The following report covers our inaugural release of the Social Engagement Benchmark (SEB), an aggregate measure of social usage developed by GlobalWebIndex which enables the exploration of how engaged different consumer segments are.
This report explores which markets and consumer segments rank highest on the SEB score and investigates how
agencies and marketers who implement multi-market digital and social frameworks need to re-think how they prioritize budgets, organization and resource.
KEY FINDINGS OF THE SEB SCORE
• Asia (with the exception of Japan) dominates, with China leading the way regardless of demographic compared.
Mature Internet markets are more generally passive with lower SEB scores in all demographics and require a
• Fast growing Internet markets, like China, Brazil, India or Indonesia lead in social engagement and crucially in many cases have larger social universe that delivers a higher in market reach than mature high penetration markets. While reach is not a crucial requirement to investing in social infrastructure and communications, internet
penetration is typically used to assess investment levels for online marketing. This view and applying SEB score blows that away
• These results demand that we re-think how multi-market social organisational and marketing allocations are
made moving away from internet penetration as a guide for investments
• When it comes to social the distinction between “mature” and “emerging markets” needs to be re-thought
WHAT IS THE “SOCIAL ENGAGEMENT BENCHMARK”
A simple (and singular) measure to assess how socially engaged a particular consumer segment has become.
It uses 12 key social behaviours and aggregates social consumer engagement in participation, content creation and
brand engagement (4 measures in each). These are then aggregated into one holistic measure and weighted to
100 point scale against the highest ranking demographic segment on the planet. In the case of 2012’s benchmark
this is High income Chinese consumers. We weight all scores on a global basis to remove local bias and provide a
true reflection on how socially engaged a consumer segment is. Even if you are only interested in a single market
this wider context is crucial to deliver the right kind of strategy and investment.
WHY DID WE CREATE IT?
It was created in response to our clients’ needs to have an easier way to assess the importance of social as part of
their wider organisational or marketing structure.
Social is increasingly complex and fragmented and a simpler holistic measure was required to develop initial
strategic frameworks. Looking at specific behaviours such as “Social Networking” usage or “Commenting on
Stories” makes this process very difficult.