© anderson analytics, llc 2009. all rights reserved october 2009 social network service (sns)...
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© Anderson Analytics, LLC 2009. All Rights Reserved
October 2009
Social Network Service (SNS)ESOMAR OnlineTom H. C. Anderson
© Anderson Analytics LLC, 2009. All Rights Reserved 2
Social Media -Social Networks Services (SNS)
Share some high level findings from US SNS Research• Why SNS Important? • How Many are on SNS?• Who is on SNS?• How Can we leverage SNS in MR?
Discussion w/ Facebook and LinkedIn• Everyone has different ideas on SNS..from the leaders• What they think SNS can offer MR• Audience Q&A
© Anderson Analytics LLC, 2009. All Rights Reserved
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RankTop 10 Buzzwords
Tired of Hearing2009
Report2008
Report
1 Web 2.0 19.4% 9.1%
2 Social Networking 12.2% 6.0%
3 Social Media 11.3% 0.8%
4 Blog 7.9% 0.0%
5 Viral Marketing 6.2% 6.3%
6 Synergy 5.8% 5.6%
7 Branding 5.1% 3.2%
8 ROI 4.9% 4.8%
9 Green 4.9% 0.0%
10 SEO 3.8% 1.8%
Significantly Higher (95% conf lvl)
MENG Marketing TrendsIndustry Buzz Words Tired of Hearing(n=650 Senior Marketing Executives ea. Year)
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Size of US SNS User Population(n=1,000*12 mo. plus n=5,000 May 2009)
An estimated 60% of the US online population uses a Social Network Service/Site (SNS)
Among those who are not using a SNS currently, about a quarter (20MM) think they are likely to try SNS within a year
When to Join Non-Users
Probably within a month 4%
Within 3 months 7%
I most likely will be in a year 16%
Probably not in my life time 73%
Q. When, if at all, do you think you will be trying social network sites?
Non-Users77 MM
SNS Users110 MM
US Pop. ~305MM
US Online Pop. ~187MM
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Very Useful
Not Useful
Many Concerns/Not Fun
No Concerns/Fun
SM Pessimist
Time Starved Concerned
Business
Fun Seeker
SM Maven
Leisure Follower
4 User and 3 Non-User Segments
Benefits
Barriers
5www.andersonanalytics.com/SNStype
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Adoption of SNS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13 to 14 15 to 17 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
Female55%
Male45%
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SNS User Profile
SNS Usage
Days using SNS/week: 5 days
Times log in SNS/day: 4 times
Time spent on SNS/day: 60 minutes
7
53%
31%
12%
3% 1%0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5 or more
Number of SNS Used*
Website
*Based on used within the last 30 days
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0%
5%
10%
15%
20%
25%
30%
TV cab
le
Web
Surfin
g
TV net
work
Radio
Books
Newsp
aper
s
Mag
azines
Satell
ite R
adio
SNS
SNS Users Non Users
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Differences in Media Consumption
Users and Non-Users have different media consumption patterns
*
*
*
Media Consumption Time Allocation (Total 100%)
Q. Do you currently subscribe to any newspapers or magazines?
SNS Users
Non-Users
No 24% 15%
Yes, 1-2 subscriptions 28% 29%
Yes, 3 to 5 subscriptions 11% 17%
Yes, more than 5 subscriptions 5% 8%
SNS Users
Non-Users
Average hours watching TV/week 20 24
Significantly higher (95% Confidence Level)
**
* Significantly higher (95% Confidence Level)
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Views on Commercial Uses
Q. Does seeing products/companies and services on social networking sites influence your branding trust or buying decisions positively or negatively?
Q. Would you like the brands/companies you normally purchase products from to become more or less involved in communicating with you on social networks?
More Involved
20%
Less Involved
35%
Neutral/Indifferent
45%
Positively17%Negatively
19%
Neutral64%
Consumers in large part welcome more corporate involvement
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MR View of SNS?
N=50,000,000Members
(After US Next Largest Markets:India, UK, Netherlands)
N=300,000,000Active Users(50% Return Every Day)
LinkedInBest B-B Panel
FacebookBest B-C Panel
MySpace
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Opportunity: Sampling & Text Mining
52%
46%
23%
18%
12%
0% 10% 20% 30% 40% 50% 60%
Become a fan/follower of some othercompany/brand
Said something good about abrand/company
Said something bad about abrand/company
Promoted some other company/brand
Promoted your own business
Yes 10%
No87%
Not Sure3%
Q. Some people maintain more than one profile on a social network. Have you ever created a second anonymous profile containing imaginary/false information in order to experiment/understand how the social network worked? Q. On social network sites have you ever:
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Panel Discussion
+1-888-891-3115email: [email protected]
twitter: @TomHCAndersonblog: www.tomhcanderson.com
Sean Bruich leads Facebook’s measurement programs for its monetization products, including Facebook advertising. His focus has been on developing fast, scalable measurement products to better understand how advertising impacts user’s behaviors and perceptions.
Daniel Shapero is the General Manager of the LinkedIn Research Network where he oversees day to day operations of LinkedIn’s B2B research and sample business.
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Text Mining A LinkedIn Profile/Account
“Headine” Title Schools Companies Connections ….
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Most Used Terms in User Headlines (and their monetary value)
Income Purchase Power
Title Rank Mean Rank Mean
vp 1 $190,000 3 $200,250
advertising 2 $187,500 4 $175,000
contractor 3 $150,000 5 $154,375
chief__officers 4 $145,455 1 $252,262
partner 5 $126,429 25 $54,500
executive 6 $121,094 15 $99,444
owner 7 $118,625 21 $73,698
sales 8 $118,000 24 $57,759
marketing 9 $116,667 12 $105,375
consultant 10 $116,486 29 $40,227
director 11 $115,330 6 $137,712
financial 12 $113,636 14 $99,900
senior 13 $111,116 17 $89,515
operations 14 $103,125 18 $88,750
technology 15 $99,286 8 $127,500
manager 16 $99,042 11 $108,601
computer 17 $97,500 34 $13,750
engineer 18 $92,857 27 $49,528
software 19 $91,912 32 $28,646
services 20 $88,226 23 $58,882
information 21 $87,500 2 $212,500
associates 22 $87,083 16 $95,429
human resources 23 $85,833 22 $61,042
analyst 24 $83,594 20 $81,447
development 25 $83,462 33 $15,735
professional 26 $78,421 26 $53,301
assistant 27 $77,344 9 $116,406
account 28 $77,206 28 $42,105
program 29 $70,833 7 $128,056
medical 30 $66,667 13 $104,444
attorney 31 $66,250 30 $36,250
real_estate 32 $65,625 19 $84,722
designer 33 $65,625 31 $30,417
health 34 $63,824 10 $114,211
teacher 35 $45,833 36 $1,667
student 36 $30,441 35 $3,977
Text Mining +Predictive Analytics
Teacher makes $46KSpending Power $1.6K
Student makes $30KSpending power $4K