2. The business of social | Social media tracker 2012
Contents
• Executive summary
• What is Wave?
• The continuing story of Wave
• Social movements
• Will data privacy slow social?
• The Business Of Social
• Connecting with social experiences
• The impact: Summary
• What does this mean for your business?
• About this report

3. The business of social | Social media tracker 2012
Real Actionable Insight
A SOCIAL MOVEMENT
THE POWER OF SOCIAL
CONNECTING WITH SOCIAL EXPERIENCES

4. The business of social | Social media tracker 2012
Executive Summary
• The story so far in social networking has been one of incredible growth. But Wave 6 shows that in the future the
biggest impact of social media will come from the increasing amount of time people are spending on them. Social
networks are now legitimate rivals to all forms of media and will continue to have a huge effect on behaviour and
media consumption.
• Consumers are continuing to move away from increasingly soloed brand websites, viewing them as specialist or
one dimensional experiences compared to those offered by social media. Brands will need to reach out to
consumers in the social spaces if they are to connect online.
• Even those data privacy concerns are rising, attachment to social networks is stronger than ever. With over 40%
of people saying they are worried about missing out if they don‟t visit their social network. As a result users are
fully prepared to share their data in return for the benefits that social platforms bring.
• Social experiences deliver very clear value to brands. Understanding the social experiences the consumer wants
AND which of these experiences deliver the brand‟s marketing objectives is the key to unlocking this value. This is
an important part of making social media a legitimate platform for brand development.
• Despite the reluctance of many companies to discuss problems, particularly in social media, our research has
shown that actually responding to a customer‟s issues is one of the most powerful social experiences a brand can
deliver. In the future social CRM should be a fundamental part of any brand‟s communication strategy.
• The consumer has many devices through which they can interact with a brand digitally but not all of these devices
are a suitable environment for every experience. Tablets and smartphones, for example, have very different
strengths. Marrying the right experience to the right device is key to creating a compelling social strategy.

5. The business of social | Social media tracker 2012
What is Wave?
• Wave is a social media study.
• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across
Waves.
• All research is conducted by the EMEA Research team in collaboration with the UM network of
agencies.
• We have surveyed 41,738 16-54 Active Internet Users in 62 countries.
• In Serbia we have covered active internet population from 16-54 y.o. , with 500 people within the
representative sample, covering 2,013,000 ( 28% of total population )
• Our partner in this research in Serbia is the research company Mediana, who was responsible for
the field work and quality of sample
Why the Active Internet User?
• Active Internet Users are those that use the internet every day or every other day.
• Social media is driven by Active Internet Users.
• They drive adoption of platforms and tools and they will determine which tools and platforms
become dominant.

6. The business of social | Social media tracker 2012
INFLUENTIAL
29 countries
17,000 respondents
October 1999: Launch
March 2002: Launch
January 2003: Launch
June 2003: Launch
September 2003: Launch
January 2004: Launch
December 2004: Launch
March 2005: Launch
August 2005: Launch
February 2006: Launch
September 2006: Launch
January 2007: Launch
January 2001: Launch
May 2003: Launch
August 2003: Launch
February 2004: Launch
January 2005: Launch
April 2005: First video uploaded to YouTube
July 2008: Launch
March 2007: Launch
April 2008: Facebook overtakes
MySpace in popularity
August 2008:
Over 100M users
October 2008: Launch
August 2009: Xiaonei becomes RenRen
April 2010: iPad released
July 2010: 100M check-ins
October 2010: “The Social Network” film released
March 2011: 100M members
June 2011:
Over 200M tweets a day
December 2011:
Over 845M active users
September 2008:
First Android phone launch
Now more than 3.6Bn images on Flickr
June 2009: Launch
March 2009: Launch
February 2010:
Facebook mobile – 100M users
August 2010: Groupon is the
fastest growing company of all time
December 2010: 100M users
just 2.5 months after launch
April 2011:
Valued at >$36Bn
June 2011: Launch
September 2011:
QQ IM – over
700M active users
15 countries
7,500 respondents
TEXTUAL
38 countries
23,200 respondents
MOTIVATIONAL
54 countries
37,600 respondents
SOCIAL 62 countries
42,000 respondents
BUSINESS
21 countries
10,000 respondents
VISUAL
October 2006: Launch

7. The business of social | Social media tracker 2012
The expanding Wave universe
Wave 1
Australia
China
France
Germany
Italy
India
Japan
Korea
Mexico
Philippines
Russia
Spain
UK
US
Wave 2
Australia
Brazil
China
France
Germany
Greece
India
Italy
Japan
Korea
Malaysia
Mexico
Pakistan
Philippines
Russia
Singapore
Spain
Taiwan
Thailand
UK
US
Wave 3
Australia
Austria
Brazil
Canada
China
Czech Republic
Denmark
France
Germany
Greece
Hong Kong
Hungary
India
Italy
Japan
Korea
Mexico
Netherlands
Pakistan
Philippines
Poland
Romania
Russia
Spain
Switzerland
Taiwan
Turkey
UK
US
Wave 4
Australia
Austria
Belgium
Brazil
Canada
China
Colombia
Czech Republic
Denmark
Ecuador
Finland
France
Germany
Hong Kong
Hungary
India
Italy
Japan
Korea
Latvia
Lithuania
Malaysia
Mexico
Netherlands
Norway
Peru
Philippines
Poland
Portugal
Romania
Russia
Singapore
South Africa
Spain
Sweden
Turkey
UK
US
Wave 5
Algeria
Argentina
Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Czech Republic
Denmark
Ecuador
Egypt
Estonia
France
Germany
Hong Kong
Hungary
India
Italy
Ireland (ROI)
Japan
Korea
KSA
Kuwait
Latvia
Lebanon
Lithuania
Malaysia
Mexico
Netherlands
Norway
Oman
Philippines
Poland
Portugal
Qatar
Romania
Russia
Serbia
Singapore
Slovakia
South Africa
Spain
Sweden
Taiwan
Thailand
Tunisia
Turkey
UAE
UK
Ukraine
US
Wave 6
Algeria
Argentina
Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Croatia
Czech Republic
Denmark
Ecuador
Egypt
Estonia
France
Finland
Germany
Greece
Hong Kong
Hungary
India
Italy
Ireland (ROI)
Japan
KSA
Kuwait
Latvia
Lebanon
Lithuania
Macedonia
Malaysia
Mexico
Netherlands
Norway
Oman
Philippines
Poland
Portugal
Puerto Rico
Qatar
Romania
Russia
Serbia
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Tunisia
Turkey
UAE
UK
Ukraine
US
Vietnam
62
countries
41,738
respondents

8. The business of social | Social media tracker 2012
Welcome to Wave 6 – The Business of Social
• Social media remains at the top of the agenda for many brands. However, it is clear that as a medium for
marketers it‟s still very much in its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are no
more than proxies for other more meaningful brand objectives. In fact, by definition, setting these goals suggests
you may have already confined yourself to creating a one-dimensional social experience.
• Perhaps this is one reason why so many social media strategies look the same, using familiar platforms in
familiar ways to achieve similar goals. With Wave 6 we intend to address this challenge. Wave 5 – The
Socialisation Of Brands told us that people want vastly differing social relationships with brands. Wave 6 – The
Business Of Social tells us what these social relationships can deliver for brands. Do they make people
want to spend more time with the brand, do they make them feel valued as customers, or do they encourage
people to recommend the brand to others?
• Our research has revealed a deeply complex environment where different social experiences meet different
marketing objectives. An experience that drives brand advocacy in one category simply creates awareness in
another. An experience that encourages brand participation for one person does very little for someone else.
Knowing the value of an experience means we can build a social media strategy designed to meet a marketing
objective, rather than starting with how to exploit an existing social platform.
• We believe this knowledge is vital if we are to make social media a legitimate platform for the development of
brands.

9. SOCIAL
MOVEMENTS

10. The business of social | Social media tracker 2012
Growth in social networking has slowed
Global
51.4%
Wave 4
Wave 3
45.1%
Wave 5
61.4%
Wave 6
65.2%
3 4 5 6
Wave:

11. The business of social | Social media tracker 2012
Growth in social networking has slowed
USA
33.1% 48.3% 58.1% 64.5%
China
47.4% 51.4% 68.4% 68.9%
Russia
64.8% 66.1% 79.8% 77.1%
UK
53.4% 55.5% 58.6% 62.9%
India
51.4% 62.8% 72.5% 67.1%
Italy
24.0% 34.4% 53.9% 61.2%
Germany
27.2% 36.6% 37.8% 53.1%
Brazil
63.6% 53.9% 74.5% 74.3%
Spain
29.9% 46.2% 55.5% 59.6%
France
26.3% 43.4% 53.2% 53.5%
3 4 5 6
Wave:
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)”
Some countries. like
Brazil, India, Russia, see
decline in how many
people manage social
media profiles

12. The business of social | Social media tracker 2012
Serbian active internet users manage their profile
slightly less vs. WAVE5
Macedonia and Croatia are more involved in social
media than Serbia
Global
45.1% 51.4% 61.4% 65.2%
Wave
3
Wave
4
Wave 5 Wave 6
3 4 5 6
Wave:
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)”
Serbia MK CRO
77.4% 71% 87.4% 84.2%
Wave
5
Wave
6
Wave 6 Wave 6

13. The business of social | Social media tracker 2012
But as profile creation begins to plateau, active
management still grows
Upload a video clip to a video sharing websiteWatch video clips onlineCreate a profile on a new social networkManage a profile on an existing social networkVisit a friend's social network page
49%
88%
75% 77%
81%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6
QUESTION: “Thinking about the internet, which of the following have you ever done?”
Global average

14. The business of social | Social media tracker 2012
Upload a video clip to a video
sharing website
Watch video clips online Create a profile on a new social
network
Manage a profile on an existing
social network
Visit a friend's social network
page
Watching video clips on line is the most popular
activity in Serbia
19%
91%
46% 71%
76%
Wave 5 Wave 6
QUESTION: “Thinking about the internet, which of the following have you ever done?”
Serbia

15. The business of social | Social media tracker 2012
People are spending more time than ever on social networks
With the youngest audiences we can see that social
networking is as prevalent as traditional media consumption
QUESTION: “Approximately how much
time did you spend consuming
the following media in the last 7 days?” -
Hours per week
Television
Radio
Magazines
Newspapers
Internet
Email
Social networks
Microblogging sites
Mobile phone
Blogs
Video sites
10
9
6
7
4
6
5
6
13
13
7
7
7
9
5
6
8
10
6
7
Everyone
16-24 year olds
6
7
Global average
7

16. The business of social | Social media tracker 2012
In Serbia active internet users spend more hours on internet
than TV and on mobile phones equally the same as TV
QUESTION: “Approximately how much time
did you spend consuming
the following media in the last 7 days?” -
Hours per week
Serbia
Television
Radio
Magazines
Newspapers
Internet
Email
Social networks
Microblogging sites
Mobile phone
Blogs
Video sites
6
5
2
3
8
6
1
5
4
4
1

17. The business of social | Social media tracker 2012
20%
30%
40%
50%
60%
70%
80%
90%
Wave 1 2006Wave 2 2007Wave 3 2008Wave 4 2009Wave 5 2010Wave 6 2011
%EverDone
For the first time we are seeing a decrease in some
social platforms
QUESTION: “Thinking about the internet, which of the following have you ever done?”
Start my own
blog/weblogs
Read blogs/weblobgs
Visit a message
board/forum
Started a topic on a
message board/forum
Use instant messenger
Visit a photo sharing
website

18. The business of social | Social media tracker 2012
Blogging: Declining or stabilising in many markets
QUESTION: “Thinking about using the internet, which of the following
have you used in the last 6 months?” - Read blogs / weblogs
3 4 5 6
Wave:
China
74.9% 75.7% 79.6% 81.4%
Russia
59.3% 54.6% 63.4% 52.4%
UK
50.7% 41.3% 40.8% 45.5%
Brazil
74.5% 70.9% 72.4% 67.9%
India
62.2% 63.1% 63.3% 55.6%
Italy
61.9% 51.0% 51.5% 51.7%
Germany
35.2% 36.3% 29.6% 39.3%
Spain
63.6% 55.9% 60.3% 55.8%
France
45.6% 50.2% 46.7% 43.9%
USA
45.6% 50.2% 46.7% 44.9%
Global
55.3% 60.6% 64.5% 63.2%
Wave 6Wave 5Wave 4Wave
3
Serbia MK CRO
76.6% 49.7% 64% 56.5%
Wave 5
Wave 6
Wave 6 Wave 6

19. The business of social | Social media tracker 2012
Microblogging is still rising but is yet to be fully understood globally
Serbia is slightly abandoning microblogging
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)”
Global
14.9% 33.2% 42.9%
Wave 4
Wave 5
Wave 6
4 5 6
Wave:
USA
8.5% 18.8% 22.1%
China
26.3% 53.1%
71.5%
Russia
14.2% 19.9% 25.8%
UK
6.4% 19.3% 62.9%
Brazil
13.4% 43.9% 47.6%
India
24.4% 45.5% 42.9%
Italy
9.4% 11.1% 17.7%
Spain
11.5% 19.1% 24.8%
Germany
6.2% 7.7% 15.9%
France
4.1% 8.8% 12.2%
Serbia MK CRO
23.2% 19.1% 34% 15%
Wave 5 Wave
6
Wave 6 Wav
e 6

20. The business of social | Social media tracker 2012
Are we abandoning the brand website?
60%
65%
70%
75%
80%
85%
90%
95%
100%
QUESTION: “Thinking about using the internet, have you visited
an official company/brand website in the past 6 months?”
13% decrease
in 4 years on a
global level
Significant
decrease in
Serbia vs
Wave5

21. The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
0%
5%
10%
15%
20%
25%
30%
Meet new people
Stay in touch with
friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make moneyHave fun/be entertained
Feel like you belong
Share new experiences
Earn respect
“Hang out” or waste
time
Keep up to date
Explore the world
around me
Manage my life better
Seek other people’s
opinions
Forums
Photo/Video sites
Microblogs
Blogs
To get the most from social platforms we need to
know what they do best
Global average

22. The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
0%
5%
10%
15%
20%
25%
30%
Meet new people
Stay in touch with
friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make moneyHave fun/be entertained
Feel like you belong
Share new experiences
Earn respect
“Hang out” or waste
time
Keep up to date
Explore the world
around me
Manage my life better
Seek other people’s
opinions
In Serbia usage of microblogs and photo/video
sharing sites is significantly lower.
Key applications are blogs and forums
Forums
Photo/Video sites
Microblogs
Blogs

23. The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
0%
5%
10%
15%
20%
25%
30%
Meet new people
Stay in touch with
friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make moneyHave fun/be entertained
Feel like you belong
Share new experiences
Earn respect
“Hang out” or waste
time
Keep up to date
Explore the world
around me
Manage my life better
Seek other people’s
opinions
Official brand websites
Forums
Photo/Video sites
Microblogs
Blogs
The brand website has specific strengths
Global average

24. The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
0%
5%
10%
15%
20%
25%
30%
35%
Meet new people
Stay in touch with
friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make moneyHave fun/be entertained
Feel like you belong
Share new experiences
Earn respect
“Hang out” or waste
time
Keep up to date
Explore the world
around me
Manage my life better
Seek other people’s
opinions
Official brand websites
Forums
Photo/Video sites
Microblogs
Blogs
In Serbia brand websites have more strengths vs.
some other applications

25. The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Meet new people
Stay in touch with friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make moneyHave fun/be entertained
Feel like you belong
Share new experiences
Earn respect
“Hang out” or waste time
Keep up to date
Explore the world around
me
Manage my life better
Seek other people’s
opinions
Official brand websites
Forums
Photo/Video sites
Microblogs
Blogs
Social networks
The social network dominates all
Global average

26. The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
0%
10%
20%
30%
40%
50%
60%
70%
80%
Meet new people
Stay in touch with
friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make money
Official brand websites
Forums
Photo/Video sites
Microblogs
Blogs
Social networks
In Serbia the domination of social networks vs.
other formats is drastic

27. The business of social | Social media tracker 2012
The power of the social network differs across the
world
Promote yourself
Japan
Share knowledge
Be creative
Make contacts for work
Earn respect
Explore the world around me
Learn something new
Make money
China
South Korea
Australia
Change opinions
India
Thailand
MalaysiaSeek other people’s
opinions
Belgium
Denmark
UK
Canada
USA
Turkey
Hungary
Austria
Germany
Russia
Czech Republic
Sweden
Netherlands
Portugal
Mexico
Argentina
Spain Italy
Brazil
Tunisia
Algeria
Singapore
Egypt
Hong Kong
Philippines
South Africa
Poland
Lebanon
Norway
UAE
“Hang Out” or waste time
Feel like you belong
Meet new people
Have fun/be entertained
Share new experiences
Express yourself
Keep up to date
Lithuania
KSA
Ukraine
Macedonia
Serbia
Latvia
Romania
Ecuador
Estonia
Slovakia
Stay in touch with friends
Manage my life better
Croatia
Switzerland
Vietnam
Taiwan
Finland
IrelandGreece
Chile
Colombia
Puerto Rico
Qatar
Oman
Kuwait
Bahrain
France
QUESTION: “Which of these online applications [Social networks
e.g. facebook.com] does a good job when you want to…?” - By country
SELF-IMPROVEMENT
ENABLEMENT
FUN
CONNECTION

28. The business of social | Social media tracker 2012
Learn
something
new
China
Change
opinions
UK USA
Russia
Tunisia
Algeria
EgyptLebanon
UAE
“Hang Out”
or waste
time
Feel like
you belong
KSAKuwait
Bahrain
QUESTION: “Which of these online applications [Social networks
e.g. facebook.com] does a good job when you want to…?” - By country
And it explains much of the cultural context
SELF-IMPROVEMENT
ENABLEMENT
FUN
CONNECTION
Serbia
Croatia
Macedonia

29. WILL PRIVACY
SLOW
SOCIAL?

30. The business of social | Social media tracker 2012
People are concerned about the amount of personal data online
-6.8%
I am concerned about the amount of personal data
online
65%
GlobalFYRM
79%
Croatia
60%
Serbia
60%

31. The business of social | Social media tracker 2012
People are concerned but also too attached
-6.8%
Social networks are integral to my social life
42.2%
Serbia
50%
GlobalFYRM
61.1%
Croatia
46.2%

32. The business of social | Social media tracker 2012
And people are still sharing personal data
Message
friends
Update
my profile
Upload
photos
Find old
friends
Update
my status
Find
new friends
Used
live chat
Used a
“like”
button
Play
games
Display
my interests
Join
a group
Removed
Someone
from my
friend list
Join an
Interest
group or
cause
Upload
videos
Write a
blog
Affiliate
with or
become
fan of a
brand
Shared
Your
location
Make
Contacts
for work/
Professional
reasons
Purchased
something
Organise
events
DatingJoin a
Celebrity
group
19% 19%
21% 21%
27%
29% 30% 30%
31%
38% 38%
43% 44% 44%
47% 47%
49%
52%
59% 59%
62%
64%
Global average
QUESTION: “What have you done with your social networking profile?,
amongst those who have used a social network in the past 6 months”

33. The business of social | Social media tracker 2012
In Serbia, sharing personal data is not among top
activities, our first choice of activities is about
staying in touch with our friends
QUESTION: “What have you done with your social networking profile?,
amongst those who have used a social network in the past 6 months”
9%
13%
16%
19%
22%
27%
29%
34%
38% 38%
40%
45%
47%
48% 49% 49%
52% 53% 53%
58%
74%
78%
Message
friends
Update
my profile
Upload
photos
Find old
friends
Update
my status
Find
new friends
Used
live chat
Used a
“like”
button
Play
games
Display
my interests
Join
a group
Removed
Someone
from my
friend list
Join an
Interest
group or
cause
Upload
videos
Write a
blog
Affiliate
with or
become
fan of a
brand
Shared
Your
location
Make
Contacts
for work/
Professio
nal
reasons
Purchased
something
Organise
events
Dating Join a
Celebrity
group

34. The business of social | Social media tracker 2012
0
10
20
30
40
50
60
70
80
Wave 3 2008Wave 4 2009Wave 5 2010Wave 6 2011SR Wave 5 2012SR Wave 6 2012
Averagenumberofpeople
But we are sharing with more people than ever before
QUESTION: “Approximately how many people do you stay in contact with
in your personal life through the following means?”
Social networks
Instant messenger
Forum/Message board
My personal blog
Phone
Email
Face to face
Text message (SMS)
Post/Letter

35. The business of social | Social media tracker 2012
China
USA
Brazil
Russia
Germany
UK
Mexico
France
Egypt
S Korea
Japan
Canada
Italy
Spain
Turkey
India
Poland
35%
40%
45%
50%
55%
60%
65%
70%
75%
50% 55% 60% 65% 70% 75%
%agreesocialnetworkingisanintegralpartofmy
sociallife
% agree concerned about the amount of personal data that goes online
Social networking
more important
Serbia
FYRM
Croatia
Sharing personal data is an accepted risk
Privacy more
important
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] vs. [I am concerned about the amount of personal
data that goes online]” amongst those who have created a profile on a new social network.
Size of bubble represents size of audience
Size of bubble represents size of audience

36. THE POWER
OF SOCIAL

37. The business of social | Social media tracker 2012
The value of social experiences
• A word that is frequently used in social marketing is „Engagement‟, often when citing the
power of social media and the opportunity it brings for marketers. There is nothing wrong
with this; it‟s a worthy ambition for a brand to try to engage with their consumers. The
problem is that engagement is essentially a meaningless term. It could mean
anything or everything and is really just used as a proxy for more meaningful brand
objectives. With Wave 5 – The Socialisation Of Brands we asked some fundamental
questions: do consumers want a social relationship with brands and if they do what kind
of relationship do they want? This information has allowed UM to guide clients in the
social space by understanding the needs of the consumer first and foremost.
• With Wave 6 – The Business Of Social we have taken things a step further. Not just
understanding the social experience that consumers want but also, crucially, defining the
marketing value that these experiences can deliver to brands. This means we can not
only identify the right experiences but also those that best meet our marketing
objectives. The results of this research have truly been surprising and allowed us to
further understand the incredibly diverse world of social media. Also, in the space of
social CRM, the results have some profound things to say about how brands connect
with consumers to create the most compelling experiences of all.

38. The business of social | Social media tracker 2012
We think about social experiences first
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
To be part of a brand community
The ability to influence product developmentHIGH INVOLVEMENT
LOW INVOLVEMENT

39. The business of social | Social media tracker 2012
Social needs vary by category….
QUESTION: “Thinking about companies that make HEALTH AND BEAUTY products, which of the following
statements describes the kind of interaction you want with these companies?”
0.0 %
5.0 %
10.0 %
15.0 %
20.0 %
25.0 %
30.0 %
35.0 %
40.0 %
45.0 %
Access to latest news & new product
launches
The ability to contact companies &
influence new product development
An opportunity to learn more about
health and beauty
An opportunity to develop and
improve my skills
The ability to communicate and
share experiences with other health
& beauty consumers
Tools and help to express my
creativity and share with others
A personal response to my
issues/complaints
Access to fun and entertaining
content e.g. videos, games, music
etc.
Access to health & beauty events or
competitions to win products or
services
Discount vouchers for health &
beauty products & services
To be part of a brand community
Health &
Beauty

40. The business of social | Social media tracker 2012
How we define the value of social experiences
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
AWARENESSLetting you know about the company

41. The business of social | Social media tracker 2012
And these experiences deliver very different
outcomes
QUESTION: “Thinking about the interactions that you have indicated you would like to
have with companies that make health and beauty products, which interaction is best…?”
0.0 %
10.0 %
20.0 %
30.0 %
40.0 %
50.0 %
60.0 %
70.0 %
Discount vouchers
To learn more about
health and beauty
The latest news &
product launches
Health &
Beauty

42. The business of social | Social media tracker 2012
The same experiences deliver different outcomes
by category
QUESTION: “Thinking about the interactions that you have indicated you would like to have with health and beauty
companies and with companies that provide services in travel and holidays, which interaction is best…?”
0.0 %
5.0 %
10.0 %
15.0 %
20.0 %
25.0 %
30.0 %
35.0 %
40.0 %
45.0 %
50.0 %
The ability to contact
travel companies and
influence product
development
The ability to contact
health and beauty
companies and influence
product development

43. The business of social | Social media tracker 2012
This means we can start with an objective
QUESTION“Thinking about the interactions that you have indicated you would like to have with travel
companies, companies that make health and beauty products, companies that are involved in the fashion
industry and companies & artists that make & distribute music, which interaction is best…?”
Access to
news about
music, artists
& music
events
Music
“Make me feel closer to the company”
Access to the
latest offers &
discounts on
holiday &
travel
Travel & Holidays
An
opportunity to
learn more
about health
and beauty
Health &
Beauty
Free money off or
discount
vouchers
Fashion

45. The business of social | Social media tracker 2012
The Power of Social Experiences
• A key element for making the social network platforms accountable tools for marketers is
being able to evaluate the value they bring to brands. This effort begins with
understanding the intrinsic values of the social media platforms and the power of the
experiences they can deliver. Wave 6 – The Business Of Social has begun to answer
this question and now allows UM and Fastbridge to plan social strategies from the
starting point of brand or business objective. We think this is an important step towards
using social media in a more focussed and value driven way.
• This approach also has implications for social CRM. Social media platforms, such as
Twitter, are incredibly powerful tools for customer feedback. Using them in pro-active
way to deal with problems very quickly is a proven and powerful driver of loyalty.
However, responding quickly isn‟t always easy and many marketing teams require input
from many other areas of the organisation before dealing with a problem. This suggests
that a social media strategy should not just be the sole domain of the marketing
department, but rather part of a company wide effort including legal, PR, customer
support and others. This requires commitment and investment but our research has
shown that those brands that accomplish this will benefit greatly.

46. CONNECTING
WITH SOCIAL
EXPERIENCES

47. The business of social | Social media tracker 2012
Mobile phone
Desktop
PC
Laptop/
Notebook
Portable
Mp3 / video player
Smartphone
Games
Console
Portable
Games
Console
Internet-
Connected TV
Tablete-book
Reader
0%
10%
20%
30%
40%
50%
60%
70%
0% 10% 20% 30% 40% 50% 60%
%OwnDevice
% Use Device to Go Online
Global data : PC, laptop and mobile devices still the
main way to connect
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.

48. The business of social | Social media tracker 2012
People in Serbia now have many ways to connect
with the internet
0
1
2
3
4
5
Own
4.5
3.4
QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”
Average number of devices owned and used to access the internet
Laptop /
netbook
PC
Smartph
one (eg:
iPhone)
Mobile
phone
Portable
MP3 /
video
player
Desktop
PC
Tablet
device
(eg:
iPad)
E-book
reader
(eg:
Kindle)Games
console
Portable
games
console
Broadba
nd
Wi - Fi
Other

49. The business of social | Social media tracker 2012
Mobile phone
Desktop
PC
Laptop/
Notebook
Portable
Mp3 / video player
Smartphone
Games
Console
Portable
Games
Console
Tablet
e-book
Reader0%
10%
20%
30%
40%
50%
60%
0% 10% 20% 30% 40% 50% 60% 70%
%OwnDevice
% Use Device to Go Online
In Serbia PC and mobile devices are the main way
to connect
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.

50. The business of social | Social media tracker 2012
In Serbia PC remains the most versatile internet enabled
device, although we can start to see the areas where
smartphones are being increasingly used
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Read blogs
Post/write on a blog
Upload photos to photo sharing site
Watch video clips online
Shared a video with a friend
Download a podcast
Download video podcast
Managed a social network profile
Visited a friend's social network page
Used instant messenger
Visited a company/brand website
Used search engine
Wrote/sent a message on microblog
Read a message on microblog
Visited a forumSent a text message
Downloaded & used an app
Used a cloud-based music
reccommendation service
Take part in multi-player game online
Visited a professional social network
Joined an online community
Made a purchase
Watched live TV
Searched for a location
Read a digital newspaper/magazine
Read a book
Shared your location via location-
based social network
Browsed the internet
Joined a group buying community
QUESTION: “Which activities have you carried out using each device in the past 6 months?”
E-book reader
(eg: Amazon kindle)
Laptop /
notebook PC
Desktop
PC
Smartphone
(eg: iPhone)
Tablet
(eg: iPad)
Mobile
phone
Games
console
Portable MP3
/ video player
Portable
games
console

51. The business of social | Social media tracker 2012
Globally we can see that smartphone penetration is
growing rapidly
% own a
smartphone
>60%
50-60%
40-50%
30-40%
<30%
38% 37%
43%
59%
28%
8%
62
%
40%
2
0
%
37%
2
9
%
23%
28
%
45%
35%
27
%
37%
44%
53%
42% 39% 22%
27%
9%
33%47%
40%
25
%
18% 43%
44%
67%
43%
43%
34%
38%
37%
59%
61%
22%
44%
38%
41%
42%
24%
34%
11%28%
45%45%
26%
37%
36%
20%
25%
29%
36%
16%
24%
34%45%
31%
11%
QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
Serbia 11.30%
FYRM 30.30%
Croatia 31.20%

52. The business of social | Social media tracker 2012
And tablet penetration slowly catching up
18% 19%
14%
33%
10%
5%
11%
11%
2
0
%
15%
2
9
%
5%
34
%
16%
12%
12
%
12%
14%
12%
11% 13%
11%
4%
21%
17%
12%
10%
8% 20%
20%
28%
19%
12%
22%
19%
17%
32%
16% 8%
14%
11%
14%
11%
6%
8%
2%
6%
10%
18%
12%
37%
9%
6%
5%
5%
5%
6%
6%
6%11%
12%
14%
11%
% own a tablet
device
>20%
15-20%
10-15%
5-10%
<5%
QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)
Serbia 1.20%
FYRM 6.60%
Croatia 9.60%

53. The business of social | Social media tracker 2012
Connecting devices to experiences
QUESTION: “You have indicated you own these devices,
which of these devices do you think does a good job when you to…”
INFORMATION
ACTION
FUN
ORGANISATION
Laptop/Netbook P.C.
e-book Reader
Smartphone
Internet
Connected
TV
Portable Games Console
Desktop
P.C.
Tablet device
Learn Something
New
Portable
mp3/video
player
Games Console
Get Something Done
Find My Way
Manage My
Life
Research
Something
Thoroughly
Make a Purchase
Ward Off Boredom
Relax
Socialise With Others
Organise
Something Read Content
Explore the World
Around Me
Have Fun/ Be
Entertained
Play a Game
Access
Information
Quickly
Be Creative
Watch
Content
“Hang Out” or
Waste Time
Mobile Phone

54. THE IMPACT:
SUMMARY

55. The business of social | Social media tracker 2012
The impact: summary
• Our research shows that social experiences can be very powerful, creating
strong connections with the consumer. However, it also shows that knowing this
is not enough. We also need to understand the value that these bring. These
experiences need not be complicated. The consumer is often the most powerful
advocate and ally of a brand: Wave 6 - The Business Of Social demonstrates
that even simply responding to a customer‟s problems creates more loyalty and
advocacy than any reward programme could.
• So do not spend time and investment on a social experience that you don‟t
know it‟s value of or doesn‟t meet your brand‟s challenges. It‟s necessary to
look at both the consumer‟s needs and your own objectives if you are to build
something that not only connects to the consumer but also helps build value for
your brand.

56. The business of social | Social media tracker 2012
“Is Social Media working for you? Or
are you working for Social Media?”

57. THANK YOU