Nielsen Online Wom Uk Presentation Key Trends For Riding The Wave Of Social Media

Key Trends for Riding the Wave
of Social Media
WOM UK
May 28th 2009
Alex Burmaster, Communications Director, EMEA
alexander.burmaster@nielsen.com

© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com

Agenda

• Footprint
• Behaviour
• Audience
• Success Stories

© 2009 The Nielsen Company

Nielsen Online is the ONLY service that can
help you do ALL these things:
1. Understand who audiences are, where they go
and how they behave
2. Find out who is placing advertising, how much of
it, where and the creative they use
3. Measure how effective your advertising
campaigns are
4. Learn what consumers say and share online and
how to take advantage of it
5. Measure how visitors navigate through your
website including video consumption
6. How online fits into the overall media mix
May 29, 2009 © 2009 The Nielsen Company

Social Media in context…popularity
UK Unique Audience UK Unique Audience
Rank Sector YoY growth
March 2009 March 2008

1 Search 33.5 30.0 12%
General Interest Portals &
2
Communities 31.6 26.9 18%

- CGM/Social Media* 28.2 23.0 23%

3 Software Manufacturers 26.6 23.5 13%

4 Member Communities 26.2 20.5 28%

5 E-mail 24.8 19.1 29%

Source: Nielsen Online, NetView, Home & Work, including applications, March 2008 – March 2009

*CGM is a custom category and doesn’t May 29, 2009
correspond directly to an official Nielsen
3 © 2009 The Nielsen Company
Online subcategory

Social Media in context…reach
% Visiting % Not Visiting

Search 90% 10%
General Interest Portals & … 84% 16%
*CGM 76% 24%

Software Manufacturers 71% 29%
Member Communities 70% 30%
E-mail 66% 34%
Internet Tools/Web Services 65% 35%

Mass Merchandiser 61% 39%
Current Events & Global News 61% 39%
Videos/Movies 61% 39%
Multi-category Entertainment 58% 42%

% of Active UK Internet Population Visiting Most Popular Sectors

Source: Nielsen Online, NetView, Home & Work, including applications, March 2008 – March 2009

*CGM is a custom category and doesn’t May 29, 2009
correspond directly to an official Nielsen
4 © 2009 The Nielsen Company
Online subcategory

Causing a continental shift in time spent…

6%
5% 5.5%
4%
3%
2%
1%
0%
-0.1% -0.1% -0.4% -0.5%
-1% -1.7%
-2% -2.8%
-3%

Percentage Point Change in Allocation of UK Internet Time
Source: Nielsen Online, Custom Analytics, Home & Work, including applications, March 2008 – March 2009

May 29, 2009 5 © 2009 The Nielsen Company

…now accounting for almost a fifth of Internet time!
Videos/Movies
Search
3%
4%

eCommerce
7% Content
30%

Entertainment
17%

Communications
20%
CGM
18%

How UK Internet Time is Allocated
Source: Nielsen Online, Custom Analytics, Home & Work, including applications, March 2008 – March 2009


The most popular social media sites
Unique Audience Unique Audience
Rank Site YoY Change
Apr 09 (millions) Apr 08 (millions)

1 Facebook 18.2 10.2 79%
2 YouTube 15.9 11.6 37%
3 Wikipedia 12.6 8.9 42%
4 Blogger 7.0 5.2 35%
5 Yahoo! Answers 5.7 3.5 65%
6 MySpace 4.9 4.7 4%
7 Bebo 4.1 4.5 -8%
8 WordPress 3.2 2.0 60%
9 BBC Communities 3.0 1.8 68%

10 TripAdvisor 2.9 1.7 70%

Source: Nielsen Online, NetView, Home & Work, including applications, April 2008 – April 2009


The most popular social media sites…in
context
% Visiting % Not Visiting

Facebook 49% 51%

YouTube 43% 57%

Wikipedia 34% 66%

Blogger 19% 81%

Yahoo! Answers 16% 84%

Myspace.com 13% 87%

Bebo 11% 89%

WordPress.com 9% 91%

BBC… 8% 92%

TripAdvisor 8% 92%

% of Active UK Internet Population Visiting Most Popular Social Media Sites



Retention can be an issue…

16%
26% 30%
37%
44% 47%
54% 55% 55% 55%

84%
74% 70% Lost
63%
56% 53% Retained
46% 45% 45% 45%

% of UK February 09 Audience retained in March 09
Source: Nielsen Online, NetView, Home & Work, including applications, February 209 – March 2009


…don‟t forget that audiences overlap…

68% 30%

16% 22%

24% 77%

Audience Overlap
Source: Nielsen Online, NetView, home & work data, including applications, March 2009


…and there is a big opportunity through mobile
2.5

2.0
2.1
1.9 2.0
1.5

1.0
1.1
0.5

0.0
Q2-08 Q3-08 Q4-08 Q1-09

Britons visiting Social Networks through their mobile phone (millions)
Source: Nielsen Online, Mobile Media View, Q2 2008 – Q1 2009


35-49 Year Olds Fastest Growing Audience…
2,500

2,000
1,103
855
1,500
Female
1,000 Male

549 1,334 1,248
500
152
333 165 311
0 129

2 - 17 18 - 34 35 - 49 50 - 64 65+

Increasing Unique Audience to Member Community Sector (000s)


…consequently, audience is becoming older…

4.0
1.3
2.0 0.7
2.1 2.7
0.8 0.3
0.4
0.0 -0.1

-2.0 -3.9
Female
-4.0 Male

-6.0 -4.4

-8.0

-10.0
2 - 17 18 - 34 35 - 49 50 - 64 65+

Changing Composition of Member Community Audience


…but 18-34s are still dominant (just)
35%

30%

25%
16.7% 15.5%
20%
Female
9.6%
15%
Male
10%
6.3%
14.6% 14.8%
5% 11.4%
1.7%
5.7% 3.8%
0%
2 - 17 18 - 34 35 - 49 50 - 64 65+

Composition of Active Unique Audience to Member Community Sector
Source: Nielsen Online, NetView, Home & Work, including applications, April 2009


Advertising is in trouble…

Brand Association Map™

Source: Nielsen Online, BuzzMetrics, September 2008 – December 2008


…so listening to Buzz helps improve strategy…

UK Social Network Activity

Source: Nielsen Online, BuzzMetrics, December 2008.


…such as attracting advertisers

0.36 1.51 1.37

UK Social Network Activity – Audience and Advertising

Source: Nielsen Online, AdRelevance and NetView, UK, 2008


Understanding key consumer
associations to a topic

1. Toyota is only
brand mentioned.

2. Many consumers
describe the different
ways one can lead an
eco-friendly lifestyle,
such as buying
organic or driving a
hybrid car.

3. Consumers
explain the features
of buildings/homes
that use eco-friendly
construction.

Brand Association Map™


Threat Tracker: Toyota Reaches Out to Support Sales
Problem: Potentially critical issue on best-
selling car, post-delivery.
Solution: NBZM identifies affected Camry
Owners “complaining” online, analyzes
commentary.
Action: Proactive online communication and
transparent customer service response.
Result: “We’ve saved customers, we’ve
improved products and we’ve strengthened
loyalty because of this effort.”
- Bruce C. Ertman, Corporate Manager,
Toyota Motor Sales


Buzz Audit: Counter-Culture Company Success

Situation: Niche car manufacturer worries
that its products have become too
mainstream.
Solution: NBZM analyzes consumer
sentiment toward the company‟s new car
designs and media campaign.
Action: Research concludes that the brand
positioning and campaign resonate well with
the target demographic
Result: Company remains confident in this
niche space.


Influencer Audit: Luxury Cruise Company Enlists Fans

Situation: A luxury cruise line company is
launching a new ship and needs help getting
the word out.
Solution: NBZM identifies the most vocal
cruise line enthusiasts in online communities.
Action: Cruise line company invites these
enthusiasts to be the first passengers on this
ship‟s maiden voyage.
Result: Vocal enthusiasts return to their
online communities and give firsthand
accounts of the ship‟s features, qualities.


Efficiency: Financial Institution Mines for Insights
Situation: A national financial institution uses
a staff of 13 to manually categorize 6 million
inbound customer feedback emails per year,
but only 15% are actually bucketed and
analyzed. The financial institution does not
feel it has a clear picture of their customers‟
needs and concerns.
Solution: NBZM applies a data mining and
natural language processing solution to
categorize the client‟s 6 million inbound
emails into nearly 100 distinct buckets.
Result: The client is now able to analyze
100% of inbound customer feedback emails
and can do so with a staff of two. The client
is now confident in its ability to analyze a full
complement of consumer feedback.

Consumer Insights: Pfizer
Situation: Pfizer was concerned that press coverage could
have seriously undermined public confidence in one of
their leading brands. They knew CGM was a potentially
rich source of unprompted patient insight, but thought that
online research would be off-limits to the pharmaceutical
industry because of regulatory guidelines.
Solution: Nielsen worked in partnership with Pfizer and
DSG to develop a novel methodology that didn‟t
compromise European healthcare laws or research quality.

Results: 1) Immediate ROI by demonstrating that a potentially expensive marketing program
wasn‟t necessary
2) Broke down a company barrier to the use of such research – by simple means of creating a
flexible and sympathetic research process – now used across other brands & countries
3) Pfizer was so happy with the work that they submitted the collaboration to the British
Healthcare Business Intelligence Association‟s BOBI awards, where Nielsen was granted first
prize for „Most Innovative Approach‟ for “a smart, innovative, cost effective piece of research,
which demonstrated the business impact and could be used elsewhere in the business.”
4) One major website identified that attracted a lot of chat but wasn‟t previously on Pfizer‟s
media plan for branded patient support advertising
5) Bringing new light to the ongoing understanding of ALL areas of drug products and uses


Shameless plug about listening…

―Nielsen BuzzMetrics delivers a market leading listening platform that includes
sophisticated sentiment analysis capabilities, strong international coverage and
multilingual support…the re-write of the reporting and user interface —
My BuzzMetrics — extends its market leadership.”
The Forrester Wave™ Listening Platform, Q1 2009 Report


Nielsen Social Media Resources

For more information contact:

Brad Little
brad.little@nielsen.com
020 7014 0590

Or

Alex Burmaster
alexander.burmaster@nielsen.com
020 7014 0590


Nielsen Online Wom Uk Presentation Key Trends For Riding The Wave Of Social Media

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