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Social Media
globalwebindex.net
Key trends, impacts and role for brands
IAB Europe Interact June 12th 2009
Tom SmithTrendstream
Director [email protected]
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Today
Preliminary results from the Global Web Index UK and US data
Motivations for using the web Social media usage trendsHow social media is driving change – video exampleThe impact of social mediaRole for brands and challenge for advertising
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Dedicated to understanding the global impact of communications technology
Trendstream – global technology focus
Global Web Index
Trend-watching
Communications Technology focused research
Education / training
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Previously, Head of Consumer Futures at global media agency Universal McCann
Created ‘Wave’, global tracking research into social media usage, measuring adoption and usage in over 30 countries
About me: 4 years of social media research
globalwebindex.net
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What: Research service that measures the web world-wide, focusing on behaviour, motivations and impact
How: Based on 32,000 consumers surveys a year in 16 markets
Output: Access data through an online tool, trend overviews, analysis and bespoke reports
The Global Web Index
globalwebindex.net
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New focus
Consumer Purchasing
Web + Social Media
Marketing /Comms
Brands
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32,000 consumer opinions annually
Jun
e 2
00
9
De
cem
be
r 20
09
Wave 1 Wave 2
16,000 respondents
16,000 respondents
16-64 active web users (online monthly)
Representative by age, gender, income volume of usage, region
Self completion online questionnaires conducted via Lightspeed global panels
30 minute survey
Local language32,000 annual survey release
globalwebindex.net
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16 markets at launch
USA
Canada
Mexico
Brazil
Spain
UK
Netherlands
Italy
France
Germany
Russia
China
India
Japan
South Korea
Australia
globalwebindex.net
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Delivering with Lightspeed
Survey design. Analysis. Insight. Trends. Presentations. Workshops.
Scripting. Panel management. Data Collection. Data processing.
globalwebindex.net
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Social Media
Micro-blogs
VideoSharing
Photo Sharing
Wikis
Forums
Blogs
Podcasts
Video
Social media: hundreds of access points
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• A movement• Consumer driven
– Network– Content – Knowledge
• Everything socialised
Social Media: changing the whole web
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Social fulfils our motivations
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Source: Global Web Index, Pilot survey. UK data. June 2009
UK: Purchase driven
globalwebindex.net
Think about how important these reasons are for you using the Internet.
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Source: Global Web Index, Pilot survey. UK data. June 2009
Top drivers: Knowledge. Connection. Entertainment
globalwebindex.net
Knowledge
Connection
Entertainment
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18-34 35-54 55-64
Research / find products to buy Research / find products to buy Research / find products to buy
Stay up to date on news / events Research how to do things Research how to do things
Stay in touch with friends Stay up to date on news / events Stay in touch with friends
Research how to do things Stay in touch with friends Stay up to date on news / events
Entertainment Research for work Education
Age: motivations are consistent
Source: Global Web Index, Pilot survey. UK data. June 2009
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Women: more motivated to stay in touch
Source: Global Web Index, Pilot survey. UK data. June 2009
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55+: Opinions not content
Source: Global Web Index, Pilot survey. UK data. June 2009
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• 83% use search to research purchases
• Search increasingly dominated by consumer driven media
• “Samsung Netbook” > 8 out of top 10 results are social
Knowledge: driven by social media
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• Hudson river crash• Turkish airlines crash at
Schipol airport• Mumbai terrorist attacks
Knowledge: broken by social media
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• YouTube– 1.2bn streams a day
– Last year more bandwidth than the whole internet in 2000
– Second largest search engine in the world
– Just 3% can be commercialised
Entertainment is social
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Social media is mass market
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Source: Global Web Index, Pilot survey. UK data. June 2009
Video leads passive. Photos number 1 sharing channel
globalwebindex.net
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Source: Global Web Index, Pilot survey. UK data. June 2009
Men lead content creation
globalwebindex.net
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Source: Global Web Index, Pilot survey. UK data. June 2009
Clear age bias in content creation
globalwebindex.net
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Clear Hierarchy
Video
Forums
Social Networking
Photos
Blogging
Micro-Blogging
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Video – driven by social media
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US Video – incredibly active sharing environment
62% watch a week30% share20% upload
Global Web Index USA pilot survey January 2009
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In scale – already the size of network TV
Global Web Index USA pilot survey January 2009
Based on Comscore universe estimates of 167m users. TV universe figures sourced from WARC
Weekly universe estimates
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Music and UGC lead consumption
Global Web Index USA pilot survey January 2009globalwebindex.net
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Social media driving the viewing landscape
Global Web Index USA pilot survey January 2009
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Viewed video on a blog in last 7 days
Social video: engages a premium audience
Global Web Index USA pilot survey January 2009globalwebindex.net
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Sharing: Small minority drive the mass of sharing
Global Web Index USA pilot survey January 2009
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Sharing is external and informal
Global Web Index USA pilot survey January 2009
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• Mass market video platforms just over 3 years old
• In ten years: Global TV platform?
• Will be open and consumer driven
• Challenge for advertising
Transforming the moving picture
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Social Media – The impact
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Friends Face to Face:
32
Work colleagues:
Face to Face
28
Friends Face to Face:
17
Work colleagues:
Face to Face
28
18-24 45-54
Typically friendship groups shrink with age
Global Web Index UK pilot survey March 2009
Below is a list of different ways that you can maintain contacts with people. Please can you indicate how many people do you stay in touch with via the following means?
globalwebindex.net
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Friends Face to Face:
32
Work colleagues:
Face to Face
28
Social Network:
88
Microblog
43
Friends Face to Face:
17
Work colleagues:
Face to Face
28Social
Network:
31 Microblog
45
18-24 45-54
Massive digital connections maintain contacts
Global Web Index UK pilot survey March 2009
Below is a list of different ways that you can maintain contacts with people. Please can you indicate how many people do you stay in touch with via the following means?
globalwebindex.net
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Networks of strangers
Facebook LinkedIn Twitter
9% 4% 0.3%
Percentage of people I would phone up for a beer
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0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00
Your country’s leader / politicians
CEO of a well known company
A well known celebrity
A journalist for a national newspaper
A presenter on a popular television show
The main contacts on your microblog e.g Twitter
A radio presenter
The author of a blog you read regularly
A television news reader
Store worker
A consumer who reviews on a retail website
A good contact on a social network
A neighbour
A work colleague
A close friend
A family member
How much do you trust 1- 5
When you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? (5 trust strongly 0 = no trust)
Source: Global Web Index, Pilot survey. UK data. March 2009
We trust strangers more than professionals
globalwebindex.net
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Trust of strangers higher in younger groups
18-24 55+1 A family member A family member
2 A close friend A close friend
3 A work colleague A work colleague
4 A consumer who reviews on a retail website A neighbour
5 A good contact on a social network A good contact on a social network
6 A neighbour A consumer who reviews on a retail website
7 The author of a blog you read regularly Store worker
8 Store worker A television news reader
9 A television news reader A radio presenter
10 A radio presenter The author of a blog you read regularly
Source: Global Web Index, Pilot survey. UK data. January 2009
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• Trust total and complete strangers
• Globally connected • Strangers drive our
knowledge, ideas and decisions
New perspective on the world
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Social Media – Role for brands
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Demand for 2 way involvement
Looking at the following ways that a brand can interact with you. What is your opinion ?
Source: Global Web Index, Pilot survey. UK data. June 2009
Improves my opinion of the brand
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Demand for 2 way involvement
Page in a social
network to provide
feedback
Listening to comments in a social network /
forum
Be my
friend
24% 22% 6%
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• Listening• One to one conversation• Driving advocacy• Challenge for advertising
– No media spend becomes as effective as media spend
• PR + Research + Customer Service
New role in Social Media
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Drives business
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• Communicating groups, forums etc
• Sponsorship • Supporting content / platforms• Providing more relevancy
New role for advertising in Social Media
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Summary
USA
Canada
Mexico
Brazil
Spain
UK
Netherlands
Italy
France
Germany
Russia
China
India
Japan
South Korea
Australia
globalwebindex.net
• Social media is transforming the web• Consumers driving content consumption• New role for brands• Challenge to advertising growth
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globalwebindex.net
Global data in July
Report to download now:
Online Video: 2009 is Primetime
Slideshare.net/tomtrendstream
Trendstream.net
More information
globalwebindex.net