Social Media Insights for Our Client

Vision and thought leadership on: Social
Media

Prakash Devarakonda
Vice president – SMACC
Social Media Strategy

Agenda

Approach

Recommendation, Key Insights & Implications for Our client

Regional Summaries, Country Summaries & Select Country Snapshots

Top Social Media Channels by Country

Online, Broadband, Mobile & Facebook Penetration Rates

Appendix

Prakash Devarakonda 2

Approach
My self and my global team developed a perspective on international social media. While initially focused on nine
countries, the team’s scope was later expanded to include 18.
Sources In-Scope Countries Findings
World wide web

eMarketer Approach

comScore Initial Countries:
• Australia
Internet World Stats Recommendati
• China
on, Key Insights
Forrester • Japan & Implications
• Korea to Our client
Nielson Online • Malaysia
• Singapore
Informa Telecoms & Media • Taiwan Regional
Summaries,
• Russia Thailand Country
Norton Online Living
• Mexico Summaries &
Select Country
Wetpaint
Snapshots
Additional Countries:
asiadma.com • India
• France Top Social
Media.Asia
• Germany Media Site by
ogilvypr.com • Ireland Country
• Italy
International Telecommunication Union (ITU) • Portugal
• Spain Internet,
Millward Brown Mẽxico • United Kingdom Broadband,
• Mobile &
Brazil `
CheckFacebook.com Facebook
Penetration
Rates
Kantar Media Research Group
Prakash Devarakonda Note: Because findings were generated from multiple sources there are some discrepancies 3
between data sources. eMarketer data was used when possible.

Agenda

Approach





Appendix


Recommendation, Key Insights & Implications
Our Client should gain management control of its Social Media strategy and execution because it could
serve as an important component to Our client’s brand building efforts.

Key Insights and Considerations Our client’s Social Media Approach Should:

• Adapt to market, regional, cultural, and demographic
• Social media is very popular worldwide and reaches
differences.
770 MM people worldwide and continues to experience
double digit growth in all regions. • Monitor brand discussions and engage end consumer.
• Consumers worldwide spend on average 6 hours a • Implement a test and learn marketing strategy and
month on social media channels. evolve over time.

• A diverse range of companies are testing the waters
Asia- Europe/
and incorporating into marketing strategy. Japan
Pacific Americas
• AirAsia has an extensive range of initiatives from
blogs, promotions and new route announcements
on Facebook and a dedicated YouTube channel. China
• Baskin Robbins launched its promotion for a new
ice cream cake in South Korea on Big Bang, one of Target
the most popular sites. Korea blogging
forums
Mobile Other
• For Our client, assuming management of social media
oriented Countries
marketing could be highly impactful:
– Enables direct control over brand building in this Mobile
• Allow anonymous
channel contributions or oriented
– Creates opportunity for direct dialogue with highly pseudonyms due
engaged end consumers to privacy concerns Target
blogging
– Provides the ability to capture customer data forums

Agenda

Approach





Appendix


Asia-Pacific – Summary
628.8 million
internet users
(2010)

60.8% of internet 198.9 million
users are social broadband
network users households
(2008) Internet, Broadband & Mobile: (2010)
• In 2009, Asia was home to 41.0% of the world’s online
population.
• This region has the highest percentage of households with
broadband connections.
• By 2013 more than 50.0% of the world’s mobile
subscriptions will come from this region.
• In 2008 there were 158.4 million 3G subscribers – expected
to reach 564.0 million by the end of 2013.
Social Media:
172.0 million • This is the biggest region in the world for social networking 18.0% penetration
mobile phone with approximately169.0 million unique visitors. rate for broadband
internet users • 50.0% of all social network users live in this region. households
(2010) (2008)

2.4 billion mobile
phone subscribers:
63.0%
(2010)

Prakash Devarakonda Note: Reference Sources Page
7

Asia-Pacific – Country Summaries
Australia
• The government announced that they are investing in a national India
high-speed network to be completed by 2017. • Internet and broadband penetration rates are low.
• Mobile subscriptions have reached saturation – with a • India ranks #3 in the world in terms of mobile internet traffic.
penetration rate of approximately105.6%. • A minority of Indians use the internet but those who do tend to be
• More than one-fourth of social network users have accessed a social media users.
social network from their mobile device. • Over half of the population are spectators – meaning they read
• Approximately 89.6% of internet users have visited a social blogs, watch videos, or listen to podcasts.
network.
• Two-thirds of all social media users are spectators – meaning
they read blogs, listen to podcasts, read customer
Malaysia
ratings/reviews, or consume other social content.
• Malaysia’s National Broadband Initiative will bring broadband to
the whole nation.
• Approximately 86.0% of internet users are social media users.
China
• China’s internet and mobile populations are the largest in the
world and are rapidly growing.
• There is a push to further develop broadband infrastructure. Singapore
• 3G service has low penetration, primarily due to the cost. • Internet usage yields a 53.7% penetration rate, whereas, mobile
• Local social media channels dominate. yields a 135.0% penetration rate.
• Forums are more popular than social networks. • Social media penetration among internet users is approximately
• In 2008, internet users in China had more online friends then 77.0%.
offline friends – not the case in any other country. • The top website category, ranked by market share of visits, is
social networking and forums.

Japan
• Japanese consumers are early adopters of most next generation South Korea
technologies, including broadband and 3G. • Highest internet penetration rate among the Asia-Pacific
• Japan is a very mobile oriented country. countries.
• Over 80.0% of online Japanese adults use social media. • Broadband penetration is over 90.0%.
• Japanese users are concerned with their reputations, making • High mobile penetration rate.
them less likely to express a strong opinion under their own • Social media adoption is among the highest in the world.
name. • Blogging is a very popular form of social media.

8

China – Social Media Snapshot
Key Findings Channels
Internet • According to 2010 data, China has the greatest number of internet users – 518.0 million, In order of
Weekly Unique
yielding a penetration rate of approximately 38.9%. Visitors,
popularity:
December 2008:
• The number of internet users is expected to increase to 840.0 million by 2013.
• China ranks #1 in Asia in terms of the number of internet users. QQ* -
Broadband • According to 2010 data, China has 116.7 million broadband households. 51 14.0 MM
• There is a push to further develop infrastructure to support this technology.
Xaonei 9.5 MM
Mobile • According to 2010 data, China has the most mobile subscribers in the world – 855.5 million. (rebranded to
• It is estimated that mobile subscriptions will have a compound annual growth rate of 12.9% renren)
through 2013.
• Surveys found that expense is currently the largest barrier to 3G penetration. Chinaren 7.0 MM
• 29.0% of mobile phone subscribers have a phone capable of 3G services. Kaixin001 3.5 MM
• 27.0% of mobile phone subscribers use the mobile internet.
• Mobile internet users account for nearly one-half of the internet users in China. MySpace 2.0 MM
• In 2009, the smartphone penetration rate in terms of total mobile users was 10.0%.
5460.Net 1.0 MM
• This penetration rate is expected to increase to 21.0% by 2014.
Wangyou 1.0 MM
Social • Social media was quickly accepted in China, and is now mainstream.
Media • When developing a social media strategy in China, success requires a strong focus on local ipart.cn 1.0 MM
social media brands and mobile platforms.
• Forums are more popular than social networks. 360quan 0.9 MM
• 40.0% of the online adults are creators – meaning they publish a blog, publish a webpage, cyworld.com.cn 0.8 MM
upload videos and/or music they created, or write articles and/or stories and post them.
• User-generated content competitions are very popular in China. Notable:
• In 2009, 70.0% of daily internet users ages 16–54 created a social media profile. • Fenbei
• In March 2008, internet users in China had more online friends than offline friends. • Mop
• China is the only country where that was the case. • Tuduo
• International sites such as Facebook, Twitter, YouTube and many blogs are repeatedly blocked • Baidu Space
due to the “Great Firewall” in China attempting to censor pornographic and/or politically • Yoka
sensitive materials. • bbs.trends.com.cn
• Facebook has had difficulty working with official censorship; 14K active users in October 2009, • bbs.libaclub.com.cn
down from 1.0 MM in July 2009. • tianya.cn
• t.sina.com.cn

Prakash Devarakonda *eMarketer does not track QQ’s traffic 9
Note: Reference Sources Page because it is an instant messaging platform.

Japan – Social Media Snapshot
Thousands of
Internet • According to 2010 data, there are 93.4 million internet users, yielding a penetration rate of Unique
In order of popularity:
73.7%. Visitors, June
• Japan ranks #2 in Asia in terms of the number of internet users. 2008:

Broadband • Japanese consumers are early adopters of most next generation technologies, including YouTube 21,701*
broadband and 3G. Mixi 12,738
• According to 2010 data, there are 32.5 million broadband households, yielding a penetration rate
of 66.8% MySpace 1,245
• Japan ranks #3 in the world in terms of the number of broadband households.
Orkut 638
Mobile • Japan is a very mobile oriented country.
• In 2009, there were 112.8 million mobile phone subscribers. Facebook 583
• In Q3 2009, Japan ranked #2 in the world in terms of the number of 3G subscriptions. GREE 455
• In 2009, there were more than 97.5 million 3G subscribers.
• With near complete 3G coverage the Japanese utilize their mobile devices to access enhanced Notable:
content particularly through the mobile internet. Lococom
• Although the number of 3G subscriptions is high, consumers have been slow to adopt Kanshin-kukan
smartphones. Mobage-town
• In 2009, the smartphone penetration rate in terms of total mobile users was 4.0%. Nico-Nico Douga
• This penetration rate is estimated to increase to 8.0% by 2014. Twitter
*Thousands of Unique Visitors, February 2009
Social • Social media is considered mainstream, and users are highly engaged.
Media • Over 80.0% of online adults regularly use social media.
• 47.0% of social media users prefer blogging to social networks.
• In February 2010, social networks had a reach of 42.3%
• 36.0% of users ages 18+ had a social networking profile vs. the average of 49.0% from 12 key
countries in Asia, Europe and Americas.
• Users are concerned with their reputations, making them less likely than those in the West to
express a strong opinion under their own name.
• This issue is addressed by allowing anonymous contributions or pseudonyms.
• In 2009, Japan ranked #8 in the world for the number of tweets, accounting for 1.47% of all
tweets.

10

South Korea – Social Media Snapshot

Audience
Internet • According to 2010 data, there are 36.9 million internet users, yielding a penetration rate In order of popularity: Reach, February
of 75.9% 2010:
• South Korea ranks #3 in Asia in terms of the number of internet users.
• South Korea has the highest internet penetration rate in the Asia-Pacific Region. CyWorld 54.2%

• According to 2010 data, there are 15.3 million broadband households, yielding a Notable:
Broadband NateON
penetration rate of 90.2%.
MySpace
Mobile • In 2009, there were 46.8 million mobile subscribers, yielding a penetration rate of 96.0%.
• In Q3 2009, South Korea ranked #3 in the world in terms of the number of 3G
subscriptions – over 35.5 million.
• In 2009, there were 27.7 million mobile internet users.
• In 2009, South Korea had a smartphone penetration rate in terms of total mobile users of
14.0%.
• By 2014, this penetration rate is estimated to increase to 30.0%.

Social • Social Media adoption in South Korea is among the highest in the world.
Media • In 2008, South Korea had 9.4 million social networking site users – approximately 23.7%
of the population.
• In 2009, approximately 61.4% of internet users in South Korea were social networking
users.
• Local social networks are the most successful.
• Blogging is a very popular form of social media in South Korea.
• 92.1% of internet users are blog readers.
• 71.7% of internet users are blog writers.
• In April 2007 is was found that 81.0% of internet users in South Korea trust
consumer opinions posted online and 87.0% of internet users trust word-of-mouth
advertising, which are the highest percentages worldwide.
• In response, South Korean companies are increasingly interested in using blogs
as marketing tools to communicate with their customers rather than using them
as PR platforms.

11

Europe – Summary
338.2 million
internet users
(2010)

10.0% of internet Internet: 140.7 million
users are blog • In 2009, Europe was home to 24.1% of the worlds internet broadband
writers population. households
(2009) Social Media: (2010)
• When looking at all internet users:
53.0% are In-actives – meaning they do not participate
in social media.
40.0% are Spectators – meaning they read blogs, watch
generated videos, etc.
19.0% are Critics – meaning they post ratings/reviews of
products or services, comment on others blogs, etc.
• From 2008 to 2009 there was an increase in overall social
media engagement levels throughout Europe. However,
changes differ in each country:
74.6% of internet 938.1 million
• Italians showed the greatest relative growth in new
users are social mobile phone
Joiners and Critics.
network users subscriptions
• Online UK consumers showed growth across all profiles.
(2008) (2009)
• Spanish Joiners and Creators grew, though overall
activity grew more slowly.
• The French significantly increased their Joiner
behaviors.
112.0 million
mobile phone
social network
users
(2010)

12

Europe – Country Summaries

France Italy
• In 2009, there were an estimated 27.3 million • Lowest internet and broadband penetration
social network users, yielding a penetration rate among the in-scope European countries.
of 69.5%. • Highest mobile penetration rate among all of the
• France’s Facebook population makes up over in-scope countries.
4.0% of the site’s global audience. • Mobile social networking usage presents a high
potential for growth.
• In 2008, 40.0% of internet users created a social
network profile.
Germany
• Mobile penetration is one of the highest in the Portugal
world – approximately 135.0%. • Internet penetration is relatively high in
• Approximately 12.8% of mobile internet users comparison to the other in-scope countries.
accessed a social networking site via mobile.
Spain
• Mobile subscriptions have reached saturation,
with a penetration rate of 117.0%.
Ireland • Approximately 16.7% of all mobile internet users
• Internet and broadband penetration rates are are mobile social network users.
relatively low in comparison to the other in- • In 2009, 13.0% of internet users were blog
scope countries. writers.
• By the end of 2009 there were over 5.3 million
2G & 3G subscriptions, yielding a penetration United Kingdom
rate of 119.0%. • Mobile penetration is relatively high –
• Social networking is the fourth most popular approximately130.0%.
online activity. • Approximately 30.9% of all mobile internet users
are mobile social network users.

13

France – Social Media Snapshot


Internet • According to 2010 data, there are 38.9 million internet users, yielding a penetration rate Skyrock Network (Most Popular)
of 60.0%.
Notable:
Broadband • According to 2010 data, there are 18.8 million broadband households , yielding a Facebook
penetration rate of 67.1%. MySpace
Netlog
Mobile • According to 2010 data, there are 60.9 million mobile phone subscribers, yielding a
Badoo
Hi5
• In 2009, France ranked #8 in the world in terms of the number of 3G subscriptions – over
Trombi
15.6 million.
Orkut
• In 2009, it was estimated that there were 0.7 million mobile social network users –
Flickr
approximately 12.6% of mobile internet users.
Bahu
L’Internaute Copainsdavant

Social • In 2009, there were an estimated 27.3 million social network users, yielding a
Media penetration rate of 69.5%.
• France ranked #2 in the world in terms of gains in Facebook users from March
2010 to April 2010. France saw a 7.8% change, equivalent to 1,242,000 users.
• As of May 2010, there were over 18.7 million Facebook members from France,
making up 4.06% of Facebook’s global audience.
• In September 2009, it was estimated that 11.0% of internet users in France write
blogs.

14

Italy – Social Media Snapshot
Internet • According to 2010 data, there are 27.5 million internet users, yielding a penetration rate Penetration Rate
Among
of 47.3%. In order of popularity:
Respondents*,
July 2009:
Broadband • According to 2010 data, there are 11.7 million broadband households, yielding a
penetration rate of 48.4%. Facebook 90.0%
• In 2009, the most popular Web 2.0 activities among broadband households were:
Wikipedia, online encyclopedia (80.0%); YouTube, online video sites (78.0%); social Windows Live Spaces 23.0%
networking sites (68.0%); upload photos or videos (37.0%); participate in blogs (24.0%);
MySpace 16.0%
personal blog (13.0%); and virtual world (5.0%).
Netlog 11.0%
Mobile • According to 2010 data, there are 95.9 million mobile subscribers, yielding a penetration
rate of 165.0%. Flickr 5.0%
• Mobile penetration rates in Italy are among the highest in the world.
• In 2009, Italy ranked #4 in the world in terms of the number of 3G subscriptions – over LinkedIn 5.0%
27.8 million. XING 4.0%
• By 2014, this penetration rate is estimated to increase to 67.0%. Last.fm 2.0%
• In Q1 2009, mobile internet was the 3rd most popular mobile activity.
Plaxo 2.0%
• In 2009, it was estimated that there were 1.2 million mobile social network users in Italy –
approximately 16.1% of all mobile internet users. Twitter 2.0%

Social • In September 2009, there were over 17.8 million unique visitors to social networking Bebo 1.0%
Media sites.
• In 2008, 40.0% of internet users created a social network profile. FriendFeed 1.0%
• Among European countries, Italy has seen the highest relative growth in online users Hyves 1.0%
who are Critics – meaning they contribute to forums, edit wikis and/or post blog entries.
• As a result, engagement marketing that encourages users to contribute feedback such as Skyrock 1.0%
comments, images and video can be successful. Note: n=+32,000, ages 15+
• Facebook is the king among social networks, with a 90.0% penetration rate in July 2009.
• Italy was ranked #4 in the world in terms of gains in Facebook users from March
2010 to April 2010. Italy saw a 6.1% change in users, equivalent to approximately
898,000 users.
• Censoring of web sites has become a hot issue in Italy in recent months and although
Italy has seen a high adoption rate of social networking sites, these legal proceedings
may have a significant impact on future usage.

15

Latin America – Summary

140.6 million
internet users
(2010)

Internet & Broadband:
• Internet and broadband penetration rates are lower than in
other regions, however, infrastructure is continually
improving.
76.3% penetration Social Media: 34.2 million
rate for mobile • In February 2010, social networking was the second most broadband
phone subscribers popular internet activity, with an audience reach of 81.9%. households
(2008) Blogging was the eighth most popular, with an audience (2010)
reach of 61.6%.
• Worldwide, Latin American social networking site users are
the most likely to trust Facebook with private information.

552.0 million
mobile phone
subscribers
(2010)

16

Latin America – Country Summaries

Brazil

• Internet and broadband penetration rates in Brazil are
growing faster than in any of the other countries in Latin
America.
• There are more mobile subscribers than in any other
country in Latin America.
• Social Networking is the most popular Web 2.0 activity.

Mexico
• Infrastructure has limited the growth of internet usage,
however, technology is rapidly improving.
• Mobile access is not a major gateway to the internet.
• Social networking and blogging are very popular Web
2.0 activities.

17

Brazil – Social Media Snapshot

Thousands of
Internet • According to 2010 data, there are 72.2 million internet users, yielding a penetration rate of Unique
35.9%. In order of popularity: Visitors,
• Brazil ranks #1 in Latin America in terms of the number of internet users. September
2009:
Broadband • According to 2010 data, there are 12.6 million broadband households, yielding a penetration
Orkut 22,845
rate of 23.6%.
• The number of internet users in Brazil is growing faster than any other country in Latin America Windows Live 9,894
as broadband penetration is expected to increase as improvements are made to the Profile
infrastructure.
Twitter 5,242
Mobile • According to 2010 data, there are 186.0 million mobile subscribers, yielding a penetration rate of
92.5%. Windows Live 2,228
• Brazil ranks #1 in Latin America in terms of the number of mobile subscribers. People
• In 2009, Brazil ranked #14 in the world for the number of 3G subscriptions – approximately 7.0 Facebook 1,827
million.
• According to 2010 data, there are 31.6 million mobile internet users. Fotolog 1,691
• In 2009, 26.0% of Brazilians had accessed social networks from their mobile devices.
Sonico 1,632
• By 2014, this penetration rate is estimated to increase to 2.0%. Via6 1,506

Social • Brazilians are adopting social media faster than any other world market. Multiply 1,337
Media • The most popular Web 2.0 activities are: social networking sites, chat rooms, or message
boards; creating personal content for others to see (i.e., websites, videos, photos, music or Ning 1,102
blogs); online virtual worlds (i.e., Second Life).
• 70.0% of internet users surveyed participate in social networks, with usage rates peaking at
82.0% for respondents ages 16-24.
• In 2009, Brazil ranked #3 in the world for the number of tweets, accounting for 6.73% of all
tweets.

18

Agenda

Approach





Appendix


Most Popular Social Media Channels

Facebook is a clear global leader…
Asia-Pacific Europe
Australia China Japan France Germany Ireland

Malaysia Portugal
India Singapore Italy Spain

South Korea United Kingdom

Latin America North America
Brazil Mexico United States


Agenda

Approach





Appendix


Internet Penetration

22

Broadband Penetration

23

Mobile Penetration

24

Asia-Pacific – Penetration Rates

25

Europe – Penetration Rates

26

Latin America – Penetration Rates

27

Facebook Penetration

*Percent of global audience as of June 2010

28

Agenda

Approach





Appendix


Australia – Social Media Snapshot
Internet • According to 2010 data, there are 14.8 million internet users, yielding a penetration rate of Penetration
Rate Among
68.8%. In order of popularity:
Respondents*,
2009:
Broadband • According to 2010 data, there are 6.5 million broadband households, yielding a penetration
rate of 75.8%. Facebook 75.0%
• In April 2009, the government announced that it would invest A$43 billion to develop a
national high-speed network by 2017. YouTube 70.0%

Mobile • In 2009, there were 25.2 million mobile subscribers, yielding a penetration rate of 105.6%. Wikipedia 65.0%
• In 2009, Australia ranked #9 in the world in terms of the number of 3G subscriptions – MySpace 48.0%
approximately 13.6 million.
• Over one-fourth of social network users surveyed by Nielson have accessed a social network Yahoo! Answers 37.0%
on their mobile device.
• Facebook has the farthest reach among mobile users – more than 9 out of 10 mobile Friends Reunited 35.0%
social networkers have visited the site from their mobile device. Twitter 34.0%
Social • Internet users in Australia are among the regional leaders in social networking adoption. Flickr 33.0%
Media • In February 2010, approximately 89.6% of internet users in Australia visited a social
network. Yahoo! Groups 33.0%
• Australian online adults who use social media are more likely to be university educated, well Whirlpool forums 28.0%
paid and working full-time than those who do not.
• Two-thirds of all social media users are spectators – meaning they read blogs, listen to Photobucket 28.0%
podcasts, read customer ratings/reviews, or consume other social content.
• 58.0% of women are spectators and 44.0% are joiners – meaning they maintain a profile Blogger/Blogspot 24.0%
on a social networking site. Bebo 23.0%
• The following social media categories are most popular with Australian social networking site
users in the listed age group: LinkedIn 22.0%
• Blogging: 50+ years of age Spaces/Windows 18.0%
• Facebook: 35-59 years of age Live Spaces
• MySpace: 2-17 years of age
• Twitter: 35-49 years of age *Internet users who have ever visited the site.

• In 2009, Australia ranked #5 in the world in terms of the number of tweets, accounting for
2.63% of all tweets.

30

India – Social Media Snapshot
Thousands
Internet • According to 2010 data, there are 63.3 million internet users, yielding a penetration rate of 5.4%. of unique
In order of popularity: visitors in
Broadband • According to 2010 data, broadband penetration is also low, with an estimated 8.3 million December
broadband households, yielding a penetration rate of 4.6%. 2009:
• It is estimated that this penetration rate will increase to 14.1% by 2013.
Orkut 12,869
Mobile • According to 2010 data, there are 604.1 million mobile subscribers, yielding a penetration rate of
Facebook 4,044
51.5%.
• “India became the world’s largest market in terms of net additions in 2008 for the first time BharatStudent 3,269
with102.0 million new mobile subscriptions over the 12-month period, ahead of China.” –Nick
Jotiskchy, Informa Telecoms & Media hi5 2,012
• According to 2010 data, there are 12.1 million mobile internet users. Ibibo 990
• India ranks #3 in the world in terms of mobile internet traffic.
MySpace sites 741
Social • Although a minority of Indians use the internet, those who do tend to be social media users.
• The “Norton Online Living Report 2009” found that 71.0% of internet users surveyed in India LinkedIn 513
Media
had a profile on a social network.
PerfSpot 433
• However, comScore found that only 60.3% of internet users had visited a social network
during December 2008. BIGADDA 385
• The #1 social media channel in India, Orkut, was also ranked the fourth most-used website in
India. Fropper 248
• Social media use is skewed toward young, well-educated men with high incomes.
• Men are 3 times more likely to be social media users than women.
• The adult (defined as 15+ years) literacy rate in India is 54.0% for women and 77.0% for
men.
• The most common activity among social media users in India is consuming content.
• 55.0% of social media users in India are spectators – meaning they read blogs, watch videos, or
listen to podcasts. Of these, watching videos is the most common.
• The second most common activity is creating content.
• 39.0% of social media users in India are creators – meaning they publish a blog, publish a
webpage, upload videos or music they created, or write articles or stories and post them.
• In 2009, India ranked #10 in the world for the number of tweets, accounting for 0.97% of all
tweets.

31

Malaysia – Social Media Snapshot

Internet • As of 2009, there were 16.9 million internet users, yielding a penetration rate of Thousands of
Unique Visitors &
Penetration Rates,
November 2009:
Broadband • According to 2010 data, there are 1.3 million broadband households.
• This number will only increase, as Malaysia’s National Broadband Initiative Facebook 5,739 61.6%
(NBI) puts in place a national strategy that will bring broadband to the whole
nation. Friendster 2,258 24.0%

• In 2008, there were 27.7 million mobile phone subscribers. MySpace Sites 1,469 15.6%
Mobile
• In 2009, Malaysia ranked #13 in the world in terms of the number of 3G Betawave Social Sites 1,122 11.9%
Windows Live Profile 1,058 11.3%
Social • Approximately 86.0% of internet users are social media site users.
Media • Malaysia was ranked #8 in the world in terms of gains in Facebook users, from Twitter 470 5.0%
March 2010 to April 2010. Malaysia saw a percentage change of 12.8%,
Multiply 379 4.0%
equivalent to 652,640 users.
• Approximately 24.9% of the Malaysian population, ages 15+, read or Wretch.cc 315 3.4%
write blogs.
Deviantart 314 3.3%
Zedge.net 293 3.1%
Digg 287 3.1%
Scribd 273 2.9%
Ning 248 2.6%
Hi5 210 2.2%
Aimini.net 151 1.6%
Notable:
Baidu Space
YouTube

32

Malaysia – Social Media Case Study

Case Study
Background • When AirAsia, an airline in Malaysia, launched six new routes to India, the company used social media tools
such as Facebook to communicate to customers, and position India as a hip and cool travel destination.

Strategy • AirAsia created a Facebook fan-page to share updates on new promotions and to allow employees and fans
to communicate.
• AirAsia developed a “Travel Wish List” application. This app encouraged users to join their fan page –
members were eligible to win free airline tickets.
• AirAsia created a link on Facebook to direct fans to their Twitter page.
• AirAsia started a blog that contained travel-related stories and announcements posted by readers and
employees.
• AirAsia maintains a channel on YouTube, AirAsiaGroup.

Result • Through social media AirAsia is able to engage and interact with more people which allowed the airline to
break a world record – selling one million tickets in two days.

33

Singapore – Social Media Snapshot
Thousands of
Internet • In 2008, there were 2.6 million internet users, yielding a penetration rate of Unique Visitors, &
Penetration Rate,
September 2009:
Broadband • According to 2010 data, there are 1.0 million broadband households, yielding a
penetration rate of 85.8%. Facebook 1,837 67.4%
Friendster 509 18.7%
Mobile • In 2009, there were 6.9 million mobile phone subscribers, yielding a penetration
rate of 135.0%. Windows Live Profile 491 18.0%
• In 2008, social networking was the 6th most popular mobile activity, with 11.0% of
mobile user respondents saying they participate in it. Betawave Social Sites 271 9.9%
Twitter 269 9.9%
Social • In 2009, there were 2.1 million social network users, yielding a penetration rate of
Media 77.0%. Multiply 224 8.2%
• According to April 2010 data, 81.0% of internet users are social media site users.
• The top website category, ranked by market share of visits, is social deviantART 162 5.9%
networking and forums. MySpace Sites 126 4.6%
• Blogs and personal websites rank 6th.
Digg 95 3.5%
Buzz 79 2.9%
Zedge.net 77 2.8%
Wretch.cc 67 2.5%
Ning 59 2.2%
Aimini.net 57 2.1%
Hi5 53 1.9%
Orkut 48 1.8%
Windows Live People 48 1.8%
LinkedIn 43 1.6%
Baidu Space 40 1.5%

34

Singapore – Social Media Case Study

Case Study
Background • LG One was tasked to promote the LG Lollipop in Singapore, targeted at teenagers and parents. It had
previously been launched in Korea in 2009, where LG created a song titled “Lollipop” and hired the popular
Korean bands Big Bang and 2NE1 to sing it. The bands already had a following in Singapore, thus the
market already had prior knowledge of the phone.

Strategy • Since Facebook is the most commonly visited website by LG’s target market, it was only logical to focus
some efforts there. However, Facebook was used as a marketing tactic in unison with traditional media
outlets.
• LG ran commercials and contests on the radio, and also ran ads in 8 Days magazine.
• The LG team rolled out two online contests, one to vote for the next LG Lollipop color, and the other allowing
users to enter a contest by deigning their own “emoticons” for the phone’s exterior LED cover.
• LG partnered with the BoysLikeGirls Asia Tour 2010 for their January 28 show and gave away pairs of
tickets to the first 250 people who bought the LG Lollipop with StarHub.

Result • Awareness of the brand was raised, as reflected by the increase in search interest results. This showed that
LG One effectively managed to increase visibility of the brand enough to persuade a significant amount of
people to start searching for more information regarding the phone.

35

South Korea – Social Media Case Study

Case Study
Background & • Baskin Robins leveraged one of South Korea’s most popular bands, Big Bang, and launched a user-created
Strategy content (UCC) contest that allowed consumers to express themselves while also promoting its new ice
cream cake “Dream House.”
• To encourage more participation, the public was asked to vote on the UCC’s.
• Both creators and voters had the opportunity to win prizes that ranged from iPods to pieces of clothing from
the band members.

Result • An unofficial media source reported a 135.0% increase in sales as a result compared to the previous year.

36

France – Social Media Case Study

Case Study
Background • Louis Vuitton partnered with Ogilvy PR’s Digital Influence team in Paris to generate positive word of mouth
about the brand among online “influencers.”
• The campaign was not supported by global marketing nor a traditional public relations launch.

Goals • To drive users to Louis Vuitton’s website via organic search.
• To lead users to associate the brand with high quality and emotional values.
• To gather verbal testimonials and “buzz” for the website, which would in turn generate further interest in
Louis Vuitton among key audiences – including the media and affluent customers.

Strategy • Ogilvy used the launch of the new French Louis Vuitton website to start a conversation among relevant
online influencers.
• Exclusive access to the website was given to forty French bloggers specializing in fashion, trends and
communication one week before the launch.
• The bloggers were asked to provide feedback that could be integrated into the website before the launch.

Result • A flood of positive feedback was received, including thirty-five posts in highly influential blogs featuring
positive and enthusiastic coverage of the site.
• Organic search results improved, with the blog posts consistently appearing in the twenty results for branded
and campaign-relevant terms.

37

Germany – Social Media Snapshot

Internet • According to 2010 data, there are 49.7 million internet users, yielding a Thousands of
In order of popularity: Unique Visitors,
March 2010:
Broadband • According to 2010 data, there are 25.2 million broadband households, yielding a Facebook 12,072
StayFriends 6,954
Mobile • According to 2010 data, there are 111.1 million mobile subscribers, yielding a
penetration rate of 135.0%. wer-kennt-wen 6,135
• In 2009, Germany ranked #6 in the world for the number of 3G subscriptions –
over 22.6 million. studiVZ 4,009
• In 2009, the smartphone penetration rate in terms of total mobile users was meinVZ 3,662
17.0%.
• By 2014, this penetration rate is estimated to increase to 33.0%. Notable:
• In 2009, it was estimated that there were 1.1 million mobile social network users – MySpace
approximately 12.8% of all mobile internet users. Orkut
MSN Spaces
Social • In 2009, Germany ranked #7 in the world for the number of tweets, accounting for
Media 1.58% of all tweets.

38

Ireland – Social Media Snapshot

Internet • In 2008 there were 2.0 million internet users, yielding a penetration rate of 49.6%. Penetration Rate
Among
In order of popularity:
Respondents*,
Broadband • In 2009, there were approximately 0.89 million broadband households.
November 2009:

Mobile • In 2008 there were 5.4 million mobile subscribers. LinkedIn 45.0%
• In Q4 2009, there were over 5.3 million 2G & 3G subscriptions, yielding a
penetration rate of 119.0%. Facebook 42.0%

Social • According to data from January 2010, the most popular online activities are (% of Twitter 40.0%
Media respondents):
YouTube 21.0%
• Sending and receiving email (91.0%)
• Do research/get information (64.0%) Bebo 11.0%
• Online shopping (53.0%)
• Social networking sites such as Facebook, Bebo and MySpace (52.0%) Wikipedia 9.0%
• Online banking (51.0%) Notable:
• Make travel/holiday bookings (50.0%) MySpace
• Watching YouTube Videos (48.0%)
Note: Top social networking sites among marketers.
• Access information for education (38.0%) n=138
• Download music (e.g., for iPod of MP3 player) (33.0%)
• Email, upload or store photographs (33.0%)
• Use instant messenger (e.g., MSN) (26.0%)
• Play online games (21.0%)
• Watching online video (21.0%)
• Downloading movies (14.0%)
• Streaming movies/TV shows (14.0%)
• Online gambling/betting (6.0%)
• Other (2.0%)

39

Portugal – Social Media Snapshot

Internet • In 2008, there were 7.8 million internet users, yielding a penetration rate of 73.8%. Notable:
Hi5
Broadband • In 2008, there were 1.6 million broadband households.

Mobile • In 2008, there were 14.9 million mobile subscribers.
• In 2009, Portugal ranked #17 in the world in terms of the number of 3G subscriptions
– approximately 5.2 million.

Social • Portugal was ranked #6 in the world in terms of gains in Facebook users from March
Media 2010 to April 2010. Portugal saw a 20.9% change in users, equivalent to
approximately 301,760 users.

40

Spain – Social Media Snapshot

Thousands of
Internet • According to 2010 data, there are 24.1 million internet users, yielding a penetration In order of popularity: Unique Visitors,
rate of 59.5%. December 2008:

Broadband • According to 2010 data, there are 8.7 million broadband households, yielding a Tuenti 5,644
Facebook 4,316
penetration rate of 117.0%. Fotolog 3,351
• In 2009, Spain ranked #7 in the world for the number of 3G subscriptions – Hi5 1,997
approximately 22.0 million.
• In 2009, it was estimated that there were 1.1 million mobile social network users in Metroflog 1,937
Spain – approximately 16.7% of all mobile internet users.
Sonico 1,629
Social • In September 2009, there were approximately 19.0 million social network users.
MySpace sites 1,462
Media • Spain ranked #10 in the world in term of gains in Facebook users from March 2010 to
April 2010. Spain saw a 6.7% change, equivalent to 584,880 users. Badoo 1,249
• In 2009, 13.0% of Spanish internet users were blog writers.
Netlog 339
Skyrock 289

41

United Kingdom – Social Media Snapshot

Thousands of
Internet • According to 2010 data, there are 44.1 million internet users, yielding a penetration In order of popularity: Unique Visitors,
rate of 72.0%. May 2009:

Broadband • According to 2010 data, there are 18.5 million broadband households, yielding a Facebook 23,860
Bebo 8,546
Windows Live Profile 6,891
• In 2009, the U.K. ranked #5 in the world in terms of the number of 3G MySpace sites 6,531
• In 2009, the smartphone penetration rate in terms of total mobile users was Twitter 2,670
17.0%. Digg 1,759
• In 2008 there were 8.1 million mobile internet users. Friends Reunited Group 1,629
• In 2009, it was estimated that there were 3.5 million mobile social network users –
Tagged 1,625
approximately 30.9% of all mobile internet users.
deviantART 1,453
Social • In 2009, the U.K. ranked #2 in the world for the number of tweets, accounting for
Media 8.09% of all tweets. Buzznet 1,370

42

Mexico – Social Media Snapshot

Penetration Rate
Internet • According to 2010 data, there are 30.4 million internet users, yielding a 27.0% Among
penetration rate. In order of popularity: Respondents*,
• Mexico ranks #2 in Latin America in terms of the number of internet users. February-April
2008:
• Internet penetration in Mexico has been limited by infrastructure issues, however,
technology is rapidly improving. Hi5 58.0%
Broadband • According to 2010 data, there are 8.9 million broadband households, yielding a MySpace 34.0%
Windows Live Spaces 31.0%
Mobile • In 2009, there were 83.5 million mobile subscribers, yielding a penetration rate of
77.4%. Facebook 23.0%
• Mobile access is not a major gateway to the internet.
Sonico 12.0%
• Only 7.0% of those who have mobile internet access use it.
• In 2009, the smartphone penetration rate in terms of total mobile users was 3.0%. Metro Flog 11.0%
• By 2014, this penetration rate is expected to increase to 12.0%.
Blogger 9.0%
Social • In 2008, there were approximately 5.1 million social networking users.
• Approximately 73.0% of internet users. Flickr 8.0%
Media
• Mexico was ranked #5 in the world in terms of gains in Facebook users from Note: n=1,030, ages 14+
March 2010 to April 2010. Mexico saw a 10.4% change, equivalent to
approximately 885,440 users.
• According to the country director of Google Mexico, the country is one of the
biggest consumers of YouTube in the world.
• Blogging is another popular form of social media in Mexico.
• 88.0% of internet users are blog readers.
• 60.0% of internet users are blog writers.

43

United States of America

United States of America
2010:
Internet Penetration
221.0M internet users (71.2%)1
2010:
Broadband Penetration
79.5M broadband households (67.3%)1
2010:
291.2M subscribers (78.0%)1

2010:
Mobile Penetration
83.5M mobile internet users1

2010:
32.7M mobile social network users1

Facebook Penetration: 125,560,420 users
June 2010 26.97% of the global audience2

44

Asia-Pacific

South
Australia China India Japan Malaysia Singapore Taiwan Thailand
Korea
2010: 18.7M
2010: 518M 2010: 2010: 2010: users1
2010: 14.8M 2009: 2008: 2.6M 2009: 16.1M
Internet users 63.6M 93.4M 36.9M
users 16.9M users users users
Penetration (38.9%)1 users users users 2008: 15.1M
(68.8%)1 (65.7%)2 (53.7%)1 (24.4%)2
(5.4%)1 (73.7%)1 (75.9%)1 users
(65.7%)1
2010:
2010: 116.7M 2010: 2010:
2010: 6.5M 32.5M 2010: 1.0M 2010: 5.1M
Broadband households 10.0M 2010: 1.3M 15.3M 2009: 891K
households households households households
Penetration (27.9%)1 households households2 household households2
(75.8%)1 (66.8%)1 (85.8%)1 (60.5%) 1
(4.6%)1 s (90.2%)1

2010: 2010: 2009: 2009:
855.5M 604.1M 112.8M 46.8M
subscribers subscribers subscribers subscriber
(64.3%)1 (51.5%)1 (72.6%)1 s (96.0%)1
2009: 25.2M 2008: 2009: 6.9M 2008: 25.4M
Mobile 2008: 62.0M
subscribers 27.7M subscribers subscribers
Penetration 2010: 2010: 2009: 2009: subscribers3
(105.6%)1 subscribers3 (135%)1 (110.3%)1
372.8M 12.1M 87.5M 27.7M
mobile mobile mobile mobile
internet internet internet internet
users1 users1 users1 users1
8,799,480 9,431,860 1,139,480 6,795,860 2,141,160 826, 160 6,585,860 3,627,580
45,760 users
Facebook users users users users users users users users
0.01% of the
Penetration: 1.91% of the 2.05% of 0.25% of 1.47% of 0.46% of 0.18% of 1.43% of the 0.79% of the
global
May 2010 global the global the global the global the global the global global global
audience4
audience4 audience4 audience4 audience4 audience4 audience4 audience4 audience4

45

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