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    UM wave5 Socialisation of Brands UM wave5 Socialisation of Brands Presentation Transcript

    • The Socialisation of Brands Social media tracker - 2010The Socialisation of Brands 1
    • Contents•  Executive summary•  Introduction•  Methodology•  The social landscape•  Social networks•  The socialization of brands•  The social gatekeepers•  The Impact •  Summary The Socialisation of Brands 2
    • Executive Summary•  Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer adequate to describe the array of social activity and interaction that is occurring amongst the vast communities now being built online. A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users.•  Social networks are becoming powerful hubs of interconnected communities but it’s not just people that are connecting in the social media space. There is huge demand for a more social and interactive relationships with brands.•  Globally, almost half of the Active Internet Universe has already joined a brand community. These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales. However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience. This report barely scratches the surface of the rich insight and detail available. The Socialisation of Brands 3
    • IntroductionThe Socialisation of Brands 4
    • HelloWelcome to Wave:The largest and longest runningdedicated social media study in the world. 1.5 billion visits 30% accessing to social social networks media via per day * mobile * * Global statistics The Socialisation of Brands 5
    • Welcome to Wave 5:•  Five years is a lifetime in the world of social media and over the course of our five Waves of research we have come to a deep understanding of the complex and dynamic nature of social media behaviour.•  Our first two Waves demonstrated that social media was enabling a large and active community to create content and share this content with others. In the process the medium moved from being a primarily text-based medium to a fully audio visual one. Our third Wave charted the democratisation of influence, how social media was driving ever greater means and opportunity for consumers to influence their peers. Influence that was becoming an integral part of many consumers decision making processes. In Wave 4 we examined the reasons behind the huge growth in social media by understanding the motivations behind the use of different social media platforms. This clearly demonstrated that you cannot treat all social media the same, consumers engage with a platform because it meet’s specific consumer needs and all platforms meet these needs differently. The Socialisation of Brands 6
    • Wave 5•  What the Wave project has shown us is that far from being hype, social media is a an explosively dynamic phenomenon that is changing the way we interact and that this is having a fundamental effect on our thoughts, feelings, attitudes and behaviour. However, with a few exceptions, brands and companies are still not social. They are struggling to find a way to intelligently, sensitively and effectively engage with consumers in this space.•  Therefore, with our fifth instalment of Wave, Wave 5 – The Socialisation Of Brands, we have brought together all our understanding of usage, behaviour , influence and motivation, done this across more than 50 countries and added the missing piece of the puzzle. The data, insight and analysis that will help brands create successful social media programmes. The Socialisation of Brands 7
    • The continuing Wave story 15 countries 21 markets 7,500 respondents 10,000 respondents 29 countries 17,000 respondents 38 countries 23,200 respondents 54 countries The Socialisation of Brands 37,600 respondents 8
    • The expanding Wave universe Wave 5 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Wave 4 Estonia France Australia Germany Austria Hong Kong Belgium Hungary Brazil India Canada Italy China Ireland (ROI) Colombia Japan Wave 3 Czech Republic Korea Denmark Australia Ecuador KSA Austria Finland Kuwait Brazil France Latvia Canada Germany Lebanon China Hong Kong Lithuania Czech Republic Hungary Malaysia Wave 2 Denmark India Mexico Netherlands France Italy Norway Australia Germany Japan 37,600 Brazil Greece Korea Oman China Hong Kong Latvia Philippines Poland France Hungary Lithuania Portugal Wave 1 Germany India Malaysia Qatar Greece Italy Mexico Romania respondents 54 Australia India Japan Netherlands Russia Brazil Italy Korea Norway Serbia China Japan Mexico Peru Singapore France Korea Netherlands Philippines Slovakia Germany Malaysia Pakistan Poland South Africa Countries Italy Mexico Philippines Portugal 10 Spain India Pakistan Poland Romania Sweden Globally Japan Philippines Romania Russia Taiwan Korea Russia Russia Singapore Thailand Mexico Singapore Spain South Africa Spain Switzerland Spain Tunisia Countries in the Philippines Russia Taiwan Taiwan Sweden Turkey MENA region Spain Thailand Turkey Turkey UAE UK UK UK UK UK US US US US US The Socialisation of Brands 9
    • MENA joins WAVE 5•  For the first time since WAVE began, 10 markets from MENA are now part of the WAVE study•  For the first time, we will be able to fully understand social media behavior in these markets and compare them to the rest of the world•  Our the markets included in WAVE 5 are: •  Algeria •  Bahrain •  Egypt •  KSA •  Kuwait •  Lebanon •  Oman •  Qatar •  Tunisia •  UAE The Socialisation of Brands 10
    • MethodologyThe Socialisation of Brands 11
    • Methodology•  Wave has retained the same methodology from Wave 1 to Wave 5, enabling comparison across Waves•  All research is conducted on UM’s in-house research system, Intuition•  We have surveyed 3,700 16-54 Active Internet Users in 10 MENA countries•  All surveys are self-completed and the data collected is purely quantitative The Socialisation of Brands 12
    • Why the Active Internet User?•  Active internet users are those that use the internet every day or every other day•  Social media is driven by active internet users•  They drive adoption of platforms and tools and they will determine which tools and platforms become dominant The Socialisation of Brands 13
    • The social challenge for brandsThe web is changing. It’s no longer just a place for information seeking and shoppingbut a platform where connections are made, friendships formed and information andopinion exchanged. The new social web makes different demands on both consumersand advertisers. Consumers are not merely finding, they are contributing; writing,uploading pictures, videos, creating regular status updates and live streaming theirevery day happenings. Social networks have become more embedded in our everydaylives, whether it’s Facebook, Orkut or LinkedIn, we now contact more people in ourpersonal life through our social networks (our research shows that on average we stayin contact socially with 52 people via these networks) than we do through any othermeans including face to face contact, email and phone. It’s essential for brands tounderstand why and where different groups of consumers participate in this newworld. It’s not merely a question of identifying the best places to target – the classicmedia planning/buying approach – but truly knowing what motivates them to bepart of it. Understand that and brands can create campaigns, messages andcommunities that consumers want to be part of, spreading the message far and widemuch more effectively than simply buying banners and buttons in these spaces. The Socialisation of Brands 14
    • The social challenge for brands The Socialisation of Brands 15
    • The social landscape What is MENA up to?The Socialisation of Brands 16
    • Comparing MENA to Global•  In order to understand the region more, we need to put MENA activities into context. Therefore, to aid our understanding of the social landscape, we have compared this introductory section to activities in the Global domain•  If we examine how the active internet users in MENA compare to Global, we will surprise ourselves. Often MENA is considered to be behind the global digital developments. However there are certain aspects of social media which have much higher adoption that expected The Socialisation of Brands 17
    • Setting the scene•  Before we explore the social landscape in details, we firstly need to understand what kind of technology our internet users•  Figure X shows us that over half of our active internet users own a computer with 50% own a laptop and having access to broadband•  Portable devices such as MP3 players and smart phones are also popular with this audience•  Unsurprisingly we see that almost 90% access the internet from home with less than 20% accessing from a mobile device The Socialisation of Brands 18
    • Ownership of technology and devicesQ: “Which of the following do you own?” A desktop PC A broadband internet connection MENA A laptop/netbook A home printer A Digital Camera A portable mp3 A smart phone (e.g. iPhone, Blackberry) A PS3 An Apple laptopA Personal Video Recorder (that records TV progs digitally) An Apple desktop A portable games console (e.g. Nintendo DS) A Wii An e-book reader An Xbox 360 A PDA 0 10 20 30 40 50 60 70 80 90 100 %Base: Active internet users in MENA The Socialisation of Brands 19
    • Internet accessed mostly from home and workQ: “Where have you accessed the internet from in the last month?” At home MENA At work Via mobile device At university/ school Other 0 20 40 60 80 100 %Base: Active internet users in MENA The Socialisation of Brands 20
    • Computer usage shows slower adoption of activitiesIf we look at the computer activities ever done, we can see that as expected MENA isbehind on many activities as would be expected from an emerging market.With 16% owning a smart phone is also unsurprising to see that MENA internet usersare still transferring photos and videos from their mobiles rather than uploadingdirectly onto the internet. The Socialisation of Brands 21
    • Computer usage shows slower adoption of activities Q: “Thinking about your computer, which of the following have you ever done in the last 6 months?” Installed an open source operating system Upgraded my operating system (Windows etc) Global MENA Installed a new Internet browser (Chrome etc) Installed a widget Sent an email% Ever Done Created a PowerPoint / slideshow presentation Created and edited a short Video Edit photos Created a piece of music Copy tracks from a CD to the hard drive Transferred videos from a mobile phone Transferred photos from a mobile phone Transferred videos from digi camera/ camcorder Transferred photos from digital camera 0% 20% 40% 60% 80% 100% Base: Active internet users in MENA The Socialisation of Brands 22
    • Internet activities are more aligned•  Yet if we look at the actual internet activities we see a very different picture. Whilst the lower adoption of computer activities is expected, the top 10 internet activities are very similar•  Everything from watching video clips online to the use of instant messenger, visiting a friend’s social network pages to reading blogs / weblogs and sharing video clips•  The only difference to note is the creation of new pages on social network sites and uploading photos to a photo sharing site (such as Flickr). With social networking sites being relatively new in the MENA region, it is expected that there will be continued creation of new pages. It is also widely know that photo sharing sites such as Flickr were until recently banned in some parts of the MENA region . The Socialisation of Brands 23
    • Little difference within the top 10 internet activitiesQ: “Thinking about the internet, which of the following have you ever done in the last6 months?” MENA Global Watch video clips online (e.g youtube.com) Watch video clips online (e.g youtube.com) Use Instant Messenger (e.g Windows Live Visited an official company / brand websites Messenger) Use Instant Messenger (e.g Windows Live Visit a friends social network page Messenger) Visit a message board / forum Visit a friends social network page Manage a profile on an existing social Visit a message board / forum network Create profile on new social network(e.g Read blogs / weblogs facebook) Manage a profile on an existing social Read blogs / weblogs networkVisited an official company / brand websites Listen to live radio / audio online Listen to live radio / audio online Visit a photo sharing website (e.g flickr.com) Share a video clip with a friend (email etc) Share a video clip with a friend (email etc) 0 20 40 60 80 100 0 20 40 60 80 100 % %Base: Active internet users in MENA Base: Active internet users Global The Socialisation of Brands 24
    • The importance of social networks•  Social networks enable us to create a network of digital friends that may or may not correlate with our “real world” friends.•  So it’s no surprise that meeting people, staying in touch and sharing experiences are key motivations for signing up to these platforms; acquiring a sense of belonging is another reason to be part of it. The Socialisation of Brands 25
    • Social Network SitesWithin the MENA region we see potential growth for social network sites with almost60% having created a new profile in the last 6 monthsQ: “Thinking about internet, which of the following have you ever done in the last 6months?” 100 MENA Global 80 60 % 40 20 0 Create profile on new social Manage a profile on an existing Visit a friends social network page network(e.g facebook) social networkBase: Active internet users in MENA The Socialisation of Brands 26
    • Social networks are popular sites for connecting andconversing with old and new friendsQ: “Which of the following have you done with your social networking profile,amongst those who have used a social network in the last 6 months” Update my profile Global MENA Find new friends Find old friends Message friends 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Base: Active internet users in MENA The Socialisation of Brands 27
    • Not just social network pages…•  Whenever you mention social media, the first thought is “Facebook” However, social media extends beyond just social networking pages.•  Content creation is one of many activities where we find MENA matching our Global counterparts especially when it comes to uploading video clips to video sharing sites where we find MENA surpassing Global•  Perhaps this is a reflection of the culture of storytelling which has a long history in the region. The Socialisation of Brands 28
    • … also content creationQ: “Thinking about internet, which of the following have you done in the last 6months?” Watch video clips online Global Upload video clip to video sharing MENA website Visit a photo sharing website Upload my photos to a photo sharing website 0% 20% 40% 60% 80% 100%Base: Active internet users in MENA The Socialisation of Brands 29
    • … and blog and weblogsQ: “Thinking about the internet, which of the following have you ever done in the last6 months?” Global Read blogs / weblogs MENA Post / write stories for my own blog / weblog 0 20 40 60 80 100Base: Active internet users in MENA % The Socialisation of Brands 30
    • Reading of blogs in MENA is variedQ: “When you read about blogs, what type of blogs do you read about most often?” -Amongst those who have read a blog in the last 6 months Other Celebrities/ entertainment Travel (holidays, destinations) Global Parenting Gaming Film / TV MENA Sport Science A company / brand blog Business news (relevant to my current job) Business (general news and opinion) Computers Health Technology Music Product recommendations News / Current AffairsA blog written by a friend on their social network page Family or friend Blogs Personal Blogs (diary sites) 0 20 40 60 80 100Base: Active internet users in MENA % The Socialisation of Brands 31
    • Whilst writing of blogs is more focused on specialistissuesQ: “When you write / post blogs, what topics do you write/post about when writingblogs?” - Amongst those who have written /posted a blog in the last 6 months Other Celebrities/ entertainment Global Travel (holidays, destinations) Parenting MENA Gaming Film / TV Sport Science Company / brandBusiness news (relevant to my current job) Business (general news and opinion) Computers Health Technology Music Product recommendations News / Current Affairs Family or friend Personal 0 10 20 30 40 50 60 70 80 90 100Base: Active internet users in MENA %
 The Socialisation of Brands 32
    • Micro blogging•  Micro blogging is a great example of a new form of social media that has, within an incredibly short space of time, become a mass market activity.•  Clearly, the fact that it doesn’t require an enormous amount time spent creating content, but still allows you to maintain a constant stream of news, updates and opinion has much appeal. But it is also its position as an undiluted way to communicate with audiences, without the need to engage with a sometimes difficult or prohibitive mass media, that gives it real potency. This has been clear during recent news events when people sent regular updates on, for example, the Iran protests or the Mumbai bombings that added a more personal and visceral dimension to the ensuing events. For the same reason it has been adopted wholesale by the marketing fraternity, in particular many high profile celebrities.•  There is still much debate about how many people are actually tweeting vs following, however, with its integration into a number of simple mobile applications its growth will continue. The Socialisation of Brands 33
    • Micro blogging is still yet to make the same impact inMENAQ: “Thinking about using the internet have you used/vieweda micro blogging service like Twitter or Jaiku in the last 6 months?” 40% 35% 30% 25% 20% 15% 10% 5% What is a micro blog? A blog on which 0% updates are restricted in MENA Global length (usually to 140Base: Active internet users in MENA and Global characters or less)! The Socialisation of Brands 34
    • However with the region itself, the biggest tweetersreside in the UAE and Qatar?Q: “Thinking about using the internet have you used/vieweda micro blogging service like Twitter or Jaiku in the last 6 months?” 35.00 30.00 25.00 20.00% 15.00 10.00 5.00 What is a micro 0.00 blog? A blog on which updates are restricted in length (usually to 140Base: Active internet users in MENA characters or less)! The Socialisation of Brands 35
    • Social NetworksThe Socialisation of Brands 36
    • IntroductionWith the growth of the social media landscape in the MENA region, the opportunitiesfor brands to engage with the consumer are expanding in many directions andvarious forms.Very few brands have been able to properly benefit from these opportunities whenpresented and we believe that this is mainly due to a mismatch between what theconsumer is expecting and what experiences the brands have been creating.For years we have been talking about what changes technology has brought to theconsumer’s behavior, especially in what customization he expects from brands wherethe content and context have to be on his terms. This becomes most important tohighlight when defining the winning social media platforms and experiences thatbrands should be aspiring to.Throughout the rest of this report, we will be showing how brands should payattention to both, the level of engagement they offer on their social media platformsand the nature of the experiences they should be after.Different consumers are demanding different experiences from different brands andcategories, the way forward is for brands to understand what is expected from themon the social media landscape. The Socialisation of Brands 37
    • Multi-faceted social networksQ: “Which of the following do a good job when you want to...”When consumers engage socially online they do so to meet certain needs. It could beto promote themselves, to share new experiences with others or just to have fun andwaste time. It is a community peopled by a broad range of usersTherefore looking at why people engage in social media and how effectively eachsocial media platform is able to meet these needs becomes of paramount importance.We can see that blogs, message boards and video sites (see Figure 3) deliver specificneeds. Video sites are great for having fun and being entertained, message boards aregreat for seeking alternative opinions and changing those of other others and blogsare powerful platforms for self expression and self promotion.Base: Active internet users in MENA The Socialisation of Brands 38
    • Multi-faceted social networks (Figure 3) Be creative Stay in touch with friends 50 Change opinions Share new experiences 40 Earn respect 30 Explore the world around Share knowledge me 20 Seek other peoples Express yourself opinions 10 0 Promote yourself Feel like you belong Meet new people Hang out or waste time Manage my life better Have Fun/be entertained Make money Keep up to date Make contacts for work Learn something new Search Engines Instant Messenger Message Boards Blogs Video SitesBase: Active internet users in MENA The Socialisation of Brands 39
    • Multi-faceted social networksQ: “Which of the following do a good job when you want to…”Social media are often lumped together too. Sometimes the term is usedsynonymously with social networks but Facebook and its brethren are merely majorplayers in a diverse eco-system. In fact the social media universe includes a widerange of different platforms ranging from IM, blogging to photo and video sharingsites.Social networks are trying to offer many of these functions in one place but thereasons why consumers use them, whether they are on a social network site or aseparate platform vary widely.What is surprising is how effective social networks are at meetingso many other need states, ones traditionally better serviced bymore specialized platforms, like instant messaging.Base: Active internet users in MENA The Socialisation of Brands 40
    • Multi-faceted social networks cont. Be creative Stay in touch with 50 Change opinions friends Share new experiences 40 Earn respect 30 Explore the world Share knowledge around me 20 Seek other peoples Express yourself opinions 10 0 Promote yourself Feel like you belong Hang out or waste Meet new people time Have Fun/be Manage my life better entertained Make money Keep up to date Make contacts for Learn something new work Search Engines Instant Messenger Message Boards Blogs Video Sites Social NetworksBase: Active internet users in MENA The Socialisation of Brands 41
    • The gravitational pull of social networksIt is, perhaps then, unsurprising that social networking is causing the mostfundamental shift in social behaviour seen since the invention of email. They havemoved from being places to meet friends and stay in contact to multi-facetedplatforms capable of delivering a wide variety of social needs. What is a social network? A site designed to allow users to meet, communicate, share content and build communities.Base: Active internet users in MENA The Socialisation of Brands 42
    • Growing fastQ: “Thinking about the internet, which of the following have you ever done?”The multi-faceted capability of social networks is increasingly its popularity amongother forms of social media. Creating or managing profiles are among the most doneactivities done. Used a micro blogging service Post / write stories for my own blog / weblog Visit a photo sharing website Take part in a multi-player online game Use IP Telephone Download music Download TV shows Listen to live radio Read blogs Create profile on new social network Manage a profile on an existing social network Visit a message board / forum Visit a friends social network page Use Instant Messenger Watch video clips online 0% 10% 20% 30% 40% 50% 60% 70% 80%Base: Active internet users in MENA The Socialisation of Brands 43
    • A popular mean of connection..Q: “Approximately how many people do you stay in contact with in your personal lifeon weekly basis through the following means?”We are seeing a large rise in social connections via all digital means but leading theway are emailing which are outstripping face to face connections. On the other hand,and what is more surprising is that social networks are a very close third to face toface. This is to say that although social networks are doing a great job at answeringmany other need states, they keep improving on the prime function being connectingpeople. My personal blog 19.6 Forums / message boards 29.1 Text Message 30.5 Instant Messenger 31.6 Social Network 38.7 Face to face 39.4 Email 41.6Base: Active internet users in MENA The Socialisation of Brands 44
    • Content sharing is migrating“Thinking about using the internet, which of the following have you done in the last 6months?”Giving the increasing popularity of content creating and sharing, social networkswere able to quickly adapt their platforms to offer the same capabilities whether itwas for photos and videos.They have managed to attract significant amount of activities from the traditionalwebsite that were specialized in these functions, and this is especially the case forphoto sharing where 65% of the activity took place on social networks. Upload Photos 65% 35% Upload Videos 53% 47% Social Networks Stand AlonesBase: Active internet users in MENA The Socialisation of Brands 45
    • The Socialisation of BrandsThe Socialisation of Brands 46
    • IntroductionSocial networks have proven their power to not only bring people together but alsotheir entertaining value which is growing their popularity among other social mediaplatforms.Seeing that people are increasingly participating in social networks, which isdramatically widening the reach of the popular platforms, primarily Facebook, thequestion that becomes evident for brands is how would they be able to takeadvantage of this opportunity?Is it through online communities created around their brands, and if yes, why onlyvery few communities were successful in attracting fans and followers?In the next section, we will go through what the consumer is expecting from joining abrand community. The Socialisation of Brands 47
    • Non traditional brand space is a clear contenderThere is much debate about the role that brands can or should play in social media.The big question is do people actually want a social relationship with them at all? Orwould they only want the formal interaction through the traditional companywebsites. These questions become even more critical when brands are trying to shifttheir communications effort from the paid media into the earned media. The MENAresults were impressive where 26% of the regular online users have joined at least onebrand community compared with 57% who visited official company websites.Although joining online communities are less frequent, each such incident is muchmore powerful from a qualitative perspective considering the engaging power of acommunity.Joined an online community around a brand/ productVisited an official company / brand websites 0% 10% 20% 30% 40% 50% 60%Base: Active internet users in MENA The Socialisation of Brands 48
    • Large numbers are already joining brand communitiesQ: “Have you ever joined a brand community online?”Our Wave 5 research shows that, globally, nearly half of the active internet universeclaims to have joined a brand community at some point. This clearly identifies ademand for brands in the social space.Within the MENA region, although it is a bit shy, we observe similar trends in termsof joining online communities. 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%Base: Active internet users in MENA The Socialisation of Brands 49
    • Is this true for all categories?Q: Amongst those who show an interest in an category, how many want an interactionwith companies in that category (i.e. At least one or more interaction). Theseincluded a range of interactions from getting access to advance news of products tobeing able to access decision makers and influence product developmentIs social demand true for all categories? Well, we asked people if they wanted aninteraction with brands beyond a simple transaction across a number ofcategories (see figure 23). These included a range of interactions fromgetting access to advance news of products to being able to accessdecision makers and influence product development. It’s clear Music
 57%
from the results that, even though the level of social demand Movies
differs by category, there are significant numbers of people 74%
who do want to engage with brands in all categories (even ifthis engagement was more superficial, like just having access Health
 75%
to breaking news). Food
 61%
 So8ware
 Telecom
 79%
 Fashion
 75%
 Travel
 Cars
 59%
Base: Active internet users in MENA 71%
 66%
 The Socialisation of Brands 50
    • What is the benefit to brands?Q: “As a result of joining a brand community, please indicate how much you agreewith the following statements?” (Amongst those who show an interest in an category)The other big debate in social media is identifying the value of brand communityengagement and interaction. Of those people who joined a brand community, 76%said they thought more positively of the brand as a result, 72% said they are morelikely to buy the brand, 73% said they felt more loyal to the brand and 63% said theyrecommended others to join.So clearly there is an opportunity to build brand equity, drive sales, increase loyaltyand create brand endorsement all of which sounds a lot like the holy grail ofmarketing communications. 76% 72% 73% 63% “I thought more positively “I am more likely to buy “I felt more loyal towards “I recommended others of the brand” the brand” the brand” to join”Base: Active internet users in MENA The Socialisation of Brands 51
    • So why are people joining brand communities?Q: Agreement with the descriptions of why they joined a brand communityamongst those have ever joined a brand community online by region. To support a cause I like 100% To share my appreciation with To get advance news of products 80% others 60% 40% Because it was recommended to 20% To associate with something I me think is cool 0% To fill time/have fun To learn more about it To feel part of a like-minded To get free content communityBase: Active internet users in MENA The Socialisation of Brands 52
    • So why are people joining brand communities?Having established the fact that people are increasingly joining brand communitiesand across the different categories, understanding the motivations behind this trendbecomes critical.In the MENA region, “getting advance news” and “supporting a cause” are the mostimportant drives, but this is not to say that other factors have a significantimportance especially the inclusive parts such as feeling part of the community andassociating with something cool. To get free content To Learn more about itBase: Active internet users in MENA The Socialisation of Brands 53
    • Which type of brand communities create the mostpositive brand benefit?Q: % reason why people, who thought more positively about the brand after joining,joined a brand community.Clearly, the brand communities that managed to offer the consumers the experienceof belonging and association were the winners on enhancing their positive image. To get free content To get advance news of products To learn more about it To fill time/have fun 72% To support a cause I like Because it was recommended to me “I thought more To share my appreciation with others positively of the brand” To associate with something I think is cool To feel part of a like-minded communityBase: Active internet users in MENA 0% 20% 40% 60% 80% The Socialisation of Brands 54
    • The social landscape of categoriesThe first thing we have to understand is the level and nature of the interaction thatconsumers are expecting from different categories.This critical information when considering that some brands have been too intrusiveand demanding in what they are offering the consumer where others have been a tooshy.For example, the movies category has shown significantinterest in terms of both active involvement and passiveobservance while Non-alcoholic drinks, has shown the lowestinterest on both scales.Base: Active internet users in MENA The Socialisation of Brands 55
    • The social landscape of categoriesQ: “Thinking about how you seek and share information regarding different productsand services, which of the following statements best describe how you seek and shareinformation in each of the following categories?” Non alcoholic drinks Console/P.C. Gaming Cosmetics Cars Food Home technology Fashion Music Travel Cars Sports Mobile phones and services Computer Software MoviesBase: Active internet users in MENA I create content I share content I often seek information I sometimes seek information The Socialisation of Brands 56
    • Different categories, different needsQ: “Thinking about companies in the following categories, which of followingstatements describes the kind of interaction you would like to have with thesecompanies?” amongst those who show an interest in theAccess to fun category. and entertaining contentWe can see that different categories have Contact 50%different social media needs. Analysis employee Access to 40%of the movie and health categories, decision breaking news makers &for example, show that access to fun influence 30%content is key for the movie Tools help 20%category (unsurprisingly in a express An opportunity 10% to learnvery visual and content rich creativity & something newmedium) whereas learning is make 0% somethingthe dominant need in thehealth category. An opportunity Access to to develop my unique events skills or competitions A personal Communicate response to my & share issues/ experiences complaints with othersBase: Active internet users in MENA Movies Health & well being The Socialisation of Brands 57
    • In a nutshellSocial networks have been growing on two different levels, vertically through theincreasing number of users creating profile, and horizontally through thegravitational pull where it has been attracting activities that are traditionally servedby specialized website such as video and sharing websites.The demand for brands to be present on these networks is significant where we areobserving high levels of engagement from the consumers and that is across thevarious categories and markets in the MENA region.On the other hand, an in order for brands to take advantage of these opportunities,the right approach has to be adopted based on what category they fall under andsubsequently what level of interaction is expected and what experiences are mostappreciated. The Socialisation of Brands 58
    • The Social Media AmplifiersThe Socialisation of Brands 59
    • IntroductionHaving defined our road map and directional strategy on how brand communitiesshould interact and what experiences they should be offering, the question becomeshow to tactically activate brand communities, and more importantly how can thesecommunities quickly grow their reach.Through WAVE 5 we were able to identify the social media amplifiers, the selectedfew from any online users who have the ability and intentions to help brands drive thesuccess of their brand communities. The Socialisation of Brands 60
    • A wider and faster reach 1 34
 4
Q: how many people do you have on your social network? 43

We have been able to identify 540,000 social amplifiers in the MENA region. 56
We define the social amplifiers as the online social media user who meets thefollowing criteria: •  Higher level of online activity on the social networks 32
 •  A solid network of friends and followers •  An influencer attitude always attempting to change opinions and offer their recommendations 1 4One of the main benefits of the social amplifiers is their ability to reach a wider 4
network of people within a shorter period. A social gatekeeper has an average of 345friends compared the overall 65 average 3 12
 2
 144
 45
 345
 683
Base: Social Media Amplifiers in MENA The Socialisation of Brands 61
    • Highly influential across all categoriesQ: How influential do you see your self within the following categories?The social amplifiers offer a higher level of influential power across all categorieswhere through WAVE 5 they have shown their aspirations to continuously changepeople’s behaviour and attitudes though the different online means and especiallythough social networks.The figure on the following page exhibits the index of influence where the base is theoverall average (100) compared with the highest category being personal finance(250) and the lowest health and well beingBase: Social Media Amplifiers in MENA The Socialisation of Brands 62
    • Highly influential across all categories cont. Health and wellbeing Computer hardware Food Computer software Mobile phones & services Portable technology Sport Household products Home technology Cosmetics Fashion Movies Travel and holidays Music CarsEnergy and the environment Console or P.C. gaming Luxury goods Non-alcoholic drinks Personal finance 0 0.5 1 1.5 2 2.5 3 Times more influential than average online usersBase: Social Media Amplifiers in MENA The Socialisation of Brands 63
    • Higher motivations to join a brand communityQ: Agreement with the descriptions of why they joined a brand communityWhen considering the engagement level of the social amplifiers, we can easilyobserve a higher level of motivation across all the different reasons to join.This is clearly suggesting a higher rate and faster response to any activity orexperience a brand might create on social networks Social Media Amplifier Average online user 46% 16% To support a cause I like 41% 16% To share my appreciation with others 48% 21% To learn more about it 42% 15% To get free content 47% 22% To get advance news of products 35% 11% To fill time/have fun 38% 15% To feel part of a like-minded community 34% 14% To associate with something I think is cool 32% 11% Because it was recommended to meBase: Social Media Amplifiers in MENA The Socialisation of Brands 64
    • They are the creators of the social media sceneConsidering that one of the main reason for the increasing popularity of socialnetworks is the content sharing, it becomes important to identify the sources anddynamics.Social amplifiers are clearly the main contributors to the content creation andsharing across the social networks,, especially when we consider user generatedmusic. 3.43 2.22 1.66 1.59 1.56 Created music Downoaded a widget Created short videos Uploaded videos Uploaded photos Times more frequent than average online userBase: Social media amplifiers in MENA The Socialisation of Brands 65
    • The impactThe Socialisation of Brands 66
    • The impactSocial networks are increasingly presenting opportunities for brands to socialize andconnect with their target audiences, but knowing that news, exclusivity and contentare the key success factors for any online community, the speed and wider reach ofany activation becomes critical.Social amplifiers are potentially the agents behind any successful activation becauseof their higher level of engagement, their ability to influence others, and theimportant role they play behind content creation and sharing.Having said this, we see the main challenge for brands is to quickly identify theamplifiers within their category and to win them over by responding to their needswhich are much more demanding than the average online user. The Socialisation of Brands 67
    • What does this mean for your business?Wave 5 – The Socialisation of Brands is an in-depth study and there are many otheraspects that we are unable to cover in this report.If you want to know how to operate in the new social media landscape and what thismeans for your business please contact: Joe Nicolas Denh Dip Regional Communications Planning Director – Lighthouse - UM Dubai Director - MENA ddip@ummena.com jnicolas@ummena.com The Socialisation of Brands 68
    • www.universalmena.comThe Socialisation of Brands 69