European Social Media Trends
Behaviour, impact, evolution.

tom@trendstream.net             globalwebindex.net
Today

European results from the Global Web
Index

•   Social Media involvement across Europe
•   Motivations to use the w...
Today: European perspective

                                          Netherlands

               Canada
                ...
Detailed web behaviour


               WEB               MOTIVATION
            BEHAVIOUR




                           ...
Web: Consumer + purchasing + communications


               Consumer              Purchasing
               Dynamics



 ...
Launching with 32,000 consumer opinions annually




                                              July




              ...
Social Media Involvement
Hype goes something like this......
Reality is: Still task based
          Stay up to date on news / events
           Research / find products to buy
       ...
Russia is the most socially driven
                                  60%
                                        Share con...
Germany and UK are most purchase orientated
                                  60%
                                        ...
Motivations are fundamentally different by market
          Netherlands                          France                   ...
Search motivations show purchase skew
                           45%
                                 Research / find prod...
Remember the hype?.....
Reality is different
                       Watch video clip

                           Visit a forum

                  ...
Russia and UK lead in social networking
                                   70%
                                         Ma...
Spain, Italy and Russia are mixed access
                                  60%
                                         Ma...
Consistent pattern in all ages
                    90%
                                                                   ...
Russia sharing huge volumes of content
                                  70%
                                             ...
Response to our motivations

                                       Social Networking /
 Staying in touch with friends
   ...
Not all about Facebook
         90%
                                   France   Germany   Italy   Netherlands   Russia   S...
This is where they’re going.....(in Russia)
Impact
IMPACTS all users + purchasing


    85% used
   search last
  month to look
  for a specific
     product
               ...
AND We research everything online
                                         % of buyers who researched prior to purchase (o...
Social makes search even more important

•   Funnelling demand
•   Managing reputation
•   Overlaying of the social graph
...
More powerful than professional sources
                                   A family member

                              ...
For all age groups
                                      A close friend

                                   A family membe...
Now the consumer network is important
    Created by a consumer                 Created by a professional               It...
All content will be dictated by the social ecosystem
We will have one digital identity
Now: Digital networks are bigger than face to face


Face to
            Brazil             China               USA     UK...
Networks of strangers: comfortable with the unknown




      9%*               3%*                          0.3%*


  Fac...
That network will become Augmented Reality

• Social graph online
• Augmented reality
Social will inform everything and everywhere

• Immediate social group
• Connected group
• People like me

• Actions, beha...
Evolution
Make social central to all communications
                                                                   Path to purch...
Think beyond: Content, apps and ideas
                                                                                   O...
Don’t be afraid to talk
     Providing a page in a social network where you can ask questions directly to the company

   ...
Be there with purpose


                                                           31.4%
                                 ...
Impacts the whole business

                           External
                           Comms

                        ...
Wrap up
          ing
Wrap up

Active social media involvement is big

Passive impact is bigger

Social is powerful and impacts purchase
decisio...
Iab Social Media Research October 22nd 2010
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Iab Social Media Research October 22nd 2010

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This is a presentation given to the IAB Europe council, exploring European trends in social media involvement, the impact of social media and the steps that need to be taken. Also looks at the future and why the passive impact of the social ecosystem is bigger than the immediately involved one. This is due to social recommendation and data informing all purchase decisions through search, augmented reality and will increasingly impact the nature of the content we consumer in all platforms.

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Iab Social Media Research October 22nd 2010

  1. 1. European Social Media Trends Behaviour, impact, evolution. tom@trendstream.net globalwebindex.net
  2. 2. Today European results from the Global Web Index • Social Media involvement across Europe • Motivations to use the web • Impacts • Evolution
  3. 3. Today: European perspective Netherlands Canada UK Russia South Korea Germany China USA France Japan Spain Italy Mexico India Brazil Australia
  4. 4. Detailed web behaviour WEB MOTIVATION BEHAVIOUR WEB SOCIAL MEDIA CONTENT
  5. 5. Web: Consumer + purchasing + communications Consumer Purchasing Dynamics WEB Marketing Technology Communications
  6. 6. Launching with 32,000 consumer opinions annually July December 16-64 active web users (online monthly) Representative by age, gender, income volume of usage, region Self completion online questionnaires conducted via Lightspeed global panels Wave 1 Wave 2 30 minute survey 16,000 16,000 respondents respondents Local language 32,000 annual survey release
  7. 7. Social Media Involvement
  8. 8. Hype goes something like this......
  9. 9. Reality is: Still task based Stay up to date on news / events Research / find products to buy Stay in touch with friends Research how to do things Research for work Entertainment Education To get inspired/get ideas Fill up spare time Find music Keep my friends up to date with my life Networking for work Find films / TV shows Share my opinion Organise my life Express myself Play games Share content Promote something Meet new people Take on a different personality 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% % Very important Global perspective: Motivations for involvement: Very important Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet .
  10. 10. Russia is the most socially driven 60% Share content Share my opinion Stay in touch with friends Keep my friends up to date with my life Meet new people 50% % Have done in the last month 40% 30% 20% 10% 0% Italy Germany Netherlands UK France Spain Russia Below are various reasons why you use the Internet. Please think about how important Motivations for involvement: Very important these reasons are for you using the Internet .
  11. 11. Germany and UK are most purchase orientated 60% Entertainment Research / find products to buy Stay up to date on news / events Fill up spare time 50% % Have done in the last month 40% 30% 20% 10% 0% Netherlands France Italy Spain UK Russia Germany Below are various reasons why you use the Internet. Please think about how important Motivations for involvement: Very important these reasons are for you using the Internet .
  12. 12. Motivations are fundamentally different by market Netherlands France Italy Spain UK Russia Germany Stay up to date on news / events Stay in touch with friends Stay up to date on news / events Stay up to date on news / events Research / find products to buy Stay up to date on news / events Research / find products to buy Stay in touch with friends Research how to do things Education Stay in touch with friends Stay in touch with friends Stay in touch with friends Stay up to date on news / events Research / find products to buy Stay up to date on news / events Research / find products to buy Research how to do things Research how to do things Research for work Research for work Fill up spare time Research / find products to buy Stay in touch with friends Entertainment Stay up to date on news / events Research / find products to buy Stay in touch with friends Research how to do things Entertainment To get inspired/get ideas Research for work Entertainment Research how to do things Research how to do things Entertainment Research for work Research for work Education Research for work Networking for work Entertainment To get inspired/get ideas To get inspired/get ideas Fill up spare time Research / find products to buy Education To get inspired/get ideas Education Research for work Fill up spare time Research how to do things Fill up spare time To get inspired/get ideas Education Fill up spare time Keep my friends up to date with Share my opinion Entertainment Find music Fill up spare time Find music To get inspired/get ideas my life Play games Play games Find music To get inspired/get ideas Find music Find films / TV shows Find music Keep my friends up to date with Find music Find music Find films / TV shows Find films / TV shows Entertainment Play games my life Keep my friends up to date with Keep my friends up to date with Keep my friends up to date with Keep my friends up to date with my Find films / TV shows Networking for work Find films / TV shows my life my life my life life
  13. 13. Search motivations show purchase skew 45% Research / find products to buy 40% Top motivation to use Stay up to date on news / events 35% Research how to do things 30% 25% 20% 15% 10% 5% 0% You will now see a number of online activities that you currently take in. For each one, please can you Motivations to use a search engine select the main reasons you partake in that activity online?
  14. 14. Remember the hype?.....
  15. 15. Reality is different Watch video clip Visit a forum Upload photos online Manage a social network profile Leave a comment on a story on a website Edit/managed own website Written your own blog Uploaded a video online Written a news story / article Use a micro-blogging service Behaviour – last month 0% 10% 20% 30% 40% 50% 60% 70% % Have done in the last month Behaviour online – last month. Global You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  16. 16. Russia and UK lead in social networking 70% Manage a social network profile Written your own blog 60% % Have done in the last month 50% 40% 30% 20% 10% 0% Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  17. 17. Spain, Italy and Russia are mixed access 60% Manage a social network profile Written your own blog Use a micro-blogging service Edit/managed own website 50% % Have done in the last month 40% 30% 20% 10% 0% France Germany Spain Italy Netherlands UK Russia Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  18. 18. Consistent pattern in all ages 90% Manage a Social Network Profile Write a blog 80% 70% 60% % Last month 50% 40% 30% 20% 10% 0% France France France France France Spain Spain Spain Spain Spain UK UK UK UK UK Germany Germany Germany Germany Germany Italy Italy Italy Italy Italy Russia Russia Russia Russia Russia Netherlands Netherlands Netherlands Netherlands Netherlands 16-24 25-34 35-44 45-54 55-64 Behaviour online – last month. You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  19. 19. Russia sharing huge volumes of content 70% Upload photos online Uploaded a video online 60% 50% % Have done in the last month 40% 30% 20% 10% 0% France Germany Spain Italy Netherlands UK Russia Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  20. 20. Response to our motivations Social Networking / Staying in touch with friends Sharing photos Share my opinion / Blogs Share content Promote Micro-blog / something Twitter
  21. 21. Not all about Facebook 90% France Germany Italy Netherlands Russia Spain UK 80% % Where have active profile 70% 60% 50% 40% 30% 20% 10% 0% Social networks – active profile
  22. 22. This is where they’re going.....(in Russia)
  23. 23. Impact
  24. 24. IMPACTS all users + purchasing 85% used search last month to look for a specific product 49% used search to look for a specific recommend ation
  25. 25. AND We research everything online % of buyers who researched prior to purchase (offline and online) 70% % of buyers who purchased online 60% 50% 40% 30% 20% 10% 0% Source: Global Web Index
  26. 26. Social makes search even more important • Funnelling demand • Managing reputation • Overlaying of the social graph • Going mobile
  27. 27. More powerful than professional sources A family member A close friend A good contact on a social network A neighbour A store assistant The author of a blog you read regularly A journalist for a national newspaper A television news reader The main contacts on your microblog e.g Twitter A well known celebrity Average Your country’s leader / politicians 1.50 2.00 2.50 3.00 3.50 4.00 4.50 Average Trust – 5 equals very strong trust Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you Trust in communications seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.
  28. 28. For all age groups A close friend A family member A good contact on a social network A neighbour The author of a blog you read regularly A store assistant A journalist for a national newspaper A television news reader The main contacts on your microblog e.g Twitter A well known celebrity 55-64 16-24 Your country’s leader / politicians 1.50 2.00 2.50 3.00 3.50 4.00 4.50 Average Trust – 5 equals very strong trust Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you Trust in communications: UK seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.
  29. 29. Now the consumer network is important Created by a consumer Created by a professional It comes from a site I am familiar with Recently produced / written Quality of the production / design My friend recommended it Online Videos News Story Music 0% 5% 10% 15% 20% 25% 30% 35% % important factor Factors important when looking for content:
  30. 30. All content will be dictated by the social ecosystem
  31. 31. We will have one digital identity
  32. 32. Now: Digital networks are bigger than face to face Face to Brazil China USA UK Russia face friends 17.1 24.4 24.1 22.8 21.4 Brazil USA UK Russia Social China Network Friends 31.2 42.8 49.3 38 51.5 NETWORK SIZE: How many people you stay in touch with
  33. 33. Networks of strangers: comfortable with the unknown 9%* 3%* 0.3%* Facebook LinkedIn Twitter *Percentage of people I would phone up for a beer
  34. 34. That network will become Augmented Reality • Social graph online • Augmented reality
  35. 35. Social will inform everything and everywhere • Immediate social group • Connected group • People like me • Actions, behaviour and reviews will be overlaid on our real life experience
  36. 36. Evolution
  37. 37. Make social central to all communications Path to purchase Improve my opinion of the brand Keep me informed of the brand Get me to buy the brand A face to face recommendation Television advert A face to face recommendation Television advert An email sent to you Television advert A website created by the brand A face to face recommendation A recommendation online from a contact / friend An email sent to you A website created by the brand An email sent to you Magazine advert A direct mail sent to your house A website created by the brand A recommendation online from a contact / friend A recommendation online from a contact / friend A direct mail sent to your house Newspaper advert Newspaper advert Newspaper advert Newspaper or magazine featuring the brand Newspaper or magazine featuring the brand Magazine advert Poster on a high street Magazine advert Newspaper or magazine featuring the brand Advert in a store / shop front Radio advert Radio advert Film or television programme featuring the brand Poster on a high street Advert in a store / shop front Sponsorship of a major event e.g. sports or music concert Film or television programme featuring the brand Poster on a high street A direct mail sent to your house Advert on a major website Film or television programme featuring the brand Radio advert Advert in a store / shop front Advert on a major website Advert on a major website Sponsorship of a major event e.g. sports or music concert Cinema advert Cinema advert Sponsored link on a search engine Sponsorship of a major event e.g. sports or music concert Sponsored link on a search engine Cinema advert Online video featuring the brand Online video featuring the brand Online video featuring the brand Sponsored link on a search engine
  38. 38. Think beyond: Content, apps and ideas Offer discounts Create useful online applications that provide a benefit Provide free downloads to content that I like e.g music / film Provide relevant news and analysis Provide me with new ideas and thinking Create a platform for you to interact with the company or staff directly e.g blog / microblog Advertise in places that are relevant to you Create competitions Create live events e.g music concerts Create live events where I can use the product Create a real life community where I can meet similar people Create videos / TV shows Create an online community Sponsor my favourite sports team Sponsor my favourite website Associate with celebrities that I like 0% 20% 40% 60% 80% Europe % Score 4/5 Europe: Role for brands Please think again about the same brand. Below are list of activities that the brand can implement. Which of the following actions are most relevant to you as a person? Where 1 = not at all relevant and 5 = very relevant
  39. 39. Don’t be afraid to talk Providing a page in a social network where you can ask questions directly to the company Listening to the comments that people say on forums, or social networks Contacting me with helpful information if I mention the brand on a microblog e.g Twitter Creating blogs to talk about the company and product Talking to bloggers directly about relevant products and services Creating videos online featuring the brand Using targeted advertising (advertising that analyses your web behaviour and provides relevant advertising) Sponsoring music downloads Creating groups in social networks Becoming your friend in a social network UK Italy Sponsoring blogs 0% 10% 20% 30% 40% % Improves my opinion UK V Italy DATA: Perception of brands in Below is a list of activities that brands can engage in online. Some of these are very new and social media / new channels some will be more familiar to you. Please can you state your opinion on brands engaging in these activities?
  40. 40. Be there with purpose 31.4% 12.2% Providing a 10.8% Starting a Being a group in a page where you Friend social network can provide feedback directly Europe DATA: Perception of brands in social media / new channels. Improve my opinion of the brand
  41. 41. Impacts the whole business External Comms Customer service Recruitment Brand X Market Product Research development
  42. 42. Wrap up ing
  43. 43. Wrap up Active social media involvement is big Passive impact is bigger Social is powerful and impacts purchase decisions Embrace conversation and relationship
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