paris 2.0 = Wave 5 : The socialisation of brands, une étude sur les usages des médias sociaux dans le monde

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Guillaume Théaudière, Stratège Médias Universal Mc Cann (www.umww.com) présente Wave 5 : The socialisation of brands, une étude sur les usages des médias sociaux dans le monde avec un focus sur les …

Guillaume Théaudière, Stratège Médias Universal Mc Cann (www.umww.com) présente Wave 5 : The socialisation of brands, une étude sur les usages des médias sociaux dans le monde avec un focus sur les marques et la manière dont elles peuvent les utiliser.

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  • 1. The Socialisation of Brands Social media tracker - 2010The Socialisation of Brands 1
  • 2. HelloWelcome to Wave:The largest and longest runningdedicated social media study inthe world. The Socialisation of Brands 2
  • 3. The expanding Wave universe Wave 5 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Wave 4 Czech Republic Denmark Australia Ecuador Austria Egypt Belgium Estonia Brazil France Canada Germany China Hong Kong Colombia Hungary Wave 3 Czech Republic India Denmark Italy Australia Ecuador Ireland (ROI) Austria Finland Japan Brazil France Korea Canada Germany KSA China Hong Kong Kuwait Czech Republic Hungary Latvia Wave 2 Denmark India Lebanon Lithuania France Italy Malaysia Australia Germany Japan Mexico Netherlands Brazil Greece Korea Norway China Hong Kong Latvia Oman France Hungary Lithuania Philippines Poland Wave 1 Germany India Malaysia Portugal Greece Italy Mexico Qatar Australia India Japan Netherlands Romania Brazil Italy Korea Norway Russia China Japan Mexico Peru Serbia37,600 54 France Korea Netherlands Philippines Singapore Germany Malaysia Pakistan Poland Slovakia Italy Mexico Philippines Portugal South Africa India Pakistan Poland Romania Spain Japan Philippines Romania Russia Sweden Korea Russia Russia Singapore Taiwan respondents countries Mexico Philippines Singapore Spain Spain Switzerland South Africa Spain Thailand Tunisia Russia Taiwan Taiwan Sweden Turkey Spain Thailand Turkey Turkey UAE UK UK UK UK UK US US US US US The Socialisation of Brands 3
  • 4. The continuing Wave story 2006 content 15 countries 21 markets 7,500 respondents 10,000 respondents 2008influence 29 countries 2009 17,000 respondentsMotivations 38 countries 23,200 respondents 2010 brands 54 countries 37,600 respondents The Socialisation of Brands 4
  • 5. The social challenge for brands The Socialisation of Brands 5
  • 6. Methodology• 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 dominant The Socialisation of Brands 6
  • 7. HelloQ: “Thinking about the internet, which of the following have you ever done?” 100% Read blogs / weblogs 90% Start my own blog/ weblog Leave a comment on a blog site 80% Upload my photos to a photo sharing site Upload a video clip to a video sharing site 70% Watch video clips online 60% Create a profile on a social network % Ever Done Manage a profile on a social network 50% Visit a friends social network page 40% 30% 20% 10% 0% Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08 Wave 4 March 09 Wave 5 July 2010 The Socialisation of Brands 7
  • 8. The new social landscape Means and motivesThe Socialisation of Brands 8
  • 9. Multi-faceted social networks Q: “Which of the following do a good job when you want to...” Be creative Stay in touch with 50 Change opinions friends Share new experiences 40 Earn respect 30 Explore the world Share knowledge around me 20Seek other peoples Express yourself opinions 10 0Promote yourself Feel like you belong Meet new people Hang out or waste time Manage my life better Have Fun/be entertained Make money Keep up to date Make contacts for work Learn something new Instant Messenger Message Boards Blogs Video Sites Social Networks The Socialisation of Brands 9
  • 10. Growing fast 90% Create a profile on a social network 80% Manage a profile on a 70% social network Visit a friends social 60% network page 50% % Ever Done 40% 30% 20% 10% 0% Wave 1 Sep Wave 2 Wave 3 Wave 4 Wave 5 06 June 07 March 08 March 09 July 2010 Q: “Thinking about the internet, which of the following have you ever done?” The Socialisation of Brands 10
  • 11. This is community growth 60 52,0 38,8 on a 40 29,7 phenomenal scale 20 0 Global 53,0 50,0 57,0 47,0 39,5 36,3 40,6 31,2 31,8 30,7 16,7 15,6USA China Russia UK 74,0 41,0 66,0 57,5 57,9 58,0 50,5 43,2 34,6 25,2 17,6 14,1Brazil India Italy Germany 47,0 Q: “Approximately how many people do you stay in contact 40,0 with through the following means?” Social Network 34,7 23,8 (average) 16,5 11,7 Wave 3 Wave 4 Wave 5Spain France The Socialisation of Brands 11
  • 12. Content sharing growth : a slower pace 100% Upload my photos to a photo 90% sharing website 80% Visit a photo sharing website 70% Upload video clip to video 60% sharing website 50% Watch video clips online 40% 30% 20% 10% 0% Wave 3 2008 Wave 4 2009 Wave 5 2010Q: “Thinking about using the internet, which of the following have you done in the last 6 months?” The Socialisation of Brands 12
  • 13. Blogs & forums move away from personaltopics Q: “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 50% Personal Blogs (diary 45% sites) Family/friend Blogs 40% 35% Write a blog on my social network 30% 25% 20% 15% 10% 5% 0% Wave 3 2008 Wave 4 2009 Wave 5 2010 The Socialisation of Brands 13
  • 14. And specialise Q: “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 40% News/Current Affairs Product recommendations 35% Music Technology 30% Business (general news & opinion) Business news- relevant to my current job A company/brand blog 25% Science Sport 20% Film/TV Gaming 15% Travel (holidays, destinations) Celebrities 10% Wave 3 2008 Wave 4 2009 Wave 5 2010 The Socialisation of Brands 14
  • 15. The rise of microblogging Q: “Thinking about using the internet have you used a microblogging service like Twitter or Jaiku in the last 6 months?”40%35%30%25%20%15%10%5%0% Wave 4 2009 Wave 5 2010 The Socialisation of Brands 15
  • 16. A connected generation Q: “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 0% 10% 20% 30% 40% 50% Use Instant MessengerWatch video clips online (e.g youtube.com) Read blogs / weblogs Visit a friends social network page Visited an official company / brand… Visit a photo sharing website (e.g… Visit a message board / forum Upload my photos to a photo sharing… Shared a music file / mp3 with a friendStarted a topic on a message board/ forum Post / write stories for my own blog /… Manage a profile on an existing social… Leave a comment on a blog site Share a video clip with a friend Used micro blogging service like… Joined an online community around a… Upload a video clip to a video sharing… Create a video to upload onlineJoined a professional social networking site Created an online community around… Mobile device Smartphone owners The Socialisation of Brands 16
  • 17. Different audiences, different needs Q: “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. An opportunity to learn something new 100% Access to unique events An opportunity to or competitions 80% develop my skills 60% Contact employee 40% Access to breaking decision maker & news influence prod… 20% 0% Tools help express Free coupons/money creativity & make off vouchers something worth… A personal response to Access to fun and my issues/ complaints entertaining content Communicate & share experiences with other customers I create content and collaborate with people and companies in this category I often/sometimes seek information in this category to The Socialisation of Brands keep up to date 17
  • 18. The Socialisation of BrandsThe Socialisation of Brands 18
  • 19. Are people moving away from traditionalbrand spaces online? Q: “Thinking about using the internet, have you visited an official brand/company website in the last 6 months?”86%84%82%80%78%76%74%72%70% Wave 3 2008 Wave 4 2009 Wave 5 2010 The Socialisation of Brands 19
  • 20. There is certainly a move towardsengaging brands in social spacesQ: “Which of the following have you done with your socialnetworking profile?” -Amongst those who have used a socialnetwork in the last 6 months”50% Wave 4 2009 Wave 5 201040%30%20%10% 0% Affiliate with or become a Join a group fan of a brand The Socialisation of Brands 20
  • 21. Large numbers are already joining brand communities Q: “Have you ever joined a brand community online?”100%50% 0% The Socialisation of Brands 21
  • 22. Is this true for all categories? Health Movies Music Telecomms 75% 74% 73% Travel 71% 71% Food Cars Software 70% Finance 63% 71% 67%Q: Amongst those who show an interest in an category, how many want an interaction with companies in that category (i.e. Atleast one or more interaction). These included a range of interactions from getting access to advance news of products to beingable to access decision makers and influence product development The Socialisation of Brands 22
  • 23. So why are people joining brandcommunities? Q: Agreement with the descriptions of why they joined a brand community amongst those have ever joined a brand community online by region. To support a cause I like 100% To share my To get advance news 80% appreciation with of products others 60% 40% To associate with Because it was 20% something I think is recommended to me cool 0% To learn more about To fill time/have fun it To feel part of a like- To get free content minded community LatAm Middle East & Africa Asia & Oceania North America Europe The Socialisation of Brands 23
  • 24. 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 “I am more likely to “I felt more loyal “I recommendedpositively of the brand” buy the brand” towards the brand” others to join” The Socialisation of Brands 24
  • 25. The Socialisation of Brands roadmap Map the Understand social landscape Identify the how and, more of the category Identify the platforms importantly, why you are operating social needs that best meet people use in and where your of the consumer those needs social media consumer fits in that landscape The Socialisation of Brands 25
  • 26. The social landscape of categories Q: “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. Wines, spirits & alcohol Non-alcoholic drinks Luxury goods Cosmetics Console/P.C. Gaming Sport Cars Portable technology Fashion Energy & environment Computer Hardware Personal finance Household products Home technology Travel Mobile phones and services Computer Software Food Health & well being Music Movies I create content and collaborate with people and companies in this category I share opinions, content and information in this category I often seek information in this category to keep up to date I sometimes seek information in this category when I need it The Socialisation of Brands 26
  • 27. Different categories, different needs Q: “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. Access to fun and entertaining content 50% Contact employee decision makers & Access to breaking influence product 40% news development 30% 20% Tools help express creativity & make 10% An opportunity to learn something worth something new sharing 0% An opportunity to Access to unique events develop my skills or competitions A personal response to Communicate & share my issues/complaints experiences with others Movies Health & well being The Socialisation of Brands 27
  • 28. Mapping needs to platform The Socialisation of Brands 28
  • 29. The futureThe Socialisation of Brands 29
  • 30. Wave 6, coming soonTo be released by end of 2011What is the value of Social Media ?Does it activate the purchase intent ? Does it build a deeper emotional bond ?Our goal is to connect Social Media with client objectives.What is the engagement pattern ?We want to understand the means with which consumers want to interact with brands. Which socialspace ? Which device ? The Socialisation of Brands 30
  • 31. Thank youThe Socialisation of Brands 31