global social media trends, what it means for research. warc march 4th 2009
TRANSCRIPT
Research will never have it so good
► Social Media drives a listening economy► Consumer demand drives the market and
dictates the agenda► Research is in the forefront
Huge opportunity
► Focus on listening = demand for research skills► Higher seat at the table ► Global platform = bigger opportunity
But need to evolve
► Focus on community► Embrace new techniques► Externalise communication and community► Social media is undermining direct response
methods► Critical to understand web trends
Before I became Trendstream
► Head of Consumer Futures EMEA► Global media planning and buying agency► Use research to understand current and future
trends
Created a global social media study
► Wave global social media research
► Quantifying theory► 17,500 people in 29
countries delivering 3 years of trend data
Research vital in social media
► Unique set of data to track usage► Measured social media platforms such as
blogging, social networking, video sharing and photo sharing
► Helped sell the case for social media
What I learnt running that research
► Social media is a really big deal► Emerging world is driving adoption of mass
market social media platforms► Research increasingly important in a consumer
driven world
Next – More detailed global research
► Global Web Index powered by Lightspeed► Launching in 16 markets and 16,000
respondents► Bi-annual – every six months► Understanding all web behaviour ► Test data: US video sharing market
Reflects the global web marketplace
► Online research makes this viable► Clients demand global perspective► Niche and consumer driven web means a focus
on behaviour, motivations and needs► Responding to social media
Context: Web is flattening the world
North America: 246m users 128% growth since 2000
Asia: 650m users 469% growth
Latin America: 166m users 820% growth
Internet World Stats January 2009
Social Media. Everyone involved
“Web based media driven by consumer content, community and peer to peer distribution”
BlogsMicro bloggingForumsSocial NetworksWikisVideo sharing sitesPodcastsPhoto sharing sitesContent sharing sites
Social media is exploding globally
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08
% E
ver
Do
ne
Read blogs / weblogs
Start my own blog/ weblog
Leave a comment on a blog site
Upload my photos to a photo sharing site
Upload a video clip to a video sharing site
Watch video clips online
Create a profile on a social network
Social Media adoption over time (waves 1 – 3)
Global Average. Source: Universal McCann Social Media Tracker Power to the People
Video leads blogs then photos
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Subscribe to an RSS feed
Upload a video clip to a video sharing website
Start my own blog / weblog
Downloaded a Podcast
Leave a comment on a news site
Upload my photos to a photo sharing website
Leave a comment on a blog
Manage a profile on an existing social network
Visit a photo sharing website
Read personal blogs / weblogs
Read blogs / weblogs
Watch video clips online
% Ever Done
Global Average. Source: Universal McCann Social Media Tracker Power to the People
Social media is a daily occurrence
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Subscribe to an RSS feed
Upload video clip to video sharing website
Post/write stories for my own blog/ weblog
Download a Podcast
Upload my photos to a photo sharing website
Leave a comment on a blog site
Manage profile on existing social network
Visit a photo sharing website
Share a video clip w ith a friend
Read personal blogs/ weblogs
Visit a friends social network page
Read blogs/ weblogs
Watch video clips online
% Ever Done
Daily Reach
Weekly Reach
Monthly Reach
Global Average. Source: Universal McCann Social Media Tracker Power to the People
Blogging growing globally
0%
10%
20%
30%
40%
50%
60%
70%
80%
% W
rite
a B
log
Wave 1 Sep 06 Wave 2 J une 07 Wave 3 J an08
Global. Source: Universal McCann Social Media Tracker Power to the People
France4m
Italy3.4m
Turkey2m Pakistan
0.97m
Czech0.6m
MEXICO4.1m
China43m
South Korea9.7m
Taiwan4.2m
Philippines2.4m
BRAZIL7.6m
Spain4.5m
India8.7m
Japan14m
HongKong
1m
USA26.4m
CANADA1.6m
UK4.5m
Greece0.3m
Australia1m
Germany5.2m Romania
0.5m
Denmark0.3m
Poland1.1mNetherlands
1.6m
Switzerland0.5m Austria
0.4m
Hungary0.1m
Russia2.4m
% Write their own blog
60%+
40% -60%
30%-40%
<30%
Asia leads the charge
Global. Source: Universal McCann Social Media Tracker Power to the People
Russia leads social networking
0%
10%
20%
30%
40%
50%
60%
70%
80%
GLOBAL France Germany Italy Russia Spain UK USA
% C
rea
te a
pro
file
Wave 1 Sep 06 Wave 2 J une 07 Wave 3 J an08
Global. Source: Universal McCann Social Media Tracker Power to the People
Italy3.9m
Germany8.2m
Switzerland0.9m
USA43m
Spain4.7m
France4.2m
Japan12.4m
Czech0.8m
Denmark0.6m
Austria0.6m
Greece0.5m
Turkey3.3m
China39m
India11.7m
South Korea9.4m
Romania1.4m
Netherlands3.7m
CANADA4.2m
UK11m
Australia2.6m
Hong Kong1m
MEXICO5.1m
BRAZIL11.4m
Pakistan1.8m
Poland2.7m
Taiwan3.9m
Philippines3m
Hungary1m
Russia6.1m
% joined a social network
70%+
60% -69%
50%-59%
<49%
Connects the world
Global. Source: Universal McCann Social Media Tracker Power to the People
Video – fastest growing media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% W
atch
Vid
eo C
lips
Wave 1 Sep 06 Wave 2 J une 07 Wave 3 J an08
Global. Source: Universal McCann Social Media Tracker Power to the People
It is about sharing opinion
0 5 10 15 20 25 30 35 40 45 50
Write a review of a product/serviceon yr blog/weblog
Post opinion on social network
Write review on retail site
Comment on a review on a blog/weblog
Tell someone about aproduct/service by email
Tell someone about aproduct/service by messenger
Monthly Reach - Sharing Infomation
Wider world
Peer to peer
Global. Source: Universal McCann Trusting Strangers
Asia leads opinion sharing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
RomaniaFranceJapan
HungaryUK
NetherlandsRussiaCanada
SwitzerlandSpain
DenmarkEuropeTurkeyGreece
ItalyAustralia
USACzechPolandAustriaMexico
GermanyPakistan
ChinaTaiwan
IndiaPhilippines
BrazilSouth Korea
Hong Kong
Talked about beverages online
Global. Source: Universal McCann Trusting Strangers
Consumer content more trusted
0 1 2 3 4 5 6 7 8
Celebrity recommendation Television Adverts
Blogs/Weblogs-blog w ritten by people you do not know
Peoples w ish/fav lists on retail w ebsites e.g amazon.com Recommendation in a television programme
Comments/view points on social netw ork sites e.g facebook.com
Readers letters page in a new spaper Blogs/Weblogs- professional blog e.g engadget.com
Shelf information and product displays in store
Company/brand Website Search engine (e.g live.com)
Review s w ritten on new s w ebsites e.g guardian.co.uk New spaper article
Magazine article
User review s on an online auction site (e.g ebay.com) Blogs/Weblogs- personal blog w ritten by people you know
Review s on retail/ price comparison w ebs e.g priceline.com
Consumers review s on retail sites e.g amazon.com Instant Messenger conversation w ith a friend/ colleague
Emails from a friend/ colleague
Personal recommendations from professionals Personal recommendations from friends/ family/
Least trusted Most trustedGlobal Average. Source: Universal McCann When Did We Start Trusting Strangers
Global. Source: Universal McCann Trusting Strangers
Growth of broadband
Dec 2006: 282 million broadband connections
Dec 2008: 400 million broadband connections
Dec 2013: 635 million broadband connections
Dec 2008: China overtook US with 80m lines
New economy: global innovation
► Low costs► Single person multi-
national► Global market place for
ideas and skills► Tools are democratised
The social future of research
► No lines: listening is marketing► Rise of data & analytics► Social Media as a data collection► Global perspective
Data: Buzz tracking
► Listening is the future► Interpretation / trend analysis is key► Important but won’t replace research
We still need answers: new methods
► Fuse question data with observational data ► Distribute surveys into social networks / RSS /
social networks► Allow consumer content generators to share
your surveys► Use conversational media to drive qual insight
– Blogs, microblogs etc
Build community
► Build dynamic and conversational community to increase participation and response
► Allow panelists to interact► Make results open to the community ► Learn from the social networks► Be open – cross platform ► Work with brands to build their community
Use tools of social media
► Promote external community to build relationship ► External community builds internal community► Communicate with the world► Get consumers to endorse your product
Social media = research future
► Research key skill for marketing in the future► Listening is the future of marketing► Huge opportunity► Global scope ► Web trends are key
Get in touch
Email: [email protected] Mobile: +447970727061 Web: trendstream.net Twitter: TomtrendstreamLinkedIn: linkedin.com/in/smithtom
Globalwebindex.net