IAB Barcelona 2010 - "Social media and branding" by Global Web Index

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Social Media and Branding Tom Smith, Trendstream

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Today • Social Media in 2010 – Where should brands focus? • What do consumers want from brands • The opportunity

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 18 markets, 50K+ surveys - Most detailed social media research

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Social Media in 2010 – Where should brands focus

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Follow the hype.....?

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Not always... 41% Twitter Awareness 55% Facebook Awareness Awareness of web services by country 80% Twitter 70% Facebook 60% 50% 40% 30% 20% 10% 0% UK Netherlands Germany Italy Spain France Russia Source: Global Web Index Wave 2

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 The mass market is different.... 6% Twitter Usage 29% Facebook Usage Weekly usage of web services by country 80% 70% 60% 50% 40% 30% 20% 10% 0% UK Netherlands Germany Italy Spain France Russia Twitter Aware Facebook Aware Twitter Use Facebook Use Source: Global Web Index Wave 2

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Leading users are Know who is using.... marketing and computer professionals Regular Twitter user 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Source: Global Web Index Wave 2 – European Average

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 The Social Web is much bigger Watched a video clip Manage your social network profile Uploaded photos online Used a consumer review site Used a Chat Room / Forum Left a comment on a story on a website Uploaded a video online Listened / watched a podcast Edited/managed own website Written a news story / article Written your own blog Used a micro-blogging service Have Done in the Last Month 0% 10% 20% 30% 40% 50% 60% 70% Source: Global Web Index Wave 2 – European Average

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Growth is driven by Social Networks and Video. Behaviour change moves more slowly than you might think Watched a video clip Manage your social network profile Uploaded photos online Used a consumer review site Used a Chat Room / Forum Left a comment on a story on a website Uploaded a video online Listened / watched a podcast Edited/managed own website Written a news story / article Written your own blog Jul-09 Jan-10 change Used a micro-blogging service 0% 10% 20% 30% 40% 50% 60% 70% Source: Global Web Index Wave 2 – European Average

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 The key involvement points for brands differ by market: France Germany Italy Netherlands Russia Spain UK Manage your social network profile 32% 29% 38% 38% 50% 39% 46% Written your own blog 9% 8% 19% 8% 19% 18% 9% Used a micro-blogging service 4% 4% 12% 3% 13% 7% 6% Edited/managed own website 9% 14% 19% 13% 23% 15% 11% Left a comment on a story on a website 23% 23% 24% 26% 32% 37% 24% Source: Global Web Index Wave 2 – Have done in the last month

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 These contributors shape your brand: reviews and forums are key Where did you mention products and brands in the last month? In reviews on an online retail site 28% To a contact on email 25% On a forum or message board 24% On a site dedicated to reviews and recommendations 24% On a price comparison site 22% To a contact on instant messenger 22% To a contact on a social network 21% In a group on a social network 19% In the comments of a blog 18% On the comments of a news site 17% On my blog 11% 0% 5% 10% 15% 20% 25% 30% Source: Global Web Index Wave 2 – European Average

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 This information impacts all web users... What motivates you to get online? Research / find products to buy 43% Stay up to date on news / events 42% Stay in touch with friends 41% Research how to do things 38% Research for work 33% Entertainment 32% To get inspired/get ideas 27% Education 27% Fill up spare time 26% Find music 25% Find films / TV shows 22% Keep my friends up to date with my life 19% Play games 18% Networking for work 18% Share my opinion 15% Share content 14% Express myself 13% Organise my life 12% Promote something 11% Meet new people 11% Change other people’s opinions 7% Take on a different personality 4% 0% 10% 20% 30% 40% 50% Source: Global Web Index Wave 2 – European Average

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 People trust other consumers online more than any professional contact 80% 70% 60% 50% 40% 30% 20% 10% 0% Source: Global Web Index Wave 2 – European Average

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Your brand perception is shaped here....

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 6 out of 10 are consumer And here..... created

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Key points • Social Media is much bigger than Facebook and Twitter • Forums, reviews and recommendation sites drive purchasing • Contribution in Europe is very purchasing orientated • Contributors are shaping your brand. It is essential to engage them directly

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 What do consumers want from brands?

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 What improves your opinion of the They want to talk!! brand? A company/brand community/social network that allows interaction A page in a social network to ask questions directly to the company Listening to the comments that people say online Sponsoring music downloads Using targeted advertising Braded videos Creating blogs that focus on the company and product Talking to bloggers directly about relevant products and services Creating groups in social networks Becoming your friend in a social network Sponsoring blogs Contacting me with helpful information if I mention the brand 0% 5% 10% 15% 20% 25% Source: Global Web Index Wave 2 – European Average

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 A page in a social network where I can talk directly Interacting Listening to what I say with Staff What improves your opinion of the brand? Top 3

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Technology and fashion brands lead demands for consumer interaction Create a platform for you to interact with the company or staff directly e.g blog / micro-blog 35% 30% 25% 20% 15% 10% 5% 0% Luxury Soft drink Airline Packaged Snack Financial Personal Car / Fashion Technology product food product product / care / Automobile brand product product service beauty brand Source: Global Web Index Wave 2 – European Average

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 The opportunity

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 This is much bigger than just another short term marketing opportunity. It should redefine how brands relate to consumers across the business PR/Comms Customer Advertising Service Product Recruitment Development

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 The social web is fragmented and messy. Take your brand to the consumer in as many platforms as possible: e.g Capricho teen magazine Brazil

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Talk to consumers on a one to one basis e.g Tata, Sony or Apple in India

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Promote your people not just the brand e.g Dell

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Enhance product + provide places for customers to engage: deliver open and real-time customer engagement e.g Skybrasil

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Tell stories about the company: be transparent and open e.g Mercedes video content in China

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Reward consumer involvement and distribution: e.g MTV India or HP Brazil

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 The role of advertising? • Social media is a challenge for advertising: – Need to think beyond the traditional media buy and ad format – Create assets that can also be distributed by consumers and paid for ad units – Use sponsorship with content, and applications – Promote people – Signpost consumers to your social presence – work with social platforms – Help speed up the process – social media is a long term and can be a slow build commitment

BRANDING ONLINE: THE TIME IS NOW 2-3 June 2010 Thank you....! • tom@trendstream.net @tomtrendstream +447970727061 skype: tomtrendstream Managing Director Trendstream Limited

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IAB Barcelona 2010 - "Social media and branding" by Global Web Index

by GlobalWebIndex on Jun 03, 2010

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IAB Barcelona 2010 - "Social media and branding" by Global Web Index — Presentation Transcript