26 visits 5 per month for the0 classical Facebook user. Twitter: 3.3 visits, facebook.com dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com posterous.com Linkedin: 2.7 visits. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 14

0 5 10 15 20 25 30 facebook.com dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com main social networks Note: No data for Youtube Switzerland in Doubleclick AdPlanner. xing.com orkut.com TOP 20 vimeo.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com CH - Average Time on Site, in min. per month (03.2011) digg.com twitpic.com defining social networks in switzerland 2011 #1 last.fm delicious.com15 posterous.com

defining social networks in switzerland 2011 #1main social networks TOP 20 CH Global Average Time on Site, in minutes (03.2011)30252015 Average Time on site |10 Facebook is definitely a 5 place people like to spend 0 their time: on average 25 minutes per month. facebook.com dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com posterous.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 16

Social Networks’ Evolution

defining social networks in switzerland 2011 #1Social networks’ evolution September 2010 March 2011 CH - Unique Visitors (03.2011)5000000 46000004000000300000020000001000000 690000 470000 430000 380000 350000 200000 200000 170000 150000 120000 110000 47000 39000 33000 32000 30000 29000 20000 18000 0 facebook.com dailymotion.com twitter.com posterous.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com 18 Note: Unique Visitors - The estimated, unduplicated number of people who visit a site over a specific month. With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.

defining social networks in switzerland 2011 #1Social networks’ evolution Country Unique Visitors | Globally all social networks are gaining users. Gaining 2 billions unique visitors (UV) in 6 months time, Facebook breaks the 4 billions users limit, with 4’600’000 unique visitors in March 2011. According to Bernet PR agency, Facebook users in Switzerland were 2.52 millions in March 2011. Hypothesis: Privacy issues make people delete cookies on their computer more often. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 19

defining social networks in switzerland 2011 #1Social networks’ evolution September 2010 March 2011 CH - Reach (03.2011)70 % 61.0 %60 %50 %40 %30 %20 % 9.2 %10 % 6.3 % 5.7 % 5.1 % 4.7 % 2.6 % 2.6 % 2.2 % 2.0 % 1.6 % 1.5 % 0.6 % 0.5 % 0.4 % 0.4 % 0.4 % 0.4 % 0.3 % 0.2 % 0% facebook.com dailymotion.com twitter.com posterous.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com 20

defining social networks in switzerland 2011 #1Social networks’ evolution Country Reach | The reach data follows the Unique Visitors one. Nonetheless some networks are on the loss: Xing (2.7% to 2.6%), Last.fm (0.5% to 0.4%), Delicious (0.4% to 0.3%). With 61% reach (Sept. 2010: 42.9%) for Facebook, Switzerland is far above worldwide average: 46.7%. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 21

500000 700000 0 100000 200000 300000 400000 600000 March 2011 dailymotion.com September 2010 twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com Social networks’ evolution orkut.com vimeo.com scribd.com tumblr.com slideshare.net CH - Unique Visitors (03.2011) ning.com stumbleupon.com digg.com without face twitpic.com last.fm book defining social networks in switzerland 2011 #1 delicious.com posterous.com22

defining social networks in switzerland 2011 #1Social networks’ evolution Country Unique Visitors | Let’s take a closer look at those figures without the noisy Facebook data. Dailymotion rockets from. Twitter, Flickr, Linkedin but also media sharing networks like Vimeo, Scribd or Slideshare double their Unique Visitors. MySpace, Xing or Ning are rising more softly. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 23

defining social networks in switzerland 2011 #1Social networks’ evolution September 2010 March 2011 CH - Country Reach (03.2011) without face10 % book 9.2 %9%8% 7% 6.3 %6% 5.7 % 5.1 %5% 4.7 %4%3% 2.6 % 2.6 % 2.2 % 2.0 %2% 1.6 % 1.5 % 1% 0.6 % 0.5 % 0.4 % 0.4 % 0.4 % 0.4 % 0.3 % 0.2 %0% dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com posterous.com last.fm delicious.com 24

defining social networks in switzerland 2011 #1Social networks’ evolution Country Reach | Surprisingly Xing loses 0.1% reach even if it gains 40’000 Unique Visitors. This is probably due to social media fragmentation and users having to handle several networks who then must make a choice of networks to concentrate on. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 25

Switzerlandand other countries

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach - Swiss Neighbors (03.2011)90 %80 %70 %60 %50 %40 %30 %20 %10 % 0% Switzerland France Germany Italy Global facebook.com youtube.com twitter.com wordpress.com dailymotion.com flickr.com linkedin.com myspace.com orkut.com scribd.com blogger.com tumblr.com hi5.com slideshare.net vimeo.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 27

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach - Europe (03.2011)90 %80 %70 %60 %50 %40 %30 %20 %10 % 0% Switzerland France Germany Italy UK Spain Netherlands Global facebook.com youtube.com twitter.com wordpress.com dailymotion.com flickr.com linkedin.com myspace.com orkut.com scribd.com blogger.com tumblr.com hi5.com slideshare.net vimeo.com Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 28

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach - Global (03.2011)90 %80 %70 %60 %50 %40 %30 %20 %10 % 0% Switzerland USA Russia Brazil Japan Global facebook.com youtube.com twitter.com wordpress.com dailymotion.com flickr.com linkedin.com myspace.com orkut.com scribd.com blogger.com tumblr.com hi5.com slideshare.net vimeo.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 29

defining social networks in switzerland 2011 #1facebook Social Reach - Facebook (03.2011)90 %80 %70 %60 %50 %40 %30 %20 %10 % 61.0 % 68.5 % 56.0 % 68.6 % 82.6 % 62.0 % 50.8 % 67.3 % 24.3 % 46.8 % 11.2 % 46.7 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 30

defining social networks in switzerland 2011 #1facebook Social Reach Facebook | Facebook is a terrific leader in most of the European countries. Italy remains at the top with 82.6% reach, while Switzerland is above average with 61% reach. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 31

defining social networks in switzerland 2011 #1Youtube Social Reach - Youtube (03.2011)90 %80 %70 %60 %50 %40 %30 %20 %10 % 0% 57.2 % 56.5 % 57.3 % 69.0 % 0% 68.3 % 56.2 % 43.5 % 63.0 % 51.8 % 42.9 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 32

defining social networks in switzerland 2011 #1Youtube Social Reach Youtube | Youtube is still at the top of the online video business. Sadly even if users stay all night long behind their screen, there is no data for Switzerland and Spain. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 33

defining social networks in switzerland 2011 #1Twitter Social Reach - Twitter (03.2011)30 %25 %20 %15 %10 % 5% 6.3 % 6.4 % 7.7 % 15.1 % 5.8 % 11.3 % 24.0 % 13.5 % 8.6 % 24.3 % 26.7 % 9.4 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 34

defining social networks in switzerland 2011 #1Twitter Social Reach Twitter | With 6.3% Twitter reach, Switzerland is among average use in Europe. UK and Netherland are heavy users. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 35

defining social networks in switzerland 2011 #1Flickr Social Reach - Flickr (03.2011)10 %8% 7%5%3%2% 5.7 % 4.0 % 5.2 % 9.4 % 6.4 % 7.7 % 7.6 % 8.3 % 2.3 % 7.0 % 2.7 % 4.3 %0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 36

defining social networks in switzerland 2011 #1Flickr Social Reach Flickr | Uploading and sharing images from a place dedicated to images is very popular in Europe. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 37

defining social networks in switzerland 2011 #1Linkedin Social Reach - Linkedin (03.2011)25 %20 %15 %10 % 5% 5.1 % 3.9 % 2.6 % 9.2 % 5.2 % 5.7 % 21.4 % 12.0 % 1.0 % 4.3 % 0.3 % 4.3 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 38

defining social networks in switzerland 2011 #1Linkedin Social Reach Linkedin | Linkedin is a reference for Human Resources and is still a champion in the Netherlands. Xing with 5.7% reach in Germany is a lone star (2.6% in Switzerland). – Global = all countries in the DoubleClick AdPlanner Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 39

defining social networks in switzerland 2011 #1Tumblr Social Reach - Tumblr (03.2011)5%4%3%2%1% 1.5 % 1.6 % 1.8 % 3.5 % 1.8 % 1.8 % 2.2 % 4.2 % 1.1 % 4.3 % 3.2 % 2.0 %0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 40

defining social networks in switzerland 2011 #1Tumblr Social Reach Tumblr | The social blog service Tumblr is the first easy way to publish and aggregate content. Tumblr usability helps developp the very trendy curation effect. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 41

defining social networks in switzerland 2011 #1Foursquare Social Reach - Foursquare (03.2011)1.0 %0.8 %0.5 %0.3 % 0.2 % 0.1 % 0.3 % 0.3 % 0.2 % 0.4 % 1.0 % 0.7 % 0.2 % 0.4 % 0.5 % 0.3 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 42

defining social networks in switzerland 2011 #1Foursquare Social Reach Foursquare | Foursquare geolocation service is still on the rise. Despite a large community, Facebook’s Places services is still not so popular. 1% reach in the Netherlands. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 43

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach - Video (03.2011)70.0 %60.0 %50.0 %40.0 %30.0 %20.0 %10.0 % 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global youtube.com dailymotion.com vimeo.com ustream.tv qik.com 44

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach Video | Youtube rules the world. Dailymotion is pretty active in French speaking countries, but also in Spain and Japan. The beautiful Vimeo remains a niche platform but with consistency. Professional and amateur live broadcasting Ustream platform explodes in Japan. Qik streaming service disappears in that magma with 0.1% reach in the USA. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 45

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach - Pictures (03.2011)10 %8%6%4%2%0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global flickr.com twitpic.com picasa.com Note: No data for Picasa in Doubleclick AdPlanner. 46

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach Picture | There is no real equivalent to Flickr. Twitpic is a convenient service to store pictures you take while... tweeting. Even if Instagram is very popular amongst some people, data is totally underground and still in the very early adopter world. Be patient, Instagram is a big thing. There is no data for Picasa platform even if it is a Google product. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 47

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach - Personal Branding (03.2011)25 %20 %15 %10 % 5% 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global linkedin.com xing.com plaxo.com gist.com naymz.com 48

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach Personal Branding | Linkedin dominate the world of Personal Branding. The European platform Xing makes its way in Germany and Switzerland (mostly the German part) and Spain. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 49

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach - Blogging (03.2011)30 %25 %20 %15 %10 % 5% 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global wordpress.com blogger.com tumblr.com typepad.com posterous.com movabletype.com 50

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach Blogging | Wordpress blog platform (not self- hosted) is a good bet among Spain (21.9%), Italy (18.1%) and Brazil (26.7%). Posterous service is on the rise. Tumblr reblog function makes it the most preferred platform for content curation. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 51

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach - Collecting (03.2011)12 %10 %8%6%4%2%0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global scribd.com slideshare.net digg.com stumbleupon.com delicious.com reddit.com 52

defining social networks in switzerland 2011 #1Switzerland and other countries Social Reach Collecting | Collecting and sharing links, presentation deck, docs and so on is above average in Spain and Brazil. Stubleupon is largely used in the USA and UK. Scribd and Slideshare remains the most popular services in Switzerland. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 53

trends & usages

defining social networks in switzerland 2011 #1Curation - Aggregate content by you or content from othersintroductionCuration is not new, it has been a specialized job in museums foryears. Hence now anyone can easily aggregate content fromexisting sources around a topic and publish it to their socialnetworks.This is great news for lazy bones, but the 1-9-90 ratio rule ofcreation will remain unchanged: 1% true creators of content, 9%occasional creators of content and 90% passive users onlyconsuming this content.These services are terrific but some remain of little value if totallyautomated, because anyone can do it and you don’t ‘‘really’’curate the content. 55

defining social networks in switzerland 2011 #1Curation - Aggregate content by you or content from othersstorify paper.li + tumblr Create Stories Be a publisher Social bloggingcurated.by scoop.it pearltrees + Created by Be a curator of your topic Social curation community 56

defining social networks in switzerland 2011 #1Curation - Aggregate content by you or content from othersStrategyCuration may be powerful for your brand. Imagine you organizean event or a conference with several speakers. Before, duringand after the event, content will be generated by you, by speakers,but by attendees of the event as well.In this case, curation of the event helps to give value to your owncontent and link it to other sources of interest like presentationdecks, pictures, tweets, videos, press papers and so on.In the end, all that content can be aggregated to give a longlasting imprint after the event. The good news is: the story iscurated and conveyed by your brand. That is a very clever way ofvaluting an event. 57

“Strategy without tactics is the slowest route tovictory. Tactics without strategy is the noise beforedefeat. ” sun tzu

defining social networks in switzerland 2011 #1Picturize your life - Pimp your everydayintroductionCuration - Media like pictures and videos are very incisivebecause usually, they either get your attention immediately orthey never do.Even if you are not good at taking pictures or you don’t knowanything about Photoshop, everyone is able to share pictures andenhance them with filters, put some creative labels, add doodlestickers and so on.Fun and ‘‘augmented artistic pictures’’ are the new way to tell asimple story. 59

defining social networks in switzerland 2011 #1Picturize your life - Pimp your everydayinstagram doodle booth labelbox Beautiful photo sharing Doodles on pictures Labelling on pictureshipstamatic everyday photosynth Analog digital Scheduling pictures Capture your world in 3D 60

defining social networks in switzerland 2011 #1Picturize your life - Pimp your everydayStrategyPictures are worth a thousand words. That is even truer withInstagram and a series of other applications you can use to bringyour brand to a new level.Instant sharing is nothing with a strong content strategy and atouch of creativity. And when taking a picture and sharing it iseven simpler, then you have no excuse for not doing it.These tools let you convey the idea of your brand to small butinfluent communities like Instagram. They also let you sharecontent to social media communities like Facebook, Twitter andso on. 61

Picturize your life

defining social networks in switzerland 2011 #1Gamification - about reward and pleasureintroductionGamification is nothing more than gaming rules applied to less-than-fun activities in order to make people stick to your idea.People play because they enjoy playing. When they enjoy theyplay more. Gamification can help change behavior - especiallly asexercising, saving energy or having things done - because itleverages a sense of accomplishment and competition.The pleasure of gaming is layered onto everyday activities. Ithelps people achieve goals and become aware of their actions aspart of something bigger. 63

defining social networks in switzerland 2011 #1Gamification - about reward and pleasureNike+ Free Rice Health Month Personal trainer Donating for good Improve personal habitsMint EpicWin Welectricity Manage your money Level-up your life Energy efficiency 64

defining social networks in switzerland 2011 #1Gamification - about reward and pleasureStrategyDreaming of making your brand an everyday partner for youruser’s life? Gamification is maybe for you.Gamification can be applied in several manners from a simpleand superficial touch to a fully integrated product: visual designas game-like elements, marketing driven as badges, interactiondesign as integrated progress elements or product driven as aglobal offering.Finance, energy, health, and charities categories - not to mentionothers - have, with gamification, a compelling way to drivechange. 65

Gamification

defining social networks in switzerland 2011 #1Social shopping - Compare, group and get a terrific bargainintroductionShopping online is still on the rise. Convenient, efficient andmade-it-easy for the consumer, social shopping is a world ofinfinite search: features, product comparison, user comments,way of use, feedbacks and so on.Peer recommendation delivers credibility and give consumer thebest hints. Many social shopping plateforms deliver daily timesensitive deals. Some of them play with hyper-local deals focusingon the city where consumers shop. 67

defining social networks in switzerland 2011 #1Social shopping - Compare, group and get a terrific bargainGroupon Thisnext DeinDeal + Deal of the day Discover great products Lifestyle dealsWists Qoqa + Woot Social shopping Real-time social shopping Real-time social shopping 68

defining social networks in switzerland 2011 #1Social shopping - Compare, group and get a terrific bargainStrategyHaving a product starified on a social shopping site is atremendous way of bringing your brand to its consumer.Consumers are experiencing a recession fatigue and just want tobe part of something bigger. Group buying is a form of relief forthem.We know online reasearch leads to sale. And if you are afraid notto make a single lead, it will nonetheless promote your brand asan early adopter of an new way of marketing products. 69

Social Shopping

defining social networks in switzerland 2011 #1Social funding & the future of financeintroductionFinance is a delicate but central subject in a post-recession era.Emerging disruptive financial services are not a matter of easymoney but a serious new way of making one’s project becometrue.Where traditional bank business model doesn’t apply, peer-to-peer comes first in mind: funding a project to grow an idea is thebusiness of social lending marketplace.Giving becomes an economy boost. 71

defining social networks in switzerland 2011 #1Social funding & the future of financeKiva Kickstarter Cashare + Loans that change lives Funding platform P2P bankingiminidons + Square Indinero Network of mini-donors Credit card payment Business finance 72

defining social networks in switzerland 2011 #1Social funding & the future of financeStrategySponsorship becomes a peer-to-peer and a C-2-B subject ofmatter. Small businesses and independent projects are findingseed money online through the growing trend of social lending.This is only the beginning and larger companies will soon adopt itin addition to traditionnal financial services. In the same way,paying with a mobile phone will become standard.Technology is ready. As usual, the easiest technology to use willgradually change people’s behaviour and reach a critical mass. 73

“Its not only giving financial capital,but also giving human capital. ” Beate Trück, EVPA

defining social networks in switzerland 2011 #1Collective Consumption - lending, borrowing and givingintroductionBorrowing is chic. Lending is smart. Sharing, trading, lending,renting and giving are being reinvented through networktechnologies.Consumers see environmental concerns and economic preceptsthrough a post-recession and post-eathquake-tsunami-tornadolens. The demand for sustainable goods but also for sustainablebehaviours related to their daily use is growing amongconsumers.Owning becomes less important than cutting down one’secological footprint. Culture of non-commitment is a true answerto over-consumption. 75

defining social networks in switzerland 2011 #1Collective Consumption - lending, borrowing and givingNeighborgoods Jugaad + Share some sugarSharing stuff with friends Freecycling The art of borrowingMobility + Weem Sacdunjour Clever way to go mobile Sharing in your company Luxury bag renting 76

defining social networks in switzerland 2011 #1Collective Consumption - lending, borrowing and givingStrategyProgressive digitization of goods has been revolutionizingindustries for years (music, book, movie...) and dumpingsatisfaction in owning physical objects.Similarly consumers prefer owning less while having more of aservice: renting a car for an hour becomes buying mobility.Giving objects one doesn’t use anymore is giving them a secondlife that matters. It’s a way of life.Brands can find their way with this model as consumers have theoption to try and rent their products. This is loyalty by rentingand borrowing. 77

Collective consumption

defining social networks in switzerland 2011 #1About RelaX in the air We think and design user experiences for a digital world. Just relax. Together we can make it simple. Relax in the air is a digital agency with three main competences: STRATEGY Audit Social / Brand-communication Strategic Planning Campaign Social Engagement INTERACTION Audit Interface Interaction Design Multi Plateforms Content Strategy + Delivery DESIGN Digital Branding Visual Experience 79

definingsocial networksin switzerlandIssue 2011#1 a RITA reportNext issue: Fall 2011Director & editor: Sabine DufauxContact: hello@relaxintheair.comwww.relaxintheair.com@relaxintheairMai 2011 © Sabine Dufaux for Relax In The Aircopyright 2011

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Defining Social Networks in Switzerland 2011#1

by Relax In The Air on May 29, 2011

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