wave6 - bussiness of social - srbija
DESCRIPTION
Wave6 Srbija - predstavljanje lokalnih rezultata najveceg i najobuhvatnijeg globalnog istrazivanja na temu drustvenih medija.Globalno sprovedenog od strane UM-a, u Srbiji realizovano od strane UniversalMedia u saradnji sa svojim digitalnim partnerom agencijom Fastbridge. Kvalitet uzorka za istrazivanje Mediana.Podrzan od strane IAB Srbija.Prezentaciju mozete pronaci na htttp://www.universalmedia.rs i http://www.fastbridge.rsTRANSCRIPT
The business of social | Social media tracker 2012
Contents
• Executive summary
• What is Wave?
• The continuing story of Wave
• Social movements
• Will data privacy slow social?
• The Business Of Social
• Connecting with social experiences
• The impact: Summary
• What does this mean for your business?
• About this report
The business of social | Social media tracker 2012
Real Actionable Insight
A SOCIAL MOVEMENT
THE POWER OF SOCIAL
CONNECTING WITH SOCIAL EXPERIENCES
The business of social | Social media tracker 2012
Executive Summary
• The story so far in social networking has been one of incredible growth. But Wave 6 shows that in the future the biggest impact of social media will come from the increasing amount of time people are spending on them. Social networks are now legitimate rivals to all forms of media and will continue to have a huge effect on behaviour and media consumption.
• Consumers are continuing to move away from increasingly soloed brand websites, viewing them as specialist or one dimensional experiences compared to those offered by social media. Brands will need to reach out to consumers in the social spaces if they are to connect online.
• Even those data privacy concerns are rising, attachment to social networks is stronger than ever. With over 40% of people saying they are worried about missing out if they don’t visit their social network. As a result users are fully prepared to share their data in return for the benefits that social platforms bring.
• Social experiences deliver very clear value to brands. Understanding the social experiences the consumer wants AND which of these experiences deliver the brand’s marketing objectives is the key to unlocking this value. This is an important part of making social media a legitimate platform for brand development.
• Despite the reluctance of many companies to discuss problems, particularly in social media, our research has shown that actually responding to a customer’s issues is one of the most powerful social experiences a brand can deliver. In the future social CRM should be a fundamental part of any brand’s communication strategy.
• The consumer has many devices through which they can interact with a brand digitally but not all of these devices are a suitable environment for every experience. Tablets and smartphones, for example, have very different strengths. Marrying the right experience to the right device is key to creating a compelling social strategy.
The business of social | Social media tracker 2012
What is Wave?
• Wave is a social media study.
• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across Waves.
• All research is conducted by the EMEA Research team in collaboration with the UM network of agencies.
• We have surveyed 41,738 16-54 Active Internet Users in 62 countries.
• In Serbia we have covered active internet population from 16-54 y.o. , with 500 people within the representative sample, covering 2,013,000 ( 28% of total population )
• Our partner in this research in Serbia is the research company Mediana, who was responsible for the field work and quality of sample
Why the Active Internet User?
• Active Internet Users are those that use the internet every day or every other day.
• Social media is driven by Active Internet Users.
• They drive adoption of platforms and tools and they will determine which tools and platforms become dominant.
The business of social | Social media tracker 2012
INFLUENTIAL
29 countries17,000 respondents
October 1999: Launch
March 2002: Launch
January 2003: Launch
June 2003: Launch
September 2003: Launch
January 2004: Launch
December 2004: Launch
March 2005: Launch
August 2005: Launch
February 2006: Launch
September 2006: Launch
January 2007: Launch
January 2001: Launch
May 2003: Launch
August 2003: Launch
February 2004: Launch
January 2005: Launch
April 2005: First video uploaded to YouTube
July 2008: Launch
March 2007: Launch
April 2008: Facebook overtakes MySpace in popularity
August 2008: Over 100M users
October 2008: Launch
August 2009: Xiaonei becomes RenRen
April 2010: iPad released
July 2010: 100M check-ins
October 2010: “The Social Network” film released
March 2011: 100M members
June 2011:Over 200M tweets a day
December 2011:Over 845M active users
September 2008:First Android phone launch
Now more than 3.6Bn images on Flickr
June 2009: Launch
March 2009: Launch
February 2010: Facebook mobile – 100M users
August 2010: Groupon is thefastest growing company of all time
December 2010: 100M usersjust 2.5 months after launch
April 2011:Valued at >$36Bn
June 2011: Launch
September 2011:QQ IM – over700M active users
15 countries7,500 respondents
TEXTUAL
38 countries23,200 respondents
MOTIVATIONAL54 countries37,600 respondents
SOCIAL 62 countries42,000 respondents
BUSINESS
21 countries10,000 respondents
VISUAL
October 2006: Launch
The business of social | Social media tracker 2012
The expanding Wave universe
Wave 1Australia
ChinaFrance
GermanyItaly
IndiaJapanKorea
MexicoPhilippines
RussiaSpain
UKUS
Wave 2Australia
BrazilChina
FranceGermany
GreeceIndiaItaly
JapanKorea
MalaysiaMexico
PakistanPhilippines
RussiaSingapore
SpainTaiwan
ThailandUKUS
Wave 3Australia
AustriaBrazil
CanadaChina
Czech RepublicDenmark
FranceGermany
GreeceHong Kong
HungaryIndiaItaly
JapanKorea
MexicoNetherlands
PakistanPhilippines
PolandRomania
RussiaSpain
SwitzerlandTaiwanTurkey
UKUS
Wave 4Australia
AustriaBelgium
BrazilCanada
ChinaColombia
Czech RepublicDenmarkEcuadorFinlandFrance
GermanyHong Kong
HungaryIndiaItaly
JapanKoreaLatvia
LithuaniaMalaysia
MexicoNetherlands
NorwayPeru
PhilippinesPoland
PortugalRomania
RussiaSingapore
South AfricaSpain
SwedenTurkey
UKUS
Wave 5Algeria
Argentina Australia
AustriaBahrainBelgium
BrazilCanada
ChileChina
ColombiaCzech Republic
DenmarkEcuador
EgyptEstoniaFrance
GermanyHong Kong
HungaryIndiaItaly
Ireland (ROI)JapanKorea
KSAKuwaitLatvia
Lebanon LithuaniaMalaysiaMexico
Netherlands Norway
OmanPhilippines
PolandPortugal
QatarRomania
RussiaSerbia
SingaporeSlovakia
South Africa Spain
SwedenTaiwan
ThailandTunisiaTurkey
UAEUK
UkraineUS
Wave 6Algeria
Argentina Australia
AustriaBahrainBelgium
BrazilCanada
ChileChina
ColombiaCroatia
Czech RepublicDenmarkEcuador
EgyptEstoniaFranceFinland
GermanyGreece
Hong Kong Hungary
IndiaItaly
Ireland (ROI)Japan
KSAKuwaitLatvia
Lebanon Lithuania
MacedoniaMalaysiaMexico
Netherlands Norway
OmanPhilippines
PolandPortugal
Puerto RicoQatar
RomaniaRussiaSerbia
SingaporeSlovakia
South AfricaSouth Korea
SpainSweden
SwitzerlandTaiwan
ThailandTunisiaTurkey
UAEUK
UkraineUS
Vietnam
62countries
41,738respondents
The business of social | Social media tracker 2012
Welcome to Wave 6 – The Business of Social
• Social media remains at the top of the agenda for many brands. However, it is clear that as a medium for marketers it’s still very much in its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are no more than proxies for other more meaningful brand objectives. In fact, by definition, setting these goals suggests you may have already confined yourself to creating a one-dimensional social experience.
• Perhaps this is one reason why so many social media strategies look the same, using familiar platforms in familiar ways to achieve similar goals. With Wave 6 we intend to address this challenge. Wave 5 – The Socialisation Of Brands told us that people want vastly differing social relationships with brands. Wave 6 – The Business Of Social tells us what these social relationships can deliver for brands. Do they make people want to spend more time with the brand, do they make them feel valued as customers, or do they encourage people to recommend the brand to others?
• Our research has revealed a deeply complex environment where different social experiences meet different marketing objectives. An experience that drives brand advocacy in one category simply creates awareness in another. An experience that encourages brand participation for one person does very little for someone else. Knowing the value of an experience means we can build a social media strategy designed to meet a marketing objective, rather than starting with how to exploit an existing social platform.
• We believe this knowledge is vital if we are to make social media a legitimate platform for the development of brands.
SOCIAL MOVEMENTS
The business of social | Social media tracker 2012
Growth in social networking has slowed
Global
51.4%
Wave 4Wave 3
45.1%
Wave 5
61.4%
Wave 6
65.2%
3 4 5 6
Wave:
The business of social | Social media tracker 2012
Growth in social networking has slowed
USA33.1% 48.3% 58.1% 64.5%
China47.4% 51.4% 68.4% 68.9%
Russia64.8% 66.1% 79.8% 77.1%
UK53.4% 55.5% 58.6% 62.9%
India51.4% 62.8% 72.5% 67.1%
Italy24.0% 34.4% 53.9% 61.2%
Germany27.2% 36.6% 37.8% 53.1%
Brazil63.6% 53.9% 74.5% 74.3%
Spain29.9% 46.2% 55.5% 59.6%
France26.3% 43.4% 53.2% 53.5%
3 4 5 6
Wave:
QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months?- Manage a profile on an existing social network (eg: facebook.com)”
Some countries. like Brazil, India, Russia, see decline in how many people manage social media profiles
The business of social | Social media tracker 2012
Serbian active internet users manage their profile slightly less vs. WAVE5Macedonia and Croatia are more involved in social media than Serbia
Global45.1% 51.4% 61.4% 65.2%
Wave 3
Wave 4
Wave 5 Wave 6
3 4 5 6
Wave:QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months?
- Manage a profile on an existing social network (eg: facebook.com)”
Serbia MK CRO 77.4% 71% 87.4% 84.2%
Wave 5
Wave 6
Wave 6 Wave 6
The business of social | Social media tracker 2012
But as profile creation begins to plateau, active management still grows
49%
88%
75% 77%81%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6
QUESTION: “Thinking about the internet, which of the following have you ever done?”
Global average
The business of social | Social media tracker 2012
Watching video clips on line is the most popular activity in Serbia
19%
91%
46% 71%76%
Wave 5 Wave 6
QUESTION: “Thinking about the internet, which of the following have you ever done?”
Serbia
The business of social | Social media tracker 2012
People are spending more time than ever on social networksWith the youngest audiences we can see that social networking is as prevalent as traditional media consumption
QUESTION: “Approximately how much time did you spend consuming the following media in the last 7 days?” - Hours per week
Television
Radio
Magazines
Newspapers
Internet
Social networks
Microblogging sites
Mobile phone
Blogs
Video sites
109
67
46
56
1313
77
79
56
810
67
Everyone
16-24 year olds
6
7
Global average
7
The business of social | Social media tracker 2012
In Serbia active internet users spend more hours on internet than TV and on mobile phones equally the same as TV
QUESTION: “Approximately how much time did you spend consuming the following media in the last 7 days?” - Hours per week
Serbia
Television
Radio
Magazines
Newspapers
Internet
Social networks
Microblogging sites
Mobile phone
Blogs
Video sites
6
5
2
3
8
6
1
5
4
4
1
The business of social | Social media tracker 2012
Wave 1 2006
Wave 2 2007
Wave 3 2008
Wave 4 2009
Wave 5 2010
Wave 6 2011
20%
30%
40%
50%
60%
70%
80%
90%
% E
ve
r D
on
eFor the first time we are seeing a decrease in some social platforms
QUESTION: “Thinking about the internet, which of the following have you ever done?”
Start my own blog/weblogs
Read blogs/weblobgs
Visit a message board/forum
Started a topic on amessage board/forum
Use instant messenger
Visit a photo sharing website
The business of social | Social media tracker 2012
Blogging: Declining or stabilising in many markets
QUESTION: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogs
3 4 5 6
Wave:
China74.9% 75.7% 79.6% 81.4%
Russia59.3% 54.6% 63.4% 52.4%
UK50.7% 41.3% 40.8% 45.5%
Brazil74.5% 70.9% 72.4% 67.9%
India62.2% 63.1% 63.3% 55.6%
Italy61.9% 51.0% 51.5% 51.7%
Germany35.2% 36.3% 29.6% 39.3%
Spain63.6% 55.9% 60.3% 55.8%
France45.6% 50.2% 46.7% 43.9%
USA45.6% 50.2% 46.7% 44.9%
Global
55.3% 60.6% 64.5% 63.2%
Wave 6Wave 5Wave 4Wave 3
Serbia MK CRO 76.6% 49.7% 64% 56.5%
Wave 5Wave 6
Wave 6 Wave 6
The business of social | Social media tracker 2012
Microblogging is still rising but is yet to be fully understood globallySerbia is slightly abandoning microblogging
QUESTION: “Thinking about using the internet, which of the following have you used in the past 6 months? – Used a microblogging service (e.g. Twitter, Jaiku)”
Global
14.9% 33.2% 42.9%
Wave 4
Wave 5Wave 6
4 5 6
Wave:
USA8.5% 18.8% 22.1%
China26.3% 53.1% 71.5%
Russia14.2% 19.9% 25.8%
UK6.4% 19.3% 62.9%
Brazil13.4% 43.9% 47.6%
India24.4% 45.5% 42.9%
Italy9.4% 11.1% 17.7%
Spain11.5% 19.1% 24.8%
Germany6.2% 7.7% 15.9%
France4.1% 8.8% 12.2%
Serbia MK CRO 23.2% 19.1% 34% 15%
Wave 5 Wave 6
Wave 6 Wave 6
The business of social | Social media tracker 2012
Are we abandoning the brand website?
60%
65%
70%
75%
80%
85%
90%
95%
100%
QUESTION: “Thinking about using the internet, have you visited an official company/brand website in the past 6 months?”
13% decrease in 4 years on a
global level
Significant decrease in Serbia vs
Wave5
The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
Meet new peopleStay in touch with friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make moneyHave fun/be entertained
Feel like you belong
Share new experiences
Earn respect
“Hang out” or waste time
Keep up to date
Explore the world around me
Manage my life better
Seek other people’s opinions
0%
20%
40%
Forums
Photo/Video sites
Microblogs
Blogs
To get the most from social platforms we need to know what they do best
Global average
The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
Meet new peopleStay in touch with friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make moneyHave fun/be entertained
Feel like you belong
Share new experiences
Earn respect
“Hang out” or waste time
Keep up to date
Explore the world around me
Manage my life better
Seek other people’s opinions
0%
20%
40%
In Serbia usage of microblogs and photo/video sharing sites is significantly lower. Key applications are blogs and forums
Forums
Photo/Video sites
Microblogs
Blogs
The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
Meet new peopleStay in touch with friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make moneyHave fun/be entertained
Feel like you belong
Share new experiences
Earn respect
“Hang out” or waste time
Keep up to date
Explore the world around me
Manage my life better
Seek other people’s opinions
0%
20%
40%
Official brand websites
Forums
Photo/Video sites
Microblogs
Blogs
The brand website has specific strengths
Global average
The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
Meet new peopleStay in touch with friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make moneyHave fun/be entertained
Feel like you belong
Share new experiences
Earn respect
“Hang out” or waste time
Keep up to date
Explore the world around me
Manage my life better
Seek other people’s opinions
0%
20%
40%
Official brand websites
Forums
Photo/Video sites
Microblogs
Blogs
In Serbia brand websites have more strengths vs. some other applications
The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
Meet new peopleStay in touch with friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make moneyHave fun/be entertained
Feel like you belong
Share new experiences
Earn respect
“Hang out” or waste time
Keep up to date
Explore the world around me
Manage my life better
Seek other people’s opinions
0%
50%
Official brand websites
Forums
Photo/Video sites
Microblogs
Blogs
Social networks
The social network dominates allGlobal average
The business of social | Social media tracker 2012
QUESTION: “Which of these online applications does a good job when you want to...”
Meet new people
Stay in touch with friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make money
0%
50%
100%
Official brand websites
Forums
Photo/Video sites
Microblogs
Blogs
Social networks
In Serbia the domination of social networks vs. other formats is drastic
The business of social | Social media tracker 2012
The power of the social network differs across the world
Promote yourself
Japan
Share knowledge
Be creative
Make contacts for work
Earn respect
Explore the world around me
Learn something new
Make money
China
South Korea
Australia
Change opinions
India
Thailand
MalaysiaSeek other people’s opinions
Belgium
Denmark
UK
CanadaUSA
Turkey
Hungary
Austria
Germany
Russia
Czech Republic
Sweden
Netherlands
Portugal
Mexico
Argentina
Spain Italy
Brazil
Tunisia
Algeria
Singapore
Egypt
Hong Kong
Philippines
South AfricaPoland
Lebanon
Norway
UAE
“Hang Out” or waste time
Feel like you belong
Meet new people
Have fun/be entertained
Share new experiences
Express yourself
Keep up to date
Lithuania
KSA
Ukraine
Macedonia
Serbia
Latvia
Romania
Ecuador
Estonia
Slovakia
Stay in touch with friendsManage my life better
Croatia
Switzerland
VietnamTaiwan
FinlandIrelandGreece
Chile
Colombia
Puerto RicoQatar
Oman
Kuwait
Bahrain
France
QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country
SELF-IMPROVEMENT
ENABLEMENT
FUN
CONNECTION
The business of social | Social media tracker 2012
Learn something
new
China
Change opinions
UK USA
Russia
Tunisia
Algeria
EgyptLebanonUAE
“Hang Out” or waste
time
Feel like you belong
KSAKuwait
Bahrain
QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country
And it explains much of the cultural context
SELF-IMPROVEMENT
ENABLEMENT
FUN
CONNECTION
Serbia
Croatia
Macedonia
WILL PRIVACY SLOW
SOCIAL?
The business of social | Social media tracker 2012
People are concerned about the amount of personal data online
-6.8%
I am concerned about the amount of personal data online
65%
GlobalFYRM
79%
Croatia
60%
Serbia
60%
The business of social | Social media tracker 2012
People are concerned but also too attached
-6.8%
Social networks are integral to my social life
42.2%
Serbia
50%
GlobalFYRM
61.1%
Croatia
46.2%
The business of social | Social media tracker 2012
And people are still sharing personal data
Messagefriends
Updatemy profile
Uploadphotos
Find oldfriends
Updatemy status
Findnew friends
Usedlive chat
Used a“like”
button
Playgames
Displaymy interests
Joina group
RemovedSomeonefrom my
friend list
Join anInterestgroup orcause
Uploadvideos
Write ablog
Affiliatewith or
become fan of abrand
SharedYour
location
MakeContactsfor work/
Professionalreasons
Purchasedsomething
Organiseevents
Dating Join aCelebritygroup
19% 19%21% 21%
27%29% 30% 30% 31%
38% 38%
43% 44% 44%
47% 47%49%
52%
59% 59%
62%64%
Global average
QUESTION: “What have you done with your social networking profile?, amongst those who have used a social network in the past 6 months”
The business of social | Social media tracker 2012
In Serbia, sharing personal data is not among top activities, our first choice of activities is about staying in touch with our friends
QUESTION: “What have you done with your social networking profile?, amongst those who have used a social network in the past 6 months”
9%
13%16%
19%22%
27% 29%
34%38% 38%
40%
45%47% 48% 49% 49%
52% 53% 53%
58%
74%
78%
Messagefriends
Updatemy profile
Uploadphotos
Find oldfriends
Updatemy status
Findnew friends
Usedlive chat
Used a“like”
button
Playgames
Displaymy interests
Joina group
RemovedSomeonefrom my
friend list
Join anInterestgroup orcause
Uploadvideos
Write ablog
Affiliatewith or
become fan of abrand
SharedYour
location
MakeContactsfor work/Professio
nalreasons
Purchasedsomething
Organiseevents
Dating Join aCelebritygroup
The business of social | Social media tracker 2012
Wave 3 2008
Wave 4 2009
Wave 5 2010
Wave 6 2011
SR Wave 5 2012
SR Wave 6 2012
0
10
20
30
40
50
60
70
80
Ave
rage
num
ber
of p
eopl
e
But we are sharing with more people than ever before
QUESTION: “Approximately how many people do you stay in contact with in your personal life through the following means?” Social networks
Instant messenger
Forum/Message board
My personal blog
Phone
Face to face
Text message (SMS)
Post/Letter
The business of social | Social media tracker 2012
50% 55% 60% 65% 70% 75%35%
40%
45%
50%
55%
60%
65%
70%
75%
China
USA
Brazil
Russia
Germany UK
Mexico
France
Egypt
S Korea
Japan
Canada
Italy
Spain
Turkey
India
Poland
% agree concerned about the amount of personal data that goes online
% a
gre
e so
cial
net
wo
rkin
g is
an
inte
gra
l par
t o
f m
y so
cial
life
Social networking more important
Serbia
FYRM
Croatia
Sharing personal data is an accepted risk
Privacy more important
QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about missing out on something if I don’t visit my social network] vs. [I am concerned about the amount of personal
data that goes online]” amongst those who have created a profile on a new social network.Size of bubble represents size of audience
Size of bubble represents size of audience
THE POWER OF SOCIAL
The business of social | Social media tracker 2012
The value of social experiences
• A word that is frequently used in social marketing is ‘Engagement’, often when citing the power of social media and the opportunity it brings for marketers. There is nothing wrong with this; it’s a worthy ambition for a brand to try to engage with their consumers. The problem is that engagement is essentially a meaningless term. It could mean anything or everything and is really just used as a proxy for more meaningful brand objectives. With Wave 5 – The Socialisation Of Brands we asked some fundamental questions: do consumers want a social relationship with brands and if they do what kind of relationship do they want? This information has allowed UM to guide clients in the social space by understanding the needs of the consumer first and foremost.
• With Wave 6 – The Business Of Social we have taken things a step further. Not just understanding the social experience that consumers want but also, crucially, defining the marketing value that these experiences can deliver to brands. This means we can not only identify the right experiences but also those that best meet our marketing objectives. The results of this research have truly been surprising and allowed us to further understand the incredibly diverse world of social media. Also, in the space of social CRM, the results have some profound things to say about how brands connect with consumers to create the most compelling experiences of all.
The business of social | Social media tracker 2012
We think about social experiences first
I want no interaction
Access to news about new developments
Discount vouchers
Access to fun and entertaining content
An opportunity to learn something new
A personal response to my issues/complaints
Access to unique sponsored events or competitions
An opportunity to develop my skills
The ability to communicate and share experiences with others
Tools to help me express my creativity and make something worth sharing
To be part of a brand community
The ability to influence product developmentHIGH INVOLVEMENT
LOW INVOLVEMENT
The business of social | Social media tracker 2012
Social needs vary by category….
QUESTION: “Thinking about companies that make HEALTH AND BEAUTY products, which of the following statements describes the kind of interaction you want with these companies?”
Access to latest news & new product launches
The ability to contact companies & influence new product development
An opportunity to learn more about health and beauty
An opportunity to develop and improve my skills
The ability to communicate and share experiences with other health & beauty consumers
Tools and help to express my creativity and share with othersA personal response to my issues/complaints
Access to fun and entertaining content e.g. videos, games, music etc.
Access to health & beauty events or competitions to win products or services
Discount vouchers for health & beauty products & services
To be part of a brand community
0.0 %
50.0 %
Health & Beauty
The business of social | Social media tracker 2012
How we define the value of social experiences
Giving you a detailed understanding EDUCATION
Making the company more desirable DESIRE
Making you feel closer to the company SEEK MORE
Encouraging you to try TRIAL
Encouraging you to buy TRANSACTION
Making you feel valued as a customer COMMITMENT
Makes you want to spend more time with the brand INVOLVEMENT
Encouraging you to recommend to others RECOMMENDATION
AWARENESSLetting you know about the company
The business of social | Social media tracker 2012
And these experiences deliver very different outcomes
QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that make health and beauty products, which interaction is best…?”
Awaren
ess
Educa
tion
Desire
Seek
mor
eTria
l
Trans
actio
n
Comm
itmen
t
Invo
lvem
ent
Recom
men
datio
n0.0 %
10.0 %
20.0 %
30.0 %
40.0 %
50.0 %
60.0 %
70.0 %
Discount vouchers
To learn more about health and beauty
The latest news & product launches
Health & Beauty
The business of social | Social media tracker 2012
The same experiences deliver different outcomes by category
QUESTION: “Thinking about the interactions that you have indicated you would like to have with health and beauty companies and with companies that provide services in travel and holidays, which interaction is
best…?”
Awareness
Educatio
n
Desire
Seek m
oreTria
l
Transa
ctio
n
Comm
itment
Invo
lvem
ent
Recom
mendatio
n
0.0 %
5.0 %
10.0 %
15.0 %
20.0 %
25.0 %
30.0 %
35.0 %
40.0 %
45.0 %
50.0 %
The ability to contact travel companies and influence product development
The ability to contact health and beauty companies and influence product development
The business of social | Social media tracker 2012
This means we can start with an objective
QUESTION“Thinking about the interactions that you have indicated you would like to have with travel companies, companies that make health and beauty products, companies that are involved in the fashion industry and
companies & artists that make & distribute music, which interaction is best…?”
Access to news about
music, artists & music events
Music
“Make me feel closer to the company”
Access to the latest offers & discounts on
holiday & travel
Travel & Holidays
An opportunity to
learn more about health and beauty
Health & Beauty
Free money off or discount vouchers
Fashion
The business of social | Social media tracker 2012
Awaren
ess
Edicat
ion
Desire
Seek
mor
eTria
l
Trans
actio
n
Comm
itmen
t
Invo
lvem
ent
Recom
men
datio
n0%
10%
20%
30%
40%
50%
60%
The most powerful social experience?
QUESTION: “Thinking about the interactions that you have indicated you would like to havewith companies in these categories, [A personal response to issues and complaints] is best at…?”
Travel
Movies
Health & Beauty
Fashion
Luxury
Telecoms
Computer hardware
The business of social | Social media tracker 2012
The Power of Social Experiences
• A key element for making the social network platforms accountable tools for marketers is being able to evaluate the value they bring to brands. This effort begins with understanding the intrinsic values of the social media platforms and the power of the experiences they can deliver. Wave 6 – The Business Of Social has begun to answer this question and now allows UM and Fastbridge to plan social strategies from the starting point of brand or business objective. We think this is an important step towards using social media in a more focussed and value driven way.
• This approach also has implications for social CRM. Social media platforms, such as Twitter, are incredibly powerful tools for customer feedback. Using them in pro-active way to deal with problems very quickly is a proven and powerful driver of loyalty. However, responding quickly isn’t always easy and many marketing teams require input from many other areas of the organisation before dealing with a problem. This suggests that a social media strategy should not just be the sole domain of the marketing department, but rather part of a company wide effort including legal, PR, customer support and others. This requires commitment and investment but our research has shown that those brands that accomplish this will benefit greatly.
CONNECTING WITH SOCIAL
EXPERIENCES
The business of social | Social media tracker 2012
0% 10% 20% 30% 40% 50% 60%0%
10%
20%
30%
40%
50%
60%
70%
Mobile phone
DesktopPC
Laptop/Notebook
PortableMp3 / video player
SmartphoneGames
Console
PortableGames
ConsoleInternet-
Connected TV
Tablete-bookReader
% Use Device to Go Online
% O
wn
Dev
ice
Global data : PC, laptop and mobile devices still the main way to connectQUESTION: “Which devices do you own and which have you used to access the internet in the past 6 months?” - Size of the bubble represents % who own device.
The business of social | Social media tracker 2012
People in Serbia now have many ways to connect with the internet
Own Have used to access the internet 0
1
2
3
4
5
4.5
3.4
QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”
Average number of devices owned and used to access the internet
Laptop /netbook PC
Smartphone (eg: iPhone)
Mobile phone
Portable MP3 / video player
Desktop PC
Tablet device (eg: iPad) E-book reader (eg: Kindle) Games console
Portable games console
Broadband
Wi - Fi Other
The business of social | Social media tracker 2012
0% 10% 20% 30% 40% 50% 60% 70%0%
10%
20%
30%
40%
50%
60%
Mobile phone
DesktopPC
Laptop/Notebook
PortableMp3 / video player
Smartphone
GamesConsole
PortableGames
Console
Tablete-bookReader
% Use Device to Go Online
% O
wn
Dev
ice
In Serbia PC and mobile devices are the main way to connectQUESTION: “Which devices do you own and which have you used to access the internet in the past 6 months?” - Size of the bubble represents % who own device.
The business of social | Social media tracker 2012
In Serbia PC remains the most versatile internet enabled device, although we can start to see the areas where smartphones are being increasingly used
Read blogs Post/write on a blogUpload photos to photo sharing site
Watch video clips online
Shared a video with a friend
Download a podcast
Download video podcast
Managed a social network profile
Visited a friend's social network page
Used instant messenger
Visited a company/brand website
Used search engine
Wrote/sent a message on microblog
Read a message on microblogVisited a forumSent a text message
Downloaded & used an app
Used a cloud-based music reccommendation service
Take part in multi-player game online
Visited a professional social network
Joined an online community
Made a purchase
Watched live TV
Searched for a location
Read a digital newspaper/magazine
Read a book
Shared your location via location-based social network
Browsed the internetJoined a group buying community
0%
50%
100%
QUESTION: “Which activities have you carried out using each device in the past 6 months?”
E-book reader(eg: Amazon kindle)
Laptop / notebook PC
DesktopPC
Smartphone(eg: iPhone)
Tablet(eg: iPad)
Mobilephone
Gamesconsole
Portable MP3/ video player
Portablegamesconsole
The business of social | Social media tracker 2012
Globally we can see that smartphone penetration is growing rapidly
% own a smartphone
>60%
50-60%
40-50%
30-40%
<30%
38% 37%
43%
59%
28%
8%
62%
40%
20%
37%
29%
23%
28%
45%
35%
27%
37%
44%
53%
42% 39% 22%
27%
9%
33%47%
40%
25%
18% 43%
44%
67%
43%
43%
34%
38%
37%59%
61%22%
44%
38%
41%
42%
24%
34%11%28%
45%45%
26%37%
36%
20%25%
29%
36%
16%
24%
34%45%
31%
11%
QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
Serbia 11.30%FYRM 30.30%Croatia 31.20%
The business of social | Social media tracker 2012
And tablet penetration slowly catching up
18% 19%
14%
33%
10%
5%
11%
11%
20%
15%
29%
5%
34%
16%
12%
12%
12%
14%
12%
11% 13%11%
4%
21%
17%
12%
10%
8% 20%
20%
28%
19%
12%
22%19%
17%32%
16% 8%
14%
11%
14%11%
6%
8%2%
6%10%
18%
12%37%
9%
6%
5%5%
5%6%6%
6%11%
12%
14%
11%
% own a tablet device
>20%
15-20%
10-15%
5-10%
<5%
QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)
Serbia 1.20%FYRM 6.60%Croatia 9.60%
The business of social | Social media tracker 2012
Connecting devices to experiences
QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to…”
INFORMATION
ACTION
FUN
ORGANISATION
Laptop/Netbook P.C.
e-book Reader
SmartphoneInternetConnected
TV
Portable Games Console
Desktop P.C.
Tablet device
Learn Something New
Portable mp3/video
player
Games Console
Get Something Done
Find My Way
Manage My Life
Research Something Thoroughly
Make a Purchase
Ward Off Boredom
Relax
Socialise With Others
Organise Something Read Content
Explore the World Around Me
Have Fun/ Be Entertained
Play a Game
Access Information
Quickly
Be Creative
Watch Content
“Hang Out” or Waste Time
Mobile Phone
THE IMPACT:SUMMARY
The business of social | Social media tracker 2012
The impact: summary
• Our research shows that social experiences can be very powerful, creating strong connections with the consumer. However, it also shows that knowing this is not enough. We also need to understand the value that these bring. These experiences need not be complicated. The consumer is often the most powerful advocate and ally of a brand: Wave 6 - The Business Of Social demonstrates that even simply responding to a customer’s problems creates more loyalty and advocacy than any reward programme could.
• So do not spend time and investment on a social experience that you don’t know it’s value of or doesn’t meet your brand’s challenges. It’s necessary to look at both the consumer’s needs and your own objectives if you are to build something that not only connects to the consumer but also helps build value for your brand.
The business of social | Social media tracker 2012
“Is Social Media working for you? Or are you working for Social Media?”
THANK YOU