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we are social• MAY 2013
FUTURE FACTORS 2013
WE ARE SOCIAL’S PROVOCATIONS FOR OUR DIGITAL FUTURE
2
THE CONTEXT
3
7,018,000,000
2,330,000,000
1,720,000,000
6,400,000,000
TOTAL POPULATION
INTERNET USERS
USERS ON TOP SOCIAL NETWORKS
MOBILE SUBSCRIPTIONS
THE WORLDWIDE PICTURE
FEB
2013
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL, DIGITAL AND MOBILE INSIGHTS AND STATISTICS, VISIT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN
2013). URBANISATION: THE UNITED NATIONS WORLD URBANIZATION PROSPECTS REPORT (OCT 2012). INTERNET: INTERNETWORLDSTATS (LATEST AVAILABLE DATA, AS AT JAN 2013). SOCIAL MEDIA: BASED ON
SITE=REPORTED DATA FROM FACEBOOK, TENCENT, AND VKONTAKTE, COMPARED TO A VARIETY OF OTHER PLATFORMS (ALL LATEST AVAILABLE DATA, AS AT JAN 2013). MOBILE: ERICSSON MOBILITY REPORT (NOV 2012).
4
URBAN RURAL
52% 48%
INTERNET PENETRATION
SOCIAL NETWORKING PENETRATION
MOBILE PENETRATION
33%
24%
91%
NORTH AMERICA
CENTRAL AMERICA
SOUTH AMERICA
AFRICA
MIDDLE EAST
WESTERN EUROPE
EASTERN EUROPE
ASIA
OCEANIA
CENTRAL
ASIA
INTERNET PENETRATION BY REGION
FEB
2013
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS (LATEST AVAILABLE DATA, AS AT JAN 2013), COMPARED TO DATA FROM THE US CENSUS BUREAU (JAN 2013) 5
78%
44%
13%
39%
75%
48%
28%
56%
32%
24%
NORTH AMERICA
CENTRAL AMERICA
SOUTH AMERICA
AFRICA
MIDDLE EAST
WESTERN EUROPE
EASTERN EUROPE
ASIA
OCEANIA
CENTRAL
ASIA
SOCIAL MEDIA PENETRATION BY REGION
FEB
2013
SOURCES: BASED ON DATA FROM FACEBOOK, TENCENT AND VKONTAKTE (LATEST AVAILABLE DATA, AS AT JAN 2013), AND THE US CENSUS BUREAU (JAN 2013) 6
54%
36%
5%
19%
41%
48%
23%
35%
28%
8%
NORTH AMERICA
LATIN AMERICA
AFRICA
MIDDLE EAST
WESTERN EUROPE
CENTRAL &
EASTERN EUROPE
ASIA PACIFIC
MOBILE SUBSCRIPTION PENETRATION
NOV
2012
SOURCE: ERICSSON MOBILITY REPORT (NOV 2012) 7
101%
112% 67%
103%
127%
128%
83%
THE FUTURE
8
OUR KEY THEMES OF FOCUS FOR 2013:
9
BUILDING COMMUNITIES
RATHER THAN PLATFORMS
CONNECTING WITH PEOPLE
WHEN THEY’RE OUT AND ABOUT
PEOPLE PORTABLE
ADDING VALUE AT EVERY
POSSIBLE OPPORTUNITY
PRACTICAL
01SIMULTANEOUS SOCIAL
TRANSMEDIA EXPERIENCES
10
TREND: ‘SECOND SCREEN’ IS JUST THE BEGINNING
OF A TRANSMEDIA SOCIAL MEDIA PHENOMENON
11
SOCIAL CONTENT EXPERIENCES WILL COME TO
LIFE ACROSS MULTIPLE DEVICES AT THE SAME TIME
12
TO DO: CREATE EXPERIENCES THAT DRIVE CONSUMPTION
AND ENGAGEMENT ACROSS MULTIPLE DEVICES
13
02COMMUNITIES
VS PLATFORMS
14
TREND: THE NETWORK EFFECT: PEOPLE GO WHERE
THEIR FRIENDS ARE AND WHERE THE ACTION IS
15
BRANDS WILL FOCUS ON NURTURING COMMUNITIES
INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES
16
TO DO: BUILD COMMUNITIES AROUND
SHARED PASSIONS, NOT AROUND PLATFORMS
17
03MOBILE LIFE VS
MOBILE PHONE
18
TREND: THE CONNECTED DEVICES IN OUR POCKETS
ARE ALREADY OUR ‘MOST IMPORTANT’ MEDIUM
19
NO PHONY ADDICTION
20
OF JAPAN’S SMARTPHONE
OWNERS WON’T LEAVE THE
HOUSE WITHOUT THEIR DEVICE
OF CHINESE PEOPLE SAY
THEY “CAN’T LIVE WITHOUT”
THEIR MOBILE PHONE
78% 70%
QUICK
STATS
STRATEGIES WILL COME TO LIFE ON MOBILE
DEVICES, OR WON’T COME TO LIFE AT ALL
21
TO DO: CREATE OPPORTUNITIES FOR CONSUMPTION
AND ENGAGEMENT AROUND PEOPLE’S MOBILE HABITS
22
04CONTENT
TAPAS
23
OBSERVATION: EPIC CONTENT IS NOT
THE ONLY WAY TO ENGAGE PEOPLE
24
BRANDS AND PUBLISHERS CREATE MORE ‘CONTENT
SNACKS’ FOR PEOPLE TO CONSUME ON THE GO
25
TO DO: IDENTIFY THE ‘IN-BETWEEN’ MOMENTS WHERE
PEOPLE WILL MOST LIKELY CONSUME SUCH CONTENT
26
05COMMITMENTS
NOT CAMPAIGNS
27
OBSERVATION: MANY BRANDS STILL USE
SOCIAL MEDIA TO RUN SHORT-TERM CAMPAIGNS
28
BRANDS REALISE THAT ENDURING AND CONSISTENT
COMMITMENT IS THE BEST WAY TO BUILD SOCIAL VALUE
29
TO DO: SUSTAIN STEADFAST, EVERYDAY
CONVERSATIONS WITH YOUR AUDIENCE
30
CONVERSATIONS
06SOCIALLY INTERACTIVE
CUSTOMER SERVICE
31
TREND: PEOPLE EXPECT CUSTOMER SUPPORT
WHEREVER AND WHENEVER THEY NEED AND WANT IT
32
BRANDS MAKE CUSTOMER SERVICE A CORE COMPONENT
OF THEIR REAL-TIME SOCIAL MEDIA STRATEGY
33
YES, CAN I HELP YOU? _
TO DO: TRADITIONAL CRM PRACTICES HAVE
TO EVOLVE AND EXTEND TO SOCIAL MEDIA
34
07SOCIAL
BUYING
35
OBSERVATION: PEOPLE OFTEN STRUGGLE TO
CHOOSE BETWEEN AVAILABLE BRANDS AND PRODUCTS
36
SERVICES LIKE ‘WHAT YOUR FRIENDS BOUGHT’ AND
‘YOUR NETWORK RECOMMENDS’ BECOME WIDESPREAD
37
TO DO: OPTIMISE YOUR E-COMMERCE SITES
TO HARNESS SOCIAL RECOMMENDATIONS
38
Recommend
08SOCIAL SHARING
AS CURRENCY
39
TREND: THE AWARENESS AND ENDORSEMENT DELIVERED
BY SOCIAL SHARING HAS INCREASING VALUE TO BRANDS
40
PHENOMENA LIKE ‘PAY WITH A TWEET’ BECOME MORE
WIDESPREAD AS BRANDS INCENTIVISE SOCIAL SHARING
41
TO DO: CREATE OPPORTUNITIES FOR TRANSACTIONS
THAT ARE NOT MONETARY, BUT SOCIAL, IN VALUE
42
09SOCIAL
INSIDE
43
REALISATION: THE VALUE OF SOCIAL MEDIA
ACTIVITY IS NOT LIMITED TO EXTERNAL AUDIENCES
44
COMPANIES USE SOCIAL NETWORKING TO FACILITATE
SHARING AND COLLABORATION ACROSS THE BUSINESS
45
TO DO: BE A COMPANY THAT IS SOCIAL,
NOT JUST A BRAND THAT DOES SOCIAL
46
10CRISIS AND OPPORTUNITY
MANAGEMENT
47
REALITY: ‘SOCIAL WILDFIRE’ MEANS THAT BRANDS
MUST PREPARE FOR VARIOUS SCENARIOS IN ADVANCE
48
CRISIS PLANNING AND REAL-TIME OPPORTUNITY
MANAGEMENT RISE TO THE TOP OF THE SOCIAL AGENDA
49
!!
TO DO: CHART OUT A SOCIAL MEDIA CRISIS RESPONSE
PLAN AND IDENTIFY KEY PEOPLE AND PARTNERS
50
FUTURE FACTORS 2013
1.  SIMULTANEOUS SOCIAL TRANSMEDIA EXPERIENCES
2.  COMMUNITIES vs PLATFORMS
3.  MOBILE LIFE vs MOBILE PHONE
4.  CONTENT TAPAS
5.  COMMITMENTS vs CAMPAIGNS
6.  SOCIALLY INTERACTIVE CUSTOMER SERVICE
7.  SOCIAL BUYING
8.  SOCIAL SHARING AS CURRENCY
9.  SOCIAL INSIDE
10. CRISIS AND OPPORTUNITY MANAGEMENT
51
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
WE ARE SOCIAL
@WEARESOCIALSG
+65 9146 5356
SAYHELLO@WEARESOCIAL.SG
WEARESOCIAL.SG

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