Defining Social Networks in Switzerland 2011#2

definingsocial networksin switzerlandIssue Fall 2011#2 Relax In The Aira RITAreport

defining social networks in switzerland 2011 #2foreword 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 site usage in Switzerland. This report has two issues a year: Spring & Fall. We choose to make this report as transportable as can be to suit all your reader’s needs. It is freely available for online reading on Slideshare http://slidesha.re/RITAr20112. The report as PDF is available for free download on our site: http://report.relaxintheair.com. ................................................................................................ For more questions, inquiries, workshops, feel free to contact us: hello@relaxintheair.com. Call the editors Sabine Dufaux +41 79 745 30 74 MC Casal + 41 76 539 77 01 Follow us on Website relaxintheair.com Linkedin www.linkedin.com/company/relax-in-the-air Twitter @relaxintheair Facebook www.facebook.com/relaxintheair 2

defining social networks in switzerland 2011 #2table of content 1. Introduction ........................................................................................... 2. Methodology & Sources ........................................................................................... 3. Snapshot of Switzerland - issue 2011#2 ........................................................................................... 4. Social Networks Evolution A. Comparison - Unique Visitors (UV) score 2011#1 (March) vs 2011#2 (October) • Unique Visitors (UV) • Average Number of Visits (AV) • Average Time on Site (ATS) • The big fall • Key Findings - SoLoMo - Consuming multimedia - The Big 3 - Facebook Minus - Technological thought - Brands priority • Recommandations 3

defining social networks in switzerland 2011 #2table of content 4. Social Networks Evolution B. Comparison - Unique Visitors (UV) score September 2009 vs 2011#2 (October 2011) • Key findings • Recommandations ........................................................................................... 5. switzerland and other countries • Europe & the World • Networks lookup • Some types of networks • Key findings ........................................................................................... 6. about relax in the air 4

1. introduction © Bob Jackson

Defining Social Networks in Switzerland 2011 #21. introduction There are a lot of studies about social media in Europe. Surprisingly Switzerland is seldom monitored or part of European studies. The present issue 2011#2 is the result of collecting and analyzing statistics for mainstream social networks sites in Switzerland and abroad. Hence analyzing traffic and use of social networks sites we observed user behavior and noticed Swiss market has changed since 2009: • Social networks sites in Switzerland are dominated by the Big 3 (abroad called the Big 4, with Youtube): Facebook, Twitter, Linkedin. • Since the first issue of the present report in September 2009, the evolution has shown that niche markets cannot compete on the same level that the Big 4. This doesn’t mean marketers should not explore that niche’s path. • Mobile adoption is exponentialy growing. Desktop use is in decline while users get used to mobile devices like smartphones and tablets. 6

2. methodology & sources

Defining Social Networks in Switzerland 2011 #22. methodology & sources Data come from Google Doubleclick Ad Planner, October 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. Raw data was collected for a selection of 65 sites and social platforms, covering 11 countries: Switzerland, France, Germany, Italy, UK, Spain, Netherlands, USA, Russia, Brazil and Japan. The analysis reflects the 15 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 gist.com orkut.com tweetdeck.com bebo.com googlewave.com paper.li twitpic.com blip.tv gowalla.com peoplebrowser.com twitter.com blogger.com hi5.com picasa.com typepad.com brightkite.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 getsatisfaction.com ning.com tumblr.com 8

Defining Social Networks in Switzerland 2011 #22. methodology & sourcesdisclaimer All figures are from one source: Google Doubleclick Ad Planner. We only analyze website traffic. Google Doubleclick Ad Planner does not take in count: native mobile application use, neither third party clients. Google company does not deliver any statistics for the Swiss market about the use of its own services like Youtube, Picasa, Google+, except Blogger. Of course it does not mean that Swiss people do not use those platforms. 9

Defining Social Networks in Switzerland 2011 #22. methodology & sourceswhat is our report? • Issued since 2009 • Focus on the top 15 social networks site in Switzerland market • 2 issues a year • Collecting data from Doubleclick Ad Planner by Google • 11 markets coared in issue 2011#2 • 65 platforms scanned • Website trafic only, no statistics for mobile apps 10

Defining Social Networks in Switzerland 2011 #22. methodology & sourcesmethodology data gathering analyse insight strategy action roi 11

Defining Social Networks in Switzerland 2011 #22. methodology & sourcesavailable since Famous social networks sites were founded in... 2003 > Myspace 2003 > Linkedin 2004 > Facebook (university network) 2005 > Youtube 2005 > FlickR 2006 > Facebook (opened to the public) 2006 > Twitter 2007 > Tumblr 2009 > Foursquare 2009 > Spotify 2010 > Instagram 2011 > Google+ 12

3. Snapshot of Switzerland

Defining Social Networks in Switzerland 2011 #23. Snapshot of Switzerland - issue 2011#2unique visitors (UV) TOP 15 Unique Visitors CH - Unique Visitors - UV (10.2011) 6000000 5100000 5000000 4000000 3000000 2000000 1000000 420000 390000 390000 240000 180000 160000 150000 130000 110000 84000 48000 44000 30000 22000 0 facebook.com twitter.com linkedin.com dailymotion.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 14 Note: Unique Visitors (UV) - 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 #23. Snapshot of Switzerland - issue 2011#2reach (%) TOP 15 Reach CH - Reach (10.2011) 70 % 61.9 % 60 % 50 % 40 % 30 % 20 % 10 % 5.2 % 4.7 % 4.8 % 2.9 % 2.2 % 2.0 % 1.8 % 1.6 % 1.4 % 1.0 % 0.6 % 0.5 % 0% facebook.com twitter.com linkedin.com dailymotion.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net 15

Defining Social Networks in Switzerland 2011 #2 3. Snapshot of Switzerland - issue 2011#2 age TOP 15 CH - Age Span (10.2011) facebook.com 0-17 18-24 twitter.com 25-34 linkedin.com 35-44 45-54dailymotion.com 55-64 65 flickr.com xing.com orkut.com myspace.com vimeo.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 0% 25 % 50 % 75 % 100 % Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 16

Defining Social Networks in Switzerland 2011 #2 3. Snapshot of Switzerland - issue 2011#2 male / female balance TOP 15 CH - Male/Female Balance (10.2011) facebook.com H F twitter.com linkedin.comdailymotion.com flickr.com xing.com orkut.com myspace.com vimeo.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 0% 25 % 50 % 75 % 100 % Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 17

Defining Social Networks in Switzerland 2011 #23. Snapshot of Switzerland - issue 2011#2average visits per visitor TOP 15 CH - Average Visits per Visitor/month - AV (10.2011) 15.0 12.5 CH 10.0 7.5 5.0 2.5 0 facebook.com twitter.com linkedin.com dailymotion.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 18

Defining Social Networks in Switzerland 2011 #23. Snapshot of Switzerland - issue 2011#2average visits per visitor TOP 15 Average Visits per Visitor/month - AV (10.2011) 15.0 CH Global 12.5 10.0 7.5 5.0 2.5 0 facebook.com twitter.com linkedin.com dailymotion.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 19

Defining Social Networks in Switzerland 2011 #23. Snapshot of Switzerland - issue 2011#2average time on site TOP 15 CH - Average Time on Site - ATS (in min.) (10.2011) 30 25 CH 20 15 10 5 0 facebook.com twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 20

Defining Social Networks in Switzerland 2011 #23. Snapshot of Switzerland - issue 2011#2average time on site TOP 15 Average Time on Site - ATS (in min.) (10.2011) 30 25 CH Global 20 15 10 5 0 facebook.com twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 21

4. Social Networks’ Evolution

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolution / A. Comparison TOP 15CH Country UV > Comparison - March 2011 vs October 2011 March 2011 October 2011 CH Country UV 6000000 5100000 4800000 3600000 2400000 1200000 420000 390000 390000 240000 180000 160000 150000 130000 110000 84000 48000 44000 30000 22000 0 facebook.com twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 23 Note: Unique Visitors (UV) - 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 #24. Social networks’ evolution / A. Comparison TOP 15CH Country UV > Comparison - March 2011 vs October 2011 March 2011 October 2011 CH Country UV (without Facebook) without face 700000 book 600000 500000 420000 390000 390000 400000 300000 240000 200000 180000 160000 150000 130000 110000 100000 84000 48000 44000 30000 22000 0 twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 24 Note: Unique Visitors (UV) - 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 #24. Social networks’ evolution / A. Comparison TOP 15CH Country UV > Comparison - March 2011 vs October 2011 Comparison - March 2011 vs October 2011 (CH Country UV) facebook.com 10.9 % twitter.com -10.6 % dailymotion.com -43.5 % linkedin.com 2.6 % flickr.com -44.2 % xing.com -10.0 % orkut.com -5.9 % myspace.com -57.1 % vimeo.com -13.3 % tumblr.com 0% hi5.com -58.0 % scribd.com -60.0 % slideshare.net -6.4 % twitpic.com 0% ning.com -43.6 % -60 % -50 % -40 % -30 % -20 % -10 % 0% 10 % 20 % 25 Note: Unique Visitors (UV) - 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 #24. Social networks’ evolutionunique visitors (uv) In the last six month, UV statistics are sinking for most of the networks excepting Facebook. Since March, Facebook has gained slight traffic and levels off with 5100000 UV in October 2011. With 61.1% reach in October (March: 61%), Switzerland is far above worldwide average: 51 % (March: 46.7%). • The big 3 in Switzerland: Facebook, Twitter, Linkedin • Twitter goes down to 5.2% (March: 6.3%). • Linkedin is on the loss with 4.7% (March: 5.1%). 26

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolution / A. Comparison TOP 15CH Country reach > Comparison - March 2011 vs October 2011 March 2011 October 2011 CH Country Reach 70 % 61.9 % 60 % 50 % 40 % 30 % 20 % 10 % 5.2 % 4.8 % 4.7 % 2.9 % 2.2 % 2.0 % 1.8 % 1.6 % 1.4 % 1.0 % 0.6 % 0.5 % 0.4 % 0.3 % 0% facebook.com twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 27

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolution / A. ComparisonCH Country reach > Comparison - March 2011 vs October 2011 March 2011 October 2011 CH Country Reach (without Facebook) without face 10 % book 9% 8% 7% 6% 5.2 % 4.8 % 4.7 % 4% 3% 2.9 % 2.2 % 2.0 % 2% 1.8 % 1.6 % 1.4 % 1.0 % 1% 0.6 % 0.5 % 0.4 % 0.3 % 0% twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 28

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolution / A. ComparisonCH Country av > Comparison - March 2011 vs October 2011 Comparison - March 2011 vs October 2011 CH average Visits per Visitors (AV) facebook.com -72.3 % dailymotion.com -52.0 % twitter.com -48.5 % flickr.com -35.0 % linkedin.com -40.7 % myspace.com -99.5 % hi5.com -56.1 % xing.com -48.7 % orkut.com -59.3 % vimeo.com 712.5 % scribd.com -43.3 % tumblr.com -40.7 % slideshare.net -26.7 % -100 % 0% 100 % 200 % 300 % 400 % 500 % 600 % 700 % 800 % 29

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionaverage number of visits (AV) The average number of visits per user/month is sinking too. Stats do not take in account mobile apps’ use like Facebook and Twitter native apps and also third-party clients like Hootsuite, Tweetdeck, Seesmic, etc. • Facebook minus 72.3% (!) with an average of 7.2 visits per user/month in October (March: 26) See Facebook minus! slide #37 • Twitter minus 48.5% (!) with 1.70 visits per user/month (March: 3.3) • Vimeo rockets to 712.5% but it must be a data aberration (or Vimeo started trending among mainstream audience. It’s a video platform with a very strong User Centered Design interface). 30

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionaverage time on site (ATS) no graphic The user spends more time by visits and we see a clear raise since march on media oriented platforms like: • Dailymotion (+26% with 1310), • Vimeo (+57% with 8), • Flickr (+14.3% with 8), • Scribd (+55.9% with 530). We need to keep in mind that statistics don’t tell what kind of content is shared and published. Quantity vs quality. • Facebook loses 8% (2140), • Twitter minus 4% (710). 31

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionthe big fall MySpace has lost its shine facing Facebook, Youtube and other communities specialized in streaming music like Spotify, etc. According to some strategical faux-pas by MySpace, the company didnt catch up with Facebooks Page and the growing success of video media on Youtube, Vimeo and Dailymotion. • 350’000 UV (March) to 150’000 UV (October), which is minus 57.1%. • 4.7% reach (March) to 2% reach (October) • AV : 1.9 (March) to 0.01 (October). Close to zero. • ATS: 5’’40’ to 12’’20’. Maybe some users are spending time deleting their content... 32

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionkey findings A kind of slow down among users is happening around Facebook as suggested the GlobalWebIndexs in Wave 5 Trends report (August 2011): "Facebook is no longer the one stop shop for total internet experience". (Source: GlobalWebIndex). On top of that, users are increasingly connecting via mobile app or third party clients to their favorite social networks sites. The growing mobile adoption opens a boulevard to the most pervasive device for social use. 33

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionkey findings SoLoMo Information and media consumption is constantly changing. People are nomadic and rely actively on their smartphone to connect to their centers of interest. Users expect now to have a continuous personalized and contextual service in real-time. We call it SoLoMo: Social, Local, Mobile. According to comScore, the number of people accessing social networks sites using their mobile phone in France, Germany, Italy, Spain and UK has grown by 44% (Source: ComScore). Morgan Stanley Research expect mobile internet use to overpass desktop internet use by 2014. Finally, according to Adam Sarner from Gartner Inc., "by 2015, digital strategies, such as social and mobile marketing, will influence at least 80% of consumers’ spending". 34

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionkey findings Consuming multimedia While using desktop devices, people seem to spend more time on exploring User Generated Content (UGC) platforms like Youtube, Vimeo (video), Flickr (image) and Slideshare, Scribd (documents). Consuming video, images and documents is done on every kind of devices but is probably more convenient on desktop devices set with large screens while working, studying, analyzing and collecting information; or even watching content with your family and friends on your TV using a home sharing feature like Apple TV. iPad: most of the users consume these platforms via their Safari browser so are included in the source of our statistics. Ipad penetration in Switzerland was of 110‘000 units in 2010. Forecasts for 2011 are planning about 300’000 more units. (Source: ICTJournal and ComScore). 35

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionkey findings The Big 3 Facebook, Twitter, Linkedin (and Youtube) settle down definitely as the Big 3 (4) and the less risk-taking combinaison. But beware of those kind of easy recipe, platforms must be selected accordingly to objectives not because your competitors are using them. 36

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionkey findings Facebook minus! Minus 72.3% visits per user/month is a dramatic fall. Although a constant increase of UV and reach, the decrease on AV (probably due to growing mobile use; mobile data is not tracked by our source Google DoubleClick Ad Planner) let us wondering if the effectiveness of special adds- on (called tabs or apps) built by agencies like landing pages, competitions, forms and other features are worth the try, because they are obviously invisible to users connecting through Facebook mobile app. Visibility of Social Ads like Facebook Ads and Sponsored Stories are also questionable. How are your going to reach your custormer? • UV: 4’600’000 (March) to 5’100’000 (October) • Reach: 61% (March) to 61.9% (October) • AV: 26 (March) to 7.2 (October) visits per user/month: minus 72.3% (!) • ATS: 23’’20‘ (March) to 21’’40’ (October) 37

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionkey findings Technological thought Technology has also reached a point of convergence: mobile devices, platforms and programming languages. Mobile use is more than mobile native apps exclusively available on dedicated stores like App Store or Androïd Store. There is a surge now of web apps: a mobile version of your website or a web service developed in HTML5. It offers much more opportunities and accessibility with less expensive development. 38

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionkey findings Brands priority Reasons why going mobile should be brands priority (source: Google Think Insights http:// www.thinkwithgoogle.com/insights/featured/understanding-mobile-users/): 1. 85% of mobile devices will be web enabled by next year. 2. Mobile search has grown 4x in the past year. 3. 1 in 3 mobile searches have local intent. 4. 30% of restaurant searches are from mobile devices. 39

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionrecommandations ★ Strategy is key. If you don’t know why social media is important to your marketing strategy who will? First thing first: Do not focus on plateforms but objectives. Align social media objectives to your business and marketing objectives, understand your audience, what is the purpose of your social media program, what you will deliver, how you will engage and monitor. Only then select tools that fit accordingly to your objectives. Strategy first! ★ Deliver a seamless user experience from offline to digital marketing on every single touchpoint with the consumer: better product development, analyzing user behavior, defining user experience, great web design and tough service design. ★ Develop your brand on several platforms with purpose in order to build a rich and compelling storytelling that offers multiple touchpoints for your different targets. ★ Dont underestimate your clients and prospects: they dont make any difference between your brand online and your brand offline (in-store, hotline, event, etc.). For them your are one only brand. 40

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolution / B. ComparisonCH Country UV > Comparison - september 2009 vs October 2011 Comparison - September 2009 vs October 2011 (CH Country UV) facebook.com 168 % twitter.com 147 % linkedin.com 225 % flickr.com -8 % myspace.com -58 % scribd.com 23 % slideshare.net 193 % delicious.com -25 % digg.com -77 % friendfeed.com -100 % -100 % -50 % 0% 50 % 100 % 150 % 200 % 250 % 300 % 41 Note: Unique Visitors (UV) - 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 #24. Social networks’ evolution / B. ComparisonCH AV > Comparison - September 2009 vs October 2011 Comparison - September 2009 vs October 2011 (CH Average Visits per Visitor - AV) facebook.com -82.4 % twitter.com -81.7 % flickr.com -77.2 % linkedin.com -76.8 % myspace.com -99.9 % scribd.com -75.0 % slideshare.net -70.3 % digg.com -78.0 % delicious.com -72.1 % -100 % -90 % -80 % -70 % -60 % -50 % -40 % -30 % -20 % -10 % 0% 42

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolution / B. Comparisonseptember 2009 vs October 2011 Global evolution of social media adoption shows that use of social media has definitely become mainstream. • Increase by 168% for Facebook. Even if Facebook is still increasing its community and taking a lot of traffic from many other social networks, the adoption is slowing down. Adoption in developed countries has reached its maturity. • 147% for Twitter • 225% for Linkedin. • Youtube doesn’t deliver statistics for the Swiss market, it should have a strong reach according to reach scores in european countries (see slide 47 : Social Reach - Swiss Neighbors). • MySpace is sinking. This shows that what is considered mainstream or hype today can disappear tomorrow. Every single change or improvement social suppliers made to their services and product can be a success or can be a fatal strategic move. Today it is Facebook. Tomorrow who knows. • Delicious, a former Yahoo company, created a panic this year when a rumor invaded the net, just saying Yahoo would shut down the service. Finally users can sleep tight. Delicious has been sold to Avos Systems in April and is an ongoing service. 43

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionkey findings Social Media is not considered a fad anymore. Social media is full part of the digital marketing tools that helps brands grow and connect with their actual and future clients. Companies that keep away from taking part in the conversation choose to remain in the unknown of deaf and blind vision. The adoption of social media is now mainstream among users: we live in a post-digital world and the essence of social media is constant change. Nothing is granted. It means brands and their agencies have two missions: listening to their users and engaging them, plus keep exploring new technologies to stay competitive in this fast-moving world. While social media is still growing, we have now reached a new step toward maturity. We notice late user’s majority1 is joining the big 3 like Facebook, Twitter and Linkedin. Users of the first days reach a kind of disillusion: there are more and more devices and platforms, users dont have more time accordingly. As time goes by, more than 1 in 4 internet users in Switzerland are set with a smartphone and get to check less often their social media platform through a desktop device. Growing mobile use is key to that change. People check many times a day their social media profiles with their smartphone. More data, more information and the tease of real-time is the open door to feeling the Fear Of Missing Out (FOMO) syndroma. 1. Diffusion of innovation - http://en.wikipedia.org/wiki/Diffusion_of_innovations 44

Defining Social Networks in Switzerland 2011 #24. Social networks’ evolutionrecommandations ★ Give it a try. Not planning for social media use is more risky than doing nothing. ★ Conversations about your brand happen with or whitout you, anywhere, anytime. You had better listen to be able to engage, learn and improve if necessary. ★ Do not focus blindly on the Big 3 (Facebook, Twitter, Linkedin), maybe they are not appropriate for your brand. ★ Do not think tools and plateforms. First define your objectives: what is the purpose of social media in your marketing strategy. Why should I use it? On what purpose? ★ Partner with reliable profesionals. 45

5. Switzerlandand other countries

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriessocial reach - Europe & the world Social Reach - Swiss Neighbors (10.2011) 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0% Switzerland France Germany Italy Global facebook.com youtube.com twitter.com wordpress.com linkedin.com orkut.com dailymotion.com flickr.com tumblr.com myspace.com blogger.com scribd.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 47

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriessocial reach - Europe & the world Social Reach - Europe (10.2011) 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 linkedin.com orkut.com dailymotion.com flickr.com tumblr.com myspace.com blogger.com scribd.com Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 48

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriessocial reach - Europe & the world Social Reach - Global (10.2011) 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0% Switzerland USA Russia Brazil Japan Global facebook.com youtube.com twitter.com wordpress.com linkedin.com orkut.com dailymotion.com flickr.com tumblr.com myspace.com blogger.com scribd.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 49

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriessocial reach - Europe & the world We observed the reach of a few platforms in 11 countries. • The Big 4 dominates global social networks sites usage: Facebook (World’s reach: 51%), Youtube (46.7%), Twitter (9.2%) and Linkedin (4.7%). • European social media sites like the French Dailymotion (video) and the German Xing (personal branding) have an impressive reach in their own country but less impact on a global scale. • The famous blogging platform Wordpress grab success with its free online solution. • Linkedin has an above average reach in the Netherlands (21.8%), because of solid programs and partnerships that helped raise awareness and engagement. • Twitter is rocketing with highest participation’s rate in the Netherlands (26.4%). • The Netherlands (26.4%), Brazil (19.7%) and Japan (21.5%) are still dominating global participation on Twitter. 50

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriessocial reach - Europe & the world • Since 2009, Brazil has encountered a growing mobile phone adoption as landlines are expensive and pretty much reserved to wealthy citizens. Twitter is decreasing to 19.7% reach. • In Europe, Twitter get terrific reach in The Netherlands (26.4%), UK (15.10%), Spain (11.30%), Germany (7.7%), France (6.4%). Switzerland is not far from France, with 6.3%. Source - Twitter Brazil: http://www.time.com/time/world/article/0,8599,2026442,00.html 51

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - networks look up Social Reach - Facebook (10.2011) 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 61.1 % 67.5 % 61.9 % 81.4 % 81.6 % 74.7 % 68.3 % 75.2 % 23.9 % 67.9 % 17.7 % 51.0 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 52

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - networks look up Social Reach - Youtube (10.2011) 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0% 56.1 % 51.4 % 61.5 % 61.7 % 0% 68.7 % 62.5 % 42.6 % 75.1 % 50.8 % 46.7 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 53

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - networks look up Social Reach - Twitter (10.2011) 30 % 25 % 20 % 15 % 10 % 5% 5.1 % 6.2 % 6.3 % 16.1 % 5.7 % 12.2 % 26.4 % 13.5 % 8.4 % 19.7 % 21.5 % 9.2 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 54

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - networks look up Social Reach - Flickr (10.2011) 8% 7% 6% 5% 4% 3% 2% 1% 2.9 % 2.6 % 3.2 % 7.5 % 3.9 % 5.7 % 5.2 % 5.8 % 1.5 % 4.3 % 1.8 % 3.2 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 55

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - networks look up Social Reach - Linkedin (10.2011) 30 % 25 % 20 % 15 % 10 % 5% 4.7 % 4.3 % 2.4 % 12.1 % 5.2 % 7.6 % 21.8 % 12.3 % 1.1 % 4.7 % 0.4 % 4.7 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 56

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - networks look up Social Reach - Tumblr (10.2011) 6% 5% 4% 3% 2% 1% 1.5 % 1.8 % 2.2 % 4.7 % 1.7 % 2.5 % 2.5 % 5.3 % 1.3 % 4.8 % 2.2 % 2.2 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 57

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - networks look up Facebook - Has reached a kind of maturity and is now extending its services with new built-in features, like Spotify (social music streaming). Usage is also flocking to mobile use with brand new apps for smartphone et tablets. This mobile adoption justify a less stunning progression than ever before in our report. Youtube - People spend more time watching videos. Statistics here dont reflect the surge of video use through mobile device: Mobile subscription are cheaper and give access to more data download per month. The Youtube site redesign released on early December 2011 will for sure help grow traffic. User interface improvements and a better user experience is meant for helping to develop loyalty to the service. On top of that, Google is revamping and developing strong connection between their products and has launched a promising Think Insights (source: http:// www.thinkwithgoogle.com/insights/) Twitter - Since the beginning, the access to Twitter has been available through various desktop and mobile clients. According to comScore, Twitter has doubled its mobile audience in 2011. 58

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - networks look up Flickr - Globally on the loss. Flickr didnt catch and adapt its platform to mobile growing adoption. Companies like Instagram (5 million users and 200 million photos in less than one year for an exclusive iPhone app. It took Flickr 2 years to reach the 100 million milestone. - source: http://statspotting.com/2011/09/instagram-statistics-over-200-million-photos- total-50-million-in-august-alone/) did catch the opportunity of mobile phones camera feature you carry with you everywhere and built a terrific app. Taking pictures is a basic feature, but enhancing them with arty filters and sharing them on several social networks at a glance is a powerful way to spread your DNA whether you are a commercial brand or a personal brand. LinkedIn - Keeping the same shape in every country on a desktop basis. According to comScore Linkedin has doubled its mobile audience in one year. Connecting professionnals, taking part in groups to share once expertise, having a company page to promote products, news and job descriptions. The job search market is definitely migrating to social networks site and digital world. Googlelizing a future employee gives an snapshot of its network and let you identify weakness in their resume. Tumblr - The niche blog that uses a kind of Facebook-like and retweet-like feature help spread content from desktop as from mobile. On the rise in UK, Spain, USA and Brazil. 59

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - type of networks Social Reach - Video (10.2011) 80 % 75.1 % 70 % 68.7 % 61.5 % 61.7 % 62.5 % 60 % 56.1 % 51.4 % 50.8 % 50 % 46.7 % 42.6 % 40 % 30 % 20 % 10 % 0% 0% 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global youtube.com dailymotion.com vimeo.com ustream.tv blip.tv Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 60

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - type of networks Social Reach - Pictures (10.2011) 8% 7.5 % 7% 6% 5.7 % 5.8 % 5.2 % 5% 4.3 % 3.9 % 4% 3.2 % 3.2 % 2.9 % 3% 2.6 % 2% 1.8 % 1.5 % 1% 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global flickr.com twitpic.com picasa.com Note: No data for Picasa Switzerland in Doubleclick AdPlanner. 61

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - type of networks Social Reach - Personal Branding (10.2011) 25 % 21.8 % 20 % 15 % 12.1 % 12.3 % 10 % 7.6 % 5.2 % 4.7 % 4.3 % 4.7 % 4.7 % 5% 2.4 % 1.1 % 0.4 % 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global linkedin.com xing.com plaxo.com gist.com naymz.com 62

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - type of networks Social Reach - Blogging (10.2011) 20 % 16.3 % 14.8 % 15 % 10.0 % 10.1 % 10 % 9.3 % 8.4 % 6.9 % 6.3 % 5.7 % 5.7 % 5% 4.3 % 2.4 % 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 63

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countriesSocial reach - type of networks Social Reach - Collecting (10.2011) 4.0 % 4% 3.6 % 3% 2% 1.5 % 1.1 % 1.0 % 1.0 % 1% 0.9 % 0.6 % 0.6 % 0.5 % 0.5 % 0.2 % 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 64

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countrieskey findings Image and video are easy and ambient formats to convey an atmosphere. Mobile phones now offer powerful and reliable built-in cameras that help users in sharing in real-time pictures and videos on social networks and/or blogging platforms. Video and image use will keep growing as bandwith is increasing and telecom subscriptions cheaper. Keep it in mind! Youtube takes it all. However not every video platform convey neither the same philosophy and type of content nor respond to the same need and attract the same kind of users and contributors. Vimeo is an interesting niche network with very neat and demanding community: commercial content is not tolerated, but creatives, agencies, directors, etc. are very welcome. You wont find any kitten and baby-only videos there but truly arty and specialized content. Vimeo has an equivalent in the photo segment: Instagram. We have already declared our love for that picture app (see "Picturize your life - Pimp your everyday" in Defining Social Networks in Switzerland - Issue 2011#1). Apart from filters and geolocation, the simple use and sharing features help spread the content to different mainstream social networks sites (Facebook, Twitter, Tumblr, Posterous, Foursquare, Flickr) which in turn make not only the content visible, but Instagram app itself. It means niche communities have found a smart way to drive back mainstream communities to their services. We also observe the emergence of niche communities like Pinterest that offer personalization and helps users collect and share content on purpose. 65

Defining Social Networks in Switzerland 2011 #25. Switzerland and other countrieskey findings Niche social networks like Foursquare and Instagram that had huge social media and PR coverage in 2011 only catch up with few marketers and brands. Although reach is high among Swiss early adopters (which means lots of influencers), marketers and brands seem reluctant to explore those communities because they are not mainstream enough. As a result, some vivid early users of Foursquare quit the service because of lack of sufficient critical mass to have the full Foursquare’s experience. In Switzerland, we are currently not using these two networks properly for brands. Companies and users create huge amount of data. Some is forgettable, but others should remain available. Brands should think about archiving and making their content searchable. The best use of social media is having a self-hosted blog and cross-posting content on several social networks sites. Collecting and gathering information is capturing on-the-fly the content brands create and spread: videos, pictures, streaming webcasts users can watch and download long after the event, weekly dose of your brand through podcasts, webinars, white papers, blog posts, etc. Sky is the limit. 66

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Defining Social Networks in Switzerland 2011#2

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