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Socialengagementbenchmark globalwebindex-october2012-121024084150-phpapp01
 

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    Socialengagementbenchmark globalwebindex-october2012-121024084150-phpapp01 Socialengagementbenchmark globalwebindex-october2012-121024084150-phpapp01 Presentation Transcript

    • SOCIAL ENGAGEMENT BENCHMARK SCORE (SEB SCORE) OCTOBER 2012 This is a preview Full report available on our Report Store
    • THE SEB SCORE EXPLAINED The following report covers our inaugural Social Engagement Benchmark (SEB Score) an aggregate 100 point score that compares which markets and demographics are more socially engaged online. WHAT IS THE “SOCIAL ENGAGEMENT BENCHMARK”? A simple (and singular) measure to assess how socially engaged a particular consumer segment has become It uses 12 key social behaviours and aggregates social consumer engagement in participation, content creation and brand engagement. These are then aggregated into one holistic measure and weighted to 100 point scale with the highest ranking global demographic ranked as 100 WHY DID WE CREATE IT? HOW CAN YOU USE IT? In response to our clients needs to have an easier way to assess the importance of social as part of their wider digital and communications mix. Compare a wide variety of markets and consumer segments in a quick and simple way in order to: Social is increasingly complex and fragmented and a simpler holistic measure was required for initial strategic frameworks. It removes regional bias for particular behaviour types and profiles. 1. Prioritise investment 2. Allocation resource 3. Identify priorities
    • THE KEY FINDINGS .1 Asia (with the exception of Japan) dominates, with China leading the way, with much higher levels of social engagement regardless of demographic compared. .2 Mature internet markets are more generally passive and require a different approach. .3 Fast growing internet markets lead in social engagement and crucially in many cases have larger social universe that delivers a higher reach than mature internet markets. .4 The outputs of this report demand that we re-think how multi-market social organisational and marketing allocations are made, moving away from internet penetration as a guide. . .5 SEB underlines the importance of understanding your audience and deliver a segmented social strategy at market level.
    • BUILDING THE SEB SCORE
    • CREATING THE SEB SCORE BENCHMARK PARTICIPATION (1/3) Use a Social Network Use a Micro-Blog Posted on a Forum CREATION (1/3) Comment on a Story Upload a Photo Upload a Video Online Written a Blog BRAND (1/3) Written a News Story Liked a Product or Brand Reviewed a Product or Brand Re-tweet (share) a Brand on a Micro-blog Upload a video / photo to a branded page The percentage of the segment involved in each activity is measured and translated into a score from 0 to 100, i.e. 46% becomes a score of 46 Aggregate score created of each four participation behaviours 0 - 400 Aggregate score created of each four creation behaviours 0 - 400 Aggregate score created of each four brand behaviours 0 - 400 Figure is combined 0-1200 Figure is reweighted to 100 point scale, with the top ranking demographic scored as 100. top 25% income Chinese users scored highest on a range of demographics and local regions with a score of 598
    • EXAMPLE APPLICATION PARTICIPATION (1/3) CREATION (1/3) Use a Social Network Use a Micro-Blog Posted on a Forum Comment on a Story Upload a Photo Upload a Video Online 78% 22% 30% 38% 72% 35% 168 Written a Blog 34% BRAND (1/3) Written a News Story Liked a Product or Brand Reviewed a Product or Brand Re-tweet (share) a Brand on a Micro-blog Upload a video / photo to a branded page 15% 57% 47% 14% 18% 156 136 460 SEB: 76 16-24 Malaysian
    • EXAMPLE SEB SCORE China Score: 598 SEB: 100 Score: 460 SEB: 76 Score: 351 SEB: 70 Score: 237 Top 25% Income SEB: 40 16-24 Malaysian Global Average Female UK
    • K E Y R E S U LT S
    • SEB SCORE BY MARKET: CHINA IS THE MOST SOCIALLY ENGAGED 10 20 30 40 China Indonesia India Vietnam Philippines Turkey Malaysia Brazil Thailand Argentina Mexico UAE Saudi Arabia Taiwan South Africa Russia Poland Spain South Korea Singapore Hong Kong Italy Canada Australia Netherlands Germany UK USA France Sweden Japan Average SEB Score by market Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark 50 60 70 80 90 100 MOST SOCIALLY ENGAGED LEAST SOCIALLY ENGAGED
    • TRANSLATES LOCALLY BOTTOM 10 LOCAL REGIONS TOP 10 LOCAL REGIONS 28 West (Sweden) Guangzhou (China) 90 27 Chubu (Japan) Iba pang (Philippines) 89 27 Southeast (Sweden) Xi'an (China) 87 25 Kanto (Japan) Bangalore (India) 87 25 Kinki (Japan) Sumatra (Indonesia) 86 Wuhan (China) 86 23 Northern Territory (Japan) 22 Kyushu (Japan) Chennai (China) 85 21 Shikoku (Japan) Shenzhen (China) 85 Tohuku (Japan) Shenyang (China) 83 Chubu (Japan) Nanjing (China) 82 19 18 Average SEB Score by local region. Top and bottom 10 Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
    • SEB SCORE VARIATION: DEMOGRAPHIC DIFFERENCE REFLECTS MARKET Brazil 100 90 80 70 60 50 40 30 20 10 0 SEB Score by market and key demographics Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark China Germany USA
    • THE KEY FINDINGS .1 Asia (with the exception of Japan) dominates, with China leading the way, with much higher levels of social engagement regardless of demographic compared. .2 Mature internet markets are more generally passive and require a different approach. .3 Fast growing internet markets lead in social engagement and crucially in many cases have larger social universe that delivers a higher reach than mature internet markets. .4 The outputs of this report demand that we re-think how multi-market social organisational and marketing allocations are made, moving away from internet penetration as a guide. . .5 SEB underlines the importance of understanding your audience and deliver a segmented social strategy at market level.
    • G E T T H E F U L L R E P O R T: globalwebindex.net/report-page/ Slideshare/globalwebindex @globalwebindex