WAVE6 - Bussiness of social - Srbija
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Wave6 Srbija - predstavljanje lokalnih rezultata najveceg i najobuhvatnijeg globalnog istrazivanja na temu drustvenih medija. Globalno sprovedenog od strane UM-a, u Srbiji realizovano od strane UniversalMedia u saradnji sa svojim digitalnim partnerom agencijom Fastbridge. Kvalitet uzorka za istrazivanje Mediana. Podrzan od strane IAB Srbija. Prezentaciju mozete pronaci na htttp://www.universalmedia.rs i http://www.fastbridge.rs
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- 2. Contents • Executive summary • What is Wave? • The continuing story of Wave • Social movements • Will data privacy slow social? • The Business Of Social • Connecting with social experiences • The impact: Summary • What does this mean for your business? • About this report The business of social | Social media tracker 2012
- 3. Real Actionable Insight A SOCIAL MOVEMENT THE POWER OF SOCIAL CONNECTING WITH SOCIAL EXPERIENCES The business of social | Social media tracker 2012
- 4. Executive Summary • The story so far in social networking has been one of incredible growth. But Wave 6 shows that in the future the biggest impact of social media 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 behaviour and media consumption. • Consumers are continuing to move away from increasingly soloed brand websites, viewing them as specialist or one dimensional experiences compared to those offered by social media. Brands will need to reach out to consumers in the social spaces if they are to connect online. • Even those data privacy concerns are rising, 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 that social platforms 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. The business of social | Social media tracker 2012
- 5. What is Wave? • Wave is a social media study. • Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across Waves. • All research is conducted by the EMEA Research team in collaboration with the UM network of agencies. • We have surveyed 41,738 16-54 Active Internet Users in 62 countries. • In Serbia we have covered active internet population from 16-54 y.o. , with 500 people within the representative sample, covering 2,013,000 ( 28% of total population ) • Our partner in this research in Serbia is the research company Mediana, who was responsible for the field work and quality of sample Why the Active Internet User? • Active Internet Users are those that use the internet every day or every other day. • Social media is driven by Active Internet Users. • They drive adoption of platforms and tools and they will determine which tools and platforms become dominant. The business of social | Social media tracker 2012
- 6. BUSINESS SOCIAL 62 countries 42,000 respondents September 2011: December 2011: QQ IM – over Over 845M active users 700M active users June 2011: 54 countries Over 200M tweets a day June 2011: Launch April 2011: MOTIVATIONAL 37,600 respondents March 2011: 100M members Valued at >$36Bn December 2010: 100M users October 2010: “The Social Network” film released just 2.5 months after launch July 2010: 100M check-ins August 2010: Groupon is the 38 countries fastest growing company of all time 23,200 respondents April 2010: iPad released February 2010: Facebook mobile – 100M users INFLUENTIAL August 2009: Xiaonei becomes RenRen Now more than 3.6Bn images on Flickr 29 countries June 2009: Launch 17,000 respondents March 2009: Launch VISUAL October 2008: Launch September 2008: First Android phone launch TEXTUAL August 2008: Over 100M users April 2008: Facebook overtakes 21 countries MySpace in popularity 10,000 respondents 15 countries March 2007: Launch 7,500 respondents January 2007: Launch October 2006: Launch September 2006: Launch July 2008: Launch February 2006: Launch August 2005: Launch April 2005: First video uploaded to YouTube March 2005: Launch January 2005: Launch December 2004: Launch February 2004: Launch January 2004: Launch August 2003: Launch September 2003: Launch June 2003: Launch May 2003: Launch January 2003: Launch March 2002: Launch January 2001: Launch October 1999: Launch The business of social | Social media tracker 2012
- 7. Wave 6 Algeria The expanding Wave universe Argentina Wave 5 Australia Austria Algeria Bahrain Argentina Belgium Australia Brazil Austria Canada Bahrain Chile Belgium China Brazil Colombia Wave 4 Canada Croatia Chile Australia Czech Republic China Austria Denmark Colombia Belgium Ecuador Czech Republic Wave 3 Brazil Egypt Denmark Canada Estonia Australia Ecuador China France Austria Egypt Colombia Finland Brazil Estonia Wave 2 Czech Republic Germany Canada France Denmark Greece Australia China Germany Ecuador Hong Kong Brazil Czech Republic Hong Kong Finland Hungary Wave 1 China Denmark Hungary France India France France India Australia Germany Italy Germany Germany Italy China Hong Kong Ireland (ROI) Greece Greece Ireland (ROI) France Hungary Japan India Hong Kong Japan Germany India KSA Italy Hungary Korea Italy Italy Kuwait Japan India KSA India Japan Latvia Korea Italy Kuwait Japan Korea Lebanon Malaysia Japan Latvia Korea Latvia Lithuania Mexico Korea Lebanon Mexico Lithuania Macedonia Pakistan Mexico Lithuania Philippines Malaysia Malaysia Philippines Netherlands Malaysia Russia Mexico Mexico Russia Pakistan Mexico Spain Netherlands Netherlands Singapore Philippines Netherlands UK Norway Norway Spain Poland Norway US Peru Oman Taiwan Romania Oman Philippines Philippines Thailand Russia Philippines Poland Poland UK Spain Poland Portugal Portugal US Switzerland Portugal Romania Puerto Rico Taiwan Qatar Russia Qatar Turkey Romania Singapore Romania UK Russia South Africa Russia US Serbia Spain Serbia Singapore Sweden Singapore Slovakia Turkey Slovakia South Africa UK South Africa Spain US South Korea Sweden Spain Taiwan Sweden Thailand Switzerland 41,738 62 Tunisia Taiwan Turkey Thailand UAE Tunisia UK Turkey Ukraine UAE US UK respondents countries Ukraine US Vietnam The business of social | Social media tracker 2012
- 8. Welcome to Wave 6 – The Business of Social • Social media remains at the top of the agenda for many brands. However, it is clear that as a medium for marketers it‟s still very much in its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are no more than proxies for other more meaningful brand objectives. In fact, by definition, setting these goals suggests you may have already confined yourself to creating a one-dimensional social experience. • Perhaps this is one reason why so many social media strategies look the same, using familiar platforms in familiar ways to achieve similar goals. With Wave 6 we intend to address this challenge. Wave 5 – The Socialisation Of Brands told us that people want vastly differing social relationships with brands. Wave 6 – The Business Of Social tells us what these social relationships can deliver for brands. Do they make people want to spend more time with the brand, do they make them feel valued as customers, or do they encourage people to recommend the brand to others? • Our research has revealed a deeply complex environment where different social experiences meet different marketing objectives. An experience that drives brand advocacy in one category simply creates awareness in another. An experience that encourages brand participation for one person does very little for someone else. Knowing the value of an experience means we can build a social media strategy designed to meet a marketing objective, rather than starting with how to exploit an existing social platform. • We believe this knowledge is vital if we are to make social media a legitimate platform for the development of brands. The business of social | Social media tracker 2012
- 10. Growth in social networking has slowed Global 45.1% 51.4% 61.4% 65.2% Wave 6 Wave 5 Wave 4 Wave 3 Wave: The business of social | Social media tracker 2012 3 4 5 6
- 11. Growth in social networking has slowed Brazil China France 63.6% 53.9% 74.5% 74.3% 47.4% 51.4% 68.4% 68.9% 26.3% 43.4% 53.2% 53.5% Some countries. like Brazil, India, Russia, see decline in how many people manage social Germany India Italy media profiles 27.2% 36.6% 37.8% 53.1% 51.4% 62.8% 72.5% 67.1% 24.0% 34.4% 53.9% 61.2% Spain Russia UK 29.9% 46.2% 55.5% 59.6% 64.8% 66.1% 79.8% 77.1% 53.4% 55.5% 58.6% 62.9% QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months? - Manage a profile on an existing social network (eg: facebook.com)” USA 33.1% 48.3% 58.1% 64.5% Wave: 3 4 5 6 The business of social | Social media tracker 2012
- 12. Serbian active internet users manage their profile slightly less vs. WAVE5 Macedonia and Croatia are more involved in social media than Serbia Global Serbia MK CRO 45.1% 51.4% 61.4% 65.2% 77.4% 71% 87.4% 84.2% Wave Wave 5 Wave 6 Wave Wave 6 Wave 6 Wave Wave 3 4 5 6 QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months? - Manage a profile on an existing social network (eg: facebook.com)” Wave: 3 4 5 6 The business of social | Social media tracker 2012
- 13. But as profile creation begins to plateau, active management still grows QUESTION: “Thinking about the internet, which of the following have you ever done?” Global average 88% 81% 75% 77% 49% Upload a video clip to a video sharing website video clips online Watch Create a profile on a new social network on an existing social network social network page Manage a profile Visit a friend's Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 The business of social | Social media tracker 2012
- 14. Watching video clips on line is the most popular activity in Serbia QUESTION: “Thinking about the internet, which of the following have you ever done?” 91% 76% 46% 71% 19% Upload a video clip to a video Watch video clips online Create a profile on a new social Manage a profile on an existing Visit a friend's social network sharing website network social network page Serbia Wave 5 Wave 6 The business of social | Social media tracker 2012
- 15. People are spending more time than ever on social networks With the youngest audiences we can see that social networking is as prevalent as traditional media consumption 10 Television 9 6 Radio 7 4 Global average Magazines 6 5 Everyone Newspapers 6 13 16-24 year olds Internet 13 7 QUESTION: “Approximately how much time did you spend consuming Email 7 the following media in the last 7 days?” - 7 Hours per week Social networks 9 6 Microblogging sites 7 7 8 Mobile phone 10 5 Blogs 6 Video sites 6 7 The business of social | Social media tracker 2012
- 16. In Serbia active internet users spend more hours on internet than TV and on mobile phones equally the same as TV Television 6 Radio 5 Magazines 2 QUESTION: “Approximately how much time did you spend consuming the following media in the last 7 days?” - Newspapers 3 Hours per week Internet 8 Serbia Email 4 Social networks 5 Microblogging sites 1 Mobile phone 6 Blogs 1 Video sites 4 The business of social | Social media tracker 2012
- 17. For the first time we are seeing a decrease in some social platforms QUESTION: “Thinking about the internet, which of the following have you ever done?” Read blogs/weblobgs 90% Start my own blog/weblogs 80% Visit a photo sharing website 70% Use instant messenger 60% % Ever Done Visit a message board/forum 50% Started a topic on a message board/forum 40% 30% 20% Wave 1 2006 Wave 2 2007 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 The business of social | Social media tracker 2012
- 18. Blogging: Declining or stabilising in many markets QUESTION: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogs Global 55.3% 60.6% 64.5% 63.2% Brazil China France 74.5% 70.9% 72.4% 67.9% 74.9% 75.7% 79.6% 81.4% 45.6% 50.2% 46.7% 43.9% Wave Wave 4 Wave 5 Wave 6 3 Germany India Italy 35.2% 36.3% 29.6% 39.3% 62.2% 63.1% 63.3% 55.6% 61.9% 51.0% 51.5% 51.7% Serbia MK CRO 76.6% 49.7% 64% 56.5% Russia Spain UK 59.3% 54.6% 63.4% 52.4% 63.6% 55.9% 60.3% 55.8% 50.7% 41.3% 40.8% 45.5% Wave 5 Wave 6 Wave 6 Wave 6 USA 45.6% 50.2% 46.7% 44.9% Wave: 3 4 5 6 The business of social | Social media tracker 2012
- 19. Microblogging is still rising but is yet to be fully understood globally Serbia is slightly abandoning microblogging Global QUESTION: “Thinking about using the internet, which of the following have you used in the past 6 months? – Used a microblogging service (e.g. Twitter, Jaiku)” 14.9% 33.2% 42.9% Brazil China France 13.4% 43.9% 47.6% 26.3% 53.1% 4.1% 8.8% 12.2% 71.5% Wave 6 Germany India Italy 6.2% 7.7% 15.9% 24.4% 45.5% 42.9% 9.4% 11.1% 17.7% Wave 5 Wave 4 Russia Spain UK 14.2% 19.9% 25.8% 11.5% 19.1% 24.8% 6.4% 19.3% 62.9% Serbia MK CRO 23.2% 19.1% 34% 15% USA 8.5% 18.8% 22.1% Wave Wave 6 Wav Wave 5 Wave: 6 e6 4 5 6 The business of social | Social media tracker 2012
- 20. Are we abandoning the brand website? QUESTION: “Thinking about using the internet, have you visited an official company/brand website in the past 6 months?” 100% 13% decrease 95% in 4 years on a global level 90% 85% Significant 80% decrease in Serbia vs 75% Wave5 70% 65% 60% The business of social | Social media tracker 2012
- 21. To get the most from social platforms we need to know what they do best Global average QUESTION: “Which of these online applications does a good job when you want to...” Forums Photo/Video sites Meet new people Seek other people’s 30% Stay in touch with opinions friends Microblogs Manage my life better 25% Make contacts for work 20% Blogs Explore the world Promote yourself around me 15% 10% Keep up to date Learn something new 5% 0% “Hang out” or waste Share knowledge time Earn respect Change opinions Share new experiences Be creative Feel like you belong Express yourself Have fun/be entertained Make money The business of social | Social media tracker 2012
- 22. In Serbia usage of microblogs and photo/video sharing sites is significantly lower. Key applications are blogs and forums QUESTION: “Which of these online applications does a good job when you want to...” Forums Meet new people Photo/Video sites Seek other people’s 30% Stay in touch with opinions friends 25% Microblogs Manage my life better Make contacts for work 20% Explore the world Blogs Promote yourself around me 15% 10% Keep up to date Learn something new 5% 0% “Hang out” or waste Share knowledge time Earn respect Change opinions Share new experiences Be creative Feel like you belong Express yourself Have fun/be entertained Make money The business of social | Social media tracker 2012
- 23. The brand website has specific strengths Global average QUESTION: “Which of these online applications does a good job when you want to...” Official brand websites Forums Meet new people Seek other people’s 30% Stay in touch with opinions friends Photo/Video sites Manage my life better 25% Make contacts for work 20% Microblogs Explore the world Promote yourself around me 15% Blogs 10% Keep up to date Learn something new 5% 0% “Hang out” or waste Share knowledge time Earn respect Change opinions Share new experiences Be creative Feel like you belong Express yourself Have fun/be entertained Make money The business of social | Social media tracker 2012
- 24. In Serbia brand websites have more strengths vs. some other applications QUESTION: “Which of these online applications does a good job when you want to...” Official brand websites Meet new people Forums Seek other people’s 35% Stay in touch with opinions friends 30% Photo/Video sites Manage my life better Make contacts for work 25% Explore the world Microblogs 20% Promote yourself around me 15% Blogs 10% Keep up to date Learn something new 5% 0% “Hang out” or waste Share knowledge time Earn respect Change opinions Share new experiences Be creative Feel like you belong Express yourself Have fun/be entertained Make money The business of social | Social media tracker 2012
- 25. The social network dominates all Global average Official brand websites QUESTION: “Which of these online applications does a good job when you want to...” Forums Meet new people Photo/Video sites Seek other people’s 50% Stay in touch with friends opinions 45% Manage my life better 40% Make contacts for work Microblogs 35% Explore the world around 30% Blogs Promote yourself me 25% 20% Social networks 15% Keep up to date Learn something new 10% 5% 0% “Hang out” or waste time Share knowledge Earn respect Change opinions Share new experiences Be creative Feel like you belong Express yourself Have fun/be entertained Make money The business of social | Social media tracker 2012
- 26. In Serbia the domination of social networks vs. other formats is drastic Official brand websites QUESTION: “Which of these online applications does a good job when you want to...” Forums Meet new people Photo/Video sites 80% 70% Stay in touch with Make money Microblogs friends 60% 50% Blogs 40% 30% Social networks Express yourself Make contacts for work 20% 10% 0% Be creative Promote yourself Change opinions Learn something new Share knowledge The business of social | Social media tracker 2012
- 27. The power of the social network differs across the world FUN SELF-IMPROVEMENT “Hang Out” or waste time Romania Argentina Denmark Slovakia Japan Norway Australia Learn something new Sweden UK Express yourself China Finland Hong Kong Greece Ireland Manage my life better Stay in touch with friends Have fun/be entertained Netherlands Spain Ukraine Share knowledge Belgium USA Latvia Italy Taiwan South Africa Estonia Canada Poland Vietnam Portugal France Meet new people Make contacts for work Serbia Singapore Turkey Keep up to date Share new experiences Change opinions Earn respect Switzerland Macedonia Chile Feel like you belong South Korea Thailand UAEExplore the world around me CONNECTION Croatia Germany Lithuania Czech Republic Austria opinions Mexico Philippines Malaysia Seek other people’sLebanon Colombia India Kuwait ENABLEMENT Tunisia Make money Ecuador Egypt Puerto Rico Bahrain Hungary Russia Be creativeQatar KSA Brazil Algeria Oman Promote yourself The business of social | Social media tracker 2012 QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country
- 28. And it explains much of the cultural context SELF-IMPROVEMENT FUN Learn “Hang Out” or waste something time new China UK USA Feel like Change you belong opinions UAE Kuwait KSA Serbia Lebanon Egypt Russia Bahrain Macedonia Tunisia CONNECTION Croatia Algeria ENABLEMENT The business of social | Social media tracker 2012 QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country
- 29. WILL PRIVACY SLOW SOCIAL?
- 30. People are concerned about the amount of personal data online 79% 65% 60% 60% -6.8% FYRM Global Croatia Serbia I am concerned about the amount of personal data online The business of social | Social media tracker 2012
- 31. People are concerned but also too attached 61.1% 50% 46.2% 42.2% -6.8% FYRM Global Croatia Serbia Social networks are integral to my social life The business of social | Social media tracker 2012
- 32. And people are still sharing personal data Global average QUESTION: “What have you done with your social networking profile?, 64% amongst those who have used a social network in the past 6 months” 62% 59% 59% 52% 49% 47% 47% 43% 44% 44% 38% 38% 31% 29% 30% 30% 27% 21% 21% 19% 19% Join a Dating Organise Purchased Make Shared Affiliate Write a Upload Join an Removed Join Display Play Used a Used Find Update Find old Upload Update Message Celebrity events something Contacts Your with or blog videos Interest Someone a group my interests games “like” live chat new friends my status friends photos my profile friends group for work/ location become group or from my button Professional fan of a cause friend list reasons brand The business of social | Social media tracker 2012
- 33. In Serbia, sharing personal data is not among top activities, our first choice of activities is about staying in touch with our friends 78% 74% QUESTION: “What have you done with your social networking profile?, amongst those who have used a social network in the past 6 months” 58% 53% 53% 52% 48% 49% 49% 47% 45% 40% 38% 38% 34% 29% 27% 22% 19% 16% 13% 9% Write a Purchased Make Organise Shared Upload Dating Used Join a Join an Affiliate Display Play Update Removed Join Update Upload Find Used a Find old Message blog something Contacts events Your videos live chat Celebrity Interest with or my interests games my status Someone a group my profile photos new friends “like” friends friends for work/ location group group or become from my button Professio cause fan of a friend list nal brand reasons The business of social | Social media tracker 2012
- 34. But we are sharing with more people than ever before QUESTION: “Approximately how many people do you stay in contact with 80 in your personal life through the following means?” Social networks 70 Instant messenger Forum/Message board 60 My personal blog Average number of people 50 Phone 40 Email Face to face 30 Text message (SMS) 20 Post/Letter 10 0 Wave 3 2008Wave 4 2009Wave 5 2010Wave 6 2011 Wave 5 2012 SR SR Wave 6 2012 The business of social | Social media tracker 2012
- 35. Sharing personal data is an accepted risk QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about missing out on something if I don’t visit my social network] vs. [I am concerned about the amount of personal data that goes online]” amongst those who have created a profile on a new social network. Size of bubble represents size of audience Size of bubble represents size of audience 75% Social networking % agree social networking is an integral part of my Brazil China more important 70% Egypt 65% India S Korea 60% social life Mexico FYRM Russia 55% Spain Turkey 50% USA Italy UK Germany Croatia France 45% Canada Serbia Poland Privacy more 40% Japan important 35% 50% 55% 60% 65% 70% 75% % agree concerned about the amount of personal data that goes online The business of social | Social media tracker 2012
- 36. THE POWER OF SOCIAL
- 37. The value of social experiences • A word that is frequently used in social marketing is „Engagement‟, often when citing the power of social media and the opportunity it brings for marketers. There is nothing wrong with this; it‟s a worthy ambition for a brand to try to engage with their consumers. The problem is that engagement is essentially a meaningless term. It could mean anything or everything and is really just used as a proxy for more meaningful brand objectives. With Wave 5 – The Socialisation Of Brands we asked some fundamental questions: do consumers want a social relationship with brands and if they do what kind of relationship do they want? This information has allowed UM to guide clients in the social space by understanding the needs of the consumer first and foremost. • With Wave 6 – The Business Of Social we have taken things a step further. Not just understanding the social experience that consumers want but also, crucially, defining the marketing value that these experiences can deliver to brands. This means we can not only identify the right experiences but also those that best meet our marketing objectives. The results of this research have truly been surprising and allowed us to further understand the incredibly diverse world of social media. Also, in the space of social CRM, the results have some profound things to say about how brands connect with consumers to create the most compelling experiences of all. The business of social | Social media tracker 2012
- 38. We think about social experiences first LOW INVOLVEMENT I want no interaction Access to news about new developments Discount vouchers Access to fun and entertaining content An opportunity to learn something new A personal response to my issues/complaints Access to unique sponsored events or competitions An opportunity to develop my skills The ability to communicate and share experiences with others Tools to help me express my creativity and make something worth sharing To be part of a brand community HIGH INVOLVEMENT The ability to influence product development The business of social | Social media tracker 2012
- 39. Social needs vary by category…. QUESTION: “Thinking about companies that make HEALTH AND BEAUTY products, which of the following statements describes the kind of interaction you want with these companies?” Health & Beauty Access to latest news & new product launches 45.0 % 40.0 % The ability to contact companies & To be part of a brand community influence new product development 35.0 % 30.0 % 25.0 % Discount vouchers for health & 20.0 % An opportunity to learn more about beauty products & services health and beauty 15.0 % 10.0 % 5.0 % 0.0 % Access to health & beauty events or An opportunity to develop and competitions to win products or improve my skills services Access to fun and entertaining The ability to communicate and content e.g. videos, games, music share experiences with other health etc. & beauty consumers A personal response to my Tools and help to express my issues/complaints creativity and share with others The business of social | Social media tracker 2012
- 40. How we define the value of social experiences Letting you know about the company AWARENESS Giving you a detailed understanding EDUCATION Making the company more desirable DESIRE Making you feel closer to the company SEEK MORE Encouraging you to try TRIAL Encouraging you to buy TRANSACTION Making you feel valued as a customer COMMITMENT Makes you want to spend more time with the brand INVOLVEMENT Encouraging you to recommend to others RECOMMENDATION The business of social | Social media tracker 2012
- 41. And these experiences deliver very different outcomes Health & QUESTION: “Thinking about the interactions that you have indicated you would like to Beauty have with companies that make health and beauty products, which interaction is best…?” 70.0 % 60.0 % Discount vouchers 50.0 % 40.0 % To learn more about 30.0 % health and beauty 20.0 % 10.0 % The latest news & 0.0 % product launches The business of social | Social media tracker 2012
- 42. The same experiences deliver different outcomes by category QUESTION: “Thinking about the interactions that you have indicated you would like to have with health and beauty companies and with companies that provide services in travel and holidays, which interaction is best…?” The ability to contact health and beauty 50.0 % companies and influence product development 45.0 % 40.0 % 35.0 % The ability to contact travel companies and 30.0 % influence product development 25.0 % 20.0 % 15.0 % 10.0 % 5.0 % 0.0 % The business of social | Social media tracker 2012
- 43. This means we can start with an objective “Make me feel closer to the company” Travel & Holidays Fashion Health & Beauty Music Access to the An Free money off or Access to latest offers & opportunity to discount news about discounts on learn more vouchers music, artists holiday & about health & music travel and beauty events QUESTION“Thinking about the interactions that you have indicated you would like to have with travel companies, companies that make health and beauty products, companies that are involved in the fashion industry and companies & artists that make & distribute music, which interaction is best…?” The business of social | Social media tracker 2012
- 45. The Power of Social Experiences • A key element for making the social network platforms accountable tools for marketers is being able to evaluate the value they bring to brands. This effort begins with understanding the intrinsic values of the social media platforms and the power of the experiences they can deliver. Wave 6 – The Business Of Social has begun to answer this question and now allows UM and Fastbridge to plan social strategies from the starting point of brand or business objective. We think this is an important step towards using social media in a more focussed and value driven way. • This approach also has implications for social CRM. Social media platforms, such as Twitter, are incredibly powerful tools for customer feedback. Using them in pro-active way to deal with problems very quickly is a proven and powerful driver of loyalty. However, responding quickly isn‟t always easy and many marketing teams require input from many other areas of the organisation before dealing with a problem. This suggests that a social media strategy should not just be the sole domain of the marketing department, but rather part of a company wide effort including legal, PR, customer support and others. This requires commitment and investment but our research has shown that those brands that accomplish this will benefit greatly. The business of social | Social media tracker 2012
- 47. Global data : PC, laptop and mobile devices still the main way to connect QUESTION: “Which devices do you own and which have you used to access the internet in the past 6 months?” - Size of the bubble represents % who own device. Desktop PC 70% Laptop/ Notebook 60% Mobile phone Portable Mp3 / video player % Own Device 50% 40% Games Console Smartphone Portable 30% Internet- Games Console Connected TV 20% e-book Tablet Reader 10% 0% 0% 10% 20% 30% 40% 50% 60% % Use Device to Go Online The business of social | Social media tracker 2012
Editor's Notes
- Our ambition with Wave is to provide real actionable insight that will allow clients to navigate the world of social media. And we do this in three ways.A social movement – Understanding the reasons why people engage in social media and the ability of platforms to meet these needs is a key to getting the most from themThe Power of Social – This lies at the heart of Wave 6. Powerful social experiences are not built by collecting “likes” but by first understanding the social experiences that the consumer wants and, secondly, only delivering those experiences that best meet our clients brand objectives.Connecting with social experiences – The consumer now has so many ways in which to interact with brands in the social space, be this a smartphone, a tablet or a P.C. and each of these have vastly different strengths. Wave 6 allows us to not only identify the right social experience to create but also the best environment in which to create it.
- In 2006, UM embarked on a project to measure the scale and impact of social media across the globe and to explore the changes occurring in communication technologies. To date, we have surveyed more than 136,000 Active Internet Users across 64 countries. Over the course of this project Wave has taught us that growth in social media is unprecedented. However, the real story has not just been one of growth but also of evolution. In a few short years social media has made content creators , sharers and influencers of us all. Wave 1 (2006) : demonstrated that social media was living up to the hype, there was a large and active community communicating online.Wave 2 (2007): showed how social media moved from a text-based medium of bloggers and posters to a fully audio visual one full of content creators and sharers.Wave 3 (2008): charted the democratisation of influence, how social media was driving greater means and opportunity for consumers to influence their peers.Wave 4 (2009): examined the reasons behind the huge growth in social media by understanding the motivations to use different social media platforms. Showing that consumers engage with a platform because it meets specific consumer needs and all platforms meet these needs differently.Wave 5 (2010): 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.
- The social network is beginning to reach a plateau amongst the active internet universe. As a result, we are going to see growth at a much slower rate from now on. This will naturally putpressure on Facebook as it IPOs. Investors will expect a return on their investment and the growth ofthe platform will be a key performance indicator. Facebook will need to find ways to get consumers tospend more time with them and further commercialise their services.It is clear however, that active management of a social network profile is continuing to rise) and time spent on a social networking site will continue to grow, at the expense of other platforms
- 2010 may have been the high point for many social platforms. Growth in some activities, like blog reading and creation, has stagnated. In others, like starting a topic on a forum or visiting a photo website, we are seeing a marked decrease.
- Added in global figure
- Since Wave started in 2006 we have tracked the growth of many emerging technologies and weoften see vast differences in the rate by country. Microblogs, e.g. Twitter, fit the typical profile of anemergent social media. Small faltering steps as the platform begins to grow and then suddenlythe event horizon is reached and they burst into life drawing in huge numbers of participants.A key difference with microblogging is that the Chinese active internet universe is leadingthe way with a penetration of 71.5%. Chinese microbloggers are a highly vocal and activecommunity. They are more likely to be highly educated and well paid, viewing microbloggingas a tool for self expression (49% in China vs. 32% globally) and sharing experiences (46% in Chinavs. 30% globally). It’s no wonder then that in a few short years using sites like SinaWeibo, Sohu.com and Tencent microblogging have reached mass penetration and have out-stripped social networking. Clearly the microblogging platform is becoming a highly influential form of media, explaining why the Chinese government is becoming so heavily involved through new rules of use and the launch of it’s own platform.
- One apparent casualty is the brand website, often a considerable investment for many brands.Since 2008, we have seen a continued decrease in the number of people saying that they visited anofficial brand website
- The question, then, is what role does the brand website play in a socially dominated web? If web usersare naturally migrating to the social platforms, where does the brand website fit in?The social web is a diverse and multi-dimensional environment allowing people to meet many humanneeds. As we saw from Wave 5 – The Socialisation Of Brands, people use different platforms to meetdifferent needs. Blogs are great for self expression, microblogs (e.g. Twitter) are great for keeping intouch and forums help you seek others opinions.
- In comparison, the brand website meets very few. Its primary role is confined to information andcommerce. This suggests that the brand website may not be the right location for creatingan interactive social experience.
- By comparison the social network platforms are far more powerful places and provide a variety of needs. This explains much about the power of the social networks and their unprecedented growth.
- Despite social networking being a truly global phenomenon, this hasn’t led to cultural homogeneityamongst communities. It is evident that understanding the role that social media plays and the needsthey best meet is important and our research shows that these needs are not uniform. As millions ofpeople across the world flock to join the social networking platforms the nuances between nationsbecome clear.
- For social networks, the desire to meet new people is the central need that unites everyone but forother needs cultural differences come into play. In the West, places like the UK and the USA, they areused for hanging out and having fun. In China and Hong Kong it’s about learning. In Eastern Europe it’sabout community and connecting with others, explaining why some of the largest and most engagedsocial communities in the world reside here. For example, using local sites such as Vkontakte, socialnetworking has reached 77.1% penetration in Russia, one of the highest in our study. When we lookat the Middle East, we see that many use social networks for earning respect from others, but alsoimportantly, changing other’s opinions. This explains why, during the Arab Spring, users naturallyturned to social media to spread information.
- Currently, one of the most valuable commodities that a social business can own is data. Many arecommercialising their platforms by delivering targeted advertising based on a user’s data andpreferences. This has driven much discussion over the privacy policies of both Google and Facebookin the last 12 months and the knock-on effect is a rise in the concern amongst users.However, despite this concern, it’s clear that social media is becoming an increasingly importantfacet of social life. We see a huge rise in the number of people saying that the social networks arefundamental to their social life.Our research shows that concern about sharing personal data online is real and building. However, thisconcern goes hand in hand with the growing importance that social networks are now playing in userslives. People are sharing as much data as ever before, be this photos, videos or simply updating theirprofile or status. So it is clear that users are aware that they are sharing data and, whilethis is a concern, the perceived benefits brought are too strong or outweigh the risks .
- People are sharing as much data as ever before, photos, videos or simply updating theirprofile or status. So it is clear that users are aware that they are sharing data and, whilethis is a concern, the perceived benefits brought are too strong or outweigh the risks .Updating your profile (62% globally) and status (52% globally) is a fundamental part of the socialnetworking experience. Also uploading your own content is continuing at high levels. For people using social platforms, sharing personal data is natural, and rather than looking for privacy they are looking for an opportunity to broadcast themselves.
- Our research shows that our social contact universe continues to grow but it is the rise in contacts through social networks that is the most dramatic. For the first time, in 2009, we saw that the number of people we are in contact with via social networks outstrip face to face. In the following years that has only accelarated.
- Our analysis shows that the countries that are most concerned about privacy are also, in many cases, the largest social communities. This suggests that privacy concerns and increased social network use goes hand in hand and soon becomes an accepted risk. Our analysis is that it will not curtail growth.
- Consumers want varying degrees of social relationship with brands. This can range from very superficialrelationships, such as wanting discount vouchers or access to entertaining content, to very deep onessuch as helping with product development or being part of a brand community.
- What this means is that when we think about a product category we do not automatically make the assumption that the consumer wants a relationship with us. Instead we try to understand the nature of the social relationship that they want. It could be superficial, “tell me when your product comes out” or it could be deep “let me help you develop products”. Either way this ensures we do not either over invest or under deliver when we create a social strategy.
- Note: We have deliberately used the drivers from the UM CAT planning tool as a means to connect Wave to the rest of our planning process. As we define the communications objective for our clients using the CAT drivers we can also use the same drivers to identify the social experiences we can create.
- Each of these experiences deliver very different outcomes. Graph shows that giving people access to new news about a health and beauty brand drives awareness and education. Again discount vouchers stimulate transaction and trial. However to learn more about the category drives trial.
- Category differences also play a role. Allowing consumers to help you develop product meets a variety of objectives in the computer software category but very few in the movie industry.
- By understanding the value of social experiences we can start with an objective and build our strategy from there. The interesting thing is that the same objective cannot be fulfilled in the same way for every category, which is why all social strategies should not look the same (even though they often do). For example, if our objective is to make people feel closer to the company the means to do this is different dependent on the category.
- Brands and companies no longer find themselves in complete control of either the conversation or content being shared about and around them. While many brands see this as an opportunity, using paid and owned brand assets to drive earned media, just as many don’t. A natural fear of amplifying issues around the brand are a legitimateconcern. One negative comment can quickly grow to become a real threat to a brands reputation. However, Wave 6 has shown us this is possibly the biggest opportunity that brands have to connect with consumers. If you want to make a customer feel valued, don’t give them rewards, simply respond to their issuesand complaints
- Despite the rise of the smartphone for many the laptop and desktop remain the primary means ofconnection.
- Creating a compelling social experience is one part of the challenge. The second is understandingthe means with which consumers want to connect with brands. There are now so many ways thata consumer can interact in the social space and many devices through which they can do it. So thequestion is which is the most appropriate? An app, a website, a widget? Or do they want to access thesevia a mobile phone, a desktop computer, a laptop computer, a tablet device or an internet connectedTV? Each of these devices is used very differently and has different strengths and weaknesses.Here we track the usage and power of these technologies and this helps us toidentify the key way to deliver social experiences to consumers.Consumers have many means with which to connect with the internet. On average they own 4devices of which the majority of them are used to access the internet
- Although we can start to see the areas where smartphones (e.g. iPhone, Blackberry etc.) are encroachingon this dominance.
- Connecting experiences to screensMarketers are now faced with enormous choice when thinking about how to connect with consumers.Never mind the fragmentation in traditional media, the growth of internet connected devices meansthat we cannot just think about the media itself, social or otherwise, but also the screen through whichit is delivered.Penetration of these devices differs enormously (see Figures 24 & 25), and video-on-demand servicesdelivered by smart TV’s are fast growing. In South Korea, South Africa and Russia the mobile deviceis king. But it’s not just the penetration of these technologies we must consider but also their relativestrengths. As we try harder and harder to create powerful social experiences it’s clear that the abilityof these screens to deliver them differs enormously.Wave 6 – The Business Of Social, delves into these attributes in far more depth than is available in thisreport. We also look at the power of apps and the role of m-commerce. We think that understandingwhere to best deliver the experience will become increasingly important as these technologies grow.
- So our final thought is, are brands simply working to build value for social media platforms? Or is social media building value for brands? With the breadth and depth of data available from Wave 6, we think we can achieve the latter.