Search, plus Your World: why it really matters ISS Munich - 29 March 2012
 

Search, plus Your World: why it really matters ISS Munich - 29 March 2012

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Search, plus Your World is changing search as we know it. Google+ is already a key social network, especially in emerging markets. What people do and say on Google+ will impact your search ...

Search, plus Your World is changing search as we know it. Google+ is already a key social network, especially in emerging markets. What people do and say on Google+ will impact your search marketing.

Brett Petersen discussed this topic on behalf of GlobalWebIndex at the International Search Summit in Munich, 29th March 2012.

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  • Our data shows that Google is growing in all the key access points to the Internet, from their dominate position in search, web browsers, operating systems and now social. The simple fact is that no other organisation has ever had so much control over the flow of information, content or data at such a global scale. While this is a position that has been driven by products that work and internet users love, there are some growing concerns about such an aggregation of control over the online experience. The obvious concerns relate to how Google integrates its services into its search results, a point that particularly became clear when Google+ results were integrated into search results with the “Google Plus My World” initiative. This makes you realise how easy it would be to dictate the flow of information and services that any given internet user can gain access to. The other potentially larger concern is the growing personalisation of search results to the individual, which mean that no one user sees the same internet. In this increasingly personalised web, there is greater potential to impact the flow of information. No longer will there be any shared context or shared information, but we’ll be increasingly living within our own bubble of information that is unique to us, thus removing us from that shared media experience that has persisted for centuries. We at the GlobalWebIndex believe that social curation, when your friends’ recommendations, likes, bookmarks, etc. guide you to content, should be the way forward rather than an omnipresent Google algorithm deciding what you would like to read.
  • Every market has a very different distribution of browser usage with varying levels of adoption .Chrome dominates in some leading growth markets, particularly the Philippines, Turkey, Argentina, India, Brazil and Malaysia. Based on the breakdown by market, we can see that Chrome leads in some of the countries that are newer to the internet. IE tends to dominate in countries where there is entrenched legacy behaviour online.
  • Android has shown dramatic growth and effectively made the smartphone market a two horse race. In the 4 months between GWI.5 in June and GWI.6 in November, Android penetration grew by 8 percentage points, an immense shift in such a short time period. This growth has clearly been at the expense of Symbian, Blackberry and Windows platforms. Furthermore, a very large proportion of smartphone users still have no idea what operating system they run. iOS, despite the hype, has not shown any growth in the same time scale. This is a great vindication of Google's position of building an open operating system that multiple manufacturers can adopt. With the huge growth in mobile internet and tablets, Android is critical to Google's future and give it control of the other main access point to the internet.
  • Despite a high level of negative sentiment in the media and advertising industry, Google+ has shown dramatic levels of adoption among social network users in key growth markets since in launched in June 2011. The key thing, is this growth is being driven by markets outside of the US, with the percentage of social networks in India with a profile reaching almost 50%. This is staggering level of growth, however we’re not indicating whether they are actively updated. This level of uptake should not be a surprise. The Internet today is massively socially, global and Google is already the gateway for the vast majority of internet users. Google+ has been integrated into all Google services and now into search results and is set to become the glue which binds all Google services together. We will benchmarking these results moving forward, to assess how Google+ continues to grow.
  • We have seen a peak and decline of Facebook activity, with the highest levels for all behaviours generally in GWI.3 (September 2010). Since then there has been a consistent decline globally across all activities in every wave tracked regardless of time of year.While the falls at a global level are small now, this is crucial for advertisers, marketers and investors to assess moving forward. Critical to Facebook’s future path is the concept that there is ever growing levels of consumer contribution and engagement within Facebook itself. If this moment of peak activity has passed and contribution is moving elsewhere online, then it questions the value of the data that Facebook holds for each users. It also brings into question the idea that Facebook will be people’s complete internet experience and more crucially, the idea that Facebook could replace Google as the gateway to the Internet
  • In GWI.5 (June 2011) we saw that declining Facebook activity was most pronounced among US college educated 20 to 30 year olds. While there is still significant declines in most activities for that segment in GWI.6 (Nov. 2011), the broader “Facebook Fatigue” trend is spreading away from the early adopters towards the general US population.Declines in social networking activity among Facebook users in the US is much more pronounced from GWI.1 to GWI.6 than it was when comparing GWI.1 to GWI.5. This proves that Facebook Fatigue is a real phenomenon and is not limited to early adopters.Furthermore, it looks as if the trend is even spreading beyond the US to markets that adopted Facebook later in the cycle. In the GWI.1 to GWI.5 comparison, nearly all social networking activities were still growing at the global level. In GWI.6, we can see growth of most activities has stagnated as well.
  • No matter how enveloped brands become in social media, the one thing they have to remember is that their own websites are still going to be the first point of online interaction with most consumers. Interaction with brands via social media is growing quickly, however, particularly in emerging markets.Nonetheless, branded websites are critical because it is one of the only online properties of which brands have full control. Brands should use social media as an extension of their website rather than driving consumers to their social properties in the first place. When it comes to social engagement online, there are nearly a third of users worldwide that have like a brand or product online and a quarter that have visited a branded page/group.
  • When we look at brand interactions online by age group, we can immediately see that it is younger users who are much more likely to engage with brands online. The youngest of these, the so called “digital natives”, are much more accustomed to having the Internet enmeshed with their lives and that means that brands are just as much a part of their identity online as they are offline.As these digital natives grow older and develop higher levels of spending power, social media will only become more important. For the time being, building brand reputation and loyalty through social will be key. So the question that follows is how can we build awareness and loyalty among this key demographic? And does this vary by market? Gender? Profession?
  • Based on the category breakdown from the previous slide, we can see that there are four distinct levels of brand engagement online. The first and most common type of online engagement is passive. The majority of internet users’ first inclination when wanting to engage with a brand is to go onto their website. Social media also allows for passive usage, which is more prevalent in the socially adept emerging markets.Association with the brand is the second most popular way of engaging brands online. This should not come as a surprise since brands are traditionally a part of individual identity and have been for decades. The same is true online, and consumers want to associate with brands online that reflect their values and aspirations. This is particularly true in emerging and newly industrialized markets.With this in mind, it is key for brands to identify what type of engagement their target consumers react to best and then build your engagement strategy from there
  • No matter where you go or who you speak to about what drives them to engage brands on social networking, they always respond that it is getting something back from brands that is most important to them. The answer option that we ask in the GWI survey relates specifically to discounts, but the idea holds that consumers know that brands benefit from them when they engage them online and they want them to give something back.Of course, this induces lots of “hit and run” consumers that will be unwilling to engage and participate in branded conversations after getting their discount. Nevertheless, there are still a large proportion of consumers, nearly half, that do expect more from brands on social networks, and it is important that brands indulge these expectations.
  • Without fail, people in every market around the world are most likely to expect interaction with the brand when following them on social networks. Beyond interactions, however, consumer expectation can vary significantly.In South Africa, Australia, Turkey, and Poland, for example, consumers expect to actively contribute to brands in one form or another. In most other markets, consumers want content. Quality content means different things to different consumers, however, and it is important to understand what types of content are demanded by consumers of particular brands or products.The interesting thing is that most people, with the exception of the Chinese, are not that interested in sharing their activities with brands on social networks. In the end, the objective of brands using social media is to drive trust and positive conversations surrounding the brands, and knowing what drives them is the key to unlocking them for the brand.

Search, plus Your World: why it really matters ISS Munich - 29 March 2012 Search, plus Your World: why it really matters ISS Munich - 29 March 2012 Presentation Transcript

  • S E A R C H P L U S Y O U R W O R L D : W H Y I T R E A L L Y M A T T E R S brett@trendstream.net
  • THE DATA SOURCE – ONGOING AND CUSTOMISABLEThe GlobalWebIndex is the worlds most detailed on-going research project covering the consumer adoptionof the internet across all platformsIn 2011, the study expanded to 27 markets, 3 waves of Client Re-contactsresearch and 122K surveys providing the most complete Core Surveyview of the global internet ever compiled. 3/year • Bespoke client studies FebruaryIn 2012 we will expand to 36 markets and provide Junefurther opportunities for clients to customise the data November Omnibus Re-contacts 3/yearset by adding custom questions or brand data. • Audience Definitions • Special interest topicsThe worlds leading agency, corporate, media and • Online Behaviour • Client brand trackingmanaging consultancy brands use our data to fuel their • Motivations • Media Studiesinsight, strategy and delivery across all aspects of the • Marketing Implications • Client Segmentationsinternet.Find out more: globalwebindex.netEngage: globalwebindex@trendstream.netFollow: @globalwebindex
  • COVERING EVERY FEASIBLE MARKET 5M+ Annual Sample size by market • 6,000 respondents • 3,750 respondents 2012 ROADMAP Asian markets European markets Latin American markets • Taiwan • Belgium • Columbia African markets • Thailand • Hungary • Venezuela • 3,000 respondents • Egypt • UAE • Switzerland • Vietnam • 2250 respondents
  • KEY TAKEAWAYS1) The reality – Search Plus Your World is changing search as we know it2) The challenge – Google+ is already a key social network, especially in emerging markets. What people do and say on Google+ will impact your search marketing.3) The great struggle – Google vs. Facebook. We are seeing the emergence of “Facebook Fatigue”4) The new world – Search and social merge: search and social need to work closely together to ensure success
  • The rise of Googopoly “Never before has one company controlled the distribution of so much information”
  • ALL ACCESS POINTS TO THE WEB BECOMING GOOGLE • Google is the dominant search player in nearly every market covered by GWI • Chrome is the only web browser that is growing its market share • Android continues to increase its market share in the smartphone market • With Google+, Google is finally making headway in social and, in doing so, tying all services together
  • GOOGLE CONTINUES TO CEMENT ITS SEARCH POSITION90%80% July 2009 Jan 201070% Sept 2010 Feb 2011 June 2011 Nov 201160%50%40%30%20%10% 0% Google YouTube Yahoo Facebook MSN Twitter BingOn average how often do you visit the following websites / services? Daily OR Weekly OR Monthly(% of internet users, GWI.1 > GWI.6)
  • EVEN IN MARKETS WHERE LOCAL PLAYERS DOMINATE, GOOGLE HAS GAINED MAJOR TRACTION MONTHLY VISITS TO WEBSITES > % OF INTERNET USERS > NOV. 2011 Russia China 100% 100% 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% YouTube MSN Yahoo Sohu Netease Google Sina Baidu Tencent (QQ)On average how often do you visit the following websites / services? Daily OR Weekly OR Monthly (% of internet users, GWI.6)
  • CHROME LEADS IN THE KEY GROWTH MARKETS 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Internet Explorer Firefox Google ChromeWhat browser do you use on your main computer to access the web? (% of internet usersglobally; GWI.4 to 6) Data collected automatically – not survey based
  • ANDROID HAS EXPLODED – TRANSFORMED THE MOBILE MARKET Android transforming mobile market35% • PCs and laptops are on the30% decline, consumers themselves Wave5 Wave6 are eager for mobile25% • Android leads by far in global20% market share15% • Between June 2011 and10% November 2011, there was nearly a 7 percentage point 5% increase in Android market share 0% • This has come at the expense of Windows Phone and Blackberry and given Google significant control over in terms of mobile internet access.What operating system runs on your mobile?(% of smartphone users globally; GWI.5 – 6, June and November 2011)
  • ANDROID LEADS DEVELOPED HIGH VALUE MOBILE MARKETS70%60%50%40%30%20%10%0% iOS (for iPhone) Windows Phone 7 Symbian BlackBerry OS Android What operating system runs on your mobile? (% of smartphone users globally; GWI.5 – 6, June and November 2011)
  • GOOGLE+ IS ALREADY THE NUMBER 2 SOCIAL NETWORK BY PENETRATION 70% 60% 50% 40% 30% 20% 10% 0% On which of the following social networks do you have an active profile? (% of active social networkers globally; GWI.6, November 2011)
  • GOOGLE+ LEADS IN GROWTH MARKETS Facebook Google+ Google+ redefines social 100% • Google+ is most prominent in emerging markets where Facebook 90% is still a relatively new 80% phenomenon 70% 60% • This has significant impacts on 50% how important Search Plus Your World will be once it is fully rolled 40% out. 30% 20% • Penetration of Google+ among 10% social network users is still very low in the US, UK, Canada, and 0% Australia. According to industry experts, these are the markets where SPYW is being rolled out first.Which of the following social networks do you currently have an active profile? – Facebook or Google+(% penetrations of social network users GWI.6)
  • SOCIAL NETWORK USAGE - SAME QUESTION ASKED IN A DIFFERENT WAY 100% 90% 80% 70% 60% Canada 50% France 40% Mexico 30% UK 20% USA 10% 0% Have used in Have an Have used in Have an Have used in Have an the past account the past account the past account month month month On which of the following social networks do you have an account and which of those have you used in the past month? (% of internet users by market; February 2012)
  • PLAYING THE GOOGOPOLY Google+ is a must for brands. It is already a key social platform Paid search will be more important to guarantee IMPACT reach In more personalised search, distributable content will be key to drive mass exposure and shared experience
  • Facebook usage trends - The $100bn Question“Facebook Fatigue is something that could derail even the best made plans and will be a key trend to watch throughout 2012.”
  • VISITS CONTINUE TO GROW. BUT GROWTH IS SLOWING 90% Facebook growth starting to stagnate • Facebook has been the fastest 80% growing website at a global level over 70% the past two and a half years in terms of monthly visitation from PCs, but 60% over the 2011 this growth has slowed significantly. 50% GWI.1 40% GWI.2 • As we’ve seen previously, Google still GWI.3 holds a dominant position in terms of 30% GWI.4 the number of internet users using GWI.5 Google services, including YouTube. 20% GWI.6 • Nonetheless, Facebook does look set 10% to surpass Yahoo as the third most 0% visited web property by the end of 2012. • As Facebook state in their IPO filing, maintaining user growth is critical to realising their valuation.On average how often do you visit the following websites / services? Daily OR Weekly OR Monthly(% of internet users via PC, GWI.1 > GWI.6)
  • FACEBOOK HAS ACHIEVED TOTAL DOMINANCE ACROSS MOST MARKETS PROPORTION OF SOCIAL NETWORKERS USING FACEBOOK BY MARKET 100% 90% 80% 70% 60% 50% GWI.1 40% GWI.6 30% 20% 10% 0%Which of the following social networks do you currently have an active profile? – Facebook(% penetrations of each region in GWI.1 and GWI.6)
  • USER GROWTH NOW DEPENDENT ON EMERGING MARKETS. US PEAKED AND DECLINING 120 100 80 GWI.1 60 GWI.2 GWI.3 GWI.4 40 GWI.5 GWI.6 20 0Which of the following social networks do you currently have a profile? – Facebook(Universe Figures of Social Network Users (via PC) with accounts on Facebook. GWI.6) (China data still in validation phase)
  • GROWING COMPETITOR PRESSURE: GOOGLE+ ALREADY NO.2 GLOBALLY PROPORTION OF SOCIAL NETWORKERS WITH ACCOUNTS 70% 60% 50% 40% 30% 20% 10% 0% On which of the following social networks do you have a profile? (% of active social networkers globally; GWI.6, November 2011)
  • AND CRUCIALLY DECLINE IN NEARLY ALL INTERACTIONS IN GWI.6 GWI.1 GWI.3 GWI.6 80% . 70% % of Facebook Users Globally > July 2009 vs. Sept. 2010 vs. Nov. 2011 60% 50% 40% 30% 20% 10% 0%Which of the following have you conducted on your social network service in the past month? – Facebook Users(% of Facebook Users from GWI.1 (July 2009) to GWI.6 (November 2011))
  • FACEBOOK FATIGUE SPREADING BEYOND EARLY ADOPTERS % point change among Facebook users in each segment > July 2009 vs. Nov. 2011 10% Global USA US College Educated >30 5% 0% -5% -10% -15% -20% -25%Which of the following have you conducted on your social network service in the past month? – Facebook Users(% point change in active social networking penetration from GWI.1 (July 2009) to GWI.6 (November 2011))
  • The New World – Search plus Social “No matter where you go or who you speak to about what drives them to engage brands on socialI HEART BRANDS networking, they always respond that it is getting something back from brands.”
  • CONSUMERS ARE INTERACTING WITH BRANDS ON AN UNPRECENDENTED LEVEL 70% 60% 50% 40% 30% 20% 10% 0% Retweeted a Shared content Asked question Uploaded Invited friend to Followed Visited branded Read branded Chatted with a Visited branded Liked a Visit branded branded in a branded to a brand on photo/video to join a branded branded community blog customer social network brand/product website microblog post community microblog a branded page/group on microblog service agent group/page social network social network page/group Which of the following brand related actions have you done in the past month? (% internet users globally, GWI.5 (June 2011 and GWI.6 (November 2011))
  • YOUNGER INTERNET USERS MOST LIKELY TO INTERACT WITH BRANDS ON SOCIAL MEDIA 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 70% 60% 50% 40% 30% 20% 10% 0%Which of the following brand related actions have you done in the past month?(% of each age group globally; GWI.5 and 6, June + November 2011)
  • PASSIVE TYPES OF INTERACTION WITH BRANDS ONLINE IS MOST POPULAR ACROSS THE WORLD Passive Interaction Association Sharing Uploaded Visited branded Chatted with a Retweeted a Visited branded Asked question to a Liked a Followed branded photo/video to a Shared content in a Visit branded website social network Read branded blog customer service branded microblog community brand on microblog brand/product microblog branded social branded community group/page agent post network page/group Indonesia 80% 50% 33% 44% 24% 18% 47% 19% 15% 16% 17% Argentina 78% 33% 27% 24% 21% 17% 45% 9% 13% 9% 11% Philippines 74% 49% 33% 39% 28% 17% 54% 19% 26% 18% 22% Malaysia 71% 42% 23% 35% 24% 16% 51% 16% 18% 12% 17%South Africa 70% 29% 15% 20% 18% 10% 45% 8% 12% 7% 10% Mexico 70% 28% 25% 30% 23% 16% 42% 11% 12% 12% 12% Turkey 69% 41% 22% 26% 26% 12% 48% 16% 14% 10% 12% China 68% 32% 24% 30% 38% 18% 31% 27% 17% 16% 16% Poland 66% 15% 14% 16% 12% 7% 33% 6% 5% 3% 3% Singapore 62% 32% 12% 17% 16% 10% 35% 8% 11% 6% 8% India 62% 39% 24% 30% 31% 23% 41% 19% 26% 15% 17% Russia 61% 20% 12% 19% 16% 9% 31% 12% 11% 4% 6% Australia 61% 19% 8% 11% 13% 6% 32% 4% 7% 4% 5% Brazil 57% 25% 18% 21% 24% 13% 28% 11% 11% 10% 8% Canada 55% 18% 7% 11% 12% 5% 30% 5% 6% 4% 4% Spain 54% 19% 11% 16% 11% 8% 25% 10% 9% 6% 6%Saudi Arabia 53% 29% 24% 19% 17% 14% 33% 16% 15% 8% 12%South Korea 52% 15% 16% 24% 6% 5% 25% 6% 6% 3% 8% USA 51% 17% 6% 8% 13% 3% 31% 4% 5% 3% 3% UK 50% 15% 5% 7% 10% 3% 25% 3% 4% 3% 2% Sweden 48% 16% 7% 8% 11% 5% 20% 3% 4% 1% 2% Italy 48% 16% 9% 13% 8% 7% 25% 6% 8% 4% 4% Germany 45% 10% 4% 8% 5% 2% 11% 3% 4% 3% 2% France 44% 8% 5% 6% 7% 6% 16% 3% 4% 1% 3% Hong Kong 44% 23% 12% 13% 12% 7% 34% 9% 9% 6% 7% Japan 42% 5% 4% 9% 2% 2% 6% 2% 2% 2% 1%Netherlands 39% 8% 4% 4% 4% 2% 16% 1% 4% 1% 2% Which of the following brand related actions have you done in the past month? (% internet users globally, GWI.5 (June 2011 and GWI.6 (November 2011))
  • THERE ARE FOUR DISTINCT TIERS OF CONSUMER ENGAGEMENT WITH BRANDS The cornerstone of engagement strategy Indonesia Netherlands 60% Japan Argentina Philippines • Passive engagement with brands is Hong Kong 50% Malaysia more prevalent than any other form 40% of brand engagement France South Africa 30% Germany Mexico • Higher passive brand engagement in 20% emerging markets Italy 10% Turkey Passive Interaction 0% • Association with particular brands is a Sweden China Association way of expressing online identity. This Sharing UK Poland type of social brand engagement is representative of how brand USA Singapore positioning relates directly to peoples’ South Korea India values and aspirations. Saudi Arabia Russia Spain Australia • Brands using Google+ should draw on Canada Brazil these lessons to encourage followers
  • SOCIAL IS AN EXTENSION OF THE BUSINESS BUT CONSUMERS WANT SOMETHING IN RETURN 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 Discounts for future purchases 63% 66% 65% 63% 58% Customer service 44% 49% 47% 50% 48% Personalised purchase recommendations 40% 38% 32% 27% 19% A feature that enables me to track my delivery 31% 31% 28% 29% 28% Access to new products prior to release on the main site 31% 31% 28% 28% 22% The ability to interact and talk to people at the company 28% 29% 26% 29% 26% Exclusive insight or information about the retailer/brand 25% 26% 23% 22% 17% Being able to connect with other fans of the shop 24% 24% 17% 14% 10% Details of what my friends have bought 23% 22% 16% 13% 8% Competitions 23% 23% 20% 17% 12% Be asked to come up with ideas for products or services 22% 23% 22% 23% 18% The ability to purchase products without visiting the main 22% 22% 19% 18% 14% site Details of what my friends would like to buy (wish list) 20% 19% 13% 10% 7% No interest in any of the above 9% 8% 13% 17% 24%Motivations to follow a branded page on a social network?(% of each age group; GWI.6, Nov. 2011)
  • EMERGING MARKET CONSUMERS ARE MORE MOTIVATED TO FOLLOW BRANDS ON SOCIALNETWORKS 80% 70% 60% 50% 40% 30% 20% 10% 0% Be asked to come up with ideas for products or services Customer serviceMotivations to follow a branded page on a social network?(% of each age group; GWI.6, Nov. 2011)
  • GENERALLY, WE SEE EMERGING MARKETS WANTING THE MOST FROM BRANDS ON SOCIAL NETWORKS Interaction Fulfillment Social Content Contribution Exclusive insight Access to new The ability to interact and A feature that The ability to purchase Details of what Details of what my Being able to Personalised Be asked to come up Customer or information products prior to talk to people at the enables me to products without visiting my friends friends would like to connect with other purchase with ideas for products or Competitions service about the release on the main company track my delivery the main site have bought buy (wish list) fans of the shop recommendations services retailer/brand site Argentina 44% 67% 34% 29% 25% 21% 27% 27% 53% 43% 39% 20% Philippines 39% 68% 32% 31% 27% 27% 22% 37% 47% 39% 39% 35% Brazil 37% 59% 44% 22% 15% 15% 18% 29% 40% 36% 32% 17%Saudi Arabia 37% 58% 30% 34% 30% 20% 21% 21% 32% 45% 28% 41% Mexico 36% 62% 33% 26% 25% 20% 22% 25% 46% 43% 35% 23%South Africa 35% 69% 47% 27% 16% 17% 18% 33% 45% 34% 35% 63% Indonesia 35% 59% 33% 26% 26% 22% 25% 39% 36% 43% 26% 16% Malaysia 34% 58% 34% 28% 24% 21% 26% 31% 38% 40% 27% 29% Turkey 33% 53% 43% 31% 31% 26% 24% 35% 34% 56% 38% 39% China 33% 48% 34% 28% 32% 25% 35% 32% 32% 57% 21% 20% India 32% 60% 33% 31% 28% 23% 24% 27% 36% 40% 27% 34% Australia 28% 53% 35% 17% 11% 11% 11% 21% 32% 23% 22% 46% Russia 27% 44% 39% 22% 13% 13% 13% 22% 24% 32% 20% 12% Singapore 27% 56% 31% 22% 18% 13% 18% 28% 36% 35% 18% 23% Germany 25% 39% 25% 11% 8% 8% 12% 20% 19% 22% 18% 14% Canada 25% 46% 26% 11% 10% 9% 10% 19% 26% 16% 20% 22% Italy 24% 40% 18% 12% 8% 6% 10% 13% 18% 29% 18% 35% USA 22% 44% 24% 12% 9% 8% 9% 19% 27% 15% 19% 14% Poland 22% 52% 33% 19% 15% 11% 17% 16% 25% 29% 17% 48%South Korea 22% 38% 18% 14% 16% 10% 16% 10% 23% 27% 23% 9% Sweden 21% 39% 24% 10% 8% 8% 8% 13% 22% 29% 24% 34% Spain 20% 44% 28% 14% 9% 9% 9% 17% 28% 21% 20% 37% Hong Kong 19% 40% 22% 19% 22% 16% 15% 22% 20% 31% 19% 15% UK 18% 41% 25% 9% 6% 6% 8% 14% 24% 14% 16% 33% France 17% 37% 30% 9% 5% 5% 5% 12% 26% 16% 21% 30%Netherlands 12% 32% 11% 6% 5% 5% 4% 9% 12% 14% 16% 13% Japan 11% 22% 17% 8% 8% 4% 10% 10% 11% 14% 11% 4% Motivations to follow a branded page on a social network? (% of internet users by market; GWI.6, Nov. 2011)
  • ENGAGEMENT GROUPINGS• Interaction • The ability to interact and talk to people at the company • Customer service• Fulfilment • A feature that enables me to track my delivery • The ability to purchase products without visiting the main site• Social • Details of what my friends have bought • Details of what my friends would like to buy (wish list) • Being able to connect with other fans of the shop• Content • Exclusive insight or information about the retailer/brand • Access to new products prior to release on the main site • Personalised purchase recommendations• Contribution • Be asked to come up with ideas for products or services • Competitions
  • CONSUMERS EXPECT BRANDS TO INTERACT WITH THEM ON SOCIAL NETWORKS Argentina Japan 60.0% Philippines Netherlands Brazil France 50.0% Saudi Arabia 40.0% UK Mexico 30.0% Hong Kong South Africa 20.0% Interaction Spain 10.0% Indonesia Fullfillment Social 0.0% Sweden Malaysia Content Contribution South Korea Turkey Poland China USA India Italy Australia Canada Russia Germany SingaporeMotivations to follow a branded page on a social network? – Divided into upper level categories(% of each age group; GWI.6, Nov. 2011)
  • THE NEW WORLD: THE POWERFUL COMBINATION OF SEARCH AND SOCIAL Don’t neglect brand websites; they are still the main engagement point for consumers online and should be the hub of any brand’s online activity Social media is continually increasing important and there are four distinct levels of social engagement for them online Determining which of the four levels of brand IMPACT interaction your target consumers associate with should be the cornerstone of social strategy Another key element is determining the best way to reward those consumers that engage with brands in ways that foster lasting relationships Thus, it is necessary to understand what your consumers value most about your brand and turn it into something that is tangible to be shared