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Social Computing in Europe - Rebecca Jennings, Forrester
 

Social Computing in Europe - Rebecca Jennings, Forrester

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

    • 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
    • Thank you Rebecca Jennings +44 (0) 207 323 7647 [email_address] Entire contents © 2005 Forrester Research, Inc. All rights reserved.