Social media continue to grow rapidly in the Philippines. However, as a medium for marketers, it is still very much on its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are mere proxies for other more meaningful brand objectives, and suggests just 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 showed 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 brands make customers feel valued through rewards and feedback, do they provide an in-depth information about the product or do they encourage people to recommend the brand to others?
Developer Data Modeling Mistakes: From Postgres to NoSQL
UM Wave 6 Philippine Findings
1.
2. What You Will See --
• Wave Defined
• The Continuing Story of Wave
• Executive Summary
• The Big Stories of Wave 6
• Social Movements
• The Power Of Social
• Connecting with Social Experiences
• The Impact: Summary
• What does this mean for your business?
The business of social | Social media tracker 2012
3. 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.
• The survey is carried out using UM’s in-house research system, Intuition.
• We have surveyed 41,738 16-54 Active Internet Users in 62 countries. 507 respondents came
from Philippines.
• All surveys are self-completed and the data collected is purely quantitative.
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 thus will determine which of these will become
dominant.
The business of social | Social media tracker 2012
4. 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
June 2011: Launch
Over 200M tweets a day
April 2011:
MOTIVATIONA 37,600 March 2011: 100M members Valued at >$36Bn
L 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
23,200 April 2010: iPad released February 2010:
Facebook mobile – 100M users
respondents
INFLUENTIAL August 2009: Xiaonei becomes RenRen
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:
First Android phone launch
TEXTUAL August 2008:
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: Launch
September 2006: Launch
July 2008: Launch
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
The Story of
January 2001: Launch
March 2002: Launch
October 1999: Launch
Wave
The business of social | Social media tracker 2012
5. Wave 6
The Expanding Wave Universe Wave 5
Algeria
Algeria
Argentina
Australia
Austria
Bahrain
Argentina
Belgium
Australia
Brazil
Austria
Canada
Bahrain
Chile
Belgium
China
Brazil
Colombia
Wave 4 Canada
Croatia
Chile
Australia Czech Republic
China
Austria Denmark
Colombia
Belgium Ecuador
Philippines Wave 3
Australia
Brazil
Canada
Czech Republic
Denmark
Ecuador
Egypt
Estonia
China France
Austria Egypt
Colombia Finland
Brazil Estonia
Wave 2 Czech Republic Germany
Canada France
Denmark Greece
Australia China Germany
Ecuador Hong Kong
Brazil Czech Republic Hong Kong
Finland Hungary
Wave 1 China Denmark Hungary
France India
France France India
Australia Germany Italy
Germany Germany Italy
China Hong Kong Ireland (ROI)
Greece Greece Ireland (ROI)
France Hungary Japan
India Hong Kong Japan
Germany India KSA
Italy Hungary Korea
Italy Italy Kuwait
Japan India KSA
India Japan Latvia
Korea Italy Kuwait
Japan Korea Lebanon
Malaysia Japan Latvia
Korea Latvia Lithuania
Mexico Korea Lebanon
Mexico Lithuania Macedonia
Pakistan Mexico Lithuania
Philippines Malaysia Malaysia
Philippines Netherlands Malaysia
Russia Mexico Mexico
Russia Pakistan Mexico
Spain Netherlands Netherlands
Singapore Philippines Netherlands
UK Norway Norway
Spain Poland Norway
US Peru Oman
Taiwan Romania Oman
Philippines Philippines
Thailand Russia Philippines
Poland Poland
UK Spain Poland
Portugal Portugal
US Switzerland Portugal
Romania Puerto Rico
Taiwan Qatar
Russia Qatar
Turkey Romania
Singapore Romania
UK Russia
South Africa Russia
US Serbia
Spain Serbia
Singapore
Sweden Singapore
Slovakia
Turkey Slovakia
South Africa
UK South Africa
Spain
US South Korea
Sweden
Spain
Taiwan
Sweden
Thailand
62
Switzerland
Tunisia
Taiwan
41,738
Turkey
Thailand
UAE
Tunisia
UK
Turkey
Ukraine
UAE
countrie
US
UK
Ukraine
respondents US
s
Vietnam
The business of social | Social media tracker 2012
6. Welcome to Wave 6 – The Business of Social
• Social media continue to grow rapidly in the Philippines. However, as a medium for marketers, it
is still very much on its infancy. Popular measures of success, such as “Likes”, posts or Tweets,
are mere proxies for other more meaningful brand objectives, and suggests just 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
showed 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
brands make customers feel valued through rewards and feedback, do they provide an in-depth
information about the product or do they encourage people to recommend the brand to others?
• Our research has revealed a complex environment where consumers want varying degrees of
social relationship with brands per category. And each experience can be harnessed to meet
specific marketing objectives. Thus, knowing the value of an experience means we can build a
social media strategy that is focused to meet a marketing objective, rather than starting with how
to exploit an existing social platform.
The business of social | Social media tracker 2012
7. The Wave 6 Story – in 3 Parts:
SOCIAL MOVEMENTS
THE POWER OF SOCIAL
CONNECTING WITH SOCIAL EXPERIENCES
The business of social | Social media tracker 2012
8. Executive Summary
SOCIAL MOVEMENTS
• The story so far in social networking has been one of incredible growth. And
this growth is manifested in both the depth and breadth that it has achieved.
• It is undeniably pervasive. Social networking is almost second nature to net users as
penetration is almost at saturation (9 out of 10 would have an SNS profile). On top of that,
there is no indication yet that this will slow down as majority (7 out of 10) continue to create
profiles in new social networking sites. So we have to be always on the lookout for
upcoming gems in the social networking scene.
• It is undoubtedly involving. People are spending an increasing amount of time on social
media to the point that they are now legitimate rivals to all forms of media.
• Engagement time in the internet and social media overpowers traditional
media. Active internet users spend almost double the amount of time on the net vs.
television. And while the internet is dominated by the youth (16-24 years old), we
see older adults (45-54 years old) as the most engaged group in social networks in
terms of time spent. The pervasiveness of social media signifies that we cannot
discount its use even for market segments that were traditionally known to be non-
internet savvy.
The business of social | Social media tracker 2012
9. Executive Summary
• Consumers are slowly veering away from siloed, one-dimensional websites
(e.g. brand sites, specialist sites like messaging or photo sharing) in favor of the
multi-stimulation offered by social media.
• Social sites have created overlaps with other platforms. And other platforms have tried to
translate and infuse their own agenda into social networks. Currently, this is being
embraced by consumers and thus implies that brands need to reach out to consumers in
social spaces. It remains to be seen whether, in the future, consumers will find this to be a
boon or bane.
• Social networks are very strong in feeding emotional needs (connect, belong, share, be
entertained). But it decreases in salience in more logical, functional needs (e.g. knowledge,
learning, seek opinions, commerce), which can be satisfied by brand sites, blogs or forums.
This presents various opportunities for brands to remain distinct, complementary and
synergistic with social networks to be able to maximize the power of both types of platforms.
• Social networking posts several conundrums reflecting the “push and pull”
attitude it induces among consumers. This suggests they may have logical
concerns but the emotional lure is also tough to ignore.
• People are concerned about online data privacy (7 out of 10). But a majority (71%) believe
social sites to be an integral part of their lives. With this, users seem to be fully prepared to
share data in return for the benefits that social platforms bring.
• People think there are too many companies getting involved in social networks (7 out of 10).
But they also think more positively of companies that have social pages (60%) and admit to
discovering brands they like through social sites (69%).
The business of social | Social media tracker 2012
10. Executive Summary
THE POWER OF SOCIAL
• Social experiences deliver very clear value to brands. In harnessing that value,
two things are key to keep in mind:
• The kind of interaction the consumer wants to have with the brand or company. It’s not a
one-size-fits-all; the relationships or experiences desired by the consumer can vary with
every product category. While giving freebies are generally desired, consumers are looking
for various depths of engagements (e.g. learning, advice, tools for managing their lives).
Brands need to tap into the right kind or depth of involvement they want to elicit from
consumers.
• Which of these interactions deliver the brand’s marketing objectives. One cannot always
rely on paradigms as to what levers drive the desired outcome. Discounts and vouchers
which are traditionally seen as only trial inducing can also drive commitment in certain
categories. Opportunity to learn skills, and not just freebies, can generate trial for some
product segments.
• Online experiences can foster long-term values for brands. Beyond reach and
message delivery, the social space can deliver more enduring benefits depending on
how it is leveraged. A simple personal response to people’s complaints, for instance,
can nurture commitment or involvement more than prizes or rewards. It is thus
important for brands to plot what they expect to get from social interactions and know
what can connect with consumers to deliver it.
• qqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaw wwww wwww wwww wwww wwww wwww wwww w
The business of social | Social media tracker 2012
11. Executive Summary
CONNECTING WITH SOCIAL EXPERIENCES
• The consumer now has more options on devices by which they could go online.
But not all of these devices are a suitable environment for every experience. As
an example, PCs or laptop computers cut across different functionalities but newer
devices have created their own niche. New gadgets (tablets, smart phones, game
consoles) increase in relevance when it comes to entertainment, fun and leisure
activities. Marrying the right experience to the right device is key to creating a
compelling digital strategy.
• More devices mean more pervasive social connections. Handheld gadgets are
growing. Expect internet connectivity to further grow as this will defy time and
geographical barriers.
The business of social | Social media tracker 2012
13. Be ready to change paradigms, think flexibly and move with a lot of
agility
• Our research shows that social experiences can be very powerful, creating
strong connections with the consumer. These arena is very dynamic. It
evolves rapidly and is creating consumer responses that are different from
what we are used to. It is important that we embrace the surprises this new
media brings and exploit its potential to meet the brand’s objective.
Focus on what value your brand expects from the social space
• Beyond embracing digital – it is crucial to know what value these social
connections bring to the brand. 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.
The business of social | Social media tracker 2012
14. “Is Social Media working for you?
Or are you working for Social
Media?”
The business of social | Social media tracker 2012
In 2006, UM embarked on a project to measure the scale and impact of social media across the globe and to explore the changes occurring in communication technologies. To date, we have surveyed more than 136,000 Active Internet Users across 64 countries. Over the course of this project Wave has taught us that growth in social media is unprecedented. However, the real story has not just been one of growth but also of evolution. In a few short years social media has made content creators , sharers and influencers of us all. Wave 1 (2006) : demonstrated that social media was living up to the hype, there was a large and active community communicating online.Wave 2 (2007): showed how social media moved from a text-based medium of bloggers and posters to a fully audio visual one full of content creators and sharers.Wave 3 (2008): charted the democratisation of influence, how social media was driving greater means and opportunity for consumers to influence their peers.Wave 4 (2009): examined the reasons behind the huge growth in social media by understanding the motivations to use different social media platforms. Showing that consumers engage with a platform because it meets specific consumer needs and all platforms meet these needs differently.Wave 5 (2010): told us that there was huge demand for social interaction with brands. However, the nature and depth of this interaction varied wildly from person to person and category to category. But those brands that could create the right experience benefitted enormously, driving brand loyalty, endorsement and sales.
Our ambition with Wave is to provide real actionable insight that will allow clients to navigate the world of social media. And we do this in three ways.A social movement – Understanding the reasons why people engage in social media and the ability of platforms to meet these needs is a key to getting the most from themThe Power of Social – This lies at the heart of Wave 6. Powerful social experiences are not built by collecting “likes” but by first understanding the social experiences that the consumer wants and, secondly, only delivering those experiences that best meet our clients brand objectives.Connecting with social experiences – The consumer now has so many ways in which to interact with brands in the social space, be this a smartphone, a tablet or a P.C. and each of these have vastly different strengths. Wave 6 allows us to not only identify the right social experience to create but also the best environment in which to create it.
Forward looking presentation bec we are talking to a small number of peopleNextsteps :111` Global versionLocal versionHard copy 1 page per slideThink about what role of media – POV – should digital going to sell more x brand
So our final thought is, are brands simply working to build value for social media platforms? Or is social media building value for brands? With the breadth and depth of data available from Wave 6, we think we can achieve the latter.