What's Happening Online 2009 - Ruigrok | NetPanel

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presentatie bij het Hartman event over status quo op het web en social media

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What's Happening Online 2009 - Ruigrok | NetPanel

  1. 1. WHAT’S HAPPENING ONLINE? MARJA RUIGROK UTRECHT, OCTOBER 8, 2009
  2. 2. Ruigrok | NetPanel - okt 2009 2 WHAT’S HAPPENING ONLINE? Who’s doing what? 1. Impact of social media 2. Online identity 3. Usability rules 4. Mobile internet 5. E-commerce 6. Cases
  3. 3. Ruigrok | NetPanel - okt 2009 3 http://www.youtube.com/watch?v=4OTH8bE_8dM
  4. 4. Ruigrok | NetPanel - okt 2009 4 USER TYPES
  5. 5. Ruigrok | NetPanel - okt 2009 5 The biggest share of the user-generated content comes from a small share of the population NON-USERS, PASSIVE USERS, ACTIVE USERS
  6. 6. Ruigrok | NetPanel - okt 2009 6 USERTYPES For each of the website / application categories below, please specify whether you are a passive user, active user or non-user. Basis: All - in percentages (n=1.011) © 2009 - Ruigrok | NetPanel 93% 92% 90% 87% 78% 78% 66% 53% 47% 39% 34% 34% 27% 4% 4% 5% 6% 12% 10% 23% 19% 21% 30% 29% 45% 20% 51% 51% 3% 6% 7% 9% 10% 15% 15% 23% 14% 45% 14% 22% 66% 61% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Virtual world (Second Life) Social bookmarking (Delicious) Twitter Interactive gaming (World of Warcraft) Widgets (application software, e.g. for Facebook) Business social networks (LinkedIn, Plaxo, Xing) Forums Platforms for sharing photos (Flickr, Picasa) Platforms for sharing music (LimeWire, Soulseek) Blogs, Weblogs (posts and/or reactions) Platforms for trading/commerce (eBay) Platforms for sharing videos (YouTube) Private social networks (MySpace, Facebook) Wikis (Wikipedia) Product and service comparison sites Non-user Passive user Active user Don't know, no opinion
  7. 7. Ruigrok | NetPanel - okt 2009 7 ONLINE NETWORKING & IDENTITY
  8. 8. Ruigrok | NetPanel - okt 2009 8 2007 40% 2008 60% 2009 70% 31% expect the time they spend on online networks to increase in the future PARTICIPATION SOCIAL MEDIA INCREASES percentage of respondents with a profile on the network *Base: All, n=1.011 56% 33% 18% 12% 12%
  9. 9. Ruigrok | NetPanel - okt 2009 9 YOU WIN SOME, YOU LOOSE SOME 41% 44% 15% 39% 40% 21% 38% 34% 28% 10%40%51% 9%22%69% 30% 55% 15% =Less active =Equally active =More active *Base: Respondents with a profile on one or more online networks, n=variable per network, 121 - 510
  10. 10. Ruigrok | NetPanel - okt 2009 10 MORE FAMOUS THAN YOU THINK http://www.youtube.com/watch?v=3BfHhYnUYwo
  11. 11. Ruigrok | NetPanel - okt 2009 11 WE ARE AWARE, BUT NOT ACTIVE • 84% is selective about the personal information they put online • 71% is aware of their online identity, 6% is not • 60% think that their online identity is in their own hands, 9% think it is not • 54% sometimes worrie about the trail of personal information they leave behind • 9% have discovered unwanted private information about his or herself online • 12% is consciously working to create the appropriate online identity, 53% is not *Base: All, n=1.011
  12. 12. Ruigrok | NetPanel - okt 2009 12 USABILITY RULES
  13. 13. Ruigrok | NetPanel - okt 2009 13 WE EXPECT A LOT, WE GET IRRITATED A LOT 75% think you can expect much in terms of user-friendliness from a website, even if it’s a free website or online application. Only 9% disagree. Imagine what that means for your internet or intranet… *Base: Respondents with a profile on one or more online networks, n=variable per network, 121 - 510 What are we irritated about? Pop-ups 64% Advertising 55% Outdated content 42% Poorly functioning search functionality 41% Poorly functioning navigation menu 37% *Base: All, n=1.011
  14. 14. Ruigrok | NetPanel - okt 2009 14 MOBILE INTERNET
  15. 15. Ruigrok | NetPanel - okt 2009 15 50% ACCESS TO MOBILE INTERNET, LOW USAGE 49% have access to internet on the mobile phone* 40% of the ones with access use the internet on their mobile phone 60% of the ones with access never go online on their mobile phone *Base: All, n= 1.011 **Base: Respondents with access, n= 498 Why not? It costs too much 54% No need for it 50% Screen too small 25% Too difficult 20% Speed too low 19% *Base: Non-users of mobile internet, n= 389 What? Private mail 53% News 49% Search 48% Weather 44% Travel information 29% *Base: Users of mobile internet, n= 198
  16. 16. Ruigrok | NetPanel - okt 2009 16 E-COMMERCE
  17. 17. Ruigrok | NetPanel - okt 2009 17 SPENDING AND EARNING ON THE WEB 62% buy products and services online (6 billion euro!) 79% think online payments always have to require a secure payment method, like iDeal or PayPal. 16% find it easier to spend money online than in physical shops. Have you ever paid to use any of the following online products / services? Yes Music 17% Premium access 10% Online storage 4% Video 4% Advertising-free access 3% News 2% *Base: All, n=1.011 Have you ever earned money online with any of the following online products / services? Yes EBay, Marktplaats 43% Online shop 5% Advertisements 2% EBay access 2% Writing / publishing content 2% Music 1% Premium access 1% Video 0% *Base: All, n=1.011
  18. 18. Ruigrok | NetPanel - okt 2009 18 CASES
  19. 19. Ruigrok | NetPanel - okt 2009 19 MARKETING PRACTICE Respondents • n=277 • Marketeers • Active users (46% twitter) Knowlegde • 82% is familiar with Social Media • But no knowledge about the effect
  20. 20. Ruigrok | NetPanel - okt 2009 20 20 Effects awareness image involvement trafficconversion KNOWLEDGE NEEDS do’s & don’ts best & worst practices inspiration (non) commercial? measurability Costs and benefits
  21. 21. Ruigrok | NetPanel - okt 2009 21 21 (zeer) succesvol neutraal (helemaal) niet succesvol usage sociale media 53% 32% 4% 11% weet niet / geen mening Basis: Ondervraagden van wie de organisatie sociale media inzetten voor commerciële doeleinden, n=179 (brand)reputation 64% 6% 0% Positief effect Geen effect Negatief effect 30% weet niet / geen mening
  22. 22. Ruigrok | NetPanel - okt 2009 22 22 BEST PRACTICE
  23. 23. Ruigrok | NetPanel - okt 2009 23 WHY SUCCESS? • Measurable effect on new bizz, awareness, conversion, traffic (online and offline), findability, visibility) • Pull marketing: new markets • Low costs, high profit • Press attention • Successful recruitment • LinkedIn, Hyves, Facebook, Twitter, YouTube Er was minder campagnegeld beschikbaar. Via sociale media is het gelukt om het resultaat 6 keer zo hoog te hebben en de kosten 10 keer zo laag.
  24. 24. Ruigrok | NetPanel - okt 2009 24 WHY FAILURE? • Low response / no connection between target group and community • No continuity (sleeping -> coma -> dead) • Reasons: • Strategy • Management • Focus • Relevance • Content • Commerciality • Makers • For example: Second Life
  25. 25. Ruigrok | NetPanel - okt 2009 25 LEARNINGS Activation: • Be ready • Clear objective, target group and focus • Know your target group • Add value (you get what you give) • Choose your channels carefully • Be transparent • Coverage • User friendly Continuity: • Take care of your community
  26. 26. Ruigrok | NetPanel - okt 2009 26 MORE? http://weblog.ruigrok.nl/voll edige-rapportage-next-web- 2009-online/ http://weblog.ruigrok.nl/on derzoek-smpa-sociale-media- kansrijk-maar-te-weinig- kennis-beschikbaar/ marja@ruigroknetpanel.nl twitter.com/marjaruigrok

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