WARC and Admap presents Online Research Conference 2009 London March 4 & 5 2009 www.warc.com

Global Social Media Trends Tom Smith Trendstream

Research will never have it so good Social Media drives a listening economy Consumer demand drives the market and dictates the agenda Research is in the forefront

Social Media drives a listening economy

Consumer demand drives the market and dictates the agenda

Research is in the forefront

Huge opportunity Focus on listening = demand for research skills Higher seat at the table Global platform = bigger opportunity

Focus on listening = demand for research skills

Higher seat at the table

Global platform = bigger opportunity

But need to evolve Focus on community Embrace new techniques Externalise communication and community Social media is undermining direct response methods Critical to understand web trends

Focus on community

Embrace new techniques

Externalise communication and community

Social media is undermining direct response methods

Critical to understand web trends

Today Social media driving change Global social media trends Opportunities for research

Social media driving change

Global social media trends

Opportunities for research

Before I became Trendstream Head of Consumer Futures EMEA Global media planning and buying agency Use research to understand current and future trends

Head of Consumer Futures EMEA

Global media planning and buying agency

Use research to understand current and future trends

Created a global social media study Wave global social media research Quantifying theory 17,500 people in 29 countries delivering 3 years of trend data

Wave global social media research

Quantifying theory

17,500 people in 29 countries delivering 3 years of trend data

Research vital in social media Unique set of data to track usage Measured social media platforms such as blogging, social networking, video sharing and photo sharing Helped sell the case for social media

Unique set of data to track usage

Measured social media platforms such as blogging, social networking, video sharing and photo sharing

Helped sell the case for social media

What I learnt running that research Social media is a really big deal Emerging world is driving adoption of mass market social media platforms Research increasingly important in a consumer driven world

Social media is a really big deal

Emerging world is driving adoption of mass market social media platforms

Research increasingly important in a consumer driven world

Trendstream “ Research consultancy dedicated on understanding global web trends”

Next – More detailed global research Global Web Index powered by Lightspeed Launching in 16 markets and 16,000 respondents Bi-annual – every six months Understanding all web behaviour Test data: US video sharing market

Global Web Index powered by Lightspeed

Launching in 16 markets and 16,000 respondents

Bi-annual – every six months

Understanding all web behaviour

Test data: US video sharing market

Reflects the global web marketplace Online research makes this viable Clients demand global perspective Niche and consumer driven web means a focus on behaviour, motivations and needs Responding to social media

Online research makes this viable

Clients demand global perspective

Niche and consumer driven web means a focus on behaviour, motivations and needs

Responding to social media

Why social media is a big deal for research

Why social media is a big deal for research

Context: Web is flattening the world Internet World Stats January 2009 North America: 246m users 128% growth since 2000 Asia: 650m users 469% growth Latin America: 166m users 820% growth

Emerging markets are the future Comscore: December 2008

Social Media. Everyone involved “ Web based media driven by consumer content, community and peer to peer distribution” Blogs Micro blogging Forums Social Networks Wikis Video sharing sites Podcasts Photo sharing sites Content sharing sites

Strangers – are the new influencers

Social media impacts everyone “ Samsung Netbook” Consumer generated

Moving to every screen PC Mobile TV

Think how big Barack Obama: transparent and open

Barack Obama: transparent and open

Research proves the impact

Social media is exploding globally Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social Media Tracker Power to the People

Video leads blogs then photos Global Average. Source: Universal McCann Social Media Tracker Power to the People

Social media is a daily occurrence Global Average. Source: Universal McCann Social Media Tracker Power to the People

Blogging growing globally Global. Source: Universal McCann Social Media Tracker Power to the People

Asia leads the charge Global. Source: Universal McCann Social Media Tracker Power to the People France 4m Italy 3.4m Turkey 2m Pakistan 0.97m Czech 0.6m MEXICO 4.1m China 43m South Korea 9.7m Taiwan 4.2m Philippines 2.4m BRAZIL 7.6m Spain 4.5m India 8.7m Japan 14m Hong Kong 1m USA 26.4m CANADA 1.6m UK 4.5m Greece 0.3m Australia 1m Germany 5.2m Romania 0.5m Denmark 0.3m Poland 1.1m Netherlands 1.6m Switzerland 0.5m Austria 0.4m Hungary 0.1m Russia 2.4m % Write their own blog 60%+ 40% -60% 30%-40% <30%

Russia leads social networking Global. Source: Universal McCann Social Media Tracker Power to the People

Connects the world Global. Source: Universal McCann Social Media Tracker Power to the People Italy 3.9m Germany 8.2m Switzerland 0.9m USA 43m Spain 4.7m France 4.2m Japan 12.4m Czech 0.8m Denmark 0.6m Austria 0.6m Greece 0.5m Turkey 3.3m China 39m India 11.7m South Korea 9.4m Romania 1.4m Netherlands 3.7m CANADA 4.2m UK 11m Australia 2.6m Hong Kong 1m MEXICO 5.1m BRAZIL 11.4m Pakistan 1.8m Poland 2.7m Taiwan 3.9m Philippines 3m Hungary 1m Russia 6.1m % joined a social network 70%+ 60% -69% 50%-59% <49%

Video – fastest growing media Global. Source: Universal McCann Social Media Tracker Power to the People

It is about sharing opinion Wider world Peer to peer Global. Source: Universal McCann Trusting Strangers

Asia leads opinion sharing Global. Source: Universal McCann Trusting Strangers

Consumer content more trusted “ Thinking about where you find information for products, brands and services that you buy. Please can you rate them in terms of how trust worthy the information provided typically is? Where 10 = Very trustworthy and 1 = Not at all trustworthy” Global Average Least trusted Most trusted Global Average. Source: Universal McCann When Did We Start Trusting Strangers Global. Source: Universal McCann Trusting Strangers

US Jan 2009: Personal content leads Global Web Index: January 2009 USA 1000 respondents

Social web powers viewing Global Web Index: January 2009 USA 1000 respondents

Why has social media evolved this way?

Growth of broadband Dec 2008: China overtook US with 80m lines Dec 2006: 282 million broadband connections Dec 2008: 400 million broadband connections Dec 2013: 635 million broadband connections

New economy: global innovation Low costs Single person multi-national Global market place for ideas and skills Tools are democratised

Low costs

Single person multi-national

Global market place for ideas and skills

Tools are democratised

Access is open Free broadband Laptops for £200 HD Video camera for £200 Video on Mobile phones

cheapest form of entertainment

Hugely liberating Hierarchy Individualism

The social future of research No lines: listening is marketing Rise of data & analytics Social Media as a data collection Global perspective

No lines: listening is marketing

Rise of data & analytics

Social Media as a data collection

Global perspective

Listening economy: lines disappear = Research Marketing = Research Marketing

Listening is the future of marketing

Social network = research panel 150m active users

Data: Buzz tracking Listening is the future Interpretation / trend analysis is key Important but won’t replace research

Listening is the future

Interpretation / trend analysis is key

Important but won’t replace research

Data: Analytics a big deal

We still need answers: new methods Fuse question data with observational data Distribute surveys into social networks / RSS / social networks Allow consumer content generators to share your surveys Use conversational media to drive qual insight Blogs, microblogs etc

Fuse question data with observational data

Distribute surveys into social networks / RSS / social networks

Allow consumer content generators to share your surveys

Use conversational media to drive qual insight

Blogs, microblogs etc

Widgitize Use widgets Externalize your technology Not just about email

Use widgets

Externalize your technology

Not just about email

Build community Build dynamic and conversational community to increase participation and response Allow panelists to interact Make results open to the community Learn from the social networks Be open – cross platform Work with brands to build their community

Build dynamic and conversational community to increase participation and response

Allow panelists to interact

Make results open to the community

Learn from the social networks

Be open – cross platform

Work with brands to build their community

Use tools of social media Promote external community to build relationship External community builds internal community Communicate with the world Get consumers to endorse your product

Promote external community to build relationship

External community builds internal community

Communicate with the world

Get consumers to endorse your product

Social media = research future Research key skill for marketing in the future Listening is the future of marketing Huge opportunity Global scope Web trends are key

Research key skill for marketing in the future

Listening is the future of marketing

Huge opportunity

Global scope

Web trends are key

Get in touch Email: [email_address] Mobile: +447970727061 Web: trendstream.net Twitter: Tomtrendstream LinkedIn: linkedin.com/in/smithtom Globalwebindex.net