A peek inside the Social Networks in Romania       …about users‟ needs and motivations       …about opportunities for bran...
2Contents   I. Objectives   II. Key             III. Twitter                      IV. Facebook   V. HI5        &          ...
3I. Objectives   II. Key             III. Twitter                      IV. Facebook   V. HI5     &          findingsMethod...
4Objectives & Methodology                  WHAT?                         • Explore the opportunities for brands to communi...
5Objectives & Methodology (cont.)              •   3 phases:                      Phase I: blogs with users* of different ...
6I. Objectives   II. Key             III. Twitter                      IV. Facebook   V. HI5     &          findingsMethod...
Why should a brand be on a social network?                                                         7Experts‟ opinion:     ...
85 key tips on how to capitalize on social networking                    1. Social networks ≠ panacea for cheap and effici...
9  5 key tips on how to capitalize on social networking (cont.) • The “wheel of values” model helps in visualizing the cor...
105 key tips on how to capitalize on social networking (cont.)            3. Beware of the opinion leaders‟ influence upon...
11I. Objectives   II. Key             III. Twitter                      IV. Facebook   V. HI5     &          findingsMetho...
12Twitter users: others‟ perception vs. self perception How do the experts see them?                                      ...
13Twitter users: others‟ perception                                                                   For Facebook users t...
14Twitter users: self perception                                                                     • Twitter       means...
15Twitter users: network usage motivations                   Twitter is for them an efficient tool for…                   ...
16What do they share on Twitter?Twitter is perceived as becoming, more and more, a space for services together withsociali...
17Brands on Twitter: few tips and tricks  •   On Twitter are the influencers/ opinion leaders. This means that       – bei...
18Brands on Twitter: few tips and tricks        General                                                      Specific     ...
19Brands on Twitter: few tips and tricks (cont.)       General                                               Specific     ...
20Brands on Twitter: few tips and tricks (cont.)      General                                                 Specific    ...
21I. Objectives   II. Key             III. Twitter                      IV. Facebook   V. HI5     &          findingsMetho...
22Facebook users: others‟ perception vs. self perception How do the experts see them?                          How do the ...
23Facebook users: others‟ perception                              For Twitter users, they are people who are ok, but      ...
24Facebook users: self perception                                                      On Facebook is “the network that   ...
25 Twitter users: network usage motivations       Facebook is the place for socialization and entertainment in            ...
26Brands on Facebook: few tips and tricks• Facebook is usually visited in moments of relaxation (evenings, weekends).• Fac...
27Brands on Facebook: few tips and tricks (cont.)      General                                                   Specific ...
28I. Objectives   II. Key             III. Twitter                      IV. Facebook   V. HI5     &          findingsMetho...
29HI5 users: others‟ perception vs. self perception How do the experts see them?                                 How do th...
30HI5 users: others‟ perception For Twitter users they are not-ok                              Facebook users are more tol...
31HI5 users: self perception                                               “HI5 is like New York – heterogeneous,         ...
32HI5 users: network usage motivations                 – For both categories, HI5 means especially entertainment and      ...
33Brands on HI5: few tips and tricks             • A real presence of a brand on HI5 suppose, in HI5 users‟ opinion,      ...
34Brands on HI5: few tips and tricks            General                                                   Specific        ...
Thank you!• For further information on the insights contained within this report and the research that it  is based on, yo...
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A Peek Inside the Social Networks in Romania (Twitter, Facebook, Hi5) (Septembrie 2009)

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A Peek Inside the Social Networks in Romania (Twitter, Facebook, Hi5) (Septembrie 2009)
Results of a qualitative research conducted this autumn indicate the high degree of differentiation among social networks users and the high need for all those comunicating in this environment to adapt the messages they convey there, especially brands.

Online networks users have various purposes for their online presence, but share common values, depeding on the network they belong to. Therefore, even if some are self-oriented, or focused on developing their own career or image, there are also those for which belonging to a group or stability are most important.

Based on habits and expectations of those using the above networks, Daedalus Millward Brown has developed a number of recommendations for those who wish to be present in this environment.
We would like to give a special thanks to those who took part in the research for their input and enthousiasm, and to the communication and social media agency Prodigy° for their support throughout the project.

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A Peek Inside the Social Networks in Romania (Twitter, Facebook, Hi5) (Septembrie 2009)

  1. 1. A peek inside the Social Networks in Romania …about users‟ needs and motivations …about opportunities for brand communicationQualitative studyDate: September, 2009
  2. 2. 2Contents I. Objectives II. Key III. Twitter IV. Facebook V. HI5 & findings Methodology A peek inside the social networks in Romania
  3. 3. 3I. Objectives II. Key III. Twitter IV. Facebook V. HI5 & findingsMethodology A peek inside the social networks in Romania
  4. 4. 4Objectives & Methodology WHAT? • Explore the opportunities for brands to communicate within the context of on-line social networks (Twitter, Facebook, HI5) • Explore users‟ perceptions towards different social networks (Twitter, Facebook, HI5) • Explore motivations of using different on-line social networks • Identify expectations with regard to the content and behavior displayed within a particular social network • Explore the perceptions and expectations of online networks‟ users towards brands‟ presence and communication within the context of social networks – Identify tips and tricks for brands‟ presence within different social networks A peek inside the social networks in Romania
  5. 5. 5Objectives & Methodology (cont.) • 3 phases: Phase I: blogs with users* of different social networks, aimed to HOW AND collect information regarding perceptions and usage of the social networks WITH • 6 blogs have been set up, involving separately the users of the three WHOM? social networks (selected by the social network they most frequently use and by gender) • the blogs have been active for 5 days, during which participants expressed their opinions on different topics posted by the moderator Phase II: asking experts‟ opinion about current status and trends of social networks in Romania • 6 representatives from the social media field Phase III: 3 focus groups with users of the three social networks • Mixed groups by gender and separated by the social network they frequently** use * Users of social networks: men and women, aged between 18 – 30 y.o., using actively at least one of the three social networks (Twitter, Facebook, HI5) ** Frequency of usage: check their account and post comments at least twice a week WHERE? • Bucharest WHEN? • beginning of September 2009 A peek inside the social networks in Romania
  6. 6. 6I. Objectives II. Key III. Twitter IV. Facebook V. HI5 & findingsMethodology A peek inside the social networks in Romania
  7. 7. Why should a brand be on a social network? 7Experts‟ opinion: …because you need to go where your consumer is! • Within the context of social networks people are more open and transparent, so there are higher chances to show their real feelings towards your brands • Moreover, “there you get in touch with things that are dynamically evolving, with people that tomorrow will change – and you need to be there, to feel the vibrations, to learn the rules”. • And now is a favorable moment for experimenting, as social media is still at the beginning in Romania, but with high potential in the near future Few tips and tricks from the experts… • Within the social networks it is important to understand users as individuals because when you force someone to join your network you might get the side effect of rejection: “the only thing that works is to show him your friendship, answering his questions, giving the sensation that behind that account is a person not a script” • Interactivity is a must to generate involvement, and therefore attachment towards the brand – “think of ways to invite users to get involved in your marketing strategy” • Consistency, defined by the content archive, is the secret tool of success in communication on social networks. The archive (namely the content posted along the presence within the network) reveals brand‟s consistency in communication and brand advocates‟ credibility! A peek inside the social networks in Romania
  8. 8. 85 key tips on how to capitalize on social networking 1. Social networks ≠ panacea for cheap and efficient advertising • Social networks per se are not the panacea for cheap and efficient advertising. Social networks represent a very complex and heterogeneous community (in terms of users‟ profile, needs, motivations and expectations). Therefore, differentiated approaches and strategies are needed in order to make the most of your presence within that context. 2. Make sure that the chosen social networks fits your brand values • Different social networks have distinct key values associated. They should be considered in relation to the values included in the brand identity, in order to use the respective social network to endorse the key values of your brand image: – Twitter is associated with self-development, achievement, innovation, leadership – Facebook is associated with stability, belonging, caring – HI5 is associated with self-orientation, self-indulgence Please note that the conclusions are drawn based on a qualitative study which describes the main tendencies. To extend these conclusions, a quantitative validation should be considered. A peek inside the social networks in Romania
  9. 9. 9 5 key tips on how to capitalize on social networking (cont.) • The “wheel of values” model helps in visualizing the core values of each social network that should be considered also from the perspective of the brand identity: DEVELOPMENT Accomplishment Inspiration Adventure Tolerance Independence Virtue ORIENTED TOWARDS THE SELF-ORIENTED OTHERS Self-indulgence Conformism Power Caution Belonging Dependency STABILITY* Note: The “wheel of values” is a model which helps create typologies. It implies putting social behaviour,personality, values, and emotions of the users on a 2-axis system built on the basis of universally-valid values:STABILITY – DEVELOPMENT vs. SELF-ORIENTED – ORIENTED TOWARDS THE OTHERS/ ALTER - ORIENTED. A peek inside the social networks in Romania
  10. 10. 105 key tips on how to capitalize on social networking (cont.) 3. Beware of the opinion leaders‟ influence upon your brand • The main asset of social networks are friends‟ recommendations. And brands should capitalize on this. Opinion leaders are especially on Twitter, but also on Facebook. But be also aware of the risk of association as the opinion leaders are able to either advocate for or detract from the brand image. 4. Brand presence on social networks influence the affective level of consumer behavior • Brand communication on social networks acts mostly at affective level (on a decisional model: Cognitive-Affective-Behavior) which is the area of brand image, familiarity, trust, choice validation. Therefore, we shouldn‟t evaluate the communication‟s efficiency within this context based on the sales figures! We should rather consider the indicators of trust, leadership and emotional affinity in relation to the brand. 5. On social networks, be one of them! • Regardless of the social networks, users have the tendency to reject, within this context, brands‟ communications that are obviously aimed at immediate sales (especially in case of big brands)  the focus should be, firstly, on creating relationship, on „being one of them‟ or part of the community! A peek inside the social networks in Romania
  11. 11. 11I. Objectives II. Key III. Twitter IV. Facebook V. HI5 & findingsMethodology A peek inside the social networks in Romania
  12. 12. 12Twitter users: others‟ perception vs. self perception How do the experts see them? How do the Facebook users see them? * -Early adopters, opinion leaders -Blog owners (have a point of view to share) -Focused on networkingHow do the HI5 users see them? How do they see themselves? ?! (no overlap)* Collages made by the participants in the focus groups A peek inside the social networks in Romania
  13. 13. 13Twitter users: others‟ perception For Facebook users they are the opinion leaders, aspirational models, but, at the same time, self-absorbed and too much focused on self-development • Twitter is like a “trophic chain”, but of information • “Individuals with an active life and passionate about what they do” • “People who have something intelligent to say in real time!” HI5 users do not know too much about Twitter users. There is no overlap between these two social networks. A peek inside the social networks in Romania
  14. 14. 14Twitter users: self perception • Twitter means efficiency, knowledge, opportunities  at present, Twitter is the best tool in spreading the “hottest news” • Twitter is perceived as an useful tool in self-development and achieving recognition/ social power (be the first who spread the news) “I check all the time Twitter. It is the fastest way to spread the novelties” Therefore, - on Twitter are the individuals always connected and up-to-date, - for whom information is their reason to be, - and who are oriented towards achievement and self-development. A peek inside the social networks in Romania
  15. 15. 15Twitter users: network usage motivations Twitter is for them an efficient tool for… …problem solving  They make the most of their connections and mainly use Twitter to keep in touch and make sure that they have to whom to turn to in case they need an expert opinion …offline socialization by organizing ad-hoc events and offline meetings …promoting one‟s opinions and ideas  opinion leaders use Twitter to send links with updates of own blogs “I like the idea that you can solve a problem very fast, find a solution or interacting with people from different domains” “Twitter helps you save time because the information is coming to you” Expect to find on Twitter straightforward communication, “breaking news” and practical information! Within this context they find annoying excessive self- promotion. “I find abusive to just promote yourself and not fair for those who invested you with trust” “I‟ve sent unfollow to those who just promote themselves and who do not bring anything spicy in their twits” A peek inside the social networks in Romania
  16. 16. 16What do they share on Twitter?Twitter is perceived as becoming, more and more, a space for services together withsocialization. It has been also noticed the shift from a community tool to an instant messagingone. That is why some users associated to RSS feeds – “you may find fast anything thatmight interest you!”From this perspective, the focus is on practical information.• Share content • Updates on • Both job • Campaigns • Look for expert pages, blog what their are seekers and which offer advice on a posts or doing only if it job providers attractive specific issue, online/offline is an activity use it on ad- prizes will be solution which resources interesting for hoc purposes forwarded (RT) can be asked useful for their others by users if for and activity, leisure others can provided as a time, self- benefit too „friends favor‟ development Prizes,Interesting News about promotions, Ask specificresources & Job adds themselves special questionsnews offers Look at what is being read, not at what is being written on Twitter! One good indicator in this respect are the messages which are being forwarded (RT). A peek inside the social networks in Romania
  17. 17. 17Brands on Twitter: few tips and tricks • On Twitter are the influencers/ opinion leaders. This means that – being on Twitter makes the brand to be perceived as up-to-date and keeping up with innovation (positive word of mouth), – but also bear in mind that it can be easily transformed in negative word of mouth if the presence or communication there becomes annoying! • Following Twitter users‟ reactions, we could extract several aspects that are worth considering when a brand chooses to be present and communicate on Twitter. Therefore, tips and tricks are emphasized at the following levels: General Specific Content approach actions A peek inside the social networks in Romania
  18. 18. 18Brands on Twitter: few tips and tricks General Specific Content approach actions  Be focused on building credibility for offering true, accurate information (joining forces with credible people on Twitter can be of help). In this respect, indirect marketing is more efficient as the brand can benefit of the influential power of opinion leaders.  Allow people to discover you progressively, let them choose to "follow" you based on your content, rather than "following" people just to get them to notice you  If you "follow" your customers, prove to them that you are doing so by reacting to their posts from time to time  Give prompt answers to those mentioning your brand (Twitter applications allow you to easily monitor brand mentions) • Note: answers should be as prompt as possible (hours or even minutes)  In terms of tone of voice, be personal, but up to the point where the information you share is relevant for those following you • Adapt the tone of voice and address people directly, but not arrogantly A peek inside the social networks in Romania
  19. 19. 19Brands on Twitter: few tips and tricks (cont.) General Specific Content approach actions  Focus on bringing constantly new, relevant or expert information  If you use Twitter to draw people to a specific website, make sure that users find there relevant or useful information  Follow key words representing the products and services you offer and answer demands and questions about them  selling opportunity for those who tweet about products they want  Show willingness to help by using your expertise to provide answers on Twitter  take into account a kind of online technical assistance (if and when requested by users) (“if someone is satisfied with a brand, he/ she wouldn‟t say too much about that, but if he/ she has a problem solved, for sure, he will make buzz on that”) A peek inside the social networks in Romania
  20. 20. 20Brands on Twitter: few tips and tricks (cont.) General Specific Content approach actions  Think of encouraging Twitter users to promote your news/ updates by offering them special rewards (“prizes or discounts for Twitter users”)  Be careful when choosing the ways in which you ask consumers to promote you: avoid forced or intrusive associations (e.g. displaying your logo on their profile picture). Rather ask them to RT an interesting announcement and offer them a relevant reward for that.  Use Twitter to... ...announce events you organise ...start ad-hoc events sponsored by the brand which have as purposes socialization, entertainment, information sharing …share funny virals‟ (really funny ones) A peek inside the social networks in Romania
  21. 21. 21I. Objectives II. Key III. Twitter IV. Facebook V. HI5 & findingsMethodology A peek inside the social networks in Romania
  22. 22. 22Facebook users: others‟ perception vs. self perception How do the experts see them? How do the Twitter users see them? -Educated, decent people (young professionals) -Blog readers (follow others‟ points of view) -Focused on belonging and sharing How do the HI5 users see them? How do they see themselves? A peek inside the social networks in Romania
  23. 23. 23Facebook users: others‟ perception For Twitter users, they are people who are ok, but rather focused on virtual socialization and entertainment • “On Facebook you may find one‟s illustrated personal history” HI5 users are aware that “it‟s not cool anymore to be in the same flock and Facebook is the new temptation!” “Facebook is for polished people! It is elitist”, but… …your presence there requires certain standards that makes you behave in a stiff manner! A peek inside the social networks in Romania
  24. 24. 24Facebook users: self perception On Facebook is “the network that matters” “It is my private area that I am controlling” “sharing common interests” Moments of relaxation Facebook is for them a tool used for… …self-image management …virtual entertainment … promoting good causes A peek inside the social networks in Romania
  25. 25. 25 Twitter users: network usage motivations Facebook is the place for socialization and entertainment in “On Facebook, I talk to peoplethe moments of spare time and relaxation  they usually check from different corners of the world,out friends‟ updates; post updates and play different quizzes or people who are very dear to megames and who I can‟t see very often because of the distance or spare Shared/ common interests represent the main criterion of time limitations”expanding network On Facebook, users have the network that matters to them and privacy is important  quality time spent with dear ones “On Facebook I am very within the virtual space  sense of belonging selective with the people I This ensures also an openness towards promoting social accept in my network”; “I have in my network, good causes friends and also professors” Within this context, the content shared is very attentively selected so that does not annoy the others. They share information/ novelties about the interest they have in common, amusing content or new/ hot information that proves their intellectual concerns Expect to find on Facebook information from private and entertainment area related to their interests! A peek inside the social networks in Romania
  26. 26. 26Brands on Facebook: few tips and tricks• Facebook is usually visited in moments of relaxation (evenings, weekends).• Facebook users are open to brands‟ communication within this context, as long as it brings something relevant to them (“common interests”) and is not obviously meant for immediate sales.• Based on users‟ feedback, several tips can be emphasized with regard to brands‟ presence on Facebook General Specific Content approach actions  If deciding to have a Facebook company page, keep in mind that you need to have constant and interesting updates to share, otherwise the risk is high for it to become obsolete and, consequently ignored  Use your profile to communicate on more personal level, inside-information from social events and company news rather than information which is too professional  Create campaigns that involve users A peek inside the social networks in Romania
  27. 27. 27Brands on Facebook: few tips and tricks (cont.) General Specific Content approach actions  Give relevant and constantly updated information on your page  Avoid flooding users Inbox with unrequested messages, paying also attention to spam reports (“if I reported something as a spam, I would like to be respected”) General Specific Content approach actions  Side-page adds in Facebook are not yet annoying and can be used successfully if well targeted  In this respect, put up a message which will trigger curiosity due to one or several of the following elements: useful (practical) information, fun/ amusing, a potential win or advantage/ special offer  Avoid using ads which block users access to any part of the applications: e.g. hover over ads  high risk of annoying them A peek inside the social networks in Romania
  28. 28. 28I. Objectives II. Key III. Twitter IV. Facebook V. HI5 & findingsMethodology A peek inside the social networks in Romania
  29. 29. 29HI5 users: others‟ perception vs. self perception How do the experts see them? How do the Twitter users see them? -“HI5 is the OTV of Romania – the channel with the highest audience, but full of „cocalari‟”  the perception of a certain group of users works as a halo effect for the entire network -Users more focused on self-expressionHow do the Facebook users see How do they see themselves?them? A peek inside the social networks in Romania
  30. 30. 30HI5 users: others‟ perception For Twitter users they are not-ok Facebook users are more tolerant – people – “indecent” and “shallow” “shallow people for whom their ego (“HI5 is the place for cocalari, and (low-quality, cheap) entertainment pitzipoance”) matters” A peek inside the social networks in Romania
  31. 31. 31HI5 users: self perception “HI5 is like New York – heterogeneous, diversified, brightness and misery together! But, for all, HI5 means entertainment in different forms!” HI5 is perceived by its users as a very mottled community, where may be found at least two main kinds of users:  Older users, for whom “HI5 is already a routine” and “represents the nostalgia for adolescence years”. They already started to use Facebook, but remained in the HI5 network just to “keep in touch with friends from the second tier” • Their sessions on HI5 are in the moments when they are bored (“I visit HI5 to kill the moments of boredom, usually in the evening”). They check the updates of their friends, play different games or have fun by watching profiles from the above mentioned category.  Younger users (usually high-school level), for whom “HI5 is a tool for over- promoting self-image and self-praise”. They are focused on their ego and just want to catch others‟ attention. A peek inside the social networks in Romania
  32. 32. 32HI5 users: network usage motivations – For both categories, HI5 means especially entertainment and high spirits – The content usually shared within the HI5 network context is mainly related to amusement (funny ads, videos), but also with novelty “I usually share funny/ amusing or shocking video, but hot (very new) things or information”; “I like sending funny or very new ads”; “I sent to my friends the photo gallery with the new BMW” Therefore, they expect to find on HI5 entertainment and attention! A peek inside the social networks in Romania
  33. 33. 33Brands on HI5: few tips and tricks • A real presence of a brand on HI5 suppose, in HI5 users‟ opinion, creating a group – “a community of those interested in a particular brand or product”. This would be perceived as a symbol of openness and transparency. • Within this context, there are several expectations: General Specific Content approach actions  Humanity – “a real person should be behind the account/ the group”  Originality: “They should make something different, something that you wouldn‟t think of”  A discreet profile (“not too simple, but also not kitschy layout”) A peek inside the social networks in Romania
  34. 34. 34Brands on HI5: few tips and tricks General Specific Content approach actions  Post the latest information with regard  Organize contests that trigger users‟ to the brand/ product/ service involvement  Inform about events that are  In case of services or technical products, organized/ sponsored by the brands have several users to make constant  Promptly answer to users‟ questions reviews which help them acquire with regard to the brand/ product/ credibility (“I might trust someone who service made serious and constant reviews”)  Very good spam management – “I  Feedback – ask users‟ opinion about agree to receive messages on their their products: “it would be really behalf, but I want them to be attentive interesting if someone would be to my needs and if I declared something interested to hear your opinion” as spam, they should respect that” A peek inside the social networks in Romania
  35. 35. Thank you!• For further information on the insights contained within this report and the research that it is based on, you may contact: Adina Mãdulãrea Ioana Ban Senior Qualitative Researcher Qualitative Researcher Email: adina.madularea@daedalusmb.ro Email: ioana.ban@daedalusmb.ro With the help of Cristian Manafu & Tel.: +4021 31 797 31 Fax: +4021 31 800 40 www.daedalusmb.ro A peek inside the social networks in Romania

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