Beyond's Presentation at Internet World on Science of Sharing #bynd

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These are slides from Beyond's Science of Sharing talk at Internet World London 2012. For more information go here: http://bynd.com/

These are slides from Beyond's Science of Sharing talk at Internet World London 2012. For more information go here: http://bynd.com/

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  • 1. About Marketing AgencyDigital UsUsing insight and analytics,we create digital experiencespeople want to share.© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 2. the current state of sharing 100 million 90 million monthly active Twitter users total Google + users * SOURCE: thenextweb.com * Monthly active Google+ users SOURCE: The Wall Street Journal not publicly available Facebook made up 52.1% of all sharing online in 2011, though Twitter and Tumblr grew their volume of shares by 576.9% and845 million monthly active users on 1299.5% respectivelyFacebook, more than half of which login every single day SOURCE: thenextweb.com SOURCE: Facebook Newsroom Sharing via mobile devices grew 6X in 2011 SOURCE: thenextweb.com
  • 3. Sharing is at the heart of the consumer journey Consideration Action/ Share of search; Purchase brand evaluation Conversion; attributes TrafficPre Purchase Enjoy Awareness User Share of conversations conversation on product performance Advocate Bond Recommendation Engagement post Purchase
  • 4. Title Goes Here... the uk social Consumer consumer How has social media changed the way consumers make purchase decisions? We asked 1,500 UK and 1,500 US consumers in two surveys what most influenced them online, as well as how and why they influenced others. What we found was that consumer recommendations are an increasingly influential part of the conversation.
  • 5. uk high sharers are 3x more likely to recommend a product YOUNGER OLDER RESEARCH RESEARCH LOW HIGH INVOLVEMENT INVOLVEMENT PRODUCTS PRODUCTSRECOMMEND PRODUCTS HIGH vs LOW CARE MORE ABOUT QUALITY THAN BRAND IMAGE SHARERS SHARERS more likely to... 20% OF ONLINE CONSUMERS 80% OF ONLINE CONSUMERS OPEN TO BRAND LOYAL CHANGE BRANDS OWN MORE LIKELY MULTIPLE TO PURCHASE INTERNET RESEARCHED DEVICES PRODUCTS
  • 6. comparing the uk & us social consumers40% vs 53% 47% vs 33% 43% vs 31% UK Usa UK Usa UK Usa have interacted with a wrote a product prompted to purchase brand using Facebook review online after online interaction
  • 7. Low vs High involvement products HIGH LOWLESS FREQUENTLY PURCHASED MORE COMPLEX EXPENSIVE IN NATURE vs BOUGHT MORE FREQUENTLY LESS COSTLY USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT REQUIRING MORE TIME AND AND EFFORTEFFORT IN THE RESEARCH PHASE
  • 8. What Influences THE Social Consumer? Ra#ngsandreview(Amazon) Searchresults Facebookfriends Newsar#cles Twi@er Blogposts YouTubeorVimeoVideos EARNED CHANNELS OWNED CHANNELS SEARCH CHANNELS Informa#ononaproductorbrandwebsite EARNED TalkingwithfriendsorfamilyHIGH RATINGS AND REVIEW SITES NEWS ARTICLES WORD OF MOUTH BLOG POSTSCHANNEL INFLUENCE OWNED BRAND WEBSITE TWITTER FACEBOOK YOUTUBE VIDEOS SEARCH Automotive Products Beauty Cookware Fashion Improvement Music/Films Personal Travel Appliances Restaurants Electronics Finance Kitchen Baby BABY BEAUTY ELECTRONICS MUSIC PERSONAL RESTAURANTS TRAVEL PAID SEARCH Home FINANCE ORGANIC SEARCH
  • 9. THE 7 TYPES OF SOCIAL SHARER ALTRUISTS SELECTIVES PASSIONATES CONNECTORS TRENDSPOTTERS PROVOCATEURS CAREERISTSshare because share because share because share to share because share because share because they want it’s relevant they share inspire it shows others they want it helps them to help to a friend a passion with socializing they are on top a reaction in business someone else with friends of what’s new39.6% 26.1% 16.7% 7.9% 5.6% 2.6% 2.5% of the UK’s of the UK’s of the UK’s of the UK’s of the UK’s of the UK’s of the UK’ssocial sharers social sharers social sharers social sharers social sharers social sharers social sharers
  • 10. WHERE THEY SHARE ALTRUISTS SELECTIVES PASSIONATES CONNECTORS TRENDSPOTTERS PROVOCATEURS CAREERISTS YOUTUBEWORDPRESS/ BLOGGER TWITTER LINKEDINFOURSQUARE FLICKR FACEBOOK EMAIL DELICIOUS CUSTOMER REVIEW
  • 11. Actions Taken after ONLINE inTERACTION PROMPTED TO PURCHASE 43% uk PROMPTED 31% usa TO RECOMMEND 20% uk 20% usa CHANGED IMPRESSION 4% uk 3% usa INCREASED AWARENESS 8% usa 6% uk 9%ENCOURAGED TO VISIT uk OPEN 9% usa TAKE NO ACTION 26% usa 15% uk ENCOURAGED TO CONTACT 3% uk 3% usa
  • 12. facebook sharingrate of activity on facebookrate of activity on facebook usage frequency of logins sharing Data is based on per-user activity, not aggregate volumes less than 3-6 6-12 1-2 2+ 3 months months months years years Age of Facebook account According to Facebook, only 16% of fans see organic posts
  • 13. frictionless sharing (Automatic sharing)Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a 67% day will have the capacity to be shared online, but with accuracy and without needing to actively think about it. of people have done at least one of the following things: listened to a song that read an automatically was automatically shared allowed an application shared article (online (spotify, etc) to post automatically to 61 % reader) of people are annoyed by their profile applications
  • 14. FUTURE SHARING ACTIVITIESOffline social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones.WHAT WILL PEOPLE SHARE IN THE FUTURE? 43% 30% 28% 27% PERSONAL TRAVEL PLANS TICKET CHARITABLE MILESTONES PURCHASES DONATIONS The percentages above reflect the proportion of people who indicated their preference to share these activities.
  • 15. segmenting friends Segmenting your social networks into disparate friend groups to selectively share content (ie. the Google+ model) is likely to catch on – but needs to be simple to manage for usersonly40% of people have createdsubgroups to selectively share posts 62% said that that the idea appeals to them
  • 16. THANK YOUNils Mork-Ulnes Judith LewisHead of Analytics Head of Search+44 (0)207 908 6557 +44 (0)20 7908 6573+44 (0)771 307 7994 +44 (0)79 7416 1212nils@bynd.com judith@bynd.com@nilsmu @judithlewis