Global Web Index Introduction September 2009

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    3 Favorites

    Global Web Index Introduction September 2009 - Presentation Transcript

    1. Global Web Index 16 markets. 32,000 web users. Unique perspective
    2. Welcome to the Global Web Index • The most detailed exploration of global internet trends ever compiled • Surveying 32,000 consumers in 16 markets • Focuses on the impact of web usage on consumer behaviour, marketing communications and purchasing
    3. Detailed web behaviour Motivations to use web Types of sites Social Media motivators Web applications Why talk about brands? Social Media WEB MOTIVATION BEHAVIOUR Attitudes How people use search Networks Web brands Community Blogging WEB Social Networking Forums SOCIAL Downloading CONTENT MEDIA Video Sharing Streaming Photo Sharing Paid content Micro blogging Why source
    4. Web: Consumer + purchasing + communications Demographics Product purchasing Attitudes E-Commerce Motivations Consumer What talk about online Purchasing Activities Dynamics What researched online Interests Influencer V Receivers Trust in information WEB Role for brands Mobile Gaming Brand activation Marketing Technology PC usage Improves brand perception Communications Future concepts Drives purchase Web access Social media communications
    5. Covers 70% of the global web universe Netherlands Canada UK Russia South Korea Germany China USA France Japan Spain Italy Mexico India Brazil Australia
    6. 32,000 consumer opinions annually July 2009 December 2009 16-64 active web users (online monthly) Representative by age, gender, income volume of usage, region Self completion online questionnaires conducted via Lightspeed global panels Wave 1 Wave 2 16,000 16,000 respondents respondents 32,000 annual survey release
    7. Global Web Index: full trend and data access Point of view Reporting Analysis Data manipulation
    8. Applying it to your business
    9. Establish global impact of social media Watch a video clip Used internet banking Used Webmail Used Instant Messenger Upload photos online Manage a social network profile Listen to LIVE radio online Leave a comment on a story on a… Online office applications Share a video online Made a phone call online / Used VOIP Edit/managed own website Written your own blog Uploaded a video online Used a personalised music service Listened / watched a podcast Written a news story / article Subscribed to an RSS feed Use a micro-blogging service Behaviour – last month Used an aggregator 0% 10% 20% 30% 40% 50% 60% 70% % Have done in the last month Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
    10. Understand market by market differences in adoption 60% Manage a social network profile Written your own blog 50% 40% last month 30% 20% 10% 0% Source: Global Web Index Wave 1
    11. See why countries get involved 70% Stay in touch with friends 60% Research / find products to buy Share content 50% % Very important 40% 30% 20% 10% 0% Motivations to go online Which of the following sites have you visited online in the past month? Please read the description by dragging your mouse on the bold text if you are unsure Source: Global Web Index Wave 1
    12. Provide detailed platform insight: e.g social network 70% 60% % Action Last Month 50% 40% 30% 20% 10% 0% US DATA: Behaviour on a Social Network. Last month
    13. Drive insights on behaviour by content YouTube Facebook Facebook Hulu Other site / service Sent to me via an email On a news site MySpace Google Video MySpace Other photo sharing service Yahoo Video Other Yahoo MSN Video On a film site Photobucket On another video sharing site On a music site Flickr On a retail site On a social network site Other social networking service On my friends blog On another blog Picasa Sent to me via messenger Dailymotion Windows Live Spaces Photobucket Vimeo Imageshack Revver 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% % Watched video last week % Shared a Photo last month US DATA: Video viewing and photo sharing
    14. Quantify the impact of social media on your category 16% % Have posted opinions in the last m0nth 14% 12% 10% 8% 6% 4% 2% 0% Which of the following products, services or topics have you posted Posted opinions – last month opinions about online in the past month? Source: Global Web Index Wave 1
    15. Put a value on consumer driven communication A close friend A family member A good contact on a social network A neighbour The author of a blog you read regularly A store assistant A journalist for a national newspaper A television news reader The main contacts on your microblog e.g Twitter A well known celebrity 55-64 16-24 Your country’s leader / politicians 1.50 2.00 2.50 3.00 3.50 4.00 4.50 Average Trust – 5 equals very strong trust Below is a list of people whose opinions you come into contact with on a regular basis. Now think Trust in communications 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.
    16. Build a detailed audience understanding Create live events e.g music concerts 16-34 Create useful online applications that provide a benefit Strongly Agree: Look after Sponsor my favourite website Provide me with new ideas and thinking my appearance Create competitions Strong interest in fashion Create live events where I can use the product Create a real life community where I can meet similar … Create a platform for you to interact with the … Sponsor my favourite sports team Associate with celebrities that I like Advertise in places that are relevant to you Create videos / TV shows Create an online community Index of brand Provide free downloads to content that I like e.g … activation Offer discounts 100 150 200 Scores 4/5 indexed against UK avareg Please think again about the same brand. Below are list of activities that the brand can Brand activation implement. Which of the following actions are most relevant to you as a person? Where 1 = not at all relevant and 5 = very relevant Source: Global Web Index Wave 1
    17. Quantify the role for social media 50% Creating blogs to talk about the company and product 40% % Improves my opinion of the brand Talking to bloggers directly about relevant products and services 30% Contacting me with helpful information if I mention the brand on a microblog e.g Twitter 20% Providing a page in a social network where you can ask questions directly to the company 10% Listening to the comments that people say on forums, or social networks 0% Fashioninfluencers UK Average Below is a list of activities that brands can engage in online. Some of these are very new and some Improves my opinion will be more familiar to you. Please can you state your opinion on brands engaging in these activities? .
    18. The impact on my brand
    19. Brand partnership: brand focus Brand questions personalise global data set Unique perspective on current performance and the opportunities for brand communications online Advocacy Target users and non users Quantify the role for social media Usage Awareness
    20. Quantify their behaviour on the web 90% Nokia USA iPhone USA Blackberry USA 80% 70% % of users. Last Month 60% 50% 40% 30% 20% 10% 0% Mobile Web usage profile Source: Global Web Index Wave 1
    21. Track web habits of types of brand owners 60% Manage a Social Network 50% Write a blog % of total web audience 40% 30% 20% 10% 0% Owners, web activity last month Source: Global Web Index Wave 1
    22. See what advocates do online Used personalised music services Listen to / watch a podcast RSS Social Network Use Micro-blog Manage your own website Listen to live radio Used instant messenger Write a blog Used webmail 100 105 110 115 120 125 130 135 140 145 advocates indexed against all users. Behaviour in the past month Dell advocates active participation Source: Global Web Index Wave 1
    23. Measure customers brand receptiveness Advertise in places that are relevant to you Offer discounts Create videos / TV shows Provide relevant news and analysis Provide me with new ideas and thinking Sponsor my favourite website Associate with celebrities that I like Create live events e.g music concerts Create competitions Create live events where I can use the product Provide free downloads to content that I like e.g music / film Create useful online applications that provide a benefit Create a real life community where I can meet similar people Create a platform for you to interact with the company or staff directly e.g… Create an online community Sponsor my favourite sports team 90 95 100 105 110 115 advocates indexed against all users. Behaviour in the past month Dell customers indexed against non customers Source: Global Web Index Wave 1
    24. Understand the role for your brand in social media Coca Cola consumers perception of brands in social media Source: Global Web Index Wave 1
    25. Establish the role across markets and segments Contacting me with helpful information if I mention the brand on a microblog e.g Twitter Creating groups in social networks Providing a page in a social network where you can ask questions directly to the company 50% 45% 40% 35% % of customers 30% 25% 20% 15% 10% 5% 0% China UK USA China UK USA HSBC Customer Non Customer Customer base versus non customers: Social media involvement Source: Global Web Index Wave 1
    26. What else could we do? See what Understand Global / local motivates what See how market Target users to talk advertising users use lifestyle dissidents about gets them to mobile profiles brands buy See what Build global motivates Quantify the Understand picture of Size market users to role for non users customer potential source brands lifestyle content Source: Global Web Index Wave 1
    27. Available now: Next wave specify your brand set Games Alcoholic Soft Drinks Technology Mobile Phones Consoles Retail Finance Automotive Drinks Fast Food Sporting Goods
    28. 360 degree output Data tool Report Workshop
    29. Report focus: 50+ pages of unique insight Influencers Engagement with key online users e.g Twitter users Role for brands Brand activation Role for Social Media
    30. Customisation
    31. Make the Global Web Index unique to you: Re-contact Find any audience from the Global Web Index and resurvey. E.g 500 active bloggers Take elements of the GWI questionnaire and re-run it in new countries or audiences New audience / market and benchmark against the main set of data Add questions Add questions to the main survey. E.g segmentation Brand reports Specify your brand and competitors by market Studies that cover a specific category or focus with elements taken from the Global Ad-hoc Web Index to allow benchmarking against the main data set
    32. Getting involved
    33. Access The platform is available now Brand reports are delivered in 3 weeks Wave 2 closes for additions on October 14th tom@trendstream.net

    + Tom SmithTom Smith, 2 months ago

    custom

    699 views, 3 favs, 2 embeds more stats

    Overview of the Global Web Index, a 16 market study more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 699
      • 544 on SlideShare
      • 155 from embeds
    • Comments 0
    • Favorites 3
    • Downloads 36
    Most viewed embeds
    • 152 views on http://www.globalwebindex.net
    • 3 views on http://globalwebindex.net

    more

    All embeds
    • 152 views on http://www.globalwebindex.net
    • 3 views on http://globalwebindex.net

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories