social media mapping
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Tagged!Mapping up Romanian segments of social networks users
Date: October, 2010
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2Methodology
Research methodQuantitative survey
Target populationMen and women, aged 15-55, from urban cities larger than 50,000 inhabitants, users of online socialnetworks
Sample size528 interviews
Data collection technique
Computer assisted web interviews, using a semi-structured interviewInvitations were sent randomly to Daedalus New Media Research panel
Fieldwork
Data collection was performed between 13 and 26 August
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BRANDS & ADS IN THE SOCIAL NETWORKSENVIRONMENT
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Key points (I)
On average, social network users connect with 2 different pages(other than theirfriends, relatives, etc.), users of Twitterbeing most dynamic in this sense, having3 connections;
A thirdof the social networks users in Romania are having a brand or a companyin their list of contacts;
Brands outrank singers/bands, cities/countries or movies as pages users prefer toconnect with;
Those using Facebook,Twitteror LinkedIngetconnectedto brandsorcompanies significantly morethan the average does;
The users of Twitterare connected to politiciansor famous bloggerssignificantly more than the average is;
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Key points (II)
The regular social network user follows2 brandson average, the users of Twitter,LinkedIn and Facebook having significantly more brands they go after;
6 out of 10 brandsthe users follow, are in the his/her list as friend orfollowee,while the rest are looked after on pages the brands have on socialnetworks;
The social network space is already a hot-spot for the presence of the brands,a fact confirmed by users: half of themsaying they have been approached bybrandsin the virtual space;
Users of Facebookand those of LinkedInthat received invitationsfrom brandsare significantly more than the average;
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32.6
30.5
26.5
23.7
21.2
16.3
12.5
10.4
9.8
7.6
5.9
36.2
%
Types of Pages Users are Connectedwith on Social Networks
Total
N=528
Q18. Select from the list bellow the type of web pages you are linked (you are a fan, friend, follower, you have at like) on [INSERT THE NETWORK FROM Q6]?
Brand or company
Singer/ band
Cities/ countries
Movie
Actor/ actress
Electronic game
Politician
Famous bloggers
Sports team (football, basket, handball etc.)
Sportsman/ sportswoman
Others
None of these
* Respondents who currently use a certain social network
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32.6
30.5
26.5
23.7
21.2
16.3
12.5
10.4
9.8
7.6
5.9
36.2
%
Types of Pages Users are Connectedwith on Social Networks
Total
N=528
Q18. Select from the list bellow the type of web pages you are linked (you are a fan, friend, follower, you have at like) on [INSERT THE NETWORK FROM Q6]?
17.9
13.8
11.6
9.2
8.2
6.8
30.7
25.4
26.8
30.7
34.5
36.2
%
32.4
28.3
24.2
22.9
19.5
16.4
9.9
8.2
11.3
7.8
6.1
41.0
%
Significantly higher/lower towards Total (level of confidence 95%)
Brand or company
Singer/ band
Cities/ countries
Movie
Actor/ actress
Electronic game
Politician
Famous bloggers
Sports team (football, basket, handball etc.)
Sportsman/ sportswoman
Others
None of these
* Respondents who currently use a certain social network
30.1
22.1
18.6
16.8
16.8
12.4
8.0
12.4
6.2
5.3
41.6
20.4
%
N*=113N*=414 N*=293
!
!
!
!
!
" !
"
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Total
N=528
33.3
28.3
21.7
13.3
18.3
16.7
20.0
25.0
23.3
33.3
50.0
46.7
%
37.8
24.5
28.7
21.7
17.5
21.0
15.4
9.8
11.9
9.8
42.0
2.1
%
Significantly higher/lower towards Total (level of confidence 95%)
Types of Pages Users areConnected with on Social Networks
Q18. Select from the list bellow the type of web pages you are linked (you are a fan, friend, follower, you have at like) on [INSERT THE NETWORK FROM Q6]?
31.0
34.0
23.0
19.0
10.0
15.0
9.0
11.0
10.0
39.0
21.0
42.0
%
* Respondents who currently use a certain social network
32.6
30.5
26.5
23.7
21.2
16.3
12.5
10.4
9.8
7.6
5.9
36.2
%
Brand or company
Singer/ band
Cities/ countries
Movie
Actor/ actress
Electronic game
Politician
Famous bloggers
Sports team (football, basket, handball etc.)
Sportsman/ sportswoman
Others
None of these
N*=60 N*=143N*=100
!
!
!
!
!
!
!
"
"
!
!
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63.3 64.5 60.5 59.468.1 62.9 68.1
36.7 35.5 39.5 40.631.9 37.1 31.9
Brands that I
access their webpages
Brand with which Iam: friend,
follower, fan orI have a s like
% of me ntions
Relationship with Brands onSocial Networks
Average** 2.17 2.56 1.99 1.47 4.60 2.17 3.10
*Respondents who currently use a certain social network
**Average = number of brands followed up on social networks
Q19. What brand or companies do you follow up on online social networks? Think of all companies or brands you are fan, friend,follower, do you have as like, but also those you access their web pages from social network only from time to time./ Q20. Note ho wmany of these are in each of the 2 categories
Significantly higher/lower towards Total (level of confidence 95%)
Total
N=528
%
Type of Relationship Share
N*=414
%
N*=293
%
N*=113
%
N*=60
%
N*=143
%
N*=100
%
! ! !
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Relationship with Brands onSocial Networks
*Respondents who currently use a certain social network
Q21. Did a company or brand send you a friend request on a social network?
Significantly higher/lower towards Total (level of confidence 95%)
Friendrequestfrom a
brand orcompany
Total
N=528%
Yes 50.2 55.1 50.9 52.2 55.0 53.1 62.0
No 49.8 44.9 49.1 47.8 45.0 46.9 38.0
N*=414%
N*=293%
N*=113%
N*=60%
N*=143%
N*=100%
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50.0
38.4
41.8
41.1
37.7
28.8
32.9
26.0
28.8
22.6
%
48.4
41.9
45.2
32.3
30.1
30.1
25.8
19.4
39.8
48.4
%
The categories users are connectedwith on Social Networks Top 10
Q22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visitbelongs to, no matter if you have them in your contacts list, or as like or you simply visit the page?
Total
N*=168
50.6
40.5
40.5
39.3
35.7
30.4
30.4
27.4
26.2
23.8
%
N*=146 N*=93
Significantly higher/lower towards Total (level of confidence 95%)
Newspapers/ Magazines/ TV Channels
Cosmetics products/ Personal care
IT
Telecom
Tourism agencies, airline companies
Electronics / Appliances
Restaurants/ Bars/ Clubs
Auto
Event organizers sites
Supermarkets/ Hypermarkets
42.4
45.5
48.5
48.5
33.3
39.4
27.3
36.4
27.3
30.3
%
N*=33
*Respondents who currently use a certain social network and follow up at least one brand or company on online social networks
!
!
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The categories users are connectedwith on Social Networks Top 10
Q22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visitbelongs to, no matter if you have them in your contacts list, or as like or you simply visit the page?
Total
N*=168
50.6
40.5
40.5
39.3
35.7
30.4
30.4
27.4
26.2
23.8
%
Significantly higher/lower towards Total (level of confidence 95%)
Newspapers/ Magazines/ TV Channels
Cosmetics products/ Personal care
IT
Telecom
Tourism agencies, airline companies
Electronics / Appliances
Restaurants/ Bars/ Clubs
Auto
Event organizers sites
Supermarkets/ Hypermarkets
67.9
32.1
71.4
64.3
42.9
46.4
32.1
25.0
46.4
28.6
%
55.6
44.4
46.3
40.7
27.8
35.2
33.3
31.5
42.6
51.9
%
N*=28 N*=54
51.2
29.3
46.3
39.0
34.1
36.6
19.5
29.3
17.1
56.1
%
N*=41
!
!
!
*Respondents who currently use a certain social network and follow up at least one brand or company on online social networks
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44.0
39.6
40.3
41.1
38.2
34.8
34.1
33.1
28.7
33.8
%
43.3
43.0
42.7
39.9
41.3
36.9
32.1
31.4
30.7
31.4
%
The Categories Users Want to beConnected with on Social Networks Top 10
Q23. Which of the following category of products and services, available on the Romanian market, you would like to find on the socialnetwork pages that you usually visit?
Total
N*=528
44.7
40.7
40.5
40.0
38.6
33.5
32.8
31.6
31.3
29.9
%
N*=414 N*=293
Significantly higher/lower towards Total (level of confidence 95%)
49.6
46.0
37.2
33.6
34.5
40.7
40.7
50.4
50.4
50.4
%
N*=113
Newspapers/ Magazines/ TV Channels
Telecom
IT
Tourism agencies, airline companies
Electronics / Appliances
Cosmetics products/ Personal care
Event organizers sites
Supermarkets/ Hypermarkets
Restaurants/ Bars/ Clubs
Auto
!
!
!
!
!
!
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The Categories Users Want to beConnected with on Social Networks Top 10
Q23. Which of the following category of products and services, available on the Romanian market, you would like to find on the socialnetwork pages that you usually visit?
Total
N*=528
44.7
40.7
40.5
40.0
38.6
33.5
32.8
31.6
31.3
29.9
%
Significantly higher/lower towards Total (level of confidence 95%)
45.0
41.7
51.7
40.0
33.3
36.7
36.7
28.3
46.7
58.3
%
44.8
47.6
46.9
35.7
33.6
35.0
35.7
41.3
48.3
49.0
%
N*=60 N*=143
44.0
40.0
48.0
41.0
37.0
29.0
33.0
29.0
39.0
25.0
%
N*=100
Newspapers/ Magazines/ TV Channels
Telecom
IT
Tourism agencies, airline companies
Electronics / Appliances
Cosmetics products/ Personal care
Event organizers sites
Supermarkets/ Hypermarkets
Restaurants/ Bars/ Clubs
Auto
!
!
!
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Key points (III)
The most active userswith respect to brands, have in their list brands from 5different consumer categories, most appealing being: Media, Cosmetics orPersonal Care, IT or Telecom;
Users of HI5are connectedto brands from IT or Electronics/Appliances significantlymore than the average,while those of Neogen are connected more to Telecomsand Electronics/Appliances;
Categoriesthat are having the greatest potentialin sourcing consumers from thesocial networks are: Electronics/Appliances, Hypermarkets/Supermarkets and EventOrganizers;
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Key points (IV)
Users are following the brandsto look for promotions, search infoabout existingor new productswith no less than 6 out of 10 users saying this;
Only 20%of the users are following the brands online to make commentsaboutthe productsand only 10%to comment on its commercials;
Users of professional siteslike LinkedIn are more likely to make commentsaboutproducts or commercials but also to make recommendationsof products or
services;
More than half of commentsthe users of social networks are making on brandspages are positiveand only 2 in 10 comments made are negative;
50% of the usersthat have visited a brands page on social networks are satisfiedwith the contentthey find on the pages and 62% of them find the content
believable;
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-5.9
0.0
1.4
2.5
6.6
7.8
4.3
8.2
0.9
-7.0
Categories NowFollowed Up
N*=168
50.6
40.5
39.3
27.4
26.2
23.8
35.7
30.4
30.4
40.5
%
!**=Already - Would
Q22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visitbelongs to, no matter if you have them in your contacts list, or as like or you simply visit the page?/ Q23. Which of the followingcategory of products and services, available on the Romanian market, you would like to find on the social network pages that you usuallyvisit?
Consumer Goods or Services withPotential on Social Networks
Categories Would Liketo Follow up
N=528
44.7
40.5
40.7
29.9
32.8
31.6
40.0
38.6
31.3
33.5
%
!**
Newspapers/ Magazines/ TV Channels
IT
Cosmetics products/ Personal care
Telecom
Tourism agencies, airline companies
Restaurants/ Bars/ Clubs
Electronics / Appliances
Auto
Event organizers sites
Supermarkets/ Hypermarkets
*Respondents who currently use a certain social network and follow up at least one brand or company on online social networks
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Reasons for Following Brands
Total
N=528
Q24. Select, please, which are the reasons that make you follow up a brand or a company on its social networks pages? Choose thereasons, no matter if you have them in your contacts list, or as l ike or you simply visit the page.
68.6
67.6
65.5
42.4
38.8
21.4
15.5
11.0
10.0
1.7
12.7
%
68.8
67.9
66.2
42.8
36.5
22.2
16.9
12.1
11.1
1.9
12.6
%
71.0
67.6
67.2
42.3
37.5
21.2
14.7
11.3
9.2
2.0
10.9
%
N*=414 N*=293
Significantly higher/lower towards Total (level of confidence 95%)
To search information about promotions
To search information about new products
To search information about the existingproducts
To know more about how they are made/what the brand's products contain
To search information on job vacancies
To recommend a product or service
To make comments on products
To make comments on price changes ofthe products
To make comments on commercials
Something else
I have never visited the web page of abrand from a social network
*Respondents who currently use a certain social network
73.5
74.3
71.7
46.9
24.8
15.0
14.2
10.6
1.8
8.0
50.4
%
N*=113
!
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Total
N=528
68.6
67.6
65.5
42.4
38.8
21.4
15.5
11.0
10.0
1.7
12.7
%
68.3
71.7
73.3
50.0
30.0
23.3
16.7
18.3
3.3
6.7
53.3
%
69.9
49.0
19.6
11.9
3.5
7.0
18.2
31.5
56.6
74.8
79.0
%
N*=60 N*=143
Significantly higher/lower towards Total (level of confidence 95%)
Reasons for Following Brands
Q24. Select, please, which are the reasons that make you follow up a brand or a company on its social networks pages? Choose thereasons, no matter if you have them in your contacts list, or as l ike or you simply visit the page.
*Respondents who currently use a certain social network
68.0
67.0
65.0
46.0
42.0
16.0
1.0
11.0
17.0
23.0
33.0
%
N*=100
To search information about promotions
To search information about newproducts
To search information about the existingproducts
To know more about how they aremade/ what the brand's products contain
To search information on job vacancies
To recommend a product or service
To make comments on products
To make comments on price changes ofthe products
To make comments on commercials
Something else
I have never visited the web page of abrand from a social network
!
!
!
!
!
!
"
!
!
!
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Share of Comments Type
Q25. If you think of the last 10 comments that you have made on the brands web page from social networks, how many of these werepositive, negative and how many were neutral?
Negative
20%
Neutral
25%
Pie 1,55%
Negative Neutral Positive
N*=42
*Respondents who currently use a certain social network and make comments on the brands page on social networks
55%
20%
25%
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3.50
3.55
3.42
3.53
3.48
3.38
3.42
Satisfaction with Page Content
Q26. Considering the content of brands web pages, information and all sorts of things that you can find there, how satisfied are you withthese pages?
4.6
3.6
2.9
5.4
4.7
5.2
4.7
2.0
0.0
1.8
3.0
3.5
42.4
38.2
43.7
36.9
39.5
40.7
44.2
45.8
49.1
47.6
54.6
48.2
46.2
44.2
4.3
7.3
5.8
3.1
5.5
4.7
3.5
*Respondents who currently use a certain social network and visit the brands page on social networks
**T2B= Satisfied + Very Satisfied
***Mean = 1. Very Unsatisfied.5. Very Satisfied
Total
%
N*=439
N*=344
N*=253
N*=103
N*=55
N*=130
N*=86
47.7
50.9
53.7
53.4
56.4
57.7
47.7
T2B** Mean***
Very Unsatisfied Unsatisfied Neither Satisfied,nor Unsatisfied
Satisfied Very Satisfied
!
Significantly higher/lower towards Total (level of confidence 95%)
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3.67
3.74
3.61
3.70
3.62
3.56
3.57
The extent to which the page content isbelievable
Q27. Please tell me to what extent do you agree or disagree with the fact that information from the brands web pages on the socialnetworks is credible?
2.4
3.8
1.4
1.2
1.0
1.6
1.4
7.1
5.7
4.6
6.4
4.0
4.8
6.2
28.6
28.3
32.2
26.4
26.3
19.2
30.5
56.0
54.7
53.9
56.0
61.6
66.4
54.4
6.0
7.5
7.8
10.0
7.1
8.0
7.5
*Respondents who currently use a certain social network and visit the brands page on social networks
**T2B= Agree + Totally Agree***Mean = 1. Totally Disagree.5. Totally Agree
Total
%
N*=439
N*=345
N*=250
N*=99
N*=53
N*=125
N*=84
61.9
61.7
66.0
68.7
62.2
74.4
62.0
T2B** Mean***
Totally Disagree Disagree Neither Agree, norDisagree
Agree Totally Agree
"
"
" !
Significantly higher/lower towards Total (level of confidence 95%)
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Key points (V)
Online advertisingis widely acknowledged, 7 out of 10users of online socialnetworks have seen commercialson at least one social networks they havevisited;
The advertisingbrands have on the social networks is perceived as beinginformative, depicting them as modern, and triggering consumers curiositytowards the products;
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73.7 74.4 72.7 71.780.0
72.7 74.0
26.3 25.6 27.3 28.320.0
27.3 26.0
No
Yes
Advertising Awareness onSocial Network Pages
Q28. Have you seen any advert (pop-up, banners, wallpaper, etc.) on one of the social networks web pages that you visited last month?
Total
N=528
%
Significantly higher/lower towards Total (level of confidence 95%)
N*=414
%
N*=293
%
N*=113
%
N*=60
%
N*=143
%
N*=100
%
*Respondents who currently use a certain social network
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Advertising Channels Perception
N=528
Q 29. Bellow, there is a list of statements about adverts. Select, for each statement, which are the communication channels that fit best?A statement can fit with one channel, more or none.
58.5
43.2
25.9
29.5
56.3
45.5
64.2
22.0
50.2
31.1
%
21.6
23.7
15.5
16.7
21.6
21.6
18.2
18.2
10.4
12.9
%
50.8
47.3
27.3
30.5
40.3
52.3
42.8
49.2
32.4
27.3
%
29.4
27.8
15.7
15.9
20.5
30.3
22.7
20.3
15.9
11.7
%
TVNewspapers/
MagazinesInternet Social Networks
Web Pages
they draw my attention
they make me curious to know more aboutproducts
they make me buy the product
they assure me that is a good brand
they are funny
they are exciting
they offer me enough information about theproduct
they are credible
they are inspired, generally speaking
they say about the brand that is modern, and inline with the new technological trends
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Deviation from expected scores
0.0
2.0
2.0
0.0
-4.0
3.0
-3.0
2.0
-1.0
-2.0
....they say about the brand that is modern,
and in line with the new technological trends
....they are inspired, generally speaking
... they are credible
.... they offer me enough information about
the product
.... they are exciting
... they are funny
... they assure me that is a good brand
... they make me buy the product
....they make me curious to know more about
products
... they draw my attention0.0
1.0
-2.0
-2.0
-5.0
4.0
-4.0
13.0
-2.0
-1.0
-4.0
2.0
3.0
3.0
1.0
-2.0
-4.0
2.0
-4.0
2.0
5.0
-6.0
-6.0
-5.0
9.0
-5.0
15.0
-
17.0
14.0
1.0
TVNewspapers/
MagazinesInternet Social Networks
Web Pages
Q 29. Bellow, there is a list of statements about adverts. Select, for each statement, which are the communication channels that fit best?A statement can fit with one channel, more or none.
N=528
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-0.5 0 0.5
-0.4
-0.2
0
0.2
... they draw my attention
....they make me curious to know more about products... they make me buy the product
... they assure me that is a good brand
... they are funny
.... they are exciting
.... they offer me enough information about the product
... they are credible
....they are inspired, generally speaking
....they say about the brand that is modern,
and in line with the new technological trends
TV
newspapers/printed magazines
different pages from the Internet
Pages from online social networks
Q 29. Bellow, there is a list of statements about adverts. Select, for each statement, which are the communication channels that fit best?A statement can fit with one channel, more or none.
Advertising channels mapping
TV is still the main
channel of
communication, especially
on the activation phase ofcampaigns;
Printed media is
more suitable for
established brands
or for validation;
Online, brands must
be always updated:
information andproduct wise;
Social Networks
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Thank you!
This study was conducted by Daedalus Consultingand DaedalusNew Media Researchand with the help of Cristian Manafu;
For further information on the insights contained within this report andthe research that it is based on, you may contact:
M"d"lin VladuSenior Client ServiceEmail:madalin.vladu@daedalusmb.ro
Tel.:+40213179731
Fax:+40213180040
www.daedalusmb.ro
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