Wave 5, the socialisation of brands

The Socialisation of BrandsSocial media tracker - 2010

ContentsExecutive summary Introduction The continuing Wave story Methodology The social challenge for brands The new social landscape: means and motives The gravitational pull of social networks The rise of microbloggingThe future face of social media The Socialisation of Brands The impact: summary

Executive SummarySocial media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer adequate.A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users. Social networks are becoming powerful hubs of interconnected communities but it’s not just people that are connecting in the social media space. There is huge demand for a more social and interactive relationships with brands. Almost half of the Active Internet Universe has already joined a brand community. These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales. However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.

Hello47%joining brand communitiesWelcome to Wave: The largest and longest running dedicated social media study in the world. 1.5 billion visitsto social networksper day30%accessing social media via mobile10% growth in the number of social network managers

The continuing Wave story15 countries 7,500 respondents 21 markets 10,000 respondents 29 countries 17,000 respondents 38 countries23,200 respondents 54 countries 37,600 respondents

The expanding Wave universeWave 5Algeria Argentina AustraliaAustriaBahrainBelgiumBrazilCanadaChileChinaColombiaCzech RepublicDenmarkEcuadorEgyptEstoniaFranceGermanyHong Kong HungaryIndiaItalyIreland (ROI)JapanKoreaKSAKuwaitLatviaLebanon LithuaniaMalaysiaMexico Netherlands NorwayOmanPhilippines PolandPortugalQatarRomaniaRussiaSerbiaSingaporeSlovakiaSouth Africa SpainSwedenTaiwanThailandTunisiaTurkeyUAEUKUS Wave 1AustraliaBrazilChinaFranceGermanyItalyIndiaJapanKoreaMexicoPhilippinesRussiaSpainUKUSWave 2AustraliaBrazilChinaFranceGermanyGreeceIndiaItalyJapanKoreaMalaysiaMexicoPakistanPhilippinesRussiaSingaporeSpainTaiwanThailandUKUSWave 3AustraliaAustriaBrazilCanadaChinaCzech RepublicDenmarkFranceGermanyGreeceHong KongHungaryIndiaItalyJapanKoreaMexicoNetherlandsPakistanPhilippinesPolandRomaniaRussiaSpainSwitzerlandTaiwanTurkeyUKUSWave 4AustraliaAustriaBelgiumBrazilCanadaChinaColombiaCzech RepublicDenmarkEcuadorFinlandFranceGermanyHong KongHungaryIndiaItalyJapanKoreaLatviaLithuaniaMalaysiaMexicoNetherlandsNorwayPeruPhilippinesPolandPortugalRomaniaRussiaSingaporeSouth AfricaSpainSwedenTurkeyUKUS54countries37,600respondents

MethodologyQ: “Thinking about the internet, which of the following have you ever done?”Wave has retained the same methodology from Wave 1 to Wave 5, enabling comparison across Waves

All research is conducted on UM’s in-house research system, Intuition

We have surveyed 37,600 16-54 Active Internet Users in 54 countries

All surveys are self-completed and the data collected is purely quantitativeWhy the Active Internet User?Active internet users are those that use the internet every day or every other day

Social media is driven by active internet users

They drive adoption of platforms and tools and they will determine which tools and platforms become dominantThe social challenge for brands

The Socialisation of Brands roadmapUnderstandhow and, more importantly, why people use social mediaMap the social landscape of the category you are operating in and where your consumer fits in that landscapeIdentify the social needs of the consumerIdentify the platformsthat best meet those needs

The new social landscapeMeans and motives

Understanding means and motivesQ: “Which of the following do a good job when you want to...”

Multi-faceted social networksQ: “Which of the following do a good job when you want to...”

The gravitational pull of social networksWhat is a social network? A site designed to allow users to meet, communicate, share content and build communities.

Growing fastQ: “Thinking about the internet, which of the following have you ever done?”

And this is a truly globalmovementQ: “Thinking about using the internet, which of the following have you done in the last 6 months?” - Manage a profile on an existing social networkWave 3Wave 4Wave 5

A pull of people...Q: “Approximately how many people do you stay in contact with in your personal life through the following means?”

...and activityQ: “Which of the following have you done with your social networking profile, amongst those who have used a social network in the last 6 months”

This is community growth on aphenomenal scaleQ: “Approximately how many people do you stay in contact with through the following means?” Social Network (average)Wave 3Wave 4Wave 5

Content sharing still continuesQ: “Thinking about using the internet, which of the following have you done in the last 6 months?”

But is starting to migrateQ: “Which of the following have you done with your social networking profile?” - Amongst those who have used a social network in the last 6 months

Blogs & forums move away from personal topicsQ: “When you read blogs, which of the following types of blogs do you read most often?”- Amongst those who have read a blog in the last 6 months, “Which of the following have you done with your social networking profile?” - Amongst those who have used a social network in the last 6 months What is a blog?A blog is a website that is created by a user in order to update others with regular commentaries, opinions or share content.

And specialiseQ: “When you read blogs, which of the following types of blogs do you read most often?” - Amongst those who have read a blog in the last 6 months

BloggingDeclining or stabilising in Western countries, but growing in othersQ: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogsWave 3Wave 4Wave 5

The rise of microbloggingQ: “Thinking about using the internet have you used a microblogging service like Twitter or Jaiku in the last 6 months?” What is a microblog?A blog on which updates are restricted in length (usually to 140 characters or less)

The rise of microbloggingQ: Age and gender profile of people who have used a microblogging service in the last 6 months34.6%42.6%65.4%57.4%Wave 42009Wave 52010

The future faceof social media

The new engine of social media

Smartphone ownership drives mobile internet useQ: % of people who access the internet via a mobile device and the % of smartphone owners who access the internet via a mobile device

And the use of social mediaQ: “Thinking about using the internet on your mobile device, which of the following have you done in the last 6 months?” - Amongst all who have accessed the internet via a mobile device and smartphone owners

Understanding means and motive is everythingSocial media is an incredibly dynamic environment A deeper knowledge of consumer needs and motivations is the key to unlocking our understanding of social media Understanding these motivations explains much of what is happening Why people engage in social media is an important starting point but there is still a missing piece of the puzzleDo consumers want a relationship with brands?What kind of social experience are people looking for with brands?

Are people moving away from traditional brand spaces online?Q: “Thinking about using the internet, have you visited an official brand/company website in the last 6 months?”

There is certainly a move towards engaging brands in social spacesQ: “Which of the following have you done with your social networking profile?” -Amongst those who have used a social network in the last 6 months”

Large numbers are already joining brand communitiesQ: “Have you ever joined a brand community online?”

Is this true for all categories?Health75%Movies74%Music73%Telecomms71%Travel71%Food70%Cars63%Software71%Finance67%Q: Amongst those who show an interest in an category, how many want an interaction with companies in that category (i.e. At least one or more interaction). These included a range of interactions from getting access to advance news of products to being able to access decision makers and influence product development

So why are people joining brand communities?Q: Agreement with the descriptions of why they joined a brand community amongst those have ever joined a brand community online by region.To get free contentTo sharemy appreciation with othersTo support a causeTo learn more about it

What is the benefit to brands?Q: “As a result of joining a brand community, please indicate how much you agree with the following statements?” 72%71%66%63%“I thought more positively of the brand” “I am more likely to buy the brand”“I felt more loyal towards the brand”“I recommended others to join”

Which type of brand communities create the most positive brand benefit?Q: % reason why people, who thought more positively about the brand after joining, joined a brand community72%“I thought more positively of the brand”

The social landscape of categoriesQ: “Thinking about how you seek and share information regarding different products and services, which of the following statements best describe how you seek and share information in each of the following categories?” Numbers of consumers (in 000’s). Note: consumers can be active in more than one segment within a category.

Different categories, different needsQ: “Thinking about companies in the following categories, which of following statements describes the kind of interaction you would like to have with these companies?” amongst those who show an interest in the category.

Different audiences, different needsQ: “Thinking about companies in the computer software category, which of following statements describes the kind of interaction you would like to have with these companies?” amongst those who create content or seek information in the category.

Wave 5, the socialisation of brands

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