eCircle The Dutch Social Media And Email Monitor

The European Social Media and E-mail Monitor ─ A 6 Country Study about the Digital Dialogue between Facebook, Twitter and E-mail

(results for the Netherlands, part 1)

Munich, January 2011 | Authors: Volker Wiewer and Rolf Anweiler

Executive Summary: 5 thesis and facts for the digital dialogue using Facebook, Twitter, E-Mail & Co. in the Netherlands

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Fans and Followers are the new E-mail Subscribers

55% of the population can be reached via social networks, 26% uses them to get information about products and companies,

but only 17% are fans or followers of a company. In addition to winning subscribers for their newsletters, marketers should

also aim to get fans and followers for their digital customer dialog.

2

Social Networks are used to search for product information, not for direct sales

Twitter users are quite open-minded to product communication (47%) and even 29% of Facebook users get information

about products and companies on this platform. The users stay at the platform because of their activity profile consisting of

private communication and little “publication”. This is why only a few change to online-shops for buying directly.

1

E-mail is still the best tool for the digital customer dialog

Nearly one-third of internet users (40%) can be reached via newsletter. Furthermore almost 17% of fans and followers of

company profiles can also be reached via newsletter. This is why companies have to be able to coordinate news via diverse

channels.

3

When Information is shared, a Great Reach can be achieved.

39% of social network users have more than 100 friends or follower. On average every shared message reaches 77 people.

To get in touch with those multipliers, companies need to integrate their brands and products into users “private

communication”.

4

Social Network Users want to be activated by Companies

Fans and followers are characterized by passive behavior and want companies to post latest information, e.g. only 17%

participate in join-in-action of companies.

5

Executive Summary I/II – Results & Theses

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55% of all respondents have at least one social network account. Hyves is the network with the largest multiplier potential – regarding reach and usage intensity. 26% of the social networkers are interested in information about products and companies.

Social networks have a strong viral reach – Hyves being the number one

17% of the social networkers are fans/followers of a company/brand. Almost half (47%) of the fans/followers are a fan/follower because they want to be informed about the

company/brand 26% want to demonstrate their attachment to a brand.

The “Ego-factor” can be a great benefit for strong brands, although compared to other countries the stickiness to the brands is much lower, e.g. in Germany 40% want to demonstrate their attachment to a brand.

Social networkers regard their network as a private area, where they communicate with and get informed about their friends.

That is the reason why advertisement in social networks gets the worst results in nearly every image category compared to company/brand profiles and newsletters. Dialog with costumers works through brand profiles or newsletters – advertisement in social

networks serves at best as an addition and is not used for brand advertising

That’s the Way E-mail and Social Networks are used

Executive Summary II/II – Results & Theses

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96% of the people with an E-mail account check their E-mails at least once a day. 17% of the E-mail recipients check their E-mails via a mobile device every day. Most of the social networkers use their E-mail account for e-Commerce (65%).

E-mail is still the best tool in the digital customer dialog

Only 4% of all newsletter subscribers have used the “Share With Your Network”-feature so far. Twitter users share content more often (10%) than other social networkers.

Despite the fact that the circulation is still low, a shared message has the potential to reach an average of 77.2 friends, once it gets shared with the whole network.

That’s the Way E-mail and Social Networks are used

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Prologue: Background and Method

Chapter 1: The cosmos of communication How are social media and E-mails used?

Chapter 2: Typology of Social Networks Usage structure and motivation

Chapter 3: E-mail marketingHow do consumers read their E-mails today?

Chapter 4: Symbiosis – Social Media and E-mail

Do consumers share their E-mails with others?

Background and Questions

The majority of recently published studies on social media delivers insights about what consumers do in their social

media environment. They don’t provide answers on who these people are and what motivates them to publish and

share information.

This study gives answers on how consumers get in touch with brands via E-mail and social media services like

Facebook or Twitter and in which way marketing managers can benefit from this.

Main Issues:

Which target groups are reached via E-mail and social media? How do the channels work in combination?

What is the typology of social networks and social media users? How can they be addressed by advertisers?

Facebook fanpages or Twitter accounts – why do users become fans or followers of companies?

Viral marketing – pipe dream or reality? How many users share advertising content and what reach can theoretically be achieved by advertisers?

Facebook vs. Twitter - which social media platforms have the largest multiplier effect?

Is communication via E-mail and social media able to activate the consumer?

How and Why do Consumers use Facebook, Twitter, E-mail & Co.

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Method

Population: Adults 14-69 years (internet representative)

Method: Online survey (panel)

Country: The Netherlands

Sample size: N = 501

Concept/Analysis:

Field work:

Field time: 09/02 – 09/06/2010

How and Why do Consumers use Facebook, Twitter, E-mail & Co.

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http://www.gmi-mr.de/

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Chapter 2: Typology of social networks Usage structure and motivation




Users of the Different Communication Channels (Share) – The Way Consumers use Facebook, Twitter and Co. today

E-mail + newsletter + social network50% of all respondents can be reached through all communication channels

E-mail + newsletter40% of all respondents can be reached through E-mails and newsletters but not on social networks

E-mail + social network5% of all respondents can be reached through E-mails and on social networks but not through newsletters

social network55% of all respondents

newsletter90% of all respondents

E-mail99% of all respondents

40% of the respondents can be reached through newsletters but not on social networks. 50% of the respondents use all communication channels.

E-mail4% of all respondents can be reached only through E-mail

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40%

50%

Users ofE-mail****

Users ofE-mail + social

network**

Total

N = 501

Users of E-mail +

newsletter***

Users of E-mail +

newsletter + social network*

User Structure I/II – The Mix between Social Media and Newsletter reaches best Older Target Groups

50 46 53 36 51

50 54 47 64 49

Sex

Female

Male

617

4

25

33

6 917

22

33

1423

19

26

13

3123

27

214

48 4532

Age

50+ years

40-49 years

30-39 years

20-29 years

14-19 years

Older target groups can be reached best through newsletters. The majority of social network users, which can´t be reached via newsletter, is younger than 29 years.

in %

in %

N = 250 N = 201

eCircle 10*: can be reached through all communication channels **: can be reached through E-mails and on social networks but not through newsletters***: can be reached through E-mails and newsletters but not on social networks ****: can be reached only through E-mails

N = 24 N = 22

Low number of cases

Low number of cases

Users ofE-mail****

Users ofE-mail + social

network**

TotalUsers of E-mail +

newsletter***

Users of E-mail +

newsletter + social network*

User Structure II/II – Education slightly diversify between channel users

14 13 9 18 13

2442

26

4526

2621

20

14

23

18 413

515

18 21 3118 24

Incomehousehold net No statement

3000 € and more

2000 € to 3000 €

1000 € to 2000 €

under 1000 €

7 13 12 18 1018

38 2945

25

28

21 259

25

4225 26 14 34

0 0

EducationNo statement

Hoger onderwijs voltooid

Hoger secundair ….

Secundair onderwijs of diploma aan een polytechnische secundaire school

Voortgezet onderwijs

Lagere school

Social network users have on average a lower income – household net: 55% earn less than 2000€ per month. Multi channel users are slightly higher educated.

In %

In %

eCircle 11*: can be reached through all communication channels **: can be reached through E-mails and on social networks but not through newsletters***: can be reached through emails and newsletters but not on social networks ****: can be reached only through E-mails

N = 501N = 250 N = 201 N = 22N = 24

Low number of cases

Low number of cases

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Overview of Social Networks – the Average Dutch User is a Member of 2 Networks and has 77 friends

1 2 3 4 more than 4

30

36

18

106

Number of memberships

av. 2.3 memberships

60

31

7Less often

Several times/once a month

Several times/once a week

Several times/once a day

9 17 17 18 34 5

Less than 10 friends

10-30 friends

30-50 friends

50-100 friends

100-500 friends

More than 500 friends

Base: Users of social networks (N=278)



Frequency of useof the most frequently used social network

Number of friendsof the most frequently used social network

In %

In %

The average social networker is a member of 2 networks. 60% of the social networkers visit their network daily.

av. 77.2 friends

In %

eCircle 13Question: Which social networks do you use / have an account with?Question: How often do you generally use social networks? Question: How many friends do you have on your social networks?

Categorization of Social Networks – Hyves, Facebook and Hi5 have the Highest Multiplier Effect

0 10 20 30 40 50 60 70 80 90 1000

10

20

30

40

50

60

70

80

90

100

Hyves (N= 223)

Facebook (N=175)

Twitter (N=65)

LinkedIn (N=67)

FlickR (N=18)

MySpace (N=30)

Netlog (N=19)

TwitPic (N=12)

Hi5 (N=8)

Orkut (N=2)Av

. nu

mb

er

of

frie

nd

s

eCircle 14Question: How often do you generally use social networks? (7-stage scale, Top3)Question: How many friends do you have on your social networks? (6-stage scale1, avarage over minimum of the respective category)

av.

av.

Frequency of use in %

The social network with the largest number of intensive users („I use at least once a week“) is Hyves – having the highest reach as well.

Av. users of social networks

N = 278

Facebook

N = 175

Twitter

N = 65

Hyves

N = 223

Linkedln

N = 67

50 46 53 55 75

50 54 47 45 25Sex

Female

Male

User Structure of Social Networks

7 8 7 14 326 28 25 28 3123 23 19 15 2424 24 27 26 2219 17 21 17 19

Age 50+ years40-49 years30-39 years20-29 years14-19 years

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14 16 17 12 925 26 27 23 19

25 23 23 25 25

17 14 18 18 3319 21 15 22 13

Incomenet household

No statement3000 € +2000 € to 3000 €1000 € to 2000 €under 1000 €

19 22 20 226

27 29 25 25

22

41 34 41 4066

Education No statement


Hoger secundair ….



Lagere school

All networks have similar user structures - except for LinkedIn, which has a higher educated community.

In %

Low number of cases

Low number of cases

50 100

83

88

80

86

88

75

67

61

53

43

53

28

47

48

13

51

%50 100

84

75

76

72

65

64

57

47

35

33

31

32

29

27

12

40

0 50 100

79

76

76

69

63

60

53

39

34

28

27

27

26

26

9

38

Question: How often do you use your social network on the following occasions? (4-stage scale)

Activities in the Social Web – Twitter Users are the Megaphone within the Social Media Users

ActivitiesBase: Users of social networks (N=278)

%

Twitter users show an above-average interest in the latest news and they are more willing to share information with others than Facebook users.

Facebook Twitter

%

Base: Users of Facebook (N=175) Base: Users of Twitter (N=65)Social Networks

To search for friends and acquaintances

To check other user profiles

To look at pictures/videos of other users

To send and receive personal messages

To learn the latest news

To update my status

To publish pictures/videos

To write public postings (on the wall etc.)

To exchange opinions (in groups/ forums)

To cultivate business contacts

To post links to other websites

To play integrated games

To inform myself about products/ companies

To search for new business contacts

To find a partner / to date

On other occasions

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= user generates/spreads content on his/her own = user wants to get informed about product/companies

Low number of cases

14-19 years

20-29 years

30-39 years

40-49 years

50+ years

15

30

21

26

9Age

under 1000 €

1000 € to 2000 €

2000 € to 3000 €

3000 € +

13

26

28

19Income

Net household

Lagere school



Hoger secundair onderwijs of beroepsonderwijs zonder hogeschoolstudie


0 10 20 30 40 50 60

0

6

13

32

47

Education

Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter?

79%

17%

4%

Fan or Follower

No

Don’t know.

Yes

%


Base: Fans or followers (N=47)

The Reach of Company Profiles is overrated – only 17% are Fans and Followers

Only 17% are fans/followers of a brand/company profile.

Most of the fans are highly educated.

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Low number of cases

Fans and Followers: 26 % want to show their Attachment to the Company/Brand

Fan or Follower 79 17 4

It’s a way to find like-minded people.

I’m looking for a job with the company.

I want to co-design products/ services of the company/ want to give feedback.

I want to show, which companies I’m interested in.

somebody recommended it to me.

I’m a customer.

I want to show my attachment to the company/ brand.

I’m interested in discounts and special offers from the company.

It’s fun.

I work for the company.

I want to be informed about news of the company/ brand.

9

13

13

17

19

26

26

26

28

43

47

I’m a fan of a company/brand profile in a social network / follower of a company/brand on twitter, because...

No Yes Don‘t know

Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter?Question: What are the reasons for being a fan of a company/ brand profile on a social network or follower of a company/ brand on twitter? Question: What are your expectations regarding company/ brand profiles you are a fan/ friend of? (5-stage scale)

Base: Fans or followers (N=47)

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Social networkers become a fan/follower because they want to be informed about news of the company/brand. Therefore they want companies/brands to post the latest information on products/services on their profiles.

call to actions in the social network.

entertain me, be fun to visit.

give advise if I have questions.

offer additional applications for my profile.

only publish relevant information for me.

offer a platform, so I can chat with other fans or friends.

offer a possibility to find a contact person.

have feedback options, so I can give feedback to products and services.

always post the latest information on products, services or events.

19

19

19

22

22

30

30

30

70

Company/brand profiles should…Base: Fans (N=37)


Low number of cases

Low number of cases

Social Media and E-mail in Interaction – Fans and Followers of Company/Brand Profiles read Newsletters

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91% of the social networkers subscribed to at least one newsletter. Almost all fans/followers can be reached through newsletters.


Users of different communication channels(share on the basis of social network users)

social network

newsletter91% of all users of social networks

fan/follower17% of all users of social networks

91%

17%

100%

96%*

* Base: fans/followers (N=47)

96%* of the fans/followers subscribed to at least one newsletter

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To send and receive sms / mms

To create photo albums, which I can send to my friends afterwards

To communicate with business partners (as a business person)

To plan and send dates using the calendar feature

To chat

To create and send greeting cards

To receive notifications from social networks

To communicate with authorities and companies (as a private person)

To receive and send data (music, pictures, videos etc.)

For orders and online purchase (amazon, ebay etc.)

To communicate with family, friends and acquaintances

50 100

5

5

14

13

13

6

20

14

18

18

54

11

19

20

21

23

30

33

45

43

45

38

16

23

34

35

36

36

53

59

61

63

92

Now and then Top2

Occasions of E-mail Usage – in addition to Private Communication, E-Commerce is still strongly in Focus

Question: How often do you use your E-mail account(s) on the following occasions? (4-stage scale)

E-mails are mostly used for private communication and online purchase. More than two thirds of the social networkers use their E-mail account to receive notifications from their social

networks.

Base: Total (N=501)

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%

30 41 71

Base: User of social networks (N=278)

18 47 65

Base: User of social networks (N=278)

Mobile E-mail is important – 17% of E-mail Users already check their E-mails Daily using a Mobile/Device

Checking E-mails ─ using a mobile device

Checking emails ─ in general

0 10 20 30 40 50 60 70 80 90 100

17

96

4 1 4

Frequency of checking E-mails

Several times/once a day

Several times/once a week

Several times/once a month

Less often

Never%

Nearly every owner of an E-mail account checks his/her E-mails daily. One quarter of E-mail users checks their E-mails using a mobile device.

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Base: Recipients of E-mails (N=497)

Question: How often do you use your E-mail address(es)? (7-stage scale)Question: And how often do you check your E-mails using a mobile device (e.g. iPhone, Black Berry etc.)? (8-stage scale)

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4 % of Newsletter Subscribers already used the ”Share With Your Network”-Feature in the past

4%

24%

72%

Usage of SWYN

Yes, I know the feature and I’ve used it.

Yes, I know the feature but I haven’t used it before.

No, I don’t know the feature

Other reason

Don’t know how to use this feature

I only post self made content on my social network profile

Content was not relevant (enough)

I don’t use this feature in principle

40 80

10

4

23

36

43

Reasons not to use

Yes, I know the feature but I haven’t used it before. (N=108)

None

Other

Vouchers

Limited offers

Videos

News

Pictures

40 80

48

6

11

15

23

31

32

Yes, I know the feature. (N=127)

Only one quarter of the newsletter recipients know the SWYN-feature and 4% have already used it. News and pictures is the content that would most likely be shared. The main reason for not using the SWYN-feature is a principle aversion of this feature.

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Base: Recipients of newsletters (N=453)

%

Content shared with SWYN

%

Question: Do you know the ‘share with your network’ feature and have you use it before?Question: Which email content would you share with the ‘share with your network’ feature?Question: What are the reasons you have never used the ‘share with your network’ feature before?

10%39%

52%

Usage of „Share With Your Network“-Feature: Facebook & Twitter Users share Content above Average

4%

24%

72%

Usage of the SWYN-fea-ture

Highest awareness and usage of the “SWYN-feature” is among Twitter users.

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Question: Do you know the “share with your network” feature and have you use it before?

8%

32%

59%

Yes, I know the feature and I’ve used it.

Yes, I know the feature but I haven’t used it before.

No, I don’t know the feature.

Base: Facebook users that receive newsletters (N=158)

Base: Twitter users that receive newletters(N=62)

Facebook TwitterLow number of cases

4%

24%

72%

Usage of the SWYN-fea-ture

Potential behind „Share-With-Your-Network“-Feature in E-mails or Newsletters

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Average number of friends in the most frequently used network= 77.2*

Calculation bases: 4% of the newsletter subscribers used the feature so far. Every subscriber, who is willing to share content, can reach

approx. 77.2 friends.

Question: How many friends do you have on your social networks?Question: Do you know the “share with your network” feature and have you use it before?* Calculation bases: minimum number of friends in one category in the most frequent ly used network


Advertising via Social Network is at best an Addition to Fanpages or E-mail Marketing

Question: And how much do you consider company/ brand profiles on social networks as … ?Question: And how much do you consider advertisements on social networks as… ?Question: And how much do you consider advertisements in newsletters as… ?

0 10 20 30 40 50 60 70 80 90 100

Company/ brand profiles

Advertisements on social networks

Advertisements in newsletters

Interesting

Likeable

Informative

Entertaining

Disturbing

Company/brand profiles get highest evaluation. Advertisement on social networks is described as disturbing by almost 60% of the social networkers.




%

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Stage Entertainment eCircle 28

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eCircle The Dutch Social Media And Email Monitor

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