iab barcelona 2010 - "social media and branding" by global web index

BRANDING ONLINE: THE TIME IS NOW2-3 June 2010

Social Media and BrandingTom Smith, Trendstream


Today

• Social Media in 2010 – Where should brands focus?

• What do consumers want from brands

• The opportunity


18 markets, 50K+ surveys - Most detailed social media research


Social Media in 2010 – Where

should brands focus


Follow the hype.....?


Not always...

0%

10%

20%

30%

40%

50%

60%

70%

80%

UK Netherlands Germany Italy Spain France Russia

Twitter

Facebook

Awareness of web services by country

Source: Global Web Index Wave 2

41% Twitter Awareness

55% Facebook Awareness


The mass market is different....

0%

10%

20%

30%

40%

50%

60%

70%

80%

UK Netherlands Germany Italy Spain France Russia

Twitter Aware Facebook Aware Twitter Use Facebook Use

Weekly usage of web services by country

Source: Global Web Index Wave 2

6% Twitter Usage

29% Facebook Usage


Know who is using....

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Regular Twitter user

Source: Global Web Index Wave 2 – European Average

Leading users are

marketing and computer

professionals


The Social Web is much bigger

0% 10% 20% 30% 40% 50% 60% 70%

Used a micro-blogging service

Written your own blog

Written a news story / article

Edited/managed own website

Listened / watched a podcast

Uploaded a video online

Left a comment on a story on a website

Used a Chat Room / Forum

Used a consumer review site

Uploaded photos online

Manage your social network profile

Watched a video clip

Have Done in the Last Month



Growth is driven by Social Networks and Video. Behaviour

change moves more slowly than you might think

0% 10% 20% 30% 40% 50% 60% 70%

Used a micro-blogging service

Written your own blog

Written a news story / article

Edited/managed own website

Listened / watched a podcast

Uploaded a video online

Left a comment on a story on a website

Used a Chat Room / Forum

Used a consumer review site

Uploaded photos online

Manage your social network profile

Watched a video clip

Jul-09

Jan-10 change



The key involvement points for brands differ by market:

France Germany Italy Netherlands Russia Spain UK

Manage your social network profile 32% 29% 38% 38% 50% 39% 46%

Written your own blog 9% 8% 19% 8% 19% 18% 9%

Used a micro-blogging service 4% 4% 12% 3% 13% 7% 6%

Edited/managed own website 9% 14% 19% 13% 23% 15% 11%

Left a comment on a story on a website 23% 23% 24% 26% 32% 37% 24%

Source: Global Web Index Wave 2 – Have done in the last month


These contributors shape your brand: reviews and

forums are key

11%

17%

18%

19%

21%

22%

22%

24%

24%

25%

28%

0% 5% 10% 15% 20% 25% 30%

On my blog

On the comments of a news site

In the comments of a blog

In a group on a social network

To a contact on a social network

To a contact on instant messenger

On a price comparison site

On a site dedicated to reviews and recommendations

On a forum or message board

To a contact on email

In reviews on an online retail site


Where did you mention products and brands in the last month?


This information impacts all web users...

4%7%

11%11%

12%13%

14%15%

18%18%

19%22%

25%26%

27%27%

32%33%

38%41%

42%43%

0% 10% 20% 30% 40% 50%

Take on a different personalityChange other people’s opinions

Meet new peoplePromote something

Organise my lifeExpress myselfShare content

Share my opinionNetworking for work

Play gamesKeep my friends up to date with my life

Find films / TV showsFind music

Fill up spare timeEducation

To get inspired/get ideasEntertainment

Research for workResearch how to do things

Stay in touch with friendsStay up to date on news / events

Research / find products to buy


What motivates you to get online?


People trust other consumers online more than any

professional contact

0%

10%

20%

30%

40%

50%

60%

70%

80%



Your brand perception is shaped here....


And here..... 6 out of 10 are consumer

created


Key points

• Social Media is much bigger than Facebook and Twitter

• Forums, reviews and recommendation sites drive purchasing

• Contribution in Europe is very purchasing orientated

• Contributors are shaping your brand. It is essential to engage them directly


What do consumers want from

brands?


They want to talk!!

0% 5% 10% 15% 20% 25%

Contacting me with helpful information if I mention the brand

Sponsoring blogs

Becoming your friend in a social network

Creating groups in social networks

Talking to bloggers directly about relevant products and services

Creating blogs that focus on the company and product

Braded videos

Using targeted advertising

Sponsoring music downloads

Listening to the comments that people say online

A page in a social network to ask questions directly to the company

A company/brand community/social network that allows interaction


What improves your opinion of the

brand?


Interacting

with Staff

A page in a

social network

where I can

talk directly

Listening to

what I say

What improves your opinion of the

brand? Top 3


Technology and fashion brands lead demands for

consumer interaction

0%

5%

10%

15%

20%

25%

30%

35%

Luxury product

Soft drink Airline Packaged food

product

Snack product

Financial product / service

Personal care / beauty brand

Car / Automobile

Fashion brand

Technology product

Create a platform for you to interact with the company or staff directly e.g blog / micro-blog



The opportunity


This is much bigger than just another short term

marketing opportunity. It should redefine how brands

relate to consumers across the business

Advertising

PR/Comms

RecruitmentProduct

Development

Customer

Service


The social web is fragmented and messy. Take your

brand to the consumer in as many platforms as

possible: e.g Capricho teen magazine Brazil


Talk to consumers on a one to one basis e.g Tata,

Sony or Apple in India


Promote your people not just the brand e.g Dell


Enhance product + provide places for customers to

engage: deliver open and real-time customer

engagement e.g Skybrasil


Tell stories about the company: be transparent and

open e.g Mercedes video content in China


Reward consumer involvement and distribution: e.g

MTV India or HP Brazil


The role of advertising?

• Social media is a challenge for advertising:– Need to think beyond the traditional media buy and ad format

– Create assets that can also be distributed by consumers and paid for ad units

– Use sponsorship with content, and applications

– Promote people

– Signpost consumers to your social presence – work with social platforms

– Help speed up the process – social media is a long term and can be a slow build commitment


Thank you....!

• [email protected]@tomtrendstream+447970727061skype: tomtrendstreamManaging DirectorTrendstream Limited

mailto:[email protected]

iab barcelona 2010 - "social media and branding" by global web index

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