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Slide 1: European Social Computing Rebecca Jennings Principal Analyst

Slide 2: 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? 2 Entire contents © 2006 Forrester Research, Inc. All rights reserved.

Slide 3: 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… 3 Entire contents © 2006 Forrester Research, Inc. All rights reserved.

Slide 4: Lego listens to consumers Imperial Star Destroyer sold out in 5 weeks 4 Entire contents © 2006 Forrester Research, Inc. All rights reserved.

Slide 5: Social Technographics illustrates adoption Publish a blog Publish your own Web pages Creators Upload video/audio you created Write articles or stories and post them Post ratings/reviews of products or services Comment on someone else’s blog Critics Participate in online forums Use RSS feeds Collectors Add “tags” to Web pages or photos Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Participate in online forums Read customer ratings/reviews Inactives None of the above 5 Entire contents © 2006 Forrester Research, Inc. All rights reserved.

Slide 6: Social Technographics illustrates adoption Publish a blog Publish your own Web pages Upload video/audio you created 10% Creators Write articles or stories and post them Post ratings/reviews of products or services Comment on someone else’s blog 19% Critics Take part in discussion boards, forums & chat rooms Use RSS feeds Collectors Add “tags” to Web pages or photos 9% Maintain profile on a social networking site 13% Joiners Visit social networking sites Read blogs Watch video from other users Listen to podcasts 40% Spectators Take part in discussion boards, forums & chat rooms Read customer ratings/reviews 53% Inactives None of the above 6 Entire contents © 2006 Forrester Research, Inc. All rights reserved.

Slide 7: The Dutch are the keenest Creators Creators as a percentage of online adults France 10% Germany 8% Italy 12% Netherlands 17% Spain 8% Sweden 12% UK 9% 7 Entire contents © 2006 Forrester Research, Inc. All rights reserved.

Slide 8: Innocent’ Big Knit has 662 Flickr photos… 8 Entire contents © 2006 Forrester Research, Inc. All rights reserved.

Slide 9: The Dutch and Brits love joining networks Joiners as a percentage of online adults France 4% Germany 12% Italy 10% Netherlands 26% Spain 5% Sweden 21% UK 25% 9 Entire contents © 2006 Forrester Research, Inc. All rights reserved.

Slide 10: Over a third of European adults read social content Spectators as a percentage of online adults France 38% Germany 44% Italy 39% Netherlands 41% Spain 41% Sweden 45% UK 37% 10 contents © 2006 Entire Forrester Research, Inc. All rights reserved.

Slide 11: The majority of young consumers do! Spectators as a percentage of online youth 12-24 France 83% Germany 78% Italy 91% Netherlands 69% Spain 87% Sweden 88% UK 75% 11 contents © 2006 Entire Forrester Research, Inc. All rights reserved.

Slide 12: A third of young consumers actually create content Creators as a percentage of online youth 12-24 France 42% Germany 28% Italy 55% Netherlands 32% Spain 45% Sweden 30% UK 38% 12 contents © 2006 Entire Forrester Research, Inc. All rights reserved.

Slide 13: Penguin’s Spinebreakers is written by teens for teens 13 contents © 2006 Entire Forrester Research, Inc. All rights reserved.

Slide 14: 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! 14 contents © 2006 Entire Forrester Research, Inc. All rights reserved.

Slide 15: 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 15 contents © 2006 Entire Forrester Research, Inc. All rights reserved.

Slide 16: Summary • Social Computing has taken off in Europe • It’s part of Young Consumers everyday lives • We’re headed towards Ubiquitous Social Media 16 contents © 2006 Entire Forrester Research, Inc. All rights reserved.

Slide 17: Thank you Rebecca Jennings +44 (0) 207 323 7647 rjennings@forrester.com Entire contents © 2005 Forrester Research, Inc. All rights reserved. 17 contents © 2006 Entire Forrester Research, Inc. All rights reserved.