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Social Engagement Benchmark // GlobalWebIndex // October 2012
 

Social Engagement Benchmark // GlobalWebIndex // October 2012

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INTRODUCTION ...

INTRODUCTION
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
different approach
• 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.

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Social Engagement Benchmark // GlobalWebIndex // October 2012 Social Engagement Benchmark // GlobalWebIndex // October 2012 Presentation Transcript

  • SOCIAL ENGAGEMENT BENCHMARK SCORE (SEB SCORE) OCTOBER 2012 This is a previewFull report available on our Report Store
  • THE SEB SCORE EXPLAINED The following report covers our inaugural Social Engagement Benchmark (SEB Score) an aggregate 100 point score that compares which markets and demographics are more socially engaged online. WHAT IS THE “SOCIAL WHY DID WE CREATE IT? HOW CAN YOU USE IT? ENGAGEMENT BENCHMARK”? In response to our clients needs to Compare a wide variety of markets A simple (and singular) measure to have an easier way to assess the and consumer segments in a quick assess how socially engaged a importance of social as part of their and simple way in order to: particular consumer segment has wider digital and communications mix. become 1. Prioritise investment Social is increasingly complex and 2. Allocation resource It uses 12 key social behaviours and fragmented and a simpler holistic 3. Identify priorities aggregates social consumer measure was required for initial engagement in participation, content strategic frameworks. creation and brand engagement. It removes regional bias for particular These are then aggregated into one behaviour types and profiles. holistic measure and weighted to 100 point scale with the highest ranking global demographic ranked as 100
  • THE KEY FINDINGS .1 Asia (with the exception of Japan) dominates, with China leading the way, with much higher levels of social engagement regardless of demographic compared. .2 Mature internet markets are more generally passive and require a different approach. .3 Fast growing internet markets lead in social engagement and crucially in many cases have larger social universe that delivers a higher reach than mature internet markets. .4 The outputs of this report demand that we re-think how multi-market social organisational and marketing allocations are made, moving away from internet penetration as a guide. . .5 SEB underlines the importance of understanding your audience and deliver a segmented social strategy at market level.
  • BUILDING THE SEB SCORE
  • CREATING THE SEB SCORE BENCHMARK PARTICIPATION (1/3) CREATION (1/3) BRAND (1/3) Re-tweet Upload a Upload a Liked a Reviewed aUse a Social Use a Posted on a Comment Upload a Written a Written a (share) a video / photo Video Product or Product or Network Micro-Blog Forum on a Story Photo Blog News Story Brand on a to a branded Online Brand Brand page Micro-blog The percentage of the segment involved in each activity is measured and translated into a score from 0 to 100, i.e. 46% becomes a score of 46 Aggregate score created of each four Aggregate score created of each four Aggregate score created of each four participation behaviours creation behaviours brand behaviours 0 - 400 0 - 400 0 - 400 Figure is combined 0-1200 Figure is reweighted to 100 point scale, with the top ranking demographic scored as 100. top 25% income Chinese users scored highest on a range of demographics and local regions with a score of 598
  • EXAMPLE APPLICATION PARTICIPATION (1/3) CREATION (1/3) BRAND (1/3) Upload a Re-tweet Upload a Liked a Reviewed a video /Use a Social Use a Posted on a Comment Upload a Written a Written a (share) a Video Product or Product or photo to a Network Micro-Blog Forum on a Story Photo Blog News Story Brand on a Online Brand Brand branded Micro-blog page 78% 22% 30% 38% 72% 35% 34% 15% 57% 47% 14% 18% 168 156 136 460 SEB: 16-24 Malaysian 76
  • EXAMPLE SEB SCORE China Top 25% Score: 598 SEB: 100 Income 16-24 Score: 460 SEB: 76 Malaysian Global Average Score: 351 SEB: 70 Female Score: 237 SEB: 40 UK
  • K E Y R E S U LT S
  • SEB SCORE BY MARKET: CHINA IS THE MOST SOCIALLY ENGAGED 10 20 30 40 50 60 70 80 90 100 MOST China Indonesia SOCIALLY India ENGAGED Vietnam Philippines Turkey Malaysia Brazil Thailand Argentina Mexico UAE Saudi Arabia Taiwan South Africa Russia Poland Spain South Korea Singapore Hong Kong Italy Canada Australia Netherlands Germany UK USA France Sweden LEAST Japan SOCIALLYAverage SEB Score by market ENGAGEDSource: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
  • TRANSLATES LOCALLY BOTTOM 10 LOCAL REGIONS TOP 10 LOCAL REGIONS 28 West (Sweden) Guangzhou (China) 90 27 Chubu (Japan) Iba pang (Philippines) 89 27 Southeast (Sweden) Xian (China) 87 25 Kanto (Japan) Bangalore (India) 87 25 Kinki (Japan) Sumatra (Indonesia) 86 23 Northern Territory (Japan) Wuhan (China) 86 22 Kyushu (Japan) Chennai (China) 85 21 Shikoku (Japan) Shenzhen (China) 85 19 Tohuku (Japan) Shenyang (China) 83 18 Chubu (Japan) Nanjing (China) 82Average SEB Score by local region. Top and bottom 10Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
  • SEB SCORE VARIATION: DEMOGRAPHIC DIFFERENCE REFLECTS MARKET Brazil China Germany USA 100 90 80 70 60 50 40 30 20 10 0SEB Score by market and key demographicsSource: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
  • THE KEY FINDINGS .1 Asia (with the exception of Japan) dominates, with China leading the way, with much higher levels of social engagement regardless of demographic compared. .2 Mature internet markets are more generally passive and require a different approach. .3 Fast growing internet markets lead in social engagement and crucially in many cases have larger social universe that delivers a higher reach than mature internet markets. .4 The outputs of this report demand that we re-think how multi-market social organisational and marketing allocations are made, moving away from internet penetration as a guide. . .5 SEB underlines the importance of understanding your audience and deliver a segmented social strategy at market level.
  • G E T T H E F U L L R E P O R T:globalwebindex.net/report-page/ Slideshare/globalwebindex @globalwebindex