Social Media - Neil Dillingham from Trendstream (Mashable Social Media Day)
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Transcript of Social Media - Neil Dillingham from Trendstream (Mashable Social Media Day)
USA
Canada
Mexico
Brazil
Spain
UK
Netherlands
France
China
India
Japan
South Korea
Australia
Malaysia
Indonesia
South Africa
Italy
Germany
Russia
Poland
Argentina
Wave 1,2,3 & 4
Wave 5
Sweden
SingaporePhilippines
Hong Kong
A global view Belgium
Switzerland
Taiwan
Turkey
SaudiArabia
Hungary
WAVE 6
UAE
Thailand
Vietnam
Columbia
WAVE 7
Egypt
Morocco
Nigeria
Venezuela
WAVE 8
Covering
Motivations and Barriers
PersonalProfiling
OnlineBehaviour
SocialMedia
Behaviour
ContentEconomics
Technology
MarketingImplications
PrivateData
Demographics
ProfessionalLife
Lifestyle
Purchasing
Motivations
Barriers
OnlineAccess
OnlineBehaviour
WebBrands
SocialMedia
Actions
BlogBehaviour
Micro-blogBehaviour
Social Network
Behaviour
Online VideoBehaviour
Photo SharingBehaviour
SourcingRich
Content
Online VideoBehaviour
Online VideoBehaviour
Mobile
Tablets
GamingBehaviour
FutureTech
Products
BrandRole
SocialBrand
Activation
ExternalCommunities
CommsTasks
InfluenceAnd
Opinion
InfluencePower
OnlineBrand
Conversations
BrandData
Research universe: methodology
Self completion online Surveys
Identical global survey – localised by language, brands and examples
3 fieldwork periods a year
Online representative sample
Executed by Lightspeed Research (WPP)
This data can only be sourced through surveys
PC Browser Access
Mobile Access
TV Access
Tablet Access
Console Access
Data enables all aspects of social planning
100K+ surveys a
year
3 Waves of
Research a Year
27 markets in
Wave 5
1000+ variables
to build an audience
160 questions
on internet
and social
+ + + +
Insight Strategy Planning Creativity ROI
All markets have radically different levels of adoption
Japa
n
South
Kor
ea
Ger
man
y
Franc
eSpa
in
Nethe
rland
sIta
ly UK
Austra
lia
China
Canad
aUSA
Hong
Kong
Mex
ico
Poland
Singap
ore
India
Brazil
Russia
Mala
ysia
Indo
nesia
Philipp
ines
0%
10%
20%
30%
40%
50%
60%
70%
80%
PC / Browser – Manage a Social Network Profile in the Last Month. Wave 4 February 2011
In the UK massive variance by age
55-64
22%
45-54
32%
35-44
47%
25-34
58%
16-24
65%
PC / Browser – Manage a Social Network Profile in the Last Month. Wave 4 February 2011
UK
Active Social Network User
The job you do has a massive impact16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
Healthcare/Medicine 62% 63% 40% 34% 23%
IT, Internet, Software, or Computer Services 63% 59% 52% 26% 25%
Retail 69% 63% 45% 35% 17%
Manufacturing, Engineering or Construction
68% 60% 43% 27% 16%
Financial Services 64% 61% 37% 24% 24%
Education 74% 69% 49% 27% 19%
Professional Services (Law, Accounting,
Architect etc)69% 70% 54% 20% 26%
Government (excluding Education
& Health)64% 55% 47% 29% 19%
Travel, Tourism, or Leisure Services 75% 60% 57% 30% 20%
UK
PC / Browser – Manage a Social Network Profile in the Last Month. Wave 4 February 2011Excludes unemployed / non workers
Massive variance in age
Played a game Sent a digital present / gift
Sent messages to friends
Share a news story
Started a group
Uploaded videos on your
profile
Watch vid/TV created by prof. media
Watch video created by a
consumer
0%
10%
20%
30%
40%
50%
60%
70%
80%
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
Social Network Actions in the Last Month. Key Action. Social Network Users Only. Wave 4 February 2011
Younger social network users: create and share content
Middle Aged: Play games
Older Consumers: Message and view content
UK
Brand lovers most likely to update their status daily!
I prefer to talk to people face to face rather than via the phone or email
I am less interested in foreign celebrities
It is important to stay in touch with what is going on in the world
The websites I visit are always in my own native language
How I spend my time is more important than the money I make
I would consider myself to be much more affluent than the average
I am indifferent to what is 'in' right now / what is popular
I feel positive about the future of the environment
I feel positive about the global economy
I am a brand conscious person
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Top 5 Statements
Bottom 5 Statements
People who agree with lifestyle statements and their frequency of updates to a social network: Daily updates or more to “Status” – Feb 2011
UK
Details of what my friends would like to buy (wish list)
Details of what my friends have bought
Being able to connect with other fans of the shop
The ability to purchase products without visiting the main site
Be asked to come up with ideas for products or services
Exclusive insight or information about the brand
Competitions
The ability to interact and talk directly with the brand
Personalised purchase recommendations
Exclusive access to new products
Features to track my delivery
Customer service
Discounts for future purchases
11%
13%
13%
16%
19%
19%
22%
24%
25%
26%
27%
45%
60%
16%
18%
18%
21%
27%
25%
30%
29%
33%
33%
31%
51%
70%
Why consumers follow / befriend a branded page on a social network
Wave5 Wave4
Motivations to follow a branded page on a social network? Base: % of internet users worldwide
Online consumers from Africa and Latin America are the most likely to befriend / follow brands on a social network
Details of what my friends would like to buy (wish list)
Being able to connect with other fans of the shop
Details of what my friends have bought
The ability to purchase products without visiting the main site
Exclusive insight or information about the retailer/brand
Be asked to come up with ideas for products or services
The ability to interact and talk to people at the company
Personalised purchase recommendations
Access to new products prior to release on the main site
A feature that enables me to track my delivery
Competitions
Customer service
Discounts for future purchases
0% 20% 40% 60% 80%
Why consumers follow / befriend a brand by region
Africa
Latin america
North america
Europe
Asia pacific
Which of the following brand activation techniques would improve your opinion of the participating brand? Base: % of internet users worldwide
Sponsor music downloads
Create a brand community where I can meet new people
Use micro-blog/social network pages to provide customer support/service
Create blogs to talk about the company and product
Contact me if I mention the brand on a micro-blog
Talk to bloggers directly about relevant products and services
Create groups in social networks
Befriend in a social network
Create videos online featuring the brand
Create applications/online services
Creating a website, allowing you to interact with the brand/company directly
Listen to comments on forums/social networks
15%
15%
13%
17%
18%
18%
14%
13%
20%
27%
42%
44%
18%
18%
18%
22%
20%
22%
20%
20%
22%
30%
47%
44%
18%
19%
20%
20%
20%
21%
21%
25%
31%
34%
46%
How consumers want brands to engage with them
Wave5
Wave4
Wave3
Which of the following social brand activation techniques would improve your opinion of the participating brand? Base: % of internet users worldwide
Mob
ile p
hone
s
Compu
ters
Trave
l/holi
days
Films
Fashio
n/clo
thing
The in
tern
et
Mus
ic
Books
Techn
ology
/gad
gets
Groce
ry p
rodu
cts
(food
)
Alcoho
lic d
rinks
Health
care
/pha
rmac
eutic
als
Fast f
ood
Autom
obile
s/ca
rs
Skinca
re/h
airca
re/b
eaut
y pr
oduc
ts
Food/
rest
aura
nts
16% 15%15%
14% 14%
13% 13%
11% 11% 11%11%
9% 9% 9%8% 8%
What products and services consumers discuss online
Which of the following products , services or topics have you posted an opinion online in the past month (excl. Email and Instant Messaging)? Base: % of internet users worldwide
What is the world talking about?
Blogs, social networks and even emails are strong drivers of discussions for products – whether it is advocacy or detraction
On a micro-blog
On a video sharing site
On the comments of a news site
On an auction site
On a site dedicated to reviews and recommendations
On a price comparison site
In reviews on an online retail site
On a forum or message board
In a group on a social network
In comments of a blog
Contact on instant messenger
On my blog
Contact on email
Contact on a social network
5%
7%
12%
14%
14%
15%
15%
18%
18%
18%
22%
28%
28%
28%
Platforms on which they discuss these products and services
Where have you posted an opinion about a product or service you’ve bought in the last month?Base: % of internet users worldwide
Smartphone Penetration by market - GWI
Germ
any
UKIta
lySpa
in
Nethe
rland
s
Franc
e
Japa
nUSA
Canad
a
Austra
liaChin
a
South
Kor
ea
Russia
India
Mex
icoBra
zil
Mala
ysia
Poland
Turke
y
Indo
nesia
Philipp
ines
Hong
Kong
Singap
ore
40%
52%
38%
49%
39% 39%
34%
41%
37%
51%
69%
43% 43%
60%
55%
44%
52%55% 56%
69%
54% 53%
64%Advanced market average – 42%
Emerging market average – 55%
What features do you have on your current mobile phone? – Full Web Browser(% of Internet users by country – Wave 4)
Smartphone Penetration by market - GWI
What features do you have on your current mobile phone? – Full Web Browser(% of population by country – Wave 4; population figures from IMF)
Singap
ore
Hong
Kong
Austra
lia UK
Nethe
rland
s
Mala
ysia
Poland
South
Kor
eaUSA
Canad
aSpa
in
Germ
any
Franc
e
Japa
nIta
lyChin
a
Russia
Brazil
Mex
ico
Philipp
ines
Indo
nesia
India
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
40%
35% 34% 34%33%
31% 31% 30%28%
25% 25% 24% 24%23%
18%16%
12% 12% 12%11%
7%
3%
Find out more: globalwebindex.net
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UK Direct: +44 20 8133 0008UK Mobile: +44 771 787 2108USA: +1 917 727 2963SA: +27 11 083 6253