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

2. 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

3. The business of social | Social media tracker 2012
Real Actionable Insight
A SOCIAL MOVEMENT
THE POWER OF SOCIAL
CONNECTING WITH SOCIAL EXPERIENCES

4. 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.

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.

6. 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

7. 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

8. 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.

9. SOCIAL MOVEMENTS

10. 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)”

11. 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?”

12. 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

13. 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

14. 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

15. 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%

16. 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

17. WILL PRIVACY SLOW SOCIAL?

18. 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]”

19. 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%

20. 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

21. 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

22. 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

23. 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

24. 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?”

25. 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

26. 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

27. THE POWER OF SOCIAL

28. 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.

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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.

38. CONNECTING WITH SOCIAL EXPERIENCES

39. 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

40. 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.

41. 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

42. 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.)

43. 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..)

44. 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.

45. 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

46. 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

47. THE IMPACT: SUMMARY

48. 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.

49. The business of social | Social media tracker 2012
“Is Social Media working for you? Or are you working for Social Media?”

50. THANK YOU

51. 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

52. The business of social | Social media tracker 2012
Catagories
Computer Hardware
Computer Software
Telecoms
Luxury
Music
Health &
Beauty
Movies
Fashion
Travel
Food

53. 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

54. 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

55. 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

56. 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