Socialmediaaroundtheworld2011

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Socialmediaaroundtheworld2011

  1. 1. 2011全球社会化媒体 中文注释:@魏武挥 1
  2. 2. 本研究值得期待的内容有: What to expect from this20个吸引眼球的事实 presentation? 20 eye-catching facts about social覆盖超过30国的关于社交 media around the world.媒体的1000个数据 >1.000 facts & figures about social media in more than 30 countries.话题覆盖用户使用、品牌交互、职场功用及其它 Topics cover main adoption & usage, brand interactions, role of employees in using social media and much more.
  3. 3. For questions, feedback and remarks,please contact:Prof. Steven Van BelleghemManaging partner InSites ConsultingSteven@InSites.euTwitter: @steven_insites
  4. 4. Studied countries样本:35国的年龄大于15岁的9027名消费者,时间:2011年二季度9027 consumers (age 15+) across 35 countries, representative for the online populationwithin country on gender, age and e-commerce.Data collected on online research panels, field in Q2 2011. Feedback: @Steven_insites 4
  5. 5. Awareness of Facebookis close to 100%More than 1 billion people(>70% of internet population) Facebook的认知度接近100%use social networks. 超过10亿人(超过70%的网 络人口)在使用社交网络 5
  6. 6. People use more than Facebook. In Europe, people join on average 1,9 social networks. In USA it’s 2,1; Brazil 3,1 and India 3,9.人们不仅在使用Facebook。在欧洲,人们加入1.9个社交网络,美国这个数字是2.1,巴西为3.1,印度则为3.9
  7. 7. Average Facebook session lasts 37 minutes, Twitter 23 minutes. More than 400 million people use Facebook daily.平均而言,Facebook的登录时长为37分钟,twitter为23分钟,超过4亿人每天都要使用Facebook 7
  8. 8. There is a bigTwitter paradox:80% is awareof Twitter, only 16%is using it. Twitter的杯具:80%的认知度,但只 有16%的人在使用它 8
  9. 9. Vkontakte is bigin Eastern Europe:55% awareness,39% penetration. 在东欧, Vkontakte拥有55%的认知 率和39%的使用率 9
  10. 10. Difficult for new social networks to succeed.60% does not want any new social networks.93% is happy with what they have and won’tin- or decrease. 新兴的社交网络成功越来越困难:60%的人不再需要新的社交网络了; 93%的人很享受现在所有,既不想增加也不想减少 ——事实上,需求都 是商家创造出来的 在笔记本时代能问出iPad的需求么—— 注释者注 10
  11. 11. 40% EUROPE High LinkedIn 35% Twitter 30% Facebook 25% Vkontakte Intention to Big social networks Increase Netlog 20% Tagged Orkut Xing Ning Hyves Badoo will get bigger and small 15% Hi5 QZone ones will get smaller. Bebo MySpace 10% Friendster 5% Low 0% 0% 10% 20% 30% 40% 50% 60% Low Current network penetration HighN Europe = Min 43 – Max 4968 / F = If member of social network 社交网络拥有马太效应 11
  12. 12. People connectonline with theiroffline friends.People love toconnect to people. 12
  13. 13. >50% of social network users are connected to brands.超过50%的社交网络用户和品牌“联结” 13
  14. 14. Offline brand experiences are the main online conversation starters.线下的品牌消费体验是线上对话的开启话题 14
  15. 15. People become a fan on Facebook because they like the product, not because of advertising.人们在Facebook上成为品牌粉丝是因为他们喜欢这个产品,而不是因为广告 15
  16. 16. 36% posted content about a brand on social networks.在社交网络上,36%的内容发布与品牌有关 16
  17. 17. Consumers want to bein the boardroom. 44%is asking to take part inco-creation of products& advertising. 消费者正有意进入董事会:44%在试 图参与产品制造和广告创作 17
  18. 18. Positive experiencesare bigger conversationstarters than negativeexperiences. People likepositive stuff. 正面体验更容易开启一个大话题。人们喜欢积极向上 的话题材料 —— 中国人似乎不是这样的?注释者注 18
  19. 19. Consumers prefer e-mail over social networks to ask questions to brands.在询问品牌问题时,消费者更倾向于电子邮件而非社交网络 19
  20. 20. 2 out of 3 employees is proud about their employer, but only 19% shares stories on social media: unused conversation potential.2/3的雇员骄傲于他们的雇主,不过只有19%分享了他们的故事 20
  21. 21. 38% of internet users has a smart phone. They are more intensive users of social networks than people without a smartphone.38%网络用户拥有智能手机,他们更容易使用社交网络 21
  22. 22. On average, peopleinstall 25 apps on theirsmartphone, but onlyuse 12. Most used appsare social network apps. 平均而言,人们安装了25个应用但只使用12个。最多被使用的是社 交网络应用 22
  23. 23. 12% of smartphone owners is using location based services.12%的智能手机用户使用地理位置服务 23
  24. 24. 4% of smartphoneusers are familiar withaugmented reality. 4%的智能手机用户熟悉增强现实服务 24
  25. 25. 12% use LBS 25
  26. 26. 20% of location-basedusers checks in daily 20%的LBS用户每日签到
  27. 27. Next part of the presentation is a documentfull with stats about social media.Feel free to use them and share them.We hope they help you to betterunderstand the major changes the world isgoing through.Questions, feedback or suggestions:Steven@InSites.euOr on Twitter: @Steven_InSites
  28. 28. Social Network adoption, usage and other key facts.Connections on social networks: People & brands.The role of employees in making companies more human.Mobile internet, location based & augmented reality.
  29. 29. 98%的欧洲人知道社交媒体,73%的欧洲人是至少一个社交网络用 98% of Europeans are aware of Social Media.户。平均一个人加入1.9个社交网 73% of Europeans are member of at least 1络。 social netwerk.新兴市场例如中国、印度、巴西拥有比西欧更高的社交网络使用率。 Awareness and usage of social networks is high; In Europe, 98% know at least one social network and 73% are member of at least one network.在巴西,86%的人至少是一个社交 Social networkers are member of 1.9 networks on average.网络的用户。平均一个人加入至少3.1个社交网络。66%的人每日登 Emerging markets like China, India and Brazil have a higher social录。印度的数字只高不低 network penetration than (Western) Europe. Membership penetration, average number of networks and daily usage are higher in these countries. In Brazil, 86% are member of at least one network. Brazilian social networkers are member of 3.1 networks on average and 66% log in on a daily basis. Figures for India are comparable or even higher.
  30. 30. Based on the data from participating countries,we make the following assumption. n 2 billio he world 7 billion t People in the w users in orld internet >1 billion network us er s Social 70亿人口 》 20亿网络人口 》 超过10亿的社交网络人口
  31. 31. Awareness, penetration, averagenumber of networks Aware of at least one network 98% Member of at least one network 73% Average number of networks one 1,9 is member of 从上到下的三个数字 North Western Europe lags 认知度:98% behind in social network 98% 至少是一个网络的用 75% penetration. 户:73% 加入的网络数:1.9 1,5 West East 97% 99% 66% 79% 1,8 1,9 South 99% 77% 2,2 西欧拖后腿了
  32. 32. Awareness, penetration, averagenumber of networks Aware of at least one network 98% Member of at least one network 73% Average number of networks one 1,9 is member of 86% 75% 34% 95% 44%* 1,8 76% 3,4 2,1 98% 88% 3,9 97% 86% 96% 3,1 67%Emerging markets Brazil 1,5and India show the highest 中国的较低数字可能是因为一些大的社交awareness and penetration 网络未纳入调研,比如人人网of social networks. * The 44% share of social networkers in China is low compared to other countries. This might be due to the fact that some large Chinese networks (eg RenRen) were not included in this survey. 新兴市场——巴西、印度显示出极高的认知度、使用率
  33. 33. In Europe, 50%is member ofonly 1 socialnetwork, mostlyFacebook. 在欧洲,50%的人只有一个社交网络,大部分就是Facebook
  34. 34. # of networks one is a member of average 1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8 9% 4% 7% 4% 8% 5% 5% 6% 4% 15% 8% 7% 22% 13% 14% 14% 13% 34% 24% 19% 26% 16% 18% 8% 25% 31% 26% 27% 10% 24% 18% 30% 14% 15% 66% 69% 64% 55% 18% 47% 50% 49% 45% 45% 19% 19% 13% Western Northern Eastern Europe Southern Europe United States Brazil Australia China India Japan Europe Europe Europe ■ 5 or more ■4 ■3 ■2 ■ 1 networkN Europe = 5613 / F = If member of social network(s) 单人加入的社交网络数及各自比例
  35. 35. Network size 133 Facebook friends versus 59 Twitter followers.Q : How many contacts do you have on each of the following social network sites? Facebook的单人拥有节点数为133个, Twitter为59,Qzone?7人,最小 average 133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7 6% 5% 3% 9% 17% 19% 16% 20% 21% 22% 21% 21% 17% 26% 16% 36% 27% 29% 47% 52% 14% 31% 29% 33% 27% 26% 28% 30% 32% 28% 30% 79% 80% 29% 65% 64% 65% 52% 55% 53% 53% 49% 49% 48% 41% 36% 23% 18% Counts below 30 Facebook Vkontakte MySpace Hyves Bebo Tagged Hi5 Twitter LinkedIn Ning Xing Orkut Netlog Badoo Friendster QZone Habbo ■ 50+ ■ 11-50 ■ 1 - 10 值得注意的Facebook和Qzone的比较N Europe = Min 43 – Max 4968 / F = If member of social network 在各个社交网络上,单人网络大小及比例
  36. 36. >600 million people use social networks at least daily超过6亿人每天都使用社交网络
  37. 37. 58% ofFacebookuserslog-in at leastDaily (>400M) 58%的Facebook用户每天至少登录一次,超过4亿人
  38. 38. Daily log on to social media 60% 63% 58% 67% 82% 76% 61%N Europe = 5613 / F = If member of social network(s) 社会化媒体每日登录的各国比例
  39. 39. Network log on frequency Q : You are a member of the following social network sites. How often do you log into these sites? (at least daily) Vkontakte and Facebook have the highest penetration of daily usage. 63% of the Vkontakte users log in at least once a day. 63% 58% 37% 29% 23% 21% 16% 14% 12% 12% 12% 11% 11% 11% 11% 8% Vkontakte Facebook Twitter Hyves Tagged Badoo Orkut Netlog LinkedIn Hi5 Xing MySpace Ning QZone Friendster Bebo HabboN Europe = Min 43 – Max 4968 / F = If member of social network 各社交网络日登录的比例比较
  40. 40. 37 minutes isthe average timemembers spendeach time they login to Facebook Facebook上 用户登录后使用时长平均为:37分钟
  41. 41. Connection time On average, Facebook Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit) members stay connected for more than half an hour 这个98太奇怪了? average 49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5 4% 3% 5% 3% 6% 3% 11% 6% 6% 4% 6% 6% 11% 16% 8% 20% 18% 24% 14% 19% 22% 6% 13% 23% 21% 26% 26% 32% 28% 19% 25% 12% 17% 24% 14% 24% 19% 18% 24% 35% 18% 8% 19% 19% 32% 23% 82% 67% 19% 59% 62% 13% 52% 55% 56% 54% 50% 47% 48% 50% 45% 39% 20% 22% Counts below 30 Vkontakte Facebook Twitter Netlog Badoo Hyves Tagged MySpace Orkut Hi5 Xing LinkedIn Bebo Ning QZone Friendster Habbo ■ >60 ■ 31 - 60 ■ 11 - 31 ■ 6 - 10 ■ 1- 5 minutesN Europe = Min 43 – Max 4968 / F = If member of social network 各社交网络的使用时长及各区间比例比较
  42. 42. 在欧洲、美国、澳大利亚,Facebook是统治者,有96%的认知度和62%的使用率, Facebook rules the social media space, but is没有一个社交网络可以到达这样的规模。 having a hard time in China & Japan.从认知度和用户量出发,Twitter和MySpace在欧洲排名第二和第三。 Facebook rules, at least in Europe, US and Australia. No other network reaches the 96% awareness and 62% usage level of Facebook. If we考虑到Linkedin是专业网络,我们认为它 take a look at both awareness and membership, Twitter and MySpace可以排名第四 are number two and three social media in Europe.就欧洲整体水平而言,Vkontakte是俄罗斯 Given the fact that LinkedIn is a professional network, it is worth和乌克兰的强社交网络。广义角度讲, pointing out that this network ranks fourth, both in terms of awarenessQzone(中国)和Orkut(巴西、印度)是 and membership.值得重视的社交网络 On European level, Vkontakte (a Facebook look-alike) is a strong在中国和日本,Facebook的使用率很低。 network in Russia and Ukraine. In a broader perspective, Qzone (China) and Orkut (Brazil, India) are network sites to take into account. Facebook has lower penetration rates in China and Japan.
  43. 43. Top 3 networksIn Europe 欧洲的三大网络:Facebook、Twitter、MySpace/Vkohtakte
  44. 44. Facebook, Twitter and Linkedin are reaching themass market. Smaller/ newer social networks arefacing a challenge… Facebook、Twitter和Linkedin已经进入大众市场,新社交网络和小 型网络将面临挑战 成熟期
  45. 45. Top 3 networks by membership 62% 96% 16% 80% 12% 19% North 69% 97% 18% 38% 10% 80% West East 58% 57% 95% 94% 14% 39% 82% 55% 12% 12% 36% 72% South 72% 98% 24%■ Membership 85% 欧洲各地区三大网络(东欧地 15%■ Awareness 41% 区是Vkohtakte而非Linkedin) 的用户比率和认知度 N Europe = 7446 / F = None
  46. 46. Top 3 networks by membership 这个明显是错 的,mixi呢? 62% 96% 31% 16% 59% 80% 17% 12% 29% 59% 19% 76% 14% 13% 70% 54% 74% 93% 5% 22% 32% 57% 20% 77% 77% 93% Facebook 65% 96% Twitter 41% Linkedin 90% 67% Vkohtakte 93% 63% Orkut 59% 94% 87% 12% Qzone 85% 34% MySpace 76% 10% 79%■ Membership■ Awareness 各地区的前三大社交网络的使用率和认知度
  47. 47. Network awareness | Europe In Europe, Facebook, Twitter and MySpace are the best known socialQ : To what extent do you know the following social network sites? network sites. Exceeding Europe Europe regions countries 0% 25% 50% 75% 100% Facebook 96% Twitter 80% MySpace 70% LinkedIn 32% Badoo 31% Netlog 29% Hi5 26% Xing 19% Vkontakte 19% Bebo 16% Tagged 14% Habbo 14% Friendster 14% QZone 11% Europe Orkut 10% West North Hyves 10% East South Ning 7%N Europe = 7446 / F = None 欧洲各国对各社交网络的认知度
  48. 48. In China, awarenessNetwork awareness | Europe in perspective of Qzone is equal toQ : To what extent do you know the following social network sites? awareness of Facebook Europe Europe versus reference countries 0% 25% 50% 75% 100% Facebook 96% Twitter 80% MySpace 70% LinkedIn 32% Badoo 31% Netlog 29% Qzone在中国的认知 Hi5 26% 度好比Facebook Xing 19% Vkontakte 19% Bebo 16% Tagged 14% Habbo 14% Friendster 14% QZone 11% Europe USA Orkut 10% Brazil Australia Hyves 10% China India Ning 7% JapanN Europe = 7446 / F = None 全球其它地区对各社交网络认知度/与欧洲相比
  49. 49. Network membership | Europe Facebook has the highest usage throughout Europe.Q : To what extent do you use the following social network sites? Exceeding Europe Europe regions countries 0% 25% 50% 75% 100% Facebook 62% Twitter 16% Vkontakte 12% LinkedIn 11% MySpace 9% Netlog 6% Badoo 6% Hi5 5% Xing 5% Hyves 3% Orkut 1% Ning 1% Tagged 1% QZone 1% Bebo 1% Europe West Friendster 1% North Habbo East 0% SouthN Europe = 7446 / F = None 欧洲各国各社交网络的使用率
  50. 50. Network membership | Europe in perspectiveQ : To what extent do you use the following social network sites? Europe Europe versus reference countries 0% 25% 50% 75% 100% Facebook 62% Twitter 16% Vkontakte 12% LinkedIn 11% MySpace 9% Netlog 6% Badoo 6% Hi5 5% Xing 5% Hyves 3% Orkut 1% Ning 1% Tagged 1% QZone 1% Europe USA Bebo 1% Brazil Australia Friendster 1% China India Habbo 0% JapanN Europe = 7446 / F = None 全球其它地区各社交网络使用率/与欧洲相比
  51. 51. ! No Exp No S topping anding ! 93 % 60 % Current social networkers have no intention to stop their membership nor do they feel the need to further expand their membershipIntention on social network sites 对于现在的社交网络用户而言,既不想停止,也不想扩展
  52. 52. Intention to stopQ : Which of the following social networks, of which you are a member, will you stop using? Europe 0% 25% Europe regions 50% 75% 100% Friendster 23% Tagged 21% Hi5 20% Ning 19% Overall, 7% of the Bebo 19% social networkers have Netlog 16% the intention to quit at Badoo 14% least one of the networks Orkut 13% they are a member of. QZone 13% Xing 9% Members of MySpace 8% Friendster are most Hyves 8% likely to stop Twitter 5% LinkedIn 4% Europe Vkontakte 2% West North Facebook 1% East South Habbo Base below N=30 N Europe = Min 43 – Max 4968 / F = If member of social network 只有7%的用户想停止他们的一个社交网络,其中, Friendster就是一个餐具
  53. 53. Intention to stop versus penetration 25% EUROPE Friendster Friendster High Tagged 20%Hi5 Bebo NingNetlog Big networks will get bigger and small networks will get smaller. 15% Badoo QZone Stop Orkut 10% Hyves Xing MySpace Twitter 5% LinkedIn Vkontakte Low Facebook 0% 10% 20% 30% 40% 50% 60% Low Penetration High N Europe = Min 43 – Max 4968 / F = If member of social network 马太效应。横轴是使用率,纵轴是试图停止的。Facebook拥有最 高的使用率和最低的欲停止率
  54. 54. Future usageQ : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social networksites evolve in the coming year? (I’ll use it (a lot) more) Europe Europe regions 0% 25% 50% 75% 100% LinkedIn 37% Twitter 31% Facebook 29% Vkontakte 25% Orkut 21% Tagged 20% Members of LinkedIn, Xing 19% Twitter and Facebook are most likely to Ning 18% increase their usage Badoo 17% Netlog 16% Hyves 14% QZone 14% Hi5 13% MySpace 12% Europe Bebo 12% West North Friendster 10% East South Habbo Base below N=30 N Europe = Min 43 – Max 4968 / F = If member of social network Linkedin、Twitter和Facebook用户未来将更多使用
  55. 55. Future usage versus network penetration 40% EUROPE High LinkedIn 35% Twitter 30% Facebook 25% Vkontakte Increase Netlog 20% Tagged Orkut Xing Ning Hyves Badoo 15% QZone Hi5 Bebo MySpace 10% Friendster Big networks will get bigger and small networks will get 5% smaller. Low 0% 0% 10% 20% 30% 40% 50% 60% Low Penetration High N Europe = Min 43 – Max 4968 / F = If member of social network 马太效应:四大使用率领先的网络都有着更多的未来使用率
  56. 56. Future membershipQ : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sitesbelow you would consider becoming a member of. Europe Europe regions 0% 25% 50% 75% 100% Facebook 28% Twitter 28% LinkedIn 19% Vkontakte 16% Facebook and Twitter MySpace 16% are most likely to QZone 12% Friendster 9% gain new members. Xing 9% Overall, 60% have no Netlog 8% intention to expand Orkut 8% their membership. Badoo 7% Hi5 7% Ning 7% Bebo 7% Europe Tagged 7% West North Habbo 5% East South Hyves 5% N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member 对于尚未成为其成员的人来说,Facebook和Twitter排在最有可能在 未来成为其成员的前二位。不过,60%的人没有扩展其社交网络使 用的打算
  57. 57. We gave you a lot of facts,to capture the key points,we summarized the key datain a few overview slides.
  58. 58. Top networks in Europe 9% 11% 16% 10% 2% Aware and current member 5% 19% Aware and once a member 62% Aware, but no member Not aware 52% 59% 认知且为用户 认知且曾为用户 7% 68% 认知但非用户 不认知 27% 30% 20% 比例为欧洲地区 4% Facebook Twitter MySpace LinkedIn Facebook Twitter MySpace LinkedIn Awareness 96% 80% 70% 32% Membership 62% 16% 9% 11% Base: Social networkers增加使用 Increase usage (top2%, 1-5) 29% 31% 12% 37%网络大小 Network size (av no. contacts) 133 59 84 57每日登录率 Log on frequency (at least daily) 58% 37% 11% 12%时长 Log on duration (av minutes) 37 21 15 10曾删除联结 Ever deleted a person from contact list 50% 34% 36% 12% Base: Members of this network
  59. 59. Member profile Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a 性别:女性更多的在F和M majority of LinkedIn members (56%) and Twitter users (55%) are men. 上:53%及49%,男性更多在 L和T上:56%及55% Facebook Twitter MySpace LinkedIn Gender性别 Male 47% 55% 51% 56% Female 53% 45% 49% 44% Age Age 15-24 24% 30% 33% 15% 25-34 25% 25% 26% 24%年龄 35-54 35% 30% 31% 43% 55-99 16% 14% 11% 18% Smartphone Smartphone智能手机 Smartphone user 43% 58% 46% 59%使用率 Working situation Working situation Employed 雇员 58% 58% 54% 72% Student 学生 13% 17% 18% 8% 未工作 Not working 29% 26% 28% 21% N Europe = 5613 / F = If member of social network(s)
  60. 60. 相对F而言,T尚是一个小的社交网络。T很知名,但使用率不高。未来 The Twitter Paradox: high awareness versus被网民使用的可能很大,但依然还有 low usage. What’s next?很长的一段路要走。 Compared to Facebook, Twitter is still a pretty small networkF和T提供不同的需求满足。当用户加入T时,他们在F上的使用并未减 of people. Twitter is well known, but has not reached the少。与非T用户比较,T的用户使用 penetration level of Facebook yet. Future adoption looks更多的社交服务。 good, but there is still a long way to go. Facebook and Twitter are a perfect couple, both sites serve different needs. When people join Twitter, their Facebook usage does not decrease. Twitter users are typically using more social media than non Twitter users.
  61. 61. Facebook and Twitter | membership of one or both 是T非F 重叠者 是F非T N Europe = 5613 / F = If member of social network(s)
  62. 62. Facebook and Twitter | daily log onQ : You are a member of the following social network sites. How often do you log into these sites? (% several times a day) 74% 35% 37% 13% 19% 2% 当一个用户同时是F和T的用户 时,TA的日登录率是最高的。 如果只是F用户,该比率从74下 65% The more networks 降到54,如果只是T用户,该比 someone uses, the more 率从37下降到35——下降不大 time spend per network. 54% Western Northern Eastern Southern UnitedMembers of: Log in to: Europe Europe Europe Europe Europe States Brazil Australia China India Japan Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67% Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70% Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40% Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%
  63. 63. Facebook and Twitter | membership of one or both Other networks than Twitter and Facebook Member of Facebook Member of Twitter, and Twitter no Facebook 13% 19% 2% 65% North Member of Facebook, no Twitter 6% 1% 12% 80% 欧洲各地区的情况 West East 10% 18% 13% 2% 25% 3% 69% 59% South 5% 2% 29% 64%N Europe = 5613 / F = If member of social network(s)
  64. 64. Social Network adoption, usage and other key facts.Connections on social networks: People & brands.The role of employees in making companies more human.Mobile internet, location based & augmented reality.
  65. 65. 人们喜欢和线下的朋友在线上联结。在社交网络上跟踪朋友的状态,聊天或发 People love people.送信息是人们的主要行为:都是双向传 So brands, behave like one.播行为。如果没有任何线上联络,主要原因就是他们压根不是朋友。 People link online with people they know offline. Social networking is a way for people to meet up with others on the net. Checking the人们也愿意在社交网络上获取新的产品/品牌信息。但他们不喜欢传统的营销 status of others, chatting & messaging are the main activities on social networks, all two-way communication streams. Not having方式。 any contact is the main reason for defriending.人们更愿意和人交谈而不是品牌。这句 People also join social networks to get information about (new)话的意思就是品牌应该有不同的社会化 products / brands. However, they do not like traditional marketing媒体运营策略:表现得象个人而不是一 messages.个机构吧 People prefer people above brands. This means that companies and brands should approach their use of social media differently. It’s about being human and taking personal identity above an institutional identity.
  66. 66. 人们和认识的人联结 People connect with people they know!
  67. 67. Reasons to connect with other people on social media Q : Why does a person belong to your network? Europe Europe regions朋友、同 ...we have been friends, neighbours, 0% 25% 50% 75% 100%学、邻居 classmates, etc. since our childhood 71% ...we work(ed) together 59%同事 ...we have the same friends offline 46%有共同线 ...we have the same friends online 43%下好友 ...we originate from the same region / location 37% ...(s)he invited me to belong to his/her有共同线 social network 37%上好友 ...we have the same hobbies 34% Connections are ...we work in the same sector 31% driven by close, ...we share the same education 27% offline, personal ...we share the same kind of humor 23% relationships. ...we have the same political ideas, ideologies, etc. 17% ...we are/were both in the same youth 16% movement ...we use the same products / services 12% ...we have the same personal style 10% ...we love the same brands 9% Europe West ...(s)hes a celebrity 8% North名人、意 East见领袖排 ...(s)hes an opinion leader 7% South在最后 N Europe = 5613 / F = If member of social network(s) 各种联结的理由(欧洲地区)
  68. 68. Besides connecting with others,getting information about (new)products and brands is drivingmembership of social networks
  69. 69. Drivers for network membershipQ : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons,what else has driven you to become a member of the following social networks? Europe 0% 25% 50% 75% 100% ...to get to know things about (new) products / brands Besides more general ...to come in contact with brands / companies reasons, getting to know things about (new) products and brands is an important driver for ...to stimulate my career membership ...to find other users of a certain brand / product People get member of professional network LinkedIn, to stimulate ...to find promotions of a certain brand / product their career. ...to become a famous person ● MySpace ● Facebook ● Linkedin ...to become an opinion leader ● Twitter N Europe = 5613 / F = If member of social network(s) 欲获知品牌产品信息是加入品牌社交网络的主要驱动力, linkedin有个例外:想促进自己的职业生涯
  70. 70. 超过一半的人删除过自己网络中的节点 (他人),主要原因是:缺少联络More than half of thesocial networkers hasever deleted someonefrom his/her network.Main reason fordefriending is a lackof contact.
  71. 71. Defriending In general, 56% has ever deleted a contactQ : Have you ever deleted a person from your contact list? person from at least one network Europe Europe regions 0% 25% 50% 75% 100% Hyves 54% Vkontakte 53% Facebook 50% Bebo 46% Tagged 45% Badoo 37% MySpace 36% Netlog 34% Twitter 34% Ning 33% Professional network LinkedIn Hi5 31% shows a low deconnection rate Orkut 27% QZone 26% Xing 25% Europe Friendster 14% West North LinkedIn 12% East South Habbo Counts below 30 N Europe = 5613 / F = If member of social network(s) 各社交网络去除好友的比率(欧洲地区),总比率在56%, linkedin很低——职场上多条朋友多条路嘛
  72. 72. Social networking is two-way communication; Reasons for defriending A lack of contact is the main reason for defriending. Q : Why did you do that? I’ve deleted a person from my contact list because… Europe 0% 25% 50% Europe regions 75% 100%我们几乎没 ...we hardly had any contact with each other 47%有联络我不想让这 ...I don’t want this person to see my profile 44%个人知道我 /updates anymore的状态 ...we were friends in the past, but not anymore 39%我们过去是朋友现在不 ...I came to realize that I don’t know that person 36%是了我认识到我 ...that person shares too much lousy content不认识这个 on his/her social network 30%人 ...I received many more updates about his/her 21% life than I care to receive ...that person’s comments were politically Company, brand 14% or product related incorrect ...that person is using social media too much reasons do not 12% for advertising about brands / products seem important ...that person is too active on my social network 10% reasons for defriending. ...that person is using social media too much 9% for promoting the company (s)he’s working ...that person is too passive on my social我不希望 8% network Europe同事加入 ...I don’t want my colleagues to part of my West我的网络 social network anymore 6% North此人推荐 East ...that person recommends brands / products I的产品品 4% South don’t like牌我不喜欢 N Europe = 3179 / F = If ever deleted a person from contact list 去除的原因排序
  73. 73. Defriending versus network size EUROPE 70% High 60% 50% Defriending 40% 30% 20% 10% Low 0% 0 20 40 60 80 100 120 140 Low Network size (contacts) High 社交网络大小 vs 去除好友率 —— 注释者:似无关联
  74. 74. 超过一半的欧洲人联结品牌。个人消费体验、关于品牌的平 >50% follow brands on social media.等对话是联结的驱动力 Personal brand experience and南欧的人联结最多(平均17.3 conversations about brands by peers个品牌) are drivers to connect.人们联结品牌是因为他们使用 About half of the European social networkers follow a company它。其次的原因是其他人推荐 or brand on social networks. People in the south of Europe are他们这么做。他们不会因为品牌或公司邀请ta去联结而联结 following more brands (17.3 on average) than other regions. People connect with a brand because they have used it and secondly because other people invited or recommended them to do so – they did not connect because companies / brands asked them to!
  75. 75. Following brands | Europe Brand followers 51% Average no. of brands followed 12,2 North 47% About half of the social 11,6 network users follow a brand. West East 42% 54% 9,4 9,8 South 60% 17,3N Europe = 5613 / F = If member of social network(s) 欧洲地区与品牌联结率、单人联结的品牌均数
  76. 76. Following brands | Europe in perspectiveEurope has the lowestshare of brand fans, 51%.Compare India: 70%follows a brand. Brand followers 51% 60% Average no. of brands followed 12,2 9,3 57% 62% 20,2 7,9 70% 15,6 55% 19,6 55% 8,3 N Europe = 5613 / F = If member of social network(s) 全球的品牌联结率(印度、中国最高)和 单人品牌联结数(北美南美最多)
  77. 77. Brand followers are more often females, somewhat Brand follower profile younger and they are more active on social networks Brand Non brand Brand Non brand followers followers followers followers Gender Membership Male 44% 53% 联结数 On average性别 2.0 1.7 Female 56% 47% Age Age Networks 15-24 31% 18% 网络, Facebook 95% 93% T真是年龄 25-34 28% 22% 个杯具 Twitter 31% 16% 35-54 20% 20% Actions 55-99 13% 18% 行为: Share 73% 41% 分享还 Smartphone Smartphone 是咨 Consult 71% 30% Smartphone 询? Defriending智能手 47% 38% user机用户 去除联 结率 Defriending 63% 48% N Europe = 5613 / F = members of social networks
  78. 78. Sectors for brand following Q : To which sectors do these brands belong to? Europe Europe regions 0% 25% 50% 75% 100%媒体/ Media / entertainment 50%娱乐时尚/奢侈品 Fashion / luxury goods 45% Food and retail 43% Media and Travel 35% entertainment are the most popular Sport 28% industries for following brands Cars 28% Good causes / charity 26%慈善/公 Europe益 West工业 Industry 13% North East South N Europe = 3064 / F = members of social networks, following at least one brand 被联结的品牌种类
  79. 79. 人们联结品牌具有直接目的。商业组织应该:第一时间发布 Average consumer follows a brand to get a direct产品信息、促销信息、事件通告 personal benefit.这里的机会还很大,毕竟有 Social networkers expect some sort of benefit of companies on social58%的人从未和公司/品牌在社 networks. People are mainly focused on the direct benefit. Companies交网络上交流过 should in first instance offer product information, update on promotions and announce events. There is still a huge opportunity for companies to get in touch with their customers. 58% has never experienced any action by a company / brand on social network sites.
  80. 80. Following brands onsocial media is drivenby the actual userexperience
  81. 81. 42%Had a conversationwith a brand via socialnetworks

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