Social Computing in Europe - Rebecca Jennings, Forrester

European Social Computing Rebecca Jennings Principal Analyst

Agenda
Europe's adoption of Social Computing
One size doesn't fit all – how countries differ
Boom or bubble – what's the future for social computing?

Europeans are avidly adopting social computing
Half of online Europeans engage in social computing
Major brands are using it to reach consumers: Jeep, Coke, Lego, Dell….
And It’s influencing company policies; Cadbury’s Wispa, HSBC backdown on student charges…

Lego listens to consumers
Imperial Star Destroyer sold out in 5 weeks

Social Technographics illustrates adoption Creators Publish a blog Publish your own Web pages Upload video/audio you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Participate in online forums Collectors Use RSS feeds Add “tags” to Web pages or photos Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Participate in online forums Read customer ratings/reviews Inactives None of the above

Social Technographics illustrates adoption Spectators Read blogs Watch video from other users Listen to podcasts Take part in discussion boards, forums & chat rooms Read customer ratings/reviews 10% 9% 19% 53% 40% 13% Creators Publish a blog Publish your own Web pages Upload video/audio you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Take part in discussion boards, forums & chat rooms Collectors Use RSS feeds Add “tags” to Web pages or photos Joiners Maintain profile on a social networking site Visit social networking sites Inactives None of the above

The Dutch are the keenest Creators Creators as a percentage of online adults

Innocent’ Big Knit has 662 Flickr photos…

The Dutch and Brits love joining networks Joiners as a percentage of online adults

Over a third of European adults read social content Spectators as a percentage of online adults

The majority of young consumers do! Spectators as a percentage of online youth 12-24

A third of young consumers actually create content Creators as a percentage of online youth 12-24

Penguin’s Spinebreakers is written by teens for teens

An understanding of consumers comes first
Profiles should be the foundation of a social computing strategy
Objectives inform what you want to achieve – direct response? Awareness? Sales?
Strategy evolves next
Technology comes last!

Social Media is here to stay…
It’s part of young consumer’s lives
What they do might change, but the idea of social media sticks
5-10 years: Ubiquitous social networks
Open technology
Shared identities
Information flow
Advertising embraces social influence

Summary
Social Computing has taken off in Europe
It’s part of Young Consumers everyday lives
We’re headed towards Ubiquitous Social Media

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Social Computing in Europe - Rebecca Jennings, Forrester

by robinwauters on Mar 25, 2008

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Social Computing in Europe - Rebecca Jennings, Forrester — Presentation Transcript