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Nielsen Online Wom Uk Presentation Key Trends For Riding The Wave Of Social Media
1.
Key Trends for
Riding the Wave of Social Media WOM UK May 28th 2009 Alex Burmaster, Communications Director, EMEA alexander.burmaster@nielsen.com © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
2.
Agenda • Footprint
• Behaviour • Audience • Success Stories © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
3.
Nielsen Online is
the ONLY service that can help you do ALL these things: 1. Understand who audiences are, where they go and how they behave 2. Find out who is placing advertising, how much of it, where and the creative they use 3. Measure how effective your advertising campaigns are 4. Learn what consumers say and share online and how to take advantage of it 5. Measure how visitors navigate through your website including video consumption 6. How online fits into the overall media mix May 29, 2009 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
4.
Social Media in
context…popularity UK Unique Audience UK Unique Audience Rank Sector YoY growth March 2009 March 2008 1 Search 33.5 30.0 12% General Interest Portals & 2 Communities 31.6 26.9 18% - CGM/Social Media* 28.2 23.0 23% 3 Software Manufacturers 26.6 23.5 13% 4 Member Communities 26.2 20.5 28% 5 E-mail 24.8 19.1 29% Source: Nielsen Online, NetView, Home & Work, including applications, March 2008 – March 2009 *CGM is a custom category and doesn’t May 29, 2009 correspond directly to an official Nielsen 3 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com Online subcategory
5.
Social Media in
context…reach % Visiting % Not Visiting Search 90% 10% General Interest Portals & … 84% 16% *CGM 76% 24% Software Manufacturers 71% 29% Member Communities 70% 30% E-mail 66% 34% Internet Tools/Web Services 65% 35% Mass Merchandiser 61% 39% Current Events & Global News 61% 39% Videos/Movies 61% 39% Multi-category Entertainment 58% 42% % of Active UK Internet Population Visiting Most Popular Sectors Source: Nielsen Online, NetView, Home & Work, including applications, March 2008 – March 2009 *CGM is a custom category and doesn’t May 29, 2009 correspond directly to an official Nielsen 4 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com Online subcategory
6.
Causing a continental
shift in time spent… 6% 5% 5.5% 4% 3% 2% 1% 0% -0.1% -0.1% -0.4% -0.5% -1% -1.7% -2% -2.8% -3% Percentage Point Change in Allocation of UK Internet Time Source: Nielsen Online, Custom Analytics, Home & Work, including applications, March 2008 – March 2009 May 29, 2009 5 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
7.
…now accounting for
almost a fifth of Internet time! Videos/Movies Search 3% 4% eCommerce 7% Content 30% Entertainment 17% Communications 20% CGM 18% How UK Internet Time is Allocated Source: Nielsen Online, Custom Analytics, Home & Work, including applications, March 2008 – March 2009 May 29, 2009 6 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
8.
Agenda • Footprint
• Behaviour • Audience • Success Stories © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
9.
The most popular
social media sites Unique Audience Unique Audience Rank Site YoY Change Apr 09 (millions) Apr 08 (millions) 1 Facebook 18.2 10.2 79% 2 YouTube 15.9 11.6 37% 3 Wikipedia 12.6 8.9 42% 4 Blogger 7.0 5.2 35% 5 Yahoo! Answers 5.7 3.5 65% 6 MySpace 4.9 4.7 4% 7 Bebo 4.1 4.5 -8% 8 WordPress 3.2 2.0 60% 9 BBC Communities 3.0 1.8 68% 10 TripAdvisor 2.9 1.7 70% Source: Nielsen Online, NetView, Home & Work, including applications, April 2008 – April 2009 May 29, 2009 8 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
10.
The most popular
social media sites…in context % Visiting % Not Visiting Facebook 49% 51% YouTube 43% 57% Wikipedia 34% 66% Blogger 19% 81% Yahoo! Answers 16% 84% Myspace.com 13% 87% Bebo 11% 89% WordPress.com 9% 91% BBC… 8% 92% TripAdvisor 8% 92% % of Active UK Internet Population Visiting Most Popular Social Media Sites Source: Nielsen Online, NetView, Home & Work, including applications, April 2008 – April 2009 May 29, 2009 9 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
11.
Retention can be
an issue… 16% 26% 30% 37% 44% 47% 54% 55% 55% 55% 84% 74% 70% Lost 63% 56% 53% Retained 46% 45% 45% 45% % of UK February 09 Audience retained in March 09 Source: Nielsen Online, NetView, Home & Work, including applications, February 209 – March 2009 May 29, 2009 10 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
12.
…don‟t forget that
audiences overlap… 68% 30% 16% 22% 24% 77% Audience Overlap Source: Nielsen Online, NetView, home & work data, including applications, March 2009 May 29, 2009 11 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
13.
…and there is
a big opportunity through mobile 2.5 2.0 2.1 1.9 2.0 1.5 1.0 1.1 0.5 0.0 Q2-08 Q3-08 Q4-08 Q1-09 Britons visiting Social Networks through their mobile phone (millions) Source: Nielsen Online, Mobile Media View, Q2 2008 – Q1 2009 May 29, 2009 12 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
14.
Agenda • Footprint
• Behaviour • Audience • Success Stories © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
15.
35-49 Year Olds
Fastest Growing Audience… 2,500 2,000 1,103 855 1,500 Female 1,000 Male 549 1,334 1,248 500 152 333 165 311 0 129 2 - 17 18 - 34 35 - 49 50 - 64 65+ Increasing Unique Audience to Member Community Sector (000s) Source: Nielsen Online, NetView, Home & Work, including applications, April 2008 – April 2009 May 29, 2009 14 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
16.
…consequently, audience is
becoming older… 4.0 1.3 2.0 0.7 2.1 2.7 0.8 0.3 0.4 0.0 -0.1 -2.0 -3.9 Female -4.0 Male -6.0 -4.4 -8.0 -10.0 2 - 17 18 - 34 35 - 49 50 - 64 65+ Changing Composition of Member Community Audience Source: Nielsen Online, NetView, Home & Work, including applications, April 2008 – April 2009 May 29, 2009 15 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
17.
…but 18-34s are
still dominant (just) 35% 30% 25% 16.7% 15.5% 20% Female 9.6% 15% Male 10% 6.3% 14.6% 14.8% 5% 11.4% 1.7% 5.7% 3.8% 0% 2 - 17 18 - 34 35 - 49 50 - 64 65+ Composition of Active Unique Audience to Member Community Sector Source: Nielsen Online, NetView, Home & Work, including applications, April 2009 May 29, 2009 16 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
18.
Agenda • Footprint
• Behaviour • Audience • Success Stories © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
19.
Advertising is in
trouble… Brand Association Map™ Source: Nielsen Online, BuzzMetrics, September 2008 – December 2008 May 29, 2009 18 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
20.
…so listening to
Buzz helps improve strategy… UK Social Network Activity Source: Nielsen Online, BuzzMetrics, December 2008. May 29, 2009 19 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
21.
…such as attracting
advertisers 0.36 1.51 1.37 UK Social Network Activity – Audience and Advertising Source: Nielsen Online, AdRelevance and NetView, UK, 2008 May 29, 2009 20 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
22.
Understanding key consumer associations
to a topic 1. Toyota is only brand mentioned. 2. Many consumers describe the different ways one can lead an eco-friendly lifestyle, such as buying organic or driving a hybrid car. 3. Consumers explain the features of buildings/homes that use eco-friendly construction. Brand Association Map™ May 29, 2009 21 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
23.
Threat Tracker: Toyota
Reaches Out to Support Sales Problem: Potentially critical issue on best- selling car, post-delivery. Solution: NBZM identifies affected Camry Owners “complaining” online, analyzes commentary. Action: Proactive online communication and transparent customer service response. Result: “We’ve saved customers, we’ve improved products and we’ve strengthened loyalty because of this effort.” - Bruce C. Ertman, Corporate Manager, Toyota Motor Sales May 29, 2009 22 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
24.
Buzz Audit: Counter-Culture
Company Success Situation: Niche car manufacturer worries that its products have become too mainstream. Solution: NBZM analyzes consumer sentiment toward the company‟s new car designs and media campaign. Action: Research concludes that the brand positioning and campaign resonate well with the target demographic Result: Company remains confident in this niche space. May 29, 2009 23 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
25.
Influencer Audit: Luxury
Cruise Company Enlists Fans Situation: A luxury cruise line company is launching a new ship and needs help getting the word out. Solution: NBZM identifies the most vocal cruise line enthusiasts in online communities. Action: Cruise line company invites these enthusiasts to be the first passengers on this ship‟s maiden voyage. Result: Vocal enthusiasts return to their online communities and give firsthand accounts of the ship‟s features, qualities. May 29, 2009 24 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
26.
Efficiency: Financial Institution
Mines for Insights Situation: A national financial institution uses a staff of 13 to manually categorize 6 million inbound customer feedback emails per year, but only 15% are actually bucketed and analyzed. The financial institution does not feel it has a clear picture of their customers‟ needs and concerns. Solution: NBZM applies a data mining and natural language processing solution to categorize the client‟s 6 million inbound emails into nearly 100 distinct buckets. Result: The client is now able to analyze 100% of inbound customer feedback emails and can do so with a staff of two. The client is now confident in its ability to analyze a full complement of consumer feedback. May 29, 2009 25 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
27.
Consumer Insights: Pfizer
Situation: Pfizer was concerned that press coverage could have seriously undermined public confidence in one of their leading brands. They knew CGM was a potentially rich source of unprompted patient insight, but thought that online research would be off-limits to the pharmaceutical industry because of regulatory guidelines. Solution: Nielsen worked in partnership with Pfizer and DSG to develop a novel methodology that didn‟t compromise European healthcare laws or research quality. Results: 1) Immediate ROI by demonstrating that a potentially expensive marketing program wasn‟t necessary 2) Broke down a company barrier to the use of such research – by simple means of creating a flexible and sympathetic research process – now used across other brands & countries 3) Pfizer was so happy with the work that they submitted the collaboration to the British Healthcare Business Intelligence Association‟s BOBI awards, where Nielsen was granted first prize for „Most Innovative Approach‟ for “a smart, innovative, cost effective piece of research, which demonstrated the business impact and could be used elsewhere in the business.” 4) One major website identified that attracted a lot of chat but wasn‟t previously on Pfizer‟s media plan for branded patient support advertising 5) Bringing new light to the ongoing understanding of ALL areas of drug products and uses May 29, 2009 26 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
28.
Shameless plug about
listening… ―Nielsen BuzzMetrics delivers a market leading listening platform that includes sophisticated sentiment analysis capabilities, strong international coverage and multilingual support…the re-write of the reporting and user interface — My BuzzMetrics — extends its market leadership.” The Forrester Wave™ Listening Platform, Q1 2009 Report May 29, 2009 27 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
29.
Nielsen Social Media
Resources For more information contact: Brad Little brad.little@nielsen.com 020 7014 0590 Or Alex Burmaster alexander.burmaster@nielsen.com 020 7014 0590 May 29, 2009 28 © 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
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