WHAT’S
HAPPENING
ONLINE?
MARJA RUIGROK
UTRECHT, OCTOBER 8, 2009

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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

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

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USER TYPES
Ruigrok | NetPanel - okt 2009

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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

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ONLINE NETWORKING & IDENTITY
Ruigrok | NetPanel - okt 2009

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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

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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

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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

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USABILITY RULES
Ruigrok | NetPanel - okt 2009

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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

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MOBILE INTERNET
Ruigrok | NetPanel - okt 2009

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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

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E-COMMERCE
Ruigrok | NetPanel - okt 2009

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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

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CASES
Ruigrok | NetPanel - okt 2009

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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

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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
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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
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BEST PRACTICE
Ruigrok | NetPanel - okt 2009
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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

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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

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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

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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