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The key to making your business a social media success is knowing your customers – practical insights from GlobalWebIndex at Social Media World Forum Europe 2012
 

The key to making your business a social media success is knowing your customers – practical insights from GlobalWebIndex at Social Media World Forum Europe 2012

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This is a conference presentation from GlobalWebIndex at Social Media World Forum at the Marketing Tech track at 10.40am 28 March 2012.

This is a conference presentation from GlobalWebIndex at Social Media World Forum at the Marketing Tech track at 10.40am 28 March 2012.

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The key to making your business a social media success is knowing your customers – practical insights from GlobalWebIndex at Social Media World Forum Europe 2012 The key to making your business a social media success is knowing your customers – practical insights from GlobalWebIndex at Social Media World Forum Europe 2012 Presentation Transcript

  • “You need to know your audience”
  • “Discover your audience online” 2009 > 2011 2012 122K SURVEYS 100K SURVEYS 6 WAVES OF DATA 3 WAVES OF DATA 27 MARKETS 36 MARKETS
  • DATA COVERAGE: 160 Questions 1500+ Audience Variables Access Points PC / Browser Passive Behaviour Social Media Mobile Device Content E-Commerce Tablet Motivations Console Mar-Comms Connected TV Brands
  • 31 COUNTRIES AND GROWING Representative Sample of Each Internet Universe
  • APPLYING DATA INSIGHT STRATEGY AUDIENCE SOCIAL FRAMEWORK BUSINESS CATEGORY SOCIAL IDEATION MARKETS PLANNING GUIDELINES BENCHMARKING
  • MAIN LEARNINGS FOR SOCIAL: Social media is much bigger than FB / Twitter Every consumer uses social media differently: No experience the same Case Study: How to engage a target audience in the new social landscape
  •  Consumer adoption of social is much bigger and more complicated
  • HUGE DIVERSITY IN INVOLVEMENT Watched a video clip Reviewed a product or brand online Managed social network profile Uploaded photos online Commented on a story Posted on a forum/BBS Written your own blog Uploaded a video online Asked or answered a question on a Q/A service Edited/managed own website Used a microblogging service Used a social bookmark service Written a news story/article Subscribed to an RSS feed Used an aggregator 0% 10% 20% 30% 40% 50% 60% 70% 80%Which of the following have you done online in the past month? – Have Done(% of internet users globally, GWI.6 – November 2011
  • VARIES BY CONSUMER GROUP Watched a video clip Managed social network profile Uploaded photos online Reviewed a product or brand online Commented on a story Posted on a forum/BBS Uploaded a video online Written your own blog Asked or answered a question on a Q/A service Used a microblogging service Edited/managed own website 55 to 64 Used a social bookmark service 16 to 24 Written a news story/article 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%Which of the following have you done online in the past month? – Have Done(% of internet users globally, GWI.6 – November 2011
  • EVEN IN SOCIAL NETWORKING: HUGE CONSUMER VARIATION SOCIAL Age of children: 21+ Age of children: 19 to 21 NETWORK UK Age of children: 17 to 18 Age of children: 12 to 16 Age of children: 6 to 11 Age of children: 3 to 5 Age of children: Under 3 Children: 3+ Children: 2 Children: 1 Children: none Divorced/widowed Married In a relationship Single Post graduate University Trade/technical school or college Schooling until age 18 Schooling until age 16 Age: 55 to 64 Age: 45 to 54 Age: 35 to 44 Age: 25 to 34 Age: 16 to 24 Female Male Other living situation Cohabiting with partner Living with parents Living with friends/singles Living alone Global income: N/A Global income: top 25% Global income: mid 50% 50 60 70 80 90 100 110 120 130 140Which of the following have you done online in the past month? Upload a Video. UK – Have Done(% of internet users globally, GWI.6 – November 2011 UK Average
  • GLOBAL: EVEN BIGGER FRAGMENTATION Global Average Indonesia Philippines Turkey Brazil Malaysia India South Africa Russia Mexico Singapore Argentina China Saudi Arabia Poland Hong Kong UK Spain Canada USA Italy Sweden Australia Netherlands France Germany South Korea Managed social network profile Japan 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%Which of the following have you done online in the past month? – Have Done(% of internet users by market GWI.6)
  • NO SUCH THING AS A GLOBAL SOCIAL MEDIA STRATEGY!! HIGH E-COMMERCE ENAGAGMENT HIGH SOCIAL ENAGAGMENTPurchase a product online in the past month versus an aggregate score of Manage a Social Network, Write a Blog, Comment in a Forum, Upload a Video, Use a Microblog(% penetration by country. GWI.6, November 2011)
  • Even inside each platformthere is incredible variation
  • YES THEY ARE BECOMING MORE DOMINANT UK: Platform used by UK Social Network Users July 2009 November 2011 85% 97%
  • PLATFORM BEHAVIOUR IS HIGHLY DIVERSE UK: Social Network Behaviour: Past Month 16 to 24 25 to 34 35 to 44 70% 45 to 54 55 to 64 60% 50% 40% 30% 20% 10% 0%Which of the following have you done on your Social Network in the past month? – Have Done(% of Social Network Users in the UK GWI.6)
  • AND SPLIT BY INFLUENCERS, SHARERS AND PASSIVES UK: Social Network Frequency: Past Month ACTIVE PASSIVE Look for updates Check a friends profile Message friends Update your status Share stories with friendsVisited a branded page/group Edit your profile information Share a link to a website 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Daily Weekly Monthly Less OftenHow often do you do the following on your Social Network profile in the past month? – Have Done(% of Social Network Users in the UK GWI.6)
  • MAIN LEARNINGS FOR SOCIAL: Social media is much bigger than FB / Twitter Every consumer uses social media differently: No experience the same Great social strategy and implementation requires real insight
  • Driving effective strategy insocial media (a case study)
  • 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
  • SEBASTIAN RIKARDFashion / Image / Self Worth / Personal Rep Improvement
  • ACCESS POINTS: TABLET DEVICES DIFFER UK: Access Points Last Month Through my TV Ebook e.g. Amazon Kindle Work PC/laptop Personal PC/laptop Tablet device e.g. iPad Rikard Mobile phone Sebastian 0% 20% 40% 60% 80% 100% 120%GWI.6, November 2011: UKWhere have you accessed the internet in the last month
  • SEBASTIAN IS MORE ACTIVE UK: Online Behaviour – Last Month Used an aggregator Watched a video clip 90% Subscribed to an RSS feed Used Webmail 80% Written a news story/article 70% Used internet banking 60% Used VOIP/online phone 50% 40% Used a social bookmark Used Instant Messenger service 30% 20% Reviewed a product or Used a microblogging brand online 10% service 0% Edited/managed own Purchased a product online website Bought an offer on a group- Uploaded photos online buying site e.g. Groupon Managed social network Uploaded a video online profile Asked or answered a Posted on a forum/BBS question on a Q/A service Sebastian Commented on a story Written your own blog Rikard Used online office applicationsGWI.6, November 2011: UKWhat have you done online in the past month
  • THEY WANT ENTERTAINMENT UK: What they want from brands online Entertain you Improve your knowledge Keep you informed on the product and the company Connect you with people Be part of your daily routine Provide you with interesting real life experiences Rikard Talk to me like a real person Sebastian Help you organise your life 0% 10% 20% 30% 40% 50% 60% 70%GWI.6, November 2011: UKHow do you want a brand you like to act towards you
  • RIKARD COMMENTS ON YOU TO HELP OTHERS UK: Motivations to Talk about a Brand To share a good experience To share a bad experience I love the brand I like to share my opinion Contribute to the community Encourage company improvement Help consumers pick good products Rikard To talk to the brand directly Sebastian To be seen as an expert 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%Source: GlobalWebIndex, Wave 1-6 Question: What motivates you to post opinions online aboutproducts or services? Base = Total
  • HOWEVER SEBASTIAN IS MORE ACTIVE UK: Where post about a brand – last month To a contact on a social network On my blog To a contact on instant messenger To a contact on email In the comments of a blog In reviews on an online retail site In a group on a social network On an auction site On a video sharing site On a forum or message board On a price comparison site Rikard On a site dedicated to reviews and… On a microblog Sebastian On the comments of a news site 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Source: GlobalWebIndex, Wave 1-6 Question: Where have you posted an opinion about a product or servicethat youve bought in the past month? Base = Total
  • SEBASTIAN RIKARDTalks about youto look good to Wants to others genuinely make things better Very Socially Active
  • Sebastian BR CN ES RU UK US
  • HUGE GLOBAL VARIATION Brazil China Russia Spain UK USA 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Written your own Used a Posted on a Uploaded a video Commented on a Reviewed a Managed social blog microblogging forum/BBS online story product or brand network profile service onlineGWI.6, November 2011: Global – key marketsWhat have you done online in the past month
  • Tom SmithFoundertom@globalwebindex.netBrett PetersenSenior Strategy Consultantbrett@globalwebindex.net FIND OUT ABOUT YOUR TARGET AUDIENCE WIN YOUR OWN INFOGRAPHIC! STAND 5 / 6