Social media on the rise: with greater complexity comes greater risk

1. Social media on the rise: with
greater complexity comes
greater risk
1

2. About 3 hours a day
About 3 hours a day, while
browsing Facebook
Weekly
2

3. Facebook addict
Posted a video on YouTube
to join an online audition
Listened to Psy before
Gangnam Style
Connected 95% of the day
Retweeted Febelmar’s tweet
to promote this presentation
the same day
3

4. 2,307,000,000
4

5. 5

6. Daily usage and 2 year % change
Global
It’s still growing
56
38
35
30
21
17
10 9 9 5
0
10
20
30
40
50
60
+24
+80
+79
+47
+195
+51
+274
+60 +7
+101
Source: (C2) Frequency of social/IM usage
Base: All respondents
6

7. Especially platforms for sharing ‘in-the- moment’ content is growing
Belgium
15%
11%
2014
37%
33%
2016
21%
19%
2015
7

8. Each platform has its main function
Keeping up with my
friends/ family
Watching videosKeeping up with news
and live events
Posting videos Chatting with othersShare updates
Source: (C3New) Role of social networks
Base: All respondents
8

9. Brand building Brand activation Customer service Brand advocacy
Entertaining
content
Information about
products/services
Ask questions Share opinions
Including more sophisticated roles in the Consumer Journey
Customer
needs:
Brand opportunities:
9

10. And networks are responding:
The history of WeChat: from messaging platform to social phenomenon
Jan 2012 Apr 2012 Summer 2012 Aug 2013 Jan 2014 Feb 2014 Sep 2014 Jan 2015
Launches
in China
English version
Brand accounts allowed
Mobile payments
Taxi bookings
Red packets for Chinese New
Year
In-store cashless payments
 Advertising begins
 Moments feed
 Games take off
10

11. It’s all about :
Just give me what I need when I need it:
Simple, easy, fast, convenient
11

12. Build brands with entertaining content
Case study: Taco Bell's Cinco de Mayo Snapchat Lens
12

13. Seeking out content from producers who, despite a low budget, have a better
sense of what will appeal
Online video weekly usage %
16-24s
Online personality Brand - owned
54%
39%
13

14. Use what people want to engage with
Case study: Whiskas Catstacam
14

15. Use who people want to engage with
Case study: Zalando
15

16. “You look something up on the Web
and then you see the respective ad
on Facebook.”
16

17. Belgium
21%
I enjoy reading and watching
content from brands on
social
I feel constantly followed by
brand advertising online
40%
17

18. Which in turn leads to usage of ad blockers, eroding ad spend
29%
Using an
ad blocker
Belgium
18

19. “We need to stop interrupting what people are interested in,
and be what people are interested in”
Craig Davis, Chief Creative Officer, J. Walter Thompson
19

20. Be there when it matters
Where can you
find your target?
What moments matter (to your
brand)?
When are they most
receptive?
20

21. Be there when it matters
Case study: Neutrogena sun activated advertising
21

22. You don’t have to spend lots of money, you just have to
be creative!
22

23. Steal attention
Case study: Volvo Contest
23

24. 24

25. Thank you!
TNS | Broekstraat 49, 1000 Brussels, Belgium | t +32 2 215 1930 | www.tnsglobal.com
Dorien Tettelin
Dorien.tettelin@tnsglobal.com
+32 2 300 2051
Follow me on Twitter: @DorienTettelin
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