The Social Mind Research Study Highlights


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Highlights from the 2012 SNCR research study The Social Mind. The Social Mind research project explores the interrelationships created by the consumption of information across social media channels and influence flow. The findings will enable B2B, B2P, B2C or Cause marketers to understand the importance and relevance of content - and - its ultimate impact and influence on behaviors, beliefs, decisions and actions. The Social Mind research will identify the key characteristics and insights into the engagement behaviors of individuals and how organizations can maximize reach and influence to execute the new Principals of Engagement in the millennium.

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The Social Mind Research Study Highlights

  1. 1. L E A D E R NETWORKS The Social Mind - Survey Results A Research Study By Society Of New Communications Research Senior Fellows Vanessa DiMauro – CEO of Leader Networks Peter Auditore - Principal of Asterias Research Don Bulmer – VP Of Communication Strategy Of Royal Dutch ShellCopyright © 2012 Leader Networks, LLC 1
  2. 2. L E A D E R NETWORKS Highlights from The Social Mind Study (2012)Focus of the study: Examination of the interrelationships created by the consumptionof information across social media channels and influence flow.Sample composition: The survey was administered online to 390 participants• There is a shift in information flow – traditional media is no longer an authoritative source of information• People participate in information exchange online to help each other• The role of the online expert is rising in importance• The need for expert content is high among content consumers online• People are looking to peers and experts to discover what they need to know and learn• People are directly influenced online by the people they trustCopyright © 2012 Leader Networks, LLC 2
  3. 3. L E A D E R NETWORKSPeople Participate Online To Help Others & Be Part of aCommunity To help others by sharing information, ideas & experiences 78% To participate in a professional community of colleagues & peers 66% To belong to an active community of friends & family 41% I want to be seen as someone knowledgeable 39% I am a passive participant & prefer to observe others dialog 31% Persuade others adopt my POV, buy product/service 19% Enjoy interacting using social games 3% 0% 20% 40% 60% 80% 100% Copyright © 2012 Leader Networks, LLC Question: Why do you participate in groups and communities online? Select the top three responses
  4. 4. L E A D E R NETWORKS Online Networks Are Disrupting Traditional Channels Visiting websites 48% Reading blogs 45% Reading Microblog streams (Twitter) 41% Information exchanged in online groups or forums 41% Direct email message to me 40% Information from community ranking & rating sites 18% Watching videos 17% Reading content on customizable social media apps 11% Listening to Podcasts 9% Viewing online photos 7% Q & A sites 4% Accessing others social bookmarks 3% Product, service or innovation site 1% Other 8% 0% 20% 40% 60% 80% 100% Question: What online information sources are the mostCopyright © 2012 Leader Networks, LLC meaningful to you? Select the top three responses
  5. 5. L E A D E R NETWORKSRelationships Dictate The Chosen Online Channel ForConnecting Send a Social Online Instant/ Social Video Direct Web Micro- Net- Photo Text Book- Messag email Page via blogging workin Sharin Message marking -ing email g g Friends 22% 12% 5% 5% 55% 1% 0% 0% (n=332) Family 39% 19% 4% 1% 30% 0% 2% 5% (n=284) Profession al 31% 2% 11% 28% 25% 2% 0% 2% Networks (n=331) Experts 19% 1% 5% 45% 26% 4% 0% 0% (n=212) Other 15% 0% 6% 25% 50% 2% 0% 2% (n=48) Copyright © 2012 Leader Networks, LLC Question: Among those who you share information with online, what channels do you most frequently 5 use? [select one per type of person]
  6. 6. L E A D E R NETWORKSMost Participate Online To Learn From Experts Use to Learn About Topics Rely on Rely on info customizable shared via social media No, 6% online social apps, 1% networks, 14% Most Frequently Rely on news Search for & info Experts , 49% sources, 19% Yes, 94% Attend conferences / webinars, 6% Ask trusted peers, 12% Question: Do you use online networks to learn about topics?Copyright © 2012 Leader Networks, LLC Question: When learning about a topic, I most frequently…Select One
  7. 7. L E A D E R NETWORKS Online Learners Trust Traditional Media Less, Look To Validate Information Independently I seek expert opinion that is researched & well- 0% 7% 1% 41% 50% documented I need to hear details of a story to understand 0% 9% 17% 51% 23% what is happening Information shared by friends/colleagues & is 1% 9% 28% 53% 9% more believable, likely to be trueInformation with pictures & video are more 5% 27% 30% 30% 8%believable/ powerful than written words Information that has buzz reinforces the wisdom 4% 19% 38% 35% 4% of the crowd Organizations I buy / partner with are the best 6% 23% 42% 26% 4% sources of information because they specialize Ideas from authoritative sources (newspapers / 18% 43% 26% 9%4% journals) must be true because they are unbiased 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Neither Agree Strongly Agree Copyright © 2012 Leader Networks, LLC Question: Which of the following statements do you feel most applies when looking for information about a topic of interest?
  8. 8. L E A D E R NETWORKS Context Matters With Online Sharing: People Pass On Information They Believe InWhen are you most likely to share or forward information with others online?The content I share reinforces my personal / 52%professional knowledge and beliefs.I select information to share based on what I 44%think individuals in network want to hearI mainly share content that I understand 43%intellectuallyI mainly share content that provokes thought 41%or challenges status quo.I mainly share content that I relate to on an 28%emotional level. 0% 20% 40% 60% 80% 100% Copyright © 2012 Leader Networks, LLC
  9. 9. L E A D E R NETWORKSOnline Information That Is Well Organized Or Curated IsPreferred I prefer online information that uses 62% graphics and easy to understand I prefer curated content sources links and bookmarks on a topic so I can choose what 61% to explore I prefer longer, thought leadership content 48% that explores content in depth I prefer short content snippets over longer 43% articles or information sources I prefer online information to be audio 23% and/or visual over text-based 0% 20% 40% 60% 80% 100% Question: What kind of online information do you Copyright © 2012 Leader Networks, LLC prefer? Select up to three
  10. 10. L E A D E R NETWORKS 3 Take-ways That Have a Big Impact on Business1. Influence is earned. – Online can extend it but does not create it (typically). – Invest in thought leadership ,not in buying fans!2. Content is the new currency of influence. – Turn the marketing megaphone around! – Focus on creating content of value for your audience and engage around it3. Social Media makes influencers accessible. – Enable your orgs thought leaders to respond /engage online – Be finable and approachable virtuallyCopyright © 2012 Leader Networks, LLC 10
  11. 11. L E A D E R NETWORKS DemographicsCopyright © 2012 Leader Networks, LLC 11
  12. 12. L E A D E R NETWORKS Gender and Employment – Slightly over half of respondents were female – Two thirds are employed for wages and close to three in ten are self- employed Gender Employment Student, 4% Out of work and Retired, 1% looking, 3% Female, 54% Male, 46% Self-employed, 28% Employed for wages, 65%n = 362 © 2012 Leader Networks, LLC Copyright 12
  13. 13. L E A D E R NETWORKS Profession and Type of Business – Close to a quarter of respondents identified their profession as Marketing. Another quarter indicated that it was “other” than those listed – About a third indicated that their organization’s primary type of business is “business services” and another one in ten identified “computer products” Profession Type of Business Marketing 22% Business Services 32% Public relations Computer Products 10% 10% Education 9% Corporate communications 8% Nonprofit 8% IT 7% Printing/Publishing 5% Multiple departments 6% Retail or Wholesale Distribution (other… 3% Market Research 3% Market research 5% Healthcare 3% Student 3% Government 3% Knowledge Management 3% Financial Services 3% Human Resources 3% Telecommunications 2% Technical Services 2% Sales 3% Manufacturing/Production 2% Community department 2% Entertainment 2% Product development 2% Hospitality 1% Customer Service 0% Resources 1% Utilities 0% Finance department 0% Transportation 0% Other 25% Other 10% 0% 20% 40% 60% 0% 20% 40% 60% 80% 10n = 362 © 2012 Leader Networks, your profession? Copyright Question: Which is LLC Question: Please indicate your organization’s primary type of business.
  14. 14. L E A D E R NETWORKS Country – Just over two thirds of respondents are from the US – Canada, the UK, and Australia were the next most common countries of residence Other, 18% Australia, 3% United Kingdom, 5% Canada, 6% United States, 68%n = 354 © 2012 Leader Networks, LLC Copyright Question: In which country do you reside? 14
  15. 15. L E A D E R NETWORKS Age and Education – Respondents represented a wide age range – More than four in ten have a terminal Bachelor’s degree and another four in ten have a Master’s or Professional degree Age Education High School 16 to 19, 1% Degree, 7% 65 or over, 4% 20 to 24, 7% Doctorate, 8% Associate Degree, 4% 55 to 64, 20% 25 to 34, 19% Masters or Professional Bachelors Degree, Degree, 39% 42% 45 to 54, 24% 35 to 44, 25% Copyright Question: What is your current age?n = 362 © 2012 Leader Networks, LLC 15 Question: What is the highest level of education that you have attained?
  16. 16. L E A D E R NETWORKS Household Income – Respondents represented a variety of income levels $150k or more, < $50,000, 21% 29% $50k to $99k, 28% $100k to $149k, 23%n =Copyright ©Question: What is your total household income? 336 2012 Leader Networks, LLC 16
  17. 17. L E A D E R NETWORKS More InformationPurchase The Social Mind study report on Amazon.comAsk the AuthorsVanessa DiMauro, Leader NetworksPeter Auditore - Principal of Asterias ResearchDon Bulmer – VP Of Communication Strategy Of Royal Dutch ShellJoin SNCRThe Society for New Communications Research is a global nonprofit 501(c)(3) researchand education foundation and think tank founded in 2005 to focus on the advancedstudy of the latest developments in new media and communications, and their effect ontraditional media and business models, communications, culture and society.SNCR is dedicated to creating a bridge between the academic and theoretical pursuit ofthese topics and the pragmatic implementation of new media and communications toolsand methodologies. http://www.SNCR.orgCopyright © 2012 Leader Networks, LLC9/20/2012 17