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Social Media - key trends, impacts and role for brands. IAB Europe Interact June 2009
 

Social Media - key trends, impacts and role for brands. IAB Europe Interact June 2009

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Presenting preliminary research from the Global Web Index: ...

Presenting preliminary research from the Global Web Index:

>How motivations for using the web are driving social media involvement

>Social Media is now mass market. UK June 2009 Social Media reach figures

>Impact on Video - why consumers drive the future of the moving image. US data

>The role for brands: consumers demand feedback and listening

Thought piece: Social Media is a big threat to the growth of online advertising for two reasons:
1. As consumers spend more time in social environments and content created by fellow users they spend less time in professionally driven sites where it is easy to sell and drive advertising revenue.
2. Consumers spend less time in destination sites and more time consuming content through social platforms and aggregators, so less advertising opportunity.
3. You can market and grow a business through social channels without spending any money on advertising space

Solution: advertising online needs to evolve to new formats / sponsorship / measures that are more social and also help signpost communities and content

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Social Media - key trends, impacts and role for brands. IAB Europe Interact June 2009 Social Media - key trends, impacts and role for brands. IAB Europe Interact June 2009 Presentation Transcript

  • Social Media globalwebindex.net Key trends, impacts and role for brands IAB Europe Interact June 12 th 2009 Tom Smith Trendstream Director [email_address]
  • Today Preliminary results from the Global Web Index UK and US data Motivations for using the web Social media usage trends How social media is driving change – video example The impact of social media Role for brands and challenge for advertising
  • Trendstream – global technology focus Dedicated to understanding the global impact of communications technology Global Web Index Trend-watching Communications Technology focused research Education / training
  • About me: 4 years of social media research Previously, Head of Consumer Futures at global media agency Universal McCann Created ‘Wave’, global tracking research into social media usage, measuring adoption and usage in over 30 countries globalwebindex.net
  • The Global Web Index What: Research service that measures the web world-wide, focusing on behaviour, motivations and impact How: Based on 32,000 consumers surveys a year in 16 markets Output: Access data through an online tool, trend overviews, analysis and bespoke reports globalwebindex.net
  • New focus Consumer Purchasing Web + Social Media Marketing / Comms Brands
  • 32,000 consumer opinions annually June 2009 December 2009 Wave 1 Wave 2 16,000 respondents 16,000 respondents 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 30 minute survey Local language 32,000 annual survey release globalwebindex.net
  • 16 markets at launch USA Canada Mexico Brazil Spain UK Netherlands Italy France Germany Russia China India Japan South Korea Australia globalwebindex.net
  • Delivering with Lightspeed Survey design. Analysis. Insight. Trends. Presentations. Workshops. Scripting. Panel management. Data Collection. Data processing. globalwebindex.net
  • Social media: hundreds of access points Social Media Micro-blogs Video Sharing Photo Sharing Wikis Forums Blogs Podcasts Video
    • A movement
    • Consumer driven
      • Network
      • Content
      • Knowledge
    • Everything socialised
    Social Media: changing the whole web
  • Social fulfils our motivations
  • Source: Global Web Index, Pilot survey. UK data. June 2009 UK: Purchase driven globalwebindex.net Think about how important these reasons are for you using the Internet.
  • Source: Global Web Index, Pilot survey. UK data. June 2009 Top drivers: Knowledge. Connection. Entertainment globalwebindex.net Knowledge Connection Entertainment
  • Age: motivations are consistent Source: Global Web Index, Pilot survey. UK data. June 2009 18-34 35-54 55-64 Research / find products to buy Research / find products to buy Research / find products to buy Stay up to date on news / events Research how to do things Research how to do things Stay in touch with friends Stay up to date on news / events Stay in touch with friends Research how to do things Stay in touch with friends Stay up to date on news / events Entertainment Research for work Education
  • Women: more motivated to stay in touch Source: Global Web Index, Pilot survey. UK data. June 2009
  • 55+: Opinions not content Source: Global Web Index, Pilot survey. UK data. June 2009
    • 83% use search to research purchases
    • Search increasingly dominated by consumer driven media
    • “ Samsung Netbook” > 8 out of top 10 results are social
    Knowledge: driven by social media
    • Hudson river crash
    • Turkish airlines crash at Schipol airport
    • Mumbai terrorist attacks
    Knowledge: broken by social media
    • YouTube
      • 1.2bn streams a day
      • Last year more bandwidth than the whole internet in 2000
      • Second largest search engine in the world
      • Just 3% can be commercialised
    Entertainment is social
  • Social media is mass market
  • Source: Global Web Index, Pilot survey. UK data. June 2009 Video leads passive. Photos number 1 sharing channel globalwebindex.net
  • Source: Global Web Index, Pilot survey. UK data. June 2009 Men lead content creation globalwebindex.net
  • Source: Global Web Index, Pilot survey. UK data. June 2009 Clear age bias in content creation globalwebindex.net
  • Clear Hierarchy Video Forums Social Networking Photos Blogging Micro-Blogging
  • Video – driven by social media
  • US Video – incredibly active sharing environment 62% watch a week 30% share 20% upload Global Web Index USA pilot survey January 2009
  • In scale – already the size of network TV Global Web Index USA pilot survey January 2009 Based on Comscore universe estimates of 167m users. TV universe figures sourced from WARC Weekly universe estimates
  • Music and UGC lead consumption Global Web Index USA pilot survey January 2009 globalwebindex.net
  • Social media driving the viewing landscape Global Web Index USA pilot survey January 2009
  • Viewed video on a blog in last 7 days Social video: engages a premium audience Global Web Index USA pilot survey January 2009 globalwebindex.net
  • Sharing: Small minority drive the mass of sharing Global Web Index USA pilot survey January 2009
  • Sharing is external and informal Global Web Index USA pilot survey January 2009
    • Mass market video platforms just over 3 years old
    • In ten years: Global TV platform?
    • Will be open and consumer driven
    • Challenge for advertising
    Transforming the moving picture
  • Social Media – The impact
  • Friends Face to Face: 32 Work colleagues: Face to Face 28 Friends Face to Face: 17 Work colleagues: Face to Face 28 18-24 45-54 Typically friendship groups shrink with age Global Web Index UK pilot survey March 2009 Below is a list of different ways that you can maintain contacts with people. Please can you indicate how many people do you stay in touch with via the following means? globalwebindex.net
  • Friends Face to Face: 32 Work colleagues: Face to Face 28 Social Network: 88 Microblog 43 Friends Face to Face: 17 Work colleagues: Face to Face 28 Social Network: 31 Microblog 45 18-24 45-54 Massive digital connections maintain contacts Global Web Index UK pilot survey March 2009 Below is a list of different ways that you can maintain contacts with people. Please can you indicate how many people do you stay in touch with via the following means? globalwebindex.net
  • Networks of strangers Facebook LinkedIn Twitter 9% 4% 0.3% Percentage of people I would phone up for a beer
  • Source: Global Web Index, Pilot survey. UK data. March 2009 We trust strangers more than professionals globalwebindex.net When you 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? (5 trust strongly 0 = no trust)
  • Trust of strangers higher in younger groups Source: Global Web Index, Pilot survey. UK data. January 2009 18-24 55+ 1 A family member A family member 2 A close friend A close friend 3 A work colleague A work colleague 4 A consumer who reviews on a retail website A neighbour 5 A good contact on a social network A good contact on a social network 6 A neighbour A consumer who reviews on a retail website 7 The author of a blog you read regularly Store worker 8 Store worker A television news reader 9 A television news reader A radio presenter 10 A radio presenter The author of a blog you read regularly
    • Trust total and complete strangers
    • Globally connected
    • Strangers drive our knowledge, ideas and decisions
    New perspective on the world
  • Social Media – Role for brands
  • Demand for 2 way involvement Source: Global Web Index, Pilot survey. UK data. June 2009 Improves my opinion of the brand Looking at the following ways that a brand can interact with you. What is your opinion ?
  • Demand for 2 way involvement Page in a social network to provide feedback Listening to comments in a social network / forum Be my friend 24% 22% 6%
    • Listening
    • One to one conversation
    • Driving advocacy
    • Challenge for advertising
      • No media spend becomes as effective as media spend
    • PR + Research + Customer Service
    New role in Social Media
  • Drives business
    • Communicating groups, forums etc
    • Sponsorship
    • Supporting content / platforms
    • Providing more relevancy
    New role for advertising in Social Media
  • Summary USA Canada Mexico Brazil Spain UK Netherlands Italy France Germany Russia China India Japan South Korea Australia globalwebindex.net
    • Social media is transforming the web
    • Consumers driving content consumption
    • New role for brands
    • Challenge to advertising growth
  • globalwebindex.net Global data in July Report to download now: Online Video: 2009 is Primetime Slideshare.net/tomtrendstream Trendstream.net [email_address] More information globalwebindex.net