1. we are social• MAY 2013
FUTURE FACTORS 2013
WE ARE SOCIAL’S PROVOCATIONS FOR OUR DIGITAL FUTURE

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3. THE CONTEXT
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4. 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).
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URBAN RURAL
52% 48%
INTERNET PENETRATION
SOCIAL NETWORKING PENETRATION
MOBILE PENETRATION
33%
24%
91%

5. 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%

6. 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%

7. 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%

8. THE FUTURE
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9. OUR KEY THEMES OF FOCUS FOR 2013:
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BUILDING COMMUNITIES
RATHER THAN PLATFORMS
CONNECTING WITH PEOPLE
WHEN THEY’RE OUT AND ABOUT
PEOPLE PORTABLE
ADDING VALUE AT EVERY
POSSIBLE OPPORTUNITY
PRACTICAL

10. 01SIMULTANEOUS SOCIAL
TRANSMEDIA EXPERIENCES
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11. TREND: ‘SECOND SCREEN’ IS JUST THE BEGINNING
OF A TRANSMEDIA SOCIAL MEDIA PHENOMENON
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12. SOCIAL CONTENT EXPERIENCES WILL COME TO
LIFE ACROSS MULTIPLE DEVICES AT THE SAME TIME
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13. TO DO: CREATE EXPERIENCES THAT DRIVE CONSUMPTION
AND ENGAGEMENT ACROSS MULTIPLE DEVICES
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14. 02COMMUNITIES
VS PLATFORMS
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15. TREND: THE NETWORK EFFECT: PEOPLE GO WHERE
THEIR FRIENDS ARE AND WHERE THE ACTION IS
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16. BRANDS WILL FOCUS ON NURTURING COMMUNITIES
INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES
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17. TO DO: BUILD COMMUNITIES AROUND
SHARED PASSIONS, NOT AROUND PLATFORMS
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18. 03MOBILE LIFE VS
MOBILE PHONE
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19. TREND: THE CONNECTED DEVICES IN OUR POCKETS
ARE ALREADY OUR ‘MOST IMPORTANT’ MEDIUM
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20. NO PHONY ADDICTION
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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

21. STRATEGIES WILL COME TO LIFE ON MOBILE
DEVICES, OR WON’T COME TO LIFE AT ALL
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22. TO DO: CREATE OPPORTUNITIES FOR CONSUMPTION
AND ENGAGEMENT AROUND PEOPLE’S MOBILE HABITS
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23. 04CONTENT
TAPAS
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24. OBSERVATION: EPIC CONTENT IS NOT
THE ONLY WAY TO ENGAGE PEOPLE
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25. BRANDS AND PUBLISHERS CREATE MORE ‘CONTENT
SNACKS’ FOR PEOPLE TO CONSUME ON THE GO
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26. TO DO: IDENTIFY THE ‘IN-BETWEEN’ MOMENTS WHERE
PEOPLE WILL MOST LIKELY CONSUME SUCH CONTENT
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27. 05COMMITMENTS
NOT CAMPAIGNS
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28. OBSERVATION: MANY BRANDS STILL USE
SOCIAL MEDIA TO RUN SHORT-TERM CAMPAIGNS
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29. BRANDS REALISE THAT ENDURING AND CONSISTENT
COMMITMENT IS THE BEST WAY TO BUILD SOCIAL VALUE
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30. TO DO: SUSTAIN STEADFAST, EVERYDAY
CONVERSATIONS WITH YOUR AUDIENCE
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CONVERSATIONS

31. 06SOCIALLY INTERACTIVE
CUSTOMER SERVICE
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32. TREND: PEOPLE EXPECT CUSTOMER SUPPORT
WHEREVER AND WHENEVER THEY NEED AND WANT IT
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33. BRANDS MAKE CUSTOMER SERVICE A CORE COMPONENT
OF THEIR REAL-TIME SOCIAL MEDIA STRATEGY
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YES, CAN I HELP YOU? _

34. TO DO: TRADITIONAL CRM PRACTICES HAVE
TO EVOLVE AND EXTEND TO SOCIAL MEDIA
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35. 07SOCIAL
BUYING
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36. OBSERVATION: PEOPLE OFTEN STRUGGLE TO
CHOOSE BETWEEN AVAILABLE BRANDS AND PRODUCTS
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37. SERVICES LIKE ‘WHAT YOUR FRIENDS BOUGHT’ AND
‘YOUR NETWORK RECOMMENDS’ BECOME WIDESPREAD
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38. TO DO: OPTIMISE YOUR E-COMMERCE SITES
TO HARNESS SOCIAL RECOMMENDATIONS
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Recommend

39. 08SOCIAL SHARING
AS CURRENCY
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40. TREND: THE AWARENESS AND ENDORSEMENT DELIVERED
BY SOCIAL SHARING HAS INCREASING VALUE TO BRANDS
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41. PHENOMENA LIKE ‘PAY WITH A TWEET’ BECOME MORE
WIDESPREAD AS BRANDS INCENTIVISE SOCIAL SHARING
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42. TO DO: CREATE OPPORTUNITIES FOR TRANSACTIONS
THAT ARE NOT MONETARY, BUT SOCIAL, IN VALUE
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43. 09SOCIAL
INSIDE
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44. REALISATION: THE VALUE OF SOCIAL MEDIA
ACTIVITY IS NOT LIMITED TO EXTERNAL AUDIENCES
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45. COMPANIES USE SOCIAL NETWORKING TO FACILITATE
SHARING AND COLLABORATION ACROSS THE BUSINESS
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46. TO DO: BE A COMPANY THAT IS SOCIAL,
NOT JUST A BRAND THAT DOES SOCIAL
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47. 10CRISIS AND OPPORTUNITY
MANAGEMENT
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48. REALITY: ‘SOCIAL WILDFIRE’ MEANS THAT BRANDS
MUST PREPARE FOR VARIOUS SCENARIOS IN ADVANCE
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49. CRISIS PLANNING AND REAL-TIME OPPORTUNITY
MANAGEMENT RISE TO THE TOP OF THE SOCIAL AGENDA
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!!

50. TO DO: CHART OUT A SOCIAL MEDIA CRISIS RESPONSE
PLAN AND IDENTIFY KEY PEOPLE AND PARTNERS
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51. 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
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52. 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.

53. WE ARE SOCIAL
@WEARESOCIALSG
+65 9146 5356
SAYHELLO@WEARESOCIAL.SG
WEARESOCIAL.SG