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The business
of social
Social media tracker 2012
The business of social | Social media tracker 2012
Contents

Executive summary                             5

What is Wave?                                 7

The continuing story of Wave                 9

Social movements                             15

Will data privacy slow social?               27

The Business Of Social                   43

Connecting with social experiences           55

The impact: Summary                          67

What does this mean for your business?       71

About this report                            72




                                         3
The business of social | Social media tracker 2012
Executive Summary

The story so far in social networking has been the incredible growth in the numbers of people using
them. But Wave 6 shows that in the future the biggest impact 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 online consumption in particular.

Consumers are continuing to move away from increasingly siloed brand websites, viewing it as a one
dimensional experience compared to that offered by social media. Brands will need to reach out to
consumers in the social spaces if they are to connect online.

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 they 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.

This report is a brief snapshot of the insight available. You will find contact details if you require further
information at the end of this report.
                                                                                                        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.

•	   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.

•	   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 they will determine which tools and platforms
     become dominant.




                                                                                            7
BUSINESS


                                                                                           THE BUSINESS
                                           SOCIAL                                          OF SOCIAL                                  62 countries
                                                                                           Social media tracker 2012
                                                                                                                                      42,000 respondents
                                                                                                                                                       December 2011:                                  September 2011:
                                                                                                                                                Over 845M active users                                 QQ IM - over
                                                                                                                                                                                                       700M active users
                                                                                                                                                June 2011:
                                                                                                                                    Over 200M tweets a day                                             June 2011: Launch
MOTIVATIONAL                                                          54 countries                                                                                                                   April 2011:
                                                                      37,600 respondents
                                                                                                                                           March 2011:
                                                                                                                                        100M members                                                 Valued at over £3Bn
                                                                                                                                                                                              December 2010: 100M users
                                                                                                 October 2010: “The Social Network” film released                                             just 2.5 months after launch
                                                                                                                                                                                        August 2010: Groupon is the
                             38 countries                                                                        July 2010: 100M check-ins                                              fastest growing company of all time

                             23,200 respondents                                                                          April 2010: iPad released
                                                                                                                                                                                  February 2010:
                                                                                                                                                                                  Facebook Mobile - 100M users

                                       INFLUENTIAL                    August 2009: Xiaonei becomes RenRen
                                                                                                                                                              There are now more than 3.6Bn images on Flickr

                                                                     29 countries                                                                                        June 2009: Launch

                                                                     17,000 respondents                                                                            March 2009: Launch

                                                                                 October 2008: Launch                                                September 2008:
                                                                                                                                                                                  VISUAL
                                                                                  August 2008:                                                       First Android phone launch

   TEXTUAL
                                                                                Over 100M users

                                                                                           April 2008:                                            21 countries
                                                                                                                                           10,000 respondents
                                                                                  Facebook overtakes
                                                                                 MySpace in popularity


                                                                  March 2007: Launch
                                 15 countries
                                 7,500 respondents                                                                      January 2007: iPhone launch


                                     October 2006: Launch
                                                                                                                       September 2006: Facebook is opened to everyone
                                July 2006: Launch

                       December 2005: Launch                                               February 2006: Founded

                                                                                    August 2005: Google acquire Android
 April 2005: First video uploaded to Youtube
                                                                                               March 2005: Yahoo acquire Flickr
                January 2005: Launch
                                                                              December 2004: Launch
           February 2004: Launch
                                                                           January 2004: Launch

      August 2003: Launch                                       Delicious September 2003: Launch
                                                                   June 2003: Launch
    May 2003: Launch
                                                                    January 2003: Launch


January 2001: Launch                                               March 2002: Launch


                                                    October 1999: Launch




                    The business of social | Social media tracker 2012
The continuing story of Wave

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. It showed 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 benefited enormously, driving
     brand loyalty, endorsement and sales.




                                                                                                     9
The expanding Wave universe




                                                     41,738 62
                                                     RESPONDENTS   COUNTRIES

The business of social | Social media tracker 2012
WAVE 6
                                                                           WAVE 5                         Algeria
                                                                                                       Argentina
                                                                                    Algeria             Australia
                                                                                 Argentina                Austria
                                                                                  Australia               Bahrain
                                                                                    Austria              Belgium
                                                                                    Bahrain                  Brazil
                                                                                   Belgium                Canada
                                                       WAVE 4                          Brazil
                                                                                    Canada
                                                                                                             Chile
                                                                                                             China
                                                                                       Chile           Colombia
                                                             Australia
                                                                                       China              Croatia
                                                               Austria
                                                                                 Colombia        Czech Republic
                                   WAVE 3
                                                              Belgium
                                                                           Czech Republic               Denmark
                                                                 Brazil
                                                                                  Denmark                Ecuador
                                                               Canada
                                         Australia                                 Ecuador                  Egypt
                                                                 China
                                           Austria                                    Egypt               Estonia
                                                            Colombia
                 WAVE 2                      Brazil
                                          Canada
                                                       Czech Republic
                                                             Denmark
                                                                                    Estonia
                                                                                     France
                                                                                                           France
                                                                                                          Finland
                                             China                                Germany               Germany
                     Australia                                Ecuador
                                   Czech Republic                              Hong Kong                  Greece
                         Brazil                                Finland
                                        Denmark                                   Hungary            Hong Kong
                         China                                  France
WAVE 1                                      France                                      India           Hungary
                        France                               Germany
                                        Germany                                          Italy                India
                     Germany                               Hong Kong
                                           Greece                            Ireland (ROI)                     Italy
    Australia          Greece                                 Hungary
                                      Hong Kong                                       Japan        Ireland (ROI)
        China             India                                   India
                                         Hungary                                         KSA                Japan
       France              Italy                                   Italy
                                              India                                  Kuwait                    KSA
   Germany               Japan                                   Japan
                                               Italy                                  Latvia               Kuwait
         Italy        Malaysia                                   Latvia
                                             Japan                                Lebanon                   Latvia
  Philippines          Mexico                                Lithuania
                                             Korea                                Lithuania             Lebanon
       Russia         Pakistan                                Malaysia
                                           Mexico                                  Malaysia             Lithuania
 South Korea       Philippines                                 Mexico
                                      Netherlands                                   Mexico            Macedonia
        Spain           Russia                            Netherlands
                                         Pakistan                             Netherlands                Malaysia
           UK       Singapore                                  Norway
                                       Philippines                                  Norway                Mexico
           US     South Korea                                     Peru
                                           Poland                                     Oman          Netherlands
                         Spain                             Philippines
                                         Romania                                Philippines               Norway
                        Taiwan                                  Poland
                                            Russia                                   Poland                 Oman
                      Thailand                                Portugal
                                             Spain                                Portugal            Philippines
                             UK                              Romania
                                      Switzerland                                     Qatar                Poland
                             US                                 Russia
                                            Taiwan                                Romania               Portugal
                                                            Singapore
                                            Turkey                                   Russia          Puerto Rico
                                                         South Africa
                                                 UK                                   Serbia                Qatar
                                                          South Korea
                                                 US                             Singapore               Romania
                                                                 Spain
                                                                                   Slovakia                Russia
                                                              Sweden
                                                                              South Africa                  Serbia
                                                                Turkey
                                                                              South Korea             Singapore
                                                                     UK
                                                                                       Spain             Slovakia
                                                                     US
                                                                                   Sweden           South Africa
                                                                                     Taiwan         South Korea
                                                                                   Thailand                  Spain
                                                                                     Tunisia             Sweden
                                                                                     Turkey          Switzerland
                                                                                         UAE               Taiwan
                                                                                           UK            Thailand
                                                                                    Ukraine                Tunisia
                                                                                           US              Turkey
                                                                                                               UAE
                                                                                                                 UK
                                                                                                          Ukraine
                                                                                                                 US
                                                                                                         Vietnam       11
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.




                                                                                                   13
SOCIAL
MOVEMENTS
Growth in social networking
has slowed
FIGURE 1:
“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)”


GLOBAL
   45.1%                          51.4%                  61.4%                             65.2%




                                                         Wave 5                            Wave 6
                                     Wave 4
       Wave 3




    The business of social | Social media tracker 2012
U.S.A.                            CHINA                              U.K.
33.1% 48.3% 58.1% 64.5%           47.4% 51.4%   68.4%       68.9%    53.4% 55.5% 58.6% 62.9%




BRAZIL                            INDIA                              ITALY
63.6% 53.9%     74.5%     74.3%   51.4% 62.8%       72.5%    67.1%   24% 34.4%   53.9%   61.2%




SPAIN                             FRANCE                             GERMANY
29.9% 46.2% 55.5% 59.6%           26.3% 43.4% 53.2% 53.5%            27.2% 36.6% 37.8% 53.1%




RUSSIA
64.8% 66.1%    79.8%      77.1%
                                        Wave
                                          3     4      5      6




                                                                                          17
But as profile creation begins to
plateau, active management still
grows
The social network is beginning to reach a plateau amongst the active internet universe (see Figure
2). As a result, we are going to see growth at a much slower rate from now on. This will naturally put
pressure on Facebook as it IPOs. Investors will expect a return on their investment and the growth of
the platform will be a key performance indicator. Facebook will need to find ways to get consumers to
spend more time with them and further commercialise their services.

It is clear however, that active management of a social network profile is continuing to rise (see Figure
2) and time spent on a social networking site will continue to grow, at the expense of other platforms
(see Figures 3 & 5).




   The business of social | Social media tracker 2012
FIGURE 2:
“Thinking about the internet, which of the following have you ever done?”




            49%                        88%
                                                                                                       81%
                                                                                    77%
                                                                 75%




             49%




Upload a video              Watch video                 Create                 Manage         Visit a friend’s
  to a video                clips online                a profile              a profile      social network
 sharing site                                                                                      page

       Wave 1               Wave 2               Wave 3               Wave 4         Wave 5          Wave 6



                                                                                                             19
But people are spending more
time than ever on social networks
FIGURE 3:                             Everyone           16 - 24 year olds
“Approximately how
much time did you                                                                                    10
spend consuming the                                 Television                                   9
following media in the
last 7 days?” Hours per
                                                                                     6
week                                                         Radio                       7
                                                                             4
                                                   Magazines                         6
                                                                                 5
                                               Newspapers                            6
                                                                                                          13
                                                         Internet                                         13
                                                                                         7
                                                              Email                      7
                                                                                         7
                                        Social networks                                          9
                                                                                     6
                                 Microblogging sites                                     7
                                                                                             8
                                             Mobile phone
                                                                                                     10
                                                                                 5
                                                            Blogs                    6

                                                  Video sites                        6
                                                                                         7



    The business of social | Social media tracker 2012
And the number of social
contacts continues to grow
FIGURE 4:
“Approximately how many people do you stay in contact with in your personal life through the following means?”



                           80
                                                                                                       Social network
                           70                                                                  i
                                                                                                   m   Instant messenger
Average number of people




                           60                                                                          Forum/Message board


                                                                                                       My personal blog
                           50
                                                                                                       Phone

                           40
                                                                                                       Email


                           30                                                                          Face to face

                                                                                               SMS


                                                                                                       Text message (SMS)
                           20
                                                                                                       Post/Letter

                           10


                           0
                                Wave 3   Wave 4          Wave 5               Wave 6
                                2008      2009            2010                 2011




                                                                                                                        21
The business of social | Social media tracker 2012
2010 may prove to be the peak
for many other social platforms
2010 may have been the high point for many social platforms. Growth in some activities, like blog
reading and creation, has stagnated (see Figure 5). In others, like starting a topic on a forum or visiting
a photo website, we are seeing a marked decrease.


FIGURE 5:
“Thinking about the internet, which of the following have you ever done?”


              90%
                                                                                      Read blog/weblogs

              80%
                                                                                      Start my own
                                                                                      blog/weblogs

              70%                                                                     Visit a photo sharing
                                                                                      website

                                                                                      Use instant messenger
% Ever done




              60%

                                                                                      Visit a message
              50%                                                                     board/forum

                                                                                      Started a topic on a
                                                                                      message board/forum
              40%



              30%



              20%
                    Wave 1   Wave 2     Wave 3       Wave 4        Wave 5   Wave 6
                    2006      2007      2008          2009          2010     2011




                                                                                                        23
But Microblogging is still rising
although yet to be universally
adopted
Since Wave started in 2006 we have tracked the            FIGURE 6:
growth of many emerging technologies and we               “Thinking about using the internet, which of the
                                                          following have you used in the past 6 months?
often see vast differences in the rate by country.        – Used a microblogging service (e.g. Twitter, Jaiku)”
Microblogs, e.g. Twitter, fit the typical profile of an
emergent social media. Small faltering steps as
the platform begins to grow and then suddenly
                                                          GLOBAL
the event horizon is reached and they burst into
life drawing in huge numbers of participants.                      14.9%       33.2%       42.9%

What is different about microblogging though is
that the Chinese active internet universe is leading
the way with a penetration of 71.5%. Chinese
microbloggers are a highly vocal and active
community. They are more likely to be highly
                                                                                                   Wave 6
educated and well paid, viewing microblogging                                 Wave 5
as a tool for self expression (49% in China vs. 32%                   Wave
globally) and sharing experiences (46% in China                        4

vs. 30% globally). It’s no wonder then that in a
few short years using sites like Sina Weibo, Sohu.
com and Tencent microblogging have reached
mass penetration. Clearly the microblogging
platform is becoming a highly influential form of
media, explaining why the Chinese government is
becoming so heavily involved through new rules
of use and the launch of it’s own platform.


   The business of social | Social media tracker 2012
U.S.A.                 CHINA                     U.K.
8.5% 18.8% 22.1%       26.3% 53.1%       71.5%   6.4%   19.3%    62.9%




BRAZIL                 INDIA                     ITALY
13.4%  43.9%   47.6%   24.4% 45.5%       42.9%   9.4% 11.1%       17.7%




SPAIN                  FRANCE                    GERMANY
11.5% 19.1% 24.8%      4.1% 8.8%     12.2%       6.2% 7.7%      15.9%




RUSSIA
14.2% 19.9%    25.8%
                       Wave
                        4    5       6




                                                                   25
will data
 privacy
    slow
  social?
FIGURE 7:                                                             FIGURE 8:
“Please indicate how much you agree (definitely or tend               “Please indicate how much you agree (definitely or tend
to) with the statement [I am concerned about the amount               to) with the statements [I worry about missing out on
of personal data that goes online]”                                   something if I don’t visit my social network] & [Social
                                                                      networking sites are an integral part of my social life]”




                                             I am concerned about                 I worry about                 Social networking sites
                                             the amount of personal               missing out on                (eg: facebook.com)
                                             data that goes online                something if I don’t          are an integral part of
                                                                                  visit my social network       social life

           70%                                                                   55%




                                                                                 50%
           65%



                                                                                 45%
 % Agree




                                                                       % Agree
           60%


                                                                                 40%



           55%
                                                                                 35%




           50%                                                                   30%
                   Wave 4            Wave 5            Wave 6                             Wave 4            Wave 5         Wave 6
                    2009              2010              2011                               2009              2010           2011




       The business of social | Social media tracker 2012
Concern rises but so does
attachment to social networks
Currently, one of the most valuable commodities that a social business can own is data. Many are
commercialising their platforms by delivering targeted advertising based on a user’s data and
preferences. This has driven much discussion over the privacy policies of both Google and Facebook
in the last 12 months and the knock-on effect is a rise in the concern amongst users (see Figure 7).

However, despite this concern, it’s clear that social media is becoming an increasingly important
facet of social life. We see a huge rise in the number of people saying that the social networks are
fundamental to their social life (see Figure 8).

Our research shows that concern about sharing personal data online is real and building. However, this
concern goes hand in hand with the growing importance that social networks are now playing in users’
lives. People are sharing as much data as ever before, be this photos, videos or simply updating their
profile or status (see Figure 9). So it is clear that users are aware that they are sharing data and, while
this is a concern, the perceived benefits brought are too strong or outweigh the risks.




                                                                                                     29
And people are still sharing
personal data
Updating your profile (62% globally) and status (52% globally) is a fundamental part of the social
networking experience (see Figure 9). Also uploading your own content is continuing at high levels.


FIGURE 9:
“What have you done with your social networking profile?, amongst those who have used a social network in the past 6
months”




                                                                                                                   38%         38%

                                                                                    30%        30%       31%
                                                                         29%
                                                           27%

   19%           19%           21%           21%




  Join a        Dating       Organise      Purchased     Make           Shared     Affiliate   Write a   Upload   Join an    Removed
  celebrity                  events        something     contacts       your       with or     blog      videos   interest   someone
  group                                                  for work/      location   become a                       group      from my
                                                         professional              fan of a                       or cause   friend list
                                                         reasons                   brand




    The business of social | Social media tracker 2012
64%
                                                                                               62%
                                                                          59%        59%

                                                               52%
                                                    49%
                              47%       47%
43%       44%         44%




Join a   Display my   Play    Used a   Used live   Find new   Update my   Find old   Upload   Update my   Message
group    interests    games   “like”   chat        friends    status      friends    photos   profile     friends
                              button




                                                                                                            31
Sharing personal data is an
accepted risk
FIGURE 10:
“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


                                                                   75%
% agree social networking is an integral part of my social life




                                                                   70%


                                                                   65%


                                                                   60%

                                                                                                                                                        Russia
                                                                   55%


                                                                   50%                                                                                           Turkey
                                                                                                                       Germany         France   Italy
                                                                   45%


                                                                   40%


                                                                   35%
                                                                      50%                                                        55%                                          60%

                                                                                                                                                                          % agree concerned about the




                                                                  The business of social | Social media tracker 2012
Brazil                  Social networking
                                                            more important
                                            China

                  Egypt                     India

                                                               S Korea
                                              Mexico


                                               Spain
                                      USA
             UK

              Canada
               Poland                                         Privacy more
                   Japan                                         important
            65%                                     70%                  75%

amount of personal data that goes online




                                                                               33
FACEBOOK                                                         IS THE MOST
                                                                               SEARCHED FOR
                                                                               WORD ON
                                                                               THE INTERNET


top 10 us search terms                           1. 	 Facebook
                                                 2. 	 YouTube
           january 2012                          3.	 Facebook Login
                                                 4. 	 Craigslist
                                                 5. 	 Facebook.com
                                                 6. 	 Yahoo
                                                 7. 	 eBay
                                                 8. 	 www.facebook.com
                                                 9. 	 Mapquest
                                                 10. 	Yahoo.com
                                                 SOURCE: Experian Hitwise US




  The business of social | Social media tracker 2012
The rise of social networking is not a self contained phenomenon. It is having a profound effect on
the internet as a whole, way beyond the confines of social media. In 2011, Facebook and YouTube
competed with the search engines and have proven themselves legitimate rivals by becoming the
most searched and visited destinations on the web.




                 10.29%
                  accounted for




and
                 of all website visits
                 in the united states,
                  a 15% increase from 2010
                    top 10       1. 	 google.com
                 websites        2. 	 facebook.com
                                 3.	youtube.com
                 globally        4. 	 yahoo.com
                                 5. 	 baidu.com
                                 6. 	 wikipedia.org
                                 7. 	 live.com (Windows Live)
                                 8. 	 blogspot.com
                                 9. 	 twitter.com
                                 10. 	QQ.com
                                 SOURCE: alexa.com


                                                                                                35
FIGURE 11:
“Thinking about the internet, have you visited an official company / brand website in the past 6 months?”



  90%

  85%

  80%

  75%

  70%

  65%

  60%
               Wave 3 2008                      Wave 4 2009            Wave 5 2010                  Wave 6 2011



FIGURE 12:
“Thinking about the internet, have you visited an official company / brand website in the past 6 months?”



  90%                                                               16-24           25-34           35-44           45-54

  85%

  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
Is the world abandoning the
brand website?
One casualty of this battle is the brand website, often a considerable investment for many brands.
Since 2008, we have seen a continued decrease in the number of people saying that they visited an
official brand website (see Figure 11).


The exodus is even clearer amongst the youngest audiences

This drop in visiting brand websites is not confined to any one group or demographic. We are seeing
this happening equally amongst men and women and across the age ranges too. But, perhaps most
significantly, it is amongst the youngest audiences that the exodus is most dramatic (see Figure 12). A
fall of 15% points amongst the 16-24s represents the biggest drop of any age group.




                                                                                                 37
FIGURE 13:
“Which of these online applications does a good job when you want to...”

                                                                                              9%
                                                                                                         18%
                                                                                                11%
                                     13%                             Meet new people                        22%
                    27%                                                                                   20%
                                      12%    Seek other                                                                              45%
                       24%
                    28%                      people’s opinions                                9%
            37%                                                                                    16%
                                                                            Stay in touch       12%
                                     9%                                                                          24%
                                     16%                                     with friends                 19%
                                       12%   Manage my                                                                                     51%
                                    24%
                                  19%        life better                                           14%
                     26%                                                                           14%
                                                                           Make contacts      9%
                                16%                                                                  15%
                                16%                                             for work             15%
                              19%            Explore the                                                           27%
                              19%
                            21%              world around me                                      13%
                   30%                                                                              15%
                          23%                                          Promote myself                16%
                                                                                                        20%
                                18%                                                                        24%
                                  15%                                                                                        34%
                          23%                Keep up to date
                           22%                                                                                  25%
             36%                                                                                               23%
                                                                               Learn                     17%
                                     13%                               something new                       19%
                             19%                                                                                 23%
                         25%                 “Hang out”                                                            27%
                           23%
                            22%              or waste time                                         13%
      43%                                                                                                        24%
                                                                                                   14%
                                   12%                               Share knowledge                           23%
                                 14%                                                                                   29%
                                     10%                                                                                     34%
                               16%           Earn respect
                             19%                                                                12%
                     26%                                                                                    22%
                                                                                                11%
                                     12%                             Change opinions                       20%
                            21%                                                                              24%
                                   15%       Share new                                                                   32%
                      24%
                    27%                      experiences                                        12%
         39%                                                                                      14%
                                                                                                          19%
                                  12%                                        Be creative                 18%
                                15%                                                                          23%
                                    10%                                                                        26%
                              18%            Feel like I belong
                             19%                                                              9%
             36%                                                                                            21%
                                                                                                      16%
                                    13%                                Express myself                             26%
                                  16%                                                                                30%
                    28%                      Have fun/                                                                         38%
                            21%
                           22%
                                             be entertained                                           16%
            41%                                                                                 11%
                                                                                              9%
                                                                            Make money        10%
                                                                                                      16%
                                                                                                      16%




                                                                                    Official brand        Forums              Photo/Video
                                                                                      websites                                   sites




                                                                                     Microblogs             Blogs               Social
                                                                                                                               networks


    The business of social | Social media tracker 2012
So what then is the role of the
brand website?
The question, then, is what role does the brand website play in a socially dominated web? If web users
are naturally migrating to the social platforms, where does the brand website fit in?

The social web is a diverse and multi-dimensional environment allowing people to meet many human
needs. As we saw from Wave 5 – The Socialisation Of Brands, people use different platforms to meet
different needs. Blogs are great for self expression, microblogs (e.g. Twitter) are great for keeping in
touch and forums help you seek others opinions.

In comparison, the brand website meets very few. Its primary role is confined to information and
commerce (see Figure 13). This suggests that the brand website is not the right location for creating
an interactive social experience. By comparison the social network platforms are far more powerful
places to provide these needs.




                                                                                                  39
FIGURE 14:
“Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” By country




  FUN                                                                 SELF-IMPROVEMENT
                                   “Hang Out” or waste time

                                               Romania    Argentina
                 Denmark                   Slovakia
                        Japan
                   Norway      Australia
                                                                                      Learn something new
                          Sweden UK
                     Finland                                          Hong Kong China
                                          Express yourself
                                   Ireland
                            Greece                                               Manage my life better
                                                               Share knowledge
                               Stay in touch with friends
                            Have fun/be entertained Ukraine
                      Netherlands Spain                           Taiwan
       Belgium                    USA     Latvia     Italy                  Vietnam
                      South Africa
                         Estonia Canada
                                      Portugal Poland
                                   France       Meet new people                  Make contacts for work
                    Serbia                      Singapore     Turkey
                                 Keep up to date
                        Share new experiences                                          Earn respect
                                                               Change opinions
              Switzerland                      Macedonia Chile
                    Feel like you belong     South Korea          Explore the world around me Thailand
             Croatia                     Lithuania           UAE
                           Germany                                  Philippines
         Czech Republic                                   Mexico                  Malaysia
                             Seek other people’s opinions
                                                                   India
                        Austria                       Lebanon
                                                           Colombia
                                               Ecuador             Tunisia Kuwait
                                                                                             Make money
                                           Russia         Puerto Rico            Egypt
                                                           Be creative Qatar       Bahrain
                     Hungary                                              Algeria          KSA
                                                           Brazil
                                                                             Oman


                                           Promote yourself



  CONNECTION                                                                           ENABLEMENT
   The business of social | Social media tracker 2012
The power of social networks
differs across the world
Despite social networking being a truly global phenomenon, this hasn’t led to cultural homogeneity
amongst communities. It is evident that understanding the role that social media plays and the needs
they best meet is important and our research shows that these needs are not uniform. As millions of
people across the world flock to join the social networking platforms the nuances between nations
become clear (see Figure 14).

For social networks, the desire to meet new people is the central need that unites everyone but for
other needs cultural differences come into play. In the West, places like the UK and the USA, they are
used for hanging out and having fun. In China and Hong Kong it’s about learning. In Eastern Europe it’s
about community and connecting with others, explaining why some of the largest and most engaged
social communities in the world reside here. For example, using local sites such as Vkontakte, social
networking has reached 77.1% penetration in Russia, one of the highest in our study. When we look
at the Middle East, we see that many use social networks for earning respect from others, but also
importantly, changing other’s opinions. This explains why, during the Arab Spring, users naturally
turned to social media to spread information.




                                                                                                 41
the business
  of social
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.




                                                                                                   45
Social needs vary by category...

Consumers want varying degrees of social relationship with brands. This can range from very superficial
relationships, such as wanting discount vouchers or access to entertaining content, to very deep ones
such as helping with product development or being part of a brand community (see Figure 15).

         FIGURE 15:
         “Thinking about companies that make computer software, which of following statements describes the kind of
         interaction you would like to have with these companies?”


                                                        Access to news about
                                                        new developments &
                                                         software upgrades
                                    To be part of a                                 The ability to contact
                                 brand community                                    computer software companies
                                                                                    and influence product development



                Discount vouchers for                                                          The opportunity to learn
                computer software or                                                           something new about
             free software downloads                                                           different applications




                                                                  0     10     20   30   40   50

                  Access to unique                                                                 An opportunity
                 sponsored events                                                                  to develop my
                   or competitions                                                                 software skills




                        Access to fun and                                                 The ability to communicate
                      entertaining content                                                and share experiences
                                                                                          with other users


                                         A personal response to       Tools and help to express
                                         my issues / complaints       my creativity and make
                                                                      something worth sharing




   The business of social | Social media tracker 2012
And these experiences deliver
very different outcomes
What is very interesting is that each of these experiences deliver very different outcomes. Figure 16
shows that giving people access to new news about a computer software brand drives awareness and
education but very little else. Again discount vouchers stimulate transaction and trial but do very little
for a computer software brand elsewhere. However a much deeper relationship, such as cooperating
in new product development, drives commitment and prompts people to find out more.


          FIGURE 16:
          “Thinking about the interactions that you have indicated you would like to have with companies that make computer
          software, which interaction is best…?”

                       20%   30%      40%       50%      60%      70%

  Access to news
  about new
  developments &
                                                                    Awareness              Letting you know about the company

  software upgrades
                                                                                           Giving a detailed understanding
                                                                    Education              of the company and its products
  The ability
  to contact
  computer software                                                 Desire                 Making the company seem more desirable
  companies and
  influence product
  development                                                       Seek More              Making you feel closer to the company


  Discount vouchers                                                                        Encouraging you to at least try out
                                                                    Trial                  the company or its products for yourself
  for computer
  software companies
  or free software                                                                         Encouraging you to buy a product
  downloads                                                         Transaction            from the company


                                                                    Commitment             Making you feel valued as a customer


                                                                                           Makes you want to spend more time
                                                                    Involvement            with the company or brand


                                                                                           Encouraging you to recommend
                                                                    Recommendation         the brand to others




                                                                                                                              47
The same experiences deliver
different outcomes by category
The same experiences can deliver very different outcomes by category. Let consumers help you
develop products in the movie category and it drives awareness and education but not much else (see
Figure 17). Create the same experience in the computer software category and it drives loyalty and
prompts people to find out more about the brand.


FIGURE 17:
“Thinking about the interactions that you have indicated you would like to have with companies that make computer software
and with companies that produce and distribute movies, which interaction is best…?”


25%                 30%                      35%                       40%             45%                 50%

                                                                                                             Awareness

                                                                                                             Education

                                                                                                             Desire

                                                                                                             Seek More

                                                                                                             Trial

                                                                                                             Transaction

                                                                                                             Commitment

                                                                                                             Involvement

                                                                                                             Recommendation

                                             The ability to contact          The ability to contact
                                             computer software               film makers / movie studios
                                             companies and influence         and influence movie
                                             product development             development




   The business of social | Social media tracker 2012
This allows us to be far more
focussed on delivering social
experiences that meet our
objectives
FIGURE 18:
“Thinking about the interactions that you have indicated you would like to have with companies that make computer software,
companies that make computer hardware, companies that are involved in the fashion industry and companies & artists that
make & distribute music, which interaction is best…?”


Objective - Making you feel closer to the company

                               Computer                                                             Computer
                               software                                                             hardware
                                                       Fashion
50%
                                                                                                                           Music

45%

40%
35%
30%

25%
20%
        Access to     Ability to Opportunity Opportunity Communicate     Tools to      A personal    Access to    Access to     Discount   To be part of
        breaking      contact     to learn   to develop     & share    express my     response to      fun &        unique      vouchers      a brand
         news or     companies     more         skills    experiences creativity &    my issues /   entertaining   events or                community
         product     & influence                                          make         complaints     content    competitions
        launches      product                                          something
                    development                                       worth sharing




                                                                                                                                                49
The most powerful social
experience?
Brands and companies no longer                      FIGURE 19:
find themselves in complete                         “Thinking about the interactions that you have indicated you would like to
                                                    have with companies in these categories, [A personal response to issues and
control of either the conversation                  complaints] is best at…?”
or content being shared about
                                                    25%          30%        35%        40%         45%        50%       55%
them. While many brands see
this as an opportunity, using paid                                                                                          Awareness
and owned brand assets to drive
earned media, just as many don’t.                                                                                           Education
A natural fear of amplifying issues
around the brand are a legitimate                                                                                           Desire
concern. One negative comment
can quickly grow to become a                                                                                                Seek More
real threat to a brands reputation.
However, Wave 6 has shown
                                                                                                                            Trial
us this is possibly the biggest
opportunity that brands have to
                                                                                                                            Transaction
connect with consumers. If you
want to make a customer feel
                                                                                                                            Commitment
valued, don’t give them rewards,
simply respond to their issues
                                                                                                                            Involvement
and complaints (see Figure 19).

                                                                                                                            Recommendation



                                                        Travel   Movies   Health &   Fashion   Luxury   Telecoms Computer
                                                                          beauty                                 hardware




   The business of social | Social media tracker 2012
A personal response to issues /
complaints
Again and again as we analyse the results from Wave 6 we see the power of social media to create
loyalty. What is even more apparent is amongst influencers, those people who often talk about the
category, we can see that it not only drives loyalty it creates desire for the brand too (See Figure 20).
Responding to a customer’s problem is a natural behaviour for a truly social brand and consumers
clearly respect and respond to this.


20%      30%          30%       40%        50%    60%           70%                FIGURE 20:
                                                                                   “Thinking about the
                                                                                   interactions that you have
                                                                 Awareness         indicated you would like
                                                                                   to have with companies
                                                                                   in the computer software
                                                                 Education         category, [A personal
                                                                                   response to issues and
                                                                 Desire            complaints] is best at…?”
                                                                                   By which statement
                                                                                   best describes your
                                                                 Seek More         relationship with the
                                                                                   computer software
                                                                                   category
                                                                 Trial

                                                                 Transaction

                                                                 Commitment

                                                                 Involvement

                                                                 Recommendation

  Consider myself a         Need lots of         I often talk
  “fan” of a brand          information before   about this
  in this category          buying               category


                                                                                                      51
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 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.




                                                                                                   53
connecting
with social
experiences
Devices

Creating a compelling social experience is one part of the challenge. The second is understanding
the means with which consumers want to connect with brands. There are now so many ways that
a consumer can interact in the social space and many devices through which they can do it. So the
question is which is the most appropriate? An app, a website, a widget? Or do they want to access these
via a mobile phone, a desktop computer, a laptop computer, a tablet device or an internet connected
TV? Each of these devices is used very differently and has different strengths and weaknesses.

Wave 6 – The Business Of Social tracks the usage and power of these technologies and helps us to
identify the key way to deliver social experiences to consumers.




   The business of social | Social media tracker 2012
People now have many ways to
connect with the internet
Consumers have many means with which to connect with the internet. On average they own four
devices of which the majority of them are used to access the internet (see Figure 21).


Average number of devices owned                               FIGURE 21:

and used to access the internet                               “Which devices do you own and which
                                                              have you used to access the internet in
                                                              the past 6 months?”




              4.1
5


                                                                      Laptop /         Desktop
                                                                     netbook PC          PC
4



3
                                            2.9                      Smartphone
                                                                     (eg: iPhone)
                                                                                     Tablet device
                                                                                       (eg: iPad)




2                                                                   Mobile phone     E-book reader
                                                                                      (eg: Kindle)




1
                                                                      Internet-         Games
                                                                    connected TV        console



0
              Own                       Have used to                Portable MP3 /     Portable
                                      access the internet            video player    games console



                                                                                                  57
PC, laptop and mobile devices
are still the main ways to connect
Despite the rise of the smartphone for many the laptop and desktop remain the primary means of
connection.

FIGURE 22:
“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.

                                                                                                                      Desktop PC

                 70%


                                                                                   Mobile phone
                 60%
                                             Portable
                                                                                                           Laptop /
                                         MP3 / video player
                                                                                                           Netbook
                 50%
% Own Device




                 40%
                                                         Games console                  Smartphone
                                  Portable
                             games console
                 30%
                                                             Internet-connected
                                                             TV

                 20%
                                                                    Tablet


                 10%                  e-book Reader


                   0%
                        0%               10%                20%              30%          40%        50%          60%

                                                             % Use Device to Go Online

               The business of social | Social media tracker 2012
As the PC remains the most
versatile internet enabled device
Although we can start to see the areas where smartphones (e.g. iPhone, Blackberry etc.) are encroaching
on this dominance. Searching for a location, using a search engine and microblogging are all activities
where the smartphone is particularly powerful (see Figure 23).



FIGURE 23:                                                                  Joined a            Post /
                                                                        group buying   Read
                                                                                               write on
“Which activities have                                                    community    blogs
                                                                                                a blog    Upload photos to a
you carried out using                                  Browsed the internet                               photo sharing site
each device in the past 6                  Shared your location via                                              Watch video
months?”                             location-based social network                                               clips online

                                                 Read a book                                                            Shared a video
                                                                                                                        with a friend

                                        Read a digital                                                                         Download
                                 newspaper / magazine                                                                          a podcast


                                       Searched for                                                                              Download a
  Laptop /         Desktop                                                                                                       video podcast
 netbook PC          PC                  a location

                                                                                                                                      Managed a social
                                  Watched live TV                                                                                     network profile
                                                                                           0      20      40    60      80      100
 Smartphone      Tablet device
 (eg: iPhone)      (eg: iPad)                                                                                                     Visited a friend’s
                                  Made a purchase
                                                                                                                                  social network page


                                    Joined an online                                                                            Used instant
Mobile phone     E-book reader           community                                                                              messenger
                  (eg: Kindle)

                                   Visited a professional                                                                    Visited a company
                                          social network                                                                     / brand website

                                     Take part in multi-player                                                       Used a search engine
  Internet-         Games                         game online
connected TV        console
                                                                                                               Wrote / sent a message
                                                Used a cloud-based                                             on a microblog
                                      music recommendation service
                                                                                                       Read a message
                                                                  Downloaded      Sent     Visited     on a microblog
Portable MP3 /     Portable                                      & used an app    a text      a
 video player    games console                                                   message   forum




                                                                                                                                                 59
Although we can see that
smartphone penetration is
growing rapidly
FIGURE 24:
“Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)




                                                                                         28%
                    28%



                  44%                                                                                        61%
                                                                                                 59%                22%
                                                                      44% 31%
                                                                            43%
                                                                  18%                                        37%
              45%               47%                                    38%               37%
                                                                               33%                     43%
                                                                                               43%             38%
                      28%                                                                              34%
                                                                                               67%
                     40%
                                      35%


                                                                                                                   44%

                          25% 27%                                                    45%
                                                            62%          37%
                                                                                    34%
                                                                                       24%
                                                                         36%            16%
% own a smartphone                                                  53% 37%            36%
                                                                42%    26% 39% 22%
>60%                                                                           20%25%      23%
50-60%                                                                 38% 45%45%29%
                                                                                28%11% 24%
40-50%                                                                        41%     34%
                                                              27% 44%
                                                                                     42% 40%
30-40%
<30%                                                                             9%
                                                                           8%


   The business of social | Social media tracker 2012
With tablet penetration slowly
catching up
FIGURE 25:
“Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)




                                                                                             10%
                    12%



                 14%                                                                                              16%
                                                                                                      33%               8%
                                                                        20% 14%
                                                                              20%
              16%                                                    8% 18%                                       17%
                                17%                                                         19%
                                                                                     21%                    12%
                                                                                                  19%               19%
                     34%                                                                                    22%
                                                                                                   28%
                    12%
                                      12%


                                                                                                                    44%

                          10%   12%                                             15%        11%
                                                             11%
                                                                                                 6%
                                                                                                    6%
                                                                                                     6%
% own a tablet device                                              11%    12%                      5%
                                                                                     13%11%
>20%                                                                                  6% 5%      23%
                                                                             11% 18% 10% 5%
15-20%                                                                                 6% 2% 6%
10-15%                                                                              14%       8%
                                                               12%       14%
                                                                                            11%   11%
5-10%
                                                                                       4%
<5%
                                                                                5%


                                                                                                                             61
Wave 6 WorldWide
Wave 6 WorldWide
Wave 6 WorldWide
Wave 6 WorldWide
Wave 6 WorldWide
Wave 6 WorldWide
Wave 6 WorldWide
Wave 6 WorldWide
Wave 6 WorldWide
Wave 6 WorldWide
Wave 6 WorldWide
Wave 6 WorldWide
Wave 6 WorldWide

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Wave 6 WorldWide

  • 1. The business of social Social media tracker 2012
  • 2. The business of social | Social media tracker 2012
  • 3. Contents Executive summary 5 What is Wave? 7 The continuing story of Wave 9 Social movements 15 Will data privacy slow social? 27 The Business Of Social 43 Connecting with social experiences 55 The impact: Summary 67 What does this mean for your business? 71 About this report 72 3
  • 4. The business of social | Social media tracker 2012
  • 5. Executive Summary The story so far in social networking has been the incredible growth in the numbers of people using them. But Wave 6 shows that in the future the biggest impact 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 online consumption in particular. Consumers are continuing to move away from increasingly siloed brand websites, viewing it as a one dimensional experience compared to that offered by social media. Brands will need to reach out to consumers in the social spaces if they are to connect online. 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 they 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. This report is a brief snapshot of the insight available. You will find contact details if you require further information at the end of this report. 5
  • 6. The business of social | Social media tracker 2012
  • 7. 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. • 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 they will determine which tools and platforms become dominant. 7
  • 8. BUSINESS THE BUSINESS SOCIAL OF SOCIAL 62 countries Social media tracker 2012 42,000 respondents December 2011: September 2011: Over 845M active users QQ IM - over 700M active users June 2011: Over 200M tweets a day June 2011: Launch MOTIVATIONAL 54 countries April 2011: 37,600 respondents March 2011: 100M members Valued at over £3Bn December 2010: 100M users October 2010: “The Social Network” film released just 2.5 months after launch August 2010: Groupon is the 38 countries July 2010: 100M check-ins fastest growing company of all time 23,200 respondents April 2010: iPad released February 2010: Facebook Mobile - 100M users INFLUENTIAL August 2009: Xiaonei becomes RenRen There are now more than 3.6Bn images on Flickr 29 countries June 2009: Launch 17,000 respondents March 2009: Launch October 2008: Launch September 2008: VISUAL August 2008: First Android phone launch TEXTUAL Over 100M users April 2008: 21 countries 10,000 respondents Facebook overtakes MySpace in popularity March 2007: Launch 15 countries 7,500 respondents January 2007: iPhone launch October 2006: Launch September 2006: Facebook is opened to everyone July 2006: Launch December 2005: Launch February 2006: Founded August 2005: Google acquire Android April 2005: First video uploaded to Youtube March 2005: Yahoo acquire Flickr January 2005: Launch December 2004: Launch February 2004: Launch January 2004: Launch August 2003: Launch Delicious September 2003: Launch June 2003: Launch May 2003: Launch January 2003: Launch January 2001: Launch March 2002: Launch October 1999: Launch The business of social | Social media tracker 2012
  • 9. The continuing story of Wave 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. It showed 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 benefited enormously, driving brand loyalty, endorsement and sales. 9
  • 10. The expanding Wave universe 41,738 62 RESPONDENTS COUNTRIES The business of social | Social media tracker 2012
  • 11. WAVE 6 WAVE 5 Algeria Argentina Algeria Australia Argentina Austria Australia Bahrain Austria Belgium Bahrain Brazil Belgium Canada WAVE 4 Brazil Canada Chile China Chile Colombia Australia China Croatia Austria Colombia Czech Republic WAVE 3 Belgium Czech Republic Denmark Brazil Denmark Ecuador Canada Australia Ecuador Egypt China Austria Egypt Estonia Colombia WAVE 2 Brazil Canada Czech Republic Denmark Estonia France France Finland China Germany Germany Australia Ecuador Czech Republic Hong Kong Greece Brazil Finland Denmark Hungary Hong Kong China France WAVE 1 France India Hungary France Germany Germany Italy India Germany Hong Kong Greece Ireland (ROI) Italy Australia Greece Hungary Hong Kong Japan Ireland (ROI) China India India Hungary KSA Japan France Italy Italy India Kuwait KSA Germany Japan Japan Italy Latvia Kuwait Italy Malaysia Latvia Japan Lebanon Latvia Philippines Mexico Lithuania Korea Lithuania Lebanon Russia Pakistan Malaysia Mexico Malaysia Lithuania South Korea Philippines Mexico Netherlands Mexico Macedonia Spain Russia Netherlands Pakistan Netherlands Malaysia UK Singapore Norway Philippines Norway Mexico US South Korea Peru Poland Oman Netherlands Spain Philippines Romania Philippines Norway Taiwan Poland Russia Poland Oman Thailand Portugal Spain Portugal Philippines UK Romania Switzerland Qatar Poland US Russia Taiwan Romania Portugal Singapore Turkey Russia Puerto Rico South Africa UK Serbia Qatar South Korea US Singapore Romania Spain Slovakia Russia Sweden South Africa Serbia Turkey South Korea Singapore UK Spain Slovakia US Sweden South Africa Taiwan South Korea Thailand Spain Tunisia Sweden Turkey Switzerland UAE Taiwan UK Thailand Ukraine Tunisia US Turkey UAE UK Ukraine US Vietnam 11
  • 12. The business of social | Social media tracker 2012
  • 13. 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. 13
  • 14.
  • 16. Growth in social networking has slowed FIGURE 1: “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)” GLOBAL 45.1% 51.4% 61.4% 65.2% Wave 5 Wave 6 Wave 4 Wave 3 The business of social | Social media tracker 2012
  • 17. U.S.A. CHINA U.K. 33.1% 48.3% 58.1% 64.5% 47.4% 51.4% 68.4% 68.9% 53.4% 55.5% 58.6% 62.9% BRAZIL INDIA ITALY 63.6% 53.9% 74.5% 74.3% 51.4% 62.8% 72.5% 67.1% 24% 34.4% 53.9% 61.2% SPAIN FRANCE GERMANY 29.9% 46.2% 55.5% 59.6% 26.3% 43.4% 53.2% 53.5% 27.2% 36.6% 37.8% 53.1% RUSSIA 64.8% 66.1% 79.8% 77.1% Wave 3 4 5 6 17
  • 18. But as profile creation begins to plateau, active management still grows The social network is beginning to reach a plateau amongst the active internet universe (see Figure 2). As a result, we are going to see growth at a much slower rate from now on. This will naturally put pressure on Facebook as it IPOs. Investors will expect a return on their investment and the growth of the platform will be a key performance indicator. Facebook will need to find ways to get consumers to spend more time with them and further commercialise their services. It is clear however, that active management of a social network profile is continuing to rise (see Figure 2) and time spent on a social networking site will continue to grow, at the expense of other platforms (see Figures 3 & 5). The business of social | Social media tracker 2012
  • 19. FIGURE 2: “Thinking about the internet, which of the following have you ever done?” 49% 88% 81% 77% 75% 49% Upload a video Watch video Create Manage Visit a friend’s to a video clips online a profile a profile social network sharing site page Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 19
  • 20. But people are spending more time than ever on social networks FIGURE 3: Everyone 16 - 24 year olds “Approximately how much time did you 10 spend consuming the Television 9 following media in the last 7 days?” Hours per 6 week Radio 7 4 Magazines 6 5 Newspapers 6 13 Internet 13 7 Email 7 7 Social networks 9 6 Microblogging sites 7 8 Mobile phone 10 5 Blogs 6 Video sites 6 7 The business of social | Social media tracker 2012
  • 21. And the number of social contacts continues to grow FIGURE 4: “Approximately how many people do you stay in contact with in your personal life through the following means?” 80 Social network 70 i m Instant messenger Average number of people 60 Forum/Message board My personal blog 50 Phone 40 Email 30 Face to face SMS Text message (SMS) 20 Post/Letter 10 0 Wave 3 Wave 4 Wave 5 Wave 6 2008 2009 2010 2011 21
  • 22. The business of social | Social media tracker 2012
  • 23. 2010 may prove to be the peak for many other social platforms 2010 may have been the high point for many social platforms. Growth in some activities, like blog reading and creation, has stagnated (see Figure 5). In others, like starting a topic on a forum or visiting a photo website, we are seeing a marked decrease. FIGURE 5: “Thinking about the internet, which of the following have you ever done?” 90% Read blog/weblogs 80% Start my own blog/weblogs 70% Visit a photo sharing website Use instant messenger % Ever done 60% Visit a message 50% board/forum Started a topic on a message board/forum 40% 30% 20% Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 2006 2007 2008 2009 2010 2011 23
  • 24. But Microblogging is still rising although yet to be universally adopted Since Wave started in 2006 we have tracked the FIGURE 6: growth of many emerging technologies and we “Thinking about using the internet, which of the following have you used in the past 6 months? often see vast differences in the rate by country. – Used a microblogging service (e.g. Twitter, Jaiku)” Microblogs, e.g. Twitter, fit the typical profile of an emergent social media. Small faltering steps as the platform begins to grow and then suddenly GLOBAL the event horizon is reached and they burst into life drawing in huge numbers of participants. 14.9% 33.2% 42.9% What is different about microblogging though is that the Chinese active internet universe is leading the way with a penetration of 71.5%. Chinese microbloggers are a highly vocal and active community. They are more likely to be highly Wave 6 educated and well paid, viewing microblogging Wave 5 as a tool for self expression (49% in China vs. 32% Wave globally) and sharing experiences (46% in China 4 vs. 30% globally). It’s no wonder then that in a few short years using sites like Sina Weibo, Sohu. com and Tencent microblogging have reached mass penetration. Clearly the microblogging platform is becoming a highly influential form of media, explaining why the Chinese government is becoming so heavily involved through new rules of use and the launch of it’s own platform. The business of social | Social media tracker 2012
  • 25. U.S.A. CHINA U.K. 8.5% 18.8% 22.1% 26.3% 53.1% 71.5% 6.4% 19.3% 62.9% BRAZIL INDIA ITALY 13.4% 43.9% 47.6% 24.4% 45.5% 42.9% 9.4% 11.1% 17.7% SPAIN FRANCE GERMANY 11.5% 19.1% 24.8% 4.1% 8.8% 12.2% 6.2% 7.7% 15.9% RUSSIA 14.2% 19.9% 25.8% Wave 4 5 6 25
  • 26.
  • 27. will data privacy slow social?
  • 28. FIGURE 7: FIGURE 8: “Please indicate how much you agree (definitely or tend “Please indicate how much you agree (definitely or tend to) with the statement [I am concerned about the amount to) with the statements [I worry about missing out on of personal data that goes online]” something if I don’t visit my social network] & [Social networking sites are an integral part of my social life]” I am concerned about I worry about Social networking sites the amount of personal missing out on (eg: facebook.com) data that goes online something if I don’t are an integral part of visit my social network social life 70% 55% 50% 65% 45% % Agree % Agree 60% 40% 55% 35% 50% 30% Wave 4 Wave 5 Wave 6 Wave 4 Wave 5 Wave 6 2009 2010 2011 2009 2010 2011 The business of social | Social media tracker 2012
  • 29. Concern rises but so does attachment to social networks Currently, one of the most valuable commodities that a social business can own is data. Many are commercialising their platforms by delivering targeted advertising based on a user’s data and preferences. This has driven much discussion over the privacy policies of both Google and Facebook in the last 12 months and the knock-on effect is a rise in the concern amongst users (see Figure 7). However, despite this concern, it’s clear that social media is becoming an increasingly important facet of social life. We see a huge rise in the number of people saying that the social networks are fundamental to their social life (see Figure 8). Our research shows that concern about sharing personal data online is real and building. However, this concern goes hand in hand with the growing importance that social networks are now playing in users’ lives. People are sharing as much data as ever before, be this photos, videos or simply updating their profile or status (see Figure 9). So it is clear that users are aware that they are sharing data and, while this is a concern, the perceived benefits brought are too strong or outweigh the risks. 29
  • 30. And people are still sharing personal data Updating your profile (62% globally) and status (52% globally) is a fundamental part of the social networking experience (see Figure 9). Also uploading your own content is continuing at high levels. FIGURE 9: “What have you done with your social networking profile?, amongst those who have used a social network in the past 6 months” 38% 38% 30% 30% 31% 29% 27% 19% 19% 21% 21% Join a Dating Organise Purchased Make Shared Affiliate Write a Upload Join an Removed celebrity events something contacts your with or blog videos interest someone group for work/ location become a group from my professional fan of a or cause friend list reasons brand The business of social | Social media tracker 2012
  • 31. 64% 62% 59% 59% 52% 49% 47% 47% 43% 44% 44% Join a Display my Play Used a Used live Find new Update my Find old Upload Update my Message group interests games “like” chat friends status friends photos profile friends button 31
  • 32. Sharing personal data is an accepted risk FIGURE 10: “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 75% % agree social networking is an integral part of my social life 70% 65% 60% Russia 55% 50% Turkey Germany France Italy 45% 40% 35% 50% 55% 60% % agree concerned about the The business of social | Social media tracker 2012
  • 33. Brazil Social networking more important China Egypt India S Korea Mexico Spain USA UK Canada Poland Privacy more Japan important 65% 70% 75% amount of personal data that goes online 33
  • 34. FACEBOOK IS THE MOST SEARCHED FOR WORD ON THE INTERNET top 10 us search terms 1. Facebook 2. YouTube january 2012 3. Facebook Login 4. Craigslist 5. Facebook.com 6. Yahoo 7. eBay 8. www.facebook.com 9. Mapquest 10. Yahoo.com SOURCE: Experian Hitwise US The business of social | Social media tracker 2012
  • 35. The rise of social networking is not a self contained phenomenon. It is having a profound effect on the internet as a whole, way beyond the confines of social media. In 2011, Facebook and YouTube competed with the search engines and have proven themselves legitimate rivals by becoming the most searched and visited destinations on the web. 10.29% accounted for and of all website visits in the united states, a 15% increase from 2010 top 10 1. google.com websites 2. facebook.com 3. youtube.com globally 4. yahoo.com 5. baidu.com 6. wikipedia.org 7. live.com (Windows Live) 8. blogspot.com 9. twitter.com 10. QQ.com SOURCE: alexa.com 35
  • 36. FIGURE 11: “Thinking about the internet, have you visited an official company / brand website in the past 6 months?” 90% 85% 80% 75% 70% 65% 60% Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 FIGURE 12: “Thinking about the internet, have you visited an official company / brand website in the past 6 months?” 90% 16-24 25-34 35-44 45-54 85% 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
  • 37. Is the world abandoning the brand website? One casualty of this battle is the brand website, often a considerable investment for many brands. Since 2008, we have seen a continued decrease in the number of people saying that they visited an official brand website (see Figure 11). The exodus is even clearer amongst the youngest audiences This drop in visiting brand websites is not confined to any one group or demographic. We are seeing this happening equally amongst men and women and across the age ranges too. But, perhaps most significantly, it is amongst the youngest audiences that the exodus is most dramatic (see Figure 12). A fall of 15% points amongst the 16-24s represents the biggest drop of any age group. 37
  • 38. FIGURE 13: “Which of these online applications does a good job when you want to...” 9% 18% 11% 13% Meet new people 22% 27% 20% 12% Seek other 45% 24% 28% people’s opinions 9% 37% 16% Stay in touch 12% 9% 24% 16% with friends 19% 12% Manage my 51% 24% 19% life better 14% 26% 14% Make contacts 9% 16% 15% 16% for work 15% 19% Explore the 27% 19% 21% world around me 13% 30% 15% 23% Promote myself 16% 20% 18% 24% 15% 34% 23% Keep up to date 22% 25% 36% 23% Learn 17% 13% something new 19% 19% 23% 25% “Hang out” 27% 23% 22% or waste time 13% 43% 24% 14% 12% Share knowledge 23% 14% 29% 10% 34% 16% Earn respect 19% 12% 26% 22% 11% 12% Change opinions 20% 21% 24% 15% Share new 32% 24% 27% experiences 12% 39% 14% 19% 12% Be creative 18% 15% 23% 10% 26% 18% Feel like I belong 19% 9% 36% 21% 16% 13% Express myself 26% 16% 30% 28% Have fun/ 38% 21% 22% be entertained 16% 41% 11% 9% Make money 10% 16% 16% Official brand Forums Photo/Video websites sites Microblogs Blogs Social networks The business of social | Social media tracker 2012
  • 39. So what then is the role of the brand website? The question, then, is what role does the brand website play in a socially dominated web? If web users are naturally migrating to the social platforms, where does the brand website fit in? The social web is a diverse and multi-dimensional environment allowing people to meet many human needs. As we saw from Wave 5 – The Socialisation Of Brands, people use different platforms to meet different needs. Blogs are great for self expression, microblogs (e.g. Twitter) are great for keeping in touch and forums help you seek others opinions. In comparison, the brand website meets very few. Its primary role is confined to information and commerce (see Figure 13). This suggests that the brand website is not the right location for creating an interactive social experience. By comparison the social network platforms are far more powerful places to provide these needs. 39
  • 40. FIGURE 14: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” By country FUN SELF-IMPROVEMENT “Hang Out” or waste time Romania Argentina Denmark Slovakia Japan Norway Australia Learn something new Sweden UK Finland Hong Kong China Express yourself Ireland Greece Manage my life better Share knowledge Stay in touch with friends Have fun/be entertained Ukraine Netherlands Spain Taiwan Belgium USA Latvia Italy Vietnam South Africa Estonia Canada Portugal Poland France Meet new people Make contacts for work Serbia Singapore Turkey Keep up to date Share new experiences Earn respect Change opinions Switzerland Macedonia Chile Feel like you belong South Korea Explore the world around me Thailand Croatia Lithuania UAE Germany Philippines Czech Republic Mexico Malaysia Seek other people’s opinions India Austria Lebanon Colombia Ecuador Tunisia Kuwait Make money Russia Puerto Rico Egypt Be creative Qatar Bahrain Hungary Algeria KSA Brazil Oman Promote yourself CONNECTION ENABLEMENT The business of social | Social media tracker 2012
  • 41. The power of social networks differs across the world Despite social networking being a truly global phenomenon, this hasn’t led to cultural homogeneity amongst communities. It is evident that understanding the role that social media plays and the needs they best meet is important and our research shows that these needs are not uniform. As millions of people across the world flock to join the social networking platforms the nuances between nations become clear (see Figure 14). For social networks, the desire to meet new people is the central need that unites everyone but for other needs cultural differences come into play. In the West, places like the UK and the USA, they are used for hanging out and having fun. In China and Hong Kong it’s about learning. In Eastern Europe it’s about community and connecting with others, explaining why some of the largest and most engaged social communities in the world reside here. For example, using local sites such as Vkontakte, social networking has reached 77.1% penetration in Russia, one of the highest in our study. When we look at the Middle East, we see that many use social networks for earning respect from others, but also importantly, changing other’s opinions. This explains why, during the Arab Spring, users naturally turned to social media to spread information. 41
  • 42.
  • 43. the business of social
  • 44. The business of social | Social media tracker 2012
  • 45. 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. 45
  • 46. Social needs vary by category... Consumers want varying degrees of social relationship with brands. This can range from very superficial relationships, such as wanting discount vouchers or access to entertaining content, to very deep ones such as helping with product development or being part of a brand community (see Figure 15). FIGURE 15: “Thinking about companies that make computer software, which of following statements describes the kind of interaction you would like to have with these companies?” Access to news about new developments & software upgrades To be part of a The ability to contact brand community computer software companies and influence product development Discount vouchers for The opportunity to learn computer software or something new about free software downloads different applications 0 10 20 30 40 50 Access to unique An opportunity sponsored events to develop my or competitions software skills Access to fun and The ability to communicate entertaining content and share experiences with other users A personal response to Tools and help to express my issues / complaints my creativity and make something worth sharing The business of social | Social media tracker 2012
  • 47. And these experiences deliver very different outcomes What is very interesting is that each of these experiences deliver very different outcomes. Figure 16 shows that giving people access to new news about a computer software brand drives awareness and education but very little else. Again discount vouchers stimulate transaction and trial but do very little for a computer software brand elsewhere. However a much deeper relationship, such as cooperating in new product development, drives commitment and prompts people to find out more. FIGURE 16: “Thinking about the interactions that you have indicated you would like to have with companies that make computer software, which interaction is best…?” 20% 30% 40% 50% 60% 70% Access to news about new developments & Awareness Letting you know about the company software upgrades Giving a detailed understanding Education of the company and its products The ability to contact computer software Desire Making the company seem more desirable companies and influence product development Seek More Making you feel closer to the company Discount vouchers Encouraging you to at least try out Trial the company or its products for yourself for computer software companies or free software Encouraging you to buy a product downloads Transaction from the company Commitment Making you feel valued as a customer Makes you want to spend more time Involvement with the company or brand Encouraging you to recommend Recommendation the brand to others 47
  • 48. The same experiences deliver different outcomes by category The same experiences can deliver very different outcomes by category. Let consumers help you develop products in the movie category and it drives awareness and education but not much else (see Figure 17). Create the same experience in the computer software category and it drives loyalty and prompts people to find out more about the brand. FIGURE 17: “Thinking about the interactions that you have indicated you would like to have with companies that make computer software and with companies that produce and distribute movies, which interaction is best…?” 25% 30% 35% 40% 45% 50% Awareness Education Desire Seek More Trial Transaction Commitment Involvement Recommendation The ability to contact The ability to contact computer software film makers / movie studios companies and influence and influence movie product development development The business of social | Social media tracker 2012
  • 49. This allows us to be far more focussed on delivering social experiences that meet our objectives FIGURE 18: “Thinking about the interactions that you have indicated you would like to have with companies that make computer software, companies that make computer hardware, companies that are involved in the fashion industry and companies & artists that make & distribute music, which interaction is best…?” Objective - Making you feel closer to the company Computer Computer software hardware Fashion 50% Music 45% 40% 35% 30% 25% 20% Access to Ability to Opportunity Opportunity Communicate Tools to A personal Access to Access to Discount To be part of breaking contact to learn to develop & share express my response to fun & unique vouchers a brand news or companies more skills experiences creativity & my issues / entertaining events or community product & influence make complaints content competitions launches product something development worth sharing 49
  • 50. The most powerful social experience? Brands and companies no longer FIGURE 19: find themselves in complete “Thinking about the interactions that you have indicated you would like to have with companies in these categories, [A personal response to issues and control of either the conversation complaints] is best at…?” or content being shared about 25% 30% 35% 40% 45% 50% 55% them. While many brands see this as an opportunity, using paid Awareness and owned brand assets to drive earned media, just as many don’t. Education A natural fear of amplifying issues around the brand are a legitimate Desire concern. One negative comment can quickly grow to become a Seek More real threat to a brands reputation. However, Wave 6 has shown Trial us this is possibly the biggest opportunity that brands have to Transaction connect with consumers. If you want to make a customer feel Commitment valued, don’t give them rewards, simply respond to their issues Involvement and complaints (see Figure 19). Recommendation Travel Movies Health & Fashion Luxury Telecoms Computer beauty hardware The business of social | Social media tracker 2012
  • 51. A personal response to issues / complaints Again and again as we analyse the results from Wave 6 we see the power of social media to create loyalty. What is even more apparent is amongst influencers, those people who often talk about the category, we can see that it not only drives loyalty it creates desire for the brand too (See Figure 20). Responding to a customer’s problem is a natural behaviour for a truly social brand and consumers clearly respect and respond to this. 20% 30% 30% 40% 50% 60% 70% FIGURE 20: “Thinking about the interactions that you have Awareness indicated you would like to have with companies in the computer software Education category, [A personal response to issues and Desire complaints] is best at…?” By which statement best describes your Seek More relationship with the computer software category Trial Transaction Commitment Involvement Recommendation Consider myself a Need lots of I often talk “fan” of a brand information before about this in this category buying category 51
  • 52. The business of social | Social media tracker 2012
  • 53. 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 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. 53
  • 54.
  • 56. Devices Creating a compelling social experience is one part of the challenge. The second is understanding the means with which consumers want to connect with brands. There are now so many ways that a consumer can interact in the social space and many devices through which they can do it. So the question is which is the most appropriate? An app, a website, a widget? Or do they want to access these via a mobile phone, a desktop computer, a laptop computer, a tablet device or an internet connected TV? Each of these devices is used very differently and has different strengths and weaknesses. Wave 6 – The Business Of Social tracks the usage and power of these technologies and helps us to identify the key way to deliver social experiences to consumers. The business of social | Social media tracker 2012
  • 57. People now have many ways to connect with the internet Consumers have many means with which to connect with the internet. On average they own four devices of which the majority of them are used to access the internet (see Figure 21). Average number of devices owned FIGURE 21: and used to access the internet “Which devices do you own and which have you used to access the internet in the past 6 months?” 4.1 5 Laptop / Desktop netbook PC PC 4 3 2.9 Smartphone (eg: iPhone) Tablet device (eg: iPad) 2 Mobile phone E-book reader (eg: Kindle) 1 Internet- Games connected TV console 0 Own Have used to Portable MP3 / Portable access the internet video player games console 57
  • 58. PC, laptop and mobile devices are still the main ways to connect Despite the rise of the smartphone for many the laptop and desktop remain the primary means of connection. FIGURE 22: “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. Desktop PC 70% Mobile phone 60% Portable Laptop / MP3 / video player Netbook 50% % Own Device 40% Games console Smartphone Portable games console 30% Internet-connected TV 20% Tablet 10% e-book Reader 0% 0% 10% 20% 30% 40% 50% 60% % Use Device to Go Online The business of social | Social media tracker 2012
  • 59. As the PC remains the most versatile internet enabled device Although we can start to see the areas where smartphones (e.g. iPhone, Blackberry etc.) are encroaching on this dominance. Searching for a location, using a search engine and microblogging are all activities where the smartphone is particularly powerful (see Figure 23). FIGURE 23: Joined a Post / group buying Read write on “Which activities have community blogs a blog Upload photos to a you carried out using Browsed the internet photo sharing site each device in the past 6 Shared your location via Watch video months?” location-based social network clips online Read a book Shared a video with a friend Read a digital Download newspaper / magazine a podcast Searched for Download a Laptop / Desktop video podcast netbook PC PC a location Managed a social Watched live TV network profile 0 20 40 60 80 100 Smartphone Tablet device (eg: iPhone) (eg: iPad) Visited a friend’s Made a purchase social network page Joined an online Used instant Mobile phone E-book reader community messenger (eg: Kindle) Visited a professional Visited a company social network / brand website Take part in multi-player Used a search engine Internet- Games game online connected TV console Wrote / sent a message Used a cloud-based on a microblog music recommendation service Read a message Downloaded Sent Visited on a microblog Portable MP3 / Portable & used an app a text a video player games console message forum 59
  • 60. Although we can see that smartphone penetration is growing rapidly FIGURE 24: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.) 28% 28% 44% 61% 59% 22% 44% 31% 43% 18% 37% 45% 47% 38% 37% 33% 43% 43% 38% 28% 34% 67% 40% 35% 44% 25% 27% 45% 62% 37% 34% 24% 36% 16% % own a smartphone 53% 37% 36% 42% 26% 39% 22% >60% 20%25% 23% 50-60% 38% 45%45%29% 28%11% 24% 40-50% 41% 34% 27% 44% 42% 40% 30-40% <30% 9% 8% The business of social | Social media tracker 2012
  • 61. With tablet penetration slowly catching up FIGURE 25: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..) 10% 12% 14% 16% 33% 8% 20% 14% 20% 16% 8% 18% 17% 17% 19% 21% 12% 19% 19% 34% 22% 28% 12% 12% 44% 10% 12% 15% 11% 11% 6% 6% 6% % own a tablet device 11% 12% 5% 13%11% >20% 6% 5% 23% 11% 18% 10% 5% 15-20% 6% 2% 6% 10-15% 14% 8% 12% 14% 11% 11% 5-10% 4% <5% 5% 61