How social are you?
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This document discusses social media usage in the UK and how different social networks are used. It provides statistics showing that the UK is the most social networked country in Europe, with social media accounting for 20% of online time. Facebook has the highest match rate at 59.3% and is most popular across age groups. Twitter and LinkedIn have higher usage among certain age demographics. Facebook is still the dominant social network compared to others. The document also presents a social media maturity model to assess how developed a company's social strategy and processes are, from initial to managed levels. It provides a marketing scorecard for social media with questions to evaluate a company's practices.
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How social are you?
- 1. How social are you? 6/6/2013 David Barker
- 2. UK #1 in Social >Most social-networked country >Highest engagement in Europe >Mobile is growing rapidly >Social is 20% of online time Source: Pew Research 2012 & comScore 2013
- 3. Everyone is doing it! Facebook Match Rate 70% 60% 59.3% 50% Ave 40% 30% 20% 10% 0% Personicx Cluster Source: Acxiom Research 2013
- 4. Social Networks are different Age Profile 200 180 160 140 120 Index 100 80 60 40 20 0 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 Age Facebook Twitter Linked in Source: Acxiom Research 2013
- 5. And used in different ways 300 300 250 200 200 Index Index 150 Facebook Twitter 100 100 Linked in 50 - 0 Multiple Daily A few Less than Less Never (blank) PC Mobile Both times a times a once a often day week week Access method Source: Acxiom Research 2013
- 7. Facebook still dominates eDigitalResearch and IMRG Facebook 74% Twitter 36% Google+ 32% LinkedIn 24% Pinterest 7% Instagram 6% Source: IMRG 2012, umpf 2013, Acxiom Research 2013
- 8. How Social should you be? Broadcast Engagement > Better Connections > Where are your customers? > What are your goals? • Brand building • PR • Customer service • Advertising and product promotions
- 9. How social are you?
- 10. Social Media Maturity Model Initial • No plan or repeatable processes • No performance indicators • Individual heroics Planned • Defined social media strategy • Budgets & responsibility • Poorly defined process and metrics Repeatable • Documented activities • Repeatable processes • Defined performance measures Managed • Consistent performance metrics • Defined benchmarks published • Regularly reviewed and improved
- 12. Marketing Scorecard Business Area: Marketing Strongly Disagree Agree Strongly disagree agree There is a social media strategy in place 0 10 20 30 Our strategy addresses staff awareness and 0 10 20 20 internal training in social media Specific individuals within marketing (or our agency) have been appointed with 0 0 20 40 responsibility for the management of social media channels A budget is in place for social media 0 0 40 40 activities Our approach to social media differentiates between the different social media 0 10 30 50 networks and makes best use of the specific capabilities of each network We can incorporate social interactions in 0 0 30 30 our Single Customer View We recognise our best customers 0 0 30 50 (advocates) on social networks Level Initial Planned Repeatable Managed Score <50 50-100 100-150 >150
- 13. Better connections Better results
- 14. Thank you! Any Questions? © 2013 Acxiom Corporation. All Rights Reserved.
Editor's Notes
- How Social are you?That is the question we have posed for this evening, but before we get to that, perhaps we should look at a few other related questions:How social are your customers?How social should you be and why?
- The UK is the most socially networked country in the world! A survey of 26k consumer across 20 countries made that conclusion!ComScore report that on average UK consumers spend 37 hrs a month on line. Considerably more than any other European country, and not far from the USD rate of 42 hrs a monthMobile use is driving this engagement. Nearly 1/3 of page views now occur on a smartphone or tablet. If I look around me on my regular commuter train, over 50% of people are using a tablet or smart phone, reading the news, watching TV etc.1 in every 5 minutes spent online is spent on a social networkYour customers are on Social networks.Pew Research Centre: http://techcrunch.com/2012/12/12/pew-social-networking-most-popular-in-the-uk-and-despite-the-smartphone-app-boom-voice-calls-remain-king/ComScore: 2013 UK Digital Future in Focus report
- Social networking is not limited to just one part of the population. Everyone is doing it…The most striking feature of this chart is the lack in variation.We took over 8 million consumer records, which broadly reflects the UK population, and matched it to Facebook. We saw an average match rate of nearly 60%, and although this varies slightly by Personicx cluster (based on age, income and lifestage) there are no age groups and segments not using Facebook.
- Twitter users are more likely to be youngerLinked in usersFacebook has the most users and the broadest range, as I sowed previously.ComScore report that time spent on line varies greatly by age, and the type of Social network variesA little background to this research. We create and use data and analytics to strengthen connections between people and businesses. We run the largest survey programme in the UK, and in addition to capturing consumer contact information, demographics and purchase behaviour we also ask people about the social networks they use and how they use them. This analysis is based on 125k records collected in a 6 week period earlier this year.
- Twitter users are far more likely to connect multiple times a day and via mobile devices than Linked in users
- The Personicx clusters highlighted in red over index on the question “do you use social networks for product research?”Those clusters highlighted in blue are less likely to.
- ] IMRG Infographichttp://www.imrg.org/ImrgWebsite/User/Pages/Press%20Releases-IMRG.aspx?pageID=86&parentPageID=85&isHomePage=false&isDetailData=true&itemID=8643&specificPageType=5&pageTemplate=7umpfInfographicBy most measures facebook dominates. Whether it is number of users, time on the site etc.The only measure where it doesn’t is in likelihood to share a story.And because Facebook has so many uses, most twitter users are also on facebook
- Marketers have spent billions trying to connect with their customers. Through Press Ads, billboards, TV and online banner ads etc.Now as customers spend more time online – 37hrs a month, a more time on social networks, so we are looking to follow them, to connect with them on their terms.
- So back to our question for the evening…
- Acxiom run marketing maturity assessments for our clients across all areas of marketing including social media.This is a simple model, that you can complete this evening… there will be a copy of this handed out later, that you can work through yourselfBoth Initial and evened the Planned stages tend to be reactive rather than proactive
- It doesn’t matter what industry you are in, Social has a place as part of your overall marketing strategy. Social is a network – not a contact list. Making better connections with your brand advocates who will share, retweet re-post and comment will deliver far higher levels of engagement than you can alone, driving better results.