European Social Computing Rebecca Jennings Principal Analyst
Agenda <ul><li>Europe's adoption of Social Computing </li></ul><ul><li>One size doesn't fit all – how countries differ </l...
Europeans are avidly adopting social computing <ul><li>Half of online Europeans engage in social computing </li></ul><ul><...
Lego listens to consumers <ul><li>Imperial Star Destroyer sold out in 5 weeks </li></ul>
Social Technographics illustrates adoption Creators Publish a blog Publish your own Web pages Upload video/audio you creat...
Social Technographics illustrates adoption Spectators Read blogs Watch video from other users Listen to podcasts Take part...
The Dutch are the keenest Creators Creators as a percentage of online adults
Innocent’ Big Knit has 662 Flickr photos…
The Dutch and Brits love joining networks Joiners as a percentage of online adults
Over a third of European adults read social content Spectators as a percentage of online adults
The majority of young consumers do!  Spectators as a percentage of online youth 12-24
A third of young consumers actually create content Creators as a percentage of online youth 12-24
Penguin’s Spinebreakers is written by teens for teens
An understanding of consumers comes first <ul><li>Profiles should be the foundation of a social computing strategy </li></...
Social Media is here to stay… <ul><li>It’s part of young consumer’s lives </li></ul><ul><ul><li>What they do might change,...
Summary <ul><li>Social Computing has taken off in Europe </li></ul><ul><li>It’s part of Young Consumers everyday lives </l...
Thank you Rebecca Jennings +44 (0) 207 323 7647 [email_address] Entire contents © 2005  Forrester Research, Inc. All right...
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Social Computing in Europe - Rebecca Jennings, Forrester

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Social Computing in Europe - Rebecca Jennings, Forrester

  1. European Social Computing Rebecca Jennings Principal Analyst
  2. Agenda <ul><li>Europe's adoption of Social Computing </li></ul><ul><li>One size doesn't fit all – how countries differ </li></ul><ul><li>Boom or bubble – what's the future for social computing? </li></ul>
  3. Europeans are avidly adopting social computing <ul><li>Half of online Europeans engage in social computing </li></ul><ul><li>Major brands are using it to reach consumers: Jeep, Coke, Lego, Dell…. </li></ul><ul><li>And It’s influencing company policies; Cadbury’s Wispa, HSBC backdown on student charges… </li></ul>
  4. Lego listens to consumers <ul><li>Imperial Star Destroyer sold out in 5 weeks </li></ul>
  5. Social Technographics illustrates adoption Creators Publish a blog Publish your own Web pages Upload video/audio you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Participate in online forums Collectors Use RSS feeds Add “tags” to Web pages or photos Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Participate in online forums Read customer ratings/reviews Inactives None of the above
  6. Social Technographics illustrates adoption Spectators Read blogs Watch video from other users Listen to podcasts Take part in discussion boards, forums & chat rooms Read customer ratings/reviews 10% 9% 19% 53% 40% 13% Creators Publish a blog Publish your own Web pages Upload video/audio you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Take part in discussion boards, forums & chat rooms Collectors Use RSS feeds Add “tags” to Web pages or photos Joiners Maintain profile on a social networking site Visit social networking sites Inactives None of the above
  7. The Dutch are the keenest Creators Creators as a percentage of online adults
  8. Innocent’ Big Knit has 662 Flickr photos…
  9. The Dutch and Brits love joining networks Joiners as a percentage of online adults
  10. Over a third of European adults read social content Spectators as a percentage of online adults
  11. The majority of young consumers do! Spectators as a percentage of online youth 12-24
  12. A third of young consumers actually create content Creators as a percentage of online youth 12-24
  13. Penguin’s Spinebreakers is written by teens for teens
  14. An understanding of consumers comes first <ul><li>Profiles should be the foundation of a social computing strategy </li></ul><ul><li>Objectives inform what you want to achieve – direct response? Awareness? Sales? </li></ul><ul><li>Strategy evolves next </li></ul><ul><li>Technology comes last! </li></ul>
  15. Social Media is here to stay… <ul><li>It’s part of young consumer’s lives </li></ul><ul><ul><li>What they do might change, but the idea of social media sticks </li></ul></ul><ul><li>5-10 years: Ubiquitous social networks </li></ul><ul><ul><li>Open technology </li></ul></ul><ul><ul><li>Shared identities </li></ul></ul><ul><ul><li>Information flow </li></ul></ul><ul><ul><li>Advertising embraces social influence </li></ul></ul>
  16. Summary <ul><li>Social Computing has taken off in Europe </li></ul><ul><li>It’s part of Young Consumers everyday lives </li></ul><ul><li>We’re headed towards Ubiquitous Social Media </li></ul>
  17. Thank you Rebecca Jennings +44 (0) 207 323 7647 [email_address] Entire contents © 2005 Forrester Research, Inc. All rights reserved.

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