HK D2 Amsterdam - Deciphering the Social Media Landscape


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At the Hill&Knowlton Demystifying Digital event in Amsterdam on April 14 2011, Martin Warmelink shows the results of a TNS research on Social Media usage in Europe.

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HK D2 Amsterdam - Deciphering the Social Media Landscape

  1. 1. Deciphering the Social Media landscape <br />tnsMartin Warmelink<br />
  3. 3. Sources: TNS Digital life (2010) and TNS Mobile life (2011)<br />
  4. 4. 1. Digital: 83%<br />2. Radio: 52%<br />3. TV: 51%<br />1. Digital: 56%<br />2. TV: 39%<br />3. Newspaper:32%<br />1. Digital: 69%<br />2. TV: 62%<br />3. Radio: 42%<br />1. Digital: 82%<br />2. TV: 52%<br />3. Radio: 49%<br />1. Newspaper:56%<br />2. TV: 41%<br />3. Radio: 37%<br />1. TV: 70%<br />2. Digital: 62%<br />3. Radio: 31%<br />1. TV: 75%<br />2. Digital: 42%<br />3. Newspaper:35%<br />1. TV: 68%<br />2. Digital: 53%<br />3. Radio: 44%<br />1. TV: 61%<br />2. Radio: 59%<br />3. Newspaper:38%<br />1. TV: 64%<br />2. Digital: 57%<br />3. Newspaper:46%<br />Internet penetration NW Europe: +/- 80%<br />Internet penetration SE Europe: +/- 50%<br />% accessing daily<br />(base: internet users!)<br />
  5. 5.
  6. 6. Rules of engagement will vary by region: localised campaigns that take this into account will have a better chance of yielding high returns<br />HIGH<br />CONSUMPTION<br />Internet is commoditised<br />Makes my life more efficient<br />Internet is pivotal<br />Is the centre of my life<br />HIGH<br />INVOLVEMENT<br />LOW<br />INVOLVEMENT<br />LOW<br />CONSUMPTION<br />Internet is functional<br />It helps me to be productive<br />Internet is aspirational<br />Helps me achieve my goals<br />
  7. 7. The Internet has become a functional tool for many markets in the NW part of Europe, particularly the Nordic markets. Stand out markets are France and the UK with high consumptions levels and strong levels of involvement<br />HIGH<br />CONSUMPTION<br />Internet is commoditised<br />Makes my life more efficient<br />Internet is pivotal<br />Is the centre of my life<br />FI<br />FR<br />GR<br />TR<br />BE<br />AT<br />RU<br />PT<br />IT<br />PL<br />GB<br />DE<br />HIGH<br />INVOLVEMENT<br />LOW<br />INVOLVEMENT<br />LU<br />DK<br />ES<br />NL<br />IL<br />EE<br />LOW<br />CONSUMPTION<br />NO<br />SE<br />Internet is functional<br />It helps me to be productive<br />Internet is aspirational<br />Helps me achieve my goals<br />
  8. 8. Digital meets a broader range of needs than any other media; it is inherently fragmented<br />Organise<br />Entertain<br />Inform<br />Communicate<br />
  9. 9. Consumers engage in email, social and news the most frequently. 80% of global online users have tried online shopping at some point<br />% doing activity<br />NWE<br />
  10. 10. Social will continue to grow, especially in emerging markets and via mobile<br />PC<br />mobile<br /> increase<br />decrease<br />10<br />
  11. 11. Mobile access is critical especially in rapid growth markets – invest in talent and R&D now to be able to respond to the trend<br />% online users accessing internet from mobile in last four weeks<br />
  12. 12. And social networking is moving seamlessly to mobile<br />Consumers accessing social networking sites through their mobile – Global<br />Source: Mobile life 2011<br />
  13. 13.
  14. 14. Why? Four key developments<br />1. Improving user interface<br />2. The growth of “Now”<br />3. Unlimited data plans<br />4. Cheaper phones<br />14<br /><br />
  15. 15. MOBILE<br /> INTIMATE<br />Implications for marketeers<br /> INSTANT<br />
  16. 16. Despite much lower daily use than email, social networking attracts the highest volume of usage, an immense opportunity to leverage engagement <br />
  17. 17. Multi-media integration is the critical next step for social across PC and mobile<br />
  18. 18. And it is the same for mobile<br />Usage and demand for mobile social networking services - %<br />
  19. 19. Social is already a major brand channel...<br />Brand Activities on Social Media<br />32% Talking<br />(Written positive or negative comments about brands)<br />36% Listening<br />(Read user comments about brands)<br />48% Inactive in CGM<br />(Does not read or write comments about brands)<br />
  20. 20. Brands are fighting for a social presence<br />20<br />
  21. 21. …but whilst social media is universal, brands are universally ignored<br />Connections on social networks<br />
  22. 22. This can be partly explained by resistance to brand ‘intrusions’<br />Attitudes to brand interaction on social media across regions<br />% actively looking for brands<br />% who find brands intrusive<br />
  23. 23. Multiple tactics can be employed to generate brand connections<br />Reasons to join brand community<br />
  24. 24. If you do it, do it right (1)<br />
  25. 25. If you do it, do it right (2)<br />
  26. 26. If you do it, do it right (3)<br />
  27. 27. Reasons for de-friending a brand<br />
  28. 28. Low involvement categories can use social media to differentiate from competitors<br />The ‘Will it blend’ campaign from Blendtec showcases its products by blending an array of objects<br />Old Spice livened up its image by inviting consumers to ask the Old Spice man a series of questions which he answered through YouTube<br />
  29. 29. High involvement categories need integrated digital presence to survive<br />LG has strong online presence through its own interactive website<br />LG campaign for youngsters to think about the repercussions of sending text messages<br />Brand is associated with a good cause and gets exposure to consumers who want to see their content<br />
  30. 30. Consumers have different needs …..<br />Dominant Consumer Needs<br />
  31. 31. And consumers differ………..<br />
  32. 32. Size segments by region: Functionals tend to dominate in NW Europe, NAM and Dev. Asia, while Influentials tend to dominate in Ind and China<br />% size of segments<br />
  33. 33. Different behaviours<br />NW Europe<br />26%<br />4%<br />25%<br />19%<br />10%<br />16%<br />Knowledge-Seekers<br />Functionals<br />Aspirers<br />Networkers<br />Communicators<br />Influencers<br />Generators<br />Amplifiers<br />Readers<br />
  34. 34. Melissa Networker<br />Wall<br />Photos<br />Video<br />Info<br />Friends<br />For me, the internet is about relationships. Social media makes me feel ‘close/supported and in the loop’ so we like popular sites. I like to play games on Facebook now and then.<br />I love promotions, offers, competitions – and would like to become fan of your brand and will ‘follow’ you – but ensure brand information is interesting and to the point<br />Our lives are getting busier, and we don’t spend much time online at work – contact us in our free time <br />I’m open to brand messages via e-mail, Provide me with entertaining content that I can share with my friends<br />Networkers<br />Favourite sites:<br />View photos of Melissa<br />Information<br />Married<br />No children<br />Age 35<br />Working / Higher education<br />Friends<br />Likes…<br />161 friends view all<br />My smartphone for 24/7 networking<br />Price comparison sites<br />
  35. 35. Brand implications & strategies<br />
  36. 36. Brands need to know the key stages on the (online) path to purchase<br />Use online touchpoints<br />Use offline touchpoints<br />
  37. 37. And understand where you have ‘permission to play’<br />% actively looking for brands<br />% who find brands intrusive<br />
  38. 38. 1<br />Invest time to understand your audience<br />Use a digital lens to view the market, understand the who, what , why and where. <br />
  39. 39. 2<br />Get ready for Mobile<br />Be nimble, targeted, offer mobile purchasing<br />
  40. 40. 3<br />Don’t succumb to peer pressure<br />Don’t do something because its cool, do it because its right for your target<br />
  41. 41. 4<br />Be authentic and have a genuine interest in your target audience.<br />Be prepared to interact with them, resource for this, and allow consumers to dictate<br />
  42. 42. More information<br /> +31 20 5225 421<br /><br />