the key to making your business a social media success is knowing your customers – practical...
TRANSCRIPT
“You need to know your audience”
“Discover your audience online”
122K SURVEYS
6 WAVES OF DATA
27 MARKETS
100K SURVEYS
3 WAVES OF DATA
36 MARKETS
2009 > 2011 2012
DATA COVERAGE:
PC / Browser
Tablet
Mobile Device
Connected TV
Console
Access Points
Passive Behaviour
Social Media
Content
E-Commerce
Motivations
Mar-Comms
Brands
160 Questions 1500+ Audience Variables
31 COUNTRIES AND GROWING
Representative Sample of Each Internet Universe
APPLYING DATA
AUDIENCE
MARKETS
INSIGHT
STRATEGY
SOCIAL FRAMEWORK
SOCIAL IDEATION
PLANNING GUIDELINES
BENCHMARKING
BUSINESS CATEGORY
MAIN LEARNINGS FOR SOCIAL:
Social media is much bigger than FB / Twitter
Every consumer uses social media differently: No experience the same
Case Study: How to engage a target audience in the new social landscape
Consumer adoption of social is much bigger and more complicated
Used an aggregator
Subscribed to an RSS feed
Written a news story/article
Used a social bookmark service
Used a microblogging service
Edited/managed own website
Asked or answered a question on a Q/A service
Uploaded a video online
Written your own blog
Posted on a forum/BBS
Commented on a story
Uploaded photos online
Managed social network profile
Reviewed a product or brand online
Watched a video clip
0% 10% 20% 30% 40% 50% 60% 70% 80%
Which of the following have you done online in the past month? – Have Done(% of internet users globally, GWI.6 – November 2011
HUGE DIVERSITY IN INVOLVEMENT
Written a news story/article
Used a social bookmark service
Edited/managed own website
Used a microblogging service
Asked or answered a question on a Q/A service
Written your own blog
Uploaded a video online
Posted on a forum/BBS
Commented on a story
Reviewed a product or brand online
Uploaded photos online
Managed social network profile
Watched a video clip
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
55 to 64
16 to 24
VARIES BY CONSUMER GROUP
Which of the following have you done online in the past month? – Have Done(% of internet users globally, GWI.6 – November 2011
Global income: mid 50%Global income: top 25%
Global income: N/ALiving alone
Living with friends/singlesLiving with parents
Cohabiting with partnerOther living situation
MaleFemale
Age: 16 to 24Age: 25 to 34Age: 35 to 44Age: 45 to 54Age: 55 to 64
Schooling until age 16Schooling until age 18
Trade/technical school or collegeUniversity
Post graduateSingle
In a relationshipMarried
Divorced/widowedChildren: none
Children: 1Children: 2
Children: 3+Age of children: Under 3
Age of children: 3 to 5Age of children: 6 to 11
Age of children: 12 to 16Age of children: 17 to 18Age of children: 19 to 21
Age of children: 21+
50 60 70 80 90 100 110 120 130 140
EVEN IN SOCIAL NETWORKING: HUGE CONSUMER VARIATION
Which of the following have you done online in the past month? Upload a Video. UK – Have Done(% of internet users globally, GWI.6 – November 2011
SOCIAL NETWORK UK
UK Average
GLOBAL: EVEN BIGGER FRAGMENTATION
Japan
South Korea
Germany
France
Netherlands
Australia
Sweden
Italy
USA
Canada
Spain
UK
Hong Kong
Poland
Saudi Arabia
China
Argentina
Singapore
Mexico
Russia
South Africa
India
Malaysia
Brazil
Turkey
Philippines
Indonesia
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Managed social network profile
Which of the following have you done online in the past month? – Have Done(% of internet users by market GWI.6)
Global Average
NO SUCH THING AS A GLOBAL SOCIAL MEDIA STRATEGY!!
Purchase a product online in the past month versus an aggregate score of Manage a Social Network, Write a Blog, Comment in a Forum, Upload a Video, Use a Microblog (% penetration by country. GWI.6, November 2011)
HIG
H E
-CO
MM
ER
CE
EN
AG
AG
ME
NT
HIGH SOCIAL ENAGAGMENT
Even inside each platform there is incredible variation
YES THEY ARE BECOMING MORE DOMINANT
July 2009 November 2011
85% 97%
UK: Platform used by UK Social Network Users
PLATFORM BEHAVIOUR IS HIGHLY DIVERSE
Online
dat
ing
Joine
d a
mus
ician
/arti
st gr
oup
Sent a
digi
tal p
rese
nt/g
ift
Starte
d a
grou
p
Insta
lled
an a
pplic
ation
Share
d op
inion
on
prod
ucts/
bran
ds
Joine
d a
bran
ded
grou
p
Share
cont
ent f
rom
a b
rand
/pro
duct
Tag m
yself
Upload
ed vi
deos
on
your
pro
file
Writ
ten
a blo
g
Wat
ch vi
deo/
TV crea
ted
by p
rof.
med
ia
Wat
ch vi
deo
crea
ted
by a
cons
umer
Tag fr
iends
Share
a n
ews s
tory
Joine
d a
grou
p
Played
a g
ame
Searc
hed
for n
ew co
ntac
ts
Insta
nt m
essa
ged
with fr
iends
Sent m
essa
ges t
o fri
ends
Upload
ed p
hoto
s on
your
pro
file
0%
10%
20%
30%
40%
50%
60%
70% 16 to 24 25 to 34 35 to 44 45 to 54
55 to 64
UK: Social Network Behaviour: Past Month
Which of the following have you done on your Social Network in the past month? – Have Done(% of Social Network Users in the UK GWI.6)
AND SPLIT BY INFLUENCERS, SHARERS AND PASSIVES
Share a link to a website
Edit your profile information
Visited a branded page/group
Share stories with friends
Update your status
Message friends
Check a friends profile
Look for updates
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Daily Weekly Monthly Less Often
ACTIVE PASSIVE
How often do you do the following on your Social Network profile in the past month? – Have Done(% of Social Network Users in the UK GWI.6)
UK: Social Network Frequency: Past Month
MAIN LEARNINGS FOR SOCIAL:
Social media is much bigger than FB / Twitter
Every consumer uses social media differently: No experience the same
Great social strategy and implementation requires real insight
Driving effective strategy in social media (a case study)
CASE STUDY: GLOBAL FMCG CLIENT
18-34 MALE
Brand Conscious
Stand Out From The Crowd
Look After Appearance
Image
How I spend my time is more
important than the money I make
Strive to achieve more
SEBASTIAN
Fashion / Image / Personal Rep
RIKARD
Self Worth / Improvement
ACCESS POINTS: TABLET DEVICES DIFFER
Mobile phone
Tablet device e.g. iPad
Personal PC/laptop
Work PC/laptop
Ebook e.g. Amazon Kindle
Through my TV
0% 20% 40% 60% 80% 100% 120%
Rikard
Sebastian
GWI.6, November 2011: UKWhere have you accessed the internet in the last month
UK: Access Points Last Month
SEBASTIAN IS MORE ACTIVEUsed an aggregator
Subscribed to an RSS feed
Written a news story/article
Used VOIP/online phone
Used a social bookmark service
Used a microblogging service
Edited/managed own website
Bought an offer on a group-buying site e.g. Groupon
Uploaded a video online
Asked or answered a question on a Q/A service
Written your own blogUsed online office applications
Commented on a story
Posted on a forum/BBS
Managed social network profile
Uploaded photos online
Purchased a product online
Reviewed a product or brand online
Used Instant Messenger
Used internet banking
Used Webmail
Watched a video clip
0%
50%
100%
SebastianRikard
UK: Online Behaviour – Last Month
GWI.6, November 2011: UKWhat have you done online in the past month
THEY WANT ENTERTAINMENT
Help you organise your life
Talk to me like a real person
Provide you with interesting real life experiences
Be part of your daily routine
Connect you with people
Keep you informed on the product and the company
Improve your knowledge
Entertain you
0% 10% 20% 30% 40% 50% 60% 70%
Rikard
Sebastian
UK: What they want from brands online
GWI.6, November 2011: UKHow do you want a brand you like to act towards you
RIKARD COMMENTS ON YOU TO HELP OTHERS
To be seen as an expert
To talk to the brand directly
Help consumers pick good products
Encourage company improvement
Contribute to the community
I like to share my opinion
I love the brand
To share a bad experience
To share a good experience
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Rikard
Sebastian
Source: GlobalWebIndex, Wave 1-6 Question: What motivates you to post opinions online about products or services? Base = Total
UK: Motivations to Talk about a Brand
HOWEVER SEBASTIAN IS MORE ACTIVE
On the comments of a news site
On a microblog
On a site dedicated to reviews and recommendations
On a price comparison site
On a forum or message board
On a video sharing site
On an auction site
In a group on a social network
In reviews on an online retail site
In the comments of a blog
To a contact on email
To a contact on instant messenger
On my blog
To a contact on a social network
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Rikard
Sebastian
Source: GlobalWebIndex, Wave 1-6 Question: Where have you posted an opinion about a product or service that you've bought in the past month? Base = Total
UK: Where post about a brand – last month
SEBASTIAN
Talks about you to look good to
others
Very Socially Active
RIKARD
Wants to genuinely make
things better
Sebastian
BR CN ES RU UK US
HUGE GLOBAL VARIATION
Writ
ten
your
own
blog
Used
a m
icrob
loggin
g se
rvice
Poste
d on
a fo
rum
/BBS
Upload
ed a
vide
o on
line
Comm
ente
d on
a s
tory
Review
ed a
pro
duct
or b
rand
onli
ne
Man
aged
soc
ial n
etwor
k pr
ofile
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%Brazil China Russia Spain UK USA
GWI.6, November 2011: Global – key marketsWhat have you done online in the past month
FIND OUT ABOUT YOUR TARGET AUDIENCE
WIN YOUR OWN INFOGRAPHIC!
STAND 5 / 6
Brett PetersenSenior Strategy [email protected]