Seeing The Wood And The Trees

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Author: Mark Higginson, Nielsen Online
The size of social media online and who’s winning and losing
From “old school” Online Communities to wunderkind Social Media – is there a difference?
Case studies from recent brands that dare to socialise.

Published in: Technology, Business
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Seeing The Wood And The Trees

  1. 1. Seeing the Wood and the Trees… Tuesday 29th September 2009 Prepared by: Mark Higginson Director of Analytics Confidential © 2009 The Nielsen Company
  2. 2. What we are going to talk about today… • Size of Social Media online • Who’s winning? • Old School Social Media • How can brands engage with highly social consumers? Confidential © 2009 The Nielsen Company 2
  3. 3. The current state of the Internet As of August 09, Australia’s Active online audience is 14+ million people… 16,000 14,424 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Aug-09 Nielsen Netview, Aug 2009 Active AU Confidential © 2009 The Nielsen Company 3
  4. 4. The current state of the Internet Hours online per month 30 28 hrs US 25 26.5 hrs AU 20 15 10 5 0 Nielsen Netview, August 2009 Confidential © 2009 The Nielsen Company 4
  5. 5. The Age of the Australian Internet Unique Audience Age Groups 35 31% 30 Percentage of Audience 25 24% 20 19% 18% 15 10 8% 5 0 2 - 17 18 - 34 35 - 49 50 - 64 65+ Nielsen Netview, August 2009 Confidential © 2009 The Nielsen Company 5
  6. 6. The current state of the Internet As of August 09, Australia’s Active online audience is 14+ million people… 16,000 14,424 14,000 12,000 10,000 9,675 8,000 6,000 4,000 2,000 0 Aug-09 Nielsen Netview, Aug 2009 Active AU Banking Communities Confidential © 2009 The Nielsen Company 6
  7. 7. The current state of the Internet As of August 09, Australia’s Active online audience is 14+ million people… 16,000 14,424 14,000 12,000 9,675 10,124 10,000 8,000 6,000 4,000 2,000 0 Aug-09 Nielsen Netview, Aug 2009 Active AU Banking Communities Confidential © 2009 The Nielsen Company 7
  8. 8. Top Sites Visited by Australians 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Nielsen Netview, August 2009 Confidential © 2009 The Nielsen Company 8
  9. 9. Facebook now dominates…. 6,000 Unique Audience (000s) 5,000 4,000 3,000 61% year on year growth 2,000 1,000 0 Nielsen Netview, June 2009 Confidential © 2009 The Nielsen Company 9
  10. 10. Facebook now dominates…. 6,000 Aug 09 8.1M Unique Audience (000s) 5,000 4,000 3,000 61% year on year growth 2,000 1,000 0 Nielsen Netview, June 2009 Confidential © 2009 The Nielsen Company 10
  11. 11. …and Twitter emerges… 900 800 Unique Audience (000s) 700 600 979% year on year growth 500 400 300 200 100 0 Nielsen Netview, June 2009 Confidential © 2009 The Nielsen Company 11
  12. 12. …and Twitter emerges… 900 800 Unique Audience (000s) 700 600 979% year on year growth 500 400 300 Aug 09 200 1.5M 100 0 Nielsen Netview, June 2009 Confidential © 2009 The Nielsen Company 12
  13. 13. Social Media… An Overnight Sensation!! Confidential © 2009 The Nielsen Company 13
  14. 14. Social Media… An Overnight Sensation • Actually launched in 1985 • Wired Mag : “the world's most influential online community” Confidential © 2009 The Nielsen Company 14
  15. 15. Finding a niche… 8.1 Million 1.5M 10 mins 6hrs 28mins Confidential © 2009 The Nielsen Company 15
  16. 16. Finding a niche… 8.1 Million 1.5M 523k 10 mins 12 mins 6hrs 28mins Confidential © 2009 The Nielsen Company 16
  17. 17. Finding a niche… 8.1 Million 1.5M 523k 1.2M 10 mins 12 mins 21 mins 6hrs 28mins Confidential © 2009 The Nielsen Company 17
  18. 18. Cinema Experience 3-D Confidential © 2009 The Nielsen Company 18
  19. 19. The next big movie blockbuster ? … Confidential © 2009 The Nielsen Company 19
  20. 20. Movie Reviews • How has the online editorial review landscape changed? 500 450 400 Unique Audience (000s) 350 300 250 ninemsn MovieFIX 200 Yahoo!7 Movies 150 Rotten Tomatoes 100 50 0 Confidential © 2009 The Nielsen Company 20
  21. 21. Movie Reviews • How has the online editorial review landscape changed? 500 450 average 33% 400 year on year decline Unique Audience (000s) 350 300 250 ninemsn MovieFIX 200 Yahoo!7 Movies 150 Rotten Tomatoes 100 50 0 Confidential © 2009 The Nielsen Company 21
  22. 22. The consumer as Reviewer – first wave • New sites emerging that are taking technologies such as Twitter and repurposing the content to a particular audience: eg skinnipopcorn.com : real time movie reviews by Twitter users Confidential © 2009 The Nielsen Company 22
  23. 23. James Cameron’s Avatar First Impressions 100% 90% 80% 70% 70% 60% 50% 40% 30% 21% 20% 9% 10% 0% Sentiment Positive Negative Neutral Confidential © 2009 The Nielsen Company 23
  24. 24. James Cameron’s Avatar Internet 2-D Trailer 100% 90% 80% 70% 62% 60% 50% 40% 26% 30% 20% 11% 10% 0% Sentiment Positive Negative Neutral Confidential © 2009 The Nielsen Company 24
  25. 25. James Cameron’s Avatar 3-D Preview 100% 90% 80% 70% 100% 60% 50% 40% 30% 20% 10% 0% Sentiment Positive Negative Neutral Confidential © 2009 The Nielsen Company 25
  26. 26. James Cameron’s Avatar 3-D Preview 100% 90% 80% 70% 100% 60% 50% 85% impressed with 3D 40% 30% 20% 10% 0% Sentiment Positive Negative Neutral Confidential © 2009 The Nielsen Company 26
  27. 27. James Cameron’s Avatar 3-D Preview 100% 90% 80% 70% 100% 60% 50% 85% impressed with 3-D 40% 30% 46% thought 2-D trailer 20% didn’t do film justice 10% 0% Sentiment Positive Negative Neutral Confidential © 2009 The Nielsen Company 27
  28. 28. A Tale of Two Communities Confidential © 2009 The Nielsen Company 28
  29. 29. Comparison of Two Communities – Discussion Topics support and sharing 40% WW 31% TF Weight Watchers Forum Topics Tony Ferguson Forum Topics 45% 45% 40% 40% 35% 35% 30% 30% 25% 25% 20% 20% 15% 15% 10% 10% 5% 5% 0% 0% Confidential © 2009 The Nielsen Company 29
  30. 30. A Tale of Two Communities – Discussion Topics exercise 25% WW 7% TF Weight Watchers Forum Topics Tony Ferguson Forum Topics 45% 45% 40% 40% 35% 35% 30% 30% 25% 25% 20% 20% 15% 15% 10% 10% 5% 5% 0% 0% Confidential © 2009 The Nielsen Company 30
  31. 31. A Tale of Two Communities – Discussion Topics physiology 2.5% WW 10% TF Weight Watchers Forum Topics Tony Ferguson Forum Topics 45% 45% 40% 40% 35% 35% 30% 30% 25% 25% 20% 20% 15% 15% 10% 10% 5% 5% 0% 0% Confidential © 2009 The Nielsen Company 31
  32. 32. Social Media • Social Media is mainstream media • There’s more to Social Media than Twitter and Facebook • Social Media is a rich environment for brands to listen to and learn from Confidential © 2009 The Nielsen Company 32
  33. 33. THANK YOU Mark Higginson Director of Analytics Mark.Higginson@nielsen.com (2) 8204 5848

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