© Anderson Analytics, LLC 2009. All Rights Reserved October 2009 Social Network Service (SNS)...

© Anderson Analytics, LLC 2009. All Rights Reserved

October 2009

Social Network Service (SNS)ESOMAR OnlineTom H. C. Anderson

© Anderson Analytics LLC, 2009. All Rights Reserved 2

Social Media -Social Networks Services (SNS)

Share some high level findings from US SNS Research• Why SNS Important? • How Many are on SNS?• Who is on SNS?• How Can we leverage SNS in MR?

Discussion w/ Facebook and LinkedIn• Everyone has different ideas on SNS..from the leaders• What they think SNS can offer MR• Audience Q&A

© Anderson Analytics LLC, 2009. All Rights Reserved

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RankTop 10 Buzzwords

Tired of Hearing2009

Report2008

Report

1 Web 2.0 19.4% 9.1%

2 Social Networking 12.2% 6.0%

3 Social Media 11.3% 0.8%

4 Blog 7.9% 0.0%

5 Viral Marketing 6.2% 6.3%

6 Synergy 5.8% 5.6%

7 Branding 5.1% 3.2%

8 ROI 4.9% 4.8%

9 Green 4.9% 0.0%

10 SEO 3.8% 1.8%

Significantly Higher (95% conf lvl)

MENG Marketing TrendsIndustry Buzz Words Tired of Hearing(n=650 Senior Marketing Executives ea. Year)


Size of US SNS User Population(n=1,000*12 mo. plus n=5,000 May 2009)

An estimated 60% of the US online population uses a Social Network Service/Site (SNS)

Among those who are not using a SNS currently, about a quarter (20MM) think they are likely to try SNS within a year

When to Join Non-Users

Probably within a month 4%

Within 3 months 7%

I most likely will be in a year 16%

Probably not in my life time 73%

Q. When, if at all, do you think you will be trying social network sites?

Non-Users77 MM

SNS Users110 MM

US Pop. ~305MM

US Online Pop. ~187MM


Very Useful

Not Useful

Many Concerns/Not Fun

No Concerns/Fun

SM Pessimist

Time Starved Concerned

Business

Fun Seeker

SM Maven

Leisure Follower

4 User and 3 Non-User Segments

Benefits

Barriers

5www.andersonanalytics.com/SNStype


Adoption of SNS

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

13 to 14 15 to 17 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+

Female55%

Male45%


SNS User Profile

SNS Usage

Days using SNS/week: 5 days

Times log in SNS/day: 4 times

Time spent on SNS/day: 60 minutes

7

53%

31%

12%

3% 1%0%

10%

20%

30%

40%

50%

60%

1 2 3 4 5 or more

Number of SNS Used*

Website

*Based on used within the last 30 days


0%

5%

10%

15%

20%

25%

30%

TV cab

le

Web

Surfin

g

TV net

work

Radio

Books

Newsp

aper

s

Mag

azines

Satell

ite R

adio

SNS

SNS Users Non Users

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Differences in Media Consumption

Users and Non-Users have different media consumption patterns

*

*

*

Media Consumption Time Allocation (Total 100%)

Q. Do you currently subscribe to any newspapers or magazines?

SNS Users

Non-Users

No 24% 15%

Yes, 1-2 subscriptions 28% 29%

Yes, 3 to 5 subscriptions 11% 17%

Yes, more than 5 subscriptions 5% 8%

SNS Users

Non-Users

Average hours watching TV/week 20 24

Significantly higher (95% Confidence Level)

**

* Significantly higher (95% Confidence Level)


Views on Commercial Uses

Q. Does seeing products/companies and services on social networking sites influence your branding trust or buying decisions positively or negatively?

Q. Would you like the brands/companies you normally purchase products from to become more or less involved in communicating with you on social networks?

More Involved

20%

Less Involved

35%

Neutral/Indifferent

45%

Positively17%Negatively

19%

Neutral64%

Consumers in large part welcome more corporate involvement


MR View of SNS?

N=50,000,000Members

(After US Next Largest Markets:India, UK, Netherlands)

N=300,000,000Active Users(50% Return Every Day)

LinkedInBest B-B Panel

FacebookBest B-C Panel

Facebook

MySpace

Twitter

LinkedIn


Opportunity: Sampling & Text Mining

52%

46%

23%

18%

12%

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

Become a fan/follower of some othercompany/brand

Said something good about abrand/company

Said something bad about abrand/company

Promoted some other company/brand

Promoted your own business

Yes 10%

No87%

Not Sure3%

Q. Some people maintain more than one profile on a social network. Have you ever created a second anonymous profile containing imaginary/false information in order to experiment/understand how the social network worked? Q. On social network sites have you ever:


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Panel Discussion

+1-888-891-3115email: [email protected]

twitter: @TomHCAndersonblog: www.tomhcanderson.com

Sean Bruich leads Facebook’s measurement programs for its monetization products, including Facebook advertising. His focus has been on developing fast, scalable measurement products to better understand how advertising impacts user’s behaviors and perceptions.

Daniel Shapero is the General Manager of the LinkedIn Research Network where he oversees day to day operations of LinkedIn’s B2B research and sample business.


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Appendix


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Text Mining A LinkedIn Profile/Account

“Headine” Title Schools Companies Connections ….


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Most Used Terms in User Headlines (and their monetary value)

Income Purchase Power

Title Rank Mean Rank Mean

vp 1 $190,000 3 $200,250

advertising 2 $187,500 4 $175,000

contractor 3 $150,000 5 $154,375

chief__officers 4 $145,455 1 $252,262

partner 5 $126,429 25 $54,500

executive 6 $121,094 15 $99,444

owner 7 $118,625 21 $73,698

sales 8 $118,000 24 $57,759

marketing 9 $116,667 12 $105,375

consultant 10 $116,486 29 $40,227

director 11 $115,330 6 $137,712

financial 12 $113,636 14 $99,900

senior 13 $111,116 17 $89,515

operations 14 $103,125 18 $88,750

technology 15 $99,286 8 $127,500

manager 16 $99,042 11 $108,601

computer 17 $97,500 34 $13,750

engineer 18 $92,857 27 $49,528

software 19 $91,912 32 $28,646

services 20 $88,226 23 $58,882

information 21 $87,500 2 $212,500

associates 22 $87,083 16 $95,429

human resources 23 $85,833 22 $61,042

analyst 24 $83,594 20 $81,447

development 25 $83,462 33 $15,735

professional 26 $78,421 26 $53,301

assistant 27 $77,344 9 $116,406

account 28 $77,206 28 $42,105

program 29 $70,833 7 $128,056

medical 30 $66,667 13 $104,444

attorney 31 $66,250 30 $36,250

real_estate 32 $65,625 19 $84,722

designer 33 $65,625 31 $30,417

health 34 $63,824 10 $114,211

teacher 35 $45,833 36 $1,667

student 36 $30,441 35 $3,977

Text Mining +Predictive Analytics

Teacher makes $46KSpending Power $1.6K

Student makes $30KSpending power $4K


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