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defining
social networks
in switzerland
Issue Fall 2011#2


                    Relax In The Air

a RITAreport
defining social networks in switzerland 2011 #2
foreword

 This report is about social media networks that change our everyday life.

 Since September 2009, Defining Social Networks in Switzerland has been tracking social
 networks site usage in Switzerland. This report has two issues a year: Spring & Fall.

 We choose to make this report as transportable as can be to suit all your reader’s needs. It is freely
 available for online reading on Slideshare http://slidesha.re/RITAr20112. The report as PDF
 is available for free download on our site: http://report.relaxintheair.com.
 ................................................................................................

 For more questions, inquiries, workshops, feel free to contact us:
 hello@relaxintheair.com.

 Call the editors    Sabine Dufaux +41 79 745 30 74
                     MC Casal      + 41 76 539 77 01
 Follow us on
 Website relaxintheair.com
 Linkedin www.linkedin.com/company/relax-in-the-air
 Twitter @relaxintheair
 Facebook www.facebook.com/relaxintheair
                                                                                                          2
defining social networks in switzerland 2011 #2
table of content

  1. Introduction
  ...........................................................................................
  2. Methodology & Sources
  ...........................................................................................
  3. Snapshot of Switzerland - issue 2011#2
  ...........................................................................................
  4. Social Networks Evolution                A. Comparison - Unique Visitors (UV)
                                              score 2011#1 (March) vs 2011#2 (October)

                                                 • Unique Visitors (UV)
                                                 • Average Number of Visits (AV)
                                                 • Average Time on Site (ATS)
                                                 • The big fall
                                                 • Key Findings - SoLoMo
                                                                - Consuming multimedia
                                                                - The Big 3
                                                                - Facebook Minus
                                                                - Technological thought
                                                                - Brands priority
                                                 • Recommandations

                                                                                                3
defining social networks in switzerland 2011 #2
table of content

  4. Social Networks Evolution               B. Comparison - Unique Visitors (UV)
                                             score September 2009 vs 2011#2 (October 2011)

                                                • Key findings
                                                • Recommandations
  ...........................................................................................

  5. switzerland and other countries            • Europe & the World
                                                • Networks lookup
                                                • Some types of networks
                                                • Key findings
  ...........................................................................................

  6. about relax in the air




                                                                                                4
1. introduction




                  © Bob Jackson
Defining Social Networks in Switzerland 2011 #2



1. introduction


      There are a lot of studies about social media in Europe. Surprisingly Switzerland is seldom
      monitored or part of European studies. The present issue 2011#2 is the result of collecting and
      analyzing statistics for mainstream social networks sites in Switzerland and abroad.

      Hence analyzing traffic and use of social networks sites we observed user behavior and noticed
      Swiss market has changed since 2009:

      • Social networks sites in Switzerland are dominated by the Big 3 (abroad called the Big 4, with
          Youtube): Facebook, Twitter, Linkedin.

      • Since the first issue of the present report in September 2009, the evolution has shown that
          niche markets cannot compete on the same level that the Big 4. This doesn’t mean marketers
          should not explore that niche’s path.

      • Mobile adoption is exponentialy growing. Desktop use is in decline while users get used to
          mobile devices like smartphones and tablets.




                                                                                                         6
2. methodology & sources
Defining Social Networks in Switzerland 2011 #2



2. methodology & sources

      Data come from Google Doubleclick Ad Planner, October 2011. We don’t take this data for
      granted. As you know, figures are only figures. Nonetheless we are interested in having the same
      sources on a large time span in order to see the evolution of media consumption.

      Raw data was collected for a selection of 65 sites and social platforms, covering 11 countries:
      Switzerland, France, Germany, Italy, UK, Spain, Netherlands, USA, Russia, Brazil and Japan.
      The analysis reflects the 15 most popular social networks in Switzerland. Data about
      third-party applications like desktop apps or mobile apps are not included in this report.

      backtype.com                           gist.com          orkut.com             tweetdeck.com
      bebo.com                               googlewave.com    paper.li              twitpic.com
      blip.tv                                gowalla.com       peoplebrowser.com     twitter.com
      blogger.com                            hi5.com           picasa.com            typepad.com
      brightkite.com                         hollrr.com        plancast.com          ubervu.com
      dailymotion.com                        hootsuite.com     plaxo.com             uservoice.com
      deezer.com                             identi.ca         posterous.com         ustream.tv
      delicious.com                          instagr.am        qik.com               vimeo.com
      digg.com                               itunes.com        quora.com             wikipedia.com
      disqus.com                             last.fm           reddit.com            wordpress.com
      evernote.com                           lifestream.fm     salesforce.com        xing.com
      facebook.com                           linkedin.com      scribd.com            yammer.com
      flickr.com                             mixx.com          scvngr.com            yelp.com
      foursquare.com                         movabletype.com   seesmic.com           youtube.com
      friendfeed.com                         myspace.com       slideshare.net
      friendster.com                         naymz.com         stumbleupon.com
      getsatisfaction.com                    ning.com          tumblr.com
                                                                                                         8
Defining Social Networks in Switzerland 2011 #2



2. methodology & sources
disclaimer

      All figures are from one source: Google Doubleclick Ad Planner.

      We only analyze website traffic. Google Doubleclick Ad Planner does not take in count: native
      mobile application use, neither third party clients.

      Google company does not deliver any statistics for the Swiss market about the use of its own
      services like Youtube, Picasa, Google+, except Blogger. Of course it does not mean that Swiss
      people do not use those platforms.




                                                                                                      9
Defining Social Networks in Switzerland 2011 #2



2. methodology & sources
what is our report?

      • Issued since 2009
      • Focus on the top 15 social networks site in Switzerland market
      • 2 issues a year
      • Collecting data from Doubleclick Ad Planner by Google
      • 11 markets coared in issue 2011#2
      • 65 platforms scanned
      • Website trafic only, no statistics for mobile apps




                                                                         10
Defining Social Networks in Switzerland 2011 #2



2. methodology & sources
methodology




    data
    gathering                analyse              insight   strategy   action   roi




                                                                                      11
Defining Social Networks in Switzerland 2011 #2



2. methodology & sources
available since

      Famous social networks sites were founded in...
      2003 > Myspace
      2003 > Linkedin
      2004 > Facebook (university network)
      2005 > Youtube
      2005 > FlickR
      2006 > Facebook (opened to the public)
      2006 > Twitter
      2007 > Tumblr
      2009 > Foursquare
      2009 > Spotify
      2010 > Instagram
      2011 > Google+



                                                        12
3. Snapshot of Switzerland
Defining Social Networks in Switzerland 2011 #2



3. Snapshot of Switzerland - issue 2011#2
unique visitors (UV)                                                                                TOP 15



      Unique Visitors
                                                                                                    CH - Unique Visitors - UV (10.2011)
  6'000'000

                 5'100'000
  5'000'000


  4'000'000


  3'000'000


  2'000'000


  1'000'000
                                    420'000 390'000 390'000
                                                                                     240'000 180'000 160'000 150'000 130'000 110'000
                                                                                                                                     84'000                                    48'000         44'000            30'000          22'000
            0
                     facebook.com



                                      twitter.com



                                                    linkedin.com



                                                                   dailymotion.com



                                                                                       flickr.com



                                                                                                       xing.com




                                                                                                                                            vimeo.com
                                                                                                                  orkut.com



                                                                                                                              myspace.com




                                                                                                                                                        tumblr.com



                                                                                                                                                                     hi5.com



                                                                                                                                                                                 scribd.com



                                                                                                                                                                                               slideshare.net



                                                                                                                                                                                                                  twitpic.com



                                                                                                                                                                                                                                 ning.com
                                                                                                                                                                                                                                        14
      Note: Unique Visitors (UV) - The estimated, unduplicated number of people who visit a site over a specific month.
      With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.
Defining Social Networks in Switzerland 2011 #2



3. Snapshot of Switzerland - issue 2011#2
reach (%)                                   TOP 15



      Reach
                                                                                             CH - Reach (10.2011)
  70 %
            61.9 %
  60 %

  50 %

  40 %

  30 %

  20 %

  10 %                       5.2 %          4.7 %           4.8 %
                                                                               2.9 %         2.2 %       2.0 %        1.8 %          1.6 %        1.4 %         1.0 %      0.6 %         0.5 %
   0%
              facebook.com




                              twitter.com




                                             linkedin.com




                                                             dailymotion.com




                                                                                flickr.com




                                                                                              xing.com




                                                                                                                                      vimeo.com
                                                                                                          orkut.com




                                                                                                                       myspace.com




                                                                                                                                                   tumblr.com




                                                                                                                                                                 hi5.com




                                                                                                                                                                            scribd.com




                                                                                                                                                                                          slideshare.net
                                                                                                                                                                                                           15
Defining Social Networks in Switzerland 2011 #2



  3. Snapshot of Switzerland - issue 2011#2
  age                      TOP 15

                                                                          CH - Age Span (10.2011)

  facebook.com                                                                                                     0-17
                                                                                                                   18-24
     twitter.com                                                                                                   25-34
   linkedin.com                                                                                                    35-44
                                                                                                                   45-54
dailymotion.com                                                                                                    55-64
                                                                                                                   65
      flickr.com
       xing.com
      orkut.com
   myspace.com
     vimeo.com
    tumblr.com
        hi5.com
     scribd.com
  slideshare.net
    twitpic.com
       ning.com
                   0%                                 25 %                         50 %             75 %   100 %




        Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                           16
Defining Social Networks in Switzerland 2011 #2



  3. Snapshot of Switzerland - issue 2011#2
  male / female balance                                                   TOP 15

                                                              CH - Male/Female Balance (10.2011)

  facebook.com                                                                                                    H
                                                                                                                  F
     twitter.com
   linkedin.com
dailymotion.com
      flickr.com
       xing.com
      orkut.com
   myspace.com
     vimeo.com
    tumblr.com
        hi5.com
     scribd.com
  slideshare.net
    twitpic.com
       ning.com
                   0%                                 25 %                   50 %                  75 %   100 %




        Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                      17
Defining Social Networks in Switzerland 2011 #2



3. Snapshot of Switzerland - issue 2011#2
average visits per visitor                                                                                         TOP 15


                                                                   CH - Average Visits per Visitor/month - AV (10.2011)
         15.0


         12.5
                                                                                                                                                                                                      CH
         10.0


           7.5


          5.0


           2.5


             0
                 facebook.com



                                twitter.com



                                              linkedin.com



                                                             dailymotion.com



                                                                               flickr.com



                                                                                            xing.com




                                                                                                                                  vimeo.com
                                                                                                       orkut.com



                                                                                                                    myspace.com




                                                                                                                                              tumblr.com



                                                                                                                                                           hi5.com



                                                                                                                                                                     scribd.com



                                                                                                                                                                                  slideshare.net



                                                                                                                                                                                                   twitpic.com



                                                                                                                                                                                                                 ning.com
      Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                                                                                                                            18
Defining Social Networks in Switzerland 2011 #2



3. Snapshot of Switzerland - issue 2011#2
average visits per visitor                                                                                            TOP 15


                                                                               Average Visits per Visitor/month - AV (10.2011)
         15.0
                                                                                                                                                                                     CH
                                                                                                                                                                                     Global
         12.5


         10.0


           7.5


          5.0


           2.5


             0
                 facebook.com



                                twitter.com



                                              linkedin.com



                                                             dailymotion.com



                                                                                  flickr.com



                                                                                               xing.com




                                                                                                                                     vimeo.com
                                                                                                          orkut.com



                                                                                                                       myspace.com




                                                                                                                                                 tumblr.com



                                                                                                                                                              hi5.com



                                                                                                                                                                        scribd.com



                                                                                                                                                                                       slideshare.net



                                                                                                                                                                                                        twitpic.com



                                                                                                                                                                                                                      ning.com
      Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                                                                                                                                 19
Defining Social Networks in Switzerland 2011 #2



3. Snapshot of Switzerland - issue 2011#2
average time on site                                                                                     TOP 15


                                                                             CH - Average Time on Site - ATS (in min.) (10.2011)
         30


         25
                                                                                                                                                                                                       CH
         20


          15


         10


           5


          0
               facebook.com



                              twitter.com



                                            dailymotion.com



                                                              linkedin.com



                                                                                 flickr.com



                                                                                              xing.com




                                                                                                                                      vimeo.com
                                                                                                            orkut.com



                                                                                                                        myspace.com




                                                                                                                                                  tumblr.com



                                                                                                                                                               hi5.com



                                                                                                                                                                         scribd.com



                                                                                                                                                                                      slideshare.net



                                                                                                                                                                                                        twitpic.com



                                                                                                                                                                                                                      ning.com
      Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                                                                                                                                 20
Defining Social Networks in Switzerland 2011 #2



3. Snapshot of Switzerland - issue 2011#2
average time on site                                                                                   TOP 15


                                                                             Average Time on Site - ATS (in min.) (10.2011)
         30


         25
                                                                                                                                                                                     CH
                                                                                                                                                                                     Global
         20


          15


         10


           5


          0
               facebook.com



                              twitter.com



                                            dailymotion.com



                                                              linkedin.com



                                                                               flickr.com



                                                                                            xing.com




                                                                                                                                    vimeo.com
                                                                                                          orkut.com



                                                                                                                      myspace.com




                                                                                                                                                tumblr.com



                                                                                                                                                             hi5.com



                                                                                                                                                                       scribd.com



                                                                                                                                                                                    slideshare.net



                                                                                                                                                                                                     twitpic.com



                                                                                                                                                                                                                   ning.com
      Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                                                                                                                              21
4. Social Networks’ Evolution
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution / A. Comparison                                                                                                                                                         TOP 15


CH Country UV > Comparison - March 2011 vs October 2011

    March 2011
    October 2011
                                                                                                           CH Country UV
 6'000'000

                5'100'000
 4'800'000



 3'600'000



 2'400'000



 1'200'000
                                  420'000 390'000 390'000
                                                                                  240'000 180'000 160'000 150'000 130'000 110'000
                                                                                                                                  84'000                                48'000       44'000           30'000        22'000
          0
                   facebook.com



                                   twitter.com



                                                 dailymotion.com



                                                                   linkedin.com



                                                                                   flickr.com



                                                                                                xing.com




                                                                                                                                     vimeo.com
                                                                                                           orkut.com



                                                                                                                       myspace.com




                                                                                                                                                 tumblr.com



                                                                                                                                                              hi5.com



                                                                                                                                                                        scribd.com



                                                                                                                                                                                     slideshare.net



                                                                                                                                                                                                      twitpic.com



                                                                                                                                                                                                                    ning.com
                                                                                                                                                                                                                               23
      Note: Unique Visitors (UV) - The estimated, unduplicated number of people who visit a site over a specific month.
      With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution / A. Comparison                                                                                                                                                TOP 15


CH Country UV > Comparison - March 2011 vs October 2011

     March 2011
     October 2011
                                                                                     CH Country UV (without Facebook)                                    without face
 700'000
                                                                                                                                                                                           book
 600'000

 500'000
                420'000
                               390'000 390'000
 400'000

 300'000
                                                                 240'000

 200'000                                                                       180'000
                                                                                           160'000 150'000
                                                                                                                     130'000
                                                                                                                                  110'000
 100'000                                                                                                                                       84'000
                                                                                                                                                            48'000        44'000             30'000        22'000
        0
                 twitter.com



                                dailymotion.com



                                                  linkedin.com



                                                                  flickr.com



                                                                                xing.com




                                                                                                                      vimeo.com
                                                                                           orkut.com



                                                                                                       myspace.com




                                                                                                                                  tumblr.com



                                                                                                                                               hi5.com



                                                                                                                                                             scribd.com



                                                                                                                                                                          slideshare.net



                                                                                                                                                                                             twitpic.com



                                                                                                                                                                                                           ning.com
                                                                                                                                                                                                                      24
      Note: Unique Visitors (UV) - The estimated, unduplicated number of people who visit a site over a specific month.
      With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution / A. Comparison                                                                                                                     TOP 15


CH Country UV > Comparison - March 2011 vs October 2011

                                                     Comparison - March 2011 vs October 2011 (CH Country UV)

            facebook.com                                                                                                                          10.9 %
              twitter.com                                                                                                      -10.6 %
        dailymotion.com                                                                            -43.5 %
            linkedin.com                                                                                                                     2.6 %
                flickr.com                                                                         -44.2 %
                  xing.com                                                                                                         -10.0 %
                orkut.com                                                                                                             -5.9 %
            myspace.com                                                                -57.1 %
               vimeo.com                                                                                                      -13.3 %
              tumblr.com                                                                                                                     0%
                   hi5.com                                                           -58.0 %
               scribd.com                                                          -60.0 %
           slideshare.net                                                                                                            -6.4 %
              twitpic.com                                                                                                                    0%
                 ning.com                                                                          -43.6 %
                             -60 %              -50 %             -40 %              -30 %              -20 %              -10 %             0%            10 %    20 %




                                                                                                                                                                           25
      Note: Unique Visitors (UV) - The estimated, unduplicated number of people who visit a site over a specific month.
      With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
unique visitors (uv)

      In the last six month, UV statistics are sinking for most of the networks excepting Facebook.

      Since March, Facebook has gained slight traffic and levels off with 5'100'000 UV in October
      2011. With 61.1% reach in October (March: 61%), Switzerland is far above worldwide average:
      51 % (March: 46.7'%).

      • The big 3 in Switzerland: Facebook, Twitter, Linkedin
      • Twitter goes down to 5.2% (March: 6.3%).
      • Linkedin is on the loss with 4.7% (March: 5.1%).




                                                                                                      26
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution / A. Comparison                                                                                                                                                TOP 15


CH Country reach > Comparison - March 2011 vs October 2011

     March 2011
     October 2011
                                                                                                 CH Country Reach
 70 %
           61.9 %
 60 %

 50 %

 40 %

 30 %

 20 %

 10 %                     5.2 %         4.8 %             4.7 %
                                                                         2.9 %        2.2 %       2.0 %       1.8 %         1.6 %       1.4 %        1.0 %     0.6 %        0.5 %            0.4 %         0.3 %
  0%
           facebook.com



                          twitter.com



                                        dailymotion.com



                                                          linkedin.com



                                                                         flickr.com



                                                                                      xing.com




                                                                                                                            vimeo.com
                                                                                                  orkut.com



                                                                                                              myspace.com




                                                                                                                                        tumblr.com



                                                                                                                                                     hi5.com



                                                                                                                                                               scribd.com



                                                                                                                                                                            slideshare.net



                                                                                                                                                                                             twitpic.com



                                                                                                                                                                                                           ning.com
                                                                                                                                                                                                                      27
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution / A. Comparison
CH Country reach > Comparison - March 2011 vs October 2011

        March 2011
        October 2011
                                                                         CH Country Reach (without Facebook)                                     without face
 10 %
                                                                                                                                                                                  book
  9%

 8%

  7%

  6%          5.2 %
                           4.8 %              4.7 %
  4%

  3%                                                        2.9 %
                                                                         2.2 %      2.0 %
  2%                                                                                             1.8 %         1.6 %       1.4 %
                                                                                                                                       1.0 %
  1%                                                                                                                                                0.6 %         0.5 %             0.4 %         0.3 %
 0%
             twitter.com



                           dailymotion.com



                                             linkedin.com



                                                            flickr.com



                                                                         xing.com




                                                                                                              vimeo.com
                                                                                    orkut.com



                                                                                                myspace.com




                                                                                                                          tumblr.com



                                                                                                                                       hi5.com



                                                                                                                                                    scribd.com



                                                                                                                                                                 slideshare.net



                                                                                                                                                                                    twitpic.com



                                                                                                                                                                                                  ning.com
                                                                                                                                                                                                             28
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution / A. Comparison
CH Country av > Comparison - March 2011 vs October 2011

                             Comparison - March 2011 vs October 2011 CH average Visits per Visitors (AV)

           facebook.com         -72.3 %

        dailymotion.com         -52.0 %

             twitter.com         -48.5 %

              flickr.com         -35.0 %

           linkedin.com          -40.7 %

           myspace.com       -99.5 %

                hi5.com         -56.1 %

               xing.com          -48.7 %

              orkut.com         -59.3 %

              vimeo.com                                               712.5 %

             scribd.com          -43.3 %

             tumblr.com          -40.7 %

           slideshare.net         -26.7 %

                       -100 %          0%         100 %   200 %   300 %    400 %   500 %   600 %   700 %   800 %




                                                                                                                   29
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
average number of visits (AV)

      The average number of visits per user/month is sinking too. Stats do not take in account mobile
      apps’ use like Facebook and Twitter native apps and also third-party clients like Hootsuite,
      Tweetdeck, Seesmic, etc.

      • Facebook minus 72.3% (!) with an average of 7.2 visits per user/month in October (March: 26)
         See Facebook minus! slide #37

      • Twitter minus 48.5% (!) with 1.70 visits per user/month (March: 3.3)
      • Vimeo rockets to 712.5% but it must be a data aberration (or Vimeo started trending among
         mainstream audience. It’s a video platform with a very strong User Centered Design interface).




                                                                                                          30
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
average time on site (ATS) no graphic

      The user spends more time by visits and we see a clear raise since march on media oriented
      platforms like:

      • Dailymotion (+26% with 13''10'),
      • Vimeo (+57% with 8'),
      • Flickr (+14.3% with 8'),
      • Scribd (+55.9% with 5'30'').
      We need to keep in mind that statistics don’t tell what kind of content is shared and published.
      Quantity vs quality.

      • Facebook loses 8% (21'40''),
      • Twitter minus 4% (7'10'').


                                                                                                         31
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
the big fall

      MySpace has lost its shine facing Facebook, Youtube and other communities specialized in
      streaming music like Spotify, etc. According to some strategical faux-pas by MySpace, the
      company didn't catch up with Facebook's Page and the growing success of video media on
      Youtube, Vimeo and Dailymotion.

      • 350’000 UV (March) to 150’000 UV (October), which is minus 57.1%.
      • 4.7% reach (March) to 2% reach (October)
      • AV : 1.9 (March) to 0.01 (October). Close to zero.
      • ATS: 5’’40’ to 12’’20’. Maybe some users are spending time deleting their content...




                                                                                                  32
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
key findings

      A kind of slow down among users is happening around Facebook as suggested the
      GlobalWebIndex's in Wave 5 Trends report (August 2011): "Facebook is no longer the one stop
      shop for total internet experience". (Source: GlobalWebIndex). On top of that, users are
      increasingly connecting via mobile app or third party clients to their favorite social networks
      sites. The growing mobile adoption opens a boulevard to the most pervasive device for social use.




                                                                                                          33
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
key findings

      SoLoMo

      Information and media consumption is constantly changing. People are nomadic and rely
      actively on their smartphone to connect to their centers of interest. Users expect now to have a
      continuous personalized and contextual service in real-time. We call it SoLoMo: Social, Local,
      Mobile. According to comScore, the number of people accessing social networks sites using their
      mobile phone in France, Germany, Italy, Spain and UK has grown by 44%
      (Source: ComScore). Morgan Stanley Research expect mobile internet use to overpass desktop
      internet use by 2014. Finally, according to Adam Sarner from Gartner Inc., "by 2015, digital
      strategies, such as social and mobile marketing, will influence at least 80% of consumers’
      spending".




                                                                                                         34
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
key findings

      Consuming multimedia

      While using desktop devices, people seem to spend more time on exploring User Generated
      Content (UGC) platforms like Youtube, Vimeo (video), Flickr (image) and Slideshare, Scribd
      (documents). Consuming video, images and documents is done on every kind of devices but is
      probably more convenient on desktop devices set with large screens while working, studying,
      analyzing and collecting information; or even watching content with your family and friends on
      your TV using a home sharing feature like Apple TV. iPad: most of the users consume these
      platforms via their Safari browser so are included in the source of our statistics. Ipad penetration
      in Switzerland was of 110‘000 units in 2010. Forecasts for 2011 are planning about 300’000
      more units. (Source: ICTJournal and ComScore).




                                                                                                             35
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
key findings

      The Big 3

      Facebook, Twitter, Linkedin (and Youtube) settle down definitely as the Big 3 (4) and the less
      risk-taking combinaison. But beware of those kind of easy recipe, platforms must be selected
      accordingly to objectives not because your competitors are using them.




                                                                                                       36
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
key findings

      Facebook minus!

      Minus 72.3% visits per user/month is a dramatic fall. Although a constant increase of UV and
      reach, the decrease on AV (probably due to growing mobile use; mobile data is not tracked by
      our source Google DoubleClick Ad Planner) let us wondering if the effectiveness of special adds-
      on (called tabs or apps) built by agencies like landing pages, competitions, forms and other
      features are worth the try, because they are obviously invisible to users connecting through
      Facebook mobile app. Visibility of Social Ads like Facebook Ads and Sponsored Stories are also
      questionable. How are your going to reach your custormer?

      • UV: 4’600’000 (March) to 5’100’000 (October)
      • Reach: 61% (March) to 61.9% (October)
      • AV: 26 (March) to 7.2 (October) visits per user/month: minus 72.3% (!)
      • ATS: 23’’20‘ (March) to 21’’40’ (October)


                                                                                                         37
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
key findings

      Technological thought

      Technology has also reached a point of convergence: mobile devices, platforms and
      programming languages. Mobile use is more than mobile native apps exclusively available on
      dedicated stores like App Store or Androïd Store. There is a surge now of web apps: a mobile
      version of your website or a web service developed in HTML5. It offers much more opportunities
      and accessibility with less expensive development.




                                                                                                       38
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
key findings

      Brands priority

      Reasons why going mobile should be brands priority (source: Google Think Insights http://
      www.thinkwithgoogle.com/insights/featured/understanding-mobile-users/):

      1. 85% of mobile devices will be web enabled by next year.

      2. Mobile search has grown 4x in the past year.

      3. 1 in 3 mobile searches have local intent.

      4. 30% of restaurant searches are from mobile devices.




                                                                                                  39
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
recommandations

      ★ Strategy is key. If you don’t know why social media is important to your marketing strategy
           who will? First thing first: Do not focus on plateforms but objectives. Align social media
           objectives to your business and marketing objectives, understand your audience, what is the
           purpose of your social media program, what you will deliver, how you will engage and
           monitor. Only then select tools that fit accordingly to your objectives. Strategy first!

      ★ Deliver a seamless user experience from offline to digital marketing on every single
           touchpoint with the consumer: better product development, analyzing user behavior,
           defining user experience, great web design and tough service design.

      ★ Develop your brand on several platforms with purpose in order to build a rich and compelling
           storytelling that offers multiple touchpoints for your different targets.

      ★ Don't underestimate your clients and prospects: they don't make any difference between your
           brand online and your brand offline (in-store, hotline, event, etc.). For them your are one
           only brand.




                                                                                                         40
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution / B. Comparison
CH Country UV > Comparison - september 2009 vs October 2011

                                               Comparison - September 2009 vs October 2011 (CH Country UV)

         facebook.com                                                                           168 %

            twitter.com                                                                     147 %

          linkedin.com                                                                                     225 %

              flickr.com                                        -8 %

          myspace.com                                 -58 %

             scribd.com                                              23 %

         slideshare.net                                                                              193 %

         delicious.com                                      -25 %

               digg.com                           -77 %

        friendfeed.com                      -100 %

                          -100 %              -50 %               0%                50 %               100 %               150 %   200 %   250 %   300 %




                                                                                                                                                           41
      Note: Unique Visitors (UV) - The estimated, unduplicated number of people who visit a site over a specific month.
      With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution / B. Comparison
CH AV > Comparison - September 2009 vs October 2011

                         Comparison - September 2009 vs October 2011 (CH Average Visits per Visitor - AV)

        facebook.com                                                          -82.4 %

          twitter.com                                                         -81.7 %

           flickr.com                                                           -77.2 %

         linkedin.com                                                           -76.8 %

        myspace.com                                                 -99.9 %

           scribd.com                                                            -75.0 %

        slideshare.net                                                              -70.3 %

            digg.com                                                            -78.0 %

        delicious.com                                                              -72.1 %

                    -100 %      -90 %       -80 %   -70 %   -60 %    -50 %      -40 %        -30 %   -20 %   -10 %   0%




                                                                                                                          42
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution / B. Comparison
september 2009 vs October 2011

      Global evolution of social media adoption shows that use of social media has definitely become
      mainstream.

      • Increase by 168% for Facebook. Even if Facebook is still increasing its community and taking a
         lot of traffic from many other social networks, the adoption is slowing down. Adoption in
         developed countries has reached its maturity.

      • 147% for Twitter
      • 225% for Linkedin.
      • Youtube doesn’t deliver statistics for the Swiss market, it should have a strong reach according
         to reach scores in european countries (see slide 47 : Social Reach - Swiss Neighbors).

      • MySpace is sinking. This shows that what is considered mainstream or hype today can
         disappear tomorrow. Every single change or improvement social suppliers made to their
         services and product can be a success or can be a fatal strategic move. Today it is Facebook.
         Tomorrow who knows.

      • Delicious, a former Yahoo company, created a panic this year when a rumor invaded the net,
         just saying Yahoo would shut down the service. Finally users can sleep tight. Delicious has
         been sold to Avos Systems in April and is an ongoing service.
                                                                                                           43
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
key findings

      Social Media is not considered a fad anymore. Social media is full part of the digital marketing
      tools that helps brands grow and connect with their actual and future clients. Companies that
      keep away from taking part in the conversation choose to remain in the unknown of deaf and
      blind vision.

      The adoption of social media is now mainstream among users: we live in a post-digital world and
      the essence of social media is constant change. Nothing is granted. It means brands and their
      agencies have two missions: listening to their users and engaging them, plus keep exploring new
      technologies to stay competitive in this fast-moving world.

      While social media is still growing, we have now reached a new step toward maturity. We notice
      late user’s majority1 is joining the big 3 like Facebook, Twitter and Linkedin. Users of the first
      days reach a kind of disillusion: there are more and more devices and platforms, users don't have
      more time accordingly.

      As time goes by, more than 1 in 4 internet users in Switzerland are set with a smartphone and get
      to check less often their social media platform through a desktop device. Growing mobile use is
      key to that change. People check many times a day their social media profiles with their
      smartphone. More data, more information and the tease of real-time is the open door to feeling
      the Fear Of Missing Out (FOMO) syndroma.

      1. Diffusion of innovation - http://en.wikipedia.org/wiki/Diffusion_of_innovations                   44
Defining Social Networks in Switzerland 2011 #2



4. Social networks’ evolution
recommandations

      ★ Give it a try. Not planning for social media use is more risky than doing nothing.
      ★ Conversations about your brand happen with or whitout you, anywhere, anytime. You had
           better listen to be able to engage, learn and improve if necessary.

      ★ Do not focus blindly on the Big 3 (Facebook, Twitter, Linkedin), maybe they are not
           appropriate for your brand.

      ★ Do not think tools and plateforms. First define your objectives: what is the purpose of social
           media in your marketing strategy. Why should I use it? On what purpose?

      ★ Partner with reliable profesionals.




                                                                                                         45
5. Switzerland
and other countries
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
social reach - Europe & the world
                                                                 Social Reach - Swiss Neighbors (10.2011)
  90 %

  80 %

  70 %

  60 %

  50 %

  40 %

  30 %

  20 %

   10 %

   0%
                     Switzerland                            France                    Germany                    Italy           Global

                 facebook.com                youtube.com            twitter.com   wordpress.com   linkedin.com      orkut.com
                 dailymotion.com             flickr.com             tumblr.com    myspace.com     blogger.com       scribd.com



      Note: No data for Youtube Switzerland in Doubleclick AdPlanner.                                                                     47
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
social reach - Europe & the world
                                                                         Social Reach - Europe (10.2011)
  90 %

  80 %

  70 %

  60 %

  50 %

  40 %

  30 %

  20 %

   10 %

   0%
              Switzerland              France                Germany                Italy           UK            Spain         Netherlands   Global

                  facebook.com                youtube.com             twitter.com       wordpress.com    linkedin.com     orkut.com
                  dailymotion.com             flickr.com              tumblr.com        myspace.com      blogger.com      scribd.com



      Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner.                                                                        48
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
social reach - Europe & the world
                                                                         Social Reach - Global (10.2011)
  80 %


  70 %


  60 %


  50 %


  40 %


  30 %


  20 %


   10 %


   0%
                 Switzerland                         USA                       Russia               Brazil                  Japan          Global

                  facebook.com                  youtube.com             twitter.com     wordpress.com        linkedin.com     orkut.com
                  dailymotion.com               flickr.com              tumblr.com      myspace.com          blogger.com      scribd.com



      Note: No data for Youtube Switzerland in Doubleclick AdPlanner.                                                                               49
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
social reach - Europe & the world

      We observed the reach of a few platforms in 11 countries.

      • The Big 4 dominates global social networks sites usage: Facebook (World’s reach: 51%),
           Youtube (46.7%), Twitter (9.2%) and Linkedin (4.7%).

      • European social media sites like the French Dailymotion (video) and the German Xing
           (personal branding) have an impressive reach in their own country but less impact on a global
           scale.

      • The famous blogging platform Wordpress grab success with its free online solution.
      • Linkedin has an above average reach in the Netherlands (21.8%), because of solid programs
           and partnerships that helped raise awareness and engagement.

      • Twitter is rocketing with highest participation’s rate in the Netherlands (26.4%).
      • The Netherlands (26.4%), Brazil (19.7%) and Japan (21.5%) are still dominating global
           participation on Twitter.



                                                                                                           50
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
social reach - Europe & the world

      • Since 2009, Brazil has encountered a growing mobile phone adoption as landlines are
           expensive and pretty much reserved to wealthy citizens. Twitter is decreasing to 19.7% reach.

      • In Europe, Twitter get terrific reach in The Netherlands (26.4%), UK (15.10%), Spain
           (11.30%), Germany (7.7%), France (6.4%). Switzerland is not far from France, with 6.3%.

      Source - Twitter Brazil: http://www.time.com/time/world/article/0,8599,2026442,00.html




                                                                                                           51
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - networks look up


                                                        Social Reach - Facebook (10.2011)
 90 %

 80 %

 70 %

 60 %

 50 %

 40 %

 30 %

 20 %

 10 %
          61.1 %          67.5 %     61.9 %      81.4 %   81.6 %    74.7 %    68.3 %          75.2 %   23.9 %     67.9 %     17.7 %   51.0 %
  0%
                            France



                                       Germany
            Switzerland




                                                   UK



                                                            Italy



                                                                      Spain



                                                                                Netherlands



                                                                                                USA



                                                                                                         Russia



                                                                                                                    Brazil



                                                                                                                              Japan



                                                                                                                                        Global
                                                                                                                                                 52
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - networks look up


                                                             Social Reach - Youtube (10.2011)
 80 %

 70 %

 60 %

 50 %

 40 %

 30 %

 20 %

 10 %
             0%              56.1 %     51.4 %      61.5 %       61.7 %             0%      68.7 %          62.5 %   42.6 %     75.1 %    50.8 %    46.7 %
  0%
                               France



                                          Germany
               Switzerland




                                                       UK



                                                                    Italy



                                                                                    Spain



                                                                                              Netherlands



                                                                                                              USA



                                                                                                                       Russia



                                                                                                                                 Brazil



                                                                                                                                            Japan



                                                                                                                                                      Global
        Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner.
                                                                                                                                                               53
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - networks look up


                                                        Social Reach - Twitter (10.2011)
 30 %


 25 %


 20 %


 15 %


 10 %


  5%

          5.1 %           6.2 %     6.3 %      16.1 %     5.7 %    12.2 %    26.4 %          13.5 %   8.4 %     19.7 %    21.5 %   9.2 %
  0%
                           France



                                     Germany
            Switzerland




                                                UK



                                                           Italy



                                                                     Spain



                                                                               Netherlands



                                                                                              USA



                                                                                                       Russia



                                                                                                                 Brazil



                                                                                                                           Japan



                                                                                                                                    Global
                                                                                                                                             54
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - networks look up


                                                      Social Reach - Flickr (10.2011)
 8%

 7%

 6%

 5%

 4%

 3%

 2%

 1%
         2.9 %           2.6 %     3.2 %      7.5 %    3.9 %    5.7 %    5.2 %          5.8 %   1.5 %     4.3 %     1.8 %    3.2 %
 0%
                          France



                                    Germany
           Switzerland




                                               UK



                                                        Italy



                                                                 Spain



                                                                          Netherlands



                                                                                         USA



                                                                                                 Russia



                                                                                                           Brazil



                                                                                                                     Japan



                                                                                                                              Global
                                                                                                                                       55
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - networks look up


                                                        Social Reach - Linkedin (10.2011)
 30 %


 25 %


 20 %


 15 %


 10 %


  5%

          4.7 %           4.3 %     2.4 %      12.1 %     5.2 %     7.6 %    21.8 %          12.3 %   1.1 %     4.7 %     0.4 %    4.7 %
  0%
                           France



                                     Germany
            Switzerland




                                                UK



                                                            Italy



                                                                     Spain



                                                                               Netherlands



                                                                                               USA



                                                                                                       Russia



                                                                                                                 Brazil



                                                                                                                           Japan



                                                                                                                                    Global
                                                                                                                                             56
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - networks look up


                                                      Social Reach - Tumblr (10.2011)
 6%


 5%


 4%


 3%


 2%


 1%

         1.5 %           1.8 %     2.2 %      4.7 %     1.7 %    2.5 %    2.5 %          5.3 %   1.3 %     4.8 %     2.2 %    2.2 %
 0%
                          France



                                    Germany
           Switzerland




                                               UK



                                                         Italy



                                                                  Spain



                                                                           Netherlands



                                                                                          USA



                                                                                                  Russia



                                                                                                            Brazil



                                                                                                                      Japan



                                                                                                                               Global
                                                                                                                                        57
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - networks look up

      Facebook - Has reached a kind of maturity and is now extending its services with new built-in
      features, like Spotify (social music streaming). Usage is also flocking to mobile use with brand
      new apps for smartphone et tablets. This mobile adoption justify a less stunning progression
      than ever before in our report.

      Youtube - People spend more time watching videos. Statistics here don't reflect the surge of
      video use through mobile device: Mobile subscription are cheaper and give access to more data
      download per month. The Youtube site redesign released on early December 2011 will for sure
      help grow traffic. User interface improvements and a better user experience is meant for helping
      to develop loyalty to the service. On top of that, Google is revamping and developing strong
      connection between their products and has launched a promising Think Insights (source: http://
      www.thinkwithgoogle.com/insights/)

      Twitter - Since the beginning, the access to Twitter has been available through various desktop
      and mobile clients. According to comScore, Twitter has doubled its mobile audience in 2011.




                                                                                                         58
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - networks look up

      Flickr - Globally on the loss. Flickr didn't catch and adapt its platform to mobile growing
      adoption. Companies like Instagram (5 million users and 200 million photos in less than one
      year for an exclusive iPhone app. It took Flickr 2 years to reach the 100 million milestone. -
      source: http://statspotting.com/2011/09/instagram-statistics-over-200-million-photos-
      total-50-million-in-august-alone/) did catch the opportunity of mobile phone's camera feature
      you carry with you everywhere and built a terrific app. Taking pictures is a basic feature, but
      enhancing them with arty filters and sharing them on several social networks at a glance is a
      powerful way to spread your DNA whether you are a commercial brand or a personal brand.

      LinkedIn - Keeping the same shape in every country on a desktop basis. According to comScore
      Linkedin has doubled its mobile audience in one year. Connecting professionnals, taking part in
      groups to share once expertise, having a company page to promote products, news and job
      descriptions. The job search market is definitely migrating to social networks site and digital
      world. Googlelizing a future employee gives an snapshot of its network and let you identify
      weakness in their resume.

      Tumblr - The niche blog that uses a kind of Facebook-like and retweet-like feature help spread
      content from desktop as from mobile. On the rise in UK, Spain, USA and Brazil.


                                                                                                        59
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - type of networks

                                                                       Social Reach - Video (10.2011)
        80 %
                                                                                                                           75.1 %

        70 %                                                                            68.7 %

                                                        61.5 %       61.7 %                       62.5 %
        60 %                 56.1 %
                                          51.4 %                                                                                       50.8 %
        50 %                                                                                                                                      46.7 %
                                                                                                              42.6 %
        40 %


        30 %


        20 %


        10 %

                 0%                                                               0%
         0%
                Switzerland France           Germany         Italy         UK      Spain Netherlands    USA       Russia      Brazil      Japan      Global


                     youtube.com              dailymotion.com               vimeo.com      ustream.tv         blip.tv


      Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner.                                                                               60
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - type of networks

                                                                       Social Reach - Pictures (10.2011)
        8%
                                                         7.5 %

        7%


        6%                                                                       5.7 %               5.8 %
                                                                                            5.2 %
        5%
                                                                                                                         4.3 %
                                                                       3.9 %
        4%
                                           3.2 %                                                                                              3.2 %
                2.9 %
        3%                   2.6 %

        2%                                                                                                                          1.8 %
                                                                                                               1.5 %

        1%


        0%
               Switzerland France           Germany          Italy         UK        Spain Netherlands   USA    Russia     Brazil     Japan     Global


                      flickr.com              twitpic.com               picasa.com


      Note: No data for Picasa Switzerland in Doubleclick AdPlanner.                                                                                     61
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - type of networks

                                                  Social Reach - Personal Branding (10.2011)
        25 %

                                                                            21.8 %

        20 %




         15 %

                                              12.1 %                                  12.3 %


        10 %
                                                                   7.6 %

                                                          5.2 %
                4.7 %    4.3 %                                                                              4.7 %                  4.7 %
         5%
                                     2.4 %
                                                                                                 1.1 %
                                                                                                                        0.4 %
         0%
                Switzerland France    Germany     Italy       UK      Spain Netherlands   USA      Russia      Brazil      Japan     Global


                   linkedin.com       xing.com         plaxo.com      gist.com       naymz.com


                                                                                                                                              62
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - type of networks

                                                          Social Reach - Blogging (10.2011)
        20 %



                                                                    16.3 %
                                                                                                              14.8 %
         15 %




                                             10.0 %       10.1 %
        10 %                                                                           9.3 %
                                                                              8.4 %
                                                                                                                                     6.9 %
                                     6.3 %
                5.7 %    5.7 %
         5%                                                                                       4.3 %

                                                                                                                          2.4 %



         0%
                Switzerland France    Germany     Italy        UK       Spain Netherlands   USA      Russia      Brazil      Japan       Global


                   wordpress.com        blogger.com        tumblr.com        typepad.com       posterous.com           movabletype.com


                                                                                                                                                  63
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
Social reach - type of networks

                                                            Social Reach - Collecting (10.2011)
                                                                         4.0 %
        4%
                                                                                                               3.6 %



        3%




        2%

                                                                                                                                  1.5 %

                                                  1.1 %
                                                                                  1.0 %    1.0 %
        1%                                                   0.9 %
                         0.6 %      0.6 %
              0.5 %                                                                                  0.5 %
                                                                                                                         0.2 %

        0%
              Switzerland France    Germany         Italy       UK         Spain Netherlands   USA    Russia    Brazil    Japan    Global

               scribd.com                slideshare.net              digg.com
               stumbleupon.com           delicious.com               reddit.com


                                                                                                                                            64
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
key findings

      Image and video are easy and ambient formats to convey an atmosphere. Mobile phones now
      offer powerful and reliable built-in cameras that help users in sharing in real-time pictures and
      videos on social networks and/or blogging platforms. Video and image use will keep growing as
      bandwith is increasing and telecom subscriptions cheaper. Keep it in mind!

      Youtube takes it all. However not every video platform convey neither the same philosophy and
      type of content nor respond to the same need and attract the same kind of users and
      contributors. Vimeo is an interesting niche network with very neat and demanding community:
      commercial content is not tolerated, but creatives, agencies, directors, etc. are very welcome. You
      won't find any kitten and baby-only videos there but truly arty and specialized content.

      Vimeo has an equivalent in the photo segment: Instagram. We have already declared our love for
      that picture app (see "Picturize your life - Pimp your everyday" in Defining Social Networks in
      Switzerland - Issue 2011#1). Apart from filters and geolocation, the simple use and sharing
      features help spread the content to different mainstream social networks sites (Facebook,
      Twitter, Tumblr, Posterous, Foursquare, Flickr) which in turn make not only the content visible,
      but Instagram app itself. It means niche communities have found a smart way to drive back
      mainstream communities to their services. We also observe the emergence of niche communities
      like Pinterest that offer personalization and helps users collect and share content on purpose.

                                                                                                            65
Defining Social Networks in Switzerland 2011 #2



5. Switzerland and other countries
key findings

      Niche social networks like Foursquare and Instagram that had huge social media and PR
      coverage in 2011 only catch up with few marketers and brands. Although reach is high among
      Swiss early adopters (which means lots of influencers), marketers and brands seem reluctant to
      explore those communities because they are not mainstream enough. As a result, some vivid
      early users of Foursquare quit the service because of lack of sufficient critical mass to have the
      full Foursquare’s experience. In Switzerland, we are currently not using these two networks
      properly for brands.

      Companies and users create huge amount of data. Some is forgettable, but others should remain
      available. Brands should think about archiving and making their content searchable. The best
      use of social media is having a self-hosted blog and cross-posting content on several social
      networks sites. Collecting and gathering information is capturing on-the-fly the content brands
      create and spread: videos, pictures, streaming webcasts users can watch and download long after
      the event, weekly dose of your brand through podcasts, webinars, white papers, blog posts, etc.

      Sky is the limit.



                                                                                                           66
6. about relax in the air
We think and design user experiences
for a digital world.
Just relax. Together we can make it simple.
we are really good at
STRATEGY
Social audit / Brand-communication
strategic Planning
Social media program
interaction
Interface audit
Multi plateforms content Strategy
interaction design
DESIGN
Digital branding
Visual experience
process
Research                            Integration                    Interaction design

    Data collect              Vision             Content Architecture                      Quality control

              Strategy                  Collaboration              User experience               Training

        Analysis                  Ideation                  Iteration                      User testing

                   Planning                          Prototyping                 Visual design



Business Opportunities _____________________________________________________________________
____________________ Technology Trends ___________________________________________________
_______ Social Media Trends ______________________________________________________________
_______________________________ Market trends __________________________________________
____________________________________ User Centered Design _________________________________
___________________ Design Thinking ____________________________________________________
_______________________________________ Service Design __________________________________
_____________________________________________________ Consulting ______________________
we believe
The vision, knowledge and skills of each
contributor leads to a solution. It is a process,
a combination and not a sum.
We integrate our clients' teams to access the
problem as a whole while keeping a distance
for advice.
we also share
apps/websites reviews
talks
videos
OFFICE
  Relax In The Air Sàrl
  Rue de Genève 97
  CH-1004 Lausanne
  hello@relaxintheair.com


  www.relaxintheair.com
  www.twitter.com/relaxintheair
  www.linkedin.com/company/relax-in-the-air
  www.facebook.com/relaxintheair


MANAGEMENT
  Sabine DUFAUX, Co-Founder & Strategic Planner
  sabine@relaxintheair.com - +41 79 745 30 74 - www.twitter.com/sdufaux


  MC CASAL, Co-Founder & Digital Art Director
  mc@relaxintheair.com - +41 76 539 77 01 - www.twitter.com/mccasal
defining
social networks
in switzerland
Issue Fall 2011#2
Next issue: Spring 2012

Copyright 2011 © Relax In The Air




a RITAreport

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Defining Social Networks in Switzerland 2011#2

  • 1. defining social networks in switzerland Issue Fall 2011#2 Relax In The Air a RITAreport
  • 2. defining social networks in switzerland 2011 #2 foreword This report is about social media networks that change our everyday life. Since September 2009, Defining Social Networks in Switzerland has been tracking social networks site usage in Switzerland. This report has two issues a year: Spring & Fall. We choose to make this report as transportable as can be to suit all your reader’s needs. It is freely available for online reading on Slideshare http://slidesha.re/RITAr20112. The report as PDF is available for free download on our site: http://report.relaxintheair.com. ................................................................................................ For more questions, inquiries, workshops, feel free to contact us: hello@relaxintheair.com. Call the editors Sabine Dufaux +41 79 745 30 74 MC Casal + 41 76 539 77 01 Follow us on Website relaxintheair.com Linkedin www.linkedin.com/company/relax-in-the-air Twitter @relaxintheair Facebook www.facebook.com/relaxintheair 2
  • 3. defining social networks in switzerland 2011 #2 table of content 1. Introduction ........................................................................................... 2. Methodology & Sources ........................................................................................... 3. Snapshot of Switzerland - issue 2011#2 ........................................................................................... 4. Social Networks Evolution A. Comparison - Unique Visitors (UV) score 2011#1 (March) vs 2011#2 (October) • Unique Visitors (UV) • Average Number of Visits (AV) • Average Time on Site (ATS) • The big fall • Key Findings - SoLoMo - Consuming multimedia - The Big 3 - Facebook Minus - Technological thought - Brands priority • Recommandations 3
  • 4. defining social networks in switzerland 2011 #2 table of content 4. Social Networks Evolution B. Comparison - Unique Visitors (UV) score September 2009 vs 2011#2 (October 2011) • Key findings • Recommandations ........................................................................................... 5. switzerland and other countries • Europe & the World • Networks lookup • Some types of networks • Key findings ........................................................................................... 6. about relax in the air 4
  • 5. 1. introduction © Bob Jackson
  • 6. Defining Social Networks in Switzerland 2011 #2 1. introduction There are a lot of studies about social media in Europe. Surprisingly Switzerland is seldom monitored or part of European studies. The present issue 2011#2 is the result of collecting and analyzing statistics for mainstream social networks sites in Switzerland and abroad. Hence analyzing traffic and use of social networks sites we observed user behavior and noticed Swiss market has changed since 2009: • Social networks sites in Switzerland are dominated by the Big 3 (abroad called the Big 4, with Youtube): Facebook, Twitter, Linkedin. • Since the first issue of the present report in September 2009, the evolution has shown that niche markets cannot compete on the same level that the Big 4. This doesn’t mean marketers should not explore that niche’s path. • Mobile adoption is exponentialy growing. Desktop use is in decline while users get used to mobile devices like smartphones and tablets. 6
  • 8. Defining Social Networks in Switzerland 2011 #2 2. methodology & sources Data come from Google Doubleclick Ad Planner, October 2011. We don’t take this data for granted. As you know, figures are only figures. Nonetheless we are interested in having the same sources on a large time span in order to see the evolution of media consumption. Raw data was collected for a selection of 65 sites and social platforms, covering 11 countries: Switzerland, France, Germany, Italy, UK, Spain, Netherlands, USA, Russia, Brazil and Japan. The analysis reflects the 15 most popular social networks in Switzerland. Data about third-party applications like desktop apps or mobile apps are not included in this report. backtype.com gist.com orkut.com tweetdeck.com bebo.com googlewave.com paper.li twitpic.com blip.tv gowalla.com peoplebrowser.com twitter.com blogger.com hi5.com picasa.com typepad.com brightkite.com hollrr.com plancast.com ubervu.com dailymotion.com hootsuite.com plaxo.com uservoice.com deezer.com identi.ca posterous.com ustream.tv delicious.com instagr.am qik.com vimeo.com digg.com itunes.com quora.com wikipedia.com disqus.com last.fm reddit.com wordpress.com evernote.com lifestream.fm salesforce.com xing.com facebook.com linkedin.com scribd.com yammer.com flickr.com mixx.com scvngr.com yelp.com foursquare.com movabletype.com seesmic.com youtube.com friendfeed.com myspace.com slideshare.net friendster.com naymz.com stumbleupon.com getsatisfaction.com ning.com tumblr.com 8
  • 9. Defining Social Networks in Switzerland 2011 #2 2. methodology & sources disclaimer All figures are from one source: Google Doubleclick Ad Planner. We only analyze website traffic. Google Doubleclick Ad Planner does not take in count: native mobile application use, neither third party clients. Google company does not deliver any statistics for the Swiss market about the use of its own services like Youtube, Picasa, Google+, except Blogger. Of course it does not mean that Swiss people do not use those platforms. 9
  • 10. Defining Social Networks in Switzerland 2011 #2 2. methodology & sources what is our report? • Issued since 2009 • Focus on the top 15 social networks site in Switzerland market • 2 issues a year • Collecting data from Doubleclick Ad Planner by Google • 11 markets coared in issue 2011#2 • 65 platforms scanned • Website trafic only, no statistics for mobile apps 10
  • 11. Defining Social Networks in Switzerland 2011 #2 2. methodology & sources methodology data gathering analyse insight strategy action roi 11
  • 12. Defining Social Networks in Switzerland 2011 #2 2. methodology & sources available since Famous social networks sites were founded in... 2003 > Myspace 2003 > Linkedin 2004 > Facebook (university network) 2005 > Youtube 2005 > FlickR 2006 > Facebook (opened to the public) 2006 > Twitter 2007 > Tumblr 2009 > Foursquare 2009 > Spotify 2010 > Instagram 2011 > Google+ 12
  • 13. 3. Snapshot of Switzerland
  • 14. Defining Social Networks in Switzerland 2011 #2 3. Snapshot of Switzerland - issue 2011#2 unique visitors (UV) TOP 15 Unique Visitors CH - Unique Visitors - UV (10.2011) 6'000'000 5'100'000 5'000'000 4'000'000 3'000'000 2'000'000 1'000'000 420'000 390'000 390'000 240'000 180'000 160'000 150'000 130'000 110'000 84'000 48'000 44'000 30'000 22'000 0 facebook.com twitter.com linkedin.com dailymotion.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 14 Note: Unique Visitors (UV) - The estimated, unduplicated number of people who visit a site over a specific month. With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.
  • 15. Defining Social Networks in Switzerland 2011 #2 3. Snapshot of Switzerland - issue 2011#2 reach (%) TOP 15 Reach CH - Reach (10.2011) 70 % 61.9 % 60 % 50 % 40 % 30 % 20 % 10 % 5.2 % 4.7 % 4.8 % 2.9 % 2.2 % 2.0 % 1.8 % 1.6 % 1.4 % 1.0 % 0.6 % 0.5 % 0% facebook.com twitter.com linkedin.com dailymotion.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net 15
  • 16. Defining Social Networks in Switzerland 2011 #2 3. Snapshot of Switzerland - issue 2011#2 age TOP 15 CH - Age Span (10.2011) facebook.com 0-17 18-24 twitter.com 25-34 linkedin.com 35-44 45-54 dailymotion.com 55-64 65 flickr.com xing.com orkut.com myspace.com vimeo.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 0% 25 % 50 % 75 % 100 % Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 16
  • 17. Defining Social Networks in Switzerland 2011 #2 3. Snapshot of Switzerland - issue 2011#2 male / female balance TOP 15 CH - Male/Female Balance (10.2011) facebook.com H F twitter.com linkedin.com dailymotion.com flickr.com xing.com orkut.com myspace.com vimeo.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 0% 25 % 50 % 75 % 100 % Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 17
  • 18. Defining Social Networks in Switzerland 2011 #2 3. Snapshot of Switzerland - issue 2011#2 average visits per visitor TOP 15 CH - Average Visits per Visitor/month - AV (10.2011) 15.0 12.5 CH 10.0 7.5 5.0 2.5 0 facebook.com twitter.com linkedin.com dailymotion.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 18
  • 19. Defining Social Networks in Switzerland 2011 #2 3. Snapshot of Switzerland - issue 2011#2 average visits per visitor TOP 15 Average Visits per Visitor/month - AV (10.2011) 15.0 CH Global 12.5 10.0 7.5 5.0 2.5 0 facebook.com twitter.com linkedin.com dailymotion.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 19
  • 20. Defining Social Networks in Switzerland 2011 #2 3. Snapshot of Switzerland - issue 2011#2 average time on site TOP 15 CH - Average Time on Site - ATS (in min.) (10.2011) 30 25 CH 20 15 10 5 0 facebook.com twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 20
  • 21. Defining Social Networks in Switzerland 2011 #2 3. Snapshot of Switzerland - issue 2011#2 average time on site TOP 15 Average Time on Site - ATS (in min.) (10.2011) 30 25 CH Global 20 15 10 5 0 facebook.com twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 21
  • 23. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution / A. Comparison TOP 15 CH Country UV > Comparison - March 2011 vs October 2011 March 2011 October 2011 CH Country UV 6'000'000 5'100'000 4'800'000 3'600'000 2'400'000 1'200'000 420'000 390'000 390'000 240'000 180'000 160'000 150'000 130'000 110'000 84'000 48'000 44'000 30'000 22'000 0 facebook.com twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 23 Note: Unique Visitors (UV) - The estimated, unduplicated number of people who visit a site over a specific month. With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.
  • 24. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution / A. Comparison TOP 15 CH Country UV > Comparison - March 2011 vs October 2011 March 2011 October 2011 CH Country UV (without Facebook) without face 700'000 book 600'000 500'000 420'000 390'000 390'000 400'000 300'000 240'000 200'000 180'000 160'000 150'000 130'000 110'000 100'000 84'000 48'000 44'000 30'000 22'000 0 twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 24 Note: Unique Visitors (UV) - The estimated, unduplicated number of people who visit a site over a specific month. With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.
  • 25. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution / A. Comparison TOP 15 CH Country UV > Comparison - March 2011 vs October 2011 Comparison - March 2011 vs October 2011 (CH Country UV) facebook.com 10.9 % twitter.com -10.6 % dailymotion.com -43.5 % linkedin.com 2.6 % flickr.com -44.2 % xing.com -10.0 % orkut.com -5.9 % myspace.com -57.1 % vimeo.com -13.3 % tumblr.com 0% hi5.com -58.0 % scribd.com -60.0 % slideshare.net -6.4 % twitpic.com 0% ning.com -43.6 % -60 % -50 % -40 % -30 % -20 % -10 % 0% 10 % 20 % 25 Note: Unique Visitors (UV) - The estimated, unduplicated number of people who visit a site over a specific month. With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.
  • 26. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution unique visitors (uv) In the last six month, UV statistics are sinking for most of the networks excepting Facebook. Since March, Facebook has gained slight traffic and levels off with 5'100'000 UV in October 2011. With 61.1% reach in October (March: 61%), Switzerland is far above worldwide average: 51 % (March: 46.7'%). • The big 3 in Switzerland: Facebook, Twitter, Linkedin • Twitter goes down to 5.2% (March: 6.3%). • Linkedin is on the loss with 4.7% (March: 5.1%). 26
  • 27. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution / A. Comparison TOP 15 CH Country reach > Comparison - March 2011 vs October 2011 March 2011 October 2011 CH Country Reach 70 % 61.9 % 60 % 50 % 40 % 30 % 20 % 10 % 5.2 % 4.8 % 4.7 % 2.9 % 2.2 % 2.0 % 1.8 % 1.6 % 1.4 % 1.0 % 0.6 % 0.5 % 0.4 % 0.3 % 0% facebook.com twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 27
  • 28. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution / A. Comparison CH Country reach > Comparison - March 2011 vs October 2011 March 2011 October 2011 CH Country Reach (without Facebook) without face 10 % book 9% 8% 7% 6% 5.2 % 4.8 % 4.7 % 4% 3% 2.9 % 2.2 % 2.0 % 2% 1.8 % 1.6 % 1.4 % 1.0 % 1% 0.6 % 0.5 % 0.4 % 0.3 % 0% twitter.com dailymotion.com linkedin.com flickr.com xing.com vimeo.com orkut.com myspace.com tumblr.com hi5.com scribd.com slideshare.net twitpic.com ning.com 28
  • 29. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution / A. Comparison CH Country av > Comparison - March 2011 vs October 2011 Comparison - March 2011 vs October 2011 CH average Visits per Visitors (AV) facebook.com -72.3 % dailymotion.com -52.0 % twitter.com -48.5 % flickr.com -35.0 % linkedin.com -40.7 % myspace.com -99.5 % hi5.com -56.1 % xing.com -48.7 % orkut.com -59.3 % vimeo.com 712.5 % scribd.com -43.3 % tumblr.com -40.7 % slideshare.net -26.7 % -100 % 0% 100 % 200 % 300 % 400 % 500 % 600 % 700 % 800 % 29
  • 30. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution average number of visits (AV) The average number of visits per user/month is sinking too. Stats do not take in account mobile apps’ use like Facebook and Twitter native apps and also third-party clients like Hootsuite, Tweetdeck, Seesmic, etc. • Facebook minus 72.3% (!) with an average of 7.2 visits per user/month in October (March: 26) See Facebook minus! slide #37 • Twitter minus 48.5% (!) with 1.70 visits per user/month (March: 3.3) • Vimeo rockets to 712.5% but it must be a data aberration (or Vimeo started trending among mainstream audience. It’s a video platform with a very strong User Centered Design interface). 30
  • 31. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution average time on site (ATS) no graphic The user spends more time by visits and we see a clear raise since march on media oriented platforms like: • Dailymotion (+26% with 13''10'), • Vimeo (+57% with 8'), • Flickr (+14.3% with 8'), • Scribd (+55.9% with 5'30''). We need to keep in mind that statistics don’t tell what kind of content is shared and published. Quantity vs quality. • Facebook loses 8% (21'40''), • Twitter minus 4% (7'10''). 31
  • 32. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution the big fall MySpace has lost its shine facing Facebook, Youtube and other communities specialized in streaming music like Spotify, etc. According to some strategical faux-pas by MySpace, the company didn't catch up with Facebook's Page and the growing success of video media on Youtube, Vimeo and Dailymotion. • 350’000 UV (March) to 150’000 UV (October), which is minus 57.1%. • 4.7% reach (March) to 2% reach (October) • AV : 1.9 (March) to 0.01 (October). Close to zero. • ATS: 5’’40’ to 12’’20’. Maybe some users are spending time deleting their content... 32
  • 33. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution key findings A kind of slow down among users is happening around Facebook as suggested the GlobalWebIndex's in Wave 5 Trends report (August 2011): "Facebook is no longer the one stop shop for total internet experience". (Source: GlobalWebIndex). On top of that, users are increasingly connecting via mobile app or third party clients to their favorite social networks sites. The growing mobile adoption opens a boulevard to the most pervasive device for social use. 33
  • 34. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution key findings SoLoMo Information and media consumption is constantly changing. People are nomadic and rely actively on their smartphone to connect to their centers of interest. Users expect now to have a continuous personalized and contextual service in real-time. We call it SoLoMo: Social, Local, Mobile. According to comScore, the number of people accessing social networks sites using their mobile phone in France, Germany, Italy, Spain and UK has grown by 44% (Source: ComScore). Morgan Stanley Research expect mobile internet use to overpass desktop internet use by 2014. Finally, according to Adam Sarner from Gartner Inc., "by 2015, digital strategies, such as social and mobile marketing, will influence at least 80% of consumers’ spending". 34
  • 35. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution key findings Consuming multimedia While using desktop devices, people seem to spend more time on exploring User Generated Content (UGC) platforms like Youtube, Vimeo (video), Flickr (image) and Slideshare, Scribd (documents). Consuming video, images and documents is done on every kind of devices but is probably more convenient on desktop devices set with large screens while working, studying, analyzing and collecting information; or even watching content with your family and friends on your TV using a home sharing feature like Apple TV. iPad: most of the users consume these platforms via their Safari browser so are included in the source of our statistics. Ipad penetration in Switzerland was of 110‘000 units in 2010. Forecasts for 2011 are planning about 300’000 more units. (Source: ICTJournal and ComScore). 35
  • 36. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution key findings The Big 3 Facebook, Twitter, Linkedin (and Youtube) settle down definitely as the Big 3 (4) and the less risk-taking combinaison. But beware of those kind of easy recipe, platforms must be selected accordingly to objectives not because your competitors are using them. 36
  • 37. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution key findings Facebook minus! Minus 72.3% visits per user/month is a dramatic fall. Although a constant increase of UV and reach, the decrease on AV (probably due to growing mobile use; mobile data is not tracked by our source Google DoubleClick Ad Planner) let us wondering if the effectiveness of special adds- on (called tabs or apps) built by agencies like landing pages, competitions, forms and other features are worth the try, because they are obviously invisible to users connecting through Facebook mobile app. Visibility of Social Ads like Facebook Ads and Sponsored Stories are also questionable. How are your going to reach your custormer? • UV: 4’600’000 (March) to 5’100’000 (October) • Reach: 61% (March) to 61.9% (October) • AV: 26 (March) to 7.2 (October) visits per user/month: minus 72.3% (!) • ATS: 23’’20‘ (March) to 21’’40’ (October) 37
  • 38. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution key findings Technological thought Technology has also reached a point of convergence: mobile devices, platforms and programming languages. Mobile use is more than mobile native apps exclusively available on dedicated stores like App Store or Androïd Store. There is a surge now of web apps: a mobile version of your website or a web service developed in HTML5. It offers much more opportunities and accessibility with less expensive development. 38
  • 39. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution key findings Brands priority Reasons why going mobile should be brands priority (source: Google Think Insights http:// www.thinkwithgoogle.com/insights/featured/understanding-mobile-users/): 1. 85% of mobile devices will be web enabled by next year. 2. Mobile search has grown 4x in the past year. 3. 1 in 3 mobile searches have local intent. 4. 30% of restaurant searches are from mobile devices. 39
  • 40. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution recommandations ★ Strategy is key. If you don’t know why social media is important to your marketing strategy who will? First thing first: Do not focus on plateforms but objectives. Align social media objectives to your business and marketing objectives, understand your audience, what is the purpose of your social media program, what you will deliver, how you will engage and monitor. Only then select tools that fit accordingly to your objectives. Strategy first! ★ Deliver a seamless user experience from offline to digital marketing on every single touchpoint with the consumer: better product development, analyzing user behavior, defining user experience, great web design and tough service design. ★ Develop your brand on several platforms with purpose in order to build a rich and compelling storytelling that offers multiple touchpoints for your different targets. ★ Don't underestimate your clients and prospects: they don't make any difference between your brand online and your brand offline (in-store, hotline, event, etc.). For them your are one only brand. 40
  • 41. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution / B. Comparison CH Country UV > Comparison - september 2009 vs October 2011 Comparison - September 2009 vs October 2011 (CH Country UV) facebook.com 168 % twitter.com 147 % linkedin.com 225 % flickr.com -8 % myspace.com -58 % scribd.com 23 % slideshare.net 193 % delicious.com -25 % digg.com -77 % friendfeed.com -100 % -100 % -50 % 0% 50 % 100 % 150 % 200 % 250 % 300 % 41 Note: Unique Visitors (UV) - The estimated, unduplicated number of people who visit a site over a specific month. With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.
  • 42. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution / B. Comparison CH AV > Comparison - September 2009 vs October 2011 Comparison - September 2009 vs October 2011 (CH Average Visits per Visitor - AV) facebook.com -82.4 % twitter.com -81.7 % flickr.com -77.2 % linkedin.com -76.8 % myspace.com -99.9 % scribd.com -75.0 % slideshare.net -70.3 % digg.com -78.0 % delicious.com -72.1 % -100 % -90 % -80 % -70 % -60 % -50 % -40 % -30 % -20 % -10 % 0% 42
  • 43. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution / B. Comparison september 2009 vs October 2011 Global evolution of social media adoption shows that use of social media has definitely become mainstream. • Increase by 168% for Facebook. Even if Facebook is still increasing its community and taking a lot of traffic from many other social networks, the adoption is slowing down. Adoption in developed countries has reached its maturity. • 147% for Twitter • 225% for Linkedin. • Youtube doesn’t deliver statistics for the Swiss market, it should have a strong reach according to reach scores in european countries (see slide 47 : Social Reach - Swiss Neighbors). • MySpace is sinking. This shows that what is considered mainstream or hype today can disappear tomorrow. Every single change or improvement social suppliers made to their services and product can be a success or can be a fatal strategic move. Today it is Facebook. Tomorrow who knows. • Delicious, a former Yahoo company, created a panic this year when a rumor invaded the net, just saying Yahoo would shut down the service. Finally users can sleep tight. Delicious has been sold to Avos Systems in April and is an ongoing service. 43
  • 44. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution key findings Social Media is not considered a fad anymore. Social media is full part of the digital marketing tools that helps brands grow and connect with their actual and future clients. Companies that keep away from taking part in the conversation choose to remain in the unknown of deaf and blind vision. The adoption of social media is now mainstream among users: we live in a post-digital world and the essence of social media is constant change. Nothing is granted. It means brands and their agencies have two missions: listening to their users and engaging them, plus keep exploring new technologies to stay competitive in this fast-moving world. While social media is still growing, we have now reached a new step toward maturity. We notice late user’s majority1 is joining the big 3 like Facebook, Twitter and Linkedin. Users of the first days reach a kind of disillusion: there are more and more devices and platforms, users don't have more time accordingly. As time goes by, more than 1 in 4 internet users in Switzerland are set with a smartphone and get to check less often their social media platform through a desktop device. Growing mobile use is key to that change. People check many times a day their social media profiles with their smartphone. More data, more information and the tease of real-time is the open door to feeling the Fear Of Missing Out (FOMO) syndroma. 1. Diffusion of innovation - http://en.wikipedia.org/wiki/Diffusion_of_innovations 44
  • 45. Defining Social Networks in Switzerland 2011 #2 4. Social networks’ evolution recommandations ★ Give it a try. Not planning for social media use is more risky than doing nothing. ★ Conversations about your brand happen with or whitout you, anywhere, anytime. You had better listen to be able to engage, learn and improve if necessary. ★ Do not focus blindly on the Big 3 (Facebook, Twitter, Linkedin), maybe they are not appropriate for your brand. ★ Do not think tools and plateforms. First define your objectives: what is the purpose of social media in your marketing strategy. Why should I use it? On what purpose? ★ Partner with reliable profesionals. 45
  • 47. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries social reach - Europe & the world Social Reach - Swiss Neighbors (10.2011) 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0% Switzerland France Germany Italy Global facebook.com youtube.com twitter.com wordpress.com linkedin.com orkut.com dailymotion.com flickr.com tumblr.com myspace.com blogger.com scribd.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 47
  • 48. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries social reach - Europe & the world Social Reach - Europe (10.2011) 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0% Switzerland France Germany Italy UK Spain Netherlands Global facebook.com youtube.com twitter.com wordpress.com linkedin.com orkut.com dailymotion.com flickr.com tumblr.com myspace.com blogger.com scribd.com Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 48
  • 49. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries social reach - Europe & the world Social Reach - Global (10.2011) 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0% Switzerland USA Russia Brazil Japan Global facebook.com youtube.com twitter.com wordpress.com linkedin.com orkut.com dailymotion.com flickr.com tumblr.com myspace.com blogger.com scribd.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 49
  • 50. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries social reach - Europe & the world We observed the reach of a few platforms in 11 countries. • The Big 4 dominates global social networks sites usage: Facebook (World’s reach: 51%), Youtube (46.7%), Twitter (9.2%) and Linkedin (4.7%). • European social media sites like the French Dailymotion (video) and the German Xing (personal branding) have an impressive reach in their own country but less impact on a global scale. • The famous blogging platform Wordpress grab success with its free online solution. • Linkedin has an above average reach in the Netherlands (21.8%), because of solid programs and partnerships that helped raise awareness and engagement. • Twitter is rocketing with highest participation’s rate in the Netherlands (26.4%). • The Netherlands (26.4%), Brazil (19.7%) and Japan (21.5%) are still dominating global participation on Twitter. 50
  • 51. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries social reach - Europe & the world • Since 2009, Brazil has encountered a growing mobile phone adoption as landlines are expensive and pretty much reserved to wealthy citizens. Twitter is decreasing to 19.7% reach. • In Europe, Twitter get terrific reach in The Netherlands (26.4%), UK (15.10%), Spain (11.30%), Germany (7.7%), France (6.4%). Switzerland is not far from France, with 6.3%. Source - Twitter Brazil: http://www.time.com/time/world/article/0,8599,2026442,00.html 51
  • 52. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - networks look up Social Reach - Facebook (10.2011) 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 61.1 % 67.5 % 61.9 % 81.4 % 81.6 % 74.7 % 68.3 % 75.2 % 23.9 % 67.9 % 17.7 % 51.0 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 52
  • 53. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - networks look up Social Reach - Youtube (10.2011) 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0% 56.1 % 51.4 % 61.5 % 61.7 % 0% 68.7 % 62.5 % 42.6 % 75.1 % 50.8 % 46.7 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 53
  • 54. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - networks look up Social Reach - Twitter (10.2011) 30 % 25 % 20 % 15 % 10 % 5% 5.1 % 6.2 % 6.3 % 16.1 % 5.7 % 12.2 % 26.4 % 13.5 % 8.4 % 19.7 % 21.5 % 9.2 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 54
  • 55. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - networks look up Social Reach - Flickr (10.2011) 8% 7% 6% 5% 4% 3% 2% 1% 2.9 % 2.6 % 3.2 % 7.5 % 3.9 % 5.7 % 5.2 % 5.8 % 1.5 % 4.3 % 1.8 % 3.2 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 55
  • 56. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - networks look up Social Reach - Linkedin (10.2011) 30 % 25 % 20 % 15 % 10 % 5% 4.7 % 4.3 % 2.4 % 12.1 % 5.2 % 7.6 % 21.8 % 12.3 % 1.1 % 4.7 % 0.4 % 4.7 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 56
  • 57. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - networks look up Social Reach - Tumblr (10.2011) 6% 5% 4% 3% 2% 1% 1.5 % 1.8 % 2.2 % 4.7 % 1.7 % 2.5 % 2.5 % 5.3 % 1.3 % 4.8 % 2.2 % 2.2 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 57
  • 58. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - networks look up Facebook - Has reached a kind of maturity and is now extending its services with new built-in features, like Spotify (social music streaming). Usage is also flocking to mobile use with brand new apps for smartphone et tablets. This mobile adoption justify a less stunning progression than ever before in our report. Youtube - People spend more time watching videos. Statistics here don't reflect the surge of video use through mobile device: Mobile subscription are cheaper and give access to more data download per month. The Youtube site redesign released on early December 2011 will for sure help grow traffic. User interface improvements and a better user experience is meant for helping to develop loyalty to the service. On top of that, Google is revamping and developing strong connection between their products and has launched a promising Think Insights (source: http:// www.thinkwithgoogle.com/insights/) Twitter - Since the beginning, the access to Twitter has been available through various desktop and mobile clients. According to comScore, Twitter has doubled its mobile audience in 2011. 58
  • 59. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - networks look up Flickr - Globally on the loss. Flickr didn't catch and adapt its platform to mobile growing adoption. Companies like Instagram (5 million users and 200 million photos in less than one year for an exclusive iPhone app. It took Flickr 2 years to reach the 100 million milestone. - source: http://statspotting.com/2011/09/instagram-statistics-over-200-million-photos- total-50-million-in-august-alone/) did catch the opportunity of mobile phone's camera feature you carry with you everywhere and built a terrific app. Taking pictures is a basic feature, but enhancing them with arty filters and sharing them on several social networks at a glance is a powerful way to spread your DNA whether you are a commercial brand or a personal brand. LinkedIn - Keeping the same shape in every country on a desktop basis. According to comScore Linkedin has doubled its mobile audience in one year. Connecting professionnals, taking part in groups to share once expertise, having a company page to promote products, news and job descriptions. The job search market is definitely migrating to social networks site and digital world. Googlelizing a future employee gives an snapshot of its network and let you identify weakness in their resume. Tumblr - The niche blog that uses a kind of Facebook-like and retweet-like feature help spread content from desktop as from mobile. On the rise in UK, Spain, USA and Brazil. 59
  • 60. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - type of networks Social Reach - Video (10.2011) 80 % 75.1 % 70 % 68.7 % 61.5 % 61.7 % 62.5 % 60 % 56.1 % 51.4 % 50.8 % 50 % 46.7 % 42.6 % 40 % 30 % 20 % 10 % 0% 0% 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global youtube.com dailymotion.com vimeo.com ustream.tv blip.tv Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 60
  • 61. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - type of networks Social Reach - Pictures (10.2011) 8% 7.5 % 7% 6% 5.7 % 5.8 % 5.2 % 5% 4.3 % 3.9 % 4% 3.2 % 3.2 % 2.9 % 3% 2.6 % 2% 1.8 % 1.5 % 1% 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global flickr.com twitpic.com picasa.com Note: No data for Picasa Switzerland in Doubleclick AdPlanner. 61
  • 62. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - type of networks Social Reach - Personal Branding (10.2011) 25 % 21.8 % 20 % 15 % 12.1 % 12.3 % 10 % 7.6 % 5.2 % 4.7 % 4.3 % 4.7 % 4.7 % 5% 2.4 % 1.1 % 0.4 % 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global linkedin.com xing.com plaxo.com gist.com naymz.com 62
  • 63. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - type of networks Social Reach - Blogging (10.2011) 20 % 16.3 % 14.8 % 15 % 10.0 % 10.1 % 10 % 9.3 % 8.4 % 6.9 % 6.3 % 5.7 % 5.7 % 5% 4.3 % 2.4 % 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global wordpress.com blogger.com tumblr.com typepad.com posterous.com movabletype.com 63
  • 64. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries Social reach - type of networks Social Reach - Collecting (10.2011) 4.0 % 4% 3.6 % 3% 2% 1.5 % 1.1 % 1.0 % 1.0 % 1% 0.9 % 0.6 % 0.6 % 0.5 % 0.5 % 0.2 % 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global scribd.com slideshare.net digg.com stumbleupon.com delicious.com reddit.com 64
  • 65. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries key findings Image and video are easy and ambient formats to convey an atmosphere. Mobile phones now offer powerful and reliable built-in cameras that help users in sharing in real-time pictures and videos on social networks and/or blogging platforms. Video and image use will keep growing as bandwith is increasing and telecom subscriptions cheaper. Keep it in mind! Youtube takes it all. However not every video platform convey neither the same philosophy and type of content nor respond to the same need and attract the same kind of users and contributors. Vimeo is an interesting niche network with very neat and demanding community: commercial content is not tolerated, but creatives, agencies, directors, etc. are very welcome. You won't find any kitten and baby-only videos there but truly arty and specialized content. Vimeo has an equivalent in the photo segment: Instagram. We have already declared our love for that picture app (see "Picturize your life - Pimp your everyday" in Defining Social Networks in Switzerland - Issue 2011#1). Apart from filters and geolocation, the simple use and sharing features help spread the content to different mainstream social networks sites (Facebook, Twitter, Tumblr, Posterous, Foursquare, Flickr) which in turn make not only the content visible, but Instagram app itself. It means niche communities have found a smart way to drive back mainstream communities to their services. We also observe the emergence of niche communities like Pinterest that offer personalization and helps users collect and share content on purpose. 65
  • 66. Defining Social Networks in Switzerland 2011 #2 5. Switzerland and other countries key findings Niche social networks like Foursquare and Instagram that had huge social media and PR coverage in 2011 only catch up with few marketers and brands. Although reach is high among Swiss early adopters (which means lots of influencers), marketers and brands seem reluctant to explore those communities because they are not mainstream enough. As a result, some vivid early users of Foursquare quit the service because of lack of sufficient critical mass to have the full Foursquare’s experience. In Switzerland, we are currently not using these two networks properly for brands. Companies and users create huge amount of data. Some is forgettable, but others should remain available. Brands should think about archiving and making their content searchable. The best use of social media is having a self-hosted blog and cross-posting content on several social networks sites. Collecting and gathering information is capturing on-the-fly the content brands create and spread: videos, pictures, streaming webcasts users can watch and download long after the event, weekly dose of your brand through podcasts, webinars, white papers, blog posts, etc. Sky is the limit. 66
  • 67. 6. about relax in the air
  • 68. We think and design user experiences for a digital world. Just relax. Together we can make it simple.
  • 69. we are really good at
  • 70. STRATEGY Social audit / Brand-communication strategic Planning Social media program
  • 71. interaction Interface audit Multi plateforms content Strategy interaction design
  • 74. Research Integration Interaction design Data collect Vision Content Architecture Quality control Strategy Collaboration User experience Training Analysis Ideation Iteration User testing Planning Prototyping Visual design Business Opportunities _____________________________________________________________________ ____________________ Technology Trends ___________________________________________________ _______ Social Media Trends ______________________________________________________________ _______________________________ Market trends __________________________________________ ____________________________________ User Centered Design _________________________________ ___________________ Design Thinking ____________________________________________________ _______________________________________ Service Design __________________________________ _____________________________________________________ Consulting ______________________
  • 76. The vision, knowledge and skills of each contributor leads to a solution. It is a process, a combination and not a sum.
  • 77. We integrate our clients' teams to access the problem as a whole while keeping a distance for advice.
  • 80. talks
  • 82. OFFICE Relax In The Air Sàrl Rue de Genève 97 CH-1004 Lausanne hello@relaxintheair.com www.relaxintheair.com www.twitter.com/relaxintheair www.linkedin.com/company/relax-in-the-air www.facebook.com/relaxintheair MANAGEMENT Sabine DUFAUX, Co-Founder & Strategic Planner sabine@relaxintheair.com - +41 79 745 30 74 - www.twitter.com/sdufaux MC CASAL, Co-Founder & Digital Art Director mc@relaxintheair.com - +41 76 539 77 01 - www.twitter.com/mccasal
  • 83. defining social networks in switzerland Issue Fall 2011#2 Next issue: Spring 2012 Copyright 2011 © Relax In The Air a RITAreport