How do consumers view companies and brands that take an active role in communicating with their customers through social media? This survey reveals how consumers expect the brands they patronize to relate to them online, and the findings show that trust and perceptions of reliability increase when brands engage in real dialogue online. Consumers will listen, but they want to be heard as well. When the balance of brand communications favors two-way communication, the brand and its relationships benefit.

1. EXCLUSIVE SURVEY
Companies
and Consumers
in Social Media 2011
YEAR TWO

2. 2 Companies and Consumers in Social Media 2011
Campus Party is the largest technology, Internet and networked
digital entertainment event in the world. Held between Jan. 17-
22, 2011, in São Paulo, the fourth annual Campus Party Brazil was
the largest to date, host to 6,800 participants (“campuseiros”),
more than 95,000 visitors and 400 activities that added up to
more than 500 hours of lectures, debates and workshops about
the digital world.
For the second consecutuve year, The Jeffrey Group was the
communications agency of record for Campus Party Brazil. Once
again, we used the event to talk to hundreds of campuseiros –
intensive Web and social media users – about their relationship
with companies and brands on the Web.
The result is this second edition of the “Companies and
Consumers in Social Media,” survey, research that uncovers data
and information that helps us understand consumer behavior
and expectations on the Web, map trends and plan digital
communication strategies and tactics.
Enjoy!

3. 3 Companies and Consumers in Social Media 2011
Executive Summary
The first year of the “Companies and Consumers in Social Media” survey
demonstrated consumers’ growing adoption of social media and their use of the
channels to talk about companies, brands and products. The survey also showed that
consumers not only expected companies to participate in these channels but also
considered that being present in social media made companies “more reliable.”
The survey’s new edition reaffirms these trends with even more confidence and
with new insights. “Companies and Consumers in Social Media – 2011” shows that
corporate presence in social media continues to be valued, but consumers are paying
more attention to how these channels are being used. They expect less advertising
and want more space for dialogue and more quality content.
The survey shows what the most valued features in corporate behavior in social
media are and what types of attitudes or omissions consumers are not willing to
forgive. These are revealing results that create a reference for companies concerned
about structuring or enhancing their presence online and their communication with
consumers in social media.

4. 4 Companies and Consumers in Social Media 2011
Respondents’ Profiles 397 interviews
age occupation
work and
60% study
41%
work
study
30%
28%
do not study or work 1%
education
20% elementary < 1%
16%
high school 23%
3%
1% 0% college 68%
< 18 19-25 26-35 36-45 46-55 > 56
years years years years years years post-graduate
old old old old old old 9%

5. 5 Companies and Consumers in Social Media 2011
Respondents’ Profile
The survey interviewers talked to 397 people Jan. 19-20, 2011, at the Centro de
Exposições Imigrantes, São Paulo, during the fourth annual Campus Party Brazil.
The sample included the so-called “campuseiros,” that is, the participants that
remain camped on the premises of Campus Party Brazil during the event’s entire
week to follow its activities.
Respondents are intensive Internet and social media users and early adopters of
technology and Web tools. They may be considered trendsetters and influence the
behavior of other Web users.
Most are young, 19 to 25 years old (60%). Of all respondents, only 4% were more than
35 years old. Individuals under 18 comprised 16% of the sample.
Degree of education is high: Almost 77% have a college degree, including 9% with
post-graduate degrees. The remainder, 23% of respondents, have a high school degree
or less.
69% of respondents are students and 71% work. 41% both study and hold a job. 78%
are men.

6. 6 Companies and Consumers in Social Media 2011
Mobility and Connectivity
connectivity
comparative 2010/2011
desktop
note/netbook
cell phone
smart phone
tablets
consoles
all
comparative 2010
75% 67% 87% 82% 20% 34% 25% 30% -- 6% 17% 11% -- 7%

7. 7 Companies and Consumers in Social Media 2011
Mobility and Connectivity
With regard to the equipment used to access the Web, some trends identified in the
survey’s first edition were reinforced in the second year. Notebooks or netbooks, used
by 82% of respondents, remain the key tools for accessing the Web.
The survey recorded growth in Internet access by cell phones and smart phones. In
2010, 45% of respondents said they accessed the Web from these devices. This year,
the percentage increased to 64%, a rate very close to that recorded for access from
desktops (67%). 6% of respondents use tablets.
These data reinforce two important traits of these consumers: mobility, that is, the
capacity of accessing the Web from anywhere, and connectivity, that is, the utilization
of several devices to browse the Internet.

8. 8 Companies and Consumers in Social Media 2011
Key Channels
channel adoption social network
comparative 2010/2011 comparative 2010/2011
What social media channel do you most use? What social network do you
most use?
75% 85% 82% 78% 56% 77% -- 63% -- 59% -- 36% -- 30% -- 28% -- 8% -- 10% 32% 57% 20% 33% 5% 31% -- 4% -- 9%
twitter youtube others twitter facebook others
orkut comments in forums and blogs all orkut linkedin comparative 2010
facebook linkedin
* Other networks mentioned were: Akiow, Azerox, Bymk, Filmow, Fórum 2, Foursquare,
instant messaging own blog comparative 2010
Skoob, Skype, Sonico, Tumblr, Wordpress and MSN (8 mentions).

9. 9 Companies and Consumers in Social Media 2011
Key Channels
Twitter was the most mentioned channel (299 mentions), followed by Orkut and
Facebook.
While Twitter maintained practically the same rate of adoption recorded in the
previous survey (a little more than 75% of respondents said they used this platform),
Orkut recorded a significant drop. In 2010, 82% of respondents said they maintained a
profile on Orkut. In the survey this year, the rate decreased to 69%.
The inverse happened to Facebook, whose adoption grew from 56% in 2010 to 67.5%
this year.
There was a decrease in the number of users with their own blog – from 42% in 2010
to a little less than half this rate (24%) in 2011 – and also in the percentage of users
that make comments in forums or blogs of others (55% in 2010 vs. 32% in 2011).
The survey also shows that a large share of respondents is active in multiple social
networks and in several social media channels. Asked about the social network they
most use, 44% of respondents said Twitter.
Orkut was mentioned as the primary channel of expression by 26% of respondents, a
rate very close to that of Facebook, which reached 24%.

10. 10 Companies and Consumers in Social Media 2011
Relating to Companies on the Web
How often do you use social media to discuss companies, services and products?
36% 37% Almost all (94%) respondents says they use social
media to express their opinion about companies and
products. In the 2010 survey, this rate was 73%.
Of this total, 36% say they “almost always” use the
21% Web to discuss their relationship with companies
and brands.
37% say they express their opinion “sometimes” and
21% say “rarely.” Only 6% say they never used social
6% media to criticize or praise companies, products and
services.
almost always sometimes rarely never

11. 11 Companies and Consumers in Social Media 2011
Relating to Companies on the Web
What Web channels do you use the most to express your opinion about companies, brands,
products or services?
61% of respondents choose social media channels
38%
as their favorite medium to discuss companies and
products on the Web. Of those, 38% are in social
networks (Facebook, Orkut, Twitter and others) and
23% in blogs and forums.
23%
Corporate Websites are the preferred channel for
16%
expression of 16% of respondents, while 14% prefer
14%
to use complaint Websites such as Reclame Aqui.
14% use trade or price comparison Websites as
their preferred channel to discuss products and
companies.
social networks blogs and corporate complaint
(orkut, twitter, facebook) forums sites websites

12. 12 Companies and Consumers in Social Media 2011
Relating to Companies on the Web
What motivates/would motivate you to be part of the online community of a company in
social media (ex.: follow the company profile on Twitter, a company page on Facebook or
Orkut)? Mention 3 in order of importance of information.
1st option 2nd option 3rd option single mention
receiving firsthand news
and information 37% 16% 14% 67%
participating in contests
14% 17% 23% 54%
and promotions
exchanging opinions and experiences
with other users/consumers 13% 23% 14% 50%
having a space to interact/talk
to the company 14% 16% 14% 44%
learning more about a certain product
or topic of interest 10% 11% 19% 40%
showing my support to a social, cultural
or environmental cause or initiative 7% 10% 9% 26%
showing my admiration for
a brand or product 5% 7% 7% 19%

13. 13 Companies and Consumers in Social Media 2011
Relating to Companies on the Web
Consumers are willing to engage in corporate initiatives in social media, but this support
is far from being unconditional. The survey data show that consumers expect companies
to provide abundant and quality information, space for interactivity, transparency in
communication, open dialogue, promotions and prizes.
“Receiving firsthand news and information” was the item mentioned by 37% of respondents
as the key motivation to be part of the online community of a company in social media.
Altogether, 67% of respondents indicated this as an important reason for engagement with
a brand on the Web.
The possibility of taking part in online contests and promotions was mentioned by 54% of
respondents, which shows that consumers value this type of initiative in digital media and
seek opportunities to compete for prizes or advantages.
Dialogue with other consumers or directly with the company itself are consumer aspirations
that stand out in the survey results. Altogether, 50% mention the exchange of experiences
with other users and consumers as an important motivator to be part of the online
community of a company. The item “having a space to interact/talk to the company” was
mentioned as a motivation by 44% of respondents.
Showing support for a social, cultural or environmental cause or initiative (26%), showing
admiration for a brand or product (19%) or learning more about a certain product or topic of
interest (40%) were also identified as reasons for engagement.

14. 14 Companies and Consumers in Social Media 2011
Relating to Companies on the Web
What annoys you the most in your relationships with companies on the Web?
Mention 3 in order of importance of information.
1st option 2nd option 3rd option single mention
FINDING OUTDATED OR INSUFFICIENT INFORMATION
ON THE COMPANY WEBSITE/PROFILE/COMMUNITY 18% 29% 20% 67%
NOT FINDING PLACE/CHANNEL FOR INTERACTION
WITH THE COMPANY ON THE WEB 26% 18% 12% 56%
COMPANY USES THE SOCIAL MEDIA ONLY TO
ADVERTISE ITSELF AND ITS PRODUCTS
19% 8% 21% 48%
NOT HAVING AN ANSWER OR RECEIVING DISSATISFACTORY
ANSWER TO A QUESTION, CRITIQUE OR COMMENT 18% 14% 13% 45%
COMPANY IS NOT TRANSPARENT
AND NEVER ADMITS ERRORS OR FLAWS 11% 15% 18% 44%
BROKEN LINKS, VIDEOS THAT DO NOT RUN,
IMAGES THAT DO NOT LOAD, ETC. 8% 16% 16% 40%

15. 15 Companies and Consumers in Social Media 2011
Relating to Companies on the Web
The survey shows that some attitudes and omissions by companies most annoy
consumers on the Web.
Finding outdated or insufficient information on the company Website/profile/
community was the item with the greatest number of mentions: 67% of respondents
said they were annoyed when they got to a digital channel that seemed abandoned
or neglected by brands in charge of managing it.
Another point of irritation, identified as the main reason of annoyance by 26% of
respondents (56% of the total), is not finding the place/channel for interaction with
the company on the Web. The data show that, on the Web, and in social media in
particular, consumers are willing to listen, but they want to be heard as well.
This conclusion is reinforced by another annoyance identified by respondents: 48%
are annoyed by companies that “use social media only to advertise themselves and
their products.” From the consumer perspective, social media are, or should be,
channels for dialogue with companies.
Respondents disapprove of companies that leave users’ questions unanswered (45%)
and those that do not admit errors or flaws (44%). The survey also shows consumers’
annoyance with technical inconveniences: 40% expressed irritation with Website and
technical malfunctions.

16. 16 Companies and Consumers in Social Media 2011
The Digital Consumer
Thinking about your relationship with companies and brands on the Web, indicate if the
following apply to you:
93% consult the opinions of other consumers on the Web to be informed about brands and products
86% usually recommend brands, products and services which they like
77% follow corporate profiles/pages on social networks (Twitter, Facebook, and Orkut)
75% post grievances or complaints about companies and products on the Web
62% say they trust companies more that have communication channels in social media

17. 17 Companies and Consumers in Social Media 2011
About the Companies
“The use of social media channels (blogs, social networks, etc.) helps enhance company
communication with its consumers.”
agree 76% partly agree 22% disagree 2%
98% agree with the statement – 76% fully agree and 22% partly agree. Only 2% say they do not agree.

18. 18 Companies and Consumers in Social Media 2011
About the Companies
“Companies that show transparency and are open to dialogue are more successful in their
communication in social media.”
agree 77% partly agree 17% disagree 4% partly disagree 1% don’t know how to answer 1%
94% of respondents agree with the statement; 17% agree with some restraint (“partly agree”). Only 5% of
respondents disagree with the statement and 1% of respondents did not know how to answer.

19. 19 Companies and Consumers in Social Media 2011
Conclusions
* Consumers consider social media channels to be their preferred media to discuss companies,
brands, products and services on the Web.
* Consumers use social media both to recommend brands, products and services which they like
and to make public their grievances and complaints.
* Consumers most value the opinions of other consumers when they want to obtain information
about brands and products.
* Consumers accept and demand corporate presence in social media, as long as they can offer
relevant content and are shown to be open to dialogue and interactivity.
* Consumers reject companies that use social media only as channels for advertising or show
inconsistency and lack of transparency in communication.
* Consumers believe that corporate use of social media helps show transparency and enhances
communication with the target audience.

20. 20 Companies and Consumers in Social Media 2011
Credits
“Companies and Consumers in Social Media - 2011”
Planning and analysis: The Jeffrey Group
Application and tabulation: ACall
Interviews: 397 individual interviews
Date: January 19-20, 2011
Location: Campus Party Brazil, Centro de Exposições Imigrantes, São Paulo - SP
Acknowledgements: Campus Party Brazil, Futura Networks

21. 21 Companies and Consumers in Social Media 2011
About The Jeffrey Group
The Jeffrey Group is the leading independent communications
agency helping businesses engage Latin audiences throughout the
Americas. With a history of successfully serving the world’s largest
companies and brands since 1993, the firm provides a full range of
public relations, marketing, digital and corporate communication
services in Latin America and the U.S. Hispanic communities for a
diverse range of clients including Acer, American Airlines, Bayer,
Coca-Cola, Diageo, Fox Networks, Johnson & Johnson, Nestle,
T-Mobile, UnitedHealth, Volkswagen, and Xerox, among others. In
addition to wholly owned offices in Miami, New York, Buenos Aires,
São Paulo and Mexico City, the company maintains a network of
Local Service Partners to cost-effectively provide clients with local
insights, strategic counsel and tactical support in multiple markets
throughout North and South America. The firm’s proprietary
PubTracker® system offers tracking and analysis of media and
online coverage.
For more information, visit www.jeffreygroup.com.