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Wave 6   the business of social - UM Paris
The business of social | Social media tracker 2012   4

Source: Flickr
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: Launch
The business of social | Social media tracker 2012                                                                                                                                                               5
Wave 6
Wave 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
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
#wave6

The business of social | Social media tracker 2012            8
1
Tendances
globales
                                                        2
                                                        Multi-
                                                        device
                                                                                               3
                                                                                               Business of
                                                                                               Social
                                                        Wave permet également                  Wave c’est la possibilité de connecter
Wave permet de comprendre l’état                        d’appréhender les usages en fonction   les expériences sociales avec vos
des lieux du digital dans le monde                      des terminaux                          objectifs de communication




   The business of social | Social media tracker 2012                                                                      9
Tendances
              globales
Wave permet de comprendre l’état des
       lieux du digital dans le monde
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)”
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 friend's
     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?”
Toujours plus de données partagées




  The business of social | Social media tracker 2012   13
Les gens sont concernés par leurs données personnelles mais pas assez pour renoncer
aux 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]”
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
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?”
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
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                        Italy
14.9% 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)”
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
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?”
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
Pour optimiser la communication sur les plateformes sociales, il faut connaitre leurs
usages 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...”
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...”
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...”
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
Multi-device
Wave permet également d’appréhender
 les usages en fonction des terminaux
ATAWAD: La multiplication des points de contacts digitaux

                                                                                                                   Laptop /       Desktop
                    Nombre moyen d’appareils possédés…                                                             netbook PC     PC
                    …et utilisés pour se connecter à internet
5                                                                                                                  Smartphone     Tablet
                           4                                                                                       (eg: iPhone)   device (eg:
                                                                                                                                  iPad)
4
                                                                                                                   Mobile         E-book
3                                                                       2.5                                        phone          reader (eg:
                                                                                                                                  Kindle)

2                                                                                                                  Internet-      Games
                                                                                                                   connected      console
                                                                                                                   TV
1
                                                                                                                   Portable       Portable
0                                                                                                                  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?”
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.
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 website
Portable 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?”
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.
Grâce à Wave nous pouvons connecter les devices et les expériences


                      FUN                                                                                                   INFORMATION




ORGANISATION                                                                                                                 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…”
The business of
         Social
Wave c’est la possibilité de connecter
   les expériences sociales avec vos
         objectifs de communication
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 ?”
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
L’expérience est dépendante de la catégorie, nous en étudions 19

                                                            Consumer    Game console
                                              Computer                                  Computer
                                                           technology    PC & Video
                                              Software                                  Hardware
                                                            products       games

                                          Wines, Spirits
Mobile 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
Trials, CRM & Information produit, sont les expériences sociales attendues dans la
catégorie 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
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
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
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
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
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
Quelle que soit la cible, quel que soit le secteur, nous pouvons identifier les
        interactions sociales les plus efficaces pour servir vos marques




The business of social | Social media tracker 2012                              42
2 215 978
                                  Fans




The business of social | Social media tracker 2012                            43
SOURCE: https://www.facebook.com/oasisfunpage/likes constaté le 7 mars 2012
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
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
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
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
The business of social | Social media tracker 2012   48
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
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
The business of social | Social media tracker 2012   51
Wave 6   the business of social - UM Paris
Wave 6   the business of social - UM Paris
Wave 6   the business of social - UM Paris
Wave 6   the business of social - UM Paris

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Wave 6 the business of social - UM Paris

  • 2. The business of social | Social media tracker 2012 4 Source: Flickr
  • 3. 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: Launch The business of social | Social media tracker 2012 5
  • 4. Wave 6 Wave 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
  • 5. 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
  • 6. #wave6 The business of social | Social media tracker 2012 8
  • 7. 1 Tendances globales 2 Multi- device 3 Business of Social Wave permet également Wave c’est la possibilité de connecter Wave permet de comprendre l’état d’appréhender les usages en fonction les expériences sociales avec vos des lieux du digital dans le monde des terminaux objectifs de communication The business of social | Social media tracker 2012 9
  • 8. Tendances globales Wave permet de comprendre l’état des lieux du digital dans le monde
  • 9. 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)”
  • 10. 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 friend's 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?”
  • 11. Toujours plus de données partagées The business of social | Social media tracker 2012 13
  • 12. Les gens sont concernés par leurs données personnelles mais pas assez pour renoncer aux 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]”
  • 13. 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
  • 14. 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?”
  • 15. 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
  • 16. 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 Italy 14.9% 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)”
  • 17. 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
  • 18. 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?”
  • 19. 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
  • 20. Pour optimiser la communication sur les plateformes sociales, il faut connaitre leurs usages 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...”
  • 21. 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...”
  • 22. 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...”
  • 23. 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
  • 24. Multi-device Wave permet également d’appréhender les usages en fonction des terminaux
  • 25. ATAWAD: La multiplication des points de contacts digitaux Laptop / Desktop Nombre moyen d’appareils possédés… netbook PC PC …et utilisés pour se connecter à internet 5 Smartphone Tablet 4 (eg: iPhone) device (eg: iPad) 4 Mobile E-book 3 2.5 phone reader (eg: Kindle) 2 Internet- Games connected console TV 1 Portable Portable 0 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?”
  • 26. 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.
  • 27. 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 website Portable 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?”
  • 28. 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.
  • 29. Grâce à Wave nous pouvons connecter les devices et les expériences FUN INFORMATION ORGANISATION 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…”
  • 30. The business of Social Wave c’est la possibilité de connecter les expériences sociales avec vos objectifs de communication
  • 31. 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 ?”
  • 32. 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
  • 33. L’expérience est dépendante de la catégorie, nous en étudions 19 Consumer Game console Computer Computer technology PC & Video Software Hardware products games Wines, Spirits Mobile 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
  • 34. Trials, CRM & Information produit, sont les expériences sociales attendues dans la catégorie 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. Quelle que soit la cible, quel que soit le secteur, nous pouvons identifier les interactions sociales les plus efficaces pour servir vos marques The business of social | Social media tracker 2012 42
  • 41. 2 215 978 Fans The business of social | Social media tracker 2012 43 SOURCE: https://www.facebook.com/oasisfunpage/likes constaté le 7 mars 2012
  • 42. 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
  • 43. 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
  • 44. 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
  • 45. 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
  • 46. The business of social | Social media tracker 2012 48
  • 47. 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
  • 48. 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
  • 49. The business of social | Social media tracker 2012 51