Guillaume Théaudière, Stratège Médias Universal Mc Cann (www.umww.com) présente Wave 5 : The socialisation of brands, une étude sur les usages des médias sociaux dans le monde avec un focus sur les marques et la manière dont elles peuvent les utiliser.

1. The Socialisation
of Brands
Social media tracker - 2010
The Socialisation of Brands 1

2. Hello
Welcome to Wave:
The largest and longest running
dedicated social media study in
the world.
The Socialisation of Brands 2

3. The expanding Wave universe Wave 5
Algeria
Argentina Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Wave 4 Czech Republic
Denmark
Australia Ecuador
Austria Egypt
Belgium Estonia
Brazil France
Canada Germany
China Hong Kong
Colombia Hungary
Wave 3 Czech Republic India
Denmark Italy
Australia Ecuador Ireland (ROI)
Austria Finland Japan
Brazil France Korea
Canada Germany KSA
China Hong Kong Kuwait
Czech Republic Hungary Latvia
Wave 2 Denmark India Lebanon Lithuania
France Italy Malaysia
Australia Germany Japan Mexico Netherlands
Brazil Greece Korea Norway
China Hong Kong Latvia Oman
France Hungary Lithuania Philippines Poland
Wave 1 Germany India Malaysia Portugal
Greece Italy Mexico Qatar
Australia India Japan Netherlands Romania
Brazil Italy Korea Norway Russia
China Japan Mexico Peru Serbia
37,600 54
France Korea Netherlands Philippines Singapore
Germany Malaysia Pakistan Poland Slovakia
Italy Mexico Philippines Portugal South Africa
India Pakistan Poland Romania Spain
Japan Philippines Romania Russia Sweden
Korea Russia Russia Singapore Taiwan
respondents countries Mexico
Philippines
Singapore
Spain
Spain
Switzerland
South Africa
Spain
Thailand
Tunisia
Russia Taiwan Taiwan Sweden Turkey
Spain Thailand Turkey Turkey UAE
UK UK UK UK UK
US US US US US
The Socialisation of Brands 3

4. The continuing Wave
story
2006
content
15 countries 21 markets
7,500 respondents 10,000 respondents
2008
influence
29 countries
2009 17,000 respondents
Motivations
38 countries
23,200 respondents
2010
brands
54 countries
37,600 respondents
The Socialisation of Brands 4

5. The social challenge for brands
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6. Methodology
• Wave has retained the same methodology from Wave 1 to Wave 5, enabling
comparison across Waves
• All research is conducted on UM’s in-house research system, Intuition
• We have surveyed 37,600 16-54 Active Internet Users in 54 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
The Socialisation of Brands 6

7. Hello
Q: “Thinking about the internet, which of the following have you ever done?”
100%
Read blogs / weblogs
90% Start my own blog/ weblog
Leave a comment on a blog site
80%
Upload my photos to a photo sharing site
Upload a video clip to a video sharing site
70%
Watch video clips online
60% Create a profile on a social network
% Ever Done
Manage a profile on a social network
50% Visit a friend's social network page
40%
30%
20%
10%
0%
Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08 Wave 4 March 09 Wave 5 July
2010
The Socialisation of Brands 7

8. The new social
landscape
Means and motives
The Socialisation of Brands 8

9. Multi-faceted social networks
Q: “Which of the following do a good job when you want to...”
Be creative
Stay in touch with 50 Change opinions
friends
Share new experiences 40 Earn respect
30 Explore the world
Share knowledge
around me
20
Seek other people's
Express yourself
opinions 10
0
Promote yourself Feel like you belong
Meet new people Hang out or waste time
Manage my life better Have Fun/be entertained
Make money Keep up to date
Make contacts for work Learn something new
Instant Messenger Message Boards Blogs Video Sites Social Networks
The Socialisation of Brands 9

10. Growing fast
90%
Create a profile on a
social network
80%
Manage a profile on a
70% social network
Visit a friend's social
60% network page
50%
% Ever Done
40%
30%
20%
10%
0%
Wave 1 Sep Wave 2 Wave 3 Wave 4 Wave 5
06 June 07 March 08 March 09 July 2010
Q: “Thinking about the internet, which of the following have you
ever done?”
The Socialisation of Brands 10

11. This is community growth 60 52,0
38,8
on a 40
29,7
phenomenal scale
20
0
Global
53,0 50,0 57,0
47,0
39,5 36,3 40,6
31,2 31,8 30,7
16,7 15,6
USA China Russia UK
74,0 41,0
66,0
57,5 57,9 58,0
50,5 43,2
34,6 25,2
17,6 14,1
Brazil India Italy Germany
47,0 Q: “Approximately how many people do you stay in contact
40,0 with through the following means?” Social Network
34,7
23,8 (average)
16,5
11,7
Wave 3 Wave 4 Wave 5
Spain France
The Socialisation of Brands 11

12. Content sharing growth : a slower pace
100%
Upload my photos to a photo
90%
sharing website
80%
Visit a photo sharing website
70%
Upload video clip to video
60% sharing website
50%
Watch video clips online
40%
30%
20%
10%
0%
Wave 3 2008 Wave 4 2009 Wave 5 2010
Q: “Thinking about using the internet, which of the following have you done in the last 6 months?”
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13. Blogs & forums move away from personal
topics
Q: “When you read blogs, which of the following types of blogs do you read
most often?”- Amongst those who have read a blog in the last 6 months, “Which
of the following have you done with your social networking profile?” - Amongst
those who have used a social network in the last 6 months
50%
Personal Blogs (diary
45% sites)
Family/friend Blogs
40%
35% Write a blog on my social
network
30%
25%
20%
15%
10%
5%
0%
Wave 3 2008 Wave 4 2009 Wave 5 2010
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14. And specialise
Q: “When you read blogs, which of the following types of blogs do you read
most often?” - Amongst those who have read a blog in the last 6 months
40%
News/Current Affairs
Product recommendations
35% Music
Technology
30% Business (general news & opinion)
Business news- relevant to my
current job
A company/brand blog
25%
Science
Sport
20%
Film/TV
Gaming
15%
Travel (holidays, destinations)
Celebrities
10%
Wave 3 2008 Wave 4 2009 Wave 5 2010
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15. The rise of microblogging
Q: “Thinking about using the internet have you used a
microblogging service like Twitter or Jaiku in the last 6 months?”
40%
35%
30%
25%
20%
15%
10%
5%
0%
Wave 4 2009 Wave 5 2010
The Socialisation of Brands 15

16. A connected generation
Q: “Thinking about using the internet on your mobile device, which of the
following have you done in the last 6 months?” - Amongst all who have
accessed the internet via a mobile device and smartphone owners
0% 10% 20% 30% 40% 50%
Use Instant Messenger
Watch video clips online (e.g youtube.com)
Read blogs / weblogs
Visit a friend's social network page
Visited an official company / brand…
Visit a photo sharing website (e.g…
Visit a message board / forum
Upload my photos to a photo sharing…
Shared a music file / mp3 with a friend
Started a topic on a message board/ forum
Post / write stories for my own blog /…
Manage a profile on an existing social…
Leave a comment on a blog site
Share a video clip with a friend
Used micro blogging service like…
Joined an online community around a…
Upload a video clip to a video sharing…
Create a video to upload online
Joined a professional social networking site
Created an online community around…
Mobile device Smartphone owners
The Socialisation of Brands 16

17. Different audiences, different needs
Q: “Thinking about companies in the computer software category, which of
following statements describes the kind of interaction you would like to have with
these companies?” amongst those who create content or seek information in the
category.
An opportunity to learn
something new
100%
Access to unique events An opportunity to
or competitions 80% develop my skills
60%
Contact employee 40% Access to breaking
decision maker &
news
influence prod… 20%
0%
Tools help express
Free coupons/money
creativity & make
off vouchers
something worth…
A personal response to Access to fun and
my issues/ complaints entertaining content
Communicate & share
experiences with other
customers
I create content and collaborate
with people and companies in
this category
I often/sometimes seek
information in this category to
The Socialisation of Brands keep up to date 17

18. The Socialisation
of Brands
The Socialisation of Brands 18

19. Are people moving away from traditional
brand spaces online?
Q: “Thinking about using the internet, have you visited an
official brand/company website in the last 6 months?”
86%
84%
82%
80%
78%
76%
74%
72%
70%
Wave 3 2008 Wave 4 2009 Wave 5 2010
The Socialisation of Brands 19

20. There is certainly a move towards
engaging brands in social spaces
Q: “Which of the following have you done with your social
networking profile?” -Amongst those who have used a social
network in the last 6 months”
50%
Wave 4 2009
Wave 5 2010
40%
30%
20%
10%
0%
Affiliate with or become a Join a group
fan of a brand
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21. Large numbers are already joining brand
communities
Q: “Have you ever joined a brand community online?”
100%
50%
0%
The Socialisation of Brands 21

22. Is this true for all categories?
Health Movies Music
Telecomms
75% 74% 73% Travel
71%
71%
Food Cars
Software 70% Finance
63%
71% 67%
Q: Amongst those who show an interest in an category, how many want an interaction with companies in that category (i.e. At
least one or more interaction). These included a range of interactions from getting access to advance news of products to being
able to access decision makers and influence product development
The Socialisation of Brands 22

23. So why are people joining brand
communities?
Q: Agreement with the descriptions of why they joined a brand community amongst
those have ever joined a brand community online by region.
To support a cause I
like
100%
To share my
To get advance news
80% appreciation with
of products
others
60%
40%
To associate with
Because it was 20% something I think is
recommended to me
cool
0%
To learn more about
To fill time/have fun
it
To feel part of a like-
To get free content
minded community
LatAm Middle East & Africa Asia & Oceania North America Europe
The Socialisation of Brands 23

24. What is the benefit to brands?
Q: “As a result of joining a brand community, please indicate how much you agree with the following statements?”
72% 71% 66% 63%
“I thought more “I am more likely to “I felt more loyal “I recommended
positively of the brand” buy the brand” towards the brand” others to join”
The Socialisation of Brands 24

25. The Socialisation of Brands roadmap
Map the
Understand social landscape
Identify the
how and, more of the category Identify the
platforms
importantly, why you are operating social needs
that best meet
people use in and where your of the consumer
those needs
social media consumer fits in
that landscape
The Socialisation of Brands 25

26. The social landscape of categories
Q: “Thinking about how you seek and share information regarding different products and services, which of the following statements best describe how you seek and share information in
each of the following categories?” Numbers of consumers (in 000’s). Note: consumers can be active in more than one segment within a category.
Wines, spirits & alcohol
Non-alcoholic drinks
Luxury goods
Cosmetics
Console/P.C. Gaming
Sport
Cars
Portable technology
Fashion
Energy & environment
Computer Hardware
Personal finance
Household products
Home technology
Travel
Mobile phones and services
Computer Software
Food
Health & well being
Music
Movies
I create content and collaborate with people and companies in this category
I share opinions, content and information in this category
I often seek information in this category to keep up to date
I sometimes seek information in this category when I need it
The Socialisation of Brands 26

27. Different categories, different needs
Q: “Thinking about companies in the following categories, which of following
statements describes the kind of interaction you would like to have with these
companies?” amongst those who show an interest in the category.
Access to fun and
entertaining content
50%
Contact employee
decision makers & Access to breaking
influence product
40% news
development
30%
20%
Tools help express
creativity & make 10% An opportunity to learn
something worth something new
sharing
0%
An opportunity to Access to unique events
develop my skills or competitions
A personal response to Communicate & share
my issues/complaints experiences with others
Movies Health & well being
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28. Mapping needs to platform
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29. The future
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30. Wave 6, coming soon
To be released by end of 2011
What is the value of Social Media ?
Does it activate the purchase intent ? Does it build a deeper emotional bond ?
Our goal is to connect Social Media with client objectives.
What is the engagement pattern ?
We want to understand the means with which consumers want to interact with brands. Which social
space ? Which device ?
The Socialisation of Brands 30

31. Thank you
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