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eCircle   The Dutch Social Media And Email Monitor eCircle The Dutch Social Media And Email Monitor Presentation Transcript

  • The European Social Media and E-mail Monitor ─ A 6 Country Study about the Digital Dialogue between Facebook, Twitter and E-mail(results for the Netherlands, part 1)Munich, January 2011 | Authors: Volker Wiewer and Rolf Anweiler
  • Executive Summary: 5 thesis and facts for the digital dialogue using Facebook, Twitter, E-Mail & Co. in the Netherlands
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    4
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    Fans and Followers are the new E-mail Subscribers
    55% of the population can be reached via social networks, 26% uses them to get information about products and companies, but only 17% are fans or followers of a company. In addition to winning subscribers for their newsletters, marketers should also aim to get fans and followers for their digital customer dialog.
    Social Networks are used to search for product information, not for direct sales
    Twitter users are quite open-minded to product communication (47%) and even 29% of Facebook users get information about products and companies on this platform. The users stay at the platform because of their activity profile consisting of private communication and little “publication”. This is why only a few change to online-shops for buying directly.
    Social Network Users want to be activated by Companies
    Fans and followers are characterized by passive behavior and want companies to post latest information, e.g. only 17% participate in join-in-action of companies.
    When Information is shared, a Great Reach can be achieved.
    39% of social network users have more than 100 friends or follower. On average every shared message reaches 77 people. To get in touch with those multipliers, companies need to integrate their brands and products into users “private communication”.
    3
    E-mail is still the best tool for the digital customer dialog
    Nearly one-third of internet users (40%) can be reached via newsletter. Furthermore almost 17% of fans and followers of company profiles can also be reached via newsletter. This is why companies have to be able to coordinate news via diverse channels.
  • Executive Summary I/II – Results & Theses
    That’s the Way E-mail and Social Networks are used
    • 55% of all respondents have at least one social network account.
    • Hyves is the network with the largest multiplier potential – regarding reach and usage intensity.
    • 26% of the social networkers are interested in information about products and companies.
    • Social networks have a strong viral reach – Hyves being the number one
    • 17% of the social networkers are fans/followers of a company/brand.
    • Almost half (47%) of the fans/followers are a fan/follower because they want to be informed about the company/brand
    • 26% want to demonstrate their attachment to a brand.
    • The “Ego-factor” can be a great benefit for strong brands, although compared to other countries the stickiness to the brands is much lower, e.g. in Germany 40% want to demonstrate their attachment to a brand.
    • Social networkers regard their network as a private area, where they communicate with and get informed about their friends.
    • That is the reason why advertisement in social networks gets the worst results in nearly every image category compared to company/brand profiles and newsletters.
    • Dialog with costumers works through brand profiles or newsletters – advertisement in social networks serves at best as an addition and is not used for brand advertising
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  • Executive Summary II/II – Results & Theses
    That’s the Way E-mail and Social Networks are used
    • 96% of the people with an E-mail account check their E-mails at least once a day.
    • 17% of the E-mail recipients check their E-mails via a mobile device every day.
    • Most of the social networkers use their E-mail account for e-Commerce (65%).
    • E-mail is still the best tool in the digital customer dialog
    • Only 4% of all newsletter subscribers have used the “Share With Your Network”-feature so far.
    • Twitter users share content more often (10%) than other social networkers.
    • Despite the fact that the circulation is still low, a shared message has the potential to reach an average of 77.2 friends, once it gets shared with the whole network.
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    • Prologue: Background and Method
    • Chapter 1: The cosmos of communication How are social media and E-mails used?
    • Chapter 2: Typology of Social Networks Usage structure and motivation
    • Chapter 3: E-mail marketing
    How do consumers read their E-mails today?
    • Chapter 4: Symbiosis – Social Media and E-mail
    Do consumers share their E-mails with others?
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  • Background and Questions
    The majority of recently published studies on social media delivers insights about what consumers do in their social media environment. They don’t provide answers on who these people are and what motivates them to publish and share information.
    This study gives answers on how consumers get in touch with brands via E-mail and social media services like Facebook or Twitter and in which way marketing managers can benefit from this.
    • Main Issues:
    Which target groups are reached via E-mail and social media? How do the channels work in combination?
    What is the typology of social networks and social media users? How can they be addressed by advertisers?
    Facebook fanpages or Twitter accounts – why do users become fans or followers of companies?
    Viral marketing – pipe dream or reality? How many users share advertising content and what reach can theoretically be achieved by advertisers?
    Facebook vs. Twitter - which social media platforms have the largest multiplier effect?
    Is communication via E-mail and social media able to activate the consumer?
    How and Why do Consumersuse Facebook, Twitter, E-mail & Co.
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  • Method
    How and Why do Consumersuse Facebook, Twitter, E-mail& Co.
    • Population: Adults 14-69 years (internet representative)
    • Method: Online survey (panel)
    • Country: The Netherlands
    • Sample size: N = 501
    • Concept/Analysis:
    • Field work:
    • Field time: 09/02 – 09/06/2010
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    • Prologue: Background and Method
    • Chapter 1: The cosmos of communication How are social media and E-mails used?
    • Chapter 2: Typology of social networks Usage structure and motivation
    • Chapter 3: E-mail marketing
    How do consumers read their E-mails today?
    • Chapter 4: Symbiosis – Social Media and E-mail
    Do consumers share their E-mails with others?
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  • Users of the Different Communication Channels (Share) – The Way Consumers use Facebook, Twitter and Co. today
    E-mail
    99% of all respondents
    newsletter
    90% of all respondents
    50%
    social network
    55% of all respondents
    E-mail + newsletter + social network
    50% of all respondents can be reached through all communication channels
    E-mail + newsletter
    40% of all respondents can be reached through E-mails and newsletters but not on social networks
    E-mail + social network
    5% of all respondents can be reached through E-mails and on social networks but not through newsletters
    E-mail
    4% of all respondents can be reached only through E-mail
    40%
    • 40% of the respondents can be reached through newsletters but not on social networks.
    • 50% of the respondents use all communication channels.
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  • Total
    Users of
    E-mail****
    Users of
    E-mail + social network**
    Users of
    E-mail + newsletter***
    Users of
    E-mail + newsletter + social network*
    N = 501
    User Structure I/II – The Mix between Social Media and Newsletter reaches best Older Target Groups
    Low number of cases
    Low number of cases
    N = 22
    N = 250
    N = 201
    N = 24
    in %
    in %
    • Older target groups can be reached best through newsletters.
    • The majority of social network users, which can´t be reached via newsletter, is younger than 29 years.
    *: can be reached through all communication channels **: can be reached through E-mails and on social networks but not through newsletters
    ***: can be reached through E-mails and newsletters but not on social networks ****: can be reached only through E-mails
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  • User Structure II/II – Education slightly diversify between channel users
    Low number of cases
    Low number of cases
    Total
    Users of
    E-mail****
    Users of
    E-mail + social network**
    Users of
    E-mail + newsletter***
    Users of
    E-mail + newsletter + social network*
    N = 22
    N = 24
    N = 501
    N = 250
    N = 201
    In %
    In %
    • Social network users have on average a lower income – household net: 55% earn less than 2000€ per month.
    • Multi channel users are slightly higher educated.
    *: can be reached through all communication channels **: can be reached through E-mails and on social networks but not through newsletters
    ***: can be reached through emails and newsletters but not on social networks ****: can be reached only through E-mails
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    • Prologue: Background and Method
    • Chapter 1: The cosmos of communication How are social media and E-mails used?
    • Chapter 2: Typology of social networks Usage structure and motivation
    • Chapter 3: E-mail marketing
    How do consumers read their E-mails today?
    • Chapter 4: Symbiosis – Social Media and E-mail
    Do consumers share their E-mails with others?
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  • Overview of Social Networks – the Average Dutch User is a Member of 2 Networks and has 77 friends
    In %
    Frequency of use
    of the most frequently used social network
    In %
    Base: Users of social networks (N=278)
    Base: Users of social networks (N=278)
    av. 2.3 memberships
    Number of friends
    of the most frequently used social network
    In %
    av. 77.2 friends
    Base: Users of social networks (N=278)
    • The average social networker is a member of 2 networks.
    • 60% of the social networkers visit their network daily.
    Question: Which social networks do you use / have an account with?
    Question: How often do you generally use social networks?
    Question: How many friends do you have on your social networks?
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  • Categorization of Social Networks – Hyves, Facebook and Hi5 have the Highest Multiplier Effect
    av.
    av.
    Frequency of use in %
    • The social network with the largest number of intensive users („I use at least once a week“) is Hyves – having the highest reach as well.
    Question: How often do you generally use social networks? (7-stage scale, Top3)
    Question: How many friends do you have on your social networks? (6-stage scale1, avarage over minimum of the respective category)
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  • Low number of cases
    Low number of cases
    Av. users of social networks
    Facebook
    Twitter
    Linkedln
    Hyves
    N = 278
    N = 175
    N = 65
    N = 223
    N = 67
    User StructureofSocial Networks
    In %
    • All networks have similar user structures - except for LinkedIn, which has a higher educated community.
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  • Activities in the Social Web – Twitter Users are the Megaphone within the Social Media Users
    Activities
    Facebook
    Twitter
    Social Networks
    Low number of cases
    Base: Users of social networks (N=278)
    Base: Users of Facebook (N=175)
    Base: Users of Twitter (N=65)
    %
    %
    %
    = user generates/spreads content on his/her own
    = user wants to get informed about product/companies
    • Twitter users show an above-average interest in the latest news and they are more willing to share information with others than Facebook users.
    Question: How often do you use your social network on the following occasions? (4-stage scale)
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  • Base: Fans or followers (N=47)
    Low number of cases
    Base: Users of social networks (N=278)
    %
    Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter?
    The Reach of Company Profiles is overrated – only 17% are Fans and Followers
    Only 17% are fans/followers of a brand/company profile.
    Most of the fans are highly educated.
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  • Fans and Followers: 26 % want to show their Attachment to the Company/Brand
    Base: Users of social networks (N=278)
    Yes
    No
    Don‘t know
    Low number of cases
    Low number of cases
    Base: Fans (N=37)
    Base: Fans or followers (N=47)
    • Social networkers become a fan/follower because they want to be informed about news of the company/brand.
    • Therefore they want companies/brands to post the latest information on products/services on their profiles.
    Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter?
    Question: What are the reasons for being a fan of a company/ brand profile on a social network or follower of a company/ brand on twitter?
    Question: What are your expectations regarding company/ brand profiles you are a fan/ friend of? (5-stage scale)
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  • Social Media and E-mail in Interaction – Fans and Followers of Company/Brand Profiles read Newsletters
    Users of different communication channels
    (share on the basis of social network users)
    100%
    17%
    newsletter
    91% of all users of social networks
    fan/follower
    17% of all users of social networks
    96%*
    social network
    96%* of thefans/followerssubscribedtoat least onenewsletter
    91%
    Base: Users of social networks (N=278)
    • 91% of the social networkers subscribed to at least one newsletter.
    • Almost all fans/followers can be reached through newsletters.
    * Base: fans/followers (N=47)
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    • Prologue: Background and Method
    • Chapter 1: The cosmos of communication How are social media and E-mails used?
    • Chapter 2: Typology of social networks Usage structure and motivation
    • Chapter 3: E-mail marketing
    How do consumers read their E-mails today?
    • Chapter 4: Symbiosis – Social Media and E-mail
    Do consumers share their E-mails with others?
    eCircle20
  • Occasions of E-mail Usage – in additionto Private Communication, E-Commerce is still strongly in Focus
    %
    Base: Total (N=501)
    • E-mails are mostly used for private communication and online purchase.
    • More than two thirds of the social networkers use their E-mail account to receive notifications from their social networks.
    Question: How often do you use your E-mail account(s) on the following occasions? (4-stage scale)
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  • Mobile E-mail is important – 17% of E-mail Users already check their E-mails Daily using a Mobile/Device
    Base: Recipients of E-mails (N=497)
    %
    • Nearly every owner of an E-mail account checks his/her E-mails daily.
    • One quarter of E-mail users checks their E-mails using a mobile device.
    Question: How often do you use your E-mail address(es)? (7-stage scale)
    Question: And how often do you check your E-mails using a mobile device (e.g. iPhone, Black Berry etc.)? (8-stage scale)
    eCircle22
    • Prologue: Background and Method
    • Chapter 1: The cosmos of communication How are social media and E-mails used?
    • Chapter 2: Typology of social networks Usage structure and motivation
    • Chapter 3: E-mail marketing
    How do consumers read their E-mails today?
    • Chapter 4: Symbiosis – Social Media and E-mail
    Do consumers share their E-mails with others?
    eCircle23
  • 4 % of Newsletter Subscribers already used the ”Share With Your Network”-Feature in the past
    Content shared with SWYN
    Base: Recipients of newsletters (N=453)
    %
    %
    • Only one quarter of the newsletter recipients know the SWYN-feature and 4% have already used it.
    • News and pictures is the content that would most likely be shared.
    • The main reason for not using the SWYN-feature is a principle aversion of this feature.
    Question: Do you know the ‘share with your network’ feature and have you use it before?
    Question: Which email content would you share with the ‘share with your network’ feature?
    Question: What are the reasons you have never used the ‘share with your network’ feature before?
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  • Usage of „Share With Your Network“-Feature: Facebook & Twitter Users share Content above Average
    Low number of cases
    Facebook
    Twitter
    Base: Twitter users that receive newletters
    (N=62)
    Base: Facebook users that receive newsletters (N=158)
    Base: Recipients of newsletters
    (N=453)
    • Highest awareness and usage of the “SWYN-feature” is among Twitter users.
    Question: Do you know the “share with your network” feature and have you use it before?
    eCircle25
  • Potential behind „Share-With-Your-Network“-Feature in E-mails or Newsletters
    Base: Recipients of newsletters
    (N=453)
    Average number of friends in the most frequently used network= 77.2*
    Calculation bases:
    • 4% of the newsletter subscribers used the feature so far.
    • Every subscriber, who is willing to share content, can reach approx. 77.2 friends.
    Question: How many friends do you have on your social networks?
    Question: Do you know the “share with your network” feature and have you use it before?
    * Calculation bases: minimum number of friends in one category in the most frequent ly used network
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  • Advertising via Social Network is at best an Addition to Fanpages or
    E-mail Marketing
    Base: Users of social networks (N=278)
    Base: Users of social networks (N=278)
    Base: Recipients of newsletters (N=453)
    %
    • Company/brand profiles get highest evaluation.
    • Advertisement on social networks is described as disturbing by almost 60% of the social networkers.
    Question: And how much do you consider company/ brand profiles on social networks as … ?
    Question: And how much do you consider advertisements on social networks as… ?
    Question: And how much do you consider advertisements in newsletters as… ?
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    BLOG
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    Contact
    Bart van Gestel
    b.vangestel@ecircle.com
    030 – 210 63 55
    WEB
    www.ecircle.com
    nl
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