beyond's presentation at internet world on science of sharing #bynd
DESCRIPTION
These are slides from Beyond's Science of Sharing talk at Internet World London 2012. For more information go here: http://bynd.com/TRANSCRIPT
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845 million monthly active users on Facebook, more than half of which login
every single day
845 million monthly active users on Facebook, more than half of which login
every single day
100million100million
monthly active Twitter users
90million90million
total Google + users *
Facebook made up 52.1% of all sharing online in 2011, though Twitter and Tumblr grew their volume of shares by 576.9% and
1299.5% respectively
Sharing via mobile devices grew 6X in 2011
* Monthly active Google+ usersnot publicly available
SOURCE: Facebook Newsroom
SOURCE: The Wall Street Journal
SOURCE: thenextweb.com
SOURCE: thenextweb.com
SOURCE: thenextweb.com
the current state of sharingthe current state of sharing
Sharing is at the heart of the consumer journeySharing is at the heart of the consumer journey
Pre PurchasePre Purchase
post Purchasepost Purchase
Action/PurchaseConversion;Traffic
AdvocateRecommendation
EnjoyUser conversations on product performance
BondEngagement
AwarenessShare of conversation
ConsiderationShare of search; brand evaluation attributes
Title Goes Here...
How has social media changed the way consumers make purchase decisions? We asked 1,500 UK and 1,500 US consumers in two surveys what most influenced them online, as well as how and why they influenced others.What we found was that consumer recommendationsare an increasingly influential part of the conversation.
the uk social consumer the uk social Consumer
OPEN TO CHANGE BRANDS
MORE LIKELYTO PURCHASERESEARCHED
PRODUCTS
RESEARCH LOW
INVOLVEMENT PRODUCTS
YOUNGER
RECOMMEND PRODUCTS
BRAND LOYAL
OWN MULTIPLE INTERNET DEVICES
HIGHSHARERS more likely to...
LOW80% OF ONLINE CONSUMERS80% OF ONLINE CONSUMERS
SHARERS
OLDER
RESEARCH HIGH
INVOLVEMENT PRODUCTS
CARE MORE ABOUT QUALITY
THAN BRAND IMAGE
20% OF ONLINE CONSUMERS 20% OF ONLINE CONSUMERS
vsvs
uk high sharers are 3x more likely torecommend a product
uk high sharers are 3x more likely torecommend a product
comparing the uk & us social consumers comparing the uk & us social consumers
53%Usa
40%UK
vsvs 33%47%UK Usa
vsvs 31%43%UK Usa
vsvs
have interacted with a brand using Facebook
wrote a product review online
prompted to purchaseafter online interaction
vsHIGH
LESS FREQUENTLY PURCHASED
MORE COMPLEX
EXPENSIVE IN NATURE
REQUIRING MORE TIME AND EFFORT IN THE RESEARCH PHASE
LOWBOUGHT MORE FREQUENTLY
LESS COSTLY
USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT
AND EFFORT
vs
Low vs High involvement products Low vs High involvement products
RATINGS AND REVIEW SITES
NEWS ARTICLES
WORD OF MOUTH
BLOG POSTS
BRAND WEBSITE
YOUTUBE VIDEOS
PAID SEARCH
ORGANIC SEARCH
OWNED
EARNED
What Influences THE Social Consumer? What Influences THE Social Consumer?
SEARCHBABY ELECTRONICS MUSIC PERSONAL
FINANCE RESTAURANTS TRAVEL
EARNED CHANNELS OWNED CHANNELS SEARCH CHANNELS
CH
AN
NE
L I
NF
LU
EN
CE
HIG
H
BEAUTY
Aut
omot
ive
Bab
y P
rodu
cts
Bea
uty
Coo
kwar
e
Ele
ctro
nics
Fash
ion
Hom
e Im
prov
emen
t
Kitc
hen
App
lianc
es
Mus
ic/F
ilms
Per
sona
l Fi
nanc
e
Res
taur
ants
Trav
el
Ra#ngs'and'review'(Amazon)'' Search'results'Facebook'friends' News'ar#cles'Twi@er' Blog'posts'YouTube'or'Vimeo'Videos' Informa#on'on'a'product'or'brand'website'Talking'with'friends'or'family'
THE 7 TYPES OF SOCIAL SHARER THE 7 TYPES OF SOCIAL SHARER
ALTRUISTS SELECTIVES PASSIONATES CONNECTORS TRENDSPOTTERS PROVOCATEURS CAREERISTS
share because they want
to help
share because it’s relevant to a friend
share because they share
a passion with someone else
share to inspire
socializing with friends
share because it shows others they are on top of what’s new
39.6% 26.1% 16.7% 7.9% 5.6% 2.6% 2.5%
share because it helps them
in business
share because they want a reaction
of the UK’s social sharers
of the UK’s social sharers
of the UK’s social sharers
of the UK’s social sharers
of the UK’s social sharers
of the UK’s social sharers
of the UK’s social sharers
ALTRUISTS
CUSTOMER REVIEW
DELICIOUS
FLICKR
FOURSQUARE
WORDPRESS/BLOGGER
YOUTUBE
TRENDSPOTTERSCONNECTORS CAREERISTSPROVOCATEURSSELECTIVES PASSIONATES
WHERE THEY SHARE
Actions Taken after ONLINE inTERACTIONActions Taken after ONLINE inTERACTION
31%
uk43%usa uk20%
usa20%
3%
uk4%usa
uk9%usa9%OPEN
usa26%
PROMPTED PROMPTED TO PURCHASETO PURCHASE
PROMPTED PROMPTED TO RECOMMENDTO RECOMMEND
CHANGED CHANGED IMPRESSIONIMPRESSION
ENCOURAGEDENCOURAGEDTO VISITTO VISIT
uk3%3%
ENCOURAGEDENCOURAGEDTO CONTACTTO CONTACT
usa
6%
usa8%uk
INCREASEDINCREASEDAWARENESSAWARENESS
15% uk
TAKE NO TAKE NO ACTIONACTION
facebook sharingfacebook sharing
less than3 months
3-6months
6-12months
1-2years
2+years
Age of Facebook accountAge of Facebook account
rate of activity on facebookrate of activity on facebook
usageusage
sharingsharing
frequencyof logins
Data is based on per-user activity, not aggregate volumes
According to Facebook, only 16% of fans see organic posts
frictionless sharing (Automatic sharing)frictionless sharing (Automatic sharing)
Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a day will have the capacity to be shared online, but with accuracy and without needing to actively think about it.
listened to a song that was automatically shared
(spotify, etc)allowed an application
to post automatically to their pro!le
read an automatically shared article (online
reader)
of people have done at least one of the following things:
67%67%
61 %61 % of people are annoyed by applications
O!ine social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones.
43%43%
30%30% 28%28% 27%27%
PERSONAL MILESTONES
TICKET PURCHASES
TRAVEL PLANS CHARITABLE DONATIONS
WHAT WILL PEOPLE SHARE IN THE FUTURE?WHAT WILL PEOPLE SHARE IN THE FUTURE?
The percentages above re!ect the proportion of people who indicated their preference to share these activities.
FUTURE SHARING ACTIVITIESFUTURE SHARING ACTIVITIES
Segmenting your social networks into disparate friend groups to selectively share content (ie. the
Google+ model) is likely to catch on – but needs to be simple to manage for users
only 40% of people have created subgroups to selectively share postsonly 40% of people have created subgroups to selectively share posts
62% said that that the idea appeals to them
62% said that that the idea appeals to them
segmenting friendssegmenting friends
THANK YOUNils Mork-UlnesHead of Analytics +44 (0)207 908 6557+44 (0)771 307 [email protected]@nilsmu
Judith LewisHead of Search
+44 (0)20 7908 6573+44 (0)79 7416 [email protected]@judithlewis