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F A C E B O O K :   B E Y O N D   T H E   H Y P E
GLOBALWEBINDEX   is the most detailed  global research study into onlineconsumers attitudes, motivations andbehavior acros...
TODAY:          GLOBAL                UNDERSTAND                    PASSIVE V         ADOPTION                  YOUR      ...
FACEBOOK GLOBAL PENETRATION: ACCOUNT OWNERSHIP      100%                                         Facebook       90%       ...
UK LEADS FACEBOOK      100%                               United Kingdom   United States of America                       ...
FACEBOOK USERS ARE BY FAR THE MOST ACTIVE         70%                                  CONTRIBUTED IN                     ...
GROWTH IS FLATTENING THE WORLD      60.0%                                                        % Growth in 2011      50....
MOBILE SHIFTOn average how often do you visit the following websites / services in the past month?(% of internet users via...
BEHAVIOUR PROFILES      100%                      PC       90%                      Mobile       80%       70%       60%  ...
KEY CONSUMER SEGMENTS: PASSIVE V ACTIVE                      HEAVY                 CONTRIBUTORS             PASSIVE USERS ...
AGE IS STILL A DRIVER     50%     45%     40%     35%                                 Heavy facebook     30%              ...
ENTERTAINMENT AND CONNECTION ARE KEY DRIVERS                                          Heavy facebook   Passive Facebook   ...
ONLINE BEHAVIOUR: HEAVY CONTRIBUTORS DOMINATE THE WEB                                                                Manag...
CASE STUDY: GLOBAL FMCG CLIENT                                            Brand                                          C...
SEBASTIAN                 RIKARD  Fashion /                Self Worth /   Image /               ImprovementPersonal Rep
Sebastian spreads his behaviour across networks                                   100%                                    ...
Rikard is more about “messaging” and light activities                                      70%                            ...
Sebastian more outward. Rikard is reactive and passive                                                   Stay in          ...
Give Sebastian access and insider knowledge                                           Discounts for future purchases      ...
TODAY:          INCREASING                          DON’T FORGOTTHE       ALWAYS         LOCALISATION >                   ...
Tom SmithFoundertom@globalwebindex.netBrett PetersenDirector Strategy Consultingbrett@globalwebindex.net
Facebook  Beyond the Hype - GlobalWebIndex july 2012
Facebook  Beyond the Hype - GlobalWebIndex july 2012
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Facebook Beyond the Hype - GlobalWebIndex july 2012

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A presentation given at the Facebook Marketing conference in London 18th July 2012.

Provides a global view and benchmark versus other leading social networks

Explores the growing segment of passive users

Case study of why its so important to understand your audience before building out your Facebook presence

Published in: Technology, Business
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Transcript of "Facebook Beyond the Hype - GlobalWebIndex july 2012"

  1. 1. F A C E B O O K : B E Y O N D T H E H Y P E
  2. 2. GLOBALWEBINDEX is the most detailed global research study into onlineconsumers attitudes, motivations andbehavior across all Internet platforms. 31 Countries | 150,000 Respondents | 7 Waves | 150 Questions
  3. 3. TODAY: GLOBAL UNDERSTAND PASSIVE V ADOPTION YOUR ACTIVE TRENDS AUDIENCE
  4. 4. FACEBOOK GLOBAL PENETRATION: ACCOUNT OWNERSHIP 100% Facebook 90% Twitter 80% 70% 60% 50% 40% 30% 20% 10% 0%Source: GlobalWebIndex. Wave 7 Q2 2012
  5. 5. UK LEADS FACEBOOK 100% United Kingdom United States of America France Germany 90% Russia 80% 70% 60% 50% 40% 30% 20% 10% 0%Source: GlobalWebIndex. Wave 7 Q2 2012
  6. 6. FACEBOOK USERS ARE BY FAR THE MOST ACTIVE 70% CONTRIBUTED IN THE PAST 60% MONTH 50% 40% 30% 20% 10% 0%Source: GlobalWebIndex. Wave 7 Q2 2012
  7. 7. GROWTH IS FLATTENING THE WORLD 60.0% % Growth in 2011 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% -10.0%Source: GlobalWebIndex. Percentage of users with active Facebook accounts. Wave 4 to Wave 6 2011
  8. 8. MOBILE SHIFTOn average how often do you visit the following websites / services in the past month?(% of internet users via PC, Mobile, Tablet device GWI.6)
  9. 9. BEHAVIOUR PROFILES 100% PC 90% Mobile 80% 70% 60% 50% 40% 30% 20% 10% 0% Checked in Uploaded Organised an Shared links Shared Followed a Shared a link Watched Clicked a Posted Commented Messaged Uploaded Commented at a location and share event to blogs videos group or like to an article video clips button linked comment on a friend with friends and share on a friend your own created by a page created by to the service about my photo or on a one on photos post videos other internet created by a other internet that likes an daily activities video one basis users brand users article page product etc. (e.g. Facebook Like button, Google + butSource: GlobalWebIndex. Wave 7 Q2 2012
  10. 10. KEY CONSUMER SEGMENTS: PASSIVE V ACTIVE HEAVY CONTRIBUTORS PASSIVE USERS (1+ TIMES A DAY) 4.6m 3.6m
  11. 11. AGE IS STILL A DRIVER 50% 45% 40% 35% Heavy facebook 30% Passive Facebook 25% 20% 15% 10% 5% 0%Source: GlobalWebIndex. Wave 7 Q2 2012
  12. 12. ENTERTAINMENT AND CONNECTION ARE KEY DRIVERS Heavy facebook Passive Facebook 80% 70% WHATMOTIVATES 60% ME TO GO 50% ONLINE? 40% 30% 20% 10% 0%Source: GlobalWebIndex. Wave 7 Q2 2012
  13. 13. ONLINE BEHAVIOUR: HEAVY CONTRIBUTORS DOMINATE THE WEB Managed social network profile Heavy Contributors Used an aggregator 100% Watched a video clip Written a news story/article 90% Uploaded photos online Passive Users 80% Used a microblogging service 70% Purchased a product online 60% 50% Subscribed to an RSS feed Used internet banking 40% 30% 20% Written your own blog Used Webmail 10% 0% Bought an offer on a group-buying Commented on a story site e.g. Groupon Edited/managed own website Reviewed a product or brand online Used a social bookmark service Used Instant Messenger Asked or answered a question on a Posted on a forum/BBS Q/A service Used VOIP/online phone Uploaded a video online Used online office applicationsSource: GlobalWebIndex. Wave 6 Q2 2012
  14. 14. CASE STUDY: GLOBAL FMCG CLIENT Brand Conscious Stand Out From The Crowd Look After Appearance Image 18-34 MALE How I spend my time is more important than the money I make Strive to achieve more
  15. 15. SEBASTIAN RIKARD Fashion / Self Worth / Image / ImprovementPersonal Rep
  16. 16. Sebastian spreads his behaviour across networks 100% 90% Sebastian Rikard 80% 70% 60% Whatsocial network 50% do I use? 40% 30% 20% 10% 0%Source: GlobalWebIndex. Wave 4-6 2011
  17. 17. Rikard is more about “messaging” and light activities 70% Sebastian Rikard 60% 50% WhatdidI doon 40% Facebookin thelast 30% month? 20% 10% 0%Source: GlobalWebIndex. Wave 4-7 2011 + 2012
  18. 18. Sebastian more outward. Rikard is reactive and passive Stay in touch with Stay in touch friends with friends 50% Update my 63% T 3motivations to op friends on use asocial network my life Entertainment 17% 7% Update Entertainment my friends on my life 7% 7%Source: GlobalWebIndex. Wave 4-6 2011
  19. 19. Give Sebastian access and insider knowledge Discounts for future purchases Customer service Competitions Access to new products prior to… Whatmotivates me to followa brand? A feature that enables me to track my… The ability to interact and talk to… Personalised purchase… Be asked to come up with ideas for… The ability to purchase products… Exclusive insight or information about… No interest in any of the above Being able to connect with other fans… Rikard Details of what my friends have bought Sebastian Details of what my friends would like… 0% 20% 40% 60% 80%Source: GlobalWebIndex. Wave 4-7 2011 + 2012
  20. 20. TODAY: INCREASING DON’T FORGOTTHE ALWAYS LOCALISATION > PASSIVE >THINK UNDERSTANDYOUR MORE LOCAL CONTENT AUDIENCE CULTURE
  21. 21. Tom SmithFoundertom@globalwebindex.netBrett PetersenDirector Strategy Consultingbrett@globalwebindex.net
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