Global social media trends, what it means for research. Warc March 4th 2009

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The massive rise of social media into the mainstream and the huge opportunities for research. In particular the rise of the listening economy that social media is driving is moving research and research skills up the table. Marketing becomes more like research. Research needs to become more community orientated to stay ahead.

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Global social media trends, what it means for research. Warc March 4th 2009

  1. 1. WARC and Admap presents Online Research Conference 2009 London March 4 & 5 2009 www.warc.com
  2. 2. Global Social Media Trends Tom Smith Trendstream
  3. 3. Research will never have it so good <ul><li>Social Media drives a listening economy </li></ul><ul><li>Consumer demand drives the market and dictates the agenda </li></ul><ul><li>Research is in the forefront </li></ul>
  4. 4. Huge opportunity <ul><li>Focus on listening = demand for research skills </li></ul><ul><li>Higher seat at the table </li></ul><ul><li>Global platform = bigger opportunity </li></ul>
  5. 5. But need to evolve <ul><li>Focus on community </li></ul><ul><li>Embrace new techniques </li></ul><ul><li>Externalise communication and community </li></ul><ul><li>Social media is undermining direct response methods </li></ul><ul><li>Critical to understand web trends </li></ul>
  6. 6. Today <ul><li>Social media driving change </li></ul><ul><li>Global social media trends </li></ul><ul><li>Opportunities for research </li></ul>
  7. 7. Before I became Trendstream <ul><li>Head of Consumer Futures EMEA </li></ul><ul><li>Global media planning and buying agency </li></ul><ul><li>Use research to understand current and future trends </li></ul>
  8. 8. Created a global social media study <ul><li>Wave global social media research </li></ul><ul><li>Quantifying theory </li></ul><ul><li>17,500 people in 29 countries delivering 3 years of trend data </li></ul>
  9. 9. Research vital in social media <ul><li>Unique set of data to track usage </li></ul><ul><li>Measured social media platforms such as blogging, social networking, video sharing and photo sharing </li></ul><ul><li>Helped sell the case for social media </li></ul>
  10. 10. What I learnt running that research <ul><li>Social media is a really big deal </li></ul><ul><li>Emerging world is driving adoption of mass market social media platforms </li></ul><ul><li>Research increasingly important in a consumer driven world </li></ul>
  11. 11. Trendstream “ Research consultancy dedicated on understanding global web trends”
  12. 12. Next – More detailed global research <ul><li>Global Web Index powered by Lightspeed </li></ul><ul><li>Launching in 16 markets and 16,000 respondents </li></ul><ul><li>Bi-annual – every six months </li></ul><ul><li>Understanding all web behaviour </li></ul><ul><li>Test data: US video sharing market </li></ul>
  13. 13. Reflects the global web marketplace <ul><li>Online research makes this viable </li></ul><ul><li>Clients demand global perspective </li></ul><ul><li>Niche and consumer driven web means a focus on behaviour, motivations and needs </li></ul><ul><li>Responding to social media </li></ul>
  14. 14. <ul><li>Why social media is a big deal for research </li></ul>
  15. 15. Context: Web is flattening the world Internet World Stats January 2009 North America: 246m users 128% growth since 2000 Asia: 650m users 469% growth Latin America: 166m users 820% growth
  16. 16. Emerging markets are the future Comscore: December 2008
  17. 17. Social Media. Everyone involved “ Web based media driven by consumer content, community and peer to peer distribution” Blogs Micro blogging Forums Social Networks Wikis Video sharing sites Podcasts Photo sharing sites Content sharing sites
  18. 18. Strangers – are the new influencers
  19. 19. Social media impacts everyone “ Samsung Netbook” Consumer generated
  20. 20. Moving to every screen PC Mobile TV
  21. 21. Think how big <ul><li>Barack Obama: transparent and open </li></ul>
  22. 22. Research proves the impact
  23. 23. Social media is exploding globally Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social Media Tracker Power to the People
  24. 24. Video leads blogs then photos Global Average. Source: Universal McCann Social Media Tracker Power to the People
  25. 25. Social media is a daily occurrence Global Average. Source: Universal McCann Social Media Tracker Power to the People
  26. 26. Blogging growing globally Global. Source: Universal McCann Social Media Tracker Power to the People
  27. 27. Asia leads the charge Global. Source: Universal McCann Social Media Tracker Power to the People France 4m Italy 3.4m Turkey 2m Pakistan 0.97m Czech 0.6m MEXICO 4.1m China 43m South Korea 9.7m Taiwan 4.2m Philippines 2.4m BRAZIL 7.6m Spain 4.5m India 8.7m Japan 14m Hong Kong 1m USA 26.4m CANADA 1.6m UK 4.5m Greece 0.3m Australia 1m Germany 5.2m Romania 0.5m Denmark 0.3m Poland 1.1m Netherlands 1.6m Switzerland 0.5m Austria 0.4m Hungary 0.1m Russia 2.4m % Write their own blog 60%+ 40% -60% 30%-40% <30%
  28. 28. Russia leads social networking Global. Source: Universal McCann Social Media Tracker Power to the People
  29. 29. Connects the world Global. Source: Universal McCann Social Media Tracker Power to the People Italy 3.9m Germany 8.2m Switzerland 0.9m USA 43m Spain 4.7m France 4.2m Japan 12.4m Czech 0.8m Denmark 0.6m Austria 0.6m Greece 0.5m Turkey 3.3m China 39m India 11.7m South Korea 9.4m Romania 1.4m Netherlands 3.7m CANADA 4.2m UK 11m Australia 2.6m Hong Kong 1m MEXICO 5.1m BRAZIL 11.4m Pakistan 1.8m Poland 2.7m Taiwan 3.9m Philippines 3m Hungary 1m Russia 6.1m % joined a social network 70%+ 60% -69% 50%-59% <49%
  30. 30. Video – fastest growing media Global. Source: Universal McCann Social Media Tracker Power to the People
  31. 31. It is about sharing opinion Wider world Peer to peer Global. Source: Universal McCann Trusting Strangers
  32. 32. Asia leads opinion sharing Global. Source: Universal McCann Trusting Strangers
  33. 33. Consumer content more trusted “ Thinking about where you find information for products, brands and services that you buy. Please can you rate them in terms of how trust worthy the information provided typically is? Where 10 = Very trustworthy and 1 = Not at all trustworthy” Global Average Least trusted Most trusted Global Average. Source: Universal McCann When Did We Start Trusting Strangers Global. Source: Universal McCann Trusting Strangers
  34. 34. US Jan 2009: Personal content leads Global Web Index: January 2009 USA 1000 respondents
  35. 35. Social web powers viewing Global Web Index: January 2009 USA 1000 respondents
  36. 36. Why has social media evolved this way?
  37. 37. Growth of broadband Dec 2008: China overtook US with 80m lines Dec 2006: 282 million broadband connections Dec 2008: 400 million broadband connections Dec 2013: 635 million broadband connections
  38. 38. New economy: global innovation <ul><li>Low costs </li></ul><ul><li>Single person multi-national </li></ul><ul><li>Global market place for ideas and skills </li></ul><ul><li>Tools are democratised </li></ul>
  39. 39. Access is open Free broadband Laptops for £200 HD Video camera for £200 Video on Mobile phones
  40. 40. cheapest form of entertainment
  41. 41. Hugely liberating Hierarchy Individualism
  42. 42. The social future of research <ul><li>No lines: listening is marketing </li></ul><ul><li>Rise of data & analytics </li></ul><ul><li>Social Media as a data collection </li></ul><ul><li>Global perspective </li></ul>
  43. 43. Listening economy: lines disappear = Research Marketing = Research Marketing
  44. 44. Listening is the future of marketing
  45. 45. Social network = research panel 150m active users
  46. 46. Data: Buzz tracking <ul><li>Listening is the future </li></ul><ul><li>Interpretation / trend analysis is key </li></ul><ul><li>Important but won’t replace research </li></ul>
  47. 47. Data: Analytics a big deal
  48. 48. We still need answers: new methods <ul><li>Fuse question data with observational data </li></ul><ul><li>Distribute surveys into social networks / RSS / social networks </li></ul><ul><li>Allow consumer content generators to share your surveys </li></ul><ul><li>Use conversational media to drive qual insight </li></ul><ul><ul><li>Blogs, microblogs etc </li></ul></ul>
  49. 49. Widgitize <ul><li>Use widgets </li></ul><ul><ul><li>Externalize your technology </li></ul></ul><ul><ul><li>Not just about email </li></ul></ul>
  50. 50. Build community <ul><li>Build dynamic and conversational community to increase participation and response </li></ul><ul><li>Allow panelists to interact </li></ul><ul><li>Make results open to the community </li></ul><ul><li>Learn from the social networks </li></ul><ul><li>Be open – cross platform </li></ul><ul><li>Work with brands to build their community </li></ul>
  51. 51. Use tools of social media <ul><li>Promote external community to build relationship </li></ul><ul><li>External community builds internal community </li></ul><ul><li>Communicate with the world </li></ul><ul><li>Get consumers to endorse your product </li></ul>
  52. 52. Social media = research future <ul><li>Research key skill for marketing in the future </li></ul><ul><li>Listening is the future of marketing </li></ul><ul><li>Huge opportunity </li></ul><ul><li>Global scope </li></ul><ul><li>Web trends are key </li></ul>
  53. 53. Get in touch Email: [email_address] Mobile: +447970727061 Web: trendstream.net Twitter: Tomtrendstream LinkedIn: linkedin.com/in/smithtom Globalwebindex.net

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