a peek inside the social networks in romania (twitter, facebook, hi5) (septembrie 2009)

A peek inside the Social Networks in Romania…about users‟ needs and motivations…about opportunities for brand communication

Qualitative study

Date: September, 2009

A peek inside the social networks in Romania

Contents 2

I. Objectives

&

Methodology

II. Key

findings

III. Twitter IV. Facebook V. HI5


3

I. Objectives

&

Methodology

II. Key

findings



Objectives & Methodology 4

WHAT?

• Explore users‟ perceptions towards different social networks

(Twitter, Facebook, HI5)

• Explore motivations of using different on-line social networks

• Identify expectations with regard to the content and behavior

displayed within a particular social network

• Explore the perceptions and expectations of online networks‟ users

towards brands‟ presence and communication within the context of

social networks

– Identify tips and tricks for brands‟ presence within different

social networks

• Explore the opportunities for brands to communicate

within the context of on-line social networks (Twitter,

Facebook, HI5)


Objectives & Methodology (cont.) 5

HOW AND WITH

WHOM?

• beginning of September 2009

• Bucharest

• 3 phases:

Phase I: blogs with users* of different social networks, aimed to

collect information regarding perceptions and usage of the social networks

• 6 blogs have been set up, involving separately the users of the three

social networks (selected by the social network they most frequently

use and by gender)

• the blogs have been active for 5 days, during which participants

expressed their opinions on different topics posted by the moderator

Phase II: asking experts‟ opinion about current status and trends of social

networks in Romania

• 6 representatives from the social media field

Phase III: 3 focus groups with users of the three social networks

• Mixed groups by gender and separated by the social network they

frequently** use

* Users of social networks: men and women, aged between 18 – 30 y.o., using actively

at least one of the three social networks (Twitter, Facebook, HI5)

** Frequency of usage: check their account and post comments at least twice a week

WHEN?

WHERE?


6

I. Objectives

&

Methodology

II. Key

findings



Why should a brand be on a social network? Experts‟ opinion:

…because you need to go where your consumer is!

• Within the context of social networks people are more open and transparent, so

there are higher chances to show their real feelings towards your brands

• Moreover, “there you get in touch with things that are dynamically evolving, with

people that tomorrow will change – and you need to be there, to feel the

vibrations, to learn the rules”.

• And now is a favorable moment for experimenting, as social media is still at

the beginning in Romania, but with high potential in the near future

Few tips and tricks from the experts…

• Within the social networks it is important to understand users as individuals

because when you force someone to join your network you might get the side

effect of rejection: “the only thing that works is to show him your friendship,

answering his questions, giving the sensation that behind that account is a

person not a script”

• Interactivity is a must to generate involvement, and therefore attachment

towards the brand – “think of ways to invite users to get involved in your

marketing strategy”

• Consistency, defined by the content archive, is the secret tool of success in

communication on social networks. The archive (namely the content posted along

the presence within the network) reveals brand‟s consistency in communication

and brand advocates‟ credibility!

7


5 key tips on how to capitalize on social networking

• Social networks per se are not the panacea for cheap and efficient

advertising. Social networks represent a very complex and heterogeneous

community (in terms of users‟ profile, needs, motivations and expectations).

Therefore, differentiated approaches and strategies are needed in order to

make the most of your presence within that context.

• Different social networks have distinct key values associated. They should

be considered in relation to the values included in the brand identity, in

order to use the respective social network to endorse the key values

of your brand image:

– Twitter is associated with self-development, achievement, innovation,

leadership

– Facebook is associated with stability, belonging, caring

– HI5 is associated with self-orientation, self-indulgence

8

Please note that the conclusions are drawn based on a qualitative study which describes the

main tendencies. To extend these conclusions, a quantitative validation should be considered.

1. Social networks ≠ panacea for cheap and efficient advertising

2. Make sure that the chosen social networks fits your brand values


5 key tips on how to capitalize on social networking (cont.) 9

* Note: The “wheel of values” is a model which helps create typologies. It implies putting social behaviour,personality, values, and emotions of the users on a 2-axis system built on the basis of universally-valid values:STABILITY – DEVELOPMENT vs. SELF-ORIENTED – ORIENTED TOWARDS THE OTHERS/ ALTER - ORIENTED.

STABILITY

SELF-ORIENTEDORIENTED TOWARDS THE

OTHERS

Tolerance

Power

Adventure

Independence

Accomplishment

Dependency

Conformism

Inspiration

Virtue

Self-indulgence

Belonging

DEVELOPMENT

Caution

• The “wheel of values” model helps in visualizing the core values of each social network

that should be considered also from the perspective of the brand identity:


5 key tips on how to capitalize on social networking (cont.)

• The main asset of social networks are friends‟ recommendations. And

brands should capitalize on this. Opinion leaders are especially on Twitter, but

also on Facebook. But be also aware of the risk of association as the opinion

leaders are able to either advocate for or detract from the brand image.

• Brand communication on social networks acts mostly at affective level (on

a decisional model: Cognitive-Affective-Behavior) which is the area of brand

image, familiarity, trust, choice validation. Therefore, we shouldn‟t evaluate the

communication‟s efficiency within this context based on the sales figures!

We should rather consider the indicators of trust, leadership and

emotional affinity in relation to the brand.

• Regardless of the social networks, users have the tendency to reject, within

this context, brands‟ communications that are obviously aimed at immediate

sales (especially in case of big brands) the focus should be, firstly, on

creating relationship, on „being one of them‟ or part of the community!

10

3. Beware of the opinion leaders‟ influence upon your brand

4. Brand presence on social networks influence the affective level ofconsumer behavior

5. On social networks, be one of them!


11

I. Objectives

&

Methodology

II. Key

findings



Twitter users: others‟ perception vs. self perception 12

-Early adopters, opinion leaders-Blog owners (have a point of view to share)-Focused on networking

How do the Facebook users see them?

How do the HI5 users see them?

?! (no overlap)

How do the experts see them?

How do they see themselves?

*

* Collages made by the participants in the focus groups


Twitter users: others‟ perception 13

For Facebook users they are the

opinion leaders, aspirational

models, but, at the same time,

self-absorbed and too much

focused on self-development

• Twitter is like a “trophic chain”, but

of information

• “Individuals with an active life

and passionate about what they

do”

• “People who have something

intelligent to say in real time!”

HI5 users do not know too much about Twitter users. There is no overlap between

these two social networks.


Twitter users: self perception 14

- for whom information is their reason to be,

- and who are oriented towards achievement and self-development.

Therefore,

- on Twitter are the individuals always connected and up-to-date,

• Twitter means efficiency,

knowledge, opportunities at

present, Twitter is the best tool in

spreading the “hottest news”

• Twitter is perceived as an useful

tool in self-development and

achieving recognition/ social power

(be the first who spread the news)

“I check all the time Twitter. It is thefastest way to spread the novelties”


Twitter users: network usage motivations 15

Twitter is for them an efficient tool for…

…promoting one‟s opinions and ideas opinion leaders use

Twitter to send links with updates of own blogs

…offline socialization by organizing ad-hoc events and offline

meetings

…problem solving They make the most of their connections

and mainly use Twitter to keep in touch and make sure that they

have to whom to turn to in case they need an expert opinion

Expect to find on Twitter straightforward communication, “breaking news”

and practical information! Within this context they find annoying excessive self-

promotion.

“I like the idea that you can solve a problem very fast, find a solution or interacting with

people from different domains”

“Twitter helps you save time because the information is coming to you”

“I find abusive to just promote yourself and not fair for those who invested you with trust”

“I‟ve sent unfollow to those who just promote themselves and who do not bring anything

spicy in their twits”


What do they share on Twitter? 16

Look at what is being read, not at what is beingwritten on Twitter! One good indicator in this respectare the messages which are being forwarded (RT).

•Share content pages, blog posts or online/offline resources useful for their activity, leisure time, self-development

Interesting resources & news

•Updates on what their are doing only if it is an activity interesting for others

News about themselves

•Both job seekers and job providers use it on ad-hoc purposes

Job adds

•Campaigns which offer attractive prizes will be forwarded (RT) by users if others can benefit too

Prizes, promotions, special offers

•Look for expert advice on a specific issue, solution which can be asked for and provided as a „friend's favor‟

Ask specific questions

Twitter is perceived as becoming, more and more, a space for services together with

socialization. It has been also noticed the shift from a community tool to an instant messaging

one. That is why some users associated to RSS feeds – “you may find fast anything that

might interest you!”

From this perspective, the focus is on practical information.


Brands on Twitter: few tips and tricks

• On Twitter are the influencers/ opinion leaders. This means that

– being on Twitter makes the brand to be perceived as up-to-date and keeping up

with innovation (positive word of mouth),

– but also bear in mind that it can be easily transformed in negative word of

mouth if the presence or communication there becomes annoying!

• Following Twitter users‟ reactions, we could extract several aspects that are

worth considering when a brand chooses to be present and communicate on

Twitter. Therefore, tips and tricks are emphasized at the following levels:

17

General approach

ContentSpecific actions


Brands on Twitter: few tips and tricks 18

General approach


Be focused on building credibility for offering true, accurate

information (joining forces with credible people on Twitter can be of

help). In this respect, indirect marketing is more efficient as the

brand can benefit of the influential power of opinion leaders.

Allow people to discover you progressively, let them choose to

"follow" you based on your content, rather than "following" people

just to get them to notice you

If you "follow" your customers, prove to them that you are doing

so by reacting to their posts from time to time

Give prompt answers to those mentioning your brand (Twitter

applications allow you to easily monitor brand mentions)

• Note: answers should be as prompt as possible (hours or even minutes)

In terms of tone of voice, be personal, but up to the point where the

information you share is relevant for those following you

• Adapt the tone of voice and address people directly, but not arrogantly


Brands on Twitter: few tips and tricks (cont.)

Focus on bringing constantly new, relevant or expert

information

If you use Twitter to draw people to a specific website, make sure

that users find there relevant or useful information

Follow key words representing the products and services

you offer and answer demands and questions about them

selling opportunity for those who tweet about products they want

Show willingness to help by using your expertise to provide

answers on Twitter take into account a kind of online technical

assistance (if and when requested by users) (“if someone is

satisfied with a brand, he/ she wouldn‟t say too much about that,

but if he/ she has a problem solved, for sure, he will make buzz on

that”)

19

General approach



Brands on Twitter: few tips and tricks (cont.) 20

General approach


Think of encouraging Twitter users to promote your news/ updates

by offering them special rewards (“prizes or discounts for Twitter

users”)

Be careful when choosing the ways in which you ask consumers to

promote you: avoid forced or intrusive associations (e.g.

displaying your logo on their profile picture). Rather ask them to RT an

interesting announcement and offer them a relevant reward for that.

Use Twitter to...

...announce events you organise

...start ad-hoc events sponsored by the brand which have as

purposes socialization, entertainment, information sharing

…share funny 'virals‟ (really funny ones)


21

I. Objectives

&

Methodology

II. Key

findings



Facebook users: others‟ perception vs. self perception 22

How do the experts see them? How do the Twitter users see them?

How do they see themselves? How do the HI5 users see them?

-Educated, decent people (young professionals)-Blog readers (follow others‟ points of view)-Focused on belonging and sharing


Facebook users: others‟ perception 23

For Twitter users, they are people who are ok, but

rather focused on virtual socialization and

entertainment

• “On Facebook you may find one‟s illustrated

personal history”

HI5 users are aware that “it‟s not cool anymore

to be in the same flock and Facebook is the new

temptation!”

“Facebook is for polished people! It is

elitist”, but…

…your presence there requires certain

standards that makes you behave in a stiff

manner!


Facebook users: self perception 24

On Facebook is “the network that

matters”

“It is my private area that I am

controlling”

“sharing common interests”

Moments of relaxation

Facebook is for them a tool used for…

… promoting good causes

…virtual entertainment

…self-image management


Twitter users: network usage motivations

Facebook is the place for socialization and entertainment in

the moments of spare time and relaxation they usually check

out friends‟ updates; post updates and play different quizzes or

games

Shared/ common interests represent the main criterion of

expanding network

On Facebook, users have the network that matters to

them and privacy is important quality time spent with dear ones

within the virtual space sense of belonging

This ensures also an openness towards promoting social

causes

Within this context, the content shared is very attentively

selected so that does not annoy the others. They share

information/ novelties about the interest they have in

common, amusing content or new/ hot information that

proves their intellectual concerns

25

“On Facebook, I talk to people

from different corners of the world,

people who are very dear to me

and who I can‟t see very often

because of the distance or spare

time limitations”

“On Facebook I am very

selective with the people I

accept in my network”; “I

have in my network, good

friends and also professors”

Expect to find on Facebook information from private and entertainmentarea related to their interests!


Brands on Facebook: few tips and tricks

• Facebook is usually visited in moments of relaxation (evenings, weekends).

• Facebook users are open to brands‟ communication within this context, as long as it

brings something relevant to them (“common interests”) and is not obviously meant for

immediate sales.

• Based on users‟ feedback, several tips can be emphasized with regard to brands‟ presence

on Facebook

26

General approach


If deciding to have a Facebook company page, keep in mind that

you need to have constant and interesting updates to share,

otherwise the risk is high for it to become obsolete and,

consequently ignored

Use your profile to communicate on more personal level,

inside-information from social events and company news rather

than information which is too professional

Create campaigns that involve users


Brands on Facebook: few tips and tricks (cont.)

Give relevant and constantly updated information on your page

Avoid flooding users' Inbox with unrequested messages, paying also attention

to spam reports (“if I reported something as a spam, I would like to be

respected”)

27

General approach


General approach


Side-page adds in Facebook are not yet annoying and can be used

successfully if well targeted

In this respect, put up a message which will trigger curiosity due to one or

several of the following elements: useful (practical) information, fun/

amusing, a potential win or advantage/ special offer

Avoid using ads which block user's access to any part of the

applications: e.g. hover over ads high risk of annoying them


28

I. Objectives

&

Methodology

II. Key

findings



HI5 users: others‟ perception vs. self perception 29

How do the experts see them? How do the Twitter users see them?

How do the Facebook users see them?

How do they see themselves?

-“HI5 is the OTV of Romania – the

channel with the highest audience, but

full of „cocalari‟” the perception of a

certain group of users works as a halo

effect for the entire network

-Users more focused on self-expression


HI5 users: others‟ perception 30

For Twitter users they are not-ok

people – “indecent” and “shallow”

(“HI5 is the place for cocalari,

pitzipoance”)

Facebook users are more tolerant –

“shallow people for whom their ego

and (low-quality, cheap) entertainment

matters”


HI5 users: self perception 31

“HI5 is like New York – heterogeneous,

diversified, brightness and misery together! But,

for all, HI5 means entertainment in different

forms!”

Younger users (usually high-school level), for whom “HI5 is a tool for over-

promoting self-image and self-praise”. They are focused on their ego and

just want to catch others‟ attention.

Older users, for whom “HI5 is already a routine” and “represents the nostalgia

for adolescence years”. They already started to use Facebook, but remained in the

HI5 network just to “keep in touch with friends from the second tier”

• Their sessions on HI5 are in the moments when they are bored (“I visit HI5 to kill the

moments of boredom, usually in the evening”). They check the updates of their friends,

play different games or have fun by watching profiles from the above mentioned category.

HI5 is perceived by its users as a very mottled

community, where may be found at least two

main kinds of users:


HI5 users: network usage motivations 32

Therefore, they expect to find on HI5 entertainment and attention!

– For both categories, HI5 means especially entertainment and

high spirits

– The content usually shared within the HI5 network context is

mainly related to amusement (funny ads, videos), but also with

novelty

“I usually share funny/ amusing or shocking video, but hot (very new)

things or information”; “I like sending funny or very new ads”; “I sent to

my friends the photo gallery with the new BMW”


Brands on HI5: few tips and tricks

• A real presence of a brand on HI5 suppose, in HI5 users‟ opinion,

creating a group – “a community of those interested in a

particular brand or product”. This would be perceived as a symbol of

openness and transparency.

• Within this context, there are several expectations:

33

General approach


Humanity – “a real person should be behind the account/ the

group”

Originality: “They should make something different, something

that you wouldn‟t think of”

A discreet profile (“not too simple, but also not kitschy layout”)


Organize contests that trigger users‟

involvement

In case of services or technical products,

have several users to make constant

reviews which help them acquire

credibility (“I might trust someone who

made serious and constant reviews”)

Feedback – ask users‟ opinion about

their products: “it would be really

interesting if someone would be

interested to hear your opinion”

Brands on HI5: few tips and tricks 34

General approach


Post the latest information with regard

to the brand/ product/ service

Inform about events that are

organized/ sponsored by the brands

Promptly answer to users‟ questions

with regard to the brand/ product/

service

Very good spam management – “I

agree to receive messages on their

behalf, but I want them to be attentive

to my needs and if I declared something

as spam, they should respect that”


Thank you!

• For further information on the insights contained within this report and the research that it is based on, you may contact:

Adina Mãdulãrea

Senior Qualitative Researcher

Email: [email protected]

Tel.: +4021 31 797 31

Fax: +4021 31 800 40

www.daedalusmb.ro

Ioana Ban

Qualitative Researcher

Email: [email protected]

With the help of Cristian Manafu &

a peek inside the social networks in romania (twitter, facebook, hi5) (septembrie 2009)

Self Improvement