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The business of social | Social media tracker 2012 
Contents 
•Executive summary 
•What is Wave? 
•The continuing story of...
The business of social | Social media tracker 2012 
Real Actionable Insight 
A SOCIAL MOVEMENT 
THE POWER OF SOCIAL 
CONNE...
The business of social | Social media tracker 2012 
Executive Summary 
•The story so far in social networking has been the...
The business of social | Social media tracker 2012 
What is Wave? 
•Wave is a social media study. 
•Wave has retained the ...
The business of social | Social media tracker 2012 
15 countries 
7,500 respondents 
21 countries 
10,000 respondents 
29 ...
The business of social | Social media tracker 2012 
The expanding Wave universe 
Wave 1 Australia China France Germany Ita...
The business of social | Social media tracker 2012 
Welcome to Wave 6 – The Business of Social 
•Social media remains at t...
SOCIAL MOVEMENTS
The business of social | Social media tracker 2012 
Growth in social networking has slowed 
Global 
45.1% 51.4% 61.4% 65.2...
The business of social | Social media tracker 2012 
But as profile creation begins to plateau, active management still gro...
The business of social | Social media tracker 2012 
But people are spending more time than ever on social networks 
QUESTI...
The business of social | Social media tracker 2012 
And the number of social contacts continues to grow 
0 
10 
20 
30 
40...
The business of social | Social media tracker 2012 
20% 
30% 
40% 
50% 
60% 
70% 
80% 
90% 
Wave 1 
2006 
Wave 2 
2007 
Wa...
The business of social | Social media tracker 2012 
Microblogging is still rising but is yet to be fully understood global...
The business of social | Social media tracker 2012 
Blogging: Declining or stabilising in Western countries, but growing i...
WILL PRIVACY SLOW SOCIAL?
The business of social | Social media tracker 2012 
30% 
35% 
40% 
45% 
50% 
55% 
Wave 4 2009 
Wave 5 2010 
Wave 6 2011 
%...
The business of social | Social media tracker 2012 
And people are still sharing personal data 
QUESTION: “What have you d...
The business of social | Social media tracker 2012 
China 
USA 
Brazil 
Russia 
Germany 
UK 
Mexico 
France 
Egypt 
S Kore...
The business of social | Social media tracker 2012 
FACEBOOK 
IS THE MOST 
SEARCHED FOR WORD ON THE INTERNET 
1. Facebook ...
The business of social | Social media tracker 2012 
10.29% 
ACCOUNTED FOR 
OF ALL WEBSITE VISITS 
IN THE UNITED STATES 
1....
The business of social | Social media tracker 2012 
Is the world abandoning the brand website? 
60% 
65% 
70% 
75% 
80% 
8...
The business of social | Social media tracker 2012 
The exodus is even clearer amongst the youngest audiences 
60% 
65% 
7...
The business of social | Social media tracker 2012 
So what then is the role of the brand website? 
QUESTION: “Which of th...
The business of social | Social media tracker 2012 
The power of the social network differs across the world 
Promote your...
THE POWER OF SOCIAL
The business of social | Social media tracker 2012 
The value of social experiences 
•A word that is frequently used in so...
The business of social | Social media tracker 2012 
Social experiences not Likes 
I want no interaction 
Access to news ab...
The business of social | Social media tracker 2012 
Social needs vary by category…. 
0% 
10% 
20% 
30% 
40% 
50% 
Access t...
The business of social | Social media tracker 2012 
How we define the value of social experiences 
Giving you a detailed u...
The business of social | Social media tracker 2012 
And these experiences deliver very different outcomes 
QUESTION: “Thin...
The business of social | Social media tracker 2012 
The same experiences deliver different outcomes by category 
QUESTION:...
The business of social | Social media tracker 2012 
This allows us to be far more focussed on delivering social experience...
The business of social | Social media tracker 2012 
The most powerful social experience? 
QUESTION: “Thinking about the in...
The business of social | Social media tracker 2012 
A personal response to issues/complaints 
QUESTION: “Thinking about th...
The business of social | Social media tracker 2012 
The Power of Social Experiences 
•A key element for making the social ...
CONNECTING WITH SOCIAL EXPERIENCES
The business of social | Social media tracker 2012 
People now have many ways to connect with the internet 
0 
1 
2 
3 
4 ...
The business of social | Social media tracker 2012 
Mobile phone 
Desktop PC 
Laptop/ 
Notebook 
Portable 
Mp3 / video pla...
The business of social | Social media tracker 2012 
As the PC remains the most versatile internet enabled device 
0% 
10% ...
The business of social | Social media tracker 2012 
Although we can see that smartphone penetration is growing rapidly 
% ...
The business of social | Social media tracker 2012 
With tablet penetration slowly catching up 
18% 
19% 
14% 
33% 
10% 
5...
The business of social | Social media tracker 2012 
Socialize with 
others 
Be creative 
Have fun/ Be entertained 
Access ...
The business of social | Social media tracker 2012 
What impact does multiple devices have on media consumption? 
0 
2 
4 ...
The business of social | Social media tracker 2012 
Connecting devices to experiences 
QUESTION: “You have indicated you o...
THE IMPACT: SUMMARY
The business of social | Social media tracker 2012 
The impact: summary 
•Our research shows that social experiences can b...
The business of social | Social media tracker 2012 
“Is Social Media working for you? Or are you working for Social Media?”
THANK YOU
The business of social | Social media tracker 2012 
Devices 
Laptop 
Desktop PC 
Smart 
phone 
Tablet Computer 
Mobile pho...
The business of social | Social media tracker 2012 
Catagories 
Computer Hardware 
Computer Software 
Telecoms 
Luxury 
Mu...
The business of social | Social media tracker 2012 
Communication 
Social Media 
Instant Messenger 
Forum/ 
Message boards...
The business of social | Social media tracker 2012 
Activities 
Join a Celebrity Group 
Make Contacts for Work 
Dating 
Bl...
The business of social | Social media tracker 2012 
Activities cont… 
Play Games 
Join a Group 
Organise an Event 
Purchas...
The business of social | Social media tracker 2012 
Activities cont… 
Visit a photo sharing website 
Visit a message 
boar...
Wave 6 - The Business of Social | UM | Social Media Tracker
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Wave 6 - The Business of Social | UM | Social Media Tracker

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Wave 6 - the business of social, shows how meeting different consumer needs delivers different outcomes for brands. For example some will create loyalty whilst others are better at driving sales. Therefore, actually knowing where consumer and brand objective meet is the key to the long-term success of social strategy.

Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7

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Wave 6 - The Business of Social | UM | Social Media Tracker

  1. 1. The business of social | Social media tracker 2012 Contents •Executive summary •What is Wave? •The continuing story of Wave •Social movements •Will data privacy slow social? •The Business Of Social •Connecting with social experiences •The impact: Summary •What does this mean for your business? •About this report
  2. 2. The business of social | Social media tracker 2012 Real Actionable Insight A SOCIAL MOVEMENT THE POWER OF SOCIAL CONNECTING WITH SOCIAL EXPERIENCES
  3. 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.
  4. 4. 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.
  5. 5. The business of social | Social media tracker 2012 15 countries 7,500 respondents 21 countries 10,000 respondents 29 countries 17,000 respondents 38 countries 23,200 respondents 62 countries 42,000 respondents 54 countries 37,600 respondents October 1999: Launch March 2002: Launch January 2003: Launch June 2003: Launch September 2003: Launch January 2004: Launch December 2004: Launch March 2005: Launch August 2005: Launch February 2006: Launch September 2006: Launch January 2007: Launch January 2001: Launch May 2003: Launch August 2003: Launch February 2004: Launch January 2005: Launch April 2005: First video uploaded to YouTube August 2009: Xiaonei becomes RenRen July 2008: Launch October 2006: Launch March 2007: Launch April 2008: Facebook overtakes MySpace in popularity August 2008: Over 100M users October 2008: Launch September 2008: First Android phone launch Now more than 3.6Bn images on Flickr June 2009: Launch March 2009: Launch April 2010: iPad released July 2010: 100M check-ins October 2010: “The Social Network” film released March 2011: 100M members June 2011: Over 200M tweets a day December 2011: Over 845M active users February 2010: Facebook mobile – 100M users August 2010: Groupon is the fastest growing company of all time December 2010: 100M users just 2.5 months after launch April 2011: Valued at >$36Bn June 2011: Launch September 2011: QQ IM – over 700M active users TEXTUAL MOTIVATIONAL SOCIAL BUSINESS INFLUENTIAL VISUAL
  6. 6. The business of social | Social media tracker 2012 The expanding Wave universe Wave 1 Australia China France Germany Italy India Japan Korea Mexico Philippines Russia Spain UK US 62 countries Wave 2 Australia Brazil China France Germany Greece India Italy Japan Korea Malaysia Mexico Pakistan Philippines Russia Singapore Spain Taiwan Thailand UK US Wave 3 Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Korea Mexico Netherlands Pakistan Philippines Poland Romania Russia Spain Switzerland Taiwan Turkey UK US Wave 4 Australia Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Korea Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa Spain Sweden Turkey UK US Wave 5 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Italy Ireland (ROI) Japan Korea KSA Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Serbia Singapore Slovakia South Africa Spain Sweden Taiwan Thailand Tunisia Turkey UAE UK Ukraine US 41,738 respondents Wave 6 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Croatia Czech Republic Denmark Ecuador Egypt Estonia France Finland Germany Greece Hong Kong Hungary India Italy Ireland (ROI) Japan KSA Kuwait Latvia Lebanon Lithuania Macedonia Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Puerto Rico Qatar Romania Russia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey UAE UK Ukraine US Vietnam
  7. 7. 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.
  8. 8. SOCIAL MOVEMENTS
  9. 9. The business of social | Social media tracker 2012 Growth in social networking has slowed Global 45.1% 51.4% 61.4% 65.2% Wave 3 Wave 4 Wave 5 Wave 6 USA 33.1% 48.3% 58.1% 64.5% China 47.4% 51.4% 68.4% 68.9% Russia 64.8% 66.1% 79.8% 77.1% UK 53.4% 55.5% 58.6% 62.9% India 51.4% 62.8% 72.5% 67.1% Italy 24.0% 34.4% 53.9% 61.2% Germany 27.2% 36.6% 37.8% 53.1% Brazil 63.6% 53.9% 74.5% 74.3% Spain 29.9% 46.2% 55.5% 59.6% France 26.3% 43.4% 53.2% 53.5% 3 4 5 6 Wave: QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months? - Manage a profile on an existing social network (eg: facebook.com)”
  10. 10. The business of social | Social media tracker 2012 But as profile creation begins to plateau, active management still grows Upload a video clip to a video sharing website Watch video clips online Create a profile on a new social network Manage a profile on an existing social network Visit a friend's social network page 49% 88% 75% 77% 81% Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 QUESTION: “Thinking about the internet, which of the following have you ever done?”
  11. 11. The business of social | Social media tracker 2012 But people are spending more time than ever on social networks QUESTION: “Approximately how much time did you spend consuming the following media in the last 7 days?” - Hours per week Television Radio Magazines Newspapers Internet Email Social networks Microblogging sites Mobile phone Blogs Video sites 10 9 6 7 4 6 5 6 13 13 7 7 7 9 5 6 8 10 6 7 Everyone 16-24 year olds 6 7
  12. 12. The business of social | Social media tracker 2012 And the number of social contacts continues to grow 0 10 20 30 40 50 60 70 80 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 Average number of people QUESTION: “Approximately how many people do you stay in contact with in your personal life through the following means?” Social networks Instant messenger Forum/Message board My personal blog Phone Email Face to face Text message (SMS) Post/Letter
  13. 13. The business of social | Social media tracker 2012 20% 30% 40% 50% 60% 70% 80% 90% Wave 1 2006 Wave 2 2007 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 % Ever Done 2010 may prove to be the peak for many other social platforms QUESTION: “Thinking about the internet, which of the following have you ever done?” Read blogs/weblobgs Start my own blog/weblogs Visit a photo sharing website Use instant messenger Visit a message board/forum Started a topic on a message board/forum
  14. 14. The business of social | Social media tracker 2012 Microblogging is still rising but is yet to be fully understood globally QUESTION: “Thinking about using the internet, which of the following have you used in the past 6 months? – Used a microblogging service (e.g. Twitter, Jaiku)” Global 14.9% 33.2% 42.9% Wave 4 Wave 5 Wave 6 4 5 6 Wave: USA 8.5% 18.8% 22.1% China 26.3% 53.1% 71.5% Russia 14.2% 19.9% 25.8% UK 6.4% 19.3% 62.9% Brazil 13.4% 43.9% 47.6% India 24.4% 45.5% 42.9% Italy 9.4% 11.1% 17.7% Spain 11.5% 19.1% 24.8% Germany 6.2% 7.7% 15.9% France 4.1% 8.8% 12.2%
  15. 15. The business of social | Social media tracker 2012 Blogging: Declining or stabilising in Western countries, but growing in others QUESTION: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogs 3 4 5 6 Wave: China 74.9% 75.7% 79.6% 81.4% Russia 59.3% 54.6% 63.4% 52.4% UK 50.7% 41.3% 40.8% 45.5% Brazil 74.5% 70.9% 72.4% 67.9% India 62.2% 63.1% 63.3% 55.6% Italy 61.9% 51.0% 51.5% 51.7% Germany 35.2% 36.3% 29.6% 39.3% Spain 63.6% 55.9% 60.3% 55.8% France 45.6% 50.2% 46.7% 43.9% USA 45.6% 50.2% 46.7% 44.9% Global 55.3% 60.6% 64.5% 63.2% Wave 6 Wave 5 Wave 4 Wave 3
  16. 16. WILL PRIVACY SLOW SOCIAL?
  17. 17. The business of social | Social media tracker 2012 30% 35% 40% 45% 50% 55% Wave 4 2009 Wave 5 2010 Wave 6 2011 % Agree I worry about missing out on something if I don't visit my social network Social networking sites (e.g. facebook.com) are an integral part of social life 50% 55% 60% 65% 70% Wave 4 2009 Wave 5 2010 Wave 6 2011 % Agree I am concerned about the amount of personal data that goes online Concern rises but so does attachment to social networks QUESTION: “Please indicate how much you agree (definitely or tend to) with the statement [I am concerned about the amount of personal data that goes online]” QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about missing out on something if I don’t visit my social network] & [Social networking sites are an integral part of my social life]”
  18. 18. The business of social | Social media tracker 2012 And people are still sharing personal data QUESTION: “What have you done with your social networking profile?, amongst those who have used a social network in the past 6 months” Message friends Update my profile Upload photos Find old friends Update my status Find new friends Used live chat Used a “like” button Play games Display my interests Join a group Removed Someone from my friend list Join an Interest group or cause Upload videos Write a blog Affiliate with or become fan of a brand Shared Your location Make Contacts for work/ Professional reasons Purchased something Organise events Dating Join a Celebrity group 19% 19% 21% 21% 27% 29% 30% 30% 31% 38% 38% 43% 44% 44% 47% 47% 49% 52% 59% 59% 62% 64%
  19. 19. The business of social | Social media tracker 2012 China USA Brazil Russia Germany UK Mexico France Egypt S Korea Japan Canada Italy Spain Turkey India Poland 35% 40% 45% 50% 55% 60% 65% 70% 75% 50% 55% 60% 65% 70% 75% % agree social networking is an integral part of my social life % agree concerned about the amount of personal data that goes online Social networking more important Sharing personal data is an accepted risk Privacy more important QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about missing out on something if I don’t visit my social network] vs. [I am concerned about the amount of personal data that goes online]” amongst those who have created a profile on a new social network. Size of bubble represents size of audience Size of bubble represents size of audience
  20. 20. The business of social | Social media tracker 2012 FACEBOOK IS THE MOST SEARCHED FOR WORD ON THE INTERNET 1. Facebook 2. YouTube 3. Facebook Login 4. Craigslist 5. Facebook.com 6. Yahoo 7. eBay 8. www.facebook.com 9. Mapquest 10. Yahoo.com SOURCE: EXPERIAN HITWISE TOP 10 US SEARCH TERMS JANUARY 2012
  21. 21. The business of social | Social media tracker 2012 10.29% ACCOUNTED FOR OF ALL WEBSITE VISITS IN THE UNITED STATES 1. google.com 2. facebook.com 3. youtube.com 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 TOP 10 WEBSITES GLOBALLY FACEBOOK ALSO A 15% INCREASE FROM 2010
  22. 22. The business of social | Social media tracker 2012 Is the world abandoning the brand website? 60% 65% 70% 75% 80% 85% 90% Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 QUESTION: “Thinking about using the internet, have you visited an official company/brand website in the past 6 months?” 15% decrease in 4 years
  23. 23. The business of social | Social media tracker 2012 The exodus is even clearer amongst the youngest audiences 60% 65% 70% 75% 80% 85% 90% Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 16-24 25-34 35-44 45-54 QUESTION: “Thinking about the internet, have you visited an official company / brand website in the past 6 months?”
  24. 24. The business of social | Social media tracker 2012 So what then is the role of the brand website? QUESTION: “Which of these online applications does a good job when you want to...” 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Meet new people Stay in touch with friends Make contacts for work Promote yourself Learn something new Share knowledge Change opinions Be creative Express yourself Make money Have fun/be entertained Feel like you belong Share new experiences Earn respect “Hang out” or waste time Keep up to date Explore the world around me Manage my life better Seek other people’s opinions Official brand websites Forums Photo/Video sites Microblogs Blogs Social networks
  25. 25. The business of social | Social media tracker 2012 The power of the social network differs across the world Promote yourself Japan Share knowledge Be creative Make contacts for work Earn respect Explore the world around me Learn something new Make money China South Korea Australia Change opinions India Thailand Malaysia Seek other people’s opinions Belgium Denmark UK Canada USA Turkey Hungary Austria Germany Russia Czech Republic Sweden Netherlands Portugal Mexico Argentina Spain Italy Brazil Tunisia Algeria Singapore Egypt Hong Kong Philippines South Africa Poland Lebanon Norway UAE “Hang Out” or waste time Feel like you belong Meet new people Have fun/be entertained Share new experiences Express yourself Keep up to date Lithuania KSA Ukraine Macedonia Serbia Latvia Romania Ecuador Estonia Slovakia Stay in touch with friends Manage my life better Croatia Switzerland Vietnam Taiwan Finland Ireland Greece Chile Colombia Puerto Rico Qatar Oman Kuwait Bahrain France QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country SELF-IMPROVEMENT ENABLEMENT FUN CONNECTION
  26. 26. THE POWER OF SOCIAL
  27. 27. 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.
  28. 28. The business of social | Social media tracker 2012 Social experiences not Likes I want no interaction Access to news about new developments Discount vouchers Access to fun and entertaining content An opportunity to learn something new A personal response to my issues/complaints Access to unique sponsored events or competitions An opportunity to develop my skills The ability to communicate and share experiences with others Tools to help me express my creativity and make something worth sharing To be part of a brand community The ability to influence product development HIGH INVOLVEMENT LOW INVOLVEMENT
  29. 29. The business of social | Social media tracker 2012 Social needs vary by category…. 0% 10% 20% 30% 40% 50% Access to news about new developments & software upgrades The ability to contact computer software companies and influence product development An opportunity to learn something new about different applications An opportunity to develop my software skills The ability to communicate and share experiences with other users Tools and help to express my creativity and make something worth sharing A personal response to my issues/complaints Access to fun and entertaining content Access to unique sponsored events or competitions Discount vouchers for computer software or free software downloads To be part of a brand community QUESTION: “Thinking about companies that make computer software, which of following statements describes the kind of interaction you would like to have with these companies?” Computer software
  30. 30. The business of social | Social media tracker 2012 How we define the value of social experiences Giving you a detailed understanding Making the company more desirable Making you feel closer to the company Encouraging you to try Encouraging you to buy Making you feel valued as a customer Makes you want to spend more time with the brand Encouraging you to recommend to others AWARENESS EDUCATION DESIRE SEEK MORE TRIAL TRANSACTION COMMITMENT INVOLVEMENT RECOMMENDATION Letting you know about the company
  31. 31. The business of social | Social media tracker 2012 And these experiences deliver very different outcomes QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that make computer software, which interaction is best…?” Access to news about new developments and software upgrades Computer software The ability to contact computer software companies and influence product development Discount vouchers for computer software companies or free software downloads
  32. 32. The business of social | Social media tracker 2012 The same experiences deliver different outcomes by category QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that make computer software and with companies that produce and distribute movies, which interaction is best…?” The ability to contact computer software companies and influence product development The ability to contact film makes / movie studios and influence movie development
  33. 33. The business of social | Social media tracker 2012 This allows us to be far more focussed on delivering social experiences that meet our objectives QUESTION: “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…?” 20% 25% 30% 35% 40% 45% 50% Access to breaking news or product launches Ability to contact companies & influence product development Opportunity to learn more Opportunity to develop skills Communicate & share experiences Tools to express my creativity & make something worth sharing A personal response to my issues / complaints Access to fun & entertaining content Access to unique events or competitions Discount vouchers To be part of a brand community Computer Software Fashion Computer Hardware Music
  34. 34. The business of social | Social media tracker 2012 The most powerful social experience? QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in these categories, [A personal response to issues and complaints] is best at…?” Travel Movies Health & Beauty Fashion Luxury Telecoms Computer hardware
  35. 35. The business of social | Social media tracker 2012 A personal response to issues/complaints QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in the computer software category, [A personal response to issues and complaints] is best at…?” By which statement best describes your relationship with the computer software category Consider myself a “fan” of a brand in this category Need lots of information before buying I often talk about this category Computer software
  36. 36. 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.
  37. 37. CONNECTING WITH SOCIAL EXPERIENCES
  38. 38. The business of social | Social media tracker 2012 People now have many ways to connect with the internet 0 1 2 3 4 5 Own Have used to access the internet 4.1 2.9 Laptop / netbook PC Smartphone (eg: iPhone) Mobile phone Internet- connected TV Portable MP3 / video player Desktop PC Tablet device (eg: iPad) E-book reader (eg: Kindle) Games console Portable games console QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?” Average number of devices owned and used to access the internet
  39. 39. The business of social | Social media tracker 2012 Mobile phone Desktop PC Laptop/ Notebook Portable Mp3 / video player Smartphone Games Console Portable Games Console Internet- Connected TV Tablet e-book Reader 0% 10% 20% 30% 40% 50% 60% 70% 0% 10% 20% 30% 40% 50% 60% % Own Device % Use Device to Go Online PC, laptop and mobile devices still the main way to connect QUESTION: “Which devices do you own and which have you used to access the internet in the past 6 months?” - Size of the bubble represents % who own device.
  40. 40. The business of social | Social media tracker 2012 As the PC remains the most versatile internet enabled device 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Read blogs Post/write on a blog Upload photos to photo sharing site Watch video clips online Shared a video with a friend Download a podcast Download video podcast Managed a social network profile Visited a friend's social network page Used instant messenger Visited a company/brand website Used search engine Wrote/sent a message on microblog Read a message on microblog Visited a forum Sent a text message Downloaded & used an app Used a cloud-based music reccommendation service Take part in multi-player game online Visited a professional social network Joined an online community Made a purchase Watched live TV Searched for a location Read a digital newspaper/magazine Read a book Shared your location via location-based social network Browsed the internet Joined a group buying community QUESTION: “Which activities have you carried out using each device in the past 6 months?” Laptop / notebook PC Desktop PC Smartphone (eg: iPhone) Tablet (eg: iPad) Mobile phone E-book reader (eg: Amazon kindle) Internet- enabled TV Games console Portable MP3 / video player Portable games console
  41. 41. The business of social | Social media tracker 2012 Although we can see that smartphone penetration is growing rapidly % own a smartphone >60% 50-60% 40-50% 30-40% <30% 38% 37% 43% 59% 28% 8% 62% 40% 20% 37% 29% 23% 28% 45% 35% 27% 37% 44% 53% 42% 39% 22% 27% 9% 33% 47% 40% 25% 18% 43% 44% 67% 43% 43% 34% 38% 37% 59% 61% 22% 44% 38% 41% 42% 24% 34% 11% 28% 45% 45% 26% 37% 36% 20% 25% 29% 36% 16% 24% 34% 45% 31% 11% QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
  42. 42. The business of social | Social media tracker 2012 With tablet penetration slowly catching up 18% 19% 14% 33% 10% 5% 11% 11% 20% 15% 29% 5% 34% 16% 12% 12% 12% 14% 12% 11% 13% 11% 4% 21% 17% 12% 10% 8% 20% 20% 28% 19% 12% 22% 19% 17% 32% 16% 8% 14% 11% 14% 11% 6% 8% 2% 6% 10% 18% 12% 37% 9% 6% 5% 5% 5% 6% 6% 6% 11% 12% 14% 11% % own a tablet device >20% 15-20% 10-15% 5-10% <5% QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)
  43. 43. The business of social | Social media tracker 2012 Socialize with others Be creative Have fun/ Be entertained Access Information quickly Read content Manage my life Relax Hang out or waste time Play a game Learn something new Watch content Make a purchase Research something thoroughly Ward Off Boredom Find your way Get something done Organize something Explore the world 20% 25% 30% 35% 40% 45% 50% 55% 20% 25% 30% 35% 40% 45% 50% 55% % Smartphone Owners % Tablet Owners Smartphones are better when you want to…. Different devices are seen as better at doing different things Tablets are better when you want to…. QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to… Smartphone Owners vs. Tablet Owners.
  44. 44. The business of social | Social media tracker 2012 What impact does multiple devices have on media consumption? 0 2 4 6 8 10 12 14 16 1 2 3 Average hours spent consuming media in last 7 days Number of devices used to access the internet QUESTION: “Approximately how much time have you spent consuming the following media in the last 7 days by the number of devices used to access the internet” Browsing the internet TV Social networks Magazines Newspapers
  45. 45. The business of social | Social media tracker 2012 Connecting devices to experiences QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to…” INFORMATION ACTION FUN ORGANISATION Laptop/Netbook P.C. e-book Reader Smartphone Internet Connected TV Portable Games Console Desktop P.C. Tablet device Learn Something New Portable mp3/video player Games Console Get Something Done Find My Way Manage My Life Research Something Thoroughly Make a Purchase Ward Off Boredom Relax Socialise With Others Organise Something Read Content Explore the World Around Me Have Fun/ Be Entertained Play a Game Access Information Quickly Be Creative Watch Content “Hang Out” or Waste Time Mobile Phone
  46. 46. THE IMPACT: SUMMARY
  47. 47. The business of social | Social media tracker 2012 The impact: summary •Our research shows that social experiences can be very powerful, creating strong connections with the consumer. However, it also shows that knowing this is not enough. We also need to know the value that these bring. These experiences need not be complicated. The consumer is often the most powerful advocate and ally of a brand: Wave 6 - The Business Of Social demonstrates that even simply responding to a customer’s problems creates more loyalty and advocacy than any reward programme could. •So it is no good spending time and investment on a social experience that you don’t know the value of or doesn’t meet your brand’s challenges. It’s necessary to look at both the consumer’s needs and your own objectives if you are to build something that not only connects to the consumer but also helps build value for your brand.
  48. 48. The business of social | Social media tracker 2012 “Is Social Media working for you? Or are you working for Social Media?”
  49. 49. THANK YOU
  50. 50. The business of social | Social media tracker 2012 Devices Laptop Desktop PC Smart phone Tablet Computer Mobile phone E-reader Internet connected TV Games console Portable games console MP3 player
  51. 51. The business of social | Social media tracker 2012 Catagories Computer Hardware Computer Software Telecoms Luxury Music Health & Beauty Movies Fashion Travel Food
  52. 52. The business of social | Social media tracker 2012 Communication Social Media Instant Messenger Forum/ Message boards My personal Blog Email Face to Face Text Message (SMS) Brand Website Post/ letter Phone
  53. 53. The business of social | Social media tracker 2012 Activities Join a Celebrity Group Make Contacts for Work Dating Blog Display my Interests Message Friends Join Interest group/ Cause Update Profile Remove a friend Used Live Chat
  54. 54. The business of social | Social media tracker 2012 Activities cont… Play Games Join a Group Organise an Event Purchase Something Shared your Location Upload a Photo Upload a Video Update your Staus Use a ‘Like’ Button
  55. 55. The business of social | Social media tracker 2012 Activities cont… Visit a photo sharing website Visit a message board / forum Find old friends Find new friends Affiliate with/ fan of brand

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