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?

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…

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

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!

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

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

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.