State of Social Media - SMW Chicago


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  • In the next year, how likely are you to use social media websites/online product reviews when looking for information on each of the following products/services? (Size of Bubble)In general, how important are each of the following sources of information to you when looking for product information? (X & Y Axis)Product review from other consumers – Social Media SourceProduct rating from other consumers – Social Media SourceThe company’s Facebook page – Social Media SourceThe company’s Twitter account – Social Media SourceAccess to a live company representative over the phone – Live Company SourceAccess to a live company representative over email – Live Company SourceAccess to a live company representative over Twitter – Live Company SourceAccess to a live company representative over chat – Live Company Source
  • How much do you agree or disagree with each of the following statements?People often ask my opinion about new products (1)I consider myself to be a “trendsetter” (2)If I like a product, I’ll tell my friends about it (4)I like being able to customize a product to fit my needs (8)I would like to be able to give companies recommendations on how to improve the products I use (10)
  • Social listening is not a full replacement for traditional focus groups, surveys or “ask-based” research, but it is vital to brand marketers who want to understand the passion of consumer sentiment online
  • State of Social Media - SMW Chicago

    1. 1. State of Social Media<br />Tom O’Brien, SVP NM Incite<br />Brought to you by city partners:<br />@TomOB<br />
    2. 2. NM Incite -- The basis of our perspectives on social media<br />Trusted data provider,leveraging proprietary technology and buzz sources from 120+ million social media sites – across Twitter, Facebook, blogs, message boards, and customer reviews Global reach,in 15 countries (and growing)<br />Access to Nielsen’s proprietary consumer panels for online, TV, and retail purchases<br />Benchmarks and insightsfrom over 150 clients, especially in health care, CPG, retail, auto, CE, financial services<br />Market leaderin enterprise social media monitoring/ analytics (Source: Forrester)<br />Industry-leading expertise indigital marketing, product development, and service operations<br />Capability-building initiatives to enable incorporation of social media into core organizational processes<br />Functional expertisein translating social media metrics and insights into action and sustained improvement<br />2<br />
    3. 3. The state of social media today<br />Getting Started<br />3<br />
    4. 4. Social networks and blogs are still the top destination online<br />SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011<br />
    5. 5. Females and 18-34 year olds most active social networkers<br />SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011<br />
    6. 6. U.S. Internet users spent more time on Facebook than any other web brand<br />SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011<br />
    7. 7. Emerging social network<br />Tumblr nearly tripled its unique U.S. audience over the last year<br />SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011<br />
    8. 8. Mobile social media use is on the rise<br />SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011<br />
    9. 9. Social networking app usage is up 30%<br />SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011<br />
    10. 10. More women view video on social networks, but men watch longer<br />SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011<br />
    11. 11. Active social media users are influential offline<br />SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011<br />
    12. 12. So What?<br />Why this matters to brands<br />12<br />
    13. 13. …what is driving all of this social media activity?<br />26% of online discussion mentions a product,service or brand<br />% Social Media Users Ever Doing Activity<br />Family / Friends<br />Lifestyle / Entertainment<br />Products / Services <br />Career / Networking<br />SOURCE: NM Incite – The State of Social Media Survey, 2011<br />
    14. 14. In fact, 3 in 5 online consumers create review/rating content about products and services online…<br />Additional % that consume online reviews / ratings2<br />What type of review / rating content is created online? <br />% Social Media Users1<br />Creation of content about toys, jewelry and baby care is concentrated – far more people consume this content vs. creating<br />% that create online reviews<br />Note: 1) % respondents that have reviewed/rated and/or shared content about products/services online within the past year across any product/service category (LH chart) or specific product service (RH chart); 2) Real % difference between those ‘likely’ to ‘very likely’ to consume vs. create<br />SOURCE: NM Incite – The State of Social Media Survey, 2011<br />14<br />
    15. 15. … and prefer to receive product and service information through other consumers’ ratings and reviews<br />What is the preferred source for product & service information?<br />% Social Media Users1<br />What products / services are researched via social media?<br />% Social Media Users Likely to Use Social Media for Category2<br />Social Media<br />Note: 1) % survey respondents selecting 4 or 5 on a scale of 1=not important and 5=very important for using the specific platform for information about products / services; 2) % survey respondents selecting 4 or 5 on a scale of 1=unlikely and 5=very likely for using social media across various products/services <br />15<br />
    16. 16. c<br />This matters to consumer brands because exposure to buzz drives purchase intent<br />Difference in TV purchase consideration of consumers exposed to buzz correlated with net sentiment, 1H 2010<br />CLIENT EXAMPLE<br />Percent difference in consideration between exposed and control<br />20<br /><ul><li>A strong positive relationship exists between online net sentiment toward a brand and purchase consideration
    17. 17. Among the 6 TV brands analyzed during Q1 and Q2 2010, on average, a 0.1 increase in the net sentiment about a brand corresponds to a 6% increase in purchase consideration toward the brand among individuals exposed to online buzz.</li></ul>1Q, 2Q average<br />R2 = 0.7231<br />Panasonic<br />10<br />Sharp<br />Samsung<br />Sony<br />LG<br />0<br />0.15<br />0.20<br />0.10<br />0.05<br />0.25<br />Buzz net sentiment1<br />SOURCE: BAQ buzz data; RDD survey<br />1 Buzz net sentiment = (positive – negative)/(positive + negative + mixed)<br />
    18. 18. …and social media platform preferences vary significantly by product and service category, eliminating a “one-size-fits-all” approach<br />What is the preferred source for product & service information by category?<br />Bubble Size=Relative % of Internet Users Using Social Media for Category Research<br />High Information Requirements<br />Higher<br />Financial /banking <br />Baby Care<br />Beauty/cosmetics <br />Restaurants<br />Clothing/fashion<br />Toys<br />Automobiles <br />Preference for Social Media Sources1<br />Appliances <br />Food/beverages<br />Entertainment<br />Home electronics <br />Travel/leisure <br />Restaurants<br />Higher<br />Lower<br />Preference for Live Company Sources (e.g. call center, email, online chat)<br />SOURCE: NM Incite – The State of Social Media Survey, 2011<br />
    19. 19. …and social media users are eager to assist companies with new product development<br />I get asked my opinion on new products<br />% Social Media Users<br />I want to give product improvement recs<br />% Social Media Users<br />Females are more likely than males to tell others about products that they like (81% of females vs. 72% of males)<br />I am a trendsetter<br />% Social Media Users<br />I want to customize products<br />% Social Media Users<br />Note: All charts show % respondents rating 4 or 5 on a scale of 1=strong disagree and 5=strongly agree to the statements SOURCE: NM Incite – The State of Social Media Survey, 2011<br />
    20. 20. Details matter, what you look for matters, where you look matters<br />19<br />Analyzing the Online Conversation<br />
    21. 21. Attributes tested in survey questions<br />Percent agreeing strongly<br />Attributes mentioned by consumers online<br />Relative score<br />Environmentallyfriendly<br />Organic<br />Diaper rash<br />Cost effective<br />Home schooling<br />Healthier<br />Home birthing<br />More comfortable <br />Flushable<br />Fit well<br />Cheaper<br />Cost<br />Environmentallyfriendly<br />“Listening” to online conversations can be more powerful than asking for opinions via traditional research methods… <br />SOURCE: NM Incite proprietary research<br />
    22. 22. Kraft wanted to know what social listening could reveal about burger category product trends and consumer needs<br />21<br />
    23. 23. International: World Cup<br />22<br />
    24. 24. Attention Turns Toward Finalists, Disappointments<br />World Cup Finalists, Spain and The Netherlands draw the greatest buzz, alongside some of the first round disappointments including Italy and France. <br />Although Landon Donovan, JozyAltidore and Clint Dempsey remain fan favorites, international superstars such as Messi and Ronaldo maintain their popularity throughout the tournament. <br />Dutch players such as Sneijder and Robben, although on the losing side of the World Cup final, are more closely correlated to the World Cup topic than Spanish stars Iniesta and Casillas. <br />Timeframe: June 17 – July 24, 2010<br />
    25. 25. As the final nears, discussion shifts from pre-event controversies to the World Cup’s positive effect on South Africa<br />2/15-5/15<br />6/17-7/24<br />
    26. 26. Italian buzz is plagued with negativity <br />Consumers blame Marcello Lippi for the Italian team’s disastrous performances; they used strong words to describe the bad competition, comparing the performance to the 1974 expedition when Italy was eliminated in the first round.<br />Excluded players are still in users’ discussions. Consumers also mention the new Italian coach CesarePrandelli. <br />Forlan, Messi, Schneyder, Villa and Iniesta are cited as the “most talented players” of the contest. <br /> The world expedition of Capello, Domenech and Maradona turned out as a failure for the three favorite teams aiming to gain the title.<br />Octopus Paul became famous for its predictions. <br />Timeframe: June 17 – July 24, 2010<br />
    27. 27. Many in the UK blame referees for bad calls<br />“Referee” is highly correlated to “defeat”, reflecting the widespread blame and criticism of the referee’s decisions in the England vs. Germany match. The Premier League is also linked with defeat, Capello claimed England’s poor performance was due to the players being tired after the last season. Other commentators claim there is a lack of home grown talent due to the number of foreign players in the Premier League.<br />Despite not scoring in the World Cup, Rooney is still linked to scoring/winning in UK discussion. <br />Discussion of the final is central to UK post World Cup discussion. <br />Maradona appears correlated to Lampard in the discussion, as he criticized the referee’s decision about Lampard’s goal against Germany. <br />Timeframe: June 17 – July 24, 2010<br />
    28. 28. Health discussion breakdown<br />27<br />
    29. 29. Who is talking?<br />
    30. 30. Who is talking?<br />
    31. 31. Two cancers, different discussion<br />Volume of discussion<br />Prevalence:Authors<br />Breast Cancer<br /><ul><li>Discussion feels hopeful: “no longer a death sentence”
    32. 32. Largely patient-driven
    33. 33. Highly engaged</li></ul>Breast Cancer: 124,000 messages<br />Brain Cancer<br /><ul><li>High level of fear and frustration
    34. 34. Highly caregiver-driven
    35. 35. Very highly engaged</li></ul>Brain Cancer: 22,800 messages<br />SOURCES: Cancer prevalence data: US National Cancer Institute's Surveillance Epidemiology and End Results (SEER), 2007. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.<br />
    36. 36. Sampling the conversation<br />Breast Cancer<br />“I can related to the emotions impact of breast cancer  you are feeling , I was shocked, scared, angry, overwhelmed , crushed , hopeless, when the doctors informed me … in order for me to survive this I had to take life with cancer one day at a time , surrounded myself with family, friends , prayer and faith . … you are not along in this fight , I will keep you and your family in my prayers.” National Breast Cancer Foundation Forums, 2011-01-29<br />Brain Cancer<br />“Brain cancer is so awful. My mom is still in treatment, she has about 10 more avastin treatments left. She is 72, somewhat weak, hardly talks because she can't think of the right word to say and does nothing but sit in a chair all day and look out the window. I wonder what will happen once treatment ends, will she get any better or can we expect more of the same for the rest of her life.”, 2011-01-13<br />
    37. 37. My Top Ten Lessons Learned<br />What people say to each other is more important than what we say to them.<br />People no longer rely on brands for information.<br />Brand mentions are just the tip of the iceberg – somewhere between 5% and 30% of the relevant category conversation. <br />If you want to participate be helpful, human and humble.<br />When you participate, put the community’s interests & first.<br />Connect to what people already care about, don’t just make stuff up.<br />If you want new ideas, look beyond your category.<br />Companies who adopt social media now can drive competitive advantage. Those who don’t will eventually do it just to keep up.<br />
    38. 38. Questions? Thank you!<br /><br />@TomOB<br />33<br />State of the Media: The Social Media Report Q3 2011<br /><br />Healthcare Social Media by the Numbers<br /><br />