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
BUSINESS
62 countries
42,000 respondents
SOCIAL
September 2011:
QQ IM – over
700M active users
December 2011:
Over 845M active users
June 2011:
Over 200M tweets a day
54 countries
37,600 respondents
MOTIVATIONAL
June 2011: Launch
April 2011:
Valued at >$36Bn
March 2011: 100M members
December 2010: 100M users
just 2.5 months after launch
October 2010: “The Social Network” film released
April 2010: iPad released
INFLUENTIAL
August 2009: Xiaonei becomes RenRen
29 countries
17,000 respondents
September 2008:
First Android phone launch
21 countries
10,000 respondents
April 2008: Facebook overtakes
MySpace in popularity
March 2007: Launch
January 2007: Launch
October 2006: Launch
September 2006: Launch
July 2008: Launch
February 2006: Launch
August 2005: Launch
April 2005: First video uploaded to YouTube
March 2005: Launch
January 2005: Launch
December 2004: Launch
February 2004: Launch
January 2004: Launch
September 2003: Launch
August 2003: Launch
June 2003: Launch
May 2003: Launch
January 2003: Launch
March 2002: Launch
January 2001: Launch
October 1999: Launch
The business of social | Social media tracker 2012
Now more than 3.6Bn images on Flickr
June 2009: Launch
October 2008: Launch
TEXTUAL
February 2010:
Facebook mobile – 100M users
March 2009: Launch
August 2008:
Over 100M users
15 countries
7,500 respondents
August 2010: Groupon is the
fastest growing company of all time
July 2010: 100M check-ins
38 countries
23,200 respondents
VISUAL
Wave 6
The expanding Wave universe
Wave 5
Wave 4
Wave 3
Wave 2
Wave 1
Australia
China
France
Germany
Italy
India
Japan
Korea
Mexico
Philippines
Russia
Spain
UK
US
41,738
respondents
62
countries
The business of social | Social media tracker 2012
Australia
Brazil
China
France
Germany
Greece
India
Italy
Japan
Korea
Malaysia
Mexico
Pakistan
Philippines
Russia
Singapore
Spain
Taiwan
Thailand
UK
US
Australia
Austria
Brazil
Canada
China
Czech Republic
Denmark
France
Germany
Greece
Hong Kong
Hungary
India
Italy
Japan
Korea
Mexico
Netherlands
Pakistan
Philippines
Poland
Romania
Russia
Spain
Switzerland
Taiwan
Turkey
UK
US
Australia
Austria
Belgium
Brazil
Canada
China
Colombia
Czech Republic
Denmark
Ecuador
Finland
France
Germany
Hong Kong
Hungary
India
Italy
Japan
Korea
Latvia
Lithuania
Malaysia
Mexico
Netherlands
Norway
Peru
Philippines
Poland
Portugal
Romania
Russia
Singapore
South Africa
Spain
Sweden
Turkey
UK
US
Algeria
Argentina
Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Czech Republic
Denmark
Ecuador
Egypt
Estonia
France
Germany
Hong Kong
Hungary
India
Italy
Ireland (ROI)
Japan
Korea
KSA
Kuwait
Latvia
Lebanon
Lithuania
Malaysia
Mexico
Netherlands
Norway
Oman
Philippines
Poland
Portugal
Qatar
Romania
Russia
Serbia
Singapore
Slovakia
South Africa
Spain
Sweden
Taiwan
Thailand
Tunisia
Turkey
UAE
UK
Ukraine
US
Algeria
Argentina
Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Croatia
Czech Republic
Denmark
Ecuador
Egypt
Estonia
France
Finland
Germany
Greece
Hong Kong
Hungary
India
Italy
Ireland (ROI)
Japan
KSA
Kuwait
Latvia
Lebanon
Lithuania
Macedonia
Malaysia
Mexico
Netherlands
Norway
Oman
Philippines
Poland
Portugal
Puerto Rico
Qatar
Romania
Russia
Serbia
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Tunisia
Turkey
UAE
UK
Ukraine
US
Vietnam
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.
The business of social | Social media tracker 2012
SOCIAL
MOVEMENTS
Growth in social networking has slowed
Global
45.1%
51.4%
61.4%
65.2%
Wave 5
Wave 3
Wave 4
Wave:
The business of social | Social media tracker 2012
3
4
5
6
Wave 6
Growth in social networking has slowed
Some countries. like
Brazil, India, Russia, see
decline in how many
people manage social
media profiles
Brazil
China
France
63.6% 53.9% 74.5% 74.3%
47.4% 51.4% 68.4% 68.9%
26.3% 43.4% 53.2% 53.5%
Germany
India
Italy
27.2% 36.6% 37.8% 53.1%
51.4% 62.8% 72.5% 67.1%
24.0% 34.4% 53.9% 61.2%
Spain
Russia
UK
29.9% 46.2% 55.5% 59.6%
64.8% 66.1% 79.8% 77.1%
53.4% 55.5% 58.6% 62.9%
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)”
USA
33.1% 48.3% 58.1% 64.5%
Wave:
3
The business of social | Social media tracker 2012
4
5
6
Serbian active internet users manage their profile
slightly less vs. WAVE5
Macedonia and Croatia are more involved in social
media than Serbia
Global
Serbia
45.1%
51.4%
Wave
3
Wave
4
61.4%
65.2%
Wave 5
Wave 6
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)”
77.4%
Wave
5
MK
71%
87.4%
84.2%
Wave 6
Wave
6
Wave 6
Wave:
3
The business of social | Social media tracker 2012
CRO
4
5
6
But as profile creation begins to plateau, active
management still grows
QUESTION: “Thinking about the internet, which of the following have you ever done?”
Global average
88%
77%
75%
81%
49%
Upload a video clip to a
video sharing website
Wave 1
Watch video clips online
Wave 2
The business of social | Social media tracker 2012
Create a profile on a new
social network
Wave 3
Wave 4
Manage a profile on an
existing social network
Wave 5
Visit a friend's social
network page
Wave 6
Watching video clips on line is the most popular
activity in Serbia
QUESTION: “Thinking about the internet, which of the following have you ever done?”
91%
46%
71%
76%
19%
Upload a video clip to a video
sharing website
Watch video clips online
Create a profile on a new social Manage a profile on an existing
network
social network
Serbia
Wave 5
The business of social | Social media tracker 2012
Wave 6
Visit a friend's social network
page
People are spending more time than ever on social networks
With the youngest audiences we can see that social
networking is as prevalent as traditional media consumption
10
Television
9
6
Radio
Magazines
Global average
Newspapers
Everyone
7
4
6
5
6
13
13
Internet
16-24 year olds
QUESTION: “Approximately how much
time did you spend consuming
the following media in the last 7 days?” Hours per week
Email
7
7
Social networks
7
9
6
Microblogging sites
Mobile phone
Blogs
Video sites
The business of social | Social media tracker 2012
7
7
8
10
5
6
6
7
In Serbia active internet users spend more hours on internet
than TV and on mobile phones equally the same as TV
Television
6
Radio
5
Magazines
QUESTION: “Approximately how much time
did you spend consuming
the following media in the last 7 days?” Hours per week
2
Newspapers
3
Internet
8
Email
Serbia
4
Social networks
Microblogging sites
5
1
Mobile phone
Blogs
Video sites
The business of social | Social media tracker 2012
6
1
4
For 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?”
Read blogs/weblobgs
90%
Start my own
blog/weblogs
80%
Visit a photo sharing
website
70%
Use instant messenger
% Ever Done
60%
50%
Visit a message
board/forum
40%
Started a topic on a
message board/forum
30%
20%
Wave 1
2006
Wave 2
2007
Wave 3
2008
The business of social | Social media tracker 2012
Wave 4
2009
Wave 5
2010
Wave 6
2011
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
Global
55.3%
60.6%
Wave
3
Wave 4
Serbia
76.6%
49.7%
Wave 5
64.5%
63.2%
Wave 5
MK
64%
Wave 6
Wave 6
Brazil
China
France
74.5% 70.9% 72.4% 67.9%
74.9% 75.7% 79.6% 81.4%
45.6% 50.2% 46.7% 43.9%
Germany
India
Italy
35.2% 36.3% 29.6% 39.3%
62.2% 63.1% 63.3% 55.6%
61.9% 51.0% 51.5% 51.7%
Russia
Spain
UK
59.3% 54.6% 63.4% 52.4%
63.6% 55.9% 60.3% 55.8%
50.7% 41.3% 40.8% 45.5%
Wave 6
CRO
56.5%
Wave 6
USA
45.6% 50.2% 46.7% 44.9%
Wave:
3
The business of social | Social media tracker 2012
4
5
6
Microblogging is still rising but is yet to be fully understood globally
Serbia 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 6
Wave 5
Brazil
China
France
13.4% 43.9% 47.6%
26.3% 53.1%
71.5%
4.1% 8.8% 12.2%
Germany
India
Italy
6.2% 7.7% 15.9%
24.4% 45.5% 42.9%
9.4% 11.1% 17.7%
Russia
Spain
UK
14.2% 19.9% 25.8%
11.5% 19.1% 24.8%
6.4% 19.3% 62.9%
Wave 4
Serbia
23.2%
19.1%
MK
34%
CRO
15%
USA
Wave 5
Wave
6
Wave 6
8.5% 18.8% 22.1%
Wav
e6
Wave:
4
The business of social | Social media tracker 2012
5
6
Are we abandoning the brand website?
QUESTION: “Thinking about using the internet, have you visited
an official company/brand website in the past 6 months?”
100%
13% decrease
in 4 years on a
global level
95%
90%
85%
Significant
decrease in
Serbia vs
Wave5
80%
75%
70%
65%
60%
The business of social | Social media tracker 2012
To get the most from social platforms we need to
know what they do best
Global average
QUESTION: “Which of these online applications does a good job when you want to...”
Forums
Photo/Video sites
Seek other people’s
opinions
Manage my life better
Explore the world
around me
Meet new people
30%
25%
Stay in touch with
friends
Microblogs
Make contacts for work
Blogs
20%
Promote yourself
15%
10%
Keep up to date
Learn something new
5%
“Hang out” or waste
time
Earn respect
Share new experiences
Feel like you belong
Have fun/be entertained
The business of social | Social media tracker 2012
0%
Share knowledge
Change opinions
Be creative
Express yourself
Make money
In Serbia usage of microblogs and photo/video
sharing sites is significantly lower.
Key applications are blogs and forums
QUESTION: “Which of these online applications does a good job when you want to...”
Forums
Seek other people’s
opinions
Manage my life better
Meet new people
Explore the world
around me
30%
25%
Stay in touch with
friends
Make contacts for work
20%
Promote yourself
15%
10%
Keep up to date
Learn something new
5%
“Hang out” or waste
time
Earn respect
Share new experiences
Feel like you belong
Have fun/be entertained
The business of social | Social media tracker 2012
0%
Share knowledge
Change opinions
Be creative
Express yourself
Make money
Photo/Video sites
Microblogs
Blogs
The brand website has specific strengths
Global average
QUESTION: “Which of these online applications does a good job when you want to...”
Official brand websites
Forums
Seek other people’s
opinions
Manage my life better
Explore the world around
me
Meet new people
30%
25%
Stay in touch with friends
Make contacts for work
Microblogs
20%
Promote yourself
15%
Blogs
10%
Keep up to date
Learn something new
5%
0%
“Hang out” or waste time
Earn respect
Share new experiences
Feel like you belong
Have fun/be entertained
The business of social | Social media tracker 2012
Photo/Video sites
Share knowledge
Change opinions
Be creative
Express yourself
Make money
In Serbia brand websites have more strengths vs.
some other applications
QUESTION: “Which of these online applications does a good job when you want to...”
Seek other people’s
opinions
Manage my life better
Meet new people
35%
30%
Official brand websites
Forums
Stay in touch with
friends
Make contacts for work
Photo/Video sites
25%
Explore the world
around me
20%
Promote yourself
15%
Keep up to date
10%
Blogs
Learn something new
5%
“Hang out” or waste
time
Earn respect
Share new experiences
Feel like you belong
Have fun/be entertained
The business of social | Social media tracker 2012
Microblogs
0%
Share knowledge
Change opinions
Be creative
Express yourself
Make money
The social network dominates all
Global average
Official brand websites
QUESTION: “Which of these online applications does a good job when you want to...”
Seek other people’s
opinions
Forums
Meet new people
Manage my life better
50%
Photo/Video sites
Stay in touch with friends
45%
Make contacts for work
40%
Microblogs
35%
Explore the world around
me
30%
Promote yourself
25%
20%
Social networks
15%
Keep up to date
Learn something new
10%
5%
0%
“Hang out” or waste time
Share knowledge
Earn respect
Change opinions
Share new experiences
Feel like you belong
Have fun/be entertained
The business of social | Social media tracker 2012
Blogs
Be creative
Express yourself
Make money
In Serbia the domination of social networks vs.
other formats is drastic
Official brand websites
QUESTION: “Which of these online applications does a good job when you want to...”
Forums
Meet new people
Photo/Video sites
80%
Make money
70%
60%
Stay in touch with
friends
50%
Microblogs
Blogs
40%
Express yourself
30%
Make contacts for work
20%
10%
0%
Be creative
Promote yourself
Change opinions
Learn something new
Share knowledge
The business of social | Social media tracker 2012
Social networks
The power of the social network differs across the
world
SELF-IMPROVEMENT
FUN
“Hang Out” or waste time
Denmark
Japan
Romania Argentina
Slovakia
Norway Australia
Learn something new
Sweden UK
China
Express yourself
Finland
Hong Kong
Ireland
Greece
Manage my life better
Stay in touch with friends
Have fun/be entertained
Ukraine Share knowledge
Netherlands Spain
Latvia Italy
Taiwan
Belgium
USA
South Africa
Vietnam
Canada
Poland
Estonia
Portugal
Meet new people
Make contacts for work
Singapore
Serbia
Turkey
Keep up to date
Share new experiences
Change opinions Earn respect
Macedonia Chile
Switzerland
Thailand
Feel like you belong South Korea
UAEExplore the world around me
Lithuania
Croatia
Germany
Mexico Philippines Malaysia
Seek other people’sLebanon
India
Czech Republic
opinions
Colombia
Austria
Kuwait
Make money
Tunisia
Ecuador
Egypt
Puerto Rico
Bahrain
Be creativeQatar
KSA
Hungary Russia
Algeria
Brazil
Oman
France
CONNECTION
Promote yourself
The business of social | Social media tracker 2012
QUESTION: “Which of these online applications [Social networks
e.g. facebook.com] does a good job when you want to…?” - By country
ENABLEMENT
And it explains much of the cultural context
SELF-IMPROVEMENT
FUN
“Hang Out”
or waste
time
UK
USA
Feel like
you belong
Serbia
Russia
Macedonia
CONNECTION
The business of social | Social media tracker 2012
Croatia
Learn
something
new
China
Change
opinions
UAE Kuwait KSA
Lebanon Egypt
Tunisia
Bahrain
Algeria
ENABLEMENT
QUESTION: “Which of these online applications [Social networks
e.g. facebook.com] does a good job when you want to…?” - By country
WILL PRIVACY
SLOW
SOCIAL?
People are concerned about the amount of personal data online
79%
65%
60%
60%
-6.8%
FYRM
Global
Croatia
I am concerned about the amount of personal data
online
The business of social | Social media tracker 2012
Serbia
People are concerned but also too attached
61.1%
50%
46.2%
42.2%
-6.8%
FYRM
Global
Croatia
Social networks are integral to my social life
The business of social | Social media tracker 2012
Serbia
And people are still sharing personal data
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”
64%
62%
59%
59%
Find old
friends
Upload
photos
52%
49%
43%
38%
29%
30%
30%
Shared
Your
location
Affiliate
with or
become
fan of a
brand
Write a
blog
44%
44%
Display
my interests
Play
games
47%
47%
Used a
“like”
button
Used
live chat
38%
31%
27%
19%
Join a
Celebrity
group
21%
21%
Organise
events
Purchased
something
19%
Dating
Make
Contacts
for work/
Professional
reasons
The business of social | Social media tracker 2012
Upload
videos
Join an
Interest
group or
cause
Removed
Someone
from my
friend list
Join
a group
Find
new friends
Update
my status
Update
my profile
Message
friends
In Serbia, sharing personal data is not among top
activities, our first choice of activities is about
staying in touch with our friends
78%
74%
QUESTION: “What have you done with your social networking profile?,
amongst those who have used a social network in the past 6 months”
58%
52%
45%
38%
38%
47%
48%
49%
49%
Update
my status
Removed
Someone
from my
friend list
Join
a group
53%
53%
40%
34%
27%
29%
22%
16%
19%
13%
9%
Write a
blog
Purchased
something
Make
Contacts
for work/
Professio
nal
reasons
Organise
events
Shared
Your
location
Upload
videos
Dating
The business of social | Social media tracker 2012
Used
live chat
Join a
Celebrity
group
Join an
Interest
group or
cause
Affiliate
with or
become
fan of a
brand
Display
my interests
Play
games
Update
my profile
Upload
photos
Find
new friends
Used a
“like”
button
Find old
friends
Message
friends
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?”
80
Social networks
Instant messenger
70
Forum/Message board
Average number of people
60
My personal blog
50
Phone
40
Email
Face to face
30
Text message (SMS)
20
Post/Letter
10
0
Wave 3
2008
Wave 4
2009
Wave 5
2010
The business of social | Social media tracker 2012
Wave 6
2011
SR Wave 5 SR Wave 6
2012
2012
Sharing personal data is an accepted risk
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
% agree social networking is an integral part of my
social life
Size of bubble represents size of audience
75%
Social networking
China
more important
Brazil
70%
Egypt
65%
India
S Korea
60%
FYRM
Mexico
Russia
55%
Spain
Turkey
50%
USA
Italy
Germany
France
45%
Croatia
UK
Canada
Serbia
Privacy more
important
Poland
40%
Japan
35%
50%
55%
60%
65%
70%
% agree concerned about the amount of personal data that goes online
The business of social | Social media tracker 2012
75%
THE POWER
OF SOCIAL
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
LOW INVOLVEMENT
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
HIGH INVOLVEMENT
The business of social | Social media tracker 2012
The ability to influence product development
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?”
Health &
Beauty
Access to latest news & new product
launches
45.0 %
To be part of a brand community
40.0 %
The ability to contact companies &
influence new product development
35.0 %
30.0 %
25.0 %
Discount vouchers for health &
beauty products & services
20.0 %
An opportunity to learn more about
health and beauty
15.0 %
10.0 %
5.0 %
0.0 %
Access to health & beauty events or
competitions to win products or
services
Access to fun and entertaining
content e.g. videos, games, music
etc.
A personal response to my
issues/complaints
The business of social | Social media tracker 2012
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 others
How we define the value of social experiences
Letting you know about the company
AWARENESS
Giving you a detailed understanding
EDUCATION
Making the company more desirable
DESIRE
Making you feel closer to the company
Encouraging you to try
Encouraging you to buy
Making you feel valued as a customer
Makes you want to spend more time with the brand
Encouraging you to recommend to others
The business of social | Social media tracker 2012
SEEK MORE
TRIAL
TRANSACTION
COMMITMENT
INVOLVEMENT
RECOMMENDATION
And these experiences deliver very different
outcomes
Health &
Beauty
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…?”
70.0 %
60.0 %
Discount vouchers
50.0 %
40.0 %
30.0 %
To learn more about
health and beauty
20.0 %
10.0 %
0.0 %
The business of social | Social media tracker 2012
The latest news &
product launches
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…?”
50.0 %
The ability to contact
health and beauty
companies and influence
product development
45.0 %
40.0 %
The ability to contact
travel companies and
influence product
development
35.0 %
30.0 %
25.0 %
20.0 %
15.0 %
10.0 %
5.0 %
0.0 %
The business of social | Social media tracker 2012
This means we can start with an objective
“Make me feel closer to the company”
Travel & Holidays
Health &
Beauty
Fashion
Music
Access to the
latest offers &
discounts on
holiday &
travel
An
opportunity to
learn more
about health
and beauty
Free money off or
discount
vouchers
Access to
news about
music, artists
& music
events
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…?”
The business of social | Social media tracker 2012
The most powerful social experience?
QUESTION: “Thinking about the interactions that you have indicated you would like to have
with companies in these categories, [A personal response to issues and complaints] is best at…?”
60%
Fashion
Health & Beauty
50%
Movies
40%
Travel
30%
Telecoms
20%
Luxury
10%
Computer hardware
0%
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.
The business of social | Social media tracker 2012
CONNECTING
WITH SOCIAL
EXPERIENCES
Global data : PC, laptop and mobile devices still the
main way to connect
QUESTION: “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.
Desktop
PC
70%
% Own Device
60%
Mobile phone
Portable
Mp3 / video player
Laptop/
Notebook
50%
40%
Games
Console
Portable
Games
Console
30%
Smartphone
InternetConnected TV
20%
e-book
Reader
Tablet
10%
0%
0%
10%
20%
30%
40%
% Use Device to Go Online
The business of social | Social media tracker 2012
50%
60%
People in Serbia now have many ways to connect
with the internet
Average number of devices owned and used to access the internet
QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”
5
4.5
4
3.4
3
Laptop /
netbook
PC
Smartph
one (eg:
iPhone)
Mobile
phone
2
Broadba
nd
1
Portable
MP3 /
video
player
Wi - Fi
0
Own
The business of social | Social media tracker 2012
Have used to access the
internet
Desktop
PC
Tablet
device
(eg:
iPad)
E-book
reader
(eg:
Kindle)
Games
console
Portable
games
console
Other
In Serbia PC and mobile devices are the main way
to connect
QUESTION: “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.
Desktop
PC
60%
% Own Device
50%
Laptop/
Notebook
40%
Mobile phone
30%
Smartphone
20%
Portable
Games
Console
10%
0%
e-book
Reader
0%
Portable
Mp3 / video player
Games
Console
Tablet
10%
20%
30%
40%
% Use Device to Go Online
The business of social | Social media tracker 2012
50%
60%
70%
In Serbia PC remains the most versatile internet enabled
device, although we can start to see the areas where
smartphones are being increasingly used
QUESTION: “Which activities have you carried out using each device in the past 6 months?”
Laptop /
notebook PC
Smartphone
(eg: iPhone)
Desktop
PC
Read blogs
Joined a group buying community100%
Browsed the internet
90%
Shared your location via location80%
based social network
Tablet
(eg: iPad)
Read a book
70%
Post/write on a blog
Upload photos to photo sharing site
Watch video clips online
Shared a video with a friend
60%
Read a digital newspaper/magazine
50%
Download a podcast
40%
Searched for a location
Mobile
phone
E-book reader
(eg: Amazon kindle)
30%
Download video podcast
20%
Watched live TV
10%
Managed a social network profile
0%
Made a purchase
Games
console
Portable
games
console
Portable MP3
/ video player
Visited a friend's social network page
Joined an online community
Used instant messenger
Visited a professional social network
Visited a company/brand website
Take part in multi-player game online
The business of social | Social media tracker 2012
Used a cloud-based music
reccommendation service
Downloaded & used an app
Sent a text message
Used search engine
Wrote/sent a message on microblog
Read a message on microblog
Visited a forum
Globally we can see that smartphone penetration is
growing rapidly
QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
37%
34%
45%
37%
53%
42%
28%
24%
16%
36%
36%
37%
22%
26% 39%
23%
20%
2
0
25%
%
45%
2
45%
29%
38%
9
24%
%
44%
27%
28%11%
34%
41%
44%
42%
61%
40%
11%
9%
8%
18%
45%
37%
38%
47%
22%
59%
44%
31%
43%
33%
59%
43%
37%
38%
43%
28
%
67%
34%
40%
35%
% own a smartphone
>60%
43%
50-60%
40-50%
25
%
30-40%
<30%
The business of social | Social media tracker 2012
62
%
27
%
Serbia
FYRM
Croatia
11.30%
30.30%
31.20%
And tablet penetration slowly catching up
QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)
6%
11%
6%
9% 15%
6%
5%
37%
12% 13% 11%
6% 5%
11% 18%10% 5%
6%
12%
11%
12%
6% 2%
8%
14%
14%
12%
2
0
%
4%
14%
10%
5%
11%
2
9
%
16%
11%
8%
11%
20%
14%
20%
33%
17%
32%
21%
5%
16%
18%
17%
19%
19%
12%
28%
12%
8%
22%
19%
34
%
12%
% own a tablet device
>20%
15-20%
14%
10%
11%
12
%
10-15%
Serbia
FYRM
Croatia
5-10%
<5%
The business of social | Social media tracker 2012
1.20%
6.60%
9.60%
Connecting devices to experiences
FUN
INFORMATION
Play a Game
Portable Games Console
Games Console Have Fun/ Be
Entertained
Portable
mp3/video
player
Ward Off Boredom
Relax
“Hang Out” or
Waste Time
Socialise With Others
Mobile Phone
Organise
Something
Be Creative
Internet
Smartphone
Connected
Find My Way
TV
Manage My
Life
e-book Reader
Learn Something
New
Desktop
P.C.
Research
Access
Something
Information
Thoroughly
Quickly
Watch
Content
Laptop/Netbook P.C.
Read Content
Make a Purchase
Explore the World
Around Me
Get Something Done
Tablet device
ORGANISATION
The business of social | Social media tracker 2012
ACTION
QUESTION: “You have indicated you own these devices,
which of these devices do you think does a good job when you to…”
THE IMPACT:
SUMMARY
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?”
The business of social | Social media tracker 2012
THANK YOU