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Mieux comprendre les medias sociaux
 

Mieux comprendre les medias sociaux

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  • We have developed for the Internet to social media
  • Each category counts as a separate report, which is £18,000 for global data. If they want all categories in one big report, it is priced at £36,000 for global data Also some local brands included: Rakuten Japan Tuenti Spain Yandex Russia libero Italy Orange France studivz Germany Sonico Mexico vkontakte Russia Odnoklassniki Russia rambler Russia Naver South Korea Daum South Korea iPlayer UK Hulu US
  • First come first serve – once sold, that brand report cannot be resold e.g If the advertising agency buy a Ford global brand report, then Ford would have to get access through them. If additional organisations want to access the data in the analysis platform, then the purchaser needs to grant authorisation and the additional organisation needs to purchase a subscription to access If you are visiting a specific client, with a set of clients or they are the end client – please remove this chart and add their brands and competitor brands to the next chart
  • Blogs still bigger than micro-blogging Websites are still bigger than blogs!
  • More involved in

Mieux comprendre les medias sociaux Mieux comprendre les medias sociaux Presentation Transcript

  • Mieux comprendre les medias sociaux… The Global Web Index SEMO 2009
    • Fondée en 2000, groupe WPP
    • Des panels à travers le monde
    • Bureaux et équipes régionales
    • 380 employés
    • Suite à la fusion de nos panels avec ceux de TNS, Lightspeed Research est devenu le leader mondial des panels en ligne.
    • Notre engagement pour la qualité et l’accès à des panels propriétaires dans le monde entier permettent à Lightspeed Research d’avoir une position unique dans le secteur des études.
    Lightspeed Research et TNS:
  • L’avantage Lightspeed : la Qualité et
  • Global Web Index
  • L’évolution web
  • Qu’est ce que cela veut dire pour nous tous ?
    • Comment mieux comprendre et intégrer les médias sociaux dans votre stratégie?
  • Plateformes media mesurées pour la vague Aout 2009 Portal Mail Search Community Mapping Retail Communication Content Sharing
  • Marques analysées pour la vague Aout 2009 Soft Drinks Technology Mobile Phones Games Consoles Retail Finance Automotive Alcoholic Drinks Fast Food Sporting Goods
  • Notre partenariat Cabinet de conseil dédié à la compréhension des tendances média et technologie. Fondé par Tom Smith, ancien responsable études media chez Universal McCann Des terrains online de haute qualité pour faciliter les décisions de nos clients.
  • Deux fois par an – 32,000 répondants dans 16 pays
  • Méthodologie: les marchés
    • 16 pays, qui représentent 70% de l’univers Web
    USA Canada Mexico Brazil Spain UK Netherlands Italy Germany Russia China India Japan South Korea Australia France
  • Global Web Index
    • The Global Web Index vous donne des informations sur l’impact…
      • du comportement des consommateurs
      • de la communication des marques
      • de l’achat des internautes
      • des attitudes et des avis
    • The Global Web Index est
    • un outil qui donne
    • une perspective pointue
    • de l’évolution du web
  • Media social
  • Cela nous concerne tous… Behaviour online – last month. You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  • L’évolution des réseaux sociaux: ici aussi la mode et les tendances évoluent…
  • La réalité: toujours centrée sur des taches Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet .
  • Les réseaux sociaux explosent dans les pays émergeants Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  • La principale motivation pour l’utilisation des moteurs de recherche: l’achat You will now see a number of online activities that you currently take in. For each one, please can you select the main reasons you partake in that activity online? Motivations to use a search engine
  • Rappellez-vous des tendances…
  • La réalité est différente… Behaviour online – last month. Global You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  • Et il n’y a pas que Facebook… Social networks – active profile
  • Quelles solutions Web, pour quels besoins? Rester en contact avec amis/famille Réseaux sociaux, partage de photos Partager un avis ou du contenu Blogs Valoriser quelque chose Micro-blog / Twitter
  • Impacts
  • Impacts pour les marques de l’explosion des réseaux sociaux 85% trouver de l’info sur un produit bien précis 49% trouver une recommandation
  • Tous les produits sont concernés % d’internautes qui ont fait des recherches sur internet avant d’acheter un produit Source: Global Web Index
  • Les réseaux sociaux plus forts que tout… Trust in communications: FR Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion ? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.
  • Le virtuel plus puissant que le réel??? NETWORK SIZE: How many people you stay in touch with USA 22.8 France 17.6 China 24.1 Brazil 24.4 USA 42.8 France 41.5 China 51.5 Brazil 31.2 Communications face a face Communications via reseaux sociaux Communications face a face Communications via réseaux sociaux
  • 3 réseaux sociaux: 3 mondes différents Facebook LinkedIn Twitter
  • Evolution
  • Utilisez les medias sociaux comme cible de votre communication Critères influençant l’achat Improve my opinion of the brand Keep me informed of the brand Get me to buy the brand A face to face recommendation Television advert A face to face recommendation Television advert An email sent to you Television advert A website created by the brand A face to face recommendation A recommendation online from a contact / friend An email sent to you A website created by the brand An email sent to you Magazine advert A direct mail sent to your house A website created by the brand A recommendation online from a contact / friend A recommendation online from a contact / friend A direct mail sent to your house Newspaper advert Newspaper advert Newspaper advert Newspaper or magazine featuring the brand Newspaper or magazine featuring the brand Magazine advert Poster on a high street Magazine advert Newspaper or magazine featuring the brand Advert in a store / shop front Radio advert Radio advert Film or television programme featuring the brand Poster on a high street Advert in a store / shop front Sponsorship of a major event e.g. sports or music concert Film or television programme featuring the brand Poster on a high street
  • Ecouter au lieu de parler! UK V Italy DATA: Perception of brands in social media / new channels Below is a list of activities that brands can engage in online. Some of these are very new and some will be more familiar to you. Please can you state your opinion on brands engaging in these activities?
  • 31.4% Fournir un espace de libre expression et de communication directe avec la marque 12.2% Créer un groupe de la marque 10.8% être ami avec la marque Vers une communication à double sens… Europe DATA: Perception of brands in social media / new channels. Improve my opinion of the brand
  • L’avenir est déjà là!!!
  • Le virtuel devient de plus en plus réel…
  • Quand les réseaux sociaux prennent le pouvoir!!!
  •  
  • Lightspeed Research and the Global Web Index [email_address] www.lightspeedresearch.com