Social Media  globalwebindex.net Key trends, impacts and role for brands IAB Europe Interact June 12 th  2009 Tom Smith Tr...
Today Preliminary results from the Global Web Index UK and US data Motivations for using the web  Social media usage trend...
Trendstream – global technology focus Dedicated to understanding the  global impact of communications technology Global We...
About me: 4 years of social media research  Previously, Head of Consumer Futures at global media agency Universal McCann C...
The Global Web Index What:  Research service that measures the web world-wide, focusing on behaviour, motivations and impa...
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...
16 markets at launch USA Canada Mexico Brazil Spain UK Netherlands Italy France Germany Russia China India Japan South Kor...
Delivering with Lightspeed Survey design. Analysis. Insight. Trends. Presentations. Workshops. Scripting. Panel management...
Social media: hundreds of access points Social Media Micro-blogs Video Sharing Photo Sharing Wikis Forums Blogs Podcasts V...
<ul><li>A movement </li></ul><ul><li>Consumer driven </li></ul><ul><ul><li>Network </li></ul></ul><ul><ul><li>Content  </l...
Social fulfils our motivations
Source: Global Web Index, Pilot survey. UK data. June 2009 UK: Purchase driven globalwebindex.net Think about how importan...
Source: Global Web Index, Pilot survey. UK data. June 2009 Top drivers: Knowledge. Connection. Entertainment globalwebinde...
Age: motivations are consistent Source: Global Web Index, Pilot survey. UK data. June 2009 18-34 35-54 55-64 Research / fi...
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
<ul><li>83% use search to research purchases </li></ul><ul><li>Search increasingly dominated by consumer driven media </li...
<ul><li>Hudson river crash </li></ul><ul><li>Turkish airlines crash at Schipol airport </li></ul><ul><li>Mumbai terrorist ...
<ul><li>YouTube </li></ul><ul><ul><li>1.2bn streams a day </li></ul></ul><ul><ul><li>Last year more bandwidth than the who...
Social media is mass market
Source: Global Web Index, Pilot survey. UK data. June 2009 Video leads passive. Photos number 1 sharing channel globalwebi...
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 ...
In scale – already the size of network TV Global Web Index USA pilot survey January 2009 Based on Comscore universe estima...
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 2...
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
<ul><li>Mass market video platforms just over 3 years old </li></ul><ul><li>In ten years: Global TV platform? </li></ul><u...
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 18-2...
Friends Face to Face:  32 Work colleagues: Face to Face 28 Social Network:  88 Microblog 43 Friends Face to Face:  17 Work...
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 ...
Trust of strangers higher in younger groups Source: Global Web Index, Pilot survey. UK data. January 2009 18-24 55+ 1 A fa...
<ul><li>Trust total and complete strangers </li></ul><ul><li>Globally connected  </li></ul><ul><li>Strangers drive our kno...
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 L...
Demand for 2 way involvement Page in a social network to provide feedback Listening to comments in a social network / foru...
<ul><li>Listening </li></ul><ul><li>One to one conversation </li></ul><ul><li>Driving advocacy </li></ul><ul><li>Challenge...
Drives business
<ul><li>Communicating groups, forums etc </li></ul><ul><li>Sponsorship  </li></ul><ul><li>Supporting content / platforms <...
Summary USA Canada Mexico Brazil Spain UK Netherlands Italy France Germany Russia China India Japan South Korea Australia ...
globalwebindex.net Global data in July Report to download now: Online Video: 2009 is Primetime Slideshare.net/tomtrendstre...
Upcoming SlideShare
Loading in...5
×

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

17,590

Published on

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

Published in: Technology, Business
3 Comments
33 Likes
Statistics
Notes
No Downloads
Views
Total Views
17,590
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
583
Comments
3
Likes
33
Embeds 0
No embeds

No notes for slide
  • Social Media - key trends, impacts and role for brands. IAB Europe Interact June 2009

    1. 1. Social Media globalwebindex.net Key trends, impacts and role for brands IAB Europe Interact June 12 th 2009 Tom Smith Trendstream Director [email_address]
    2. 2. 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
    3. 3. Trendstream – global technology focus Dedicated to understanding the global impact of communications technology Global Web Index Trend-watching Communications Technology focused research Education / training
    4. 4. 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
    5. 5. 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
    6. 6. New focus Consumer Purchasing Web + Social Media Marketing / Comms Brands
    7. 7. 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
    8. 8. 16 markets at launch USA Canada Mexico Brazil Spain UK Netherlands Italy France Germany Russia China India Japan South Korea Australia globalwebindex.net
    9. 9. Delivering with Lightspeed Survey design. Analysis. Insight. Trends. Presentations. Workshops. Scripting. Panel management. Data Collection. Data processing. globalwebindex.net
    10. 10. Social media: hundreds of access points Social Media Micro-blogs Video Sharing Photo Sharing Wikis Forums Blogs Podcasts Video
    11. 11. <ul><li>A movement </li></ul><ul><li>Consumer driven </li></ul><ul><ul><li>Network </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Knowledge </li></ul></ul><ul><li>Everything socialised </li></ul>Social Media: changing the whole web
    12. 12. Social fulfils our motivations
    13. 13. 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.
    14. 14. Source: Global Web Index, Pilot survey. UK data. June 2009 Top drivers: Knowledge. Connection. Entertainment globalwebindex.net Knowledge Connection Entertainment
    15. 15. 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
    16. 16. Women: more motivated to stay in touch Source: Global Web Index, Pilot survey. UK data. June 2009
    17. 17. 55+: Opinions not content Source: Global Web Index, Pilot survey. UK data. June 2009
    18. 18. <ul><li>83% use search to research purchases </li></ul><ul><li>Search increasingly dominated by consumer driven media </li></ul><ul><li>“ Samsung Netbook” > 8 out of top 10 results are social </li></ul>Knowledge: driven by social media
    19. 19. <ul><li>Hudson river crash </li></ul><ul><li>Turkish airlines crash at Schipol airport </li></ul><ul><li>Mumbai terrorist attacks </li></ul>Knowledge: broken by social media
    20. 20. <ul><li>YouTube </li></ul><ul><ul><li>1.2bn streams a day </li></ul></ul><ul><ul><li>Last year more bandwidth than the whole internet in 2000 </li></ul></ul><ul><ul><li>Second largest search engine in the world </li></ul></ul><ul><ul><li>Just 3% can be commercialised </li></ul></ul>Entertainment is social
    21. 21. Social media is mass market
    22. 22. Source: Global Web Index, Pilot survey. UK data. June 2009 Video leads passive. Photos number 1 sharing channel globalwebindex.net
    23. 23. Source: Global Web Index, Pilot survey. UK data. June 2009 Men lead content creation globalwebindex.net
    24. 24. Source: Global Web Index, Pilot survey. UK data. June 2009 Clear age bias in content creation globalwebindex.net
    25. 25. Clear Hierarchy Video Forums Social Networking Photos Blogging Micro-Blogging
    26. 26. Video – driven by social media
    27. 27. US Video – incredibly active sharing environment 62% watch a week 30% share 20% upload Global Web Index USA pilot survey January 2009
    28. 28. 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
    29. 29. Music and UGC lead consumption Global Web Index USA pilot survey January 2009 globalwebindex.net
    30. 30. Social media driving the viewing landscape Global Web Index USA pilot survey January 2009
    31. 31. 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
    32. 32. Sharing: Small minority drive the mass of sharing Global Web Index USA pilot survey January 2009
    33. 33. Sharing is external and informal Global Web Index USA pilot survey January 2009
    34. 34. <ul><li>Mass market video platforms just over 3 years old </li></ul><ul><li>In ten years: Global TV platform? </li></ul><ul><li>Will be open and consumer driven </li></ul><ul><li>Challenge for advertising </li></ul>Transforming the moving picture
    35. 35. Social Media – The impact
    36. 36. 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
    37. 37. 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
    38. 38. Networks of strangers Facebook LinkedIn Twitter 9% 4% 0.3% Percentage of people I would phone up for a beer
    39. 39. 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)
    40. 40. 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
    41. 41. <ul><li>Trust total and complete strangers </li></ul><ul><li>Globally connected </li></ul><ul><li>Strangers drive our knowledge, ideas and decisions </li></ul>New perspective on the world
    42. 42. Social Media – Role for brands
    43. 43. 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 ?
    44. 44. 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%
    45. 45. <ul><li>Listening </li></ul><ul><li>One to one conversation </li></ul><ul><li>Driving advocacy </li></ul><ul><li>Challenge for advertising </li></ul><ul><ul><li>No media spend becomes as effective as media spend </li></ul></ul><ul><li>PR + Research + Customer Service </li></ul>New role in Social Media
    46. 46. Drives business
    47. 47. <ul><li>Communicating groups, forums etc </li></ul><ul><li>Sponsorship </li></ul><ul><li>Supporting content / platforms </li></ul><ul><li>Providing more relevancy </li></ul>New role for advertising in Social Media
    48. 48. Summary USA Canada Mexico Brazil Spain UK Netherlands Italy France Germany Russia China India Japan South Korea Australia globalwebindex.net <ul><li>Social media is transforming the web </li></ul><ul><li>Consumers driving content consumption </li></ul><ul><li>New role for brands </li></ul><ul><li>Challenge to advertising growth </li></ul>
    49. 49. 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
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×