may2012 tendencias socialmedia
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Una nueva práctica global2012
2
• Social Media landscape in Mexico– Industry stats
• Social Media Trends by group users– Teens– Moms– Executives
• The Trends– Mobility– Gamification– Consumer centric platforms– Convergence vs. Divergence (Services vs. Technologies)– The Super Users
Contents
3
Internet Landscape
Source: AMIPCI, Estudio de Redes Sociales
4
• Mexicans love social media
• Mexico is the 4th country in the world with highest social media penetration with a forecast growth of 17.9% for 2012
• Mexico is the 5th country with more users conected to Facebook (33 millions), a penetration of 28.38%
• According to Semiocast, Mexico is the 7th country with moreTwitter users with 11 million users
• LinkedIn has more than 2 million users (11th worldwide)
Internet Landscape
5
Internet Landscape
• 35 million users in 2011
6
Internet Landscape
Gender
49%51%
Male
Female
Source: AMIPCI, Estudio de Redes Sociales
7
Social Media Landscape
87% of users are connected
to a social network
Source: IAB Mexico: Estudio de Consumo de Medios entre Internautas Mexicanos 2011
8
Social Media Landscape
27% wrote about a brand and 40% liked
a fan page
Source: IAB Mexico: Estudio de Consumo de Medios entre Internautas Mexicanos 2011
9
Social Media Landscape
60%
28%
7%
3%
2%
Daily
2/3 times a week
Weekly
Bi-weekly
Monthly
Source: AMIPCI, Estudio de Redes Sociales
Frequency
10
Social Media Landscape
Source: IAB Mexico: Estudio de Consumo de Medios entre Internautas Mexicanos 2011
Less than1 hr
More than
12 hrs
5-12 hrs2–5 hrs1–2 hrs
Time Spent
11
Social Media Landscape
Facebook and Twitter are the most important platforms in this
moment
Source: IAB Mexico: Estudio de Consumo de Medios entre Internautas Mexicanos 2011
12
Social Media Landscape
Users become more active year after year
Social Media Users
Active
Passive
Wrote about a brand or
service
Belong to a fan page
Saw ads in Social Media
201015%
201127%
201028%
201140%
Saw that someone spoke about a brand
or service
201075%
201183%
201046%
201157%
Source: IAB Mexico: Estudio de Consumo de Medios entre Internautas Mexicanos 2011
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Social Media Landscape
Benefits of following a brand
Keep me informed of brand news
Special Promotions
Relevant Information
Know the opinion of other users
Communicate with the brand
79%
51%
50%
44%
31%
Source: IAB Mexico: Estudio de Consumo de Medios entre Internautas Mexicanos 2011
14
Social Media Landscape
ZMOTUsers that search information about
brands, products and services
Users that buy or pay services online
Source: IAB Mexico: Estudio de Consumo de Medios entre Internautas Mexicanos 2011
15
Industry Landscape
High Priorities in Digital in 2012
Investigation & Metrics
Branding Campaigns
Search Marketing
Social Media
Digital Infrastructure
eMail Marketing
Gaming
Viral Campaigns
Mobile
Direct Response Campaigns
16
Industry Landscape
Budget assignations in 2012
Online Media
Social Media
Mobile Marketing
CMR
Promotions
Radio
Exteriors
TV
Pulblic Relations
Events
Own websites
POS
Direct Marketing
Newspapers
Magazines
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Industry Landscape
Social Media statsby user groups
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33%Teens
Mexican Users
64% high interaction
36% low interaction
Teens
• 1 of 5 teens that has high interaction on the Internet, owns a game console
• Teens that connect on longer periods to the web do it through mobile devices
• Teens that are connected more than 5 hrs a day do it on different places – they are in constant movement
20
Celular
Computadora de escritorio
Laptop
Consola de videojuegos
MP3
Smartphones
PDA/Palm
Tablet
0% 20% 40% 60% 80% 100%
75%
56%
47%
49%
53%
10%
5%
5%
64%
54%
52%
48%
42%
21%
5%
5%
20102011
Teens
Devices
21
Average time spent connected:
3 hrs 56 min
Teens
¿What they do?
6 of 10
5 of 10
4 of 10
3 of 10
Connect to social media, search engines and check email
Download music and videos
Play online, watch, videos, connect to movies sites
Navigate on the web, tech sites & blogs
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Video
s mus
icales
Video
s cor
tos
Pelíc
ulas
Serie
s
Notici
as
Docum
enta
les
Depor
tes
Teleno
velas
0%
10%
20%
30%
40%
50%
60%
70%68% 67%
45%
34%29%
25% 24%
10%
Average of contents consumed
Teens
23
YouTube Twitter Hi5 My Space
MSN Soap Box
Yahoo Photos
Jumpcut Ustream0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
15%
43%
0%
70%27%
6%3%
21% 15%
88%
49%
18%
13%9%
9%3%
0% 0%
20112010
Teens
Networks to upload content
24
29%
22%17%
8%
7%
6%
4%4% 3%
¿Where do they get their info?
Enciclopedias en líneaRedes socialesBuscadoresBlogsSitios de noticiasComunidades o forosPeriódicos onlinePáginas de las marcasOtros
Teens
25
2010 2011
48%
72%
52%
28%
NoSí
Teens
6 of 10 follow at least 1 brand in social media • 31% writes about the
brand
• 51% liked at least 1 fan page
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• Connected to the Internet 4.6 hours daily
• 62% reads and answers emails over night and through weekends
• 76% never turn off their mobile
• 88% is connected to social networks
• Open to participate in promotions and like to know more about products, services and promotions that brands offer
Executives
“My job makes me be connected all time”
27
Lapto
p
Computa
dora
de es
crito
rio
Celula
r
Smar
tphon
e
Conso
la d
e video
jueg
osMP3
iPad
Palm
/PDA
0%10%20%30%40%50%60%70% 63%
52%45%
30%16% 16%
7% 2%
How do they connect?
Executives
¿Qué sitios visitan?
79%
74%
61%
Redes SocialesBuscadoresCorreo Electrónico
28
Celulares
Desktop
Laptop
Videojuegos
Reproductor MP3
Smartphone
PDA
iPad
0% 10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
93
58
56
48
45
15
7
4
34
56
55
18
11
13
6
5
Artículos que poseeDesde dónde se conecta
Digital Moms
Moms are becoming more connected to the web through mobile devices
29
Time Spent Connected
Menos de 1hrDe 1 a 2 hrsDe 2 a 5 hrsDe 5 a 12 hrsMás de 12 hrs
Digital Moms
30
Face
book
Hi5
Twitt
er
My
Space
Sónico
Win
dows Liv
e Spac
es
Met
rogflo
g
Blogger
Foto
log
GeoCiti
es
Linke
dInFlick
r0
102030405060708090
10089
60
36
24 24 23
8 6 5 4 2 1
Networks
Digital Moms
9 of 10 moms connected belong to a social network
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Enviar mensajes instantáneos
Ver fotos
Ver las noticias de mis contactos
Publicar mensajes personales
Subir fotos
Ver información de mis contactos
Buscar personas
Participar en juegos
Subir videos
Otros
0 10 20 30 40 50 60 70 80
70
65
53
51
48
45
28
23
6
1
What do they do?
Digital Moms
32
Moms are more likely to interact with brands on-line
Siempre me detengo a ver la publicidadA veces me detengo a ver la publicidadNunca me detengo a ver la publicidad
Digital Moms
33
• People who are connected 24/7 – Mobile device (smartphone or tablet)– Desktop– Laptop
• They generate influence among their communities on Internet usage habits and emerging technologies
• They have access 24 hours but remain active between 7 & 8 hours a day – 2 times more than an average user
• Super Users want to be available on the Internet
• The first thing they do in the morning is review their social networks
Super Users
34
Teléfono celular
Laptop
MP3
Computadora de escritorio
Consola de videojuegos
Smartphones
PDA/Palm
Tablet
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
81%
79%
71%
67%
60%
51%
11%
8%
Devices
Super Users
35
99%
90%
84%
% Contents consumed on the Web
Entretenimiento
Búsqueda de información
Redes Sociales
Super Users
This sector has the higher interaction with brands in social media.
98% manage at least 2 social networks.
36
87%
74%
40%
27%
27%
Where do they find their info?
BuscadoresRedes SocialesCorreos electrónicosPortalesPeriódicos en línea
Super Users
37
Hi5
My Space
Metroflog
Sónico
Blogger
Flickr
Fotolog
Otros
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
98%
66%
46%
40%
25%
21%
17%
12%
11%
9%
Which Social Networks they use?
Super Users
38
0%
20%
40%
60%
80%
100%
0.46 0.5689%
67%
PasivoActivo
Super Users
Interaction with brands
5 Big Trends
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• Mobility is the key for the incoming future – from SMS based services to mobile wallets that allow users to make payments
• Combined with coupons, offers and loyalty programs, brands should drive a higher engagement with followers
– 254,772 mobile apps launched just for iOS (worldwide)– In 2011 487.7 milllion of smartphones sold vs 415 million computers
(including laptops, desktops, tablets and netbooks)
• 7 of each 10 users will have a smartphone in Mexico by 2015 (CIU)– Penetration of 14% in 2011– Forecast: 23.3% in 2012, 34.7% in 2013 and 50.3% in 2014– RIM leads the market with 40% and Nokia with 23%– 64% of post-pay users uses mobile internet and 94% prefers Wifi– In pre-pay, 26% uses the services offered by carriers
Mobility
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• Geolocalization plays an important role for mobility and will become a very important part of the equation “software-hardware-content”
– Facilitates commerce, allowing users to find promotions and offers near the places they are
– Although Foursquare is quite popular in Mexico, there are other platforms such as Highlight, Waze or LiveMind that still remain unknown
– Companies or businesses that learn how to provide the best offers and boost commerce will be succesful
• Mobility has allowed geolocalization platforms mature from “check ins” to “recomendations” – finding offers and great experience is more relevant for users than get a badge for going out a lot
Mobility
42
• Gamification is the use of game design techniques, game thinking and game mechanics to enhance non-game contexts
• Gamification works by making technology more engaging, by encouraging users to engage in desired behaviors, by showing a path to mastery and autonomy, by helping to solve problems and not being a distraction, and by taking advantage of humans' psychological predisposition to engage in gaming
• The technique can encourage people to perform chores that they ordinarily consider boring, such as completing surveys, shopping, filling out tax forms, or reading web sites
Gamification
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• Available data from gamified websites, applications, and processes indicate potential improvements in areas like user engagement, ROI, data quality, timeliness, or learning
• Gamification rewards points to people who share experiences on location-based platforms such as Facebook's "Places" feature, Foursquare, and Get Glue
• Some of the techniques include:– achievement "badges”, achievement levels, leader boards, a visual meter
to indicate how close people are to completing a task (such as completing a social networking profile), virtual currency, systems for awarding, redeeming, trading, gifting, and otherwise exchanging points, challenges between users, embedding small casual games within other activities
Gamification
44
• There is a lot of confusion about the right metrics in social media among companies
• More than 30% of companies with social media efforts do not measure their efforts because they do not know how to do it
• 85% of marketing directors will invest more in social media in the next
3 to 5 years and are looking to define the right metrics that demonstrate value to their businesses
• Offering a measurement program is a big opportunity for Social@Ogilvy in the upcoming months
Metrics
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• More frequently, consumers adopt new technologies that allow them to access all kind of contents
• It’s fundamental how to plan, produce and adapt contents to be relevant through this new consumer journey
• We must facilitate users the best “interplatform experience”: to consume content in the right format, right device and right moment, anytime, anywhere
• Life after 2 (or 3) screens - more streaming
• Access to information will be simpler and easier thanks to apps
• It matters what the user can do with a device, not if it’s powerful or not
Convergence vs. Divergence
46
• No one talks about them, there is no enough information on the web, seems they don’t exist but the new video stars for young audiences live in YouTube
• The principle is easy: turn on a video camera and start recording anything that comes to their minds
• A new generation of “videobloggers”, “videovloggers”, “youtubers”, “videopodcasters”, have a huge reach– Werevertumorro: 1,787,810 subscribers and 530,762,545 reproductions– Benshorts: 96,268 subscribers and 3,752,736 reproductions– TV Azteca powered “IrreverenTV” has 143,301 subscribers and 9,446,081
YouTubbers