UM mesure depuis 6 ans l’impact des médias sociaux sur le marché mondial. Il s’agit de la plus vaste et la plus longue étude jamais réalisée sur les réseaux sociaux. Cette année, près de 42 000 personnes ont été interrogées dans 62 pays en suivant la même méthodologie.
Grâce à cette étude, depuis 2006, on observe les tendances lourdes dans l’adoption des médias sociaux. Les plateformes de réseaux sociaux comme Twitter (43% des internautes) et surtout Facebook (77% des internautes) sont en train de fédérer l’ensemble des internautes les plus actifs au détriment d’autres plateformes.
La couverture mondiale de l’étude, du Vietnam à la Bulgarie en passant par l’Inde et l’Egypte, est aussi l’opportunité de nuancer les usages les plus dominants en fonction des zones géographiques. Il nous est ainsi possible de lire comment les révoltes arabes ont durablement imposés les réseaux sociaux comme facteur d’épanouissement personnel au Moyen-Orient (58% des internautes égyptiens ont changé leur opinion grâces aux réseaux sociaux).
On voit aussi, encore une fois au niveau mondial, comment les préoccupations sur la protection des données et la thématique de la « privacy », sans être négligées par les internautes (64% d’inquiets), ne suffisent pas à freiner l’adoption des usages sociaux les plus avancés (52% d’accros aux médias sociaux).
L’essor considérable des réseaux sociaux a évidemment un impact sur les autres usages médias et les usages digitaux en particulier. L’étude met ainsi en évidence un reflux du nombre d’internautes sur les sites de marque (-15pts parmi les 15-24 ans), ce qui constitue un défi d’autant plus grand : comment intégrer les médias sociaux dans leur stratégie digitale afin d’offrir l’expérience de marque la plus complète ?
La richesse de l’étude permet également d’isoler les comportements selon les outils utilisés. Il est ainsi possible de concevoir les usages les mieux adaptés à chacun et de différencier par exemple les usages smartphones de ceux plus adaptés aux tablettes. Ces dernières sont peut-être le futur du e-commerce (27% d’intentionnistes pour acheter via ce terminal).
Enfin, Wave met cette année l’accent sur la finalité d’une présence des marques sur les réseaux sociaux. En analysant les motivations des internautes, Wave permet de dépasser l’approche purement quantitative du nombre de fans ou de followers pour connecter la présence de la marque à ses objectifs de communication.
Quelle que soit la cible, quel que soit le secteur, nous pouvons identifier les interactions sociales les plus efficaces pour servir les objectifs de la marque.
Grâce à Wave la présence digitale d’une marque répond véritablement à ses objectifs
Grâce à Wave, il n’y a pas de recette unique pour engager les marques sur les réseaux.
Grâce à Wave, sur les réseaux sociaux aussi, Curiosity Works.
2. The business of social | Social media tracker 2012 4
Source: Flickr
3. BUSINESS
SOCIAL 62 countries
42,000
respondents December 2011:
September 2011:
QQ IM – over
Over 845M active users 700M active users
June 2011:
54 countries Over 200M tweets a day
June 2011: Launch
April 2011:
MOTIVATIONAL 37,600 March 2011: 100M members Valued at >$36Bn
respondents December 2010: 100M users
just 2.5 months after launch
October 2010: “The Social Network” film released
August 2010: Groupon is the
July 2010: 100M check-ins
38 countries fastest growing company of all time
February 2010:
23,200 April 2010: iPad released
Facebook mobile – 100M users
respondents August 2009: Xiaonei becomes RenRen
INFLUENTIAL Now more than 3.6Bn images on Flickr
29 countries June 2009: Launch
17,000 March 2009: Launch VISUAL
respondents Launch
October 2008: September 2008:
August 2008: First Android phone launch
TEXTUAL Over 100M users
April 2008: Facebook overtakes 21 countries
MySpace in popularity 10,000
15 countries March 2007: Launch respondents
7,500 respondents January 2007: Launch
October 2006:
September 2006: Launch
July 2008: LaunchLaunch
February 2006: Launch
August 2005: Launch
April 2005: First video uploaded to YouTube
March 2005: Launch
January 2005:
Launch December 2004: Launch
February 2004: Launch
January 2004: Launch
August 2003: Launch September 2003: Launch
May 2003: Launch
June 2003: Launch
January 2003: Launch
Wave: 6 ans d’observation
January 2001:
Launch
March 2002: Launch du digital
October 1999: Launch
The business of social | Social media tracker 2012 5
4. Wave 6
Wave 6, l’étude digitale la plus vaste jamais réalisée Algeria
Argentina
Australia
Austria
Bahrain
Wave 5 Belgium
Brazil
Algeria
Canada
Argentina
Chile
Australia
China
Austria
Colombia
Bahrain
Wave 4 Croatia
Belgium
Czech Republic
Australia Brazil
Denmark
Austria Canada
Ecuador
Belgium Chile
Egypt
Wave 3 Brazil China
Estonia
Canada Colombia
Australia France
China Czech Republic
Austria Finland
Colombia Denmark
Brazil Germany
Wave 2 Czech Republic Ecuador
Canada Greece
Denmark Egypt
Australia China Hong Kong
Ecuador Estonia
Brazil Czech Republic Hungary
Finland France
Wave 1 China Denmark India
France Germany
France France Italy
Australia Germany Hong Kong
Germany Germany Ireland (ROI)
China Hong Kong Hungary
Greece Greece Japan
France Hungary India
India Hong Kong KSA
Germany India Italy
Italy Hungary Kuwait
Italy Italy Ireland (ROI)
Japan India Latvia
India Japan Japan
Korea Italy Lebanon
Japan Korea Korea
Malaysia Japan Lithuania
Korea Latvia KSA
Mexico Korea Macedonia
Mexico Lithuania Kuwait
Pakistan Mexico Malaysia
Philippines Malaysia Latvia
Philippines Netherlands Mexico
Russia Mexico Lebanon
Russia Pakistan Netherlands
Spain Netherlands Lithuania
Singapore Philippines Norway
UK Norway Malaysia
Spain Poland Oman
US Peru Mexico
Taiwan Romania Philippines
Philippines Netherlands
Thailand Russia Poland
Poland Norway
UK Spain Portugal
Portugal Oman
US Switzerland Puerto Rico
Romania Philippines
Taiwan Qatar
Russia Poland
Turkey Romania
Singapore Portugal
UK Russia
South Africa Qatar
US Serbia
Spain Romania
Singapore
Sweden Russia
Slovakia
Turkey Serbia
South Africa
UK Singapore
South Korea
US Slovakia
Spain
South Africa
41 738 62
Sweden
Spain
Switzerland
Sweden
Taiwan
Taiwan
Thailand
Thailand
Tunisia
Tunisia
Turkey
Turkey
Répondants Pays UAE
UK
UAE
UK
Ukraine
Ukraine
US
US
Vietnam
The business of social | Social media tracker 2012 6
5. Le Web Social étudié par Wave
Forum/
Social Media Instant Messenger Message boards
My personal Brand Website
Email
Blog
Music platform Visit a photo sharing
Upload a Video website
The business of social | Social media tracker 2012 7
7. 1
Tendances
globales
2
Multi-
device
3
Business of
Social
Wave permet également Wave c’est la possibilité de connecter
Wave permet de comprendre l’état d’appréhender les usages en fonction les expériences sociales avec vos
des lieux du digital dans le monde des terminaux objectifs de communication
The business of social | Social media tracker 2012 9
8. Tendances
globales
Wave permet de comprendre l’état des
lieux du digital dans le monde
9. La croissance des réseaux sociaux ralentit
Brazil China France
63.6% 53.9% 74.5% 74.3% 47.4% 51.4% 68.4% 68.9% 26.3% 43.4% 53.2% 53.5%
Global
Germany India Italy
45.1% 51.4% 61.4% 65.2% 27.2% 36.6% 37.8% 53.1% 51.4% 62.8% 72.5% 67.1% 24.0% 34.4% 53.9% 61.2%
Wave 5 Wave 6 Spain Russia UK
Wave 4
Wave 3
29.9% 46.2% 55.5% 59.6% 64.8% 66.1% 79.8% 77.1% 53.4% 55.5% 58.6% 62.9%
USA
33.1% 48.3% 58.1% 64.5% Wave:
3 4 5 6
The business of social | Social media tracker 2012 11
QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months?- Manage a profile on an existing social network (eg: facebook.com)”
10. La création de profil se stabilise mais la gestion active croît
75% 77% 81%
Upload a video Watch video clips Create a profile Manage a profile Visit a friend's
clip to a video online on a new social on an existing social network
sharing website network social network page
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6
The business of social | Social media tracker 2012 12
QUESTION: “Thinking about the internet, which of the following have you ever done?”
11. Toujours plus de données partagées
The business of social | Social media tracker 2012 13
12. Les gens sont concernés par leurs données personnelles mais pas assez pour renoncer
aux médias sociaux
65%
50%
+9% +22%
Vs Wave 5
Vs Wave 5
I am concerned about the amount of Social networks are integral to my
personal data online social life
The business of social | Social media tracker 2012 14
QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about missing out on something if I don’t visit my social network] &
[Social networking sites are an integral part of my social life]”
13. Plus de temps que jamais passé sur les réseaux sociaux
Television 10
9
Radio 6
7
Magazines 4
6
Newspapers 5
6
Internet 13
Everyone 13
16-24 year olds Email 7
7
Social networks 7
9
Microblogging sites 6
7
Mobile phone 8
10
Blogs 5
6
Video sites 6
7
The business of social | Social media tracker 2012 15
QUESTION: “Approximately how much time did you spend consuming the following media in the last 7 days?” - Hours per week
14. Pour la première fois, nous assistons à une diminution de certaines plateformes sociales
90%
Read blogs/weblobgs
80%
Start my own
70% blog/weblogs
60% Visit a photo sharing
% Ever Done
website
50%
Use instant messenger
40% Visit a message
board/forum
30%
Started a topic on a
20% message board/forum
Wave 1 2006 Wave 2 2007 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
The business of social | Social media tracker 2012 16
QUESTION: “Thinking about the internet, which of the following have you ever done?”
15. Le blogging se stabilise et décroit dans certains pays
Brazil China France
74.5% 70.9% 72.4% 67.9% 74.9% 75.7% 79.6% 81.4% 45.6% 50.2% 46.7% 43.9%
Global Germany India Italy
35.2% 36.3% 29.6% 39.3% 62.2% 63.1% 63.3% 55.6% 61.9% 51.0% 51.5% 51.7%
55.3% 60.6% 64.5% 63.2%
Russia Spain UK
Wave Wave 4 Wave 5 Wave 6 59.3% 54.6% 63.4% 52.4% 63.6% 55.9% 60.3% 55.8% 50.7% 41.3% 40.8% 45.5%
3
USA
45.6% 50.2% 46.7% 44.9%
Wave:
3 4 5 6
The business of social | Social media tracker 2012 17
QUESTION: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogs
16. Le microblogging commence à faire sa place mais n’est toujours pas une évidence
Brazil China France
13.4% 43.9% 47.6% 26.3% 53.1% 71.5% 4.1% 8.8% 12.2%
Global
Germany India Italy
14.9% 33.2% 42.9% 6.2% 7.7% 15.9% 24.4% 45.5% 42.9% 9.4% 11.1% 17.7%
Russia Spain UK
Wave 6 14.2% 19.9% 25.8% 11.5% 19.1% 24.8% 6.4% 19.3% 26.9%
Wave 5
Wave
4
USA
8.5% 18.8% 22.1%
Wave:
4 5 6
The business of social | Social media tracker 2012 18
QUESTION: “Thinking about using the internet, which of the following have you used in the past 6 months? – Used a microblogging service (e.g. Twitter, Jaiku)”
17. Les sites de marques sont délaissés
90%
85%
13% 80%
decrease
in 4 75%
years
70%
65%
60%
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
The business of social | Social media tracker 2012 19
18. Le reflux est plus marqué chez les jeunes
90% 16-24 25-34 35-44 45-54
-15pts -14pts -9pts -11pts
85%
Evol Wave 3 vs Wave 6
80%
75%
70%
65%
60%
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
The business of social | Social media tracker 2012 20
QUESTION: “Thinking about the internet, have you visited an official company / brand website in the past 6 months?”
19. Avec Wave, nous pouvons comparer les plateformes en fonction des usages
Que font les gens ?
Sur les Sur les
Sur les Sur les
sites de … réseaux
blogs forums
marques sociaux
The business of social | Social media tracker 2012 21
20. Pour optimiser la communication sur les plateformes sociales, il faut connaitre leurs
usages spécifiques
Meet new people
30% Stay in touch with friends
Seek other people’s opinions
Manage my life better 25% Make contacts for work
20%
Explore the world around me Promote yourself
15%
10%
Keep up to date Learn something new
5% Forums
0%
“Hang out” or waste time Share knowledge Photo/Video sites
Earn respect Change opinions Microblogs
Blogs
Share new experiences Be creative
Feel like you belong Express yourself
Have fun/be entertained Make money
The business of social | Social media tracker 2012 22
QUESTION: “Which of these online applications does a good job when you want to...”
21. Les sites de marques, aussi, ont des forces spécifiques
Meet new people
Seek other people’s 30%
Stay in touch with friends
opinions
Manage my life better 25% Make contacts for work
20%
Explore the world around
Promote yourself
me 15%
Official brand websites
10%
Keep up to date Learn something new
5% Forums
0%
“Hang out” or waste time Share knowledge Photo/Video sites
Earn respect Change opinions
Microblogs
Blogs
Share new experiences Be creative
Feel like you belong Express yourself
Have fun/be entertained Make money
The business of social | Social media tracker 2012 23
QUESTION: “Which of these online applications does a good job when you want to...”
22. Mais les réseaux sociaux dominent toutes les attentes
Meet new people
50%
Seek other people’s opinions Stay in touch with friends
45%
Manage my life better 40% Make contacts for work
35%
30%
Explore the world around me Promote yourself
25%
20% Official brand websites
15%
Keep up to date 10% Learn something new
5% Forums
0%
“Hang out” or waste time Share knowledge
Photo/Video sites
Earn respect Change opinions
Microblogs
Share new experiences Be creative
Blogs
Feel like you belong Express yourself
Have fun/be entertained Make money
Social networks
The business of social | Social media tracker 2012 24
QUESTION: “Which of these online applications does a good job when you want to...”
23. Wave c’est la granularité des usages mais aussi des pays
FUN ACCOMPLISSEMENT
CONNEXION ACTION
The business of social | Social media tracker 2012 25
QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country
25. ATAWAD: La multiplication des points de contacts digitaux
Laptop / Desktop
Nombre moyen d’appareils possédés… netbook PC PC
…et utilisés pour se connecter à internet
5 Smartphone Tablet
4 (eg: iPhone) device (eg:
iPad)
4
Mobile E-book
3 2.5 phone reader (eg:
Kindle)
2 Internet- Games
connected console
TV
1
Portable Portable
0 MP3 / video games
player
Own Have used to access the console
internet
The business of social | Social media tracker 2012 27
QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”
26. Le PC et les portables dominent les connexions
Digital Cam
Mobile Phone
70%
Laptop
60%
Portable MP3
Desktop PC
% Own Device
Game Console
50%
Portable
40% Game console
PVR
Smartphone
30% Internet TV
Camcorder
20%
Tablet
10%
Ebook Reader
0%
0% 10% 20% 30% 40% 50% 60% 70%
% Use Device to Go Online
The business of social | Social media tracker 2012 28
QUESTION: “Which devices do you own and which have you used to access the Internet in the past 6 months?” - Size of the bubble represents % who own device.
27. Le PC domine la majorité des usages digitaux. Emergence des smartphones
Read blogs / weblogs
Read a digital version of a newspaper or
50% Posted / wrote stories on a blog
magazine
Uploaded photos to a photo sharing
Searched for a location 45% website (e.g. flickr.com)
40% Watched video clips online (e.g.
Watched live TV
youtube.com)
35%
Desktop Smartphone
PC 30%
(eg: iPhone) Made a purchase Shared a video clip with a friend
25%
20%
Downloaded a podcast (pre recorded
Joined an online community
15% audio or video show)
10%
Tablet Games
(eg: iPad) console 5% Downloaded a video podcast (pre recorded
Sent a text message
TV / video show)
0%
Visited a professional social network site Managed a profile on an existing social
(e.g. Linked-In etc.) network (e.g. facebook.com)
Internet- Portable
enabled TV games console Visited a friends social network page (e.g.
Downloaded and used an application (app)
facebook.com)
Used an instant messenger (e.g. Windows
Took part in a multi-player online game
Live Messenger)
Used a cloud based music
Visited an official company / brand website
Portable MP3 E-book reader recommendation service (e.g. PANDORA,…
/ video player (eg: Amazon kindle) Read a message on a microblog (e.g.
Used a search engine (e.g. Google etc.)
Wrote/sent a etc.)
Twitter message on a microblog (e.g.
Visited a message board / forum
Twitter etc.)
The business of social | Social media tracker 2012 29
QUESTION: “Which activities have you carried out using each device in the past 6 months?”
28. Cette approche nous permet de dissocier smartphones et tablettes
Smartphones are better
65% when you want to….
60% Find your way
Access
Information
55% quickly
Socialize with Explore
% Smartphone Owners
others the world
50%
Ward Off Boredom
Get something done Have fun/
45% Hang out or Be entertained
Organize something waste time
40% Read content
Relax
Manage my life
35%
Watch content
Play a game
30%
Research something thoroughly
25%
Learn something new
20% Make a purchase
Tablets are better when
15% you want to….
Be creative
10%
10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65%
The business of social | Social media tracker 2012 % Tablet Owners 30
QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to… Smartphone Owners vs. Tablet Owners.
29. Grâce à Wave nous pouvons connecter les devices et les expériences
FUN INFORMATION
ORGANISATION ACTION
The business of social | Social media tracker 2012 31
QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to…”
30. The business of
Social
Wave c’est la possibilité de connecter
les expériences sociales avec vos
objectifs de communication
31. Un enthousiasme modéré des Français pour les pages de marques dans Facebook
+6pts
Global 21% 27% Global
47% 52%
En France, malgré un regain d’intérêt, la population est toujours
réticente à faire partie d’une communauté de marque
The business of social | Social media tracker 2012 33
QUESTION: “Have you ever joined a brand community online ?”
32. Pour créer de l’engagement, penser en priorité à l’expérience délivrée par la marque
Les attentes des internautes :
LOW INVOLVEMENT I want no interaction
Access to news about new developments
Discount vouchers
Access to fun and entertaining content
An opportunity to learn something new
A personal response to my issues/complaints
Access to unique sponsored events or competitions
An opportunity to develop my skills
The ability to communicate and share experiences with others
Tools to help me express my creativity and make something worth sharing
HIGH INVOLVEMENT To be part of a brand community
The business of social | Social media tracker 2012 The ability to influence product development 34
33. L’expérience est dépendante de la catégorie, nous en étudions 19
Consumer Game console
Computer Computer
technology PC & Video
Software Hardware
products games
Wines, Spirits
Mobile Phone &
& other Travel &
Telecom Food Sports
alcoholic Holidays
Services
beverage
Health &
Movies Music Fashion Luxury Goods
Beauty
Charitable
Cars Personal Household Non alcoholic
organization &
Automobile Finance products drinks
causes
The business of social | Social media tracker 2012 35
34. Trials, CRM & Information produit, sont les expériences sociales attendues dans la
catégorie logiciels
Access to news about new
developments & software upgrades
40%
The ability to contact computer Computer
To be part of a brand community 35% software companies and influence
software
product development
30%
25%
20%
Discount vouchers for computer An opportunity to learn something Ensemble
software or free software downloads 15% new about different applications
10%
5%
0%
Access to unique sponsored events An opportunity to develop my
or competitions software skills
Access to fun and entertaining The ability to communicate and share
content experiences with other users
Tools and help to express my
A personal response to my
creativity and make something worth
issues/complaints
sharing
The business of social | Social media tracker 2012 36
QUESTION: “Thinking about companies that make computer software, which of following statements describes the kind of interaction you would like to have with these
companies?” vs Ensemble
35. Les attentes diffèrent en fonction de l’âge même si quelques spécificités demeurent
Access to news about new developments
& software upgrades
40% Computer
The ability to contact computer software software
To be part of a brand community 35% companies and influence product
development
30%
25%
20% Ensemble
Discount vouchers for computer software An opportunity to learn something new
or free software downloads 15% about different applications
10%
16-24
5%
0%
Access to unique sponsored events or An opportunity to develop my software
competitions skills 25-34
35-44
The ability to communicate and share
Access to fun and entertaining content
experiences with other users
A personal response to my Tools and help to express my creativity 45-54
issues/complaints and make something worth sharing
The business of social | Social media tracker 2012 37
QUESTION: “Thinking about companies that make computer software, which of following statements describes the kind of interaction you would like to have with these
companies?” vs Ensemble / 16-24 / 25-34/ 35-44/45-54
36. 3 expériences émergentes sur la cible 16-34
Computer
software
To learn something new Personal response to Fun and entertaining
about applications issues/complaints content
The business of social | Social media tracker 2012 38
37. Des expériences différentes avec la marque produisent des effets spécifiques
Computer
Letting you know about the company Software
Giving a detailed understanding of the company and its
16-34
products
Making the company seem more desirable
Making you feel closer to the company
Fournir des informations produit rapproche les jeunes
adultes de la marque
Encouraging you to at least try out the company or its
products for yourself
Encouraging you to buy a product from the company
Offrir des réponses personnalisées aux problèmes des
clients encourage à l’achat d’autres produits de la marque
Making you feel valued as a customer
Makes you want to spend more time with the company
or brand
Proposer des contenus fun et divertissants incite au partage
Encouraging you to recommend the brand to others avec sa communauté
The business of social | Social media tracker 2012 39
QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that makes computer Software, [Learn something new, Personal
response to issue or Fun and entertaining content] is best at…?” vs 16-34
38. Nous pouvons mettre ces effets induits en phase avec vos objectifs marketing
Letting you know about the company AWARENESS
Giving you a detailed understanding EDUCATION
Making the company more desirable DESIRE
Making you feel closer to the company SEEK MORE
Encouraging you to try TRIAL
Encouraging you to buy TRANSACTION
Making you feel valued as a customer COMMITMENT
Makes you want to spend more time with the brand INVOLVEMENT
Encouraging you to recommend to others RECOMMENDATION
The business of social | Social media tracker 2012 40
39. Avec Wave, les réseaux sociaux vont s’accorder avec vos KPI
Computer
Letting you know about the company Awareness software
Giving a detailed understanding of the company and its
products
Education
Making the company seem more desirable Desire
Making you feel closer to the company Seek More
Encouraging you to at least try out the company or its
products for yourself
Trial
Encouraging you to buy a product from the company Transaction
Making you feel valued as a customer Commitment
Makes you want to spend more time with the company
or brand
Involvement
Encouraging you to recommend the brand to others Recommendation
The business of social | Social media tracker 2012 41
QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that makes computer Software, [Learn something new, Personal
response to issue or Fun and entertaining content] is best at…?” vs 16-34
40. Quelle que soit la cible, quel que soit le secteur, nous pouvons identifier les
interactions sociales les plus efficaces pour servir vos marques
The business of social | Social media tracker 2012 42
41. 2 215 978
Fans
The business of social | Social media tracker 2012 43
SOURCE: https://www.facebook.com/oasisfunpage/likes constaté le 7 mars 2012
42. Forte complémentarité des réseaux avec le Paid Media sur les boissons sans alcools
Awareness
Education Non alcoholic
Beverage
Acces to Fun and
Desire Entertaining Content
Seek More
Trial
Un contenu qui crée de l’engagement sur la cible et
Transaction
répond à la quasi-totalité des objectifs marketing
d’une marque
Commitment
Involvement
Recommendation
The business of social | Social media tracker 2012 44
QUESTION: Thinking about the interactions that you have indicated you would like to have with companies in these categories, [Acces to Fun and Entertaining Content] is
best at…?” vs 16-24
43. Un contenu fun et divertissant ne fonctionne pas sur toutes la catégories
L’accès a du contenu fun n’est pas un levier qui
fonctionne pour toutes les catégories de façon
Awareness uniforme
&
Education Même pour une catégorie qui crée de l’engagement
sur ce type de contenu, ce n’est pas un critère qui
Desire permet de répondre à l’ensemble des objectifs d’une
marque
Seek More
Trial
Transaction
Computer Software Computer Hardware Telecoms
Commitment
Involvement
Food Travel Luxury
Recommendation
The business of social | Social media tracker 2012 45
QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in these categories, [Fun and entertaining
content] is best at…?” vs Ensemble
44. Tanguy Community Manager chez Bouygues acteur du CRM appliqué au Web Social
The business of social | Social media tracker 2012 46
SOURCE: http://gregorypouy.blogs.com/marketing/2012/02/la-crise-des-op%C3%A9rateurs-mobile-analys%C3%A9e-par-tanguy-responsable-web-social-de-bouygues-
telecom.html , 29 février 2012
45. Le SRM, la solution pour toutes les marques ? Ou pas.
Awareness
Expérimenter une réponse à un problème personnel
sur les réseaux sociaux permet effectivement de créer
de l’engagement dans la catégorie des télécoms,
Education
mais attention à ne pas généraliser ces
comportements sur tous les secteurs
Desire
Seek More
Trial
Transaction
Computer Software Computer Hardware Telecoms
Commitment
Involvement
Food Travel Luxury
Recommendation
The business of social | Social media tracker 2012 47
QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in these categories, [A personal response to
issues and complaints] is best at…?” vs Ensemble
47. Les interactions souhaitées avec l’univers du luxe par les femmes 16-34
First access to the latest new luxury
goods product launches
8%
The ability to contact luxury goods
To be part of a brand community 7%
companies and influence future
6% designs
5%
4%
Access to unique luxury events or 3% An opportunity to learn more about
competitions 2% luxury goods & companies
1%
0%
Access to exclusive content e.g. An opportunity to get advice on
videos, music, games etc. what luxury goods to buy
The ability to communicate and
A personal response to my
share advice & recommendations
issues/complaints
with others
Tools and help to express my
creativity and share with others
The business of social | Social media tracker 2012 49
QUESTION: QUESTION: “Thinking about companies that are involved in Luxury, which of following statements describes the kind of interaction you would like to have with these
companies?” vs Femmes 16-34
48. Le Privilège : c’est l’expérience sociale proposées par les marques de Luxe.
Awareness
Education
Luxury Luxury Luxury
First access to To learn more To get advice on
Desire new product about luxury goods what to buy
launches & companies
Seek More
Trial
Dans le luxe, c’est le privilège qui prévaut et au même
titre que les marques ont des fans, les marques de
Transaction
Luxe, elles engrangent des privilégié(e)s qui ont la
volonté d’en apprendre plus sur l’entreprise et de de
Commitment créer une vraie relation avec la marque
Involvement
Recommendation
The business of social | Social media tracker 2012 50
QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in these categories, [To learn more about luxury goods &
companies] is best at…?” vs Femmes 16-34