UM Wave 6 Philippine Findings

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Social media continue to grow rapidly in the Philippines. However, as a medium for marketers, it is still very much on its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are …

Social media continue to grow rapidly in the Philippines. However, as a medium for marketers, it is still very much on its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are mere proxies for other more meaningful brand objectives, and suggests just a one-dimensional social experience. Perhaps, this is one reason why so many social media strategies look the same, using familiar platforms in familiar ways to achieve similar goals.
With Wave 6 we intend to address this challenge. Wave 5 – The Socialisation Of Brands showed us that people want vastly differing social relationships with brands. Wave 6 – The Business Of Social tells us what these social relationships can deliver for brands. Do brands make customers feel valued through rewards and feedback, do they provide an in-depth information about the product or do they encourage people to recommend the brand to others?

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  • In 2006, UM embarked on a project to measure the scale and impact of social media across the globe and to explore the changes occurring in communication technologies. To date, we have surveyed more than 136,000 Active Internet Users across 64 countries. Over the course of this project Wave has taught us that growth in social media is unprecedented. However, the real story has not just been one of growth but also of evolution. In a few short years social media has made content creators , sharers and influencers of us all. Wave 1 (2006) : demonstrated that social media was living up to the hype, there was a large and active community communicating online.Wave 2 (2007): showed how social media moved from a text-based medium of bloggers and posters to a fully audio visual one full of content creators and sharers.Wave 3 (2008): charted the democratisation of influence, how social media was driving greater means and opportunity for consumers to influence their peers.Wave 4 (2009): examined the reasons behind the huge growth in social media by understanding the motivations to use different social media platforms. Showing that consumers engage with a platform because it meets specific consumer needs and all platforms meet these needs differently.Wave 5 (2010): told us that there was huge demand for social interaction with brands. However, the nature and depth of this interaction varied wildly from person to person and category to category. But those brands that could create the right experience benefitted enormously, driving brand loyalty, endorsement and sales.
  • Our ambition with Wave is to provide real actionable insight that will allow clients to navigate the world of social media. And we do this in three ways.A social movement – Understanding the reasons why people engage in social media and the ability of platforms to meet these needs is a key to getting the most from themThe Power of Social – This lies at the heart of Wave 6. Powerful social experiences are not built by collecting “likes” but by first understanding the social experiences that the consumer wants and, secondly, only delivering those experiences that best meet our clients brand objectives.Connecting with social experiences – The consumer now has so many ways in which to interact with brands in the social space, be this a smartphone, a tablet or a P.C. and each of these have vastly different strengths. Wave 6 allows us to not only identify the right social experience to create but also the best environment in which to create it.
  • Forward looking presentation bec we are talking to a small number of peopleNextsteps :111` Global versionLocal versionHard copy 1 page per slideThink about what role of media – POV – should digital going to sell more x brand
  • So our final thought is, are brands simply working to build value for social media platforms? Or is social media building value for brands? With the breadth and depth of data available from Wave 6, we think we can achieve the latter.

Transcript

  • 1. What You Will See --• Wave Defined• The Continuing Story of Wave• Executive Summary• The Big Stories of Wave 6 • Social Movements • The Power Of Social • Connecting with Social Experiences• The Impact: Summary• What does this mean for your business? The business of social | Social media tracker 2012
  • 2. What is Wave?• Wave is a social media study.• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across Waves.• All research is conducted by the EMEA Research team in collaboration with the UM network of agencies.• The survey is carried out using UM’s in-house research system, Intuition.• We have surveyed 41,738 16-54 Active Internet Users in 62 countries. 507 respondents came from Philippines.• All surveys are self-completed and the data collected is purely quantitative.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 thus will determine which of these will become dominant. The business of social | Social media tracker 2012
  • 3. BUSINESS SOCIAL 62 countries 42,000 respondents December 2011: September 2011: QQ IM – over Over 845M active users 700M active users June 2011: 54 countries June 2011: Launch Over 200M tweets a day April 2011: MOTIVATIONA 37,600 March 2011: 100M members Valued at >$36Bn L respondents December 2010: 100M users just 2.5 months after launch October 2010: “The Social Network” film released August 2010: Groupon is the July 2010: 100M check-ins 38 countries fastest growing company of all time 23,200 April 2010: iPad released February 2010: Facebook mobile – 100M users respondents INFLUENTIAL August 2009: Xiaonei becomes RenRen Now more than 3.6Bn images on Flickr 29 countries June 2009: Launch 17,000 March 2009: Launch VISUAL respondents Launch October 2008: September 2008: First Android phone launch TEXTUAL August 2008: Over 100M users April 2008: Facebook overtakes 21 countries MySpace in popularity 10,000 15 countries March 2007: Launch respondents 7,500 respondents January 2007: Launch October 2006: Launch September 2006: Launch July 2008: Launch February 2006: Launch August 2005: Launch April 2005: First video uploaded to YouTube March 2005: Launch January 2005: Launch December 2004: Launch February 2004: Launch January 2004: Launch August 2003: Launch September 2003: Launch May 2003: Launch June 2003: Launch January 2003: Launch The Story ofJanuary 2001: Launch March 2002: Launch October 1999: Launch Wave The business of social | Social media tracker 2012
  • 4. Wave 6The Expanding Wave Universe Wave 5 Algeria Algeria Argentina Australia Austria Bahrain Argentina Belgium Australia Brazil Austria Canada Bahrain Chile Belgium China Brazil Colombia Wave 4 Canada Croatia Chile Australia Czech Republic China Austria Denmark Colombia Belgium Ecuador Philippines Wave 3 Australia Brazil Canada Czech Republic Denmark Ecuador Egypt Estonia China France Austria Egypt Colombia Finland Brazil Estonia Wave 2 Czech Republic Germany Canada France Denmark Greece Australia China Germany Ecuador Hong Kong Brazil Czech Republic Hong Kong Finland Hungary Wave 1 China Denmark Hungary France India France France India Australia Germany Italy Germany Germany Italy China Hong Kong Ireland (ROI) Greece Greece Ireland (ROI) France Hungary Japan India Hong Kong Japan Germany India KSA Italy Hungary Korea Italy Italy Kuwait Japan India KSA India Japan Latvia Korea Italy Kuwait Japan Korea Lebanon Malaysia Japan Latvia Korea Latvia Lithuania Mexico Korea Lebanon Mexico Lithuania Macedonia Pakistan Mexico Lithuania Philippines Malaysia Malaysia Philippines Netherlands Malaysia Russia Mexico Mexico Russia Pakistan Mexico Spain Netherlands Netherlands Singapore Philippines Netherlands UK Norway Norway Spain Poland Norway US Peru Oman Taiwan Romania Oman Philippines Philippines Thailand Russia Philippines Poland Poland UK Spain Poland Portugal Portugal US Switzerland Portugal Romania Puerto Rico Taiwan Qatar Russia Qatar Turkey Romania Singapore Romania UK Russia South Africa Russia US Serbia Spain Serbia Singapore Sweden Singapore Slovakia Turkey Slovakia South Africa UK South Africa Spain US South Korea Sweden Spain Taiwan Sweden Thailand 62 Switzerland Tunisia Taiwan41,738 Turkey Thailand UAE Tunisia UK Turkey Ukraine UAE countrie US UK Ukrainerespondents US s Vietnam The business of social | Social media tracker 2012
  • 5. Welcome to Wave 6 – The Business of Social• Social media continue to grow rapidly in the Philippines. However, as a medium for marketers, it is still very much on its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are mere proxies for other more meaningful brand objectives, and suggests just a one- dimensional social experience. Perhaps, this is one reason why so many social media strategies look the same, using familiar platforms in familiar ways to achieve similar goals.• With Wave 6 we intend to address this challenge. Wave 5 – The Socialisation Of Brands showed us that people want vastly differing social relationships with brands. Wave 6 – The Business Of Social tells us what these social relationships can deliver for brands. Do brands make customers feel valued through rewards and feedback, do they provide an in-depth information about the product or do they encourage people to recommend the brand to others?• Our research has revealed a complex environment where consumers want varying degrees of social relationship with brands per category. And each experience can be harnessed to meet specific marketing objectives. Thus, knowing the value of an experience means we can build a social media strategy that is focused to meet a marketing objective, rather than starting with how to exploit an existing social platform. The business of social | Social media tracker 2012
  • 6. The Wave 6 Story – in 3 Parts: SOCIAL MOVEMENTS THE POWER OF SOCIAL CONNECTING WITH SOCIAL EXPERIENCES The business of social | Social media tracker 2012
  • 7. Executive SummarySOCIAL MOVEMENTS• The story so far in social networking has been one of incredible growth. And this growth is manifested in both the depth and breadth that it has achieved. • It is undeniably pervasive. Social networking is almost second nature to net users as penetration is almost at saturation (9 out of 10 would have an SNS profile). On top of that, there is no indication yet that this will slow down as majority (7 out of 10) continue to create profiles in new social networking sites. So we have to be always on the lookout for upcoming gems in the social networking scene. • It is undoubtedly involving. People are spending an increasing amount of time on social media to the point that they are now legitimate rivals to all forms of media.• Engagement time in the internet and social media overpowers traditional media. Active internet users spend almost double the amount of time on the net vs. television. And while the internet is dominated by the youth (16-24 years old), we see older adults (45-54 years old) as the most engaged group in social networks in terms of time spent. The pervasiveness of social media signifies that we cannot discount its use even for market segments that were traditionally known to be non- internet savvy. The business of social | Social media tracker 2012
  • 8. Executive Summary• Consumers are slowly veering away from siloed, one-dimensional websites (e.g. brand sites, specialist sites like messaging or photo sharing) in favor of the multi-stimulation offered by social media. • Social sites have created overlaps with other platforms. And other platforms have tried to translate and infuse their own agenda into social networks. Currently, this is being embraced by consumers and thus implies that brands need to reach out to consumers in social spaces. It remains to be seen whether, in the future, consumers will find this to be a boon or bane. • Social networks are very strong in feeding emotional needs (connect, belong, share, be entertained). But it decreases in salience in more logical, functional needs (e.g. knowledge, learning, seek opinions, commerce), which can be satisfied by brand sites, blogs or forums. This presents various opportunities for brands to remain distinct, complementary and synergistic with social networks to be able to maximize the power of both types of platforms.• Social networking posts several conundrums reflecting the “push and pull” attitude it induces among consumers. This suggests they may have logical concerns but the emotional lure is also tough to ignore. • People are concerned about online data privacy (7 out of 10). But a majority (71%) believe social sites to be an integral part of their lives. With this, users seem to be fully prepared to share data in return for the benefits that social platforms bring. • People think there are too many companies getting involved in social networks (7 out of 10). But they also think more positively of companies that have social pages (60%) and admit to discovering brands they like through social sites (69%). The business of social | Social media tracker 2012
  • 9. Executive SummaryTHE POWER OF SOCIAL• Social experiences deliver very clear value to brands. In harnessing that value, two things are key to keep in mind: • The kind of interaction the consumer wants to have with the brand or company. It’s not a one-size-fits-all; the relationships or experiences desired by the consumer can vary with every product category. While giving freebies are generally desired, consumers are looking for various depths of engagements (e.g. learning, advice, tools for managing their lives). Brands need to tap into the right kind or depth of involvement they want to elicit from consumers. • Which of these interactions deliver the brand’s marketing objectives. One cannot always rely on paradigms as to what levers drive the desired outcome. Discounts and vouchers which are traditionally seen as only trial inducing can also drive commitment in certain categories. Opportunity to learn skills, and not just freebies, can generate trial for some product segments.• Online experiences can foster long-term values for brands. Beyond reach and message delivery, the social space can deliver more enduring benefits depending on how it is leveraged. A simple personal response to people’s complaints, for instance, can nurture commitment or involvement more than prizes or rewards. It is thus important for brands to plot what they expect to get from social interactions and know what can connect with consumers to deliver it.• qqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaw wwww wwww wwww wwww wwww wwww wwww w The business of social | Social media tracker 2012
  • 10. Executive SummaryCONNECTING WITH SOCIAL EXPERIENCES• The consumer now has more options on devices by which they could go online. But not all of these devices are a suitable environment for every experience. As an example, PCs or laptop computers cut across different functionalities but newer devices have created their own niche. New gadgets (tablets, smart phones, game consoles) increase in relevance when it comes to entertainment, fun and leisure activities. Marrying the right experience to the right device is key to creating a compelling digital strategy.• More devices mean more pervasive social connections. Handheld gadgets are growing. Expect internet connectivity to further grow as this will defy time and geographical barriers. The business of social | Social media tracker 2012
  • 11. THE IMPACT
  • 12. Be ready to change paradigms, think flexibly and move with a lot ofagility• Our research shows that social experiences can be very powerful, creating strong connections with the consumer. These arena is very dynamic. It evolves rapidly and is creating consumer responses that are different from what we are used to. It is important that we embrace the surprises this new media brings and exploit its potential to meet the brand’s objective.Focus on what value your brand expects from the social space• Beyond embracing digital – it is crucial to know what value these social connections bring to the brand. So do not spend time and investment on a social experience that you don’t know it’s value of or doesn’t meet your brand’s challenges. It’s necessary to look at both the consumer’s needs and your own objectives if you are to build something that not only connects to the consumer but also helps build value for your brand. The business of social | Social media tracker 2012
  • 13. “Is Social Media working for you? Or are you working for Social Media?”The business of social | Social media tracker 2012
  • 14. THANK YOU