social media mapping

8/13/2019 Social Media Mapping

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Tagged!Mapping up Romanian segments of social networks users

Date: October, 2010


2/28

2Methodology

Research methodQuantitative survey

Target populationMen and women, aged 15-55, from urban cities larger than 50,000 inhabitants, users of online socialnetworks

Sample size528 interviews

Data collection technique

Computer assisted web interviews, using a semi-structured interviewInvitations were sent randomly to Daedalus New Media Research panel

Fieldwork

Data collection was performed between 13 and 26 August


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BRANDS & ADS IN THE SOCIAL NETWORKSENVIRONMENT


4/28

Key points (I)

On average, social network users connect with 2 different pages(other than theirfriends, relatives, etc.), users of Twitterbeing most dynamic in this sense, having3 connections;

A thirdof the social networks users in Romania are having a brand or a companyin their list of contacts;

Brands outrank singers/bands, cities/countries or movies as pages users prefer toconnect with;

Those using Facebook,Twitteror LinkedIngetconnectedto brandsorcompanies significantly morethan the average does;

The users of Twitterare connected to politiciansor famous bloggerssignificantly more than the average is;


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Key points (II)

The regular social network user follows2 brandson average, the users of Twitter,LinkedIn and Facebook having significantly more brands they go after;

6 out of 10 brandsthe users follow, are in the his/her list as friend orfollowee,while the rest are looked after on pages the brands have on socialnetworks;

The social network space is already a hot-spot for the presence of the brands,a fact confirmed by users: half of themsaying they have been approached bybrandsin the virtual space;

Users of Facebookand those of LinkedInthat received invitationsfrom brandsare significantly more than the average;


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32.6

30.5

26.5

23.7

21.2

16.3

12.5

10.4

9.8

7.6

5.9

36.2

%

Types of Pages Users are Connectedwith on Social Networks

Total

N=528

Q18. Select from the list bellow the type of web pages you are linked (you are a fan, friend, follower, you have at like) on [INSERT THE NETWORK FROM Q6]?

Brand or company

Singer/ band

Cities/ countries

Movie

Actor/ actress

Electronic game

Politician

Famous bloggers

Sports team (football, basket, handball etc.)

Sportsman/ sportswoman

Others

None of these

* Respondents who currently use a certain social network


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32.6

30.5

26.5

23.7

21.2

16.3

12.5

10.4

9.8

7.6

5.9

36.2

%

Types of Pages Users are Connectedwith on Social Networks

Total

N=528


17.9

13.8

11.6

9.2

8.2

6.8

30.7

25.4

26.8

30.7

34.5

36.2

%

32.4

28.3

24.2

22.9

19.5

16.4

9.9

8.2

11.3

7.8

6.1

41.0

%

Significantly higher/lower towards Total (level of confidence 95%)

Brand or company

Singer/ band

Cities/ countries

Movie

Actor/ actress

Electronic game

Politician

Famous bloggers



Others

None of these


30.1

22.1

18.6

16.8

16.8

12.4

8.0

12.4

6.2

5.3

41.6

20.4

%

N*=113N*=414 N*=293

!

!

!

!

!

" !

"


8/28

Total

N=528

33.3

28.3

21.7

13.3

18.3

16.7

20.0

25.0

23.3

33.3

50.0

46.7

%

37.8

24.5

28.7

21.7

17.5

21.0

15.4

9.8

11.9

9.8

42.0

2.1

%


Types of Pages Users areConnected with on Social Networks


31.0

34.0

23.0

19.0

10.0

15.0

9.0

11.0

10.0

39.0

21.0

42.0

%


32.6

30.5

26.5

23.7

21.2

16.3

12.5

10.4

9.8

7.6

5.9

36.2

%

Brand or company

Singer/ band

Cities/ countries

Movie

Actor/ actress

Electronic game

Politician

Famous bloggers



Others

None of these

N*=60 N*=143N*=100

!

!

!

!

!

!

!

"

"

!

!


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63.3 64.5 60.5 59.468.1 62.9 68.1

36.7 35.5 39.5 40.631.9 37.1 31.9

Brands that I

access their webpages

Brand with which Iam: friend,

follower, fan orI have a s like

% of me ntions

Relationship with Brands onSocial Networks

Average** 2.17 2.56 1.99 1.47 4.60 2.17 3.10

*Respondents who currently use a certain social network

**Average = number of brands followed up on social networks

Q19. What brand or companies do you follow up on online social networks? Think of all companies or brands you are fan, friend,follower, do you have as like, but also those you access their web pages from social network only from time to time./ Q20. Note ho wmany of these are in each of the 2 categories


Total

N=528

%

Type of Relationship Share

N*=414

%

N*=293

%

N*=113

%

N*=60

%

N*=143

%

N*=100

%

! ! !


10/28

Relationship with Brands onSocial Networks


Q21. Did a company or brand send you a friend request on a social network?


Friendrequestfrom a

brand orcompany

Total

N=528%

Yes 50.2 55.1 50.9 52.2 55.0 53.1 62.0

No 49.8 44.9 49.1 47.8 45.0 46.9 38.0

N*=414%

N*=293%

N*=113%

N*=60%

N*=143%

N*=100%


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50.0

38.4

41.8

41.1

37.7

28.8

32.9

26.0

28.8

22.6

%

48.4

41.9

45.2

32.3

30.1

30.1

25.8

19.4

39.8

48.4

%

The categories users are connectedwith on Social Networks Top 10

Q22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visitbelongs to, no matter if you have them in your contacts list, or as like or you simply visit the page?

Total

N*=168

50.6

40.5

40.5

39.3

35.7

30.4

30.4

27.4

26.2

23.8

%

N*=146 N*=93


Newspapers/ Magazines/ TV Channels

Cosmetics products/ Personal care

IT

Telecom

Tourism agencies, airline companies

Electronics / Appliances

Restaurants/ Bars/ Clubs

Auto

Event organizers sites

Supermarkets/ Hypermarkets

42.4

45.5

48.5

48.5

33.3

39.4

27.3

36.4

27.3

30.3

%

N*=33

*Respondents who currently use a certain social network and follow up at least one brand or company on online social networks

!

!


12/28

The categories users are connectedwith on Social Networks Top 10

Q22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visitbelongs to, no matter if you have them in your contacts list, or as like or you simply visit the page?

Total

N*=168

50.6

40.5

40.5

39.3

35.7

30.4

30.4

27.4

26.2

23.8

%




IT

Telecom




Auto



67.9

32.1

71.4

64.3

42.9

46.4

32.1

25.0

46.4

28.6

%

55.6

44.4

46.3

40.7

27.8

35.2

33.3

31.5

42.6

51.9

%

N*=28 N*=54

51.2

29.3

46.3

39.0

34.1

36.6

19.5

29.3

17.1

56.1

%

N*=41

!

!

!



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44.0

39.6

40.3

41.1

38.2

34.8

34.1

33.1

28.7

33.8

%

43.3

43.0

42.7

39.9

41.3

36.9

32.1

31.4

30.7

31.4

%

The Categories Users Want to beConnected with on Social Networks Top 10

Q23. Which of the following category of products and services, available on the Romanian market, you would like to find on the socialnetwork pages that you usually visit?

Total

N*=528

44.7

40.7

40.5

40.0

38.6

33.5

32.8

31.6

31.3

29.9

%

N*=414 N*=293


49.6

46.0

37.2

33.6

34.5

40.7

40.7

50.4

50.4

50.4

%

N*=113


Telecom

IT







Auto

!

!

!

!

!

!


14/28

The Categories Users Want to beConnected with on Social Networks Top 10

Q23. Which of the following category of products and services, available on the Romanian market, you would like to find on the socialnetwork pages that you usually visit?

Total

N*=528

44.7

40.7

40.5

40.0

38.6

33.5

32.8

31.6

31.3

29.9

%


45.0

41.7

51.7

40.0

33.3

36.7

36.7

28.3

46.7

58.3

%

44.8

47.6

46.9

35.7

33.6

35.0

35.7

41.3

48.3

49.0

%

N*=60 N*=143

44.0

40.0

48.0

41.0

37.0

29.0

33.0

29.0

39.0

25.0

%

N*=100


Telecom

IT







Auto

!

!

!


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Key points (III)

The most active userswith respect to brands, have in their list brands from 5different consumer categories, most appealing being: Media, Cosmetics orPersonal Care, IT or Telecom;

Users of HI5are connectedto brands from IT or Electronics/Appliances significantlymore than the average,while those of Neogen are connected more to Telecomsand Electronics/Appliances;

Categoriesthat are having the greatest potentialin sourcing consumers from thesocial networks are: Electronics/Appliances, Hypermarkets/Supermarkets and EventOrganizers;


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Key points (IV)

Users are following the brandsto look for promotions, search infoabout existingor new productswith no less than 6 out of 10 users saying this;

Only 20%of the users are following the brands online to make commentsaboutthe productsand only 10%to comment on its commercials;

Users of professional siteslike LinkedIn are more likely to make commentsaboutproducts or commercials but also to make recommendationsof products or

services;

More than half of commentsthe users of social networks are making on brandspages are positiveand only 2 in 10 comments made are negative;

50% of the usersthat have visited a brands page on social networks are satisfiedwith the contentthey find on the pages and 62% of them find the content

believable;


17/28

-5.9

0.0

1.4

2.5

6.6

7.8

4.3

8.2

0.9

-7.0

Categories NowFollowed Up

N*=168

50.6

40.5

39.3

27.4

26.2

23.8

35.7

30.4

30.4

40.5

%

!**=Already - Would

Q22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visitbelongs to, no matter if you have them in your contacts list, or as like or you simply visit the page?/ Q23. Which of the followingcategory of products and services, available on the Romanian market, you would like to find on the social network pages that you usuallyvisit?

Consumer Goods or Services withPotential on Social Networks

Categories Would Liketo Follow up

N=528

44.7

40.5

40.7

29.9

32.8

31.6

40.0

38.6

31.3

33.5

%

!**


IT


Telecom




Auto





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Reasons for Following Brands

Total

N=528

Q24. Select, please, which are the reasons that make you follow up a brand or a company on its social networks pages? Choose thereasons, no matter if you have them in your contacts list, or as l ike or you simply visit the page.

68.6

67.6

65.5

42.4

38.8

21.4

15.5

11.0

10.0

1.7

12.7

%

68.8

67.9

66.2

42.8

36.5

22.2

16.9

12.1

11.1

1.9

12.6

%

71.0

67.6

67.2

42.3

37.5

21.2

14.7

11.3

9.2

2.0

10.9

%

N*=414 N*=293


To search information about promotions

To search information about new products

To search information about the existingproducts

To know more about how they are made/what the brand's products contain

To search information on job vacancies

To recommend a product or service

To make comments on products

To make comments on price changes ofthe products

To make comments on commercials

Something else

I have never visited the web page of abrand from a social network


73.5

74.3

71.7

46.9

24.8

15.0

14.2

10.6

1.8

8.0

50.4

%

N*=113

!


19/28

Total

N=528

68.6

67.6

65.5

42.4

38.8

21.4

15.5

11.0

10.0

1.7

12.7

%

68.3

71.7

73.3

50.0

30.0

23.3

16.7

18.3

3.3

6.7

53.3

%

69.9

49.0

19.6

11.9

3.5

7.0

18.2

31.5

56.6

74.8

79.0

%

N*=60 N*=143


Reasons for Following Brands

Q24. Select, please, which are the reasons that make you follow up a brand or a company on its social networks pages? Choose thereasons, no matter if you have them in your contacts list, or as l ike or you simply visit the page.


68.0

67.0

65.0

46.0

42.0

16.0

1.0

11.0

17.0

23.0

33.0

%

N*=100

To search information about promotions

To search information about newproducts

To search information about the existingproducts

To know more about how they aremade/ what the brand's products contain

To search information on job vacancies

To recommend a product or service

To make comments on products

To make comments on price changes ofthe products

To make comments on commercials

Something else

I have never visited the web page of abrand from a social network

!

!

!

!

!

!

"

!

!

!


20/28

Share of Comments Type

Q25. If you think of the last 10 comments that you have made on the brands web page from social networks, how many of these werepositive, negative and how many were neutral?

Negative

20%

Neutral

25%

Pie 1,55%

Negative Neutral Positive

N*=42

*Respondents who currently use a certain social network and make comments on the brands page on social networks

55%

20%

25%


21/28

3.50

3.55

3.42

3.53

3.48

3.38

3.42

Satisfaction with Page Content

Q26. Considering the content of brands web pages, information and all sorts of things that you can find there, how satisfied are you withthese pages?

4.6

3.6

2.9

5.4

4.7

5.2

4.7

2.0

0.0

1.8

3.0

3.5

42.4

38.2

43.7

36.9

39.5

40.7

44.2

45.8

49.1

47.6

54.6

48.2

46.2

44.2

4.3

7.3

5.8

3.1

5.5

4.7

3.5

*Respondents who currently use a certain social network and visit the brands page on social networks

**T2B= Satisfied + Very Satisfied

***Mean = 1. Very Unsatisfied.5. Very Satisfied

Total

%

N*=439

N*=344

N*=253

N*=103

N*=55

N*=130

N*=86

47.7

50.9

53.7

53.4

56.4

57.7

47.7

T2B** Mean***

Very Unsatisfied Unsatisfied Neither Satisfied,nor Unsatisfied

Satisfied Very Satisfied

!



22/28

3.67

3.74

3.61

3.70

3.62

3.56

3.57

The extent to which the page content isbelievable

Q27. Please tell me to what extent do you agree or disagree with the fact that information from the brands web pages on the socialnetworks is credible?

2.4

3.8

1.4

1.2

1.0

1.6

1.4

7.1

5.7

4.6

6.4

4.0

4.8

6.2

28.6

28.3

32.2

26.4

26.3

19.2

30.5

56.0

54.7

53.9

56.0

61.6

66.4

54.4

6.0

7.5

7.8

10.0

7.1

8.0

7.5

*Respondents who currently use a certain social network and visit the brands page on social networks

**T2B= Agree + Totally Agree***Mean = 1. Totally Disagree.5. Totally Agree

Total

%

N*=439

N*=345

N*=250

N*=99

N*=53

N*=125

N*=84

61.9

61.7

66.0

68.7

62.2

74.4

62.0

T2B** Mean***

Totally Disagree Disagree Neither Agree, norDisagree

Agree Totally Agree

"

"

" !



23/28

Key points (V)

Online advertisingis widely acknowledged, 7 out of 10users of online socialnetworks have seen commercialson at least one social networks they havevisited;

The advertisingbrands have on the social networks is perceived as beinginformative, depicting them as modern, and triggering consumers curiositytowards the products;


24/28

73.7 74.4 72.7 71.780.0

72.7 74.0

26.3 25.6 27.3 28.320.0

27.3 26.0

No

Yes

Advertising Awareness onSocial Network Pages

Q28. Have you seen any advert (pop-up, banners, wallpaper, etc.) on one of the social networks web pages that you visited last month?

Total

N=528

%


N*=414

%

N*=293

%

N*=113

%

N*=60

%

N*=143

%

N*=100

%



25/28

Advertising Channels Perception

N=528

Q 29. Bellow, there is a list of statements about adverts. Select, for each statement, which are the communication channels that fit best?A statement can fit with one channel, more or none.

58.5

43.2

25.9

29.5

56.3

45.5

64.2

22.0

50.2

31.1

%

21.6

23.7

15.5

16.7

21.6

21.6

18.2

18.2

10.4

12.9

%

50.8

47.3

27.3

30.5

40.3

52.3

42.8

49.2

32.4

27.3

%

29.4

27.8

15.7

15.9

20.5

30.3

22.7

20.3

15.9

11.7

%

TVNewspapers/

MagazinesInternet Social Networks

Web Pages

they draw my attention

they make me curious to know more aboutproducts

they make me buy the product

they assure me that is a good brand

they are funny

they are exciting

they offer me enough information about theproduct

they are credible

they are inspired, generally speaking

they say about the brand that is modern, and inline with the new technological trends


26/28

Deviation from expected scores

0.0

2.0

2.0

0.0

-4.0

3.0

-3.0

2.0

-1.0

-2.0

....they say about the brand that is modern,

and in line with the new technological trends

....they are inspired, generally speaking

... they are credible

.... they offer me enough information about

the product

.... they are exciting

... they are funny

... they assure me that is a good brand

... they make me buy the product

....they make me curious to know more about

products

... they draw my attention0.0

1.0

-2.0

-2.0

-5.0

4.0

-4.0

13.0

-2.0

-1.0

-4.0

2.0

3.0

3.0

1.0

-2.0

-4.0

2.0

-4.0

2.0

5.0

-6.0

-6.0

-5.0

9.0

-5.0

15.0

-

17.0

14.0

1.0

TVNewspapers/

MagazinesInternet Social Networks

Web Pages


N=528


27/28

-0.5 0 0.5

-0.4

-0.2

0

0.2

... they draw my attention

....they make me curious to know more about products... they make me buy the product

... they assure me that is a good brand

... they are funny

.... they are exciting

.... they offer me enough information about the product

... they are credible

....they are inspired, generally speaking

....they say about the brand that is modern,

and in line with the new technological trends

TV

newspapers/printed magazines

different pages from the Internet

Pages from online social networks


Advertising channels mapping

TV is still the main

channel of

communication, especially

on the activation phase ofcampaigns;

Printed media is

more suitable for

established brands

or for validation;

Online, brands must

be always updated:

information andproduct wise;

Social Networks


28/28

Thank you!

This study was conducted by Daedalus Consultingand DaedalusNew Media Researchand with the help of Cristian Manafu;

For further information on the insights contained within this report andthe research that it is based on, you may contact:

M"d"lin VladuSenior Client ServiceEmail:[email protected]

Tel.:+40213179731

Fax:+40213180040

www.daedalusmb.ro

social media mapping

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