Global social media trends, what it means for research. Warc March 4th 2009

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

Huge 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

Today
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

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

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

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

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

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

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

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

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

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

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

Widgitize
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

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

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

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

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Global social media trends, what it means for research. Warc March 4th 2009

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Global social media trends, what it means for research. Warc March 4th 2009 — Presentation Transcript