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Social media in Ireland Overview
 

Social media in Ireland Overview

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Introduction to Social Media in Ireland based on research completed by iReach Market Research in 2010. Presention looks at the relationship between Online Advertising, Social Media and traditional ...

Introduction to Social Media in Ireland based on research completed by iReach Market Research in 2010. Presention looks at the relationship between Online Advertising, Social Media and traditional Ads media

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    Social media in Ireland Overview Social media in Ireland Overview Presentation Transcript

    • iReach Market ResearchDeeper Insights | Better Research Social Media in Ireland 2010 Oisin Byrne Managing Director oisin.byrne@ireach.ieiReach Market Research
    • Deeper Insights | Better Research Innovation  Only Agency with Research Panels  Online, Video and Mobile Research Best Practices  Methodologies, Data Validation  QA, Analysis and Reporting Excellence of People  Research Analysts  Project Consultants Leading Technology  Support for all Research Methods  Range of Reporting Options 2iReach Market Research
    • iReach Research Panels iReach Panels for Quantitative and Qualitative  Consumer Panel of 15,000 Adults  Business Panel of 5,000 Decision Makers Northern Ireland  Consumer Panel of 5,000 Adults  Business Panel of 2,000 Decision Makers Fully support ESOMAR 26 Questions  Best Practices in Active Panel Management  Recruitment and Segmentation Access to International Panels  Partners in UK, France, Denmark and Italy 3 iReach Market Research
    • Insight driven Research  Research Market somewhat traditional in Ireland  New technologies and Online innovations have the potential to add real, measurable benefits to market research  An enhancement, rather than replacement of more traditional research methods  Cost Effective, Innovative, Timely and Flexible 4iReach Market Research
    • Reference Clients 5iReach Market Research
    • Best in Class Fieldwork and Analysis Integrated Research Platform 6iReach Market Research
    • Consumer Trends implications for Marketing and Brand Awareness 7iReach Market Research
    • Adoption of New Media Channels Convergence Personalisation Broadband & accessibility Proliferation of communication channels 8iReach Market Research
    • The Digital Consumer More informed and empowered More interconnected and communicativeNew mobile communication services Increased online tenure Empowerment of the Consumer Educated Purchasers Ever-faster broadband More global perspectives Broadband always on and always available Increased time spent online 9iReach Market Research
    • Map of Social Media 10iReach Market Research
    • “Brand” can mean many things  The name of a company  Product, or service  A trademark or Whatever…..  For consumers, a brand is an experience  Every marketing message consumers see or hear creates an impression of what the brand stands for — its image.  Every interaction with a product or its maker provides tangible proof of the real value the brand delivers — its action. 11iReach Market Research
    • Brands will continue to be highlyexposed  Customers will learn about your brand from individuals outside your influence  Creative individuals will create media that will contribute to the shaping of your brand  Popular individuals can become the definitive authority on your brand to some customers 12iReach Market Research
    • The relative importance ofcommunicating image and deliveringvalue by touch point 13iReach Market Research
    • Social Marketing adds many newtools to the marketers’ tool kit 14iReach Market Research
    • Internet and TV UsageiReach Market Research
    • Growing Trend - Watching TV whileusing the Internet Q66: How often do you watch TV while using the internet? (N=1000) 100 Never 80 32% Rarely (once or less a month) 60 16% Sometimes (couple of times a month) 52% 19% 40 Often (couple of times a week) 20 18% Most of the time (daily of 15 % almost daily) 0 Total SampleWe see a growing trend of simultaneous consumption of media with 52% of the interviewees tend to watch TV whileusing the internet on a regular basis. Often this is catching up on work and personal emails, Social Networking orhobby related areas. Examples include Flickr, Facebook and YouTube.iReach Market Research
    • Who is watching TV while usingthe Internet Q66: How often do you watch TV while using the internet? (N=1000) Never Rarely Regularly Male 41 % 48 % 46 % Female 59 % 52 % 54 % 18-24 8% 14 % 21 % 25-34 34 % 34 % 41 % 35-44 28 % 31 % 24 % 45-54 19 % 10 % 10 % 55-64 7% 8% 3% More than 65 4% 3% 1% N=320 N=160 N=520- We see a growing trend of Internet users across all ages and balanced across males and females, with the highestlevels of 25-34 year olds, who are more likely to be active Social Networkers with 35-44 year olds are likely to beengaged in work related activates.iReach Market Research
    • Reasons for watching online TV Content Q67: Do you watch Online TV Content (TV Programs delivered over the Internet rather than TV)? (N=1000) Q69: What are the main reasons for watching TV online? (N=550) Frequency :  Reasons for watching Online TV100 Catch-up with broadcast TV programmes that have been missed 56% Never80 45% Catching up on missed series 39% Rarely (once or less a month)60 Sometimes (couple of times Watching previews or trailers 21% 24% a month)40 31% Often (couple of times a Watching highlights of a programme 21% week)20 18% Most of the time (daily of Catching up on programmes that have 19% 10% almost daily) been recommended 0 3% Total Sample - With the launch of online TV Content services earlier this year by TV3 and RTE, we see an emerging trend of TV Content consumption or media snacking. This is where program viewers will watch TV programs online rather than on Digital or Terrestrial TV and any time during the day or night. - We estimate that 31% are regular consumers of Online TV Content plus and additional 24% irregular consumers of online TV Content, but we expect this figure to increase as awareness of such services increases. iReach Market Research
    • Who is watching Online TV Content Q67: Do you watch Online TV Content (TV Programs delivered over the Internet rather than TV)? (N=1000) Frequency towards age and gender : Never Rarely Regularly Male 36 % 50 % 54 % Female 64 % 50 % 46 % 18-24 9% 10 % 29 % 25-34 35 % 36 % 39 % 35-44 30 % 29 % 19 % 45-54 17 % 12 % 8% 55-64 4% 9% 4% More than 65 5% 4% 1% N=450 N=240 N=310 - We see similar trends to those that watch TV while using the Internet to those that watch TV content online with the highest proportion being 25-34 year olds. However there is a higher awareness amongst younger demographics of available online TV Content and a higher level of consumption. iReach Market Research
    • Attitudes towards advertisingiReach Market Research
    • Advertising: Preference and Impact Q50: Which types of Advertising do you remember most positively? (N=1000) Q57: Which types of Advertising are most likely to make 3 purchase a product? (N=1000) 5 4.5 4 3.5 you 2.5 2 1.5 1.5 60 TV Ads 2 2.5 Impact 3 30 Radio Ads 3.5 Magazine Ads Newspapers Ads Outdoor Ads 4 Online or Internet 4.5 Ads 5 0 30 60 Remembered positivelyWhen compared to other media channels, TV has the highest rate of recall as well as impact based on firstpreferences mean scores, followed by Radio Adverts. Print media scores well, led by Newspapers while Onlinescores lowestiReach Market Research
    • Advertising: Positive recall byPreferences Q50: Which types of Advertising do you remember most positively? (N=1000) Types of ad remembered positively (ranked by mean) TV Ads 60% 19% 8% 5% 3% 5% Radio Ads 17% 35% 17% 12% 9% 11% Newspaper Ads 6% 15% 26% 25% 20% 9% Outdoor Ads (Bus Shelters, Billboards) 8% 15% 23% 19% 20% 15% Magazine Ads 3%8% 16% 22% 28% 23% Online or Internet Ads 6% 8%10% 17% 20% 40% 1st Preference 2nd Preference 3rd Preference 4th Preference 5th Preference 6th Preference - When asked, consumers state a strong preference toward TV advertisement with 60% of first preferences followed by Rado and Outdoor advertising Radio scores the highest second preferences with 35% versus 19% of second preferences for TV iReach Market Research
    • Advertising: Positive recall byMean Q50: Which types of Advertising do you remember most positively? (N=1000) Types of ad remembered positively 18-24 25-34 35-44 45-54 55+ Male Female All TV Ads 1.6 1.7 2.0 2.0 2.4 2.0 1.7 1.9 Radio Ads 3.2 3.0 2.8 2.7 2.9 2.9 2.9 2.9 Newspaper Ads 4.0 3.6 3.6 3.2 3.1 3.4 3.8 3.6 Outdoor Ads (Bus Shelters, 3.4 3.7 3.7 4.0 4.0 3.7 3.7 3.7 Billboards) Magazine Ads 4.2 4.4 4.4 4.5 4.3 4.6 4.1 4.3 Online or Internet Ads 4.6 4.6 4.6 4.6 4.3 4.3 4.8 4.6 - TV Ads have a strong mean score (lower) across all Age groups and has a stronger impact on females over males while Radio Ads score consistently well across all Age groups with the most positive impact amongst 45-54 year olds - Newspaper Ads have a stronger impact on older demographics and especially amongst males - In terms of recall, online scores lowest across all media channels iReach Market Research
    • Advertising: Positive Impact byPreferences Q57: Which types of Advertising are most likely to make you purchase a product? (N=1000) TV Ads 54% 20% 10% 7%5%5% Radio Ads 12% 26% 19% 15% 15% 14% Newspaper Ads 12% 13% 23% 25% 18% 9% Magazine Ads 7% 16% 15% 21% 24% 18% Outdoor Ads (Bus Shelters, Billboards) 5% 14% 19% 20% 24% 19% Online or Internet Ads 10%11% 14% 12% 16% 37% 1st Preference 2nd Preference 3rd Preference 4th Preference 5th Preference 6th Preference- Television Ads appears to be the strongest way to influence consumers with 54% making this their first preference- Online shows and improved impact score (10%) over recall (6%) with a more positive preference while most othercategories show a reduction in impact over recalliReach Market Research
    • Advertising: Recall and ImpactComparisons Q50: Which types of Advertising do you remember most positively? (N=1000) Q57: Which types of Advertising are most likely to make you purchase a product? (N=1000) Outdoor Online or Magazine Ads (Bus Newspaper Internet Radio Ads TV Ads Ads Shelters, Ads Ads Billboards) Top 2 box in % 14% 11% 23% 21% 52% 79% (Positive recall) Top 2 box in % 22% 23% 18% 26% 38% 74% (Impact) Difference +8 + 12 -5 +4 - 14 -5- Online and Magazine Ads show the most positive improvement in terms of Impact over Recall, where impact ismore likely to influence a product purchase- Online has a wider positive impact over all ages and gender, where Magazine Ads have a strong impact on youngerconsumer groups.- Newspaper Ads also show a positive improvements in terms of influencing a product purchase especially amongstolder Age demographicsiReach Market Research
    • Online Advertising: Impact and Persuasion Q75 - Looking at the following list, which forms of Online Advertising do you find the most persuasive in making you consider a product or brand? (N=1000) The most persuasive (Multiple Answers): Display Adverts (on a Website) 42% Search Adverts 32% Adverts on Social Networking sites 27% Adverts in Online TV programs 21% Pop-up Adverts on a Website 15%Adverts in Online Videos or Webcasts 14% Sponsored Podcasts 12% Adverts in Blogs 11% Adverts in Games 8% None of the above 39% - Display Adverts on websites appears to be the most persuasive Online Advertising (42%) -Targeting advertising shows it is a very most powerful tool: Search adverts (32%) and Adverts in social networking sites (27%) - The other kinds of Online advertising appear too specific to show a stronger impact iReach Market Research
    • Online Advertising: Positive Impact Q75 - Looking at the following list, which forms of Online Advertising do you find the most persuasive in making you consider a product or brand? (N=1000) The most persuasive Online Advertising (N=486) Display Adverts (on a Website) 69% Search Adverts 53% Adverts on Social Networking sites 45% 39% 61% Adverts in Online TV programs 35% Pop-up Adverts on a Website 25% Adverts in Online Videos or Webcasts 23% None Sponsored Podcasts 20% At least one Adverts in Blogs 18% Adverts in Games 13%-39% of the respondent consider that none of the Online Ads presented have impact on them- Display Adverts on websites appears to be the most persuasive Online Advertising (69%)-Targeting advertising shows it is a very most powerful tool: Search adverts (53%) and Adverts in social networkingsites (45%)iReach Market Research
    • TV advertising versus OnlineAdvertising Q76 - When thinking about Advertising, how would you compare the impact of TV Advertising with Online Advertising?? (N=1000) 45% Information and Giving enough information decision making to make a purchase 40% decision Impact of Internet Ads (%) 35% 30% Helping people decide which brands are relevant Providing new information about a brand people are 25% already aware of Causing a re-evaluation of 20% a brand Brand value and 15% Sparking interest in a awarness brand 10% Persuading people to try a 5% brand or product Telling people about a new brand they haven’t heard of before 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Impact of TV Ads (%)iReach Market Research
    • TV advertising versus OnlineAdvertising Q76 - When thinking about Advertising, how would you compare the impact of TV Advertising with Online Advertising?? (N=1000) Impact on various situations: TV is About the Online is stronger same stronger Telling people about a new brand they haven’t heard of 77% 16% 7% before Sparking interest in a brand 62% 28% 10% Providing new information about a brand people are 46% 30% 24% already aware of Persuading people to try a brand or product 65% 25% 9% Helping people decide which brands are relevant 40% 35% 26% Causing a re-evaluation of a brand 42% 34% 24% Giving enough information to make a purchase decision 35% 26% 39% - Television remains stronger in most cases and shows its capacity to flourish Brand value and awareness - Internet is seen as a detailed information provider to help the decision making process iReach Market Research
    • Bulmers Pear – Ad Campaign Case StudyiReach Market Research
    • Bulmers Adverts - Overall Recall Q87 - Bulmers has recently launched a new Pear Cider Drink. Do you remember seeing or hearing their new Ads? Have a look at the following list and click all that you remember.? (N=802) Recall (Multiple Responses): TV 83% Billboards and Bus Shelters 37% Online and Internet 31% Radio 30% Newspapers 18% Side of Dublin Bus 16% Other 7% - Bulmers Television Ads are the most recalled after the campaign (83%). - Outdoor Ads and (37%) Online Ads (31%) are well recalled but tend to stand back . iReach Market Research
    • Bulmers Adverts – Online influence Q87 - Bulmers has recently launched a new Pear Cider Drink. Do you remember seeing or hearing their new Ads? Have a look at the following list and click all that you remember.? (N=802) Recall (Multiple Responses): 86% TV 83% 53% Billboards and Bus Shelters 37% 100% Online and Internet 31% 31% Radio 30% 33% Newspapers Remembered Bulomers Online Ads 18% (N=249) 25% Side of Dublin Bus 16% All (N=802) 4% Other 7% - Interviewees who remembered seeing Online ads tend to remember more other kinds of ads than total sample (Billboards and Bus Shelters, Newspapers, Side of Dublin Bus) iReach Market Research
    • Recall by Internet users while watching TV Q87 - Bulmers has recently launched a new Pear Cider Drink. Do you remember seeing or hearing their new Ads? Have a look at the following list and click all that you remember.? (N=802) Recall (Multiple Responses): Never Rarely Regularly All TV 81 % 74 % 87 % 83 % Radio 27 % 32 % 32 % 30 % Newspapers 14 % 13 % 21 % 18 % Online and Internet 21 % 27 % 39 % 31 % Billboards and Bus 32 % 35 % 41 % 37 % Shelters Side of Dublin Bus 12 % 16 % 18 % 16 % Other 8% 11 % 5% 7% - Interviewees who regularly watch TV and use the internet at the same time tend to remember more other Bulmers Ads. Here we notice the influence of a simultaneous exposure on Ads recall. iReach Market Research
    • Bulmers Adverts – Recall against base Score of Embrace the Pear Recall against iReach Recall Baseline Online and Internet 25% TV 23% OOH 14% Radio 13% Newsprint 6% - Online Adverts had a 25% higher recall rate over the iReach baseline, due to wide range of online Ads as well as the use of multi-panels and rich media employed in the Online Ad production -TV Adverts scored 23% higher recall rates against the iReach Recall Baseline, as did all other media formats -The iReach Recall baseline is calculated on the based Consumer Recall and Impact benchmark with other campaigns iReach Market Research
    • Recall: RTE Unprompted Recall of Online Ads 31% 24% 4% Do not remember any Ads from the website: 27%iReach Market Research
    • Recall: Ireland.com Unprompted Recall of Online Ads 45% 18% Do not remember any Ads from the website: 33% 38iReach Market Research
    • Recall: TV3 Unprompted Recall of Online Ads17% 3% 5% Do not remember any Ads from the website: 43% 11% 39iReach Market Research
    • Recall: Unprompted Online Ads Recall – All sites Q81/82/83 - On the TV3, RTE and Ireland.com websites do you remember any of the special offers or Advertisers? (N=802) Bulmers 45% RTE Guide 31% AIB 24% Visa 18% Peter Marks 17% Tesco Mobile 11%- The rich media and interactive nature of the Bulmers Embrace the Pears Ad formats generated a very high ‘unprompted’ recall rate when compared to different online ad formats across leading media websites- RTE Guide follows next in terms of unprompted recall and both Bulmers and RTE shared the same placement on the respective website 40iReach Market Research
    • The most memorable Q84 - Of the Adverts you remember, which are the most memorable? (N=802) 1st 2nd 2nd 3rd 41iReach Market Research
    • Online Multiplier Embrace the Pear Online Recall multiplier effect on other media 86% TV 83% 1.04 53% Billboards and Bus Shelters 37% 1.44 31% Radio 30% 1.02 33% Newspapers 18% All (N=802) Online Multiplier 1.87 25% Side of Dublin Bus 16% 1.56 - Interviewees who remembered seeing Online ads tend to remember more other kinds of ads than total sample (Billboards and Bus Shelters, Newspapers, Side of Dublin Bus) iReach Market Research
    • Recall of Bulmers Website Ads Q88 - Have a look at the following Online Advert for Bulmers "Embrace the Pear" and thinking about this campaign, on a scale of 1 to 10, does such an online advert make the other Bulmers Embrace the Pear Ads (TV, Radio, Outdoor etc.) more memorable?? (N=802) Recall Improvement: 1=Not at all Memorable or no impact Average /10 and 10=Where impact is Very Memorable6.5 6.5 6.1 6 65.5 5.5 5.3 5.6 5.3 5 5 5.1 5.04.5 4.5 Remembered All Never Rarerly Regularly All online Ads in (by frequency of watching TV while using the internet) Q87 - The Bulmers Online Advert tends to make other Bulmers Ads more memorable. - People watching TV while using Internet state the Bulmers Online Advert make the rest of the campaign more memorable iReach Market Research
    • iReach Market Research methodsiReach Market Research
    • Insight driven Research  New Product Development  Concept Testing  Supply Chain and Distribution  Customer Feedback  Customer Satisfaction  Mystery Shopping  Industry Research  Pharma & Health, Food and Drinks Sectors  Financial Services, IT, Media and Telecoms  Brand and Ad Testing  Brand Awareness and Brand Values  Ad Testing and Impact Measurement 45iReach Market Research
    • Use of iReach Panels  Custom or Ad Hoc Projects  New Product Development  PR and Media (Ad Testing)  Brand Awareness and Customer Advocacy  Regular Trackers  Digital Pulse Tracker – Digital Consumer Trends  Business Sentiment Tracker – Economic Trends  Consumer Shopping Trends – Online and Retail  Custom Panels  Website opt-in or Online Recruitment  Customer Panel Managed by iReach 46iReach Market Research
    • iPhone Research Panel iReach Built Panel of 50 iPhone Owners  Focus Groups and In-depths (IDIs)  Product Testing, Usability 23% of all Mobile Phones are Smartphones (iReach Omnibus Feb 2010)  Market Leaders are Nokia at 40% followed by iPhone at 31% and Blackberry at 12%  Represents 9%, 7% and 3% of all mobile phones respectively 47iReach Market Research
    • iReach Supported Research Methods  Online Research  Most Quantitative Projects now using Online  Ad Hoc and Trackers  Ideal for Rich Media Support (TV, Radio and Print)  CATI  Customer Satisfaction Surveys  Pre-screening, Segmentation and Recruitment  Qualitative Research  Focus Groups and In-depths  Video based Qualitative Research 48iReach Market Research
    • iReach Online Services  Monthly Online Omnibus for Research  iReach Business Decisions Multibus  iReach Consumer Decisions Multibus  Online Focus Groups  Website based Research  Visitor Profiling  Usability and Engagement  Feedback Analytics  iTestAds - Ad Test and Awareness  Rich media support for Audio, Video or Print Graphics 49iReach Market Research
    • Video Based Research iReach Consumer Decisions Panel  Pre-screening, Segmentation and Recruitment Video based Qualitative Research  Focus Groups and In-depths (IDIs)  Include Video with Reports Qualitative Research at the speed of Online Quant  Turnaround in 3 Days  Polls, Diary Projects and IDIs 51iReach Market Research
    • Video Research Projects  iReach Research Panels  Pre-screening, Segmentation and Recruitment  200 Members opt-in with WebCams  50 with iPhones  Mixed Online Qual and Quant  Video Streaming  Online Surveys with Video for Quant  Online Video or Focus Groups for Qual 52iReach Market Research
    • Video Streaming of Groups 53iReach Market Research
    • Ad Testing 54iReach Market Research
    • Video Based Focus Groups 55iReach Market Research
    • Powerful Co-creation Platform 56iReach Market Research
    • Realtime respondent metrics 57iReach Market Research
    • Sample Applications Ad Testing Ad Measurement In home Ethnographies  Package Testing  Product Testing  Product Tasting  Usability In-store Applications  Shelf Test  Product Positioning and Promotion In-store BrandingWebsites and Content 58iReach Market Research
    • Point of Experience Measurement – Mobile ResearchiReach Market Research
    • Mobile Research Illustration 60iReach Market Research
    • Some Applications for Mobile Research Measuring Satisfaction and Advocacy Evaluating Signage and New Items in retail outlets and In-store communications Understanding the ―Out-of-box‖ Experience Guaranteeing Brand Consistency Measure Sponsorship Brand Awareness at Events and Venues Capture instant feedback on promotions Track shopper trends and actual behaviors Evaluate advertisements in field (print/TV) 61 iReach Market Research
    • Research Analysis and Reporting Switch telecoms Detailed Analysis Switch bank accounts to providers for better get a better rate rates Switch to a cheaper utility provider Ride bike or walk Use sales and % To be used after recession whenever possible Shop more online promotional discounts  Robust and Valid Data Use price comparison websites Do DIY Cook at home more often Buy generic Product Cut back on non-  Detailed Analysis Less common key long term essential spending choices but will strategies remain  High Quality Reporting Cut down on nights out and takeaways 3 Levels of findings Do not touch this at Take fewer holidays Ok for the moment but all I wont give up on it  Summary % Use of the strategies  Conclusions  Recommendations Quantitative  Use Open Ends where possible Qualitative  Use video where possible 62iReach Market Research
    • Memberships and Partnerships  Memberships  AMA, AQR, ESOMAR,  Marketing Society, MII  Awards and Recognition  Inspired IT Awards 2008  Marketing Society Dec 2009  All Island Marketing (AIM) Awards May 2010 63iReach Market Research
    • Summary and Close  Only Agency in Ireland with own or Proprietary Research Panels  Recognised for Research Excellence  Select the best Approaches for each research project  Maximise the benefits of Qual and Quant research methods  Focused on Deeper and actionable Insights  Timely and Cost Effective research projects 64iReach Market Research
    • Links to more information iReach Case Studies Portal Demonstrations Top Tips for Online Research oisin.byrne@ireach.ie Monthly Omnibus iReach Market Research Anglesea House www.ireach.ie Blackrock Co. Dublin www.ireachonline.com T. 01-400 3600iReach Market Research