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Digital Marketing Live: Verdien je fans in sociale netwerken
- 1. Join the party
Based on TNS Digital Life
Digital Marketing Life March 21 2012
Roxanne Meiners
© TNS 2011
- 4. Join the party
But first…. earn your invite!
Based on TNS Digital Life
Digital Marketing Life March 21 2012
Roxanne Meiners
© TNS 2011
- 5. Netherlands vs. global
Global Netherlands
Internet
30% 88%
Penetration
% of internet % of internet
users that: users that:
Go online
daily
Are brand
fans on SN
Write about
brands online
Research
brands online
Digital Life Netherlands Report 5
© TNS 2011
- 6. Daily use vs. brand connections
% using social daily
Mean no. of brand ‘friends’
Digital Life Netherlands Report 6
© TNS 2011
- 8. Social Networks are the consumers area
“Social Networks are a place
where I don’t want to be 11 65
bothered by
companies/organisations”
“Social networks contain a 21 39
worrying amount of personal
data”
“Social networks have
43 21
benefits that outweigh
personal data concerns”
Disagree Agree
Base: Social Network Users
Digital Life Netherlands Report 8
© TNS 2011
- 9. Why do people in the Netherlands ‘like’ a
brand?
(%)
What’s in it for me?
Further Research
Brand Interaction
global
Giving & Receiving
Feedback
Friend Interaction
global
Miscellaneous
Base: Social Networker users
Digital Life Netherlands Report 9
© TNS 2011
- 10. Be relevant, find out what they want
Digital Life Netherlands Report 10
© TNS 2011
- 11. Give up control and expect more
Digital Life Netherlands Report 11
© TNS 2011
- 12. Let them talk
“The storytellers’ portion of our website is one of the
most visited and the highest time spent part of our Facebook
page. It's all consumer stories…
So we're taking consumer stories and redeploying them
as brand marketing… Now we've been looking at using
things like consumer reviews and stories on packaging.”
Lisa Macpherson, SVP Marketing
Hallmark Cards
Source: TNS interview, November 2011
Digital Life Netherlands Report
© TNS 2011 12
- 14. Why do consumers write …
More to praise or to criticise?
To praise a brand
To criticise a brand
Ask advice
Offer advice to other people
Share answers/opinions
Share opinions w/communities
To share cool stuff brands produce
To receive customer service
Because I’m rewarded for doing so
Base All Writers
Digital Life Netherlands Report 14
© TNS 2011
- 15. A fan is nice, but an ambassador is gold
“What other people say about brands can be trusted more than what
brands say themselves”
Disagree Agree
Netherlands
I trust the comments I trust the comments
that my friends write that people I don’t
about products/brands know write about
online products/brands online
56 % agrees 35% agrees
Digital Life Netherlands Report
© TNS 2011 15
- 16. Make it a dialogue, react when
necessary!
Posting comments online is an effective
way to influence companies
I expect companies to contact me if I
write something about them
I find it a scary thought that companies
would track what I write about them
% Agree
Base All Writers
Digital Life Netherlands Report 16
© TNS 2011
xx
- 19. What to do with this….?
Digital Life Netherlands Report 19
© TNS 2011
- 20. React fast….
Digital Life Netherlands Report 20
© TNS 2011
- 21. Round up!
Digital Life Netherlands Report 21
© TNS 2011
- 22. 1
Digital Life Netherlands Report 22
© TNS 2011
- 23. 2
Digital Life Netherlands Report 23
© TNS 2011
- 24. 3
4
Digital Life Netherlands Report 24
© TNS 2011
- 25. 5
Digital Life Netherlands Report 25
© TNS 2011
- 27. Digital Life
Today:
• Round table sessions: 14:00 RT 24 in area Online Optimization
• 12:45 Dé online consument bestaat niet
• 14:00 Earn your owned media
• 16:40 Uitreiking Facebook Community van het jaar awards
More information: www.tnsdigitallife.com/
Roxanne Meiners
E: roxanne.meiners@tns-nipo.com
T: 020-5225328
© TNS 2011
