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Beyond's Presentation at Internet World on Science of Sharing #bynd
The document discusses the evolving landscape of social media sharing and its impact on consumer purchasing decisions, highlighting survey findings from UK and US consumers. It emphasizes the increasing influence of consumer recommendations, the types of social sharers, and the channels through which they share content. Additionally, it predicts future trends in sharing activities, including the integration of offline experiences into online platforms.
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Beyond's Presentation at Internet World on Science of Sharing #bynd
- 2. About Marketing Agency DigitalUs Using insight and analytics, we create digital experiences people want to share. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
- 3. the current stateof sharing 100 million 90 million monthly active Twitter users total Google + users * SOURCE: thenextweb.com * Monthly active Google+ users SOURCE: The Wall Street Journal not publicly available Facebook made up 52.1% of all sharing online in 2011, though Twitter and Tumblr grew their volume of shares by 576.9% and 845 million monthly active users on 1299.5% respectively Facebook, more than half of which login every single day SOURCE: thenextweb.com SOURCE: Facebook Newsroom Sharing via mobile devices grew 6X in 2011 SOURCE: thenextweb.com
- 4. Sharing is atthe heart of the consumer journey Consideration Action/ Share of search; Purchase brand evaluation Conversion; attributes Traffic Pre Purchase Enjoy Awareness User Share of conversations conversation on product performance Advocate Bond Recommendation Engagement post Purchase
- 5. Title Goes Here... the uk social Consumer consumer How has social media changed the way consumers make purchase decisions? We asked 1,500 UK and 1,500 US consumers in two surveys what most influenced them online, as well as how and why they influenced others. What we found was that consumer recommendations are an increasingly influential part of the conversation.
- 6. uk high sharersare 3x more likely to recommend a product YOUNGER OLDER RESEARCH RESEARCH LOW HIGH INVOLVEMENT INVOLVEMENT PRODUCTS PRODUCTS RECOMMEND PRODUCTS HIGH vs LOW CARE MORE ABOUT QUALITY THAN BRAND IMAGE SHARERS SHARERS more likely to... 20% OF ONLINE CONSUMERS 80% OF ONLINE CONSUMERS OPEN TO BRAND LOYAL CHANGE BRANDS OWN MORE LIKELY MULTIPLE TO PURCHASE INTERNET RESEARCHED DEVICES PRODUCTS
- 7. comparing the uk& us social consumers 40% vs 53% 47% vs 33% 43% vs 31% UK Usa UK Usa UK Usa have interacted with a wrote a product prompted to purchase brand using Facebook review online after online interaction
- 8. Low vs Highinvolvement products HIGH LOW LESS FREQUENTLY PURCHASED MORE COMPLEX EXPENSIVE IN NATURE vs BOUGHT MORE FREQUENTLY LESS COSTLY USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT REQUIRING MORE TIME AND AND EFFORT EFFORT IN THE RESEARCH PHASE
- 9. What Influences THESocial Consumer? Ra#ngs'and'review'(Amazon)'' Search'results' Facebook'friends' News'ar#cles' Twi@er' Blog'posts' YouTube'or'Vimeo'Videos' EARNED CHANNELS OWNED CHANNELS SEARCH CHANNELS Informa#on'on'a'product'or'brand'website' EARNED Talking'with'friends'or'family' HIGH RATINGS AND REVIEW SITES NEWS ARTICLES WORD OF MOUTH BLOG POSTS CHANNEL INFLUENCE OWNED BRAND WEBSITE TWITTER FACEBOOK YOUTUBE VIDEOS SEARCH Automotive Products Beauty Cookware Fashion Improvement Music/Films Personal Travel Appliances Restaurants Electronics Finance Kitchen Baby BABY BEAUTY ELECTRONICS MUSIC PERSONAL RESTAURANTS TRAVEL PAID SEARCH Home FINANCE ORGANIC SEARCH
- 10. THE 7 TYPESOF SOCIAL SHARER ALTRUISTS SELECTIVES PASSIONATES CONNECTORS TRENDSPOTTERS PROVOCATEURS CAREERISTS share because share because share because share to share because share because share because they want it’s relevant they share inspire it shows others they want it helps them to help to a friend a passion with socializing they are on top a reaction in business someone else with friends of what’s new 39.6% 26.1% 16.7% 7.9% 5.6% 2.6% 2.5% of the UK’s of the UK’s of the UK’s of the UK’s of the UK’s of the UK’s of the UK’s social sharers social sharers social sharers social sharers social sharers social sharers social sharers
- 11. WHERE THEY SHARE ALTRUISTS SELECTIVES PASSIONATES CONNECTORS TRENDSPOTTERS PROVOCATEURS CAREERISTS YOUTUBE WORDPRESS/ BLOGGER TWITTER LINKEDIN FOURSQUARE FLICKR FACEBOOK EMAIL DELICIOUS CUSTOMER REVIEW
- 12. Actions Taken afterONLINE inTERACTION PROMPTED TO PURCHASE 43% uk PROMPTED 31% usa TO RECOMMEND 20% uk 20% usa CHANGED IMPRESSION 4% uk 3% usa INCREASED AWARENESS 8% usa 6% uk 9% ENCOURAGED TO VISIT uk OPEN 9% usa TAKE NO ACTION 26% usa 15% uk ENCOURAGED TO CONTACT 3% uk 3% usa
- 14. facebook sharing rate ofactivity on facebook rate of activity on facebook usage frequency of logins sharing Data is based on per-user activity, not aggregate volumes less than 3-6 6-12 1-2 2+ 3 months months months years years Age of Facebook account According to Facebook, only 16% of fans see organic posts
- 15. frictionless sharing (Automaticsharing) Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a 67% day will have the capacity to be shared online, but with accuracy and without needing to actively think about it. of people have done at least one of the following things: listened to a song that read an automatically was automatically shared allowed an application shared article (online (spotify, etc) to post automatically to 61 % reader) of people are annoyed by their profile applications
- 16. FUTURE SHARING ACTIVITIES Offlinesocial experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones. WHAT WILL PEOPLE SHARE IN THE FUTURE? 43% 30% 28% 27% PERSONAL TRAVEL PLANS TICKET CHARITABLE MILESTONES PURCHASES DONATIONS The percentages above reflect the proportion of people who indicated their preference to share these activities.
- 17. segmenting friends Segmenting your social networks into disparate friend groups to selectively share content (ie. the Google+ model) is likely to catch on – but needs to be simple to manage for users only40% of people have created subgroups to selectively share posts 62% said that that the idea appeals to them
- 18. THANK YOU Nils Mork-Ulnes Judith Lewis Head of Analytics Head of Search +44 (0)207 908 6557 +44 (0)20 7908 6573 +44 (0)771 307 7994 +44 (0)79 7416 1212 nils@bynd.com judith@bynd.com @nilsmu @judithlewis