Global Social Media Trends - Asia Impact

Global Social Media Trends – Asia Impact Tom Smith. Managing Director. Trendstream tom@trendstream.net

GWI: New perspective on web + social media Quantifying Discipline Web Global social Neutral behaviour media

16 markets at launch. Surveying 32,000 web users 2000 Netherlands 1500 Canada UK Russia South Korea Germany China USA 1500 France Japan Spain Italy Mexico India 1500 Brazil 1500 Australia Malaysia and Indonesia scheduled for Waves 3/4

Most detailed perspective on web compiled to date WEB DAY IN THE MOTIVATION DEMOS BEHAVIOUR LIFE WEB THE CONSUMER SOCIAL MARKETING DEVICES PURCHASE MEDIA COMMS 100M+ DATA POINTS PER YEAR

Reflects fundamental shift 1. Broadband and mobile explosion 2. Global platforms and content 3. Consumer publishing revolution 4. Marketing is blurring

GWI: How you would use it 1. Establish what your target audience do online 2. Prove the impact of the web and social media 3. Build industry leading digital strategy 4. Provide an international perspective 5. Measure the engagement of ALL marketing communications

Avoid the hype. Understand the mass market HYPE

Reality: Functional drivers still get us online Stay up to date on news / events Stay in touch with friends Research / find products to buy Research how to do things Research for work Entertainment Education To get inspired/get ideas Keep my friends up to date with my life Functional drivers Networking for work Share my opinion Social drivers Play games Share content Express myself Meet new people Change other people’s opinions Take on a different personality 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% % Very important Motivations to get online :Global Figure Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet. Source: Global Web Index, Wave 2, January 2010

But every market is different Australia China India Japan South Korea 1 Stay in touch with friends Stay in touch with friends Research for work Research / find products to buy Stay up to date on news / events 2 Research / find products to buy Stay up to date on news / events Education Stay up to date on news / events Research / find products to buy 3 Research how to do things Research for work Stay in touch with friends Research how to do things Research how to do things 4 Stay up to date on news / events Entertainment Stay up to date on news / events Fill up spare time Networking for work 5 Research for work Research / find products to buy Research how to do things Research for work Research for work 6 Education Fill up spare time To get inspired/get ideas Entertainment Education 7 Entertainment Find films / TV shows Research / find products to buy Stay in touch with friends Stay in touch with friends 8 To get inspired/get ideas Find music Networking for work To get inspired/get ideas To get inspired/get ideas 9 Keep my friends up to date with my life Research how to do things Keep my friends up to date with my life Networking for work Find films / TV shows 10 Fill up spare time Education Entertainment Find films / TV shows Share content

But contribution is becoming mainstream Watch a video clip Used Webmail Used Instant Messenger Manage a social network profile Upload photos online Leave a comment on a story on a … Listen to LIVE radio online Contribute to a Forum External contribution Online office applications Uploaded a video online Made a phone call online / Used… Review a product or service Used a personalised music service Written your own blog Edit/managed own website Listened / watched a podcast Written a news story / article Use a micro-blogging service Subscribed to an RSS feed Used an aggregator 0% 10% 20% 30% 40% 50% 60% 70% % Have done in the last month Global Behaviour Online. Pink bars are contribution channels You will now see a list of items that represent different activities you can do online. “Have done it in the past month” Source: Global Web Index Wave 2

Moving towards open networks Used Webmail Closed Used Instant Messenger Manage a social network profile Upload photos online Networked Leave a comment on a story on a website Contribute to a forum Uploaded a video online Review a product or service Open Written your own blog Edit/managed own website Written a news story / article Use a micro-blogging service 0% 10% 20% 30% 40% 50% 60% 70% % Have done in the last month Global Behaviour Online: You will now see a list of items that represent different activities you can do online. “Have done it in the past month” Source: Global Web Index Wave 2

Open consumer contribution changes the game 1. Your search presence is consumer dictated. 85% search for product opinions online in the last month 2. Data overload – attention deficit 3. Actions are permanent and recorded forever 4. Ultra transparency

Asia leading the way 70% Manage your social network profile Used a micro-blogging service Written your own blog 60% % Have done in the last month 50% 40% 30% 20% 10% 0% Online behaviour: Last month Source: Global Web Index, Wave 2, January 2010

Lead contribution in all ages 60% 50% % Written a blog last month 40% 30% 20% 10% 0% Brazil China USA Brazil China USA Brazil China USA Brazil China USA Brazil China USA 16-24 25-34 35-44 45-54 55-64 Writing a blog: You will now see a list of items that represent different activities you can do online. Please Indicate. “Have done it in the past month” Source: Global Web Index, Wave 2, January 2010

China dominates the world of blogging South USA Korea China 18.6m 11m UK Japan 4.5m 88m India 16.1m 12.3m Estimated 242m bloggers world-wide

Traditional communities still lead China Social Network Contributed to a Forum 46% 50% Write a Used Micro- Write a blog product blog review 44% 23% 28% Online behaviour: China

Blogs: your brand is part of the conversation Photo(s) that you have taken List of your favourite music artists /songs List of your favourite films Review(s) of a film(s) / TV show(s) Opinions of a product(s) or brand(s) List of your favourite sites List of your favourite books Reviews / opinions of a service e.g. restaurant Video clip(s) Link(s) to a recommended website(s) Slideshow presentation(s) Review(s) of a music track(s) 0% 10% 20% 30% 40% 50% 60% 70% 80% % Have posted in the last month Blog contribution – last month. China Source: Global Web Index, Wave 2, January 2010

Key points 1. Consumers shifting to being open contributors 2. Asia leading the world 3. They talk about your brands

Impact: Consumers more trusted than professionals A close friend A family member % Score 4 or 5 in Trust A consumer review on a retail website A good contact on a social network A neighbour Your country’s leader / politicians CEO of a well known company The author of a blog you read regularly A journalist for a national newspaper A television news reader A store assistant USA China A person you speak to in bar/pub/restaurant 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % 4-5 Trust Trust in information Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly. Source: Global Web Index, Wave 2, January 2010

Impact: Now we trust strangers Consumer Person you Review on speak to in a bar pub Retail Website restaurant 15% 45% Trust in information. China Data Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly. Source: Global Web Index, Wave 2, January 2010

Impact: Consumers drive content distribution My friend Professional Recently Recommended Produced Created It 17% 19% 27% Created by a Quality of Comes from a consumer site I know production 14% 7% 16% Key factors in adopting a news story: South Korea Source: Global Web Index, Wave 2, January 2010

Will transform every type of content 1. Top rated 2. Top viewed / read 3. My network 4. Mix of professional and consumer content

Changing mobile. 20% of SN in Japan exclusive mobile 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% PC only PC and mobile Mobile only All users: Social Networking involvement last month Source: Global Web Index, Wave 2, January 2010

Nothing will ever be the same again In Asia social Active Consumers MUST be part of search your digital will drive the strategy is communications agenda essential

Get in touch • Tom Smith, Managing Director. Trendstream • tom@trendstream.net • IM MSN: tcsmith1@hotmail.com • +447970727061 • Globalwebindex.net

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Global Social Media Trends - Asia Impact

by GlobalWebIndex on Mar 04, 2010

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Global Social Media Trends - Asia Impact — Presentation Transcript