Helena Chari - tns icap - social media conference 2011

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Helena Chari - tns icap - social media conference 2011

  1. 1. Oh my God what happened?Helena Chari | Managing Director, TNS ICAPSocial Media Conference | March 22 nd 2011
  2. 2. connection & interactionconnect around common interestsdisruption
  3. 3. what is
  4. 4. social media is the crackcocaine of the internet
  5. 5. people do not connect to eachother in a completely random way
  6. 6. social networks/communitiesform aroundsocial objectsnot the other way around
  7. 7. technologies don’t simply replaceold ways of doing things; they alsoreplace old models of thinking
  8. 8. listening platformanalyzing streams of hard datacommunities
  9. 9. market research online communities 1.conducted in real time 2.humanistic methods 3.collaboration 4.build relationships
  10. 10. 1 out of two greeks 15yrs.+ use the internet not just the young…15 - 24 9125 - 34 8035 - 44 6045 - 54 44 55+ 8 Source: TNS ICAP
  11. 11. 6 out of ten surf the web daily20 hours per week spent online Source: TNS Digital Life
  12. 12. social is the 2nd most common activitywith most hours spent/week % doing activity daily No. of hours spent on activity per week 7.4 5.7 5.6 5.5 4.9 4.4 3.5 3.0 80 2.6 56 1.8 1.6 53 52 50 49 29 33 24 17 9 Source: TNS Digital Life
  13. 13. people join brand communities ingreece for the immediate personalbenefit (eg, receiving promotions)and much less for brand info andengagement Source: TNS Digital Life
  14. 14. 198Source: TNS Digital Life
  15. 15. look who’s talking now… Inactive 48 43 Listeners 40 36 Talkers 32 44 Global Greece Source: TNS Digital Life
  16. 16. HIGH CONSUMPTIONInternet is commoditised Internet is pivotalMakes my life more efficient Is the centre of my life 42% 7% 13% LOW HIGHINVOLVEMENT 19% INVOLVEMENT 19% 1% LOWInternet is functional CONSUMPTION Internet is aspirationalHelps me to be productive Helps me achieve my goals Source: TNS Digital Life
  17. 17. technological change is like an axe in the hands of a pathological criminal albert einstein
  18. 18. it’s how you do it... ...and that’s what gets results

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