Wave 6 the business of social - UM Paris

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UM mesure depuis 6 ans l’impact des médias sociaux sur le marché mondial. Il s’agit de la plus vaste et la plus longue étude jamais réalisée sur les réseaux sociaux. Cette année, près de 42 000 …

UM mesure depuis 6 ans l’impact des médias sociaux sur le marché mondial. Il s’agit de la plus vaste et la plus longue étude jamais réalisée sur les réseaux sociaux. Cette année, près de 42 000 personnes ont été interrogées dans 62 pays en suivant la même méthodologie.
Grâce à cette étude, depuis 2006, on observe les tendances lourdes dans l’adoption des médias sociaux. Les plateformes de réseaux sociaux comme Twitter (43% des internautes) et surtout Facebook (77% des internautes) sont en train de fédérer l’ensemble des internautes les plus actifs au détriment d’autres plateformes.
La couverture mondiale de l’étude, du Vietnam à la Bulgarie en passant par l’Inde et l’Egypte, est aussi l’opportunité de nuancer les usages les plus dominants en fonction des zones géographiques. Il nous est ainsi possible de lire comment les révoltes arabes ont durablement imposés les réseaux sociaux comme facteur d’épanouissement personnel au Moyen-Orient (58% des internautes égyptiens ont changé leur opinion grâces aux réseaux sociaux).
On voit aussi, encore une fois au niveau mondial, comment les préoccupations sur la protection des données et la thématique de la « privacy », sans être négligées par les internautes (64% d’inquiets), ne suffisent pas à freiner l’adoption des usages sociaux les plus avancés (52% d’accros aux médias sociaux).

L’essor considérable des réseaux sociaux a évidemment un impact sur les autres usages médias et les usages digitaux en particulier. L’étude met ainsi en évidence un reflux du nombre d’internautes sur les sites de marque (-15pts parmi les 15-24 ans), ce qui constitue un défi d’autant plus grand : comment intégrer les médias sociaux dans leur stratégie digitale afin d’offrir l’expérience de marque la plus complète ?
La richesse de l’étude permet également d’isoler les comportements selon les outils utilisés. Il est ainsi possible de concevoir les usages les mieux adaptés à chacun et de différencier par exemple les usages smartphones de ceux plus adaptés aux tablettes. Ces dernières sont peut-être le futur du e-commerce (27% d’intentionnistes pour acheter via ce terminal).
Enfin, Wave met cette année l’accent sur la finalité d’une présence des marques sur les réseaux sociaux. En analysant les motivations des internautes, Wave permet de dépasser l’approche purement quantitative du nombre de fans ou de followers pour connecter la présence de la marque à ses objectifs de communication.
Quelle que soit la cible, quel que soit le secteur, nous pouvons identifier les interactions sociales les plus efficaces pour servir les objectifs de la marque.
Grâce à Wave la présence digitale d’une marque répond véritablement à ses objectifs
Grâce à Wave, il n’y a pas de recette unique pour engager les marques sur les réseaux.
Grâce à Wave, sur les réseaux sociaux aussi, Curiosity Works.

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  • 1. The business of social | Social media tracker 2012 4Source: Flickr
  • 2. BUSINESS SOCIAL 62 countries 42,000 respondents December 2011: September 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 March 2011: 100M members Valued at >$36Bn respondents 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 February 2010: 23,200 April 2010: iPad released Facebook mobile – 100M users respondents August 2009: Xiaonei becomes RenRen INFLUENTIAL Now more than 3.6Bn images on Flickr 29 countries June 2009: Launch 17,000 March 2009: Launch VISUAL respondents Launch October 2008: September 2008: August 2008: First Android phone launch TEXTUAL Over 100M users April 2008: Facebook overtakes 21 countries MySpace in popularity 10,000 15 countries March 2007: Launch respondents 7,500 respondents January 2007: Launch October 2006: September 2006: Launch July 2008: LaunchLaunch 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 Wave: 6 ans d’observation January 2001: Launch March 2002: Launch du digital October 1999: LaunchThe business of social | Social media tracker 2012 5
  • 3. Wave 6Wave 6, l’étude digitale la plus vaste jamais réalisée Algeria Argentina Australia Austria Bahrain Wave 5 Belgium Brazil Algeria Canada Argentina Chile Australia China Austria Colombia Bahrain Wave 4 Croatia Belgium Czech Republic Australia Brazil Denmark Austria Canada Ecuador Belgium Chile Egypt Wave 3 Brazil China Estonia Canada Colombia Australia France China Czech Republic Austria Finland Colombia Denmark Brazil Germany Wave 2 Czech Republic Ecuador Canada Greece Denmark Egypt Australia China Hong Kong Ecuador Estonia Brazil Czech Republic Hungary Finland France Wave 1 China Denmark India France Germany France France Italy Australia Germany Hong Kong Germany Germany Ireland (ROI) China Hong Kong Hungary Greece Greece Japan France Hungary India India Hong Kong KSA Germany India Italy Italy Hungary Kuwait Italy Italy Ireland (ROI) Japan India Latvia India Japan Japan Korea Italy Lebanon Japan Korea Korea Malaysia Japan Lithuania Korea Latvia KSA Mexico Korea Macedonia Mexico Lithuania Kuwait Pakistan Mexico Malaysia Philippines Malaysia Latvia Philippines Netherlands Mexico Russia Mexico Lebanon Russia Pakistan Netherlands Spain Netherlands Lithuania Singapore Philippines Norway UK Norway Malaysia Spain Poland Oman US Peru Mexico Taiwan Romania Philippines Philippines Netherlands Thailand Russia Poland Poland Norway UK Spain Portugal Portugal Oman US Switzerland Puerto Rico Romania Philippines Taiwan Qatar Russia Poland Turkey Romania Singapore Portugal UK Russia South Africa Qatar US Serbia Spain Romania Singapore Sweden Russia Slovakia Turkey Serbia South Africa UK Singapore South Korea US Slovakia Spain South Africa 41 738 62 Sweden Spain Switzerland Sweden Taiwan Taiwan Thailand Thailand Tunisia Tunisia Turkey Turkey Répondants Pays UAE UK UAE UK Ukraine Ukraine US US Vietnam The business of social | Social media tracker 2012 6
  • 4. Le Web Social étudié par Wave Forum/ Social Media Instant Messenger Message boards My personal Brand Website Email Blog Music platform Visit a photo sharing Upload a Video website The business of social | Social media tracker 2012 7
  • 5. #wave6The business of social | Social media tracker 2012 8
  • 6. 1Tendancesglobales 2 Multi- device 3 Business of Social Wave permet également Wave c’est la possibilité de connecterWave permet de comprendre l’état d’appréhender les usages en fonction les expériences sociales avec vosdes lieux du digital dans le monde des terminaux objectifs de communication The business of social | Social media tracker 2012 9
  • 7. Tendances globalesWave permet de comprendre l’état des lieux du digital dans le monde
  • 8. La croissance des réseaux sociaux ralentit 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% Global Germany India Italy 45.1% 51.4% 61.4% 65.2% 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 5 Wave 6 Spain Russia UK Wave 4 Wave 3 29.9% 46.2% 55.5% 59.6% 64.8% 66.1% 79.8% 77.1% 53.4% 55.5% 58.6% 62.9% USA 33.1% 48.3% 58.1% 64.5% Wave: 3 4 5 6 The business of social | Social media tracker 2012 11 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)”
  • 9. La création de profil se stabilise mais la gestion active croît 75% 77% 81% Upload a video Watch video clips Create a profile Manage a profile Visit a friends clip to a video online on a new social on an existing social network sharing website network social network page Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 The business of social | Social media tracker 2012 12 QUESTION: “Thinking about the internet, which of the following have you ever done?”
  • 10. Toujours plus de données partagées The business of social | Social media tracker 2012 13
  • 11. Les gens sont concernés par leurs données personnelles mais pas assez pour renonceraux médias sociaux 65% 50% +9% +22% Vs Wave 5 Vs Wave 5 I am concerned about the amount of Social networks are integral to my personal data online social life The business of social | Social media tracker 2012 14 QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about missing out on something if I don’t visit my social network] & [Social networking sites are an integral part of my social life]”
  • 12. Plus de temps que jamais passé sur les réseaux sociaux Television 10 9 Radio 6 7 Magazines 4 6 Newspapers 5 6 Internet 13 Everyone 13 16-24 year olds Email 7 7 Social networks 7 9 Microblogging sites 6 7 Mobile phone 8 10 Blogs 5 6 Video sites 6 7 The business of social | Social media tracker 2012 15 QUESTION: “Approximately how much time did you spend consuming the following media in the last 7 days?” - Hours per week
  • 13. Pour la première fois, nous assistons à une diminution de certaines plateformes sociales 90% Read blogs/weblobgs 80% Start my own 70% blog/weblogs 60% Visit a photo sharing % Ever Done website 50% Use instant messenger 40% Visit a message board/forum 30% Started a topic on a 20% message board/forum Wave 1 2006 Wave 2 2007 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 The business of social | Social media tracker 2012 16 QUESTION: “Thinking about the internet, which of the following have you ever done?”
  • 14. Le blogging se stabilise et décroit dans certains pays 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%Global Germany India Italy 35.2% 36.3% 29.6% 39.3% 62.2% 63.1% 63.3% 55.6% 61.9% 51.0% 51.5% 51.7% 55.3% 60.6% 64.5% 63.2% Russia Spain UK Wave Wave 4 Wave 5 Wave 6 59.3% 54.6% 63.4% 52.4% 63.6% 55.9% 60.3% 55.8% 50.7% 41.3% 40.8% 45.5% 3 USA 45.6% 50.2% 46.7% 44.9% Wave: 3 4 5 6 The business of social | Social media tracker 2012 17 QUESTION: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogs
  • 15. Le microblogging commence à faire sa place mais n’est toujours pas une évidence Brazil China France 13.4% 43.9% 47.6% 26.3% 53.1% 71.5% 4.1% 8.8% 12.2%Global Germany India Italy14.9% 33.2% 42.9% 6.2% 7.7% 15.9% 24.4% 45.5% 42.9% 9.4% 11.1% 17.7% Russia Spain UK Wave 6 14.2% 19.9% 25.8% 11.5% 19.1% 24.8% 6.4% 19.3% 26.9% Wave 5 Wave 4 USA 8.5% 18.8% 22.1% Wave: 4 5 6 The business of social | Social media tracker 2012 18 QUESTION: “Thinking about using the internet, which of the following have you used in the past 6 months? – Used a microblogging service (e.g. Twitter, Jaiku)”
  • 16. Les sites de marques sont délaissés 90% 85% 13% 80% decrease in 4 75% years 70% 65% 60% Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 The business of social | Social media tracker 2012 19
  • 17. Le reflux est plus marqué chez les jeunes 90% 16-24 25-34 35-44 45-54 -15pts -14pts -9pts -11pts 85% Evol Wave 3 vs Wave 6 80% 75% 70% 65% 60% Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 The business of social | Social media tracker 2012 20 QUESTION: “Thinking about the internet, have you visited an official company / brand website in the past 6 months?”
  • 18. Avec Wave, nous pouvons comparer les plateformes en fonction des usages Que font les gens ? Sur les Sur les Sur les Sur les sites de … réseaux blogs forums marques sociaux The business of social | Social media tracker 2012 21
  • 19. Pour optimiser la communication sur les plateformes sociales, il faut connaitre leursusages spécifiques Meet new people 30% Stay in touch with friends Seek other people’s opinions Manage my life better 25% Make contacts for work 20% Explore the world around me Promote yourself 15% 10% Keep up to date Learn something new 5% Forums 0% “Hang out” or waste time Share knowledge Photo/Video sites Earn respect Change opinions Microblogs Blogs Share new experiences Be creative Feel like you belong Express yourself Have fun/be entertained Make money The business of social | Social media tracker 2012 22 QUESTION: “Which of these online applications does a good job when you want to...”
  • 20. Les sites de marques, aussi, ont des forces spécifiques Meet new people Seek other people’s 30% Stay in touch with friends opinions Manage my life better 25% Make contacts for work 20% Explore the world around Promote yourself me 15% Official brand websites 10% Keep up to date Learn something new 5% Forums 0% “Hang out” or waste time Share knowledge Photo/Video sites Earn respect Change opinions Microblogs Blogs Share new experiences Be creative Feel like you belong Express yourself Have fun/be entertained Make money The business of social | Social media tracker 2012 23 QUESTION: “Which of these online applications does a good job when you want to...”
  • 21. Mais les réseaux sociaux dominent toutes les attentes Meet new people 50% Seek other people’s opinions Stay in touch with friends 45% Manage my life better 40% Make contacts for work 35% 30% Explore the world around me Promote yourself 25% 20% Official brand websites 15% Keep up to date 10% Learn something new 5% Forums 0% “Hang out” or waste time Share knowledge Photo/Video sites Earn respect Change opinions Microblogs Share new experiences Be creative Blogs Feel like you belong Express yourself Have fun/be entertained Make money Social networks The business of social | Social media tracker 2012 24 QUESTION: “Which of these online applications does a good job when you want to...”
  • 22. Wave c’est la granularité des usages mais aussi des pays FUN ACCOMPLISSEMENT CONNEXION ACTION The business of social | Social media tracker 2012 25 QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country
  • 23. Multi-deviceWave permet également d’appréhender les usages en fonction des terminaux
  • 24. ATAWAD: La multiplication des points de contacts digitaux Laptop / Desktop Nombre moyen d’appareils possédés… netbook PC PC …et utilisés pour se connecter à internet5 Smartphone Tablet 4 (eg: iPhone) device (eg: iPad)4 Mobile E-book3 2.5 phone reader (eg: Kindle)2 Internet- Games connected console TV1 Portable Portable0 MP3 / video games player Own Have used to access the console internet The business of social | Social media tracker 2012 27 QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”
  • 25. Le PC et les portables dominent les connexions Digital Cam Mobile Phone 70% Laptop 60% Portable MP3 Desktop PC % Own Device Game Console 50% Portable 40% Game console PVR Smartphone 30% Internet TV Camcorder 20% Tablet 10% Ebook Reader 0% 0% 10% 20% 30% 40% 50% 60% 70% % Use Device to Go Online The business of social | Social media tracker 2012 28 QUESTION: “Which devices do you own and which have you used to access the Internet in the past 6 months?” - Size of the bubble represents % who own device.
  • 26. Le PC domine la majorité des usages digitaux. Emergence des smartphones Read blogs / weblogs Read a digital version of a newspaper or 50% Posted / wrote stories on a blog magazine Uploaded photos to a photo sharing Searched for a location 45% website (e.g. flickr.com) 40% Watched video clips online (e.g. Watched live TV youtube.com) 35% Desktop Smartphone PC 30% (eg: iPhone) Made a purchase Shared a video clip with a friend 25% 20% Downloaded a podcast (pre recorded Joined an online community 15% audio or video show) 10% Tablet Games (eg: iPad) console 5% Downloaded a video podcast (pre recorded Sent a text message TV / video show) 0% Visited a professional social network site Managed a profile on an existing social (e.g. Linked-In etc.) network (e.g. facebook.com) Internet- Portable enabled TV games console Visited a friends social network page (e.g. Downloaded and used an application (app) facebook.com) Used an instant messenger (e.g. Windows Took part in a multi-player online game Live Messenger) Used a cloud based music Visited an official company / brand websitePortable MP3 E-book reader recommendation service (e.g. PANDORA,…/ video player (eg: Amazon kindle) Read a message on a microblog (e.g. Used a search engine (e.g. Google etc.) Wrote/sent a etc.) Twitter message on a microblog (e.g. Visited a message board / forum Twitter etc.) The business of social | Social media tracker 2012 29 QUESTION: “Which activities have you carried out using each device in the past 6 months?”
  • 27. Cette approche nous permet de dissocier smartphones et tablettes Smartphones are better 65% when you want to…. 60% Find your way Access Information 55% quickly Socialize with Explore % Smartphone Owners others the world 50% Ward Off Boredom Get something done Have fun/ 45% Hang out or Be entertained Organize something waste time 40% Read content Relax Manage my life 35% Watch content Play a game 30% Research something thoroughly 25% Learn something new 20% Make a purchase Tablets are better when 15% you want to…. Be creative 10% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% The business of social | Social media tracker 2012 % Tablet Owners 30 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.
  • 28. Grâce à Wave nous pouvons connecter les devices et les expériences FUN INFORMATIONORGANISATION ACTION The business of social | Social media tracker 2012 31 QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to…”
  • 29. The business of SocialWave c’est la possibilité de connecter les expériences sociales avec vos objectifs de communication
  • 30. Un enthousiasme modéré des Français pour les pages de marques dans Facebook +6pts Global 21% 27% Global 47% 52% En France, malgré un regain d’intérêt, la population est toujours réticente à faire partie d’une communauté de marque The business of social | Social media tracker 2012 33 QUESTION: “Have you ever joined a brand community online ?”
  • 31. Pour créer de l’engagement, penser en priorité à l’expérience délivrée par la marque Les attentes des internautes : 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 HIGH INVOLVEMENT To be part of a brand community The business of social | Social media tracker 2012 The ability to influence product development 34
  • 32. L’expérience est dépendante de la catégorie, nous en étudions 19 Consumer Game console Computer Computer technology PC & Video Software Hardware products games Wines, SpiritsMobile Phone & & other Travel & Telecom Food Sports alcoholic Holidays Services beverage Health & Movies Music Fashion Luxury Goods Beauty Charitable Cars Personal Household Non alcoholic organization & Automobile Finance products drinks causes The business of social | Social media tracker 2012 35
  • 33. Trials, CRM & Information produit, sont les expériences sociales attendues dans lacatégorie logiciels Access to news about new developments & software upgrades 40% The ability to contact computer Computer To be part of a brand community 35% software companies and influence software product development 30% 25% 20% Discount vouchers for computer An opportunity to learn something Ensemble software or free software downloads 15% new about different applications 10% 5% 0% Access to unique sponsored events An opportunity to develop my or competitions software skills Access to fun and entertaining The ability to communicate and share content experiences with other users Tools and help to express my A personal response to my creativity and make something worth issues/complaints sharing The business of social | Social media tracker 2012 36 QUESTION: “Thinking about companies that make computer software, which of following statements describes the kind of interaction you would like to have with these companies?” vs Ensemble
  • 34. Les attentes diffèrent en fonction de l’âge même si quelques spécificités demeurent Access to news about new developments & software upgrades 40% Computer The ability to contact computer software software To be part of a brand community 35% companies and influence product development 30% 25% 20% Ensemble Discount vouchers for computer software An opportunity to learn something new or free software downloads 15% about different applications 10% 16-24 5% 0% Access to unique sponsored events or An opportunity to develop my software competitions skills 25-34 35-44 The ability to communicate and share Access to fun and entertaining content experiences with other users A personal response to my Tools and help to express my creativity 45-54 issues/complaints and make something worth sharing The business of social | Social media tracker 2012 37 QUESTION: “Thinking about companies that make computer software, which of following statements describes the kind of interaction you would like to have with these companies?” vs Ensemble / 16-24 / 25-34/ 35-44/45-54
  • 35. 3 expériences émergentes sur la cible 16-34 Computer software To learn something new Personal response to Fun and entertaining about applications issues/complaints content The business of social | Social media tracker 2012 38
  • 36. Des expériences différentes avec la marque produisent des effets spécifiques Computer Letting you know about the company Software Giving a detailed understanding of the company and its 16-34 products Making the company seem more desirable Making you feel closer to the company Fournir des informations produit rapproche les jeunes adultes de la marque Encouraging you to at least try out the company or its products for yourself Encouraging you to buy a product from the company Offrir des réponses personnalisées aux problèmes des clients encourage à l’achat d’autres produits de la marque Making you feel valued as a customer Makes you want to spend more time with the company or brand Proposer des contenus fun et divertissants incite au partage Encouraging you to recommend the brand to others avec sa communauté The business of social | Social media tracker 2012 39 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that makes computer Software, [Learn something new, Personal response to issue or Fun and entertaining content] is best at…?” vs 16-34
  • 37. Nous pouvons mettre ces effets induits en phase avec vos objectifs marketing Letting you know about the company AWARENESS Giving you a detailed understanding EDUCATION Making the company more desirable DESIRE Making you feel closer to the company SEEK MORE Encouraging you to try TRIAL Encouraging you to buy TRANSACTION Making you feel valued as a customer COMMITMENT Makes you want to spend more time with the brand INVOLVEMENT Encouraging you to recommend to others RECOMMENDATION The business of social | Social media tracker 2012 40
  • 38. Avec Wave, les réseaux sociaux vont s’accorder avec vos KPI Computer Letting you know about the company Awareness software Giving a detailed understanding of the company and its products Education Making the company seem more desirable Desire Making you feel closer to the company Seek More Encouraging you to at least try out the company or its products for yourself Trial Encouraging you to buy a product from the company Transaction Making you feel valued as a customer Commitment Makes you want to spend more time with the company or brand Involvement Encouraging you to recommend the brand to others Recommendation The business of social | Social media tracker 2012 41 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that makes computer Software, [Learn something new, Personal response to issue or Fun and entertaining content] is best at…?” vs 16-34
  • 39. Quelle que soit la cible, quel que soit le secteur, nous pouvons identifier les interactions sociales les plus efficaces pour servir vos marquesThe business of social | Social media tracker 2012 42
  • 40. 2 215 978 FansThe business of social | Social media tracker 2012 43SOURCE: https://www.facebook.com/oasisfunpage/likes constaté le 7 mars 2012
  • 41. Forte complémentarité des réseaux avec le Paid Media sur les boissons sans alcools Awareness Education Non alcoholic Beverage Acces to Fun and Desire Entertaining Content Seek More Trial Un contenu qui crée de l’engagement sur la cible et Transaction répond à la quasi-totalité des objectifs marketing d’une marque Commitment Involvement Recommendation The business of social | Social media tracker 2012 44 QUESTION: Thinking about the interactions that you have indicated you would like to have with companies in these categories, [Acces to Fun and Entertaining Content] is best at…?” vs 16-24
  • 42. Un contenu fun et divertissant ne fonctionne pas sur toutes la catégories L’accès a du contenu fun n’est pas un levier qui fonctionne pour toutes les catégories de façon Awareness uniforme & Education Même pour une catégorie qui crée de l’engagement sur ce type de contenu, ce n’est pas un critère qui Desire permet de répondre à l’ensemble des objectifs d’une marque Seek More Trial Transaction Computer Software Computer Hardware Telecoms Commitment Involvement Food Travel Luxury Recommendation The business of social | Social media tracker 2012 45 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in these categories, [Fun and entertaining content] is best at…?” vs Ensemble
  • 43. Tanguy Community Manager chez Bouygues acteur du CRM appliqué au Web Social The business of social | Social media tracker 2012 46 SOURCE: http://gregorypouy.blogs.com/marketing/2012/02/la-crise-des-op%C3%A9rateurs-mobile-analys%C3%A9e-par-tanguy-responsable-web-social-de-bouygues- telecom.html , 29 février 2012
  • 44. Le SRM, la solution pour toutes les marques ? Ou pas. Awareness Expérimenter une réponse à un problème personnel sur les réseaux sociaux permet effectivement de créer de l’engagement dans la catégorie des télécoms, Education mais attention à ne pas généraliser ces comportements sur tous les secteurs Desire Seek More Trial Transaction Computer Software Computer Hardware Telecoms Commitment Involvement Food Travel Luxury Recommendation The business of social | Social media tracker 2012 47 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in these categories, [A personal response to issues and complaints] is best at…?” vs Ensemble
  • 45. The business of social | Social media tracker 2012 48
  • 46. Les interactions souhaitées avec l’univers du luxe par les femmes 16-34 First access to the latest new luxury goods product launches 8% The ability to contact luxury goods To be part of a brand community 7% companies and influence future 6% designs 5% 4% Access to unique luxury events or 3% An opportunity to learn more about competitions 2% luxury goods & companies 1% 0% Access to exclusive content e.g. An opportunity to get advice on videos, music, games etc. what luxury goods to buy The ability to communicate and A personal response to my share advice & recommendations issues/complaints with others Tools and help to express my creativity and share with others The business of social | Social media tracker 2012 49 QUESTION: QUESTION: “Thinking about companies that are involved in Luxury, which of following statements describes the kind of interaction you would like to have with these companies?” vs Femmes 16-34
  • 47. Le Privilège : c’est l’expérience sociale proposées par les marques de Luxe. Awareness Education Luxury Luxury Luxury First access to To learn more To get advice on Desire new product about luxury goods what to buy launches & companies Seek More Trial Dans le luxe, c’est le privilège qui prévaut et au même titre que les marques ont des fans, les marques de Transaction Luxe, elles engrangent des privilégié(e)s qui ont la volonté d’en apprendre plus sur l’entreprise et de de Commitment créer une vraie relation avec la marque Involvement Recommendation The business of social | Social media tracker 2012 50 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in these categories, [To learn more about luxury goods & companies] is best at…?” vs Femmes 16-34
  • 48. The business of social | Social media tracker 2012 51
  • 49. Deux axes complémentaires pour les marques de spiritueux Letting you know about the company Awareness Alcoholic Music Beverage Additional An opportunity to entertaining Giving a detailed understanding of the company and its products Education develop my skills content in wine Making the company seem more desirable Desire tasting/drink making Making you feel closer to the company Seek More La loi Evin qui restreint une grande Encouraging you to at least try out the company or its partie des actions d’une marque products for yourself Trial d’alcool sur les réseaux encourage à trouver des moyens de Encouraging you to buy a product from the company Transaction communiquer en marque blanche. La musique est une catégorie qui Making you feel valued as a customer Commitment permet de produire des expériences complémentaires entre la marque et Makes you want to spend more time with the company Involvement sa cible et créer du désir, autrement or brand Encouraging you to recommend the brand to others Recommendation The business of social | Social media tracker 2012 52 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that make Alcoholic beverage and with companies that produce and distribute movies, which interaction is best…?”
  • 50. Is Social Media working for you?The business of social | Social media tracker 2012 53
  • 51. www.umww.frThe business of social | Social media tracker 2012 54
  • 52. MERCI