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Future Web Asia - Global Web Index   Role For Brands
 

Future Web Asia - Global Web Index Role For Brands

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Presentation from the Asia launch of the Global Web Index, given by Jenny Armshaw-Heak. Looks at the the impact of social media on the way that consumers in the region interact with brands.

Presentation from the Asia launch of the Global Web Index, given by Jenny Armshaw-Heak. Looks at the the impact of social media on the way that consumers in the region interact with brands.

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    Future Web Asia - Global Web Index   Role For Brands Future Web Asia - Global Web Index Role For Brands Presentation Transcript

    • Social Media – What does it mean for my brand? Jenny Armshaw-Heak. Business Development Director, APAC. Lightspeed Research
    • SNS-BLOG-BBS already mainstream 80% Social Networking Blog Chat/Forum/Message 70% 60% 50% 40% 30% 20% 10% 0% Brazil India UK USA Australia China Japan South Korea Source: Global Web Index, Wave 2, January 2010 Sites visited in the last month
    • SNS-BLOG-Micro-blog - Impact across the board 70% Manage your social network profile Written your own blog Used a micro-blogging service 60% 50% 40% 30% 20% 10% 0% Male Female 16-24 25-34 35-44 45-54 55-64 Source: Global Web Index, Wave 2, January 2010 Web behaviour in the last month
    • B2B - Industry matters Manage your social network profile Written your own blog Used a micro-blogging service 60% 50% 40% 30% 20% 10% 0% US Source: Global Web Index, Wave 2, January 2010 Web behaviour in the last month
    • And they’re talking about you! Films Mobile phones Fashion / clothing Travel / holidays Music Total Alcoholic drinks South Korea Grocery products (food) China Healthcare / pharmaceutical… Skincare/haircare/be auty products Celebrity news / gossip 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: Global Web Index, Wave 2, January 2010 Which of the following have you posted opinions about online in the past month?
    • Researching purchases online hugely important % of buyers who researched prior to purchase (offline and online) 70% % of buyers who researched prior to purchase 60% 50% 40% 30% 20% 10% 0% Source: Global Web Index, Wave 2, January 2010 Which of the following have you researched online prior to purchasing?
    • More Face-to-face caution & more online acceptance APAC North America 80% 70% 60% 50% 40% 30% 20% 10% 0% Source: Global Web Index, Wave 2, January 2010 Which of the following people would you trust to provide you with the most accurate opinion [of a brand you are considering buying]?
    • Web behaviour (last month) 20% 30% 40% 50% 60% 10% 70% 80% 0% Family Close Friend Expert in field Source: Global Web Index, Wave 2, January 2010 Consumer review online Site Review Blog Author Neighbour Contact on SN Opinion on forum TV News Reader Japan Contacts on Microblog Radio presenter CEO of company N'paper Journalist South Korea Store Assistant Celebrity Which of the following people would you trust to provide you with the most accurate opinion? TV Presenter Person in Bar/pub/restaurant Social Media Trust is higher in South Korea than Japan Politician/Leader
    • Online Word of Mouth is key in Asia 50% A A recommendation online fromcontact / friend recommendation online from a a contact/friend A A face-to-face recommendation face to face reccomendation 45% 40% 35% % Improves your opinion 30% 25% 20% 15% 10% 5% 0% Australia Italy Japan Germany Spain Canada China India Netherlands Russia France South Korea USA Brazil UK Mexico Improves your opinion of the brand: Below is a list of ways that the brand you are considering buying can employ to communicate to you. Please can you select all the methods that you feel will improve your opinion of the brand? Source: Global Web Index, Wave 2, January 2010
    • South Korea – Top ranking communications -All types % Improves my Keeps me Gets me to opinion informed purchase TVC 46 46 48 Recommendation online 36 31 38 from a contact Search engine result 30 33 31 Advert on a major 15 13 12 website Newspaper advert 14 17 14 Editorial coverage 12 17 15 newspaper/ magazine Below is a list of ways that the brand you are considering buying can employ to communicate to you. Please can you select all the methods that you feel will improve your opinion of the brand? Source: Global Web Index, Wave 2, January 2010 Keep you informed? Get you to purchase?
    • South Korea – Top Ranking Communications - Digital % Improves my Keeps me Gets me to opinion informed purchase Recommendation online 36 31 38 from a contact Search engine result 30 33 31 Advert on a major 15 13 12 website Brand website 10 15 13 Sponsored link on SE 10 12 8 Advert on a blog 9 8 9 Below is a list of ways that the brand you are considering buying can employ to communicate to you. Please can you select all the methods that you feel will improve your opinion of the brand? Source: Global Web Index, Wave 2, January 2010 Keep you informed? Get you to purchase?
    • South Korea – Top ranking communications - Social % Improves my Keeps me Gets me to opinion informed purchase Recommendation online from 36 31 38 a contact Advert on a blog 9 8 9 Online recommendation from 7 8 9 someone have not met face- to-face Brand profile on a social 5 7 7 network Advert on instant messenger 4 4 3 Advert on social network 3 3 2 Below is a list of ways that the brand you are considering buying can employ to communicate to you. Please can you select all the methods that you feel will improve your opinion of the brand? Source: Global Web Index, Wave 2, January 2010 Keep you informed? Get you to purchase?
    • Consumers want brands to be part of the online conversation A question page in social network Listening to comments on forums/social networks Brand created community: issues, events, dialogue Improves my opinion of a brand Contacting me if mention brand in microblog Brand Blog Creating videos online featuring the brand Total APAC Direct dialogue with bloggers about products/services Becoming friend in a social network Creating groups in social networks Sponsoring music downloads Using targeted behaviour advertising Sponsoring blogs 0% 5% 10% 15% 20% 25% 30% 35% 40% Below is a list of activities that brands can engage in online. Some of these are very new and some will be more familiar to you. Please can you state your opinion on brands engaging in these activities? (Improves my opinion of the brand  Not comfortable with brands being involved in this way) Source: Global Web Index, Wave 2, January 2010 Improves my opinion of a brand when they…
    • Particularly in China A question page in social netw ork Listening to comments on forums/social netw orks Brand created community: issues, events, dialogue Improves my opinion of a brand Contacting me if mention brand in microblog Becoming friend in a social netw ork Sponsoring music dow nloads Creating videos online featuring the brand Japan China Creating groups in social netw orks Brand Blog Using targeted behaviour advertising Sponsoring blogs Direct dialogue w ith bloggers about products/services 0% 5% 10% 15% 20% 25% 30% 35% 40% Below is a list of activities that brands can engage in online. Some of these are very new and some will be more familiar to you. Please can you state your opinion on brands engaging in these activities? (Improves my opinion of the brand  Not comfortable with brands being involved in this way) Source: Global Web Index, Wave 2, January 2010
    • Differentiation of particular brand initiatives by category Luxury Goods Packaged Goods Offer discounts Offer discounts Associate with celebrities Advertise in relevant places Advertise in relevant places Create competitions Create competitions Events where I can use the product Create live events Provide relevant news Events where I can use the product Create videos/TV shows Create videos/TV shows Sponsor favourite sports team Free downloads to content Provide new ideas and thinking Provide relevant news Create useful online apps Provide new ideas and thinking Sponsor favourite website Sponsor favourite sports team Free downloads to content Create real community to meet people Direct interaction with the company e.g blog / micro-blog Online community Create real community to meet people Sponsor favourite website Online community Direct interaction with the company e.g blog / micro-blog Associate with celebrities Create useful online apps Create live events Ranked by popularity by category - APAC Source: Global Web Index, Wave 2, January 2010 Actions or initiatives brands can undertake that are relevant to you and the category…
    • Differentiation of particular brand initiatives by category Airline Technology Offer discounts Offer discounts Sponsor favourite sports team Provide new ideas and thinking Advertise in relevant places Provide relevant news Create competitions Create useful online apps Provide relevant news Create competitions Create videos / TV shows Advertise in relevant places Create useful online apps Free downloads to content Associate with celebrities Events where I can use the product Sponsor favourite website Create videos/TV shows Create live events Online community Direct interaction with the company e.g blog / micro-blog Direct interaction with the company e.g blog / micro-blog Online community Create real community to meet people Provide new ideas and thinking Sponsor favourite website Free downloads to content Sponsor favourite sports team Create real community to meet people Create live events Events where I can use the product Associate with celebrities Ranked by popularity by category - APAC Source: Global Web Index, Wave 2, January 2010 Actions or initiatives brands can undertake that are relevant to you and the category…
    • Packaged Goods: Much higher levels of enthusiasm for communications overall in India than in Australia Offer discounts Advertise in relevant places Create Competitions Create videos/TV shows Associate with celebrities Events where I can use the product Provide relevant news Direct interaction with the company Provide new ideas and thinking Free downloads to content Sponsor favourite sports team Australia India Create real community to meet people Create useful online apps Sponsor favourite website Online community Create live events 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Source: Global Web Index, Wave 2, January 2010 Actions or initiatives brands can undertake that are relevant to you and the category…
    • What the social media revolution means for your brand • You are being talked about, like it or not • Responding is more than just ‘listening in’ • ‘Engage us as we engage each other’ • Be relevant – to me, to my life, to my trust profile, to the category • Seek to understand the whole picture
    • Global Web Index: all levels of access for subscribers Point of view Data manipulation Thought- leadership
    • Personalising GWI to your requirements Process Output Why? Sell social media and web Add your brands and competitor Brand reports involvement to the business. Brand Reports brand data: Awareness / Usage Global insight and analysis Build global brand specific / Recommendation strategies Personalised global insight Bespoke Questions / Turn Global Web Index into a Add private questions Cost effective Segmentation unique insight tool Global perspective Personalised research / insight Personalised global insight Re-run full survey or elements Custom audience / markets reports benchmarked against Cost effective e.g B2B basis the global data Global perspective
    • Global Web Index: Brand reporting options Games Alcoholic Soft Drinks Technology Mobile Phones Consoles Retail Finance Automotive Drinks Fast Food Sporting Goods
    • Strategic insights for a new consumer landscape Global reach Media / Discipline Neutral Detailed online audience profiling Online Behaviour focus Social Media focus
    • Thank you for coming. Jenny Armshaw-Heak. Business Development Director. Lightspeed Research To arrange a demonstration: jheak@lightspeedresearch.com +852 68918085