hk d2 amsterdam - deciphering the social media landscape
DESCRIPTION
At the Hill&Knowlton Demystifying Digital event in Amsterdam on April 14 2011, Martin Warmelink shows the results of a TNS research on Social Media usage in Europe.TRANSCRIPT
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Deciphering the Social Media landscape
tns Martin Warmelink
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1. THE DIGITAL LANDSCAPE
5. BRAND PERMISSION AND STRATEGIES
2. MOBILE
3. SOCIAL
4. VIEWING THE WORLD THROUGH A DIGITAL LENS
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www.discoverdigitallife.com
Sources: TNS Digital life (2010) and TNS Mobile life (2011)
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1. Digital: 82%2. TV: 52%3. Radio: 49%
1. Digital: 83%2. Radio: 52%3. TV: 51%
1. Digital: 69%2. TV: 62%3. Radio: 42%
% accessing daily(base: internet users!)
1. TV: 64%2. Digital: 57%3. Newspaper:46%
1. TV: 75%2. Digital: 42%3. Newspaper:35%
1. Newspaper:56%2. TV: 41%3. Radio: 37%
1. TV: 68%2. Digital: 53%3. Radio: 44% 1. TV: 61%
2. Radio: 59%3. Newspaper:38%
1. Digital: 56%2. TV: 39%3. Newspaper:32%
1. TV: 70%2. Digital: 62%3. Radio: 31%
Internet penetration NW Europe: +/- 80%Internet penetration SE Europe: +/- 50%
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Rules of engagement will vary by region: localised campaigns that take this into account will have a better chance of yielding high returns
HIGH
INVOLVEMENT
HIGH
CONSUMPTION
LOW
INVOLVEMENT
LOW
CONSUMPTION
Internet is commoditisedMakes my life more efficient
Internet is functionalIt helps me to be productive
Internet is pivotalIs the centre of my life
Internet is aspirationalHelps me achieve my goals
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The Internet has become a functional tool for many markets in the NW part of Europe, particularly the Nordic markets. Stand out markets are France and the UK with high consumptions levels and strong levels of involvement
Internet is commoditisedMakes my life more efficient
Internet is functionalIt helps me to be productive
Internet is pivotalIs the centre of my life
Internet is aspirationalHelps me achieve my goals
HIGH
INVOLVEMENT
HIGH
CONSUMPTION
LOW
INVOLVEMENT
LOW
CONSUMPTION
FR
BE
AT
NL
NO
SE
DK
GB
LU
FI
DE
GR
TR
RU
PL
IT
PT
EEIL
ES
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Organise EntertainInform
Digital meets a broader range of needs than any other media; it is inherently fragmented
Communicate
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Consumers engage in email, social and news the most frequently. 80% of global online users have tried online shopping at some point
% doing activity
56 95 61 36 55 24 46 72 66 48 33NWE
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Social will continue to grow, especially in emerging markets and via mobile
increase
decrease
PC mobile
10
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Mobile access is critical especially in rapid growth markets – invest in talent and R&D now to be able to respond to the trend
% online users accessing internet from mobile in last four weeks
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Consumers accessing social networking sites through their mobile – GlobalSource: Mobile life 2011
And social networking is moving seamlessly to mobile
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5
12
Global 2009 Global 2010 Global 2011
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Why? Four key developments
1. Improving user interface
2. The growth of “Now”
3. Unlimited data plans
4. Cheaper phones
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http://www.flickr.com/photos/escalepade/3823351212/sizes/o/in/photostream/
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MOBILE
INSTANT
INTIMATE
Implications for marketeers
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Despite much lower daily use than email, social networking attracts the highest volume of usage, an immense opportunity to leverage engagement
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Multi-media integration is the critical next step for social across PC and mobile
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And it is the same for mobile
Usage and demand for mobile social networking services - %
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Social is already a major brand channel...
Brand Activities on Social Media
32% Talking(Written positive or negative comments
about brands)
36% Listening(Read user comments
about brands)
48% Inactive in CGM(Does not read or write
comments about brands)
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Brands are fighting for a social presence
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…but whilst social media is universal, brands are universally ignored
Connections on social networks
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Attitudes to brand interaction on social media across regions
This can be partly explained by resistance to brand ‘intrusions’
% actively looking for brands
% who find brands intrusive
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Multiple tactics can be employed to generate brand connections
Reasons to join brand community
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If you do it, do it right (1)
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If you do it, do it right (2)
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If you do it, do it right (3)
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Reasons for de-friending a brand
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Low involvement categories can use social media to differentiate from competitors
The ‘Will it blend’ campaign from Blendtec showcases its products by blending an array of objects
Old Spice livened up its image by inviting consumers to ask the Old
Spice man a series of questions which he answered through YouTube
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High involvement categories need integrated digital presence to survive
LG campaign for youngsters to think about the repercussions of sending text messagesBrand is associated with a good cause and gets exposure to consumers who want to see their content
LG has strong online presence through its own interactive website
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Consumers have different needs …..
Sociable, friendly
Effective, efficient
Knowledgeable, informed
Under control, on top of things
Under control, on top of things
Fun, pleasure
Knowledgeable, informed
Intelligent, thinking
A sense of freedom, escape
Amused, entertained
Fun, pleasure
eDominant Consumer Needs
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And consumers differ………..
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% size of segments
Size segments by region: Functionals tend to dominate in NW Europe, NAM and Dev. Asia, while Influentials tend to dominate in Ind and China
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Different behaviours
26%
Functionals
4%
Aspirers
25%
Networkers
19%
Knowledge-Seekers
10%
Communicators
16%
Influencers
Generators
Amplifiers
Readers
NW Europe
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View photos of Melissa
Wall Photos VideoInfo Friends
161 friends view allMy smartphone for 24/7 networking
Price comparison sites
Melissa Networker
MarriedNo childrenAge 35Working / Higher education
Networkers
For me, the internet is about relationships. Social media makes me feel ‘close/supported and in the loop’ so we like popular sites. I like to play games on Facebook now and then.
I love promotions, offers, competitions – and would like to become fan of your brand and will ‘follow’ you – but ensure brand information is interesting and to the point
Our lives are getting busier, and we don’t spend much time online at work – contact us in our free time
I’m open to brand messages via e-mail, Provide me with entertaining content that I can share with my friends
Information
Favourite sites:
Likes…Friends
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Brand implications & strategies
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Brands need to know the key stages on the (online) path to purchase
Use online touchpoints Use offline touchpoints
Brand generated Consumer generated
Brand websites
Retailer sites
Search engines
Price comparis
on websites
Review sites
Blogs / forums
Comments on social
networks
Offline media
Retail stores
Word of mouth
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And understand where you have ‘permission to play’
% actively looking for
brands
% who find brands
intrusive
22516 39730 17545 5500 11940 3731 4763 13869 12882 7640 5199
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Invest time to understand your audienceUse a digital lens to view the market, understand the who, what , why and where. 1
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Get ready for MobileBe nimble, targeted, offer mobile purchasing2
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Don’t succumb to peer pressureDon’t do something because its cool, do it because its right for your target3
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Be authentic and have a genuine interest in your target audience.Be prepared to interact with them, resource for this, and allow consumers to dictate4
