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Wave 6 the business of social - UM Paris

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UM mesure depuis 6 ans l’impact des médias sociaux sur le marché mondial. Il s’agit de la plus vaste et la plus longue étude jamais réalisée sur les réseaux sociaux. Cette année, près de 42 000 personnes ont été interrogées dans 62 pays en suivant la même méthodologie. Grâce à cette étude, depuis 2006, on observe les tendances lourdes dans l’adoption des médias sociaux. Les plateformes de réseaux sociaux comme Twitter (43% des internautes) et surtout Facebook (77% des internautes) sont en train de fédérer l’ensemble des internautes les plus actifs au détriment d’autres plateformes. La couverture mondiale de l’étude, du Vietnam à la Bulgarie en passant par l’Inde et l’Egypte, est aussi l’opportunité de nuancer les usages les plus dominants en fonction des zones géographiques. Il nous est ainsi possible de lire comment les révoltes arabes ont durablement imposés les réseaux sociaux comme facteur d’épanouissement personnel au Moyen-Orient (58% des internautes égyptiens ont changé leur opinion grâces aux réseaux sociaux). On voit aussi, encore une fois au niveau mondial, comment les préoccupations sur la protection des données et la thématique de la « privacy », sans être négligées par les internautes (64% d’inquiets), ne suffisent pas à freiner l’adoption des usages sociaux les plus avancés (52% d’accros aux médias sociaux). L’essor considérable des réseaux sociaux a évidemment un impact sur les autres usages médias et les usages digitaux en particulier. L’étude met ainsi en évidence un reflux du nombre d’internautes sur les sites de marque (-15pts parmi les 15-24 ans), ce qui constitue un défi d’autant plus grand : comment intégrer les médias sociaux dans leur stratégie digitale afin d’offrir l’expérience de marque la plus complète ? La richesse de l’étude permet également d’isoler les comportements selon les outils utilisés. Il est ainsi possible de concevoir les usages les mieux adaptés à chacun et de différencier par exemple les usages smartphones de ceux plus adaptés aux tablettes. Ces dernières sont peut-être le futur du e-commerce (27% d’intentionnistes pour acheter via ce terminal). Enfin, Wave met cette année l’accent sur la finalité d’une présence des marques sur les réseaux sociaux. En analysant les motivations des internautes, Wave permet de dépasser l’approche purement quantitative du nombre de fans ou de followers pour connecter la présence de la marque à ses objectifs de communication. Quelle que soit la cible, quel que soit le secteur, nous pouvons identifier les interactions sociales les plus efficaces pour servir les objectifs de la marque. Grâce à Wave la présence digitale d’une marque répond véritablement à ses objectifs Grâce à Wave, il n’y a pas de recette unique pour engager les marques sur les réseaux. Grâce à Wave, sur les réseaux sociaux aussi, Curiosity Works.

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The business of social | Social media tracker 2012   4

Source: Flickr
BUSINESS


                                               SOCIAL                                                                             62 countries
                                                                                                                                  42,000
                                                                                                                                  respondents     December 2011:
                                                                                                                                                                                                 September 2011:
                                                                                                                                                                                                 QQ IM – over
                                                                                                                                           Over 845M active users                                700M active users
                                                                                                                                              June 2011:
                                                                        54 countries                                              Over 200M tweets a day
                                                                                                                                                                                                 June 2011: Launch
                                                                                                                                                                                                April 2011:
             MOTIVATIONAL                                               37,600                                            March 2011: 100M members                                              Valued at >$36Bn
                                                                        respondents                                                                                                  December 2010: 100M users
                                                                                                                                                                                     just 2.5 months after launch
                                                                                                          October 2010: “The Social Network” film released
                                                                                                                                                                               August 2010: Groupon is the
                                                                                                              July 2010: 100M check-ins
                                       38 countries                                                                                                                            fastest growing company of all time
                                                                                                                                                                            February 2010:
                                       23,200                                                                       April 2010: iPad released
                                                                                                                                                                            Facebook mobile – 100M users
                                       respondents                             August 2009: Xiaonei becomes RenRen
                                                   INFLUENTIAL                                                                                           Now more than 3.6Bn images on Flickr
                                                                           29 countries                                                                            June 2009: Launch
                                                                           17,000                                                                            March 2009: Launch    VISUAL
                                                                           respondents Launch
                                                                                October 2008:                                             September 2008:
                                                                                     August 2008:                                         First Android phone launch
           TEXTUAL                                                               Over 100M users
                                                                        April 2008: Facebook overtakes                                               21 countries
                                                                                  MySpace in popularity                                              10,000
                                 15 countries                March 2007: Launch                                                                      respondents
                                 7,500 respondents                                                                 January 2007: Launch
                                                        October 2006:
                                                                                                                   September 2006: Launch
                                             July 2008: LaunchLaunch
                                                                                                       February 2006: Launch
                                                                                              August 2005: Launch
          April 2005: First video uploaded to YouTube
                                                                                               March 2005: Launch
                               January 2005:
                                     Launch                                          December 2004: Launch
              February 2004: Launch
                                                                                January 2004: Launch
         August 2003: Launch                                                 September 2003: Launch

     May 2003: Launch
                                                                    June 2003: Launch
                                                               January 2003: Launch
                                                                                                                         Wave: 6 ans d’observation
         January 2001:
               Launch
                                                             March 2002: Launch                                          du digital
                                                October 1999: Launch
The business of social | Social media tracker 2012                                                                                                                                                               5
Wave 6
Wave 6, l’étude digitale la plus vaste jamais réalisée                                                                                                              Algeria
                                                                                                                                                                 Argentina
                                                                                                                                                                  Australia
                                                                                                                                                                    Austria
                                                                                                                                                                   Bahrain
                                                                                                                                           Wave 5                  Belgium
                                                                                                                                                                      Brazil
                                                                                                                                               Algeria
                                                                                                                                                                   Canada
                                                                                                                                            Argentina
                                                                                                                                                                      Chile
                                                                                                                                             Australia
                                                                                                                                                                      China
                                                                                                                                               Austria
                                                                                                                                                                 Colombia
                                                                                                                                              Bahrain
                                                                                                                       Wave 4                                       Croatia
                                                                                                                                              Belgium
                                                                                                                                                           Czech Republic
                                                                                                                        Australia                Brazil
                                                                                                                                                                 Denmark
                                                                                                                           Austria            Canada
                                                                                                                                                                  Ecuador
                                                                                                                         Belgium                 Chile
                                                                                                                                                                      Egypt
                                                                                                   Wave 3                   Brazil              China
                                                                                                                                                                   Estonia
                                                                                                                         Canada             Colombia
                                                                                                    Australia                                                       France
                                                                                                                            China     Czech Republic
                                                                                                      Austria                                                       Finland
                                                                                                                       Colombia             Denmark
                                                                                                        Brazil                                                   Germany
                                                                              Wave 2                              Czech Republic             Ecuador
                                                                                                     Canada                                                         Greece
                                                                                                                        Denmark                  Egypt
                                                                                Australia               China                                                  Hong Kong
                                                                                                                         Ecuador              Estonia
                                                                                    Brazil    Czech Republic                                                      Hungary
                                                                                                                          Finland              France
                                                              Wave 1                China          Denmark                                                             India
                                                                                                                           France           Germany
                                                                                  France              France                                                            Italy
                                                                Australia                                               Germany           Hong Kong
                                                                               Germany             Germany                                                   Ireland (ROI)
                                                                    China                                             Hong Kong              Hungary
                                                                                 Greece               Greece                                                         Japan
                                                                  France                                                 Hungary                  India
                                                                                     India        Hong Kong                                                             KSA
                                                               Germany                                                       India                 Italy
                                                                                      Italy         Hungary                                                          Kuwait
                                                                      Italy                                                   Italy     Ireland (ROI)
                                                                                   Japan                 India                                                       Latvia
                                                                     India                                                  Japan               Japan
                                                                                    Korea                 Italy                                                   Lebanon
                                                                   Japan                                                    Korea               Korea
                                                                               Malaysia                Japan                                                     Lithuania
                                                                    Korea                                                   Latvia                 KSA
                                                                                  Mexico                Korea                                                  Macedonia
                                                                  Mexico                                                Lithuania              Kuwait
                                                                                Pakistan              Mexico                                                      Malaysia
                                                              Philippines                                               Malaysia                Latvia
                                                                              Philippines        Netherlands                                                        Mexico
                                                                   Russia                                                 Mexico             Lebanon
                                                                                   Russia           Pakistan                                                  Netherlands
                                                                    Spain                                            Netherlands            Lithuania
                                                                              Singapore           Philippines                                                      Norway
                                                                        UK                                                Norway             Malaysia
                                                                                    Spain             Poland                                                         Oman
                                                                        US                                                   Peru              Mexico
                                                                                  Taiwan            Romania                                                     Philippines
                                                                                                                      Philippines        Netherlands
                                                                                Thailand               Russia                                                       Poland
                                                                                                                           Poland             Norway
                                                                                        UK              Spain                                                     Portugal
                                                                                                                         Portugal               Oman
                                                                                        US       Switzerland                                                   Puerto Rico
                                                                                                                        Romania           Philippines
                                                                                                      Taiwan                                                          Qatar
                                                                                                                           Russia              Poland
                                                                                                      Turkey                                                      Romania
                                                                                                                       Singapore             Portugal
                                                                                                            UK                                                       Russia
                                                                                                                     South Africa                Qatar
                                                                                                            US                                                       Serbia
                                                                                                                            Spain            Romania
                                                                                                                                                                Singapore
                                                                                                                         Sweden                Russia
                                                                                                                                                                  Slovakia
                                                                                                                           Turkey               Serbia
                                                                                                                                                              South Africa
                                                                                                                                UK         Singapore
                                                                                                                                                              South Korea
                                                                                                                                US           Slovakia
                                                                                                                                                                      Spain
                                                                                                                                         South Africa


                    41 738                             62
                                                                                                                                                                   Sweden
                                                                                                                                                Spain
                                                                                                                                                               Switzerland
                                                                                                                                              Sweden
                                                                                                                                                                    Taiwan
                                                                                                                                               Taiwan
                                                                                                                                                                  Thailand
                                                                                                                                             Thailand
                                                                                                                                                                    Tunisia
                                                                                                                                               Tunisia
                                                                                                                                                                    Turkey
                                                                                                                                               Turkey
                               Répondants              Pays                                                                                       UAE
                                                                                                                                                     UK
                                                                                                                                                                       UAE
                                                                                                                                                                          UK
                                                                                                                                                                   Ukraine
                                                                                                                                              Ukraine
                                                                                                                                                                          US
                                                                                                                                                     US
                                                                                                                                                                  Vietnam
  The business of social | Social media tracker 2012                                                                                                                6
Le Web Social étudié par Wave




                                                                               Forum/
                                 Social Media          Instant Messenger    Message boards




                                 My personal                                 Brand Website
                                                            Email
                                    Blog




                               Music platform                              Visit a photo sharing
                                                        Upload a Video            website


  The business of social | Social media tracker 2012                                               7
#wave6

The business of social | Social media tracker 2012            8

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Wave 6 the business of social - UM Paris

  • 2. The business of social | Social media tracker 2012 4 Source: Flickr
  • 3. BUSINESS SOCIAL 62 countries 42,000 respondents December 2011: September 2011: QQ IM – over Over 845M active users 700M active users June 2011: 54 countries Over 200M tweets a day June 2011: Launch April 2011: MOTIVATIONAL 37,600 March 2011: 100M members Valued at >$36Bn respondents December 2010: 100M users just 2.5 months after launch October 2010: “The Social Network” film released August 2010: Groupon is the July 2010: 100M check-ins 38 countries fastest growing company of all time February 2010: 23,200 April 2010: iPad released Facebook mobile – 100M users respondents August 2009: Xiaonei becomes RenRen INFLUENTIAL Now more than 3.6Bn images on Flickr 29 countries June 2009: Launch 17,000 March 2009: Launch VISUAL respondents Launch October 2008: September 2008: August 2008: First Android phone launch TEXTUAL Over 100M users April 2008: Facebook overtakes 21 countries MySpace in popularity 10,000 15 countries March 2007: Launch respondents 7,500 respondents January 2007: Launch October 2006: September 2006: Launch July 2008: LaunchLaunch February 2006: Launch August 2005: Launch April 2005: First video uploaded to YouTube March 2005: Launch January 2005: Launch December 2004: Launch February 2004: Launch January 2004: Launch August 2003: Launch September 2003: Launch May 2003: Launch June 2003: Launch January 2003: Launch Wave: 6 ans d’observation January 2001: Launch March 2002: Launch du digital October 1999: Launch The business of social | Social media tracker 2012 5
  • 4. Wave 6 Wave 6, l’étude digitale la plus vaste jamais réalisée Algeria Argentina Australia Austria Bahrain Wave 5 Belgium Brazil Algeria Canada Argentina Chile Australia China Austria Colombia Bahrain Wave 4 Croatia Belgium Czech Republic Australia Brazil Denmark Austria Canada Ecuador Belgium Chile Egypt Wave 3 Brazil China Estonia Canada Colombia Australia France China Czech Republic Austria Finland Colombia Denmark Brazil Germany Wave 2 Czech Republic Ecuador Canada Greece Denmark Egypt Australia China Hong Kong Ecuador Estonia Brazil Czech Republic Hungary Finland France Wave 1 China Denmark India France Germany France France Italy Australia Germany Hong Kong Germany Germany Ireland (ROI) China Hong Kong Hungary Greece Greece Japan France Hungary India India Hong Kong KSA Germany India Italy Italy Hungary Kuwait Italy Italy Ireland (ROI) Japan India Latvia India Japan Japan Korea Italy Lebanon Japan Korea Korea Malaysia Japan Lithuania Korea Latvia KSA Mexico Korea Macedonia Mexico Lithuania Kuwait Pakistan Mexico Malaysia Philippines Malaysia Latvia Philippines Netherlands Mexico Russia Mexico Lebanon Russia Pakistan Netherlands Spain Netherlands Lithuania Singapore Philippines Norway UK Norway Malaysia Spain Poland Oman US Peru Mexico Taiwan Romania Philippines Philippines Netherlands Thailand Russia Poland Poland Norway UK Spain Portugal Portugal Oman US Switzerland Puerto Rico Romania Philippines Taiwan Qatar Russia Poland Turkey Romania Singapore Portugal UK Russia South Africa Qatar US Serbia Spain Romania Singapore Sweden Russia Slovakia Turkey Serbia South Africa UK Singapore South Korea US Slovakia Spain South Africa 41 738 62 Sweden Spain Switzerland Sweden Taiwan Taiwan Thailand Thailand Tunisia Tunisia Turkey Turkey Répondants Pays UAE UK UAE UK Ukraine Ukraine US US Vietnam The business of social | Social media tracker 2012 6
  • 5. Le Web Social étudié par Wave Forum/ Social Media Instant Messenger Message boards My personal Brand Website Email Blog Music platform Visit a photo sharing Upload a Video website The business of social | Social media tracker 2012 7
  • 6. #wave6 The business of social | Social media tracker 2012 8
  • 7. 1 Tendances globales 2 Multi- device 3 Business of Social Wave permet également Wave c’est la possibilité de connecter Wave permet de comprendre l’état d’appréhender les usages en fonction les expériences sociales avec vos des lieux du digital dans le monde des terminaux objectifs de communication The business of social | Social media tracker 2012 9
  • 8. Tendances globales Wave permet de comprendre l’état des lieux du digital dans le monde
  • 9. La croissance des réseaux sociaux ralentit Brazil China France 63.6% 53.9% 74.5% 74.3% 47.4% 51.4% 68.4% 68.9% 26.3% 43.4% 53.2% 53.5% Global Germany India Italy 45.1% 51.4% 61.4% 65.2% 27.2% 36.6% 37.8% 53.1% 51.4% 62.8% 72.5% 67.1% 24.0% 34.4% 53.9% 61.2% Wave 5 Wave 6 Spain Russia UK Wave 4 Wave 3 29.9% 46.2% 55.5% 59.6% 64.8% 66.1% 79.8% 77.1% 53.4% 55.5% 58.6% 62.9% USA 33.1% 48.3% 58.1% 64.5% Wave: 3 4 5 6 The business of social | Social media tracker 2012 11 QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months?- Manage a profile on an existing social network (eg: facebook.com)”
  • 10. La création de profil se stabilise mais la gestion active croît 75% 77% 81% Upload a video Watch video clips Create a profile Manage a profile Visit a friend's clip to a video online on a new social on an existing social network sharing website network social network page Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 The business of social | Social media tracker 2012 12 QUESTION: “Thinking about the internet, which of the following have you ever done?”
  • 11. Toujours plus de données partagées The business of social | Social media tracker 2012 13
  • 12. Les gens sont concernés par leurs données personnelles mais pas assez pour renoncer aux médias sociaux 65% 50% +9% +22% Vs Wave 5 Vs Wave 5 I am concerned about the amount of Social networks are integral to my personal data online social life The business of social | Social media tracker 2012 14 QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about missing out on something if I don’t visit my social network] & [Social networking sites are an integral part of my social life]”
  • 13. Plus de temps que jamais passé sur les réseaux sociaux Television 10 9 Radio 6 7 Magazines 4 6 Newspapers 5 6 Internet 13 Everyone 13 16-24 year olds Email 7 7 Social networks 7 9 Microblogging sites 6 7 Mobile phone 8 10 Blogs 5 6 Video sites 6 7 The business of social | Social media tracker 2012 15 QUESTION: “Approximately how much time did you spend consuming the following media in the last 7 days?” - Hours per week
  • 14. Pour la première fois, nous assistons à une diminution de certaines plateformes sociales 90% Read blogs/weblobgs 80% Start my own 70% blog/weblogs 60% Visit a photo sharing % Ever Done website 50% Use instant messenger 40% Visit a message board/forum 30% Started a topic on a 20% message board/forum Wave 1 2006 Wave 2 2007 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 The business of social | Social media tracker 2012 16 QUESTION: “Thinking about the internet, which of the following have you ever done?”
  • 15. Le blogging se stabilise et décroit dans certains pays Brazil China France 74.5% 70.9% 72.4% 67.9% 74.9% 75.7% 79.6% 81.4% 45.6% 50.2% 46.7% 43.9% Global Germany India Italy 35.2% 36.3% 29.6% 39.3% 62.2% 63.1% 63.3% 55.6% 61.9% 51.0% 51.5% 51.7% 55.3% 60.6% 64.5% 63.2% Russia Spain UK Wave Wave 4 Wave 5 Wave 6 59.3% 54.6% 63.4% 52.4% 63.6% 55.9% 60.3% 55.8% 50.7% 41.3% 40.8% 45.5% 3 USA 45.6% 50.2% 46.7% 44.9% Wave: 3 4 5 6 The business of social | Social media tracker 2012 17 QUESTION: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogs
  • 16. Le microblogging commence à faire sa place mais n’est toujours pas une évidence Brazil China France 13.4% 43.9% 47.6% 26.3% 53.1% 71.5% 4.1% 8.8% 12.2% Global Germany India Italy 14.9% 33.2% 42.9% 6.2% 7.7% 15.9% 24.4% 45.5% 42.9% 9.4% 11.1% 17.7% Russia Spain UK Wave 6 14.2% 19.9% 25.8% 11.5% 19.1% 24.8% 6.4% 19.3% 26.9% Wave 5 Wave 4 USA 8.5% 18.8% 22.1% Wave: 4 5 6 The business of social | Social media tracker 2012 18 QUESTION: “Thinking about using the internet, which of the following have you used in the past 6 months? – Used a microblogging service (e.g. Twitter, Jaiku)”
  • 17. Les sites de marques sont délaissés 90% 85% 13% 80% decrease in 4 75% years 70% 65% 60% Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 The business of social | Social media tracker 2012 19
  • 18. Le reflux est plus marqué chez les jeunes 90% 16-24 25-34 35-44 45-54 -15pts -14pts -9pts -11pts 85% Evol Wave 3 vs Wave 6 80% 75% 70% 65% 60% Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 The business of social | Social media tracker 2012 20 QUESTION: “Thinking about the internet, have you visited an official company / brand website in the past 6 months?”
  • 19. Avec Wave, nous pouvons comparer les plateformes en fonction des usages Que font les gens ? Sur les Sur les Sur les Sur les sites de … réseaux blogs forums marques sociaux The business of social | Social media tracker 2012 21
  • 20. Pour optimiser la communication sur les plateformes sociales, il faut connaitre leurs usages spécifiques Meet new people 30% Stay in touch with friends Seek other people’s opinions Manage my life better 25% Make contacts for work 20% Explore the world around me Promote yourself 15% 10% Keep up to date Learn something new 5% Forums 0% “Hang out” or waste time Share knowledge Photo/Video sites Earn respect Change opinions Microblogs Blogs Share new experiences Be creative Feel like you belong Express yourself Have fun/be entertained Make money The business of social | Social media tracker 2012 22 QUESTION: “Which of these online applications does a good job when you want to...”
  • 21. Les sites de marques, aussi, ont des forces spécifiques Meet new people Seek other people’s 30% Stay in touch with friends opinions Manage my life better 25% Make contacts for work 20% Explore the world around Promote yourself me 15% Official brand websites 10% Keep up to date Learn something new 5% Forums 0% “Hang out” or waste time Share knowledge Photo/Video sites Earn respect Change opinions Microblogs Blogs Share new experiences Be creative Feel like you belong Express yourself Have fun/be entertained Make money The business of social | Social media tracker 2012 23 QUESTION: “Which of these online applications does a good job when you want to...”
  • 22. Mais les réseaux sociaux dominent toutes les attentes Meet new people 50% Seek other people’s opinions Stay in touch with friends 45% Manage my life better 40% Make contacts for work 35% 30% Explore the world around me Promote yourself 25% 20% Official brand websites 15% Keep up to date 10% Learn something new 5% Forums 0% “Hang out” or waste time Share knowledge Photo/Video sites Earn respect Change opinions Microblogs Share new experiences Be creative Blogs Feel like you belong Express yourself Have fun/be entertained Make money Social networks The business of social | Social media tracker 2012 24 QUESTION: “Which of these online applications does a good job when you want to...”
  • 23. Wave c’est la granularité des usages mais aussi des pays FUN ACCOMPLISSEMENT CONNEXION ACTION The business of social | Social media tracker 2012 25 QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country
  • 24. Multi-device Wave permet également d’appréhender les usages en fonction des terminaux
  • 25. ATAWAD: La multiplication des points de contacts digitaux Laptop / Desktop Nombre moyen d’appareils possédés… netbook PC PC …et utilisés pour se connecter à internet 5 Smartphone Tablet 4 (eg: iPhone) device (eg: iPad) 4 Mobile E-book 3 2.5 phone reader (eg: Kindle) 2 Internet- Games connected console TV 1 Portable Portable 0 MP3 / video games player Own Have used to access the console internet The business of social | Social media tracker 2012 27 QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”
  • 26. Le PC et les portables dominent les connexions Digital Cam Mobile Phone 70% Laptop 60% Portable MP3 Desktop PC % Own Device Game Console 50% Portable 40% Game console PVR Smartphone 30% Internet TV Camcorder 20% Tablet 10% Ebook Reader 0% 0% 10% 20% 30% 40% 50% 60% 70% % Use Device to Go Online The business of social | Social media tracker 2012 28 QUESTION: “Which devices do you own and which have you used to access the Internet in the past 6 months?” - Size of the bubble represents % who own device.
  • 27. Le PC domine la majorité des usages digitaux. Emergence des smartphones Read blogs / weblogs Read a digital version of a newspaper or 50% Posted / wrote stories on a blog magazine Uploaded photos to a photo sharing Searched for a location 45% website (e.g. flickr.com) 40% Watched video clips online (e.g. Watched live TV youtube.com) 35% Desktop Smartphone PC 30% (eg: iPhone) Made a purchase Shared a video clip with a friend 25% 20% Downloaded a podcast (pre recorded Joined an online community 15% audio or video show) 10% Tablet Games (eg: iPad) console 5% Downloaded a video podcast (pre recorded Sent a text message TV / video show) 0% Visited a professional social network site Managed a profile on an existing social (e.g. Linked-In etc.) network (e.g. facebook.com) Internet- Portable enabled TV games console Visited a friends social network page (e.g. Downloaded and used an application (app) facebook.com) Used an instant messenger (e.g. Windows Took part in a multi-player online game Live Messenger) Used a cloud based music Visited an official company / brand website Portable MP3 E-book reader recommendation service (e.g. PANDORA,… / video player (eg: Amazon kindle) Read a message on a microblog (e.g. Used a search engine (e.g. Google etc.) Wrote/sent a etc.) Twitter message on a microblog (e.g. Visited a message board / forum Twitter etc.) The business of social | Social media tracker 2012 29 QUESTION: “Which activities have you carried out using each device in the past 6 months?”
  • 28. Cette approche nous permet de dissocier smartphones et tablettes Smartphones are better 65% when you want to…. 60% Find your way Access Information 55% quickly Socialize with Explore % Smartphone Owners others the world 50% Ward Off Boredom Get something done Have fun/ 45% Hang out or Be entertained Organize something waste time 40% Read content Relax Manage my life 35% Watch content Play a game 30% Research something thoroughly 25% Learn something new 20% Make a purchase Tablets are better when 15% you want to…. Be creative 10% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% The business of social | Social media tracker 2012 % Tablet Owners 30 QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to… Smartphone Owners vs. Tablet Owners.
  • 29. Grâce à Wave nous pouvons connecter les devices et les expériences FUN INFORMATION ORGANISATION ACTION The business of social | Social media tracker 2012 31 QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to…”
  • 30. The business of Social Wave c’est la possibilité de connecter les expériences sociales avec vos objectifs de communication
  • 31. Un enthousiasme modéré des Français pour les pages de marques dans Facebook +6pts Global 21% 27% Global 47% 52% En France, malgré un regain d’intérêt, la population est toujours réticente à faire partie d’une communauté de marque The business of social | Social media tracker 2012 33 QUESTION: “Have you ever joined a brand community online ?”
  • 32. Pour créer de l’engagement, penser en priorité à l’expérience délivrée par la marque Les attentes des internautes : LOW INVOLVEMENT I want no interaction Access to news about new developments Discount vouchers Access to fun and entertaining content An opportunity to learn something new A personal response to my issues/complaints Access to unique sponsored events or competitions An opportunity to develop my skills The ability to communicate and share experiences with others Tools to help me express my creativity and make something worth sharing HIGH INVOLVEMENT To be part of a brand community The business of social | Social media tracker 2012 The ability to influence product development 34
  • 33. L’expérience est dépendante de la catégorie, nous en étudions 19 Consumer Game console Computer Computer technology PC & Video Software Hardware products games Wines, Spirits Mobile Phone & & other Travel & Telecom Food Sports alcoholic Holidays Services beverage Health & Movies Music Fashion Luxury Goods Beauty Charitable Cars Personal Household Non alcoholic organization & Automobile Finance products drinks causes The business of social | Social media tracker 2012 35
  • 34. Trials, CRM & Information produit, sont les expériences sociales attendues dans la catégorie logiciels Access to news about new developments & software upgrades 40% The ability to contact computer Computer To be part of a brand community 35% software companies and influence software product development 30% 25% 20% Discount vouchers for computer An opportunity to learn something Ensemble software or free software downloads 15% new about different applications 10% 5% 0% Access to unique sponsored events An opportunity to develop my or competitions software skills Access to fun and entertaining The ability to communicate and share content experiences with other users Tools and help to express my A personal response to my creativity and make something worth issues/complaints sharing The business of social | Social media tracker 2012 36 QUESTION: “Thinking about companies that make computer software, which of following statements describes the kind of interaction you would like to have with these companies?” vs Ensemble
  • 35. Les attentes diffèrent en fonction de l’âge même si quelques spécificités demeurent Access to news about new developments & software upgrades 40% Computer The ability to contact computer software software To be part of a brand community 35% companies and influence product development 30% 25% 20% Ensemble Discount vouchers for computer software An opportunity to learn something new or free software downloads 15% about different applications 10% 16-24 5% 0% Access to unique sponsored events or An opportunity to develop my software competitions skills 25-34 35-44 The ability to communicate and share Access to fun and entertaining content experiences with other users A personal response to my Tools and help to express my creativity 45-54 issues/complaints and make something worth sharing The business of social | Social media tracker 2012 37 QUESTION: “Thinking about companies that make computer software, which of following statements describes the kind of interaction you would like to have with these companies?” vs Ensemble / 16-24 / 25-34/ 35-44/45-54
  • 36. 3 expériences émergentes sur la cible 16-34 Computer software To learn something new Personal response to Fun and entertaining about applications issues/complaints content The business of social | Social media tracker 2012 38
  • 37. Des expériences différentes avec la marque produisent des effets spécifiques Computer Letting you know about the company Software Giving a detailed understanding of the company and its 16-34 products Making the company seem more desirable Making you feel closer to the company Fournir des informations produit rapproche les jeunes adultes de la marque Encouraging you to at least try out the company or its products for yourself Encouraging you to buy a product from the company Offrir des réponses personnalisées aux problèmes des clients encourage à l’achat d’autres produits de la marque Making you feel valued as a customer Makes you want to spend more time with the company or brand Proposer des contenus fun et divertissants incite au partage Encouraging you to recommend the brand to others avec sa communauté The business of social | Social media tracker 2012 39 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that makes computer Software, [Learn something new, Personal response to issue or Fun and entertaining content] is best at…?” vs 16-34
  • 38. Nous pouvons mettre ces effets induits en phase avec vos objectifs marketing Letting you know about the company AWARENESS Giving you a detailed understanding EDUCATION Making the company more desirable DESIRE Making you feel closer to the company SEEK MORE Encouraging you to try TRIAL Encouraging you to buy TRANSACTION Making you feel valued as a customer COMMITMENT Makes you want to spend more time with the brand INVOLVEMENT Encouraging you to recommend to others RECOMMENDATION The business of social | Social media tracker 2012 40
  • 39. Avec Wave, les réseaux sociaux vont s’accorder avec vos KPI Computer Letting you know about the company Awareness software Giving a detailed understanding of the company and its products Education Making the company seem more desirable Desire Making you feel closer to the company Seek More Encouraging you to at least try out the company or its products for yourself Trial Encouraging you to buy a product from the company Transaction Making you feel valued as a customer Commitment Makes you want to spend more time with the company or brand Involvement Encouraging you to recommend the brand to others Recommendation The business of social | Social media tracker 2012 41 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that makes computer Software, [Learn something new, Personal response to issue or Fun and entertaining content] is best at…?” vs 16-34
  • 40. Quelle que soit la cible, quel que soit le secteur, nous pouvons identifier les interactions sociales les plus efficaces pour servir vos marques The business of social | Social media tracker 2012 42
  • 41. 2 215 978 Fans The business of social | Social media tracker 2012 43 SOURCE: https://www.facebook.com/oasisfunpage/likes constaté le 7 mars 2012
  • 42. Forte complémentarité des réseaux avec le Paid Media sur les boissons sans alcools Awareness Education Non alcoholic Beverage Acces to Fun and Desire Entertaining Content Seek More Trial Un contenu qui crée de l’engagement sur la cible et Transaction répond à la quasi-totalité des objectifs marketing d’une marque Commitment Involvement Recommendation The business of social | Social media tracker 2012 44 QUESTION: Thinking about the interactions that you have indicated you would like to have with companies in these categories, [Acces to Fun and Entertaining Content] is best at…?” vs 16-24
  • 43. Un contenu fun et divertissant ne fonctionne pas sur toutes la catégories L’accès a du contenu fun n’est pas un levier qui fonctionne pour toutes les catégories de façon Awareness uniforme & Education Même pour une catégorie qui crée de l’engagement sur ce type de contenu, ce n’est pas un critère qui Desire permet de répondre à l’ensemble des objectifs d’une marque Seek More Trial Transaction Computer Software Computer Hardware Telecoms Commitment Involvement Food Travel Luxury Recommendation The business of social | Social media tracker 2012 45 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in these categories, [Fun and entertaining content] is best at…?” vs Ensemble
  • 44. Tanguy Community Manager chez Bouygues acteur du CRM appliqué au Web Social The business of social | Social media tracker 2012 46 SOURCE: http://gregorypouy.blogs.com/marketing/2012/02/la-crise-des-op%C3%A9rateurs-mobile-analys%C3%A9e-par-tanguy-responsable-web-social-de-bouygues- telecom.html , 29 février 2012
  • 45. Le SRM, la solution pour toutes les marques ? Ou pas. Awareness Expérimenter une réponse à un problème personnel sur les réseaux sociaux permet effectivement de créer de l’engagement dans la catégorie des télécoms, Education mais attention à ne pas généraliser ces comportements sur tous les secteurs Desire Seek More Trial Transaction Computer Software Computer Hardware Telecoms Commitment Involvement Food Travel Luxury Recommendation The business of social | Social media tracker 2012 47 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in these categories, [A personal response to issues and complaints] is best at…?” vs Ensemble
  • 46. The business of social | Social media tracker 2012 48
  • 47. Les interactions souhaitées avec l’univers du luxe par les femmes 16-34 First access to the latest new luxury goods product launches 8% The ability to contact luxury goods To be part of a brand community 7% companies and influence future 6% designs 5% 4% Access to unique luxury events or 3% An opportunity to learn more about competitions 2% luxury goods & companies 1% 0% Access to exclusive content e.g. An opportunity to get advice on videos, music, games etc. what luxury goods to buy The ability to communicate and A personal response to my share advice & recommendations issues/complaints with others Tools and help to express my creativity and share with others The business of social | Social media tracker 2012 49 QUESTION: QUESTION: “Thinking about companies that are involved in Luxury, which of following statements describes the kind of interaction you would like to have with these companies?” vs Femmes 16-34
  • 48. Le Privilège : c’est l’expérience sociale proposées par les marques de Luxe. Awareness Education Luxury Luxury Luxury First access to To learn more To get advice on Desire new product about luxury goods what to buy launches & companies Seek More Trial Dans le luxe, c’est le privilège qui prévaut et au même titre que les marques ont des fans, les marques de Transaction Luxe, elles engrangent des privilégié(e)s qui ont la volonté d’en apprendre plus sur l’entreprise et de de Commitment créer une vraie relation avec la marque Involvement Recommendation The business of social | Social media tracker 2012 50 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in these categories, [To learn more about luxury goods & companies] is best at…?” vs Femmes 16-34
  • 49. The business of social | Social media tracker 2012 51