5ème édition de l'étude "Wave" d'Universal McCann, sur les réseaux sociaux 2010.
Cette cinquième vague s'intéresse à la place des marques dans cet univers et sur leur "socialisation".
Désormais étendue à 53 marchés et 37600 sondés, l'étude souligne - en préambule - que 47% des membres de réseaux sociaux ont rejoint des communautés de marques... sur un total de 1,5 milliard de visites par jour sur ces sites communautaires. Elle révèle une vraie demande des internautes pour des marques dans cet univers, mais à des conditions bien précises. Et cela, de manière assez égale, selon les pays. Enfin, on découvre (ou se voit confirmer) quels supports numériques pâtissent de cette folle envolée de Facebook and co.
Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer adequate.
A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people that are connecting in the social media space.
There is huge demand for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.
Wave 5 - The Socialisation of Brands | UM | Social Media TrackerUM Wave
Wave 5 - the socialisation of brands, told us that there was huge demand
for social interaction with brands. However, the nature and depth of this interaction varied wildly from person to person and category to category. But those brands that could create
the right experience benefitted enormously, driving brand loyalty, endorsement and
sales.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
Social Media Wave OCT2010 (Universal Mc Cann)Sociatria.com
Quinta edición de este estudio que lleva desde 2006 midiendo el impacto de las redes sociales y su influencia en los hábitos de los consumidores de diferentes países, incluyendo España. (en inglés)
Wave 3 - When Did We Start Trusting Strangers | UM | Social Media TrackerUM Wave
Wave 3 - When did we Start Trusting Strangers charted the democratisation of influence, how social media was driving greater means and opportunity for consumers to influence their peers.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
How will 3D printers, tablets, life-saving forks, Google Glasses and the interest graph change the way you do business this year?
This presentation by Thomas Crampton and Hannah Law will show you 5 trends that will change the way you do digital marketing in 2013. We explain the trend, show you some early adopters (including Nike, IBM, Heineken and Burberry) and recommend how you can make the most of it.
The Lucky 5 trends that you need to know about in 2013 are:
1. Be mobile, not do mobile
2. Bricks and Bytes: create shopping experiences, not transactions
3. Brand-awakened: brands with a higher purpose rule
4. Live in 60 Seconds: concept to production at speed
5. Smart Data: Big Data’s older, wiser sister
More people are using social media than ever before – and for longer, on an increasingly diverse array of devices. As a result, newsfeeds are cluttered, and fans are more distracted and discerning.
In order to succeed, brands will increasingly turn to real-time creative, analytics and paid media to ensure that high-performing content reaches as many people as possible, at the moment they are most interested, to spark conversations and deepen customer relationships. As media converges, brands will invest in ways to complement original, visual content with fan-sourced creative. Promoting high-performing content that aligns with new “real content” search drivers will become essential. Brands will host epic social events to excite the base and invest in tools that help them target and engage one-on-one more efficiently. And brands will have a little fun in the process, remembering that brandplay can go a long way to telling their story.
There are 10 social media essentials that can help guide brands to achieve success in 2013. We explore these essentials and case studies of brands in action.
Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer adequate.
A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people that are connecting in the social media space.
There is huge demand for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.
Wave 5 - The Socialisation of Brands | UM | Social Media TrackerUM Wave
Wave 5 - the socialisation of brands, told us that there was huge demand
for social interaction with brands. However, the nature and depth of this interaction varied wildly from person to person and category to category. But those brands that could create
the right experience benefitted enormously, driving brand loyalty, endorsement and
sales.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
Social Media Wave OCT2010 (Universal Mc Cann)Sociatria.com
Quinta edición de este estudio que lleva desde 2006 midiendo el impacto de las redes sociales y su influencia en los hábitos de los consumidores de diferentes países, incluyendo España. (en inglés)
Wave 3 - When Did We Start Trusting Strangers | UM | Social Media TrackerUM Wave
Wave 3 - When did we Start Trusting Strangers charted the democratisation of influence, how social media was driving greater means and opportunity for consumers to influence their peers.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
How will 3D printers, tablets, life-saving forks, Google Glasses and the interest graph change the way you do business this year?
This presentation by Thomas Crampton and Hannah Law will show you 5 trends that will change the way you do digital marketing in 2013. We explain the trend, show you some early adopters (including Nike, IBM, Heineken and Burberry) and recommend how you can make the most of it.
The Lucky 5 trends that you need to know about in 2013 are:
1. Be mobile, not do mobile
2. Bricks and Bytes: create shopping experiences, not transactions
3. Brand-awakened: brands with a higher purpose rule
4. Live in 60 Seconds: concept to production at speed
5. Smart Data: Big Data’s older, wiser sister
More people are using social media than ever before – and for longer, on an increasingly diverse array of devices. As a result, newsfeeds are cluttered, and fans are more distracted and discerning.
In order to succeed, brands will increasingly turn to real-time creative, analytics and paid media to ensure that high-performing content reaches as many people as possible, at the moment they are most interested, to spark conversations and deepen customer relationships. As media converges, brands will invest in ways to complement original, visual content with fan-sourced creative. Promoting high-performing content that aligns with new “real content” search drivers will become essential. Brands will host epic social events to excite the base and invest in tools that help them target and engage one-on-one more efficiently. And brands will have a little fun in the process, remembering that brandplay can go a long way to telling their story.
There are 10 social media essentials that can help guide brands to achieve success in 2013. We explore these essentials and case studies of brands in action.
Social Media and Electronic Communication--Classroom EditionBovee and Thill
Students can learn about social media and electronic communication in this presentation. Be sure to download the accompanying script at http://www.slideshare.net/Bovee/script-for-teaching-social-media-and-electronic-communicationclassroom-edition.
http://www.scoop.it/t/business-communication-2-0-social-media-and-electronic-communication/p/952303710/teaching-social-media-and-electronic-communication-instructor-edition-by-bovee-thill
A presentation on developing effective websites and social media marketing strategy to the rural sector. Presented at the marketing to the rural sector conference, Auckland NZ in September 2010
We keep hearing about Social Media and its importance everywhere around us. "What is the future of Social Media Marketing and how brands will benefit from it in future?" was the question I had in my mind and this is what I could find.
Introduction to New Media and Industry trends in IndiaSantosh K Patra
Disclaimer: this presentation is a part of the class room teaching of Introduction to new media and all right reserved with the author. No part of the presentation can be copied or reproduced without the permission of the author. Contact: santosh@micamail.in
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.
In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.
In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.
The Creative Business Idea Book is available on Amazon.
Social Media around the World 2012 (by InSites Consulting)InSites Consulting
Social Media around the World 2012 report by InSites Consulting (data collected by SSI and translations by No Problem). The full reports offers 5 eye-catching insights on the status of social media and more than 2.000 facts & figures about social media in 19 countries. Topics cover main adoption and usage, interactions of consumers with brands, impact of branded conversations, evolution of mobile and the opportunities for structural collaboration between consumers and brands. For more information contact Marketing@InSites-Consulting.com.
Social Media Tracker - Universal McCann - The Socialisation of Brands - Wave 5Wikonsumer Research
Social media is an incredibly dynamic environment. Terms like “friend” and
“influencer” are no longer adequate to describe the array of social activity and
interaction that is occurring amongst the vast communities now being built online.
A deeper understanding of consumer needs and motivations is the key to unlocking a
real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s
not just people that are connecting in the social media space. There is huge demand
for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved,
driving brand loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.
This report barely scratches the surface of the rich insight and detail available.
Wave 5 – The Socialisation Of Brands contains information for 20 categories in more than 54 countries. You will find contact details if you require further information at the end of this report.
Social Media and Electronic Communication--Classroom EditionBovee and Thill
Students can learn about social media and electronic communication in this presentation. Be sure to download the accompanying script at http://www.slideshare.net/Bovee/script-for-teaching-social-media-and-electronic-communicationclassroom-edition.
http://www.scoop.it/t/business-communication-2-0-social-media-and-electronic-communication/p/952303710/teaching-social-media-and-electronic-communication-instructor-edition-by-bovee-thill
A presentation on developing effective websites and social media marketing strategy to the rural sector. Presented at the marketing to the rural sector conference, Auckland NZ in September 2010
We keep hearing about Social Media and its importance everywhere around us. "What is the future of Social Media Marketing and how brands will benefit from it in future?" was the question I had in my mind and this is what I could find.
Introduction to New Media and Industry trends in IndiaSantosh K Patra
Disclaimer: this presentation is a part of the class room teaching of Introduction to new media and all right reserved with the author. No part of the presentation can be copied or reproduced without the permission of the author. Contact: santosh@micamail.in
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.
In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.
In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.
The Creative Business Idea Book is available on Amazon.
Social Media around the World 2012 (by InSites Consulting)InSites Consulting
Social Media around the World 2012 report by InSites Consulting (data collected by SSI and translations by No Problem). The full reports offers 5 eye-catching insights on the status of social media and more than 2.000 facts & figures about social media in 19 countries. Topics cover main adoption and usage, interactions of consumers with brands, impact of branded conversations, evolution of mobile and the opportunities for structural collaboration between consumers and brands. For more information contact Marketing@InSites-Consulting.com.
Social Media Tracker - Universal McCann - The Socialisation of Brands - Wave 5Wikonsumer Research
Social media is an incredibly dynamic environment. Terms like “friend” and
“influencer” are no longer adequate to describe the array of social activity and
interaction that is occurring amongst the vast communities now being built online.
A deeper understanding of consumer needs and motivations is the key to unlocking a
real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s
not just people that are connecting in the social media space. There is huge demand
for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved,
driving brand loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.
This report barely scratches the surface of the rich insight and detail available.
Wave 5 – The Socialisation Of Brands contains information for 20 categories in more than 54 countries. You will find contact details if you require further information at the end of this report.
Wave is the world’s largest and longest running social media study. Covering 65 countries with Wave 7 it represents the views, needs and behaviors of more than a billion of the world’s most influential internet & social media users.
Please go to http://wave.umww.com for further insights where you to do your own Wave analysis about the social media topics you are interested in.
The story so far in social networking has been the incredible growth in the numbers of people using them. But Wave 6 shows that in the future the biggest impact will come from the increasing amount of time people are spending on them. Social networks are now legitimate rivals to all forms of media and will continue to have a huge effect on online consumption in particular.
Consumers are continuing to move away from increasingly siloed brand websites, viewing it as a one dimensional experience compared to that offered by social media. Brands will need to reach out to consumers in the social spaces if they are to connect online.
Attachment to social networks is stronger than ever, with over 40% of people saying they are worried about missing out if they don’t visit their social network. As a result users are fully prepared to share their data in return for the benefits they bring.
Social experiences deliver very clear value to brands. Understanding the social experiences the consumer wants AND which of these experiences deliver the brand’s marketing objectives is the key to unlocking this value. This is an important part of making social media a legitimate platform for brand development.
Despite the reluctance of many companies to discuss problems, particularly in social media, our research has shown that actually responding to a customer’s issues is one of the most powerful social experiences a brand can deliver. In the future social CRM should be a fundamental part of any brand’s communication strategy.
The consumer has many devices through which they can interact with a brand digitally but not all of these devices are a suitable environment for every experience. Tablets and smartphones, for example, have very different strengths. Marrying the right experience to the right device is key to creating a compelling social strategy.
Even the most superficial social interaction online is driven by a consumer need.
Wave’s seven years of analysing social behaviour online has revealed the 5 key needs underpinning them all: Relationship, Diversion, Progression. Recognition and Learning.
Wave has also shown us that meeting these needs can play a key part in building brands and driving sales. For example, Diversion is the need state that drives Desirability for brands. 40% of people who want entertaining experiences from brands say that these experiences make the brand more desirable. Whereas to drive sales a combination of Recognition and Learning is powerful. Educating people about your product whilst at the same time listening to their needs makes consumers far more likely to buy.
Wave is the world’s largest and longest running social media study. Covering 65 countries with Wave 7, it represents the views, needs and behaviors of more than a billion of the world’s most influential internet & social media users.
For more information, visit the Wave website: http://wave.umww.com/
Next Generation Social Media: Alignment of Business Processes and Social Inte...Vinay Mummigatti
As enterprises try to catch up with the social media buzz, many companies are starting to realize that it is difficult to define tangible business outcomes around social media investments. Social intelligence and social analytics are new con- cepts which have the potential to help enterprises move beyond basic marketing and define a goal-oriented strategy around social media.
The next wave of social media investments will be in enterprise programs that are designed to facilitate participation in social media interactions, analyzing the data generated and taking real time actions that govern product, marketing, distribu- tion and pricing processes.
The larger ecosystem of any enterprise includes business partners, employees and customers. Each of these constituents plays an important role in processes that govern innovation, customer experience, collaboration, supply chain, talent management and overall business growth. Social media is emerging as the glue that binds these groups and creates tidal waves that can make or break the fu- ture of any company. The only way organizations can ride this wave successfully is to track the social interactions, derive events and patterns that can lead to business process improvements across different functional areas. Another aspect of social media which is internal to an enterprise is in terms of collaborative busi- ness processes where collective knowledge sharing and decision-making is greatly enhanced through social tools.
Certain emerging trends in technology such as the collaboration between social media and mobile technology providers have created a revolution in the adoption rate of social media. The confluence of social media and mobile technologies is creating upheaval not just in competitive dynamics but also across social and po- litical spheres.
The focus of this paper is to enable organizations to define a strategy around Social Media and tie it to measurable outcomes as defined by core processes that are critical to the survival and growth of any enterprise.
Following Uncle Sam: National Social Media MarketingLiam Dowd
Best practice report on the uptake
and integration of social media
Conclusions drawn from over 300 surveyed
USM community members – comparing Europe
to that of their North America counterparts.
Content marketer dictionary: Marketing terms and abbreviations.
Pour en finir avec les termes marketeux empruntés ou mal utilisés, voici un petit dictionnaire du webmarketeur (Eng)
tudy investigates how travellers in France are getting inspiration, making decisions, conducting purchases, and sharing experiences to do with their vacations, based on extensive global consumer research on a global scale.
Le marché de l'art en ligne mondial a pesé 870 millions de dollars en 2012. Il devrait dépasser 2,1 milliards de dollars (soit 1,5 milliard d'euros) en 2017, selon l'étude "Le marché de l'art en ligne en 2013" de Hiscox et Art Price. Aux Etats-Unis, plusieurs start-up surfent déjà avec succès sur ce nouveau marché, à l'image d'Artspace, e-commerçant ayant déjà levé plus de 12 millions de dollars, ou Artsy, fondé en 2010 et qui a levé 26 millions de dollars pour son développement. Voici une sélection de cinq start-up françaises qui se lancent sur ce marché pour le bouleverser
Air plus business_travel_2060_white_paperChafik YAHOU
The report is a rather strange mix of standard futurology and more fanciful projection. So its business-travel timeline predicts, reasonably enough, that high-speed rail services will expand in many countries by 2025 and that green energy will provide 30% of energy consumption by 2050. But it also suggests, with impressive accuracy, that flooding will force the abandonment of Bangkok by 203
Les données présentées dans cette étude reflètent le comportement des acteurs sur l'ensemble de l'année 2013 dans le domaine du référencement payant. Les indicateurs visibles dans cette étude sont le résultat du modèle statistique mis en place par AdGooroo dans l'estimation des données d'investissements nets et de performance relatives aux liens sponsorisés.
Sont exclus de ces estimations : les réseaux Display et partenaires ; les recherches effectuées sur Google France depuis un pays étranger ; les recherches effectuées depuis un mobile.
E marketer marketing_automation_roundupChafik YAHOU
Key elements include:
Inbound marketing tactics being used to drive leads.
Programmatic buying strategies for now and the future.
The influence of mobile device adoption on automation.
A look at how behavioral data is being tied in with B2B marketing automation programs
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
3. Contents
Executive summary
5
Introduction
7
10
Methodology
15
The social challenge for brands
18
The new social landscape: means and motives
23
28
42
The future face of social media
45
The Socialisation of Brands
51
The impact: summary
67
• The continuing Wave story
• The gravitational pull of social networks
• The rise of microblogging
3
4.
5. Executive Summary
Social media is an incredibly dynamic environment. Terms like “friend” and
“influencer” are no longer adequate to describe the array of social activity and
interaction that is occurring amongst the vast communities now being built online.
A deeper understanding of consumer needs and motivations is the key to unlocking a
real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s
not just people that are connecting in the social media space. There is huge demand
for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved,
driving brand loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and
market is the key to creating a successful social media experience.
This report barely scratches the surface of the rich insight and detail available.
Wave 5 – The Socialisation Of Brands contains information for 20 categories in more
than 54 countries. You will find contact details if you require further information at the
end of this report.
5
8. th
row
g
10% n the
i
er
umb ial
n c
of so ork
netw gers
a
man
The Socialisation of Brands
1.5 billio
n
visits
to social
networks
per day
47%
jo
inin
com brand g
mu
niti
es
30%
accessing
social
media
via mobil
e
9. Hello
Welcome to Wave:
The largest and longest running dedicated social media study in the world.
When Wave started as a project in 2006 we were aware that there was much debate but few facts
behind the social media phenomenon. Therefore we initiated Wave with the aim of measuring the
scale and impact of social media across the globe. In this time, we have researched more than 95,300
internet users in 59 countries and, if Wave has taught us anything, it is that social media stands up
to the hype. Growth has been unprecedented and our tracker has demonstrated how new platforms
have sprung up and reached critical mass with blinding speed across vast geographies.
Figure 1: Internet penetration by market
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
India
Algeria
9
South Africa
Egypt
Ecuador
Lebanon
Mexico
Thailand
China
Philippines
Tunisia
Romania
KSA
Brazil
Oman
Kuwait
Russia
Turkey
Portugal
Colombia
Italy
Chile
Qatar
Poland
Lithuania
Spain
Hungary
Malaysia
Argentina
Czech Republic
Latvia
France
Republic of Ireland
Figures sourced from internetworldstats.com
Hong Kong
Taiwan
Slovakia
Estonia
Austria
USA
UAE
Canada
Singapore
Japan
Belgium
Germany
Australia
UK
South Korea
Bahrain
Denmark
Sweden
Netherlands
Norway
0%
10. The continuing Wave story
Five years is a lifetime in the world of social media and over the course of our five Waves of research we
have come to a deep understanding of the complex and dynamic nature of social media behaviour.
Our first two Waves demonstrated that social media was enabling a large and active community to
create content and share this content with others. In the process the medium moved from being a
primarily text-based medium to a fully audio visual one. Our third Wave charted the democratisation
of influence, how social media was driving ever greater means and opportunity for consumers to
influence their peers. Influence that was becoming an integral part of many consumers decision
making processes. In Wave 4 we examined the reasons behind the huge growth in social media
by understanding the motivations behind the use of different social media platforms. This clearly
demonstrated that you cannot treat all social media the same, consumers engage with a platform
because it meet’s specific consumer needs and all platforms meet these needs differently.
What the Wave project has shown us is that far from being hype, social media is a an explosively
dynamic phenomenon that is changing the way we interact and that this is having a fundamental
effect on our thoughts, feelings, attitudes and behaviour. However, with a few exceptions, brands
and companies are still not social. They are struggling to find a way to intelligently, sensitively and
effectively engage with consumers in this space.
Therefore, with our fifth instalment of Wave, Wave 5 – The Socialisation Of Brands, we have brought
together all our understanding of usage, behaviour , influence and motivation, done this across more
than 50 countries and added the missing piece of the puzzle. The data, insight and analysis that will
help brands create successful social media programmes.
The Socialisation of Brands
13. Wave 1
Wave 2
Wave 3
Wave 4
Wave 5
Australia
China
France
Germany
Italy
Korea
Philippines
Russia
Spain
UK
US
Australia
Brazil
China
France
Germany
Greece
India
Italy
Japan
Korea
Malaysia
Mexico
Pakistan
Philippines
Russia
Singapore
Spain
Taiwan
Thailand
UK
US
Australia
Austria
Brazil
Canada
China
Czech Republic
Denmark
France
Germany
Greece
Hong Kong
Hungary
India
Italy
Japan
Korea
Mexico
Netherlands
Pakistan
Philippines
Poland
Romania
Russia
Spain
Switzerland
Taiwan
Turkey
UK
US
Australia
Austria
Belgium
Brazil
Canada
China
Colombia
Czech Republic
Denmark
Ecuador
Finland
France
Germany
Hong Kong
Hungary
India
Italy
Japan
Korea
Latvia
Lithuania
Malaysia
Mexico
Netherlands
Norway
Peru
Philippines
Poland
Portugal
Romania
Russia
Singapore
South Africa
Spain
Sweden
Turkey
UK
US
Algeria
Argentina
Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Czech Republic
Denmark
Ecuador
Egypt
Estonia
France
Germany
Hong Kong
Hungary
India
Italy
Ireland (ROI)
Japan
Korea
KSA
Kuwait
Latvia
Lebanon
Lithuania
Malaysia
Mexico
Netherlands
Norway
Oman
Philippines
Poland
Portugal
Qatar
Romania
Russia
Serbia
Singapore
Slovakia
South Africa
Spain
Sweden
Taiwan
Thailand
Tunisia
Turkey
UAE
UK
US
LIKE
13
16. Methodology
The Social Media Tracker has retained the same methodology from Wave 1 through Wave 5, enabling
comparison between data sets. All surveys have been scripted and hosted on UM’s in-house online
research system, Intuition.
All surveys are self-completed and the data collected is entirely quantitative. Every market is
representative of the 16-54 Active Internet Universe. For Wave 5, 37,600 internet users in 54 countries
were surveyed with many new markets joining, including the Middle East
Who are the active internet universe and why do they matter?
• Active internet users are those people who use the internet every day or every other day
• Social media is driven by active internet users, if you don’t use the internet regularly you are
unlikely to sign up for tools such as blogging or set up a social network profile.
• Active internet users drive adoption of platforms and tools and they will determine which tools
and platforms become dominant in the social media space.
• They are the best proxy for the future, over time all internet users will increase their usage.
Eventually everyone will become an active internet user, just as consumers made the transition
from occasional to regular TV watching in the 1950s and 1960s.
The Socialisation of Brands
17. An increasingly active universe
Figure 2 : “Thinking about the internet, which of the following have you ever done?”
100
Read blogs / weblogs
Start my own blog / weblog
Leave a comment on a blog site
80
Upload my photos to a photo sharing site
Upload a video to a video sharing site
% ever done
Watch video clips online
Create a profile on a social network
60
Manage a profile on a social network
Visit a friend’s social network page
40
20
0
Wave 1
Sep 06
Wave 2
Jun 07
Wave 3
Mar 08
Wave 4
Mar 09
Wave 5
Jul 10
17
18. The social challenge for brands
The web is changing. It’s no longer just a place for information seeking and shopping but a platform
where connections are made, friendships formed and information and opinion exchanged.
The new social web makes different demands on both consumers and advertisers. Consumers are
not merely finding, they are contributing; writing, uploading pictures, videos, creating regular status
updates and livestreaming their every day happenings.
Social networks have become more embedded in our everyday lives, whether it’s Facebook, Orkut or
LinkedIn, we now contact more people in our personal life through our social networks (our research
shows that on average we stay in contact socially with 52 people via these networks) than we do
through any other means including face to face contact, email and phone.
It’s essential for brands to understand why and where different groups of consumers participate in
this new world. It’s not merely a question of identifying the best places to target – the classic media
planning/buying approach – but truly knowing what motivates them to be part of it.
Understand that and brands can create campaigns, messages and communities that consumers
want to be part of, spreading the message far and wide much more effectively than simply buying
banners and buttons in these spaces.
When we started tracking the growth of social media with our Wave study in 2006, these platforms
were merely a seed of what they have since become.
The Socialisation of Brands
19. Fast forward to 2010 and Facebook is no longer the new, new thing but a legitimate rival to Google
for ownership and domination of the digital space.
What we have discovered in every iteration of our research is that social media participation among
active internet continues to vary widely, in some countries blogging is or was top of the tree, in others
it is or was uploading video, for example. In all markets the use of social networks has been rising
steadily – and in some cases very rapidly indeed.
Similarly this latest research project finds that the motivations for blogging, joining a social network,
uploading a video or a photo are not only very different at a global level but that individual countries
and regions also have a different take on the value, appeal and utility of each platform.
Wave 5 – The Socialisation Of Brands – and the detailed data that lies behind it – will help brands
understand what they need to do to connect with consumers on the social web.
19
20. The Socialisation of Brands
With Wave 5 we have created a roadmap that will help brands create the right social media
experience. We know that people are more than willing to join social communities online and are
doing so in their millions, but do they want to interact with brands in these spaces? The results from
Wave 5 – The Socialisation Of Brands answer that question with an emphatic yes and this is true
across a broad range of categories.
The Socialisation of Brands
21. The challenge then is to identify the kind of social relationship consumers want and we do this by
following four steps.
Understand
how and, more
importantly, why
people use
social media
Map the
social landscape
of the category you are
operating in and where
your consumer fits in
that landscape
Identify the
social needs
of the consumer
Identify
the platforms
that best meet
those needs
The combination of social demand and platform understanding will
give us the clear insight to create successful social media programmes.
21
24. Means and motives
It is our belief at UM that brands should first concern themselves with why people engage in social
media, and their motivations, before we try to understand the platforms themselves.
When consumers engage socially online they do so to meet certain needs. It could be to promote
themselves, to share new experiences with others or just to have fun and waste time. It is a community
peopled by a broad range of users, everything from career builders and money makers to community
creators and story tellers. So social media definitions such as “friend”, “fan” or “follower” cannot really
describe the complex interactions and relationships that exist in this environment.
Social media are often lumped together too. Sometimes the term is used synonymously with social
networks but Facebook and its brethren are merely major players in a diverse eco-system. In fact
the social media universe includes a wide range of different platforms ranging from IM, blogging to
photo and video sharing sites. Social networks are trying to offer many of these functions in one place
but the reasons why consumers use them, whether they are on a social network site or a separate
platform vary widely.
Therefore looking at why people engage in social media and how effectively each social media
platform is able to meet these needs becomes of paramount importance. We can see that blogs,
message boards and video sites (see Figure 3) deliver specific needs. Video sites are great for having
fun and being entertained, message boards are great for seeking alternative opinions and changing
those of other others and blogs are powerful platforms for self expression and self promotion.
This is the challenge of understanding the complex eco-system of social media.
The Socialisation of Brands
25. Figure 3: “Which of the following do a good job when you want to...”
Stay in touch
with friends
Be creative
Change opinions
Share new
experiences
Earn respect
Explore the
world around
Share
knowledge
Express
yourself
Seek other
people’s
opinions
0
Promote
yourself
10
20
30
40
50
Feel like
you belong
Hang out or
waste time
Meet new
people
Manage my
life better
Have fun /
Be entertained
Make money
Keep up to date
Make contacts
for work
Blogs
Video sites
Learn
something new
Message Boards
Instant Messenger
25
26. Means and motives
Social networks enable us to create a network of digital friends that may or may not correlate with
our “real world” friends.
So it’s no surprise that meeting people, staying in touch and sharing experiences are key motivations
for signing up to these platforms; acquiring a sense of belonging is another reason to be part of it.
What is more surprising is how effective social networks are at meeting so many other need states,
ones traditionally better serviced by more specialised platforms, like blogging. They are also great for
changing opinions, promoting yourself, keeping up to date and earning respect.
Split the motivations by country, and once again there is a dramatic split. In China members of
Renren, 51.com and Kaizen001.com are looking for fun, in France consumers are hoping to advance
their careers while in Germany the search is for a community that participants can be part of. The US
and the UK also stand out, driven by the need to self-promote and influence others.
The Socialisation of Brands
27. Figure 4: “Which of the following do a good job when you want to...”
Stay in touch
with friends
Be creative
Change opinions
Share new
experiences
Earn respect
Explore the
world around
Share
knowledge
Express
yourself
Seek other
people’s
opinions
0
Promote
yourself
10
20
30
40
Feel like
you belong
Hang out or
waste time
Meet new
people
Manage my
life better
Have fun /
Be entertained
Make money
Make contacts
for work
Blogs
50
Video sites
Message Boards
Keep up to date
Learn
something new
Instant Messenger
Social Networks
27
28. The gravitational pull of social
networks
It is, perhaps then, unsurprising that social networking is causing the most fundamental shift in social
behaviour seen since the invention of email. They have moved from being places to meet friends and
stay in contact to multi-faceted platforms capable of delivering a wide variety of social needs.
What is a social
network?
A site designed to allow
users to meet, communicate,
share content and build
communities.
The Socialisation of Brands
30. Figure 5: “Thinking about the internet, which of the
following have you ever done?”
As a result we see them fast becoming
a ubiquitous tool for social interaction
and you’d wrong to think that this is
only an activity for the young.
Create a profile on a social network
Manage a profile on a social network
Although penetration amongst 16-24
year olds remains highest it is in the
25-34 year old bracket that we have
seen the greatest increase in usage,
from 52% to nearly 70% in the last
3 years.
100
80
% ever done
However, in all age brackets, we are
seeing a similarly spectacular rise.
Currently, nearly 3 quarters of the
active internet universe claim to
have ever managed a profile on a
social network. If the current trends
continues, a social networking profile
will become as fundamental part
of our daily lives as our telephone
number.
Visit a friend’s social network page
60
40
20
0
Wave 1
Sep 06
The Socialisation of Brands
Wave 2
Jun 07
Wave 3
Mar 08
Wave 4
Mar 09
Wave 5
Jul 10
31. A truly global movement
80
61.4%
60
51.4%
45.1%
40
20
Global
79.3%
68.4%
48.3%
58.1%
47.4%
64.8%
66.1%
51.4%
33.1%
USA
53.4%
China
55.5%
58.6%
UK
63.6%
74.5%
Russia
62.8%
53.9%
51.4%
Brazil
India
53.9%
24.0%
34.4%
27.2%
Italy
36.6%
37.8%
Germany
43.4%
53.2%
72.5%
46.2%
55.5%
29.9%
Spain
Figure 6: “Thinking about using the internet, which of the following have you
done in the last 6 months?” - Manage a profile on an existing social network
26.3%
France
Wave 3
Wave 4
Wave 5
31
32. A pull of people and activity
PH
OT
O
S
We aren’t just seeing a large rise in the number of people joining social networks. They are also
using them for a broader range of activities. A ready made, audience combined with increased site
functionality means that they are, for example, sharing videos, organising groups and events, sharing
photos and dating (see Figure 7). In fact, in 2009 they were using them for 6.4 activities. In 2010 this
has now risen to 8. Again, this trend is decidedly upwards.
The Socialisation of Brands
33. Figure 7: “Which of the following have you done with your social networking profile?”
- Amongst those who have used a social network in the last 6 months
80%
Message friends
Find old friends
70%
Find new friends
Dating
60%
Update my profile
50%
40%
30%
20%
10%
0%
Wave 3
2008
Wave 4
2009
Wave 5
2010
33
34. We are seeing a large rise in social connections via all digital means but leading the way are the social
networks. They have become the largest source of social interaction, finally outstripping face to face
contact in 2009. As finding friends old and new still remain the most highly participated activities it’s
a trend clearly set to continue. This is community growth on an phenomenal scale (See Figure 9).
Figure 8 : “Approximately how many people do you stay in contact with in your personal life through the following means?”
60
Face to face
Phone
Text message
50
Email
Average number of people
Instant Messanger
Social Network
My personal blog
40
Forum / message board
30
20
10
Wave 3
2008
The Socialisation of Brands
Wave 4
2009
Wave 5
2010
35. Number of people
Growth on a phenomenal scale
52
38.8
29.7
Global
53.0
31.8
31.2
39.5
50.0
36.3
16.7
15.6
USA
57.0
China
50.5
40.6
74.0
UK
66.0
57.9
14.1
Italy
25.2
34.7
47
16.5
Germany
40.0
France
India
41.0
17.6
58.0
43.2
Brazil
34.6
23.8
Russia
57.5
30.7
11.7
47
Spain
Figure 9 : “Approximately how many people do you stay in contact with in
your personal life through the following means?” - Social Network (average)
Wave 3
Wave 4
Wave 5
35
36. Content sharing starts to migrate
How is the growing power of social networks affecting other social media platforms? We are
certainly seeing content creation and sharing via photo sharing and video sites continuing to grow.
However, we are seeing growth occur at a much slower pace than we have seen in past Wave studies
(see Figure 10).
Figure 10 : “Thinking about using the internet, which of the following have you done in the last 6 months?”
100%
90%
Upload my photos to
a photo sharing website
80%
Visit a photo sharing
website
70%
Upload a video clip to
a video sharing website
60%
Watch video clips online
50%
40%
30%
20%
10%
0%
Wave 3
2008
The Socialisation of Brands
Wave 4
2009
Wave 5
2010
37. But the ease with which social networking platforms have incorporated content sharing functionality
into their sites, particularly in the mobile space, means that users are clearly adopting these platforms
for sharing at a much faster pace than dedicated photo and video sharing sites.
Figure 11: “Which of the following have you done with your social networking profile?”
- Amongst those who have used a social network in the last 6 months
80%
Upload photos
Upload videos
70%
60%
50%
40%
30%
20%
10%
0%
Wave 3
2008
Wave 4
2009
Wave 5
2010
37
38. Specialisation of blogs & forums
As social networks keep growing we also see them begin to dominate discussion about personal topics.
People are moving away from reading and discussing personal topics on both blogs and forums. At
the same time we see a corresponding rise in social networks as the key platform for personal blogs
(See Figure 12).
The Socialisation of Brands
39. Figure 12 : “When you read blogs, which of the following types of blogs do you read most often?”- Amongst those who
have read a blog in the last 6 months, “Which of the following have you done with your social networking profile?” Amongst those who have used a social network in the last 6 months
50%
Personal blogs
(diary sites)
45%
Family / friend
blogs
40%
Write a blog on a
social network
35%
30%
25%
20%
15%
What is a blog?
10%
A blog is a website that is
created by a user in order
to update others with
regular commentaries,
opinions or share content.
5%
0%
Wave 3
2008
Wave 4
2009
Wave 5
2010
39
40. As a result, we are seeing them become more orientated towards specialised topics. They may no
longer be the platform of choice for personal expression but they are clearly seeing some success in
their battle to become legitimate rivals to the traditional media outlets by building specialist credibility.
Figure 13 : “When you read blogs, which of the following types of blogs do you read most often?”
- Amongst those who have read a blog in the last 6 months
40%
News / Current Affairs
Product recommendations
Music
35%
Technology
Business
(general news & opinion)
30%
Business news
(relevant to my job)
A company/brand blog
Science
25%
Sport
Film / TV
20%
Gaming
Travel
(holidays, destinations)
Celebrities
15%
10%
Wave 3
2008
The Socialisation of Brands
Wave 4
2009
Wave 5
2010
41. Blogging
100
80
Declining or stabilising in Western countries,
but growing in others.
60
60.6%
55.3%
64.5%
40
20
74.9%
45.6%
50.2%
75.7%
59.3%
China
41.3%
72.4%
Brazil
61.9%
51.0%
63.6%
35.2%
45.6%
France
36.3%
46.7%
63.1%
63.3%
55.9%
60.3%
29.6%
Germany
50.2%
62.2%
India
51.5%
Italy
63.4%
40.9%
40.8%
UK
54.6%
Russia
74.5%
50.7%
79.6%
46.7%
USA
Global
Spain
Figure 14: “Thinking about using the internet, which of the following have
you used in the last 6 months?” - Read blogs / weblogs
Wave 3
Wave 4
Wave 5
41
42. The rise of microblogging
Microblogging is a great example of a new form of social media
that has, within an incredibly short space of time, become a mass
market activity.
Figure 15 : “Thinking about using the internet have you used a
microblogging service like Twitter or Jaiku in the last 6 months?”
40%
35%
30%
25%
20%
What is a microblog?
15%
A blog on which updates
are restricted in length
(usually to less than 140
characters)
10%
5%
0%
Wave 4
2009
The Socialisation of Brands
Wave 5
2010
43. It’s certainly the fastest growing social media platform that we track within our study (see figure 15)
and as it has grown we have seen a significant move towards a more female profile amongst the
community (see Figure 16).
Figure 16 : Age and gender profile of people who have used a microblogging service in the last 6 months
45-54
8%
45-54
8%
34.6%
34-44
19%
16-24
41%
25-34
32%
65.4%
42.6%
34-44
20%
16-24
39%
57.4%
25-34
33%
Wave 4
2009
Wave 5
2010
Clearly, the fact that it doesn’t require an enormous amount time spent creating content, but still
allows you to maintain a constant stream of news, updates and opinion has much appeal. But it is
also its position as an undiluted way to communicate with audiences, without the need to engage
with a sometimes difficult or prohibitive mass media, that gives it real potency. This has been clear
during recent news events when people sent regular updates on, for example, the Iran protests or the
Mumbai bombings that added a more personal and visceral dimension to the ensuing events. For
the same reason it has been adopted wholesale by the marketing fraternity, in particular many high
profile celebrities.
There is still much debate about how many people are actually tweeting vs following, however, with
its integration into a number of simple mobile applications its growth will continue.
43
46. The mobile engine of social media
The most significant shift in social media over the last few years has been the ability of users to
engage in social media via mobile. The availability of powerful handsets and tablets with flexible
operating systems, such as Google’s Android and Apple’s O.S. combined with flat rate data charges
has created a fertile environment for the growth of mobile social media. Alongside these has been
the development of a range of easy to use first and third party applications that allow users to engage
with their social media platform of choice, such as Facebook or Twitter, using a simple to use interface.
As a result our Wave 5 data shows clear correlation between smartphone ownership, mobile internet
access and engagement in social media (See Figures 18 and 19). Not only are smartphone users
more likely to engage in a wider variety of platforms (see Figure 19) they do more often too. They
visit their social network profile on average 3.5 times a day, 18% more often than the average social
network user.
The Socialisation of Brands
47. Figure 18 : Percentage of people who access the internet via a mobile device and the % of people who access the
internet via a mobile device and have a smartphone
60%
Mobile internet users
Mobile internet users with smartphones
50%
40%
30%
20%
10%
Brazil
Spain
France
Germany
Italy
India
US
UK
Russia
China
GLOBAL
0%
Figure 19 : “Thinking about using the internet on your mobile device, which of the following have you done in the last 6
months?” - Amongst all who have accessed the internet via a mobile device and smartphone owners
0
10
20
30
40
50
Use Instant Messenger
Watch video clips online (e.g youtube.com)
Read blogs / weblogs
Visit a friend's social network page
Visited an official company / brand websites
Visit a photo sharing website (e.g flickr.com)
Visit a message board / forum
Upload my photos to a photo sharing website
Shared a music file / mp3 with a friend
Started a topic on a message board/ forum
Post / write stories for my own blog / weblog
Manage a profile on an existing social network
Leave a comment on a blog site
Share a video clip with a friend
Used micro blogging service like Twitter/Jaiku
Joined an online community around a brand/prod
Upload a video clip to a video sharing website
Create a video to upload online
Joined a professional social networking site
Created an online community around brand/prod
All respondents
Smartphone owners
47
48. The connected generation
One of the most interesting things about the mobile social media user is not just the range and
frequency of their activity but who they are. You might be forgiven for thinking that the people
at the forefront are just the youngest adopters but, in fact, our research shows the higher cost of
smart phone ownership and usage means that this audience is certainly at the higher end of the
socio-economic scale. They have a broader age range, more like to be aged 25-34. They are more
likely to be male (63%), married (53%), have a medium to high income (62%), have a high level of
education (65% have a degree or post graduate qualification). Not only are they a wealthy consumer
they are also highly influential. They are more likely work in senior decision making positions within
companies(25%) and are more likely to try products first (index 172) and influence others in regard
to their purchases (index 157)
It is clearly a significant audience and one which not only represents the future face of social media
usage but a very interesting and influential audience today.
The Socialisation of Brands
49. Understanding means and motive is
everything
• Social media is an incredibly dynamic environment
• A deeper knowledge of consumer needs
and motivations is the key to unlocking our
understanding of social media
• Understanding these motivations explains much
of what is happening
• Why people engage in social media is an
important starting point but there is still a
missing piece of the puzzle
• What kind of social experience are people
looking for with brands?
49
52. Is there a social demand for brands?
There is much debate about the role that brands can or should play in social media. The big question
is do people actually want a social relationship with them at all?
We have found over the last three Waves of research a decline in the number of people saying
that they have visited an official company website (See Figure 20). Does this mean that there is
less appetite to engage with brands in their “official spaces”? Does the increasing power of peer
to peer recommendation and the huge number of spaces that facilitate this recommendation, the
burgeoning influence economy, mean that people no longer feel the need to engage directly with
brands to find the information they want? Well, we can certainly see a trend towards consumers
engaging with brands in social media. When we look at the numbers of people who are becoming
fans with brands on their social networking platform we see a huge rise in the last year (See figure 21).
Clearly, just by being present in a space socially relevant to the consumer means that they are more
than willing to engage.
The Socialisation of Brands
53. Figure 20 : “Thinking about using the internet, have you visited an official brand/company website in the last 6 months?”
86%
84%
82%
80%
78%
76%
74%
72%
70%
Wave 3
2008
Wave 4
2009
Wave 5
2010
Figure 21 : “Which of the following have you done with your social networking profile?” -Amongst those who have used
a social network in the last 6 months”
50%
Wave 4 (2009)
Wave 5 (2010)
40%
30%
20%
10%
0%
Affiliate with or
become a fan of a brand
Join a group
53
54. The answer is a resounding “Yes”
But it’s not just on their social networking profile that people are affiliating themselves with brands.
Our Wave 5 research shows that, globally, nearly half of the active internet universe claims to have
joined a brand community at some point (see figure 22). This clearly identifies a demand for brands
in the social space.
Figure 22 : “Have you ever joined a brand community online?”
100%
50%
GLOBAL
Thailand
Philippines
Chile
South Korea
Colombia
China
Ecuador
South Africa
Argentina
Brazil
Malaysia
Slovakia
Portugal
Hong Kong
Singapore
Turkey
Taiwan
Mexico
India
Poland
Russia
UAE
Spain
ROI
Lithuania
Romania
Egypt
Qatar
Czech Republic
Bahrain
US
UK
Denmark
Austria
Hungary
Sweden
Australia
KSA
Tunisia
Italy
Kuwait
Netherlands
Norway
Canada
Belgium
Estonia
Lebanon
Latvia
Oman
Germany
Japan
France
Algeria
0%
The Socialisation of Brands
55. Is social demand true for all categories? Well, we asked people if they wanted an interaction with
brands beyond a simple transaction across a number of categories (see figure 23). These included
a range of interactions from getting access to advance news of products to being able to access
decision makers and influence product development. It’s clear from the results that, even though the
level of social demand differs by category, there are significant numbers of people who do want to
engage with brands in all categories (even if this engagement was more superficial, like just having
access to breaking news).
Figure 23 : Amongst those who show an interest in an category, how many want an interaction with companies in that
category (i.e. At least one or more interaction). These included a range of interactions from getting access to advance
news of products to being able to access decision makers and influence product development
Health
Music
Movies
75%
Software
71%
Food
70%
Telecomms
Travel
73%
74%
71%
71%
Finance
67%
Cars
63%
55
56. Brand communities
So why are people joining brand communities?
Although many are saying that they have joined a brand community online to gain access to free
content (69.6%), the highest motivations are to learn (78.6%) and get access to advance news of
products (76.1%).
In the influence economy, information is clearly a very valuable commodity.
These motivations are prevalent across all markets but when we look regionally we can see that there
are nuances (See figure 24).
In Latin America brand communities are more likely to be driven by the desire to associate themselves
with something (to support a cause or even something they think is cool). In Asia they are more likely
to join if it was recommended to them by their peers and in the Middle East it is about feeling part of
a like-minded community.
The Socialisation of Brands
57. Figure 24 : Agreement with the descriptions of why they joined a brand community amongst those have ever joined a
brand community online by region.
To support a cause
To share my
appreciation
with others
To get advance
news on products
Because it was
recommended
to me
To associate
with something
I think is cool
0%
20%
40%
60%
To fill time /
have fun
100%
To learn more
about it
To get free
content
Europe
80%
North America
Latin America
To feel part of a
like-minded community
Asia & Oceania
Middle East & Africa
57
58. What’s the benefit to brands?
The other big debate in social media is identifying the value of brand community engagement and
interaction. Of those people who joined a brand community, 72% said they thought more positively
of the brand as a result, 71% said they are more likely to buy the brand, 66% said they felt more
loyal to the brand and 63% said they recommended others to join. So clearly there is an opportunity
to build brand equity, drive sales, increase loyalty and create brand endorsement all of which sounds
a lot like the holy grail of marketing communications. Of course, things are not so simple or easy.
In order to create a social media experience that will benefit the brand in these ways we must first
understand what kind of social media experience consumers want.
Figure 25 : “As a result of joining a brand community, please indicate how much you agree with the following
statements?”
72%
71%
“I thought more positively
of the brand”
“I am more likely to
buy the brand”
The Socialisation of Brands
66%
63%
“I felt more loyal
towards the brand”
“I recommended
others to join”
59. Mapping the right social media
experience
There are four steps to identifying the right social media
experience for brands:
• Understand the social landscape
of the category
• Identify where the consumer
fits in this landscape
• Identify the social needs
of the consumer in the category
• Map them to social media
platforms that can best deliver them
59
60. The social landscape of categories
The first thing we need to understand is the level of social activity in each category. We do this by
mapping involvement across a spectrum of social engagement. From those actively creating content
and collaborating with others to those simply seeking information.
What we see is that certain categories with very broad appeal, like music and movies, have large
numbers of people engaged in collaboration, creation, sharing and seeking.
Conversely, categories like sport or fashion have a much smaller number of people engaged in the
category but a higher proportion of those are actively collaborating.
However, in all categories there are significant numbers of people already actively engaging with
brands and companies. The reason why it is important to understand the consumers current level
of engagement with the category is because it has a fundamental effect on the depth of social
interaction they want.
The Socialisation of Brands
61. Figure 26 : “Thinking about how you seek and share information regarding different products and services, which
of the following statements best describe how you seek and share information in each of the following categories?”
Numbers of consumers (in 000’s). Note: consumers can be active in more than one segment within a category.
Wine, spirits & alcohol
Non-alcoholic drinks
Luxury goods
Cosmetics
Console/PC Gaming
Sport
Cars
Portable technology
Fashion
Energy & environment
Computer hardware
Personal finance
Household products
Home technology
Travel
Mobile phones and services
Computer software
Food
Health & wellbeing
Music
Movies
600,000
400,000
200,000
0
200,000
400,000
I create content and collaborate with
people and companies in this category
800,000
I share opinions, content and
information in this category
I often seek information in this
category to keep up to date
600,000
I sometimes seek information
in this category when I need it
61
62. Different categories, different
audiences, different needs
We can see that different categories have different social media needs. Analysis of the movie
and health categories, for example, show that access to fun content is key for the movie category
(unsurprisingly in a very visual and content rich medium) whereas learning is the dominant need in
the health category (see Figure 27).
Figure 27 : “Thinking about companies
in the following categories, which of
following statements describes the kind
of interaction you would like to have with
these companies?” amongst those who
show an interest in the category
Access to fun and
entertaining content
Contact employee
decision makers and
influence product
development
Access to
breaking news
Tools help express
creativity and
make something
worth sharing
An opportunity
to learn
something new
0%
10%
20%
30%
An opportunity
to develop
my skills
50%
Access to
unique events
or competitions
A personal response
to my issues / complaints
Movies
The Socialisation of Brands
40%
Communicate
and share experiences
with others
Health & Wellbeing
63. And it’s not just the category differences that we have to take into account. We also need to consider
current category behaviour as this has a significant impact on their social needs and expectations.
When we look at people actively engaged in the Computer Software category, for example, we can
see that the demand for customer service (a personal response to issues and complaints) is equally
important to both content creators/collaborators and seekers of information (see Figure 28). However,
in all other regards creators/collaborators want a much deeper and more diverse social relationship
but in particular we see that learning and skills development are the key social needs.
Figure 28 : “Thinking about
companies in the computer
software category, which
of following statements
describes the kind of
interaction you would like to
have with these companies?”
amongst those who create
content or seek information
in the category.
Access to
unique events
and competitions
An opportunity to
learn something new
An opportunity to
develop my skills
Contact employee
decision makers and
influence product
development
Access to
breaking news
0%
20%
40%
Tools help express
creativity and
make something
worth sharing
60%
80%
100%
Free coupons /
money-off vouchers
Access to fun and
entertaining content
A personal response
to my issues / complaints
Communicate and share
experiences with others
I create and collaborate with people
and companies in this category
I often / sometimes seek information
in this category to keep up to date
63
64. Mapping needs to platforms
Clearly, understanding the social needs of the consumer is the key to creating a successful social
media programme. If all the consumer wants is access to information and news there is no point
in creating an all singing, all dancing interactive content sharing platform. On the other hand if they
want to be involved directly with product development then access to new news is unlikely to be
involving or compelling.
Since these needs differ widely by country, category and audience it is essential to have a granular
view of the social dynamics at play.
The other important factor is an understanding of which platforms and forms of communication best
meet these needs. Wave 5 – The Socialisation of Brands also contains a wealth of information that
can help identify the most influential platforms at both macro and micro level.
We believe that the combination of social need state and the ability of platforms to meet these needs
gives us the crucial insight required.
The Socialisation of Brands
65. Share experiences with other customers
Cosmetics
Portable Technology
Home Technology
Personal Finance
Wine, Spirits & Alcohol
Sponsored link on a search engine Recommendation from a friend
Ad on a blog
Energy & The Environment
Sponsored music / video player
Luxury Goods
Travel
Sport
Music
Movies
Access to unique events
Food
an my
Opportunity to develop d skills
m
a br
ing
Console / PC Gaming
Cars
tur
C
Computer Software
fea
Personalised ad on social network pageonline
age
ip
o cl
Vide
Mobile Telecommunication
Influence product development website
Brand
Sponsored link on social network page
ed l
ink o
na
web
si
te
O
Com nline bran
pan
y / B ded video clip
rand
B ss
expreLO
Tools to help / Brand BLOGG f a
Company
nsor
Expert recommendationn o
tio
da
Instant Messenger
en nces
xm
Access to y emperie news
rk
e m breaking
co
unicat Resocial netwo
Comm
t on a
Widge
Spo
Fashion
65
68. The impact
Social media is an incredibly dynamic environment.
Terms like “friend” and “influencer” are no longer adequate to describe the array of social activity and
interaction that is occurring amongst the vast communities now being built online.
A deeper understanding of consumer needs and
motivations is the key to unlocking a real
understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people
that are connecting in the social media space. There is huge demand for a more social and interactive
relationships with brands.
Almost half of the Active Internet Universe has already
joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand
loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the
key to creating a successful social media experience.
The Socialisation of Brands
69. What does this mean for your
business?
Wave 5 – The Socialisation of Brands is an in-depth study and there are many other aspects that
we are unable to cover in this report.
If you want to know how to operate in the new social media landscape and what this means for your
business please contact:-
EMEA
APAC
Glen Parker
Research Director - EMEA
Glen.Parker@umww.com
Natalie Pidgeon
Director IQ and Insights - APAC
Natalie.Pidgeon@umww.com
North America
LatAm
Heidi Browning
EVP Global Digital Officer
Heidi.Browning@umww.com
Mario Mejia
Strategic Director - Colombia / LatAm
Mario.Mejia@umww.com
Huw Griffiths
EVP Global Director of Research
Huw.Griffiths@umww.com
69