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IAB Workshop European Social Media Trends
 

IAB Workshop European Social Media Trends

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Using 3 waves of GlobalWebIndex data, Tom Smith presented a 12 months overview of the social media world as well as the future of advertising online

Using 3 waves of GlobalWebIndex data, Tom Smith presented a 12 months overview of the social media world as well as the future of advertising online

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  • Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world
  • Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world
  • Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world
  • Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world
  • Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world
  • Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world

IAB Workshop European Social Media Trends IAB Workshop European Social Media Trends Presentation Transcript

  • European Social Media – the last 12 months Tom Smith - IAB Social Media Summit September 28th 2010
  • Today we will explore..... The Last 12 Attitudes Months towards brands The Future
  • New level of understanding on the changing web “Global research on social media, web behaviour, online marketing communications”
  • Global perspective: 50K web users. 140K next year Sweden Netherlands Canada UK Russia South Korea Germany China Poland USA France Japan Spain Turkey Italy Mexico India Hong Kong Malaysia Singapore Philippines Brazil Indonesia Australia South Africa Argentina Launch markets Road mapped for Waves 4-5
  • Tracking the last 12 months July 2009 January 2010 September 2010
  • The last 12 months
  • Social Media is maturing Wave1 80% Wave2 70% Wave3 60% 50% 40% 30% 20% 10% 0% Manage your Uploaded a Left a comment Watched a Uploaded Edited/managed Used a Written your Written a news social network video online on a story on a video clip photos online own website microblogging own blog story / article profile website service Social Behaviour online: Last month involvement. Europe Data Source: Global Web Index, Wave 3, September 2010
  • Becoming middle aged Manage your social network profile 80% +2% +5% 70% +6% 60% 50% +8% 40% +5% 30% 20% 10% 0% 16-24 25-34 35-44 45-54 55-64 16-24 25-34 35-44 45-54 55-64 16-24 25-34 35-44 45-54 55-64 Wave 1 Wave 2 Wave 3 Social Behaviour online: Last month involvement. Europe Data Source: Global Web Index, Wave 3, September 2010
  • In all forms of content creation and sharing Wave 1 16-24 Wave 2 16-24 Wave 3 16-24 80% Wave 1 55-64 Wave 2 55-64 Wave 3 55-64 70% 60% 50% 40% 30% 20% 10% 0% Manage your social Uploaded photos online Left a comment on a story Uploaded a video online Written your own blog Written a news story / Used a microblogging network profile on a website article service Social Behaviour online: Last month involvement. Europe Data Source: Global Web Index, Wave 3, September 2010
  • But far from uniform in Europe France Germany Italy Netherlands 80% Poland Russia Spain UK 70% 60% 50% 40% 30% 20% 10% 0% Watched a video clip Uploaded a video online Manage your social network profile Uploaded photos online Used a microblogging service Social Behaviour online: Last month involvement Source: Global Web Index, Wave 3, September 2010
  • But far from uniform in Europe 80% France Germany Italy Netherlands Poland Russia Spain UK 70% 60% 50% 40% 30% 20% 10% 0% Edited/managed own website Left a comment on a story on a Written your own blog Post a comment on a forum / Written a news story / article website message board / bbs website Social Behaviour online: Last month involvement Source: Global Web Index, Wave 3, September 2010
  • Facebook driving standardisation Wave1 Wave2 Wave3 80% 70% 60% 50% 40% 30% 20% 10% 0% Source: Global Web Index, Wave 3, September 2010
  • But a few markets resist....! 96% 89% 81% 82% 78% 69% 60% 50% 48% 37% 37% 30% 26% 18% France Germany Netherlands Poland Russia Spain UK Source: Global Web Index, Wave 3, September 2010
  • Social in 2010 • Social Media is mature and mainstream – Massive growth of the past 5 years is slowing as social media is a core part of our activity • Micro-blogging will never be mainstream – what happens to the real time web? • Becoming more mass • Still major local variations in behaviour • Aggregating into single platforms across the region
  • Attitudes Towards Brands
  • Result is that we trust strangers 80% 70% 60% 50% 40% 30% 20% 10% 0% Sources of trust 4 or 5 on a scale from 1 to 5. Europe only, Wave 3 only. Source: Global Web Index, Wave 3, January 2010
  • Changing our influencers A Social Micro Network blog Blogger Contact Contact Newspaper Television +7% +3% +2% 0% -2% Wave 1-3 change. Europe Data Source: Global Web Index, Wave 3, January 2010
  • Move away from passive comms: Web users embrace conversation + interaction Spain UK 80% 70% 60% 50% 40% 30% 20% 10% 0% Creating videos Creating blogs Contacting me Talking to Listening to the Creating Becoming your Sponsoring Creating a Using micro- Creating a Create online featuring to talk about with helpful bloggers comments that groups in social friend in a music website allow blog / social brand applications / the brand the company information if I directly about people say on networks social network downloads you to interact network pages community online services and product mention the relevant forums, or with the brand / to provide where I can brand on a products and social networks company customer meet new microblog services directly support / people service Which online marketing methods make you think better about the brand: a brand you like Source: Global Web Index, Wave 3, January 2010
  • But each product is different Alcoholic Drinks Healthcare Car / Auto 40% 35% 30% 25% 20% 15% 10% 5% 0% Creating videos Creating blogs Contacting me Talking to Listening to the Creating Becoming your Sponsoring Creating a Using micro- Creating a Create online featuring to talk about with helpful bloggers comments that groups in social friend in a music website allow blog / social brand applications / the brand the company information if I directly about people say on networks social network downloads you to interact network pages community online services and product mention the relevant forums, or with the brand / to provide where I can brand on a products and social networks company customer meet new microblog services directly support / people service Which online marketing methods make you think better about the brand: by category Source: Global Web Index, Wave 3, January 2010
  • Branding in social • Increasingly consumers drive purchase • Consumers want to go beyond the passive advertising • Huge opportunity for brands • Threat for advertising?
  • Where next?
  • Have we reached the peak? Barriers to using a Social Network: Europe I prefer to keep my privacy My friends/family are not involved I find it boring 16.9% There is nothing to say 5.1% 42.9% I’m not allowed to use it at work 7.1% I like to be different I don’t have time 8.9% 12.1% 7.0% Source: Global Web Index, Wave 3, January 2010
  • Shift in this direction: Consumer more the distributor Mobile Open Web Apps Gaming E- books TV Browser Based Packaged Web
  • Behaviour moving into platforms Inside a Social Network +14% Dedicated IM -4% UK: Behaviour Last Month Source: Global Web Index, Wave 3, January 2010
  • Already major points of access 37% Mobile Internet 25% Penetration Applications 10% Games Consoles 4% Internet TV 2% E-books UK: Last month Access Points Source: Global Web Index, Wave 3, January 2010
  • Mobile: shows the growth 45% wave1 wave2 wave3 40% 35% 30% 25% 20% 15% 10% 5% 0% Browsed the internet in the past month from mobile phone Source: Global Web Index, Wave 3, January 2010
  • Key trends: New opportunity for brands Creator Consumer Distributor Unlimited Advertising Scarcity Inventory Approach Brand Optimisation Context
  • Future of Advertising • Brands moving into packaged web environments • Move away from optimisation and click through to selling context and scarcity – back to a traditional media model? • Future a mix of advertising, content, applications and social PR • Consumer the distributor not the creator
  • Thank you......! Globalwebindex.net @globalwebindex tom@trendstream.net