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Contents•   Executive summary•   What is Wave?•   The continuing story of Wave•   Social movements•   Will data privacy sl...
Real Actionable Insight                                                        A SOCIAL MOVEMENT                          ...
Executive Summary•    The story so far in social networking has been one of incredible growth. But Wave 6 shows that in th...
What is Wave?•   Wave is a social media study.•   Wave has retained the same methodology from Wave 1 to Wave 6, enabling c...
BUSINESS                                                 SOCIAL                                                           ...
Wave 6                                                                                                                    ...
Welcome to Wave 6 – The Business of Social•   Social media remains at the top of the agenda for many brands. However, it i...
SOCIALMOVEMENTS
Growth in social networking has slowed             Global               45.1%                               51.4%         ...
Growth in social networking has slowed                                                                Brazil              ...
Serbian active internet users manage their profileslightly less vs. WAVE5Macedonia and Croatia are more involved in social...
But as profile creation begins to plateau, active      management still grows                                             ...
Watching video clips on line is the most popularactivity in Serbia                                                        ...
People are spending more time than ever on social networksWith the youngest audiences we can see that socialnetworking is ...
In Serbia active internet users spend more hours on internetthan TV and on mobile phones equally the same as TV           ...
For the first time we are seeing a decrease in some social platformsQUESTION: “Thinking about the internet, which of the f...
Blogging: Declining or stabilising in many markets                                                                        ...
Microblogging is still rising but is yet to be fully understood globallySerbia is slightly abandoning microblogging    Glo...
Are we abandoning the brand website?                                                               QUESTION: “Thinking abo...
To get the most from social platforms we need toknow what they do bestGlobal average                                      ...
In Serbia usage of microblogs and photo/video  sharing sites is significantly lower.  Key applications are blogs and forum...
The brand website has specific strengthsGlobal average                                                  QUESTION: “Which o...
In Serbia brand websites have more strengths vs.some other applicationsQUESTION: “Which of these online applications does ...
The social network dominates all        Global average                                                                    ...
In Serbia the domination of social networks vs.  other formats is drastic                                                 ...
The power of the social network differs across the  world                        FUN                                      ...
And it explains much of the cultural context                                                                              ...
WILL PRIVACY       SLOW     SOCIAL?
People are concerned about the amount of personal data online   79%                                                       ...
People are concerned but also too attached 61.1%                                                        50%       46.2%   ...
And people are still sharing personal dataGlobal averageQUESTION: “What have you done with your social networking profile?...
In Serbia, sharing personal data is not among top      activities, our first choice of activities is about      staying in...
But we are sharing with more people than ever before                                                                      ...
Sharing personal data is an accepted risk                                                                                 ...
THE POWER OF SOCIAL
The value of social experiences•   A word that is frequently used in social marketing is „Engagement‟, often when citing t...
We think about social experiences first           LOW INVOLVEMENT                              I want no interaction      ...
Social needs vary by category….QUESTION: “Thinking about companies that make HEALTH AND BEAUTY products, which of the foll...
How we define the value of social experiences                           Letting you know about the company                ...
And these experiences deliver very differentoutcomes                                                                      ...
The same experiences deliver different outcomesby categoryQUESTION: “Thinking about the interactions that you have indicat...
This means we can start with an objective“Make me feel closer to the company”                                   Travel & H...
The Power of Social Experiences•   A key element for making the social network platforms accountable tools for marketers i...
CONNECTING WITH SOCIALEXPERIENCES
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
WAVE6 - Bussiness of social - Srbija
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WAVE6 - Bussiness of social - Srbija

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Wave6 Srbija - predstavljanje lokalnih rezultata najveceg i najobuhvatnijeg globalnog istrazivanja na temu drustvenih medija.
Globalno sprovedenog od strane UM-a, u Srbiji realizovano od strane UniversalMedia u saradnji sa svojim digitalnim partnerom agencijom Fastbridge.
Kvalitet uzorka za istrazivanje Mediana.
Podrzan od strane IAB Srbija.

Prezentaciju mozete pronaci na htttp://www.universalmedia.rs i http://www.fastbridge.rs

Published in: Education, Technology, Business
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WAVE6 - Bussiness of social - Srbija

  1. 1. Contents• Executive summary• What is Wave?• The continuing story of Wave• Social movements• Will data privacy slow social?• The Business Of Social• Connecting with social experiences• The impact: Summary• What does this mean for your business?• About this report The business of social | Social media tracker 2012
  2. 2. Real Actionable Insight A SOCIAL MOVEMENT THE POWER OF SOCIAL CONNECTING WITH SOCIAL EXPERIENCES The business of social | Social media tracker 2012
  3. 3. Executive Summary• The story so far in social networking has been one of incredible growth. But Wave 6 shows that in the future the biggest impact of social media will come from the increasing amount of time people are spending on them. Social networks are now legitimate rivals to all forms of media and will continue to have a huge effect on behaviour and media consumption.• Consumers are continuing to move away from increasingly soloed brand websites, viewing them as specialist or one dimensional experiences compared to those offered by social media. Brands will need to reach out to consumers in the social spaces if they are to connect online.• Even those data privacy concerns are rising, attachment to social networks is stronger than ever. With over 40% of people saying they are worried about missing out if they don‟t visit their social network. As a result users are fully prepared to share their data in return for the benefits that social platforms bring.• Social experiences deliver very clear value to brands. Understanding the social experiences the consumer wants AND which of these experiences deliver the brand‟s marketing objectives is the key to unlocking this value. This is an important part of making social media a legitimate platform for brand development.• Despite the reluctance of many companies to discuss problems, particularly in social media, our research has shown that actually responding to a customer‟s issues is one of the most powerful social experiences a brand can deliver. In the future social CRM should be a fundamental part of any brand‟s communication strategy.• The consumer has many devices through which they can interact with a brand digitally but not all of these devices are a suitable environment for every experience. Tablets and smartphones, for example, have very different strengths. Marrying the right experience to the right device is key to creating a compelling social strategy. The business of social | Social media tracker 2012
  4. 4. What is Wave?• Wave is a social media study.• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across Waves.• All research is conducted by the EMEA Research team in collaboration with the UM network of agencies.• We have surveyed 41,738 16-54 Active Internet Users in 62 countries.• In Serbia we have covered active internet population from 16-54 y.o. , with 500 people within the representative sample, covering 2,013,000 ( 28% of total population )• Our partner in this research in Serbia is the research company Mediana, who was responsible for the field work and quality of sampleWhy the Active Internet User?• Active Internet Users are those that use the internet every day or every other day.• Social media is driven by Active Internet Users.• They drive adoption of platforms and tools and they will determine which tools and platforms become dominant. The business of social | Social media tracker 2012
  5. 5. BUSINESS SOCIAL 62 countries 42,000 respondents September 2011: December 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 respondents March 2011: 100M members Valued at >$36Bn December 2010: 100M users October 2010: “The Social Network” film released just 2.5 months after launch July 2010: 100M check-ins August 2010: Groupon is the 38 countries fastest growing company of all time 23,200 respondents April 2010: iPad released February 2010: Facebook mobile – 100M users INFLUENTIAL August 2009: Xiaonei becomes RenRen Now more than 3.6Bn images on Flickr 29 countries June 2009: Launch 17,000 respondents March 2009: Launch VISUAL October 2008: Launch September 2008: First Android phone launch TEXTUAL August 2008: Over 100M users April 2008: Facebook overtakes 21 countries MySpace in popularity 10,000 respondents 15 countries March 2007: Launch 7,500 respondents January 2007: Launch October 2006: Launch September 2006: Launch July 2008: Launch 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 June 2003: Launch May 2003: Launch January 2003: Launch March 2002: LaunchJanuary 2001: Launch October 1999: Launch The business of social | Social media tracker 2012
  6. 6. Wave 6 AlgeriaThe expanding Wave universe Argentina Wave 5 Australia Austria Algeria Bahrain Argentina Belgium Australia Brazil Austria Canada Bahrain Chile Belgium China Brazil Colombia Wave 4 Canada Croatia Chile Australia Czech Republic China Austria Denmark Colombia Belgium Ecuador Czech Republic Wave 3 Brazil Egypt Denmark Canada Estonia Australia Ecuador China France Austria Egypt Colombia Finland Brazil Estonia Wave 2 Czech Republic Germany Canada France Denmark Greece Australia China Germany Ecuador Hong Kong Brazil Czech Republic Hong Kong Finland Hungary Wave 1 China Denmark Hungary France India France France India Australia Germany Italy Germany Germany Italy China Hong Kong Ireland (ROI) Greece Greece Ireland (ROI) France Hungary Japan India Hong Kong Japan Germany India KSA Italy Hungary Korea Italy Italy Kuwait Japan India KSA India Japan Latvia Korea Italy Kuwait Japan Korea Lebanon Malaysia Japan Latvia Korea Latvia Lithuania Mexico Korea Lebanon Mexico Lithuania Macedonia Pakistan Mexico Lithuania Philippines Malaysia Malaysia Philippines Netherlands Malaysia Russia Mexico Mexico Russia Pakistan Mexico Spain Netherlands Netherlands Singapore Philippines Netherlands UK Norway Norway Spain Poland Norway US Peru Oman Taiwan Romania Oman Philippines Philippines Thailand Russia Philippines Poland Poland UK Spain Poland Portugal Portugal US Switzerland Portugal Romania Puerto Rico Taiwan Qatar Russia Qatar Turkey Romania Singapore Romania UK Russia South Africa Russia US Serbia Spain Serbia Singapore Sweden Singapore Slovakia Turkey Slovakia South Africa UK South Africa Spain US South Korea Sweden Spain Taiwan Sweden Thailand Switzerland 41,738 62 Tunisia Taiwan Turkey Thailand UAE Tunisia UK Turkey Ukraine UAE US UK respondents countries Ukraine US Vietnam The business of social | Social media tracker 2012
  7. 7. Welcome to Wave 6 – The Business of Social• Social media remains at the top of the agenda for many brands. However, it is clear that as a medium for marketers it‟s still very much in its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are no more than proxies for other more meaningful brand objectives. In fact, by definition, setting these goals suggests you may have already confined yourself to creating a one-dimensional social experience.• Perhaps this is one reason why so many social media strategies look the same, using familiar platforms in familiar ways to achieve similar goals. With Wave 6 we intend to address this challenge. Wave 5 – The Socialisation Of Brands told us that people want vastly differing social relationships with brands. Wave 6 – The Business Of Social tells us what these social relationships can deliver for brands. Do they make people want to spend more time with the brand, do they make them feel valued as customers, or do they encourage people to recommend the brand to others?• Our research has revealed a deeply complex environment where different social experiences meet different marketing objectives. An experience that drives brand advocacy in one category simply creates awareness in another. An experience that encourages brand participation for one person does very little for someone else. Knowing the value of an experience means we can build a social media strategy designed to meet a marketing objective, rather than starting with how to exploit an existing social platform.• We believe this knowledge is vital if we are to make social media a legitimate platform for the development of brands. The business of social | Social media tracker 2012
  8. 8. SOCIALMOVEMENTS
  9. 9. Growth in social networking has slowed Global 45.1% 51.4% 61.4% 65.2% Wave 6 Wave 5 Wave 4 Wave 3 Wave: The business of social | Social media tracker 2012 3 4 5 6
  10. 10. Growth in social networking has slowed 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%Some countries. likeBrazil, India, Russia, seedecline in how manypeople manage social Germany India Italymedia profiles 27.2% 36.6% 37.8% 53.1% 51.4% 62.8% 72.5% 67.1% 24.0% 34.4% 53.9% 61.2% Spain Russia UK 29.9% 46.2% 55.5% 59.6% 64.8% 66.1% 79.8% 77.1% 53.4% 55.5% 58.6% 62.9% 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)” USA 33.1% 48.3% 58.1% 64.5% Wave: 3 4 5 6 The business of social | Social media tracker 2012
  11. 11. Serbian active internet users manage their profileslightly less vs. WAVE5Macedonia and Croatia are more involved in socialmedia than Serbia Global Serbia MK CRO 45.1% 51.4% 61.4% 65.2% 77.4% 71% 87.4% 84.2% Wave Wave 5 Wave 6 Wave Wave 6 Wave 6 Wave Wave 3 4 5 6QUESTION: “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)” Wave: 3 4 5 6 The business of social | Social media tracker 2012
  12. 12. But as profile creation begins to plateau, active management still grows QUESTION: “Thinking about the internet, which of the following have you ever done?” Global average 88% 81% 75% 77% 49%Upload a video clip to a video sharing website video clips online Watch Create a profile on a new social network on an existing social network social network page Manage a profile Visit a friends Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 The business of social | Social media tracker 2012
  13. 13. Watching video clips on line is the most popularactivity in Serbia QUESTION: “Thinking about the internet, which of the following have you ever done?” 91% 76% 46% 71% 19% Upload a video clip to a video Watch video clips online Create a profile on a new social Manage a profile on an existing Visit a friends social network sharing website network social network page Serbia Wave 5 Wave 6 The business of social | Social media tracker 2012
  14. 14. People are spending more time than ever on social networksWith the youngest audiences we can see that socialnetworking is as prevalent as traditional media consumption 10 Television 9 6 Radio 7 4Global average Magazines 6 5 Everyone Newspapers 6 13 16-24 year olds Internet 13 7QUESTION: “Approximately how muchtime did you spend consuming Email 7the following media in the last 7 days?” - 7Hours per week Social networks 9 6 Microblogging sites 7 7 8 Mobile phone 10 5 Blogs 6 Video sites 6 7 The business of social | Social media tracker 2012
  15. 15. In Serbia active internet users spend more hours on internetthan TV and on mobile phones equally the same as TV Television 6 Radio 5 Magazines 2QUESTION: “Approximately how much timedid you spend consumingthe following media in the last 7 days?” - Newspapers 3Hours per week Internet 8 Serbia Email 4 Social networks 5 Microblogging sites 1 Mobile phone 6 Blogs 1 Video sites 4 The business of social | Social media tracker 2012
  16. 16. For the first time we are seeing a decrease in some social platformsQUESTION: “Thinking about the internet, which of the following have you ever done?” Read blogs/weblobgs 90% Start my own blog/weblogs 80% Visit a photo sharing website 70% Use instant messenger 60%% Ever Done Visit a message board/forum 50% Started a topic on a message board/forum 40% 30% 20% 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
  17. 17. Blogging: Declining or stabilising in many markets QUESTION: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogsGlobal 55.3% 60.6% 64.5% 63.2% 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% Wave Wave 4 Wave 5 Wave 6 3 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% Serbia MK CRO 76.6% 49.7% 64% 56.5% Russia Spain UK 59.3% 54.6% 63.4% 52.4% 63.6% 55.9% 60.3% 55.8% 50.7% 41.3% 40.8% 45.5% Wave 5 Wave 6 Wave 6 Wave 6 USA 45.6% 50.2% 46.7% 44.9% Wave: 3 4 5 6 The business of social | Social media tracker 2012
  18. 18. Microblogging is still rising but is yet to be fully understood globallySerbia is slightly abandoning microblogging Global 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)” 14.9% 33.2% 42.9% Brazil China France 13.4% 43.9% 47.6% 26.3% 53.1% 4.1% 8.8% 12.2% 71.5% Wave 6 Germany India Italy 6.2% 7.7% 15.9% 24.4% 45.5% 42.9% 9.4% 11.1% 17.7% Wave 5 Wave 4 Russia Spain UK 14.2% 19.9% 25.8% 11.5% 19.1% 24.8% 6.4% 19.3% 62.9% Serbia MK CRO 23.2% 19.1% 34% 15% USA 8.5% 18.8% 22.1% Wave Wave 6 Wav Wave 5 Wave: 6 e6 4 5 6 The business of social | Social media tracker 2012
  19. 19. Are we abandoning the brand website? QUESTION: “Thinking about using the internet, have you visited an official company/brand website in the past 6 months?” 100% 13% decrease 95% in 4 years on a global level 90% 85% Significant 80% decrease in Serbia vs 75% Wave5 70% 65% 60% The business of social | Social media tracker 2012
  20. 20. To get the most from social platforms we need toknow what they do bestGlobal average QUESTION: “Which of these online applications does a good job when you want to...” Forums Photo/Video sites Meet new people Seek other people’s 30% Stay in touch with opinions friends Microblogs Manage my life better 25% Make contacts for work 20% Blogs Explore the world Promote yourself around me 15% 10% Keep up to date Learn something new 5% 0% “Hang out” or waste Share knowledge time Earn respect Change opinions 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
  21. 21. In Serbia usage of microblogs and photo/video sharing sites is significantly lower. Key applications are blogs and forumsQUESTION: “Which of these online applications does a good job when you want to...” Forums Meet new people Photo/Video sites Seek other people’s 30% Stay in touch with opinions friends 25% Microblogs Manage my life better Make contacts for work 20% Explore the world Blogs Promote yourself around me 15% 10% Keep up to date Learn something new 5% 0% “Hang out” or waste Share knowledge time Earn respect Change opinions 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. 22. The brand website has specific strengthsGlobal average QUESTION: “Which of these online applications does a good job when you want to...” Official brand websites Forums Meet new people Seek other people’s 30% Stay in touch with opinions friends Photo/Video sites Manage my life better 25% Make contacts for work 20% Microblogs Explore the world Promote yourself around me 15% Blogs 10% Keep up to date Learn something new 5% 0%“Hang out” or waste Share knowledge time Earn respect Change opinions 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. 23. In Serbia brand websites have more strengths vs.some other applicationsQUESTION: “Which of these online applications does a good job when you want to...” Official brand websites Meet new people Forums Seek other people’s 35% Stay in touch with opinions friends 30% Photo/Video sites Manage my life better Make contacts for work 25% Explore the world Microblogs 20% Promote yourself around me 15% Blogs 10% Keep up to date Learn something new 5% 0% “Hang out” or waste Share knowledge time Earn respect Change opinions 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
  24. 24. The social network dominates all Global average Official brand websites QUESTION: “Which of these online applications does a good job when you want to...” Forums Meet new people Photo/Video sites Seek other people’s 50% Stay in touch with friends opinions 45% Manage my life better 40% Make contacts for work Microblogs 35% Explore the world around 30% Blogs Promote yourself me 25% 20% Social networks 15% Keep up to date Learn something new 10% 5% 0%“Hang out” or waste time Share knowledge Earn respect Change opinions 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
  25. 25. In Serbia the domination of social networks vs. other formats is drastic Official brand websitesQUESTION: “Which of these online applications does a good job when you want to...” Forums Meet new people Photo/Video sites 80% 70% Stay in touch with Make money Microblogs friends 60% 50% Blogs 40% 30% Social networks Express yourself Make contacts for work 20% 10% 0% Be creative Promote yourself Change opinions Learn something new Share knowledge The business of social | Social media tracker 2012
  26. 26. The power of the social network differs across the world FUN SELF-IMPROVEMENT “Hang Out” or waste time Romania Argentina Denmark Slovakia Japan Norway Australia Learn something new Sweden UK Express yourself China Finland Hong Kong Greece Ireland Manage my life better Stay in touch with friends Have fun/be entertained Netherlands Spain Ukraine Share knowledge Belgium USA Latvia Italy Taiwan South Africa Estonia Canada Poland Vietnam Portugal France Meet new people Make contacts for work Serbia Singapore Turkey Keep up to date Share new experiences Change opinions Earn respect Switzerland Macedonia Chile Feel like you belong South Korea Thailand UAEExplore the world around meCONNECTION Croatia Germany Lithuania Czech Republic Austria opinions Mexico Philippines Malaysia Seek other people’sLebanon Colombia India Kuwait ENABLEMENT Tunisia Make money Ecuador Egypt Puerto Rico Bahrain Hungary Russia Be creativeQatar KSA Brazil Algeria Oman Promote yourself The business of social | Social media tracker 2012 QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country
  27. 27. And it explains much of the cultural context SELF-IMPROVEMENTFUN Learn “Hang Out” or waste something time new China UK USA Feel like Change you belong opinions UAE Kuwait KSA Serbia Lebanon Egypt Russia Bahrain Macedonia TunisiaCONNECTION Croatia Algeria ENABLEMENT The business of social | Social media tracker 2012 QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country
  28. 28. WILL PRIVACY SLOW SOCIAL?
  29. 29. People are concerned about the amount of personal data online 79% 65% 60% 60% -6.8% FYRM Global Croatia Serbia I am concerned about the amount of personal data online The business of social | Social media tracker 2012
  30. 30. People are concerned but also too attached 61.1% 50% 46.2% 42.2% -6.8%FYRM Global Croatia Serbia Social networks are integral to my social life The business of social | Social media tracker 2012
  31. 31. And people are still sharing personal dataGlobal averageQUESTION: “What have you done with your social networking profile?, 64% amongst those who have used a social network in the past 6 months” 62% 59% 59% 52% 49% 47% 47% 43% 44% 44% 38% 38% 31% 29% 30% 30% 27% 21% 21% 19% 19% Join a Dating Organise Purchased Make Shared Affiliate Write a Upload Join an Removed Join Display Play Used a Used Find Update Find old Upload Update MessageCelebrity events something Contacts Your with or blog videos Interest Someone a group my interests games “like” live chat new friends my status friends photos my profile friends group for work/ location become group or from my button Professional fan of a cause friend list reasons brand The business of social | Social media tracker 2012
  32. 32. In Serbia, sharing personal data is not among top activities, our first choice of activities is about staying in touch with our friends 78% 74% QUESTION: “What have you done with your social networking profile?, amongst those who have used a social network in the past 6 months” 58% 53% 53% 52% 48% 49% 49% 47% 45% 40% 38% 38% 34% 29% 27% 22% 19% 16% 13% 9%Write a Purchased Make Organise Shared Upload Dating Used Join a Join an Affiliate Display Play Update Removed Join Update Upload Find Used a Find old Message blog something Contacts events Your videos live chat Celebrity Interest with or my interests games my status Someone a group my profile photos new friends “like” friends friends for work/ location group group or become from my button Professio cause fan of a friend list nal brand reasons The business of social | Social media tracker 2012
  33. 33. But we are sharing with more people than ever before QUESTION: “Approximately how many people do you stay in contact with 80 in your personal life through the following means?” Social networks 70 Instant messenger Forum/Message board 60 My personal blogAverage number of people 50 Phone 40 Email Face to face 30 Text message (SMS) 20 Post/Letter 10 0 Wave 3 2008Wave 4 2009Wave 5 2010Wave 6 2011 Wave 5 2012 SR SR Wave 6 2012 The business of social | Social media tracker 2012
  34. 34. Sharing personal data is an accepted risk 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] vs. [I am concerned about the amount of personal data that goes online]” amongst those who have created a profile on a new social network. Size of bubble represents size of audience Size of bubble represents size of audience 75% Social networking% agree social networking is an integral part of my Brazil China more important 70% Egypt 65% India S Korea 60% social life Mexico FYRM Russia 55% Spain Turkey 50% USA Italy UK Germany Croatia France 45% Canada Serbia Poland Privacy more 40% Japan important 35% 50% 55% 60% 65% 70% 75% % agree concerned about the amount of personal data that goes online The business of social | Social media tracker 2012
  35. 35. THE POWER OF SOCIAL
  36. 36. The value of social experiences• A word that is frequently used in social marketing is „Engagement‟, often when citing the power of social media and the opportunity it brings for marketers. There is nothing wrong with this; it‟s a worthy ambition for a brand to try to engage with their consumers. The problem is that engagement is essentially a meaningless term. It could mean anything or everything and is really just used as a proxy for more meaningful brand objectives. With Wave 5 – The Socialisation Of Brands we asked some fundamental questions: do consumers want a social relationship with brands and if they do what kind of relationship do they want? This information has allowed UM to guide clients in the social space by understanding the needs of the consumer first and foremost.• With Wave 6 – The Business Of Social we have taken things a step further. Not just understanding the social experience that consumers want but also, crucially, defining the marketing value that these experiences can deliver to brands. This means we can not only identify the right experiences but also those that best meet our marketing objectives. The results of this research have truly been surprising and allowed us to further understand the incredibly diverse world of social media. Also, in the space of social CRM, the results have some profound things to say about how brands connect with consumers to create the most compelling experiences of all. The business of social | Social media tracker 2012
  37. 37. We think about social experiences first 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 To be part of a brand community HIGH INVOLVEMENT The ability to influence product development The business of social | Social media tracker 2012
  38. 38. Social needs vary by category….QUESTION: “Thinking about companies that make HEALTH AND BEAUTY products, which of the following statements describes the kind of interaction you want with these companies?” Health & Beauty Access to latest news & new product launches 45.0 % 40.0 % The ability to contact companies & To be part of a brand community influence new product development 35.0 % 30.0 % 25.0 % Discount vouchers for health & 20.0 % An opportunity to learn more about beauty products & services health and beauty 15.0 % 10.0 % 5.0 % 0.0 % Access to health & beauty events or An opportunity to develop and competitions to win products or improve my skills services Access to fun and entertaining The ability to communicate and content e.g. videos, games, music share experiences with other health etc. & beauty consumers A personal response to my Tools and help to express my issues/complaints creativity and share with others The business of social | Social media tracker 2012
  39. 39. How we define the value of social experiences 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. 40. And these experiences deliver very differentoutcomes Health & QUESTION: “Thinking about the interactions that you have indicated you would like to Beauty have with companies that make health and beauty products, which interaction is best…?” 70.0 % 60.0 % Discount vouchers 50.0 % 40.0 % To learn more about 30.0 % health and beauty 20.0 % 10.0 % The latest news & 0.0 % product launches The business of social | Social media tracker 2012
  41. 41. The same experiences deliver different outcomesby categoryQUESTION: “Thinking about the interactions that you have indicated you would like to have with health and beauty companies and with companies that provide services in travel and holidays, which interaction is best…?” The ability to contact health and beauty50.0 % companies and influence product development45.0 %40.0 %35.0 % The ability to contact travel companies and30.0 % influence product development25.0 %20.0 %15.0 %10.0 % 5.0 % 0.0 % The business of social | Social media tracker 2012
  42. 42. This means we can start with an objective“Make me feel closer to the company” Travel & Holidays Fashion Health & Beauty Music Access to the An Free money off or Access to latest offers & opportunity to discount news about discounts on learn more vouchers music, artists holiday & about health & music travel and beauty events QUESTION“Thinking about the interactions that you have indicated you would like to have with travel companies, companies that make health and beauty products, companies that are involved in the fashion industry and companies & artists that make & distribute music, which interaction is best…?” The business of social | Social media tracker 2012
  43. 43. The Power of Social Experiences• A key element for making the social network platforms accountable tools for marketers is being able to evaluate the value they bring to brands. This effort begins with understanding the intrinsic values of the social media platforms and the power of the experiences they can deliver. Wave 6 – The Business Of Social has begun to answer this question and now allows UM and Fastbridge to plan social strategies from the starting point of brand or business objective. We think this is an important step towards using social media in a more focussed and value driven way.• This approach also has implications for social CRM. Social media platforms, such as Twitter, are incredibly powerful tools for customer feedback. Using them in pro-active way to deal with problems very quickly is a proven and powerful driver of loyalty. However, responding quickly isn‟t always easy and many marketing teams require input from many other areas of the organisation before dealing with a problem. This suggests that a social media strategy should not just be the sole domain of the marketing department, but rather part of a company wide effort including legal, PR, customer support and others. This requires commitment and investment but our research has shown that those brands that accomplish this will benefit greatly. The business of social | Social media tracker 2012
  44. 44. CONNECTING WITH SOCIALEXPERIENCES

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