Campus Party 2011 Consumer Social Media Survey


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How do consumers view companies and brands that take an active role in communicating with their customers through social media? This survey reveals how consumers expect the brands they patronize to relate to them online, and the findings show that trust and perceptions of reliability increase when brands engage in real dialogue online. Consumers will listen, but they want to be heard as well. When the balance of brand communications favors two-way communication, the brand and its relationships benefit.

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Campus Party 2011 Consumer Social Media Survey

  1. 1. EXCLUSIVE SURVEYCompaniesand Consumersin Social Media 2011YEAR TWO
  2. 2. 2 Companies and Consumers in Social Media 2011Campus Party is the largest technology, Internet and networkeddigital entertainment event in the world. Held between Jan. 17-22, 2011, in São Paulo, the fourth annual Campus Party Brazil wasthe largest to date, host to 6,800 participants (“campuseiros”),more than 95,000 visitors and 400 activities that added up tomore than 500 hours of lectures, debates and workshops aboutthe digital world.For the second consecutuve year, The Jeffrey Group was thecommunications agency of record for Campus Party Brazil. Onceagain, we used the event to talk to hundreds of campuseiros –intensive Web and social media users – about their relationshipwith companies and brands on the Web.The result is this second edition of the “Companies andConsumers in Social Media,” survey, research that uncovers dataand information that helps us understand consumer behaviorand expectations on the Web, map trends and plan digitalcommunication strategies and tactics.Enjoy!
  3. 3. 3 Companies and Consumers in Social Media 2011Executive SummaryThe first year of the “Companies and Consumers in Social Media” surveydemonstrated consumers’ growing adoption of social media and their use of thechannels to talk about companies, brands and products. The survey also showed thatconsumers not only expected companies to participate in these channels but alsoconsidered that being present in social media made companies “more reliable.”The survey’s new edition reaffirms these trends with even more confidence andwith new insights. “Companies and Consumers in Social Media – 2011” shows thatcorporate presence in social media continues to be valued, but consumers are payingmore attention to how these channels are being used. They expect less advertisingand want more space for dialogue and more quality content.The survey shows what the most valued features in corporate behavior in socialmedia are and what types of attitudes or omissions consumers are not willing toforgive. These are revealing results that create a reference for companies concernedabout structuring or enhancing their presence online and their communication withconsumers in social media.
  4. 4. 4 Companies and Consumers in Social Media 2011Respondents’ Profiles 397 interviews age occupation work and 60% study 41% work study 30% 28% do not study or work 1% education 20% elementary < 1% 16% high school 23% 3% 1% 0% college 68% < 18 19-25 26-35 36-45 46-55 > 56years years years years years years post-graduate old old old old old old 9%
  5. 5. 5 Companies and Consumers in Social Media 2011Respondents’ ProfileThe survey interviewers talked to 397 people Jan. 19-20, 2011, at the Centro deExposições Imigrantes, São Paulo, during the fourth annual Campus Party Brazil.The sample included the so-called “campuseiros,” that is, the participants thatremain camped on the premises of Campus Party Brazil during the event’s entireweek to follow its activities.Respondents are intensive Internet and social media users and early adopters oftechnology and Web tools. They may be considered trendsetters and influence thebehavior of other Web users.Most are young, 19 to 25 years old (60%). Of all respondents, only 4% were more than35 years old. Individuals under 18 comprised 16% of the sample.Degree of education is high: Almost 77% have a college degree, including 9% withpost-graduate degrees. The remainder, 23% of respondents, have a high school degreeor less.69% of respondents are students and 71% work. 41% both study and hold a job. 78%are men.
  6. 6. 6 Companies and Consumers in Social Media 2011Mobility and Connectivityconnectivitycomparative 2010/2011 desktop note/netbook cell phone smart phone tablets consoles all comparative 2010 75% 67% 87% 82% 20% 34% 25% 30% -- 6% 17% 11% -- 7%
  7. 7. 7 Companies and Consumers in Social Media 2011Mobility and ConnectivityWith regard to the equipment used to access the Web, some trends identified in thesurvey’s first edition were reinforced in the second year. Notebooks or netbooks, usedby 82% of respondents, remain the key tools for accessing the Web.The survey recorded growth in Internet access by cell phones and smart phones. In2010, 45% of respondents said they accessed the Web from these devices. This year,the percentage increased to 64%, a rate very close to that recorded for access fromdesktops (67%). 6% of respondents use tablets.These data reinforce two important traits of these consumers: mobility, that is, thecapacity of accessing the Web from anywhere, and connectivity, that is, the utilizationof several devices to browse the Internet.
  8. 8. 8 Companies and Consumers in Social Media 2011Key Channelschannel adoption social networkcomparative 2010/2011 comparative 2010/2011What social media channel do you most use? What social network do you most use?75% 85% 82% 78% 56% 77% -- 63% -- 59% -- 36% -- 30% -- 28% -- 8% -- 10% 32% 57% 20% 33% 5% 31% -- 4% -- 9% twitter youtube others twitter facebook others orkut comments in forums and blogs all orkut linkedin comparative 2010 facebook linkedin * Other networks mentioned were: Akiow, Azerox, Bymk, Filmow, Fórum 2, Foursquare, instant messaging own blog comparative 2010 Skoob, Skype, Sonico, Tumblr, Wordpress and MSN (8 mentions).
  9. 9. 9 Companies and Consumers in Social Media 2011Key ChannelsTwitter was the most mentioned channel (299 mentions), followed by Orkut andFacebook.While Twitter maintained practically the same rate of adoption recorded in theprevious survey (a little more than 75% of respondents said they used this platform),Orkut recorded a significant drop. In 2010, 82% of respondents said they maintained aprofile on Orkut. In the survey this year, the rate decreased to 69%.The inverse happened to Facebook, whose adoption grew from 56% in 2010 to 67.5%this year.There was a decrease in the number of users with their own blog – from 42% in 2010to a little less than half this rate (24%) in 2011 – and also in the percentage of usersthat make comments in forums or blogs of others (55% in 2010 vs. 32% in 2011).The survey also shows that a large share of respondents is active in multiple socialnetworks and in several social media channels. Asked about the social network theymost use, 44% of respondents said Twitter.Orkut was mentioned as the primary channel of expression by 26% of respondents, arate very close to that of Facebook, which reached 24%.
  10. 10. 10 Companies and Consumers in Social Media 2011Relating to Companies on the WebHow often do you use social media to discuss companies, services and products? 36% 37% Almost all (94%) respondents says they use social media to express their opinion about companies and products. In the 2010 survey, this rate was 73%. Of this total, 36% say they “almost always” use the 21% Web to discuss their relationship with companies and brands. 37% say they express their opinion “sometimes” and 21% say “rarely.” Only 6% say they never used social 6% media to criticize or praise companies, products and services. almost always sometimes rarely never
  11. 11. 11 Companies and Consumers in Social Media 2011Relating to Companies on the WebWhat Web channels do you use the most to express your opinion about companies, brands,products or services? 61% of respondents choose social media channels 38% as their favorite medium to discuss companies and products on the Web. Of those, 38% are in social networks (Facebook, Orkut, Twitter and others) and 23% in blogs and forums. 23% Corporate Websites are the preferred channel for 16% expression of 16% of respondents, while 14% prefer 14% to use complaint Websites such as Reclame Aqui. 14% use trade or price comparison Websites as their preferred channel to discuss products and companies. social networks blogs and corporate complaint(orkut, twitter, facebook) forums sites websites
  12. 12. 12 Companies and Consumers in Social Media 2011Relating to Companies on the WebWhat motivates/would motivate you to be part of the online community of a company insocial media (ex.: follow the company profile on Twitter, a company page on Facebook orOrkut)? Mention 3 in order of importance of information. 1st option 2nd option 3rd option single mention receiving firsthand news and information 37% 16% 14% 67% participating in contests 14% 17% 23% 54% and promotions exchanging opinions and experiences with other users/consumers 13% 23% 14% 50% having a space to interact/talk to the company 14% 16% 14% 44% learning more about a certain product or topic of interest 10% 11% 19% 40% showing my support to a social, cultural or environmental cause or initiative 7% 10% 9% 26% showing my admiration for a brand or product 5% 7% 7% 19%
  13. 13. 13 Companies and Consumers in Social Media 2011Relating to Companies on the WebConsumers are willing to engage in corporate initiatives in social media, but this supportis far from being unconditional. The survey data show that consumers expect companiesto provide abundant and quality information, space for interactivity, transparency incommunication, open dialogue, promotions and prizes.“Receiving firsthand news and information” was the item mentioned by 37% of respondentsas the key motivation to be part of the online community of a company in social media.Altogether, 67% of respondents indicated this as an important reason for engagement witha brand on the Web.The possibility of taking part in online contests and promotions was mentioned by 54% ofrespondents, which shows that consumers value this type of initiative in digital media andseek opportunities to compete for prizes or advantages.Dialogue with other consumers or directly with the company itself are consumer aspirationsthat stand out in the survey results. Altogether, 50% mention the exchange of experienceswith other users and consumers as an important motivator to be part of the onlinecommunity of a company. The item “having a space to interact/talk to the company” wasmentioned as a motivation by 44% of respondents.Showing support for a social, cultural or environmental cause or initiative (26%), showingadmiration for a brand or product (19%) or learning more about a certain product or topic ofinterest (40%) were also identified as reasons for engagement.
  14. 14. 14 Companies and Consumers in Social Media 2011Relating to Companies on the WebWhat annoys you the most in your relationships with companies on the Web?Mention 3 in order of importance of information. 1st option 2nd option 3rd option single mention FINDING OUTDATED OR INSUFFICIENT INFORMATION ON THE COMPANY WEBSITE/PROFILE/COMMUNITY 18% 29% 20% 67% NOT FINDING PLACE/CHANNEL FOR INTERACTION WITH THE COMPANY ON THE WEB 26% 18% 12% 56% COMPANY USES THE SOCIAL MEDIA ONLY TO ADVERTISE ITSELF AND ITS PRODUCTS 19% 8% 21% 48%NOT HAVING AN ANSWER OR RECEIVING DISSATISFACTORY ANSWER TO A QUESTION, CRITIQUE OR COMMENT 18% 14% 13% 45% COMPANY IS NOT TRANSPARENT AND NEVER ADMITS ERRORS OR FLAWS 11% 15% 18% 44% BROKEN LINKS, VIDEOS THAT DO NOT RUN, IMAGES THAT DO NOT LOAD, ETC. 8% 16% 16% 40%
  15. 15. 15 Companies and Consumers in Social Media 2011Relating to Companies on the WebThe survey shows that some attitudes and omissions by companies most annoyconsumers on the Web.Finding outdated or insufficient information on the company Website/profile/community was the item with the greatest number of mentions: 67% of respondentssaid they were annoyed when they got to a digital channel that seemed abandonedor neglected by brands in charge of managing it.Another point of irritation, identified as the main reason of annoyance by 26% ofrespondents (56% of the total), is not finding the place/channel for interaction withthe company on the Web. The data show that, on the Web, and in social media inparticular, consumers are willing to listen, but they want to be heard as well.This conclusion is reinforced by another annoyance identified by respondents: 48%are annoyed by companies that “use social media only to advertise themselves andtheir products.” From the consumer perspective, social media are, or should be,channels for dialogue with companies.Respondents disapprove of companies that leave users’ questions unanswered (45%)and those that do not admit errors or flaws (44%). The survey also shows consumers’annoyance with technical inconveniences: 40% expressed irritation with Website andtechnical malfunctions.
  16. 16. 16 Companies and Consumers in Social Media 2011The Digital ConsumerThinking about your relationship with companies and brands on the Web, indicate if thefollowing apply to you: 93% consult the opinions of other consumers on the Web to be informed about brands and products 86% usually recommend brands, products and services which they like 77% follow corporate profiles/pages on social networks (Twitter, Facebook, and Orkut) 75% post grievances or complaints about companies and products on the Web 62% say they trust companies more that have communication channels in social media
  17. 17. 17 Companies and Consumers in Social Media 2011About the Companies“The use of social media channels (blogs, social networks, etc.) helps enhance companycommunication with its consumers.” agree  76% partly agree  22%  disagree  2% 98% agree with the statement – 76% fully agree and 22% partly agree. Only 2% say they do not agree.
  18. 18. 18 Companies and Consumers in Social Media 2011About the Companies“Companies that show transparency and are open to dialogue are more successful in theircommunication in social media.” agree  77% partly agree  17%  disagree  4% partly disagree  1%  don’t know how to answer 1% 94% of respondents agree with the statement; 17% agree with some restraint (“partly agree”). Only 5% of respondents disagree with the statement and 1% of respondents did not know how to answer.
  19. 19. 19 Companies and Consumers in Social Media 2011Conclusions* Consumers consider social media channels to be their preferred media to discuss companies, brands, products and services on the Web.*  Consumers use social media both to recommend brands, products and services which they like and to make public their grievances and complaints.*  Consumers most value the opinions of other consumers when they want to obtain information about brands and products.*  Consumers accept and demand corporate presence in social media, as long as they can offer relevant content and are shown to be open to dialogue and interactivity.*  Consumers reject companies that use social media only as channels for advertising or show inconsistency and lack of transparency in communication.*  Consumers believe that corporate use of social media helps show transparency and enhances communication with the target audience.
  20. 20. 20 Companies and Consumers in Social Media 2011 Credits“Companies and Consumers in Social Media - 2011”Planning and analysis: The Jeffrey GroupApplication and tabulation: ACallInterviews: 397 individual interviewsDate: January 19-20, 2011Location: Campus Party Brazil, Centro de Exposições Imigrantes, São Paulo - SPAcknowledgements: Campus Party Brazil, Futura Networks
  21. 21. 21 Companies and Consumers in Social Media 2011About The Jeffrey GroupThe Jeffrey Group is the leading independent communicationsagency helping businesses engage Latin audiences throughout theAmericas. With a history of successfully serving the world’s largestcompanies and brands since 1993, the firm provides a full range ofpublic relations, marketing, digital and corporate communicationservices in Latin America and the U.S. Hispanic communities for adiverse range of clients including Acer, American Airlines, Bayer,Coca-Cola, Diageo, Fox Networks, Johnson & Johnson, Nestle,T-Mobile, UnitedHealth, Volkswagen, and Xerox, among others. Inaddition to wholly owned offices in Miami, New York, Buenos Aires,São Paulo and Mexico City, the company maintains a network ofLocal Service Partners to cost-effectively provide clients with localinsights, strategic counsel and tactical support in multiple marketsthroughout North and South America. The firm’s proprietaryPubTracker® system offers tracking and analysis of media andonline coverage.For more information, visit