dynamic logic adreaction 2009 - what marketers should know about who’s getting social & why
DESCRIPTION
Results from the AdReaction 2009 survey conducted by Millward Brown's Dynamic Logic, which measured consumer opinions and perceptions of various types and formats of advertising.The study focused on the social media realm:–Consumers’ relationship with social media in general–Reactions to advertising on social media sites–Exploration into the types or segments of consumers who participate–Implications for MarketersTRANSCRIPT
Title of Presentation
Date 2009
What marketers should know about who’s getting social & why
January 2010 @DynamicLogic
Brands + Consumers + Social Media:
Dow Jones Index
US Online Ad Spending*
Consumer Confidence Index**
Facebook Users^
US Blog Readers*
Global Ad Spending*
US Television Ad Spending*
What a difference 2 years makes…
Twitter Users*
- 2007 - - 2009 -
10,344
13,371
49.5
87.3
$67.8B
$66.9B
$482.7B
$438.9B50M
350M
94.1M
116.1M
$24.5B
$21.2B
0
18M
2*eMarketer, ** Conference Board , ^Facebook
With 59% of online users actively participating, social media presents marketers with the opportunity to reach engaged consumers
Source: Dynamic Logic’s AdReaction 6 Study, December 2009; n=2,000 U.S. respondents
Q: Please indicate how involved you are in the following online activities.
Base (2,000)3
*Source: Compete Ranks Social Network Sites Based on Monthly Visits
About AdReaction
• Recurring survey conducted by Dynamic Logic aimed to measure consumer opinions and perceptions of various types and formats of advertising
• 2009's study, our 6th installment, focuses on the social media realm:
– Consumers’ relationship with social media in general
– Reactions to advertising on social media sites
– Exploration into the types or segments of consumers who participate
– Implications for Marketers
• Methodology/Details
– 2,000 respondents from the Lightspeed Research panel that are representative of the Internet population
– Data gathered end of Q3 2009
– Results were weighed based on site compositions of the top social networking sites*: Facebook, MySpace, Twitter, LinkedIn, Tagged and Flixster
• Contributors: Sara Beaty, Katie Frey, Joe Gonzalez, Girish Lalla, Chris Murphy, Marie Ng, Ali Rana and Heather Stern
4
Who’s getting social?
AdReaction IngredientsOverall Sample Size 2,000 US Internet Users
Who’s getting social?
Ages 13-17:
Ages 18-34:
Ages 35-44:
Ages 45-54:
Ages 55+:
Audiences of all ages are now involved in social media
55% ofall 55+ respondents
67% ofall 45-54 respondents
78% ofall 35-44 respondents
94% ofall 18-34 respondents
87% ofall 13-17 respondents
24%more visitation than AdReaction 2007
28%more visitation than AdReaction 2007
56%more visitation than AdReaction 2007
150%more visitation than AdReaction 2007
-*
Source: Dynamic Logic’s AdReaction 6 Study, December 2009; n=2,000 U.S. respondents*Teens not included in AdReaction 2007 survey 6
Facebook is the most frequented but most users still are members of multiple sites
• Majority of users are members of two or more sites
• Among our sample, Facebook is the most frequented
Q: Have you heard of the following sites? (based on “I’ve visited” & “I’m a member” responses)
Base (2,000)
Sites Visited
28%
25%13%4%
2%
28%
1 Site 2 Sites
3 Sites 4 Sites
5+ Sites Non-members
Membership by # of Sites
7
40%
72%
17%
48%
25%
14%
25%
19%
34%
13%
58%
33%
<6 Months 6 Month - 11 months 1+ years(s)
Not surprisingly, MySpace has the most tenured member base, while Twitter's is the newest
• 83% of Twitter members joined during the past year
Q. How long have you been visiting the following site(s)?
Site Tenure
Base (906) Base (254)Base (1150) Base (397)
8
Facebook and Twitter are experiencing the largest growth in site usage
• Over half of Facebook members say they are using it more often now than they were 6 months ago
• 30% of those that considered MySpace their primary site 6 months ago, now list Facebook as their site of choice
Q. In the last six months, how has your usage of the following site(s) changed, if at all?
Changes in Site Usage
Base (1150) Base (906) Base (397) Base (254)
9
Under control... for now: So far, advertising isn’t the main reason for people switching their primary site
Q: Why did you switch to a new site? (Check all that apply) – Asked among respondents whose current site did not match what they claimed to be their primary site 6 months ago
Reasons People Switch
Majority of people who switched their primary site in the past 6 months did so in order to join their friends
• However, 8% claim to have switched due to advertising overload
Base (367)
10
50
53
56
43
39
48
27
24
30
11
6
Opinions of advertising across traditional media have decreased over the past 2 years; however, digital (online & mobile) remains the same
AdReaction 2007 AdReaction 2009
47
45
42
35
37
39
28
24
29
10
6
TV
Magazine
Newspaper
Radio
Cinema
Outdoor
Product Placement
Online
Direct Mail
Mobile
Telemarketing
1 in 4 are favorable towards online
advertising, same as 2 years ago
Top 2 Box Score
Source: Dynamic Logic’s AdReaction 6 Study, December 2009; n=2000 U.S. respondents; Dynamic Logic’s AdReaction 5 Study, October 2007; n=933 U.S. respondents
Q: How would you characterize your attitude towards each of the following types of advertising?
11
Question: How would you characterize your attitude towards each of the following types of online advertising? (Top 2 Box)
Opinions of social media advertising are on par with online ads overall, including online video
Online: 24%(same in 2007)
Online Video: 22%(up from 18% in 2007)
Non-opt-in e-mail: 8%(7% in 2007)
Opt-in e-mail: 32%
(33% in2007)
Online Search: 24%
(26% in 2007)
Social Media/Networking: 22%*
Advergames: 17%
(20% in2007)
Source: Dynamic Logic’s AdReaction 6 Study, December 2009; n=2000 U.S. respondents; Dynamic Logic’s AdReaction 5 Study, October 2007; n=933 U.S. respondents* Not measured in 2007
12
No Joke: Funny ads are most remembered but relevance is key – something social media is good at
Relevant to me
Informative
Shocking or unexpected
Funny
Celebrities
Source: Dynamic Logic’s AdReaction 6 Study, December 2009; n=2,000 U.S. respondents; Question. Thinking about advertising in general, what types of ads do you remember? 13
Advertising Tolerance by Members
16
22
25
23
20
24
10
11
6
7
8
5
39
33
44
49
46
48
34
34
24
21
24
22Not willing to accept more
Would stop using this site
Not willing but will
tolerate
Willing to accept
more
More Tolerant(Top 2 Box)
Less Tolerant(Bottom 2 Box)
Almost ¾ of social media users would be willing to tolerate more advertising on the sites they visit in exchange for continued free access
Q: Thinking about the site(s) that you visit, how willing would you be to accept more advertising on the site(s) in order to keep it free?
(1,150)
(397)
(906)
(254)
(72)
(135)
14
Lets look a little deeper
15
Twitter is considered new, different and growing, while Facebook is cementing its base
Base (1971) (1965) (1946) (849)
Is A Site For Someone Like Me
Makes Me Feel Connected With People
Is Cool
Is Easy To Use
Has Most Of My Friends As Members
I Can Trust This Site With My Personal Information
Is Innovative And Forward Thinking
Listens To Member Feedback
Offers Something Different
Gives Me Access To A Wealth Of Information
Is Becoming More Popular
Q. For each of the following statements below, choose which site the statement best describes. You may select more than one site for each statement.
16
% % % %
Twitter is used as an information digestion platform while Facebook appears to be more nostalgic in nature
Am able to keep in touch with distant family members
Am concerned about how much of my information is being shared with others
Am more productive at work
Feel more connected to old acquaintances
Feel more informed about current events
Feel more informed about political issues
Feel more informed about pop culture
Q: How much do you agree or disagree with the statements below? Since joining (site) I… (Yes Definitely/Somewhat)
Base (Primary Site) (927) (482) (93) (81)
Since joining (site) I…
17
About those followers
Base (158)
Among those who follow brands, retail is the most popular category, followed by CPG and Tech
Question: What types of companies or brands do you follow or keep up with via social networks? (Check all that apply)
Retail
CPG
Technology
Sports
Restaurants
Travel
Banks/Finance
Quick ServiceRestaurants
Auto
Composite Scores
Retail: Retail stores, Online shopping sites or Fashion/Designers
CPG: Food or Drink products/brands
Technology: Technology or Telecommunication companies
Travel: Airlines & Hotels
19
• 13% of users leverage social networks to follow brands
Q: Please select any of the following reasons you choose to follow brands or companies on social networking sites. (Check all that apply)
CPG%
Retail%
Technology%
What’s their motive?
“Info about new products” and “sales/discounts” are paramount across all three verticals
Info about new products
Company news
Sales/Discounts
Sharing thoughts/ideas
Contests and giveaways
Reading people’s responses
Like the brand
20
A quick look at our segmentation
A Social Media Segmentation
• Cluster Criteria:
– Social Media Tenure & Frequency
– Social Media Activities
– Relationship with brands on social media
– General attitudes toward social media
• Using the cluster criteria above, a segmentation was run on social media users, ages 18 and up, creating four key segments: Fanatics, Virtual Voyeurs, Taking Care of Business, and Late to the Party.
• For additional insight into the younger social media users, we bundled results from Teens demographic, ages 13-17, and reported on this group separately from the segmentation scheme.
We developed a segmentation to gain a deeper understanding of different types of social media usage
22
What kind of social media user are you?
* Teens demo analyzed separately from other segments
Fanatics
26%
• Most Enthusiastic
• Engaged
• Highly Involved
• Ahead of times
• Influencers
• Young: 67% are <34
• 33% online 30+ hrs/wk
Taking Care of Business
19%
• Engaged & active but enthusiasm slowing
• Early adopters:41% have been on Facebook 1+ years
• More “corporate”:LinkedInOnline BankersHigh Income
• More middle-aged
Virtual Voyeurs
20%
• Watching more than contributing
• Update status often but least likely to blog
• 85% have never written a recommendation
• Print-detached crowd
• Most likely to be female
Late to the Party
10%
• Oldest: 50% are 45+
• Least tenured group, 44% have only been on Facebook in the last 6 months
• Don’t appear to be terribly tech savvy
• Highest income (41% make $75k or more)
• Print lovers
23
Teens*
25%
• Youngest Group
• Highly Entertained: 83% play games on social media sites
• 51% upload video
• Most likely on MySpace
• Least likely to pay attention to brands
Site Membership by Segment
Base (308) (232) (237) (114) (294)
Fanatics Taking Care of Business
Virtual Voyeurs
Late to the Party TeensSite Membership
Q. Have you heard of the following sites?24
Social media is fulfilling a need for the spotlight:
• 92% say that they are interested in
requests for their opinions & ideas.
I am enthusiastic and engaged with social media. I am heavily involved in all social media activities and visit social media sites frequently. I use Facebook and Twitter most often. I feel social media has had a significant impact on my life. I consider myself an influencer in terms of staying ahead of the times and like the fact that social media provides me with an outlet to voice my opinion and new ideas.
Fanatics “I think any brand not taking part in social
media is going to lose.”
“I don’t think I would be where I am right now without social media.”
25
Most likely to be single
Heavy media users: 1 in 3 are online
for 30+ hours per week
Their enthusiasm isn’t waning … only 2% of
them say they are using Facebook less today
than they were 6 months ago.
They are the youngest:
2 in 3 are under 34
I use social media to stay connected to friends/family. I don’t really consider myself an influencer per se but I like to see what others are saying online and so I read other people’s status and blog updates though don’t really write my own. I don’t necessarily feel more informed about news or event since I have joined social media sites but I enjoy it nonetheless.
Virtual Voyeurs“Obviously, there’s something wrong with
me. I don’t have anything worth sharing with them. Other than posting this column now and then, I am mute. A voyeur, of sorts. A
lurker in the cyber shadows.” - Craig Wilson, USA Today
“I go to social media pages when someone sends me a message, but otherwise I kind of
forget it exists.”
They are being fed more than they
are feeding the system…watching
more than contributing
Put the “social” in social media (primary
reason for being on these sites is to keep
up with family & friends).
85% have never written a
recommendation
While they are not contributing, 82%
are going more than once a day to social
networks. They are very active.
I am engaged with social media but I am not as enthusiastic as when I first joined. I have been participating in social media for a while and make sure to update my status often. I bank online and use LinkedIn a lot as well. Since using social media, I am a little more concerned with information security.
27
Tend to use social media in a more
practical way
Have a high income
More middle age
Early adopters; case in point - their Facebook duration –
41% have been there over a year (more than segment 3)
Most likely to visit LinkedIn
Taking Care of Business “It's the main way I keep in touch with
friends, locally and away from home. It's also how I find out about events in the
area.”
I am pretty new to social media. I still like to read paper and magazines in print format but figured with all the buzz around social media I should probably join to check it out. I recently joined Facebook. I don’t feel social media has changed my life very much but it does allow me to feel more connected to distant family members and old acquaintances.
28
The oldest group, with about
half over the age of 45
This is the group that uses magazines the most
Late to the Party
“I finally caved in and joined Facebook last month…it’s so much fun to find old
friends from high school.”
“Social media scares me … it’s a little more information than I need to know.”
They don’t update their status
Been there less than 6 months
Don’t appear to be terribly tech savvy
Highest income (41% make $75k or more)
I am new to social media – of course, this is not because I am "late to the party.” I use social media for many activities, but mostly for playing games and watching videos. I’m only on to keep in touch with my friends – I don’t really care about news networks or brands. These sites are highly entertaining and allow me to express my creative side.
29
Most likely to be on MySpace
“It's a lot easier to know what's going on in your friends' lives, even if you don't talk to them often.
But, it's superficial . You aren't actually communicating with them, it's more like
occasionally stalking them. I prefer to talk to someone directly to know what's happening in their
life and how they feel about it.”
“I never pay attention to *brands on social media+. I only use the sites for social reasons.”
Teens
Find Social Media extremely entertaining – 83%
play games on social media sites and 51%
upload video.
Taking Care of Business
Virtual Voyeurs
Fanatics
Late to the Party
Teens
A look at social media tenure & frequency
Q: How long have you been visiting the following site(s) & how often?
Tenure
Fre
qu
en
cy
Never Visited
Less than 1 month
2-5months
6-12months
1-2years
3years
4+ years
Less than once a month
Several times per month
Once a week
Once a day
2-4 timesa day
Several times per week
30
(308)
(237)
(294)
(232)
(114)
In Summary
31
In Summary
• Favorability of advertising within social media is high
– 22% for social compared to 22% for online video
• Audience is moving to social media
– 55% of respondents 55+ visit social media sites, compared to 22% in 2007
• Humor and Relevance is what makes ads memorable
– The promise of relevance is high within social media
• Maximize reach by advertising across social networks
– Most of the audience continues to have memberships across multiple networks
• There is a clear distinction between Facebook , MySpace and Twitter
– Your advertising should take advantage of the strengths of these platforms
• Not all social media users are alike
– Understand how your target audience is interacting and using social media and then use it to engage them in a way that is relevant to them
32
Title of Presentation
Date 2009
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Dynamic Logic is taking the lead on connecting the dots through a new integrated suite of solutions
DLConnects™
BRANDING
OnlineBehavior
OfflineSales
WOM /Buzz
DLConnects: Social
DLConnects: Social enables advertisers, agencies, brand and digital marketers, and publishers to gain deeper insight into their online advertising and social media campaigns by integrating social media data from a variety of sources.
FacebookFan Pages
YouTubeBrand Pages
MySpace Music
Sponsorship
Twitter Activity
Blogger Outreach
Social Communities
KPI’s Related to Social
Cross MediaMeasurement
Sentiment Share
Tie in with Online
Advertising
Messaging/Product
Effectiveness
Site Profiling
Read the “DLConnects: Social” press announcement (January 26, 2010)
Measuring brand impact of campaigns across social media platforms and broader online campaigns
Comparisons to MarketNorms for planning and benchmarking
Recommendations using cost-effectiveness analysis and link to online and offline sales
DLConnects: Social enables clients to measure:
Custom metrics and analyses also available
Blogger Outreach
FacebookFan Pages
MySpace Music
Sponsorship
SOCIAL AS PART OF MEDIA PLAN
YouTubeBrand Pages
Social Communities
TwitterActivity
Brand Impact
Understand the holistic impact of an ad campaign through both branding and sentiment metrics
Obtain deeper insight and context into the social media impact relative to their specific online and offline advertising investments by monitoring brand and competitive sentiment in the marketplace
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Brand Impact
Custom metrics and analyses also available
SiteProfiles
Share ofSentiment
CompetitorSentimentOver Time
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SOCIAL INSIGHTS FOR AD CAMPAIGNS
DLConnects: Social enables clients to measure:
For more information on social measurement, contact Ali Rana [email protected] or [email protected]