8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
1/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Social Media and BrandingTom Smith, Trendstream
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
2/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Today
Social Media in 2010 Where should brands
focus?
What do consumers want from brands
The opportunity
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
3/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
18 markets, 50K+ surveys - Most detailed social media research
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
4/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Social Media in 2010
Whereshould brands focus
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
5/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Follow the hype.....?
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
6/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Not always...
0%
10%
20%
30%
40%
50%
60%
70%
80%
UK Netherlands Germany Italy Spain France Russia
Awareness of web services by country
Source: Global Web Index Wave 2
41% Twitter Awareness55% Facebook Awareness
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
7/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
The mass market is different....
0%
10%
20%
30%
40%
50%
60%
70%
80%
UK Netherlands Germany Italy Spain France Russia
Twitter Aware Facebook Aware Twitter Use Facebook Use
Weekly usage of web services by country
Source: Global Web Index Wave 2
6% Twitter Usage29% Facebook Usage
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
8/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Know who is using....
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Regular Twitter user
Source: Global Web Index Wave 2 European Average
Leading users aremarketing and computerprofessionals
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
9/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
The Social Web is much bigger
0% 10% 20% 30% 40% 50% 60% 70%
Used a micro-blogging service
Written your own blog
Written a news story / article
Edited/managed own website
Listened / watched a podcast
Uploaded a video online
Left a comment on a story on a website
Used a Chat Room / Forum
Used a consumer review site
Uploaded photos online
Manage your social network profile
Watched a video clip
Have Done in the Last Month
Source: Global Web Index Wave 2 European Average
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
10/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Growth is driven by Social Networks and Video. Behaviourchange moves more slowly than you might think
0% 10% 20% 30% 40% 50% 60% 70%
Used a micro-blogging service
Written your own blog
Written a news story / article
Edited/managed own website
Listened / watched a podcast
Uploaded a video online
Left a comment on a story on a website
Used a Chat Room / Forum
Used a consumer review site
Uploaded photos online
Manage your social network profile
Watched a video clip
Jul-09
Jan-10 change
Source: Global Web Index Wave 2 European Average
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
11/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
The key involvement points for brands differ by market:
France Germany Italy Netherlands Russia Spain UK
Manage your social network profile 32% 29% 38% 38% 50% 39% 46%
Written your own blog 9% 8% 19% 8% 19% 18% 9%
Used a micro-blogging service 4% 4% 12% 3% 13% 7% 6%
Edited/managed own website 9% 14% 19% 13% 23% 15% 11%
Left a comment on a story on a website 23% 23% 24% 26% 32% 37% 24%
Source: Global Web Index Wave 2 Have done in the last month
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
12/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
These contributors shape your brand: reviews andforums are key
11%
17%
18%
19%
21%
22%
22%
24%
24%25%
28%
0% 5% 10% 15% 20% 25% 30%
On my blog
On the comments of a news site
In the comments of a blog
In a group on a social network
To a contact on a social network
To a contact on instant messenger
On a price comparison site
On a site dedicated to reviews and recommendations
On a forum or message board
To a contact on email
In reviews on an online retail site
Source: Global Web Index Wave 2 European Average
Where did you mention products and brands in the last month?
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
13/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
This information impacts all web users...
4%7%
11%11%
12%13%
14%15% 18%
18%19%
22%25%
26%27%27%
32%33%
38% 41%
42%43%
0% 10% 20% 30% 40% 50%
Take on a different personalityChange other peoples opinions
Meet new peoplePromote something
Organise my lifeExpress myselfShare content
Share my opinionNetworking for work
Play gamesKeep my friends up to date with my life
Find films / TV showsFind music
Fill up spare timeEducation
To get inspired/get ideasEntertainment
Research for workResearch how to do things
Stay in touch with friendsStay up to date on news / events
Research / find products to buy
Source: Global Web Index Wave 2 European Average
What motivates you to get online?
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
14/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
People trust other consumers online more than anyprofessional contact
0%
10%
20%
30%
40%
50%60%
70%
80%
Source: Global Web Index Wave 2 European Average
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
15/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Your brand perception is shaped here....
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
16/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
And here.....6 out of 10 are consumercreated
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
17/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Key points
Social Media is much bigger than Facebook and Twitter
Forums, reviews and recommendation sites drive purchasing Contribution in Europe is very purchasing orientated
Contributors are shaping your brand. It is essential to engage
them directly
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
18/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
What do consumers want frombrands?
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
19/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
They want to talk!!
0% 5% 10% 15% 20% 25%
Contacting me with helpful information if I mention the brand
Sponsoring blogs
Becoming your friend in a social network
Creating groups in social networks
Talking to bloggers directly about relevant products and services
Creating blogs that focus on the company and product
Braded videos
Using targeted advertising
Sponsoring music downloads
Listening to the comments that people say online
A page in a social network to ask questions directly to the company
A company/brand community/social network that allows interaction
Source: Global Web Index Wave 2 European Average
What improves your opinion of thebrand?
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
20/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Interactingwith Staff
A page in asocial network
where I can
talk directly
Listening towhat I say
What improves your opinion of the
brand? Top 3
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
21/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Technology and fashion brands lead demands forconsumer interaction
0%
5%
10%
15%
20%
25%
30%
35%
Luxuryproduct
Soft drink Airline Packagedfood
product
Snackproduct
Financialproduct /service
Personalcare /beautybrand
Car /Automobile
Fashionbrand
Technologyproduct
Create a platform for you to interact with the company or staff directly e.g blog / micro-blog
Source: Global Web Index Wave 2 European Average
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
22/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
The opportunity
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
23/31
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
24/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
The social web is fragmented and messy. Take yourbrand to the consumer in as many platforms aspossible: e.g Capricho teen magazine Brazil
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
25/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Talk to consumers on a one to one basis e.g Tata,Sony or Apple in India
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
26/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Promote your people not just the brand e.g Dell
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
27/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Enhance product + provide places for customers toengage: deliver open and real-time customerengagement e.g Skybrasil
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
28/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Tell stories about the company: be transparent andopen e.g Mercedes video content in China
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
29/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Reward consumer involvement and distribution: e.gMTV India or HP Brazil
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
30/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
The role of advertising?
Social media is a challenge for advertising:
Need to think beyond the traditional media buy and ad format
Create assets that can also be distributed by consumers and paid for
ad units
Use sponsorship with content, and applications
Promote people
Signpost consumers to your social presence
work with social
platforms
Help speed up the process social media is a long term and can be a
slow build commitment
8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires
31/31
BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Thank you....!
@tomtrendstream+447970727061
skype: tomtrendstream
Managing Director
Trendstream Limited
mailto:[email protected]:[email protected]Top Related