Digital Marketing Live: Verdien je fans in sociale netwerken
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The document discusses key findings from a TNS Digital Life report about digital media usage in the Netherlands. Some of the key points include: - The Netherlands has a high rate of internet penetration at 88% compared to the global average of 30%. - More Dutch internet users research brands and write about brands online compared to global averages. - Social media users in the Netherlands are more likely to "like" brands to get benefits for themselves rather than interact with brands. - The report provides advice for brands on social media, including being relevant to consumers, giving up some control, allowing consumer conversations, and responding to feedback.
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Digital Marketing Live: Verdien je fans in sociale netwerken
- 1. Join the party Based on TNS Digital Life Digital Marketing Life March 21 2012 Roxanne Meiners © TNS 2011
- 2. Digital Life Netherlands Report 2 © TNS 2011
- 3. Digital Life Netherlands Report 3 © TNS 2011
- 4. Join the party But first…. earn your invite! Based on TNS Digital Life Digital Marketing Life March 21 2012 Roxanne Meiners © TNS 2011
- 5. Netherlands vs. global Global Netherlands Internet 30% 88% Penetration % of internet % of internet users that: users that: Go online daily Are brand fans on SN Write about brands online Research brands online Digital Life Netherlands Report 5 © TNS 2011
- 6. Daily use vs. brand connections % using social daily Mean no. of brand ‘friends’ Digital Life Netherlands Report 6 © TNS 2011
- 7. Digital Life Netherlands Report 7 © TNS 2011
- 8. Social Networks are the consumers area “Social Networks are a place where I don’t want to be 11 65 bothered by companies/organisations” “Social networks contain a 21 39 worrying amount of personal data” “Social networks have 43 21 benefits that outweigh personal data concerns” Disagree Agree Base: Social Network Users Digital Life Netherlands Report 8 © TNS 2011
- 9. Why do people in the Netherlands ‘like’ a brand? (%) What’s in it for me? Further Research Brand Interaction global Giving & Receiving Feedback Friend Interaction global Miscellaneous Base: Social Networker users Digital Life Netherlands Report 9 © TNS 2011
- 10. Be relevant, find out what they want Digital Life Netherlands Report 10 © TNS 2011
- 11. Give up control and expect more Digital Life Netherlands Report 11 © TNS 2011
- 12. Let them talk “The storytellers’ portion of our website is one of the most visited and the highest time spent part of our Facebook page. It's all consumer stories… So we're taking consumer stories and redeploying them as brand marketing… Now we've been looking at using things like consumer reviews and stories on packaging.” Lisa Macpherson, SVP Marketing Hallmark Cards Source: TNS interview, November 2011 Digital Life Netherlands Report © TNS 2011 12
- 13. Digital Life Netherlands Report 13 © TNS 2011
- 14. Why do consumers write … More to praise or to criticise? To praise a brand To criticise a brand Ask advice Offer advice to other people Share answers/opinions Share opinions w/communities To share cool stuff brands produce To receive customer service Because I’m rewarded for doing so Base All Writers Digital Life Netherlands Report 14 © TNS 2011
- 15. A fan is nice, but an ambassador is gold “What other people say about brands can be trusted more than what brands say themselves” Disagree Agree Netherlands I trust the comments I trust the comments that my friends write that people I don’t about products/brands know write about online products/brands online 56 % agrees 35% agrees Digital Life Netherlands Report © TNS 2011 15
- 16. Make it a dialogue, react when necessary! Posting comments online is an effective way to influence companies I expect companies to contact me if I write something about them I find it a scary thought that companies would track what I write about them % Agree Base All Writers Digital Life Netherlands Report 16 © TNS 2011 xx
- 17. Interact personally Digital Life Netherlands Report 17 © TNS 2011
- 18. Respond to positive and negative feedback Digital Life Netherlands Report 18 © TNS 2011
- 19. What to do with this….? Digital Life Netherlands Report 19 © TNS 2011
- 20. React fast…. Digital Life Netherlands Report 20 © TNS 2011
- 21. Round up! Digital Life Netherlands Report 21 © TNS 2011
- 22. 1 Digital Life Netherlands Report 22 © TNS 2011
- 23. 2 Digital Life Netherlands Report 23 © TNS 2011
- 24. 3 4 Digital Life Netherlands Report 24 © TNS 2011
- 25. 5 Digital Life Netherlands Report 25 © TNS 2011
- 26. Digital Life Netherlands Report 26 © TNS 2011
- 27. Digital Life Today: • Round table sessions: 14:00 RT 24 in area Online Optimization • 12:45 Dé online consument bestaat niet • 14:00 Earn your owned media • 16:40 Uitreiking Facebook Community van het jaar awards More information: www.tnsdigitallife.com/ Roxanne Meiners E: roxanne.meiners@tns-nipo.com T: 020-5225328 © TNS 2011
- 28. Digital Life Netherlands Report 28 © TNS 2011