Hartman Event

WHAT’S HAPPENING ONLINE? MARJA RUIGROK UTRECHT, OCTOBER 8, 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 Ruigrok | NetPanel - okt 2009

3 http://www.youtube.com/watch?v=4OTH8bE_8dM Ruigrok | NetPanel - okt 2009

4 USER TYPES Ruigrok | NetPanel - okt 2009

5 NON-USERS, PASSIVE USERS, ACTIVE USERS The biggest share of the user-generated content comes from a small share of the population 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 Product and service comparison sites 27% 51% 22% Wikis (Wikipedia) 34% 51% 14% Private social networks (MySpace, Facebook) 34% 20% 45% Platforms for sharing videos (YouTube) 39% 45% 14% Platforms for trading/commerce (eBay) 47% 29% 23% Blogs, Weblogs (posts and/or reactions) 53% 30% 15% Platforms for sharing music (LimeWire, Soulseek) 61% 21% 18% Platforms for sharing photos (Flickr, Picasa) 66% 19% 15% Forums 66% 23% 10% Business social networks (LinkedIn, Plaxo, Xing) 78% 10% 9% Widgets (application software, e.g. for Facebook) 78% 12% 7% Interactive gaming (World of Warcraft) 87% 6% 6% Twitter 90% 5%3% Social bookmarking (Delicious) 92% 4% Virtual world (Second Life) 93% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Non-user Passive user Active user Don't know, no opinion Ruigrok | NetPanel - okt 2009

7 ONLINE NETWORKING & IDENTITY Ruigrok | NetPanel - okt 2009

8 PARTICIPATION SOCIAL MEDIA INCREASES percentage of respondents with a profile on the 2007 40% network 56% 2008 60% 33% 18% 2009 70% 12% 12% 31% expect the time they spend on online networks to increase in the future Ruigrok | NetPanel - okt 2009 *Base: All, n=1.011

9 YOU WIN SOME, YOU LOOSE SOME =Less active =Equally active =More active 41% 44% 15% 39% 40% 21% 38% 34% 28% 55% 15% 30% 51% 40% 10% 69% 22% 9% Ruigrok | NetPanel - okt 2009 *Base: Respondents with a profile on one or more online networks, n=variable per network, 121 - 510

10 MORE FAMOUS THAN YOU THINK http://www.youtube.com/watch?v=3BfHhYnUYwo 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 Ruigrok | NetPanel - okt 2009 *Base: All, n=1.011

12 USABILITY RULES 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. 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 Imagine what that means for your internet or intranet… Ruigrok | NetPanel - okt 2009 *Base: Respondents with a profile on one or more online networks, n=variable per network, 121 - 510

14 MOBILE INTERNET Ruigrok | NetPanel - okt 2009

15 50% ACCESS TO MOBILE INTERNET, LOW USAGE 49% have access to internet on the mobile phone* What? Private mail 53% News 49% 40% of the ones with access use the internet on Search 48% Weather 44% their mobile phone Travel information 29% *Base: Users of mobile internet, n= 198 60% of the ones with access never go online on Why not? their mobile phone 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 Ruigrok | NetPanel - okt 2009 *Base: All, n= 1.011 **Base: Respondents with access, n= 498

16 E-COMMERCE 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 Have you ever earned money online with any following online products / services? of the following online products / services? Yes Yes Music 17% EBay, Marktplaats 43% Premium access 10% Online shop 5% Online storage 4% Advertisements 2% Video 4% EBay access 2% Advertising-free access 3% Writing / publishing content 2% News 2% Music 1% Premium access 1% Video 0% *Base: All, n=1.011 *Base: All, n=1.011 Ruigrok | NetPanel - okt 2009

18 CASES 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 Ruigrok | NetPanel - okt 2009

20 measurability do’s & don’ts Costs and benefits (non) commercial? KNOWLEDGE NEEDS best & worst practices inspiration Effects awareness image involvement conversion traffic Ruigrok | NetPanel - okt 2009 20

21 usage 4% 53% 32% 11% sociale media (zeer) succesvol neutraal (helemaal) niet succesvol weet niet / geen mening (brand)reputation 64% 6% 0% 30% Positief effect Geen effect Negatief effect weet niet / geen mening Basis: Ondervraagden van wie de organisatie sociale media inzetten Ruigrok | NetPanel - okt 2009 voor commerciële doeleinden, n=179 21

22 BEST PRACTICE Ruigrok | NetPanel - okt 2009 22

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. 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 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 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 Ruigrok | NetPanel - okt 2009

Hartman Event

by Ruigrok | NetPanel on Oct 09, 2009

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Hartman Event — Presentation Transcript

http://weblog.ruigrok.nl	29
http://www.ruigroknetpanel.nl	10
http://frankvandenberg.blogspot.com	6