Wave6 - Spain - English
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ABOUT WAVE 6Starting in 2006, Wave is the world’s largest and longest-running study of the impact of social media on today’s global marketplace – making UM the most authoritative agency voice in ...

ABOUT WAVE 6Starting in 2006, Wave is the world’s largest and longest-running study of the impact of social media on today’s global marketplace – making UM the most authoritative agency voice in the social media space.

Covering 62 countries and 43% of the worldwide internet population, Wave 6 – ‘The Business of Social’ – is the most ambitious and sophisticated instalment to date. It offers invaluable, and actionable insights as to how advertisers can bring commercial value to their business through social media strategies, at a time when the value of social media has never been more important to brands.

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Wave6 - Spain - English Presentation Transcript

  • 1. What is Wave?• Wave is a global social media study.• Is a quantitative survey to active Internet users, conducted with UM’s in-house research system, Intuition.Why the Active Internet User?• Active Internet Users are those that use the internet every day or every other day.• Social media is driven by Active Internet Users.• They drive adoption of platforms and tools and they will determine which tools and platforms become dominant. The business of social | Social media tracker 2012
  • 2. What is Wave?• Wave is a social media study.• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across Waves. Spain was included since the Wave 1.• All research is conducted by the EMEA Research team in collaboration with the UM network of agencies.• The survey is carried out using UM’s in-house research system, Intuition.• We have surveyed 41,738 16-54 Active Internet Users in 62 countries.• This year in Spain a total of 1,092 interviews were conducted.• All surveys are self-completed and the data collected is purely quantitative.Why the Active Internet User?• Active Internet Users are those that use the internet every day or every other day.• Social media is driven by Active Internet Users.• They drive adoption of platforms and tools and they will determine which tools and platforms become dominant. The business of social | Social media tracker 2012
  • 3. BUSINESS SOCIAL 62 countries 42,000 respondents September 2011: December 2011: QQ IM – over Over 845M active users 700M active users June 2011: 54 countries Over 200M tweets a day June 2011: Launch April 2011: MOTIVATIONAL 37,600 respondents March 2011: 100M members Valued at >$36Bn December 2010: 100M users just 2.5 months after launch October 2010: “The Social Network” film released August 2010: Groupon is the July 2010: 100M check-ins 38 countries fastest growing company of all time 23,200 respondents April 2010: iPad released February 2010: Facebook mobile – 100M users INFLUENTIAL August 2009: Xiaonei becomes RenRen Now more than 3.6Bn images on Flickr 29 countries June 2009: Launch 17,000 respondents March 2009: Launch VISUAL October 2008: Launch September 2008: First Android phone launch TEXTUAL August 2008: Over 100M users April 2008: Facebook overtakes 21 countries MySpace in popularity 10,000 respondents 15 countries March 2007: Launch 7,500 respondents January 2007: Iphone Launch November 2006: Launch October 2006: Launch September 2006: Launch July 2008: Launch February 2006: Launch August 2005: Launch April 2005: First video uploaded to YouTube March 2005: Launch January 2005: Launch December 2004: Launch February 2004: Launch January 2004: Launch August 2003: Launch September 2003: Launch May 2003: Launch June 2003: Launch January 2003: Launch The Story of Wave March 2002: LaunchJanuary 2001: Launch October 1999: Launch The business of social | Social media tracker 2012
  • 4. Wave 6 AlgeriaThe expanding Wave universe Argentina Wave 5 Australia Austria Algeria Bahrain Argentina Belgium Australia Brazil Austria Canada Bahrain Chile Belgium China Brazil Colombia Wave 4 Canada Croatia Chile Australia Czech Republic China Austria Denmark Colombia Belgium Ecuador Czech Republic Wave 3 Brazil Egypt Denmark Canada Estonia Australia Ecuador China France Austria Egypt Colombia Finland Brazil Estonia Wave 2 Czech Republic Germany Canada France Denmark Greece Australia China Germany Ecuador Hong Kong Brazil Czech Republic Hong Kong Finland Hungary Wave 1 China Denmark Hungary France India France France India Australia Germany Italy Germany Germany Italy China Hong Kong Ireland (ROI) Greece Greece Ireland (ROI) France Hungary Japan India Hong Kong Japan Germany India KSA Italy Hungary Korea Italy Italy Kuwait Japan India KSA India Japan Latvia Korea Italy Kuwait Japan Korea Lebanon Malaysia Japan Latvia Korea Latvia Lithuania Mexico Korea Lebanon Mexico Lithuania Macedonia Pakistan Mexico Lithuania Philippines Malaysia Malaysia Philippines Netherlands Malaysia Russia Mexico Mexico Russia Pakistan Mexico Spain Netherlands Netherlands Singapore Philippines Netherlands UK Norway Norway Spain Poland Norway US Peru Oman Taiwan Romania Oman Philippines Philippines Thailand Russia Philippines Poland Poland UK Spain Poland Portugal Portugal US Switzerland Portugal Romania Puerto Rico Taiwan Qatar Russia Qatar Turkey Romania Singapore Romania UK Russia South Africa Russia US Serbia Spain Serbia Singapore Sweden Singapore Slovakia Turkey Slovakia South Africa UK South Africa Spain US South Korea Sweden Spain Taiwan Sweden Thailand Switzerland 41,738 62 Tunisia Taiwan Turkey Thailand UAE Tunisia UK Turkey Ukraine UAE US UK respondents countries Ukraine US Vietnam The business of social | Social media tracker 2012
  • 5. Blogging: Declining or stabilising in many marketsGlobal Brazil China France 74.5% 70.9% 72.4% 67.9% 74.9% 75.7% 79.6% 81.4% 45.6% 50.2% 46.7% 43.9% 55.3% 60.6% 64.5% 63.2% Wave Wave 4 Wave 5 Wave 6 Germany India Italy 3 35.2% 36.3% 29.6% 39.3% 62.2% 63.1% 63.3% 55.6% 61.9% 51.0% 51.5% 51.7% Spain Russia USA UK 63.6% 55.9% 60.3% 55.8% 59.3% 54.6% 63.4% 52.4% 45.6% 50.2% 46.7% 44.9% 50.7% 41.3% 40.8% 45.5% Wave: 3 4 5 6 The business of social | Social media tracker 2012 QUESTION: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogs
  • 6. Microblogging is still rising but is yet to be fullyunderstood globallyGlobal Brazil China France 13.4% 43.9% 47.6% 26.3% 53.1% 71.5% 4.1% 8.8% 12.2%14.9% 33.2% 42.9% Germany India Italy Wave Wave 6 6.2% 7.7% 15.9% 24.4% 45.5% 42.9% 9.4% 11.1% 17.7% 5 Wave 4 Russia USA UK 14.2% 19.9% 25.8% 8.5% 18.8% 22.1% 6.4% 19.3% 62.9% Spain 11.5% 19.1% 24.8% Wave: 4 5 6 The business of social | Social media tracker 2012 QUESTION: “Thinking about using the internet, which of the following have you used in the past 6 months? – Used a micro blogging service (e.g. Twitter, Jaiku)”
  • 7. Growth in social networking has slowed Brazil China France 63.6% 53.9% 74.5% 74.3% 47.4% 51.4% 68.4% 68.9% 26.3% 43.4% 53.2% 53.5%Global45.1% 51.4% 61.4% 65.2% Germany India Italy Wave 6 27.2% 36.6% 37.8% 53.1% 51.4% 62.8% 72.5% 67.1% 24.0% 34.4% 53.9% 61.2% Wave Wave Wave 5 3 4 Spain USA Russia UK 33.1% 48.3% 58.1% 64.5% 64.8% 66.1% 79.8% 77.1% 53.4% 55.5% 58.6% 62.9% 29.9% 46.2% 55.5% 59.6% Wave: 3 4 5 6 The business of social | Social media tracker 2012 QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months? - Manage a profile on an existing social network (eg: facebook.com)”
  • 8. CONSUMERS IN SOCIAL MEDIA
  • 9. Are we abandoning the brand website?-Global- 90% 13% 85% decrease in 4 years 80% 75% 70% 65% 60% Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011Base Global: 41,738 The business of social | Social media tracker 2012 QUESTION: “Thinking about using the internet, have you visited an official company/brand website in the past 6 months?”
  • 10. This is clearer amongst the youngest audiences-Global-90% 16-24 25-34 35-44 45-5485%80%75%70%65%60% Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011Base Global: 41,738 The business of social | Social media tracker 2012 QUESTION: “Thinking about the internet, have you visited an official company / brand website in the past 6 months?”
  • 11. Hipothesys Brands have a great opportunity if they understand the nature of the social media environment where they are acting, and if they figure out which is their relevance in these environments.The business of social | Social media tracker 2012
  • 12. People are concerned but also too attached-Spain- 45% 65% +17% +3% Social networks are I am concerned integral to my social about the amount ofBase Spain: 1,092 life personal data online The business of social | Social media tracker 2012
  • 13. Spending more time than ever on social networks -Spain- Everyone 9 Television 9 16-24 year olds 5 Radio 5 3 Magazines 4 4 Newspapers 5 13 Internet 13 6 Email 6 5 Social networks 9 3 Microblogging sites 5 6 Mobile phone 8 4 Blogs 5 Video sites 4 Base Spain: 1,092 6Base Spain 16-24: 230 The business of social | Social media tracker 2012 QUESTION: “Approximately how much time did you spend consuming the following media in the last 7 days?” - Hours per week
  • 14. Sharing with more people than ever before -Global- 80 Social networks 70 Instant messenger 60 Forum/Message board Average number of people 50 My personal blog 40 Phone Email 30 Face to face 20 Text message (SMS) 10 Post/Letter 0 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011Base Global: 41,738 The business of social | Social media tracker 2012 QUESTION: “Approximately how many people do you stay in contact with in your personal life through the following means?”
  • 15. And people are still sharing personal data -Spain- Are too many brands in Social Media: 51% 45% 49% 44% 45% 49% 47% 42% 43% 44% 44% 42% 33% 32% 32% 30% 31% 28% 28% 29% 25% 27% 24% 25% 21% 18% 19% 16% 13% 13% 12% 8%Purchased Make Organise Update Used a Affiliate Join Play Used Write a Shared Join a Upload Display Join an Removed Dating Find Find old Upload Update Messagesomething Contacts events my status “like” with or a group Games new friends live chat blog Your Celebrity videos my interests Interest Someone friends photos my profile friends for work/ button become location group group or from my Professional friend list fan of a cause reasons brand Base Spain: 1,092 The business of social | Social media tracker 2012 QUESTION: “What have you done with your social networking profile?, amongst those who have used a social network in the past 6 months”
  • 16. Social network’s power differs across the world CONNECTION Meet new people Keep up to date Share new experiences Seek other people’s opinions FUN“Hang Out” or waste time Express yourselfStay in touch with friends ENABLEMENT Make contacts for work Change opinions Make money SELF-IMPROVEMENT Learn something new Base Global: 41,738 Manage my life better Share knowledge The business of social | Social media tracker 2012 QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country
  • 17. Not all social platforms are born equal-Spain- Forums Photo/Video sites Change Opinions: 56% Hang out or waste time: 64% Seek others opinions: 54% Have fun: 63% Share Knowledge: 48% Be creative: 50% Learn Something New: 44% Share new experiences: 41% Official brand websites Social networks Learn Something New: 30% Stay in touch with friends: 90% Keep up to date: 27% Meet new people: 80% Make Money: 19% Hang out or waste time: 75% Make contacts for work: 16% Have fun: 70% Blogs Microblogging Express Yourself: 63% Express yourself: 91% Share Knowledge: 59% Stay in touch with friends: 88% Seeks others opinions: 58% Seek others opinions: 85% Be creative: 54% Have fun: 85% Base Spain: 1,092 The business of social | Social media tracker 2012
  • 18. MICROSOFT’S EXAMPLE
  • 19. The Cloud The business of social | Social media tracker 2012
  • 20. WAVE 5: Microsoft Workshop – Day 1 The business of social | Social media tracker 2012
  • 21. WAVE 5: Microsoft Workshop – Day 2 The business of social | Social media tracker 2012
  • 22. BRANDS ANDSOCIAL MEDIA
  • 23. Think about social experiences first LOW INVOLVEMENT I want no interaction Access to news about new developments Discount vouchers Access to fun and entertaining content An opportunity to learn something new A personal response to my issues/complaints Access to unique sponsored events or competitions An opportunity to develop my skills The ability to communicate and share experiences with others Tools to help me express my creativity and make something worth sharing To be part of a brand community HIGH INVOLVEMENT The ability to influence product development The business of social | Social media tracker 2012
  • 24. To meet our objectives-Spain- Access to Ability to Opportunity Opportunity Communicate Tools to A personal Access to Access to Discount To be part of breaking contact to learn to develop & share express my response to fun & unique vouchers a brand news or companies more skills experiences creativity my issues / entertaining events or community product & influence & make complaints content competitions launches product something development worth sharingBase Spain: 1,092 The business of social | Social media tracker 2012 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that make computer software, companies that make computer hardware, companies that are involved in the fashion industry and companies & artists that make & distribute music, which interaction is best…?”
  • 25. That experiences should meet consumer needs-Spain- Keep in touch: Share with others: 46% Read a regular blog: 25% I am influenced by others: 20% Friends and Fun: Associate something cool: 26% Have fun: 42% Friends recommendation: 27% Creativity: Get free content: 43% Product Development 22% Develop my skills: 18% Stay Ahead: New products: 64% Learn 58% Many brands in Social Media: 34% Influencers: 28% Base Spain: 1,092 The business of social | Social media tracker 2012
  • 26. CONNECTING WITH SOCIALEXPERIENCES
  • 27. People have many ways to connect with the internet-Spain- Average number of devices owned and used to access the internet 8.2 Laptop / netbook PC Desktop PC Smartphone Tablet (eg: iPhone) device (eg: 4.5 iPad) Mobile E-book phone reader (eg: Kindle) Internet- Games connected console TV Portable Portable MP3 / video games player console Own Have used to access the internetBase Spain: 1,092 The business of social | Social media tracker 2012 QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”
  • 28. Smartphone penetration is growing rapidly 37% 34% 45% 24% 28% 37% 53% 36% 16% 36% 37% 22% 42% 26% 39% 23% 20% 2 0 25% 45%45% 2 24% % 38% 29% 9 % 28%11% 44% 41% 34% 44% 27% 42% 40% 61% 22% 9% 11% 44% 59% 8% 31% 18% 43% 45% 38% 37% 37% 59% 47% 33% 43% 38% 43% 28 34% % 67% 40% 35% % own a smartphone >60% 43% 50-60% 62 27 % 40-50% 25 % % 30-40% <30%Base Global: 41,738 The business of social | Social media tracker 2012 QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
  • 29. With tablet penetration slowly catching up 11% 6% 6% 12% 9% 15% 5% 6% 37% 12% 13% 11% 11% 6% 5% 10% 12% 11% 18% 10% 5% 6% 6% 2% 14% 14% 8% 5% 12% 2 0 % 11% 2 9 % 16% 8% 4% 11% 14% 14% 20% 11% 14% 8% 17% 20% 33% 17% 32% 5% 21% 19% 16% 18% 19% 12% 19% 22% 28% 12% 34 % 12% % own a tablet device >20% 10% 14% 15-20% 11% 12 10-15% % 5-10% <5%Base Global: 41,738 The business of social | Social media tracker 2012 QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)
  • 30. PC, the most versatile to access the internet-Spain- Everyone Read blogs Joined a group buying community Post/write on a blog Browsed the internet Upload photos to photo sharing site Shared your location via location-based Watch video clips online social network Laptop / Desktopnotebook PC PC Read a book Shared a video with a friend Read a digital newspaper/magazine Download a podcast Smartphone Tablet (eg: iPhone) (eg: iPad) Searched for a location Download video podcast Watched live TV Managed a social network profile Mobile E-book reader phone (eg: Amazon kindle) Made a purchase Visited a friends social network page Joined an online community Used instant messenger Internet- Games enabled TV console Visited a professional social network Visited a company/brand website Take part in multi-player game online Used search engine Used a cloud-based musicPortable MP3 Portable Wrote/sent a message on microblog reccommendation service/ video player games Downloaded & used an app Read a message on microblog console Sent a text message Visited a forum Base Spain: 1,092 The business of social | Social media tracker 2012 QUESTION: “Which activities have you carried out using each device in the past 6 months?”
  • 31. Among the youngest mobility is a growing trend -Spain- 16-24 yo Read blogs Joined a group buying community Post/write on a blog Browsed the internet Upload photos to photo sharing site Shared your location via location-based Watch video clips online social network Laptop / Desktop notebook PC PC Read a book Shared a video with a friend Read a digital newspaper/magazine Download a podcast Smartphone Tablet (eg: iPhone) (eg: iPad) Searched for a location Download video podcast Watched live TV Managed a social network profile Mobile E-book reader phone (eg: Amazon kindle) Made a purchase Visited a friends social network page Joined an online community Used instant messenger Internet- Games enabled TV console Visited a professional social network Visited a company/brand website Take part in multi-player game online Used search engine Used a cloud-based music Portable MP3 Portable Wrote/sent a message on microblog reccommendation service / video player games Downloaded & used an app Read a message on microblog console Sent a text message Visited a forumBase Spain 16-24: 230 The business of social | Social media tracker 2012 QUESTION: “Which activities have you carried out using each device in the past 6 months?”
  • 32. Different devices for different things -Spain- 80% 75% 70% Find your way Socialize with Ward Off Boredom 65% others Hang out or 60% waste time% Smartphone Owners Manage my life Access Have fun/ 55% Information Organize something Be entertained 50% quickly Play a game Watch content 45% Read content 40% Explore the world Relax 35% Learn Something Get something done 30% new 25% Be creative Research something thoroughly 20% Make a purchase 15% 10% 17% 22% 27% 32% 37% Base Spain: 1,092 % Tablet Owners The business of social | Social media tracker 2012 QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to… Smartphone Owners vs. Tablet Owners.
  • 33. Impact of devices on media consumption-Spain- 14 13 Average hours spent consuming media in last 7 days Browsing the 12 internet 11 10 TV 9 8 Social networks 7 6 Newspapers 5 4 Magazines 3 2 1 1 2 3 Number of devices used to access the internet Base Spain: 1,092 The business of social | Social media tracker 2012 QUESTION: “Approximately how much time have you spent consuming the following media in the last 7 days by the number of devices used to access the internet”
  • 34. Connecting devices to experiences FUN INFORMATION Play a Game Learn Something New Have Fun/ Be Entertained Access Information Quickly Ward Off Boredom Research Something Thoroughly Hang Out or Waste Time Socialise With Others Relax Find My Way Get Something Done Be Creative Make a Purchase Organise Watch Content Something Explore the World Manage My Around Me Life Read ContentORGANISATION ACTION Base Spain: 1,092 The business of social | Social media tracker 2012 QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to…”
  • 35. BUSINESS OF SOCIAL: ROI
  • 36. The importance of metrics The business of social | Social media tracker 2012
  • 37. Interaction Time +1The business of social | Social media tracker 2012
  • 38. Copy Uplift OTS Ad stock Halo effect GRPS Baseline Reach Synergy Sales Impact Impact on brand image Half LifeThe business of social | Social media tracker 2012
  • 39. How Buzz behaves Offline: 20%  Online 50-70% decay The business of social | Social media tracker 2012 Source: FMCG brand Source: Radian 6 & UM Metrics
  • 40. The magic number % of online buzz directly attributable to media investment 29% 24% 22% 19% 20% 17% Beverages Fashion Financial Automotive Tech Retail Travel Services The business of social | Social media tracker 2012 Source: Radian 6 & UM Metrics
  • 41. How the Earned – Paid – Owned are related 44% € 12% 19% 11% www 19% € 4% 37% 12% www The business of social | Social media tracker 2012 Source: Radian 6 & UM Metrics
  • 42. TV is a reliable way to generate online buzz…. 1,5 0,61 0,67 0,11But what makes our campaign shine is the online strategy The business of social | Social media tracker 2012 Source: Radian 6 & UM Metrics
  • 43. 0,0 5,0 10,0 15,0 20,0 25,0 30,0 19/05/08 - 25/05/08 23/06/08 - 29/06/08 28/07/08 - 03/08/08 01/09/08 - 07/09/08 06/10/08 - 12/10/08 10/11/08 - 16/11/08 15/12/08 - 21/12/08 The business of social | Social media tracker 2012 19/01/09 - 25/01/09 23/02/09 - 01/03/09 30/03/09 - 05/04/09 04/05/09 - 10/05/09 08/06/09 - 14/06/09 13/07/09 - 19/07/09 17/08/09 - 23/08/09 21/09/09 - 27/09/09 Negative Ingredient (Posts) 26/10/09 - 01/11/09 30/11/09 - 06/12/09 04/01/10 - 10/01/10Source: Radian 6 & UM Metrics 08/02/10 - 14/02/10 15/03/10 - 21/03/10 19/04/10 - 25/04/10 24/05/10 - 30/05/10 28/06/10 - 04/07/10 02/08/10 - 08/08/10 Brand Preference (%) 06/09/10 - 12/09/10 11/10/10 - 17/10/10 15/11/10 - 21/11/10 20/12/10 - 26/12/10 24/01/11 - 30/01/11 Conversations have an impact on brand health. 28/02/11 - 06/03/11 04/04/11 - 10/04/11 09/05/11 - 15/05/11
  • 44. Transforming Buzz to Media Metrics. Buzz is additional time Buzz is Reach Buzz is earned media with users3713 GRPs invested by a 2011YTD Blogs, Forums, News This represented a total retail company in 2011 and Twitter generated 3,122 of 165,452€ Earned generated 207 Buzz Media hours of conversation with GRPs consumers The business of social | Social media tracker 2012 Source: Radian 6 & UM Metrics
  • 45. Quantifying to improve Including Buzz on the planning and modeling tools Media 1 investment Media 2 investment R2 = 84% Modeled Sales Actual Sales The business of social | Social media tracker 2012 Source: Radian 6 & UM Metrics
  • 46. How the media mix impact on sales 140 Sales Modeling 120 100POSTS 80 60 40 20 0 Base Unexplained Events Video Youtube Uploaded Video Youtube 2 uplodaded TV GRPs Radio GRPs Online GRPs The business of social | Social media tracker 2012 Source: Radian 6 & UM Metrics
  • 47. Business of Social 44% € 12% 19% www 11% 13% The business of social | Social media tracker 2012 Source: Radian 6 & UM Metrics
  • 48. The business of social | Social media tracker 2012
  • 49. We are different! The business of social | Social media tracker 2012
  • 50. The importance about Social Media isn’tthe Media. It’s the dialog that brands and consumers establish. It’s learning to communicate with them and providing value. Not loosing the chance to connect. The business of social | Social media tracker 2012
  • 51. Hypertargeting The business of social | Social media tracker 2012
  • 52. The Future S M E U T A C A S C R U O G R C U N E E S T T M E E E I E S R N N N S T The business of social | Social media tracker 2012 G T S
  • 53. WRAP UP
  • 54. “Is Social Media working for you? Or are you working for Social Media?”The business of social | Social media tracker 2012
  • 55. To know more:umspain@umww.comTwitter:https://twitter.com/#!/UMSpainFacebook:http://www.facebook.com/#!/pages/UM-Spain/328887127152662YouTube:http://www.youtube.com/user/UMWWSpain The business of social | Social media tracker 2012