Weitere ähnliche Inhalte Ähnlich wie LSS'10: Robert Barnard Decoding Digital Friends (20) Mehr von Local Social Summit (20) Kürzlich hochgeladen (20) LSS'10: Robert Barnard Decoding Digital Friends1. © Decode 2010 robert@decode.net
Decoding Digital Friends
Local Social Summit 2010
presented by
Robert Barnard
co-founder and CEO
2. © Decode 2010 robert@decode.net
2
Knowledge +
insights
Strategy +
Co-creation
Ventures
Decoding Young people
Generation Y and Z
LifeStages (from High school to young family)
3. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
Post
Secondary
School
Student
Young
Singles
High School
students
major life stages
Young
Couples
Mature
Singles/
Couples
Retired
People
DRIVERS
life schedule life stage influencers life stage media life stage interests locational concentration
DEFINITION
A period of time in a person's life characterized by a
particular set of concerns or motives
Primary
School
Families
High
Schoolers’
Parents
Pre-school
Families
major life transitions
first-time experiences
4. © Decode 2010 robert@decode.net
Decoding Digital Friends study
4
7. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
7
The big strategic questions on social media:
Why should you invest?
What is the value of using social media?
Who do you want to connect with?
How are relationships being built in digital environments?
What is distributed?
How is content created and effectively distributed through networks?
How will it affect behaviour?
How are digital relationships influential?
7
8. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
Frequency of Use UK- Daily
8%
11%
20%
21%
22%
36%
50%
56%
63%
68%
Write a Blog
Post on Twitter / Retweet on Twitter
Comment on a website or blog
Maintain a profile on a virtual world
Mobile Instant Messaging
Instant Messaging on a computer
Phone calls
Email
Social networking website(s)
Text Messaging / SMS
9. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
The role of social media
29%
51%
55%
59%
67%
I am able to communicate with
organizations or brands
I can learn about events that I may wish to
attend
It is a form of entertainment for me
I am able to keep up to date on news and
information
I am able to connect with people I know
Page 9
10. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
82%
51%
37%
15%
“I use it all the time”
Page 10© DECODE 2010 www.decode.net
11. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
Social network size
283
66
0
50
100
150
200
250
300
350
400
Total
High School Student
Post Secondary Student
Young Single
Young Couple
Young Parent
Page 11
Total network
Regular network
12. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
Strength of relationships
0 50 100 150 200 250
Best Friend Close Friends Family Friends of Friends Distant Friend People you have never met
Page 12
13. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
Page 13
LifeStage networks strength
44 43
32 35
43
100
105
62 58
83
High School Student Post Secondary
Student
Young Singles Young Couples Young Parents
Core Friends
Distant
Friends
14. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
Creating Using and Sharing Behaviour - UK
© DECODE 2010 www.decode.net Page 14
0
10
20
30
40
50
60
70
Pictures Articles Videos Music Profiles Blogs Twitter feeds
Create/upload
Listen/read/look
Share
rating
15. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
Page 15
Sharing
• motivated either by a ‘political’ (small ‘p’) or civic cause or due to a ‘caring’
tendency
‘I can help educate those that see my profile on things they would have otherwise
known nothing about. And, if all they read is the title of the article, they know just a
little bit more and their horizons are broadened.’
‘I really like passing on positive stuff … makes me feel warm/fuzzy.’
Rating
• Those who rate tend to like immediate feedback from others and are motivated by
being part of a ‘collective’.
‘I'm definitely a rater as I always like to answer those quick little side surveys to see
where I stack up with everyone else on the topic/subject; always with the tweets for
something; don't have time to be a commentator with the back and forth online.’
‘I'm a rater, I can express my opinion in a easier and more sleeker way than
commenting.’
17. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
Page 17
35%
30
15
24 26
High School
Student
Post Secondary
Student
Young Singles Young Couples Young Parents
High Buzzfluence
18. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
Buzzfluencers have large networks
482
368
57 66
168
283
235
31 34
66
Entire social
network
Facebook Never met in
person
In-Person
monthly contact
Internet monthly
contact
Total High Buzzfluence
19. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
The Attitudinal Characteristics of Influencers
• Buzzfluencers like to be informed. More than entertained.
• Buzzfluencers like to know what’s going on in others’ lives.
• Buzzfluencers are more concerned about feeling they at the centre of their
network.
• Buzzfluencers have more cohesive networks with more similar interests.
But they are looking for access to more diversity.
• Buzzfluencers feel more informed by their social network.
• Buzzfluencers are truly ‘social’ users, often making friends online and
allowing their public face to be seen by all.
Page 19
20. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
Acting on recommendations from individuals
Page 20
0
10
20
30
40
50
60
Family Best friend Close Friend Friends of Friends Distant Friends
Make a Purchase
Attend an event
Click "thumbs up/
like"
Join a group/fan
page
%
21. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
0%
10%
20%
30%
40%
50%
60%
A brand I am
familiar with
A charitable
organization
A social cause
or issue
A brand I am
not familiar
with
My school My work My financial
institution
make a purchase
Pass it to someone else
Join a group or fan page
Attend an event
Acting on recommendations from organizations
Page 21
24. Final Thoughts
Focus on segmentation
Be realistic about breadth and depth
Make it easier to share not create
Balance rating and commenting
Find and emulate Buzzfluencers
24
25. Click to edit Master subtitle style
© Decode 2010 robert@decode.net
Buying into decoding digital friends
Who has bought the study so far?
• Global food and beverage companies, Leading media companies, Top Tier financial service firms, ICT leaders,
Leading Educational institutions and many more.
What Value will you receive?
• Be able to build more targeted effective social media strategies
• save money by making smarter investments
• find new opportunities to build better relationships with young people
About Decode
✦ Decoding is about depth, not just looking at surface trends.
✦We start with 15 years of knowledge on how young people build relationships, both with one another and with brands.
✦We are research experts in youth, young adults and young families. We take a user-centred view of how to build social
media strategies.
✦We have a unique model on how to value social media: it will provide partners with knowledge to get a better ROI
onsocial media, and identify new opportunities for growth.
Subscription fee for bespoke report and presentation:£9,500 + VAT (optional qualitative report £5,500)Comparison
reports to USA and Canada are also available.
25