campus party 2011 consumer social media survey

Companiesand Consumersin Social Media 2011

EXCLUSIVE SURVEY

YEAR TWO

2 Companies and Consumers in Social Media 2011

Campus Party is the largest technology, Internet and networked digital entertainment event in the world. Held between Jan. 17-22, 2011, in São Paulo, the fourth annual Campus Party Brazil was the largest to date, host to 6,800 participants (“campuseiros”), more than 95,000 visitors and 400 activities that added up to more than 500 hours of lectures, debates and workshops about the digital world.

For the second consecutuve year, The Jeffrey Group was the communications agency of record for Campus Party Brazil. Once again, we used the event to talk to hundreds of campuseiros – intensive Web and social media users – about their relationship with companies and brands on the Web.

The result is this second edition of the “Companies and Consumers in Social Media,” survey, research that uncovers data and information that helps us understand consumer behavior and expectations on the Web, map trends and plan digital communication strategies and tactics.

Enjoy!


Executive Summary

The first year of the “Companies and Consumers in Social Media” survey demonstrated consumers’ growing adoption of social media and their use of the channels to talk about companies, brands and products. The survey also showed that consumers not only expected companies to participate in these channels but also considered that being present in social media made companies “more reliable.”

The survey’s new edition reaffirms these trends with even more confidence and with new insights. “Companies and Consumers in Social Media – 2011” shows that corporate presence in social media continues to be valued, but consumers are paying more attention to how these channels are being used. They expect less advertising and want more space for dialogue and more quality content.

The survey shows what the most valued features in corporate behavior in social media are and what types of attitudes or omissions consumers are not willing to forgive. These are revealing results that create a reference for companies concerned about structuring or enhancing their presence online and their communication with consumers in social media.


Respondents’ Profiles 397 interviews

study28%

1%

41%

work and study

30%work

do not study or work

60%

16%

3%1% 0%

20%

< 18yearsold

19-25yearsold

26-35yearsold

36-45yearsold

46-55yearsold

> 56yearsold

68%

9%

23%

< 1%elementary

post-graduate

high school

college

age occupation

education


The survey interviewers talked to 397 people Jan. 19-20, 2011, at the Centro de Exposições Imigrantes, São Paulo, during the fourth annual Campus Party Brazil.

The sample included the so-called “campuseiros,” that is, the participants that remain camped on the premises of Campus Party Brazil during the event’s entire week to follow its activities.

Respondents are intensive Internet and social media users and early adopters of technology and Web tools. They may be considered trendsetters and influence the behavior of other Web users.

Most are young, 19 to 25 years old (60%). Of all respondents, only 4% were more than 35 years old. Individuals under 18 comprised 16% of the sample.

Degree of education is high: Almost 77% have a college degree, including 9% with post-graduate degrees. The remainder, 23% of respondents, have a high school degree or less.

69% of respondents are students and 71% work. 41% both study and hold a job. 78% are men.

Respondents’ Profile


Mobility and Connectivity

75% 67% 20% 34% 25% 30% -- 6% 17% 11% -- 7%87% 82%

desktopnote/netbookcell phonesmart phonetabletsconsolesall

comparative 2010

connectivitycomparative 2010/2011


With regard to the equipment used to access the Web, some trends identified in the survey’s first edition were reinforced in the second year. Notebooks or netbooks, used by 82% of respondents, remain the key tools for accessing the Web.

The survey recorded growth in Internet access by cell phones and smart phones. In 2010, 45% of respondents said they accessed the Web from these devices. This year, the percentage increased to 64%, a rate very close to that recorded for access from desktops (67%). 6% of respondents use tablets.

These data reinforce two important traits of these consumers: mobility, that is, the capacity of accessing the Web from anywhere, and connectivity, that is, the utilization of several devices to browse the Internet.

Mobility and Connectivity


Key Channels

What social media channel do you most use? What social network do you most use?

twitter

orkut

facebook

instant messaging

youtube

comments in forums and blogs

linkedin

own blog comparative 2010

others

all

channel adoptioncomparative 2010/2011

75% 85% 82% 78% 56% 77% -- 63% -- 59% -- 36% -- 30% -- 28% -- 8% -- 10%

social networkcomparative 2010/2011

* Other networks mentioned were: Akiow, Azerox, Bymk, Filmow, Fórum 2, Foursquare, Skoob, Skype, Sonico, Tumblr, Wordpress and MSN (8 mentions).

twitter

orkut

facebook

linkedin

others

comparative 2010

32% 57% 5% 31% -- 4% -- 9%20% 33%


Twitter was the most mentioned channel (299 mentions), followed by Orkut and Facebook.

While Twitter maintained practically the same rate of adoption recorded in the previous survey (a little more than 75% of respondents said they used this platform), Orkut recorded a significant drop. In 2010, 82% of respondents said they maintained a profile on Orkut. In the survey this year, the rate decreased to 69%.

The inverse happened to Facebook, whose adoption grew from 56% in 2010 to 67.5% this year.

There was a decrease in the number of users with their own blog – from 42% in 2010 to a little less than half this rate (24%) in 2011 – and also in the percentage of users that make comments in forums or blogs of others (55% in 2010 vs. 32% in 2011).

The survey also shows that a large share of respondents is active in multiple social networks and in several social media channels. Asked about the social network they most use, 44% of respondents said Twitter.

Orkut was mentioned as the primary channel of expression by 26% of respondents, a rate very close to that of Facebook, which reached 24%.

Key Channels


Relating to Companies on the Web

Almost all (94%) respondents says they use social media to express their opinion about companies and products. In the 2010 survey, this rate was 73%.

Of this total, 36% say they “almost always” use the Web to discuss their relationship with companies and brands.

37% say they express their opinion “sometimes” and 21% say “rarely.” Only 6% say they never used social media to criticize or praise companies, products and services.

almost always sometimes rarely never

36% 37%

21%

6%

How often do you use social media to discuss companies, services and products?


What Web channels do you use the most to express your opinion about companies, brands, products or services?

38%

23%

16%14%

social networks(orkut, twitter, facebook)

blogs and forums

corporate sites

complaint websites

61% of respondents choose social media channels as their favorite medium to discuss companies and products on the Web. Of those, 38% are in social networks (Facebook, Orkut, Twitter and others) and 23% in blogs and forums.

Corporate Websites are the preferred channel for expression of 16% of respondents, while 14% prefer to use complaint Websites such as Reclame Aqui. 14% use trade or price comparison Websites as their preferred channel to discuss products and companies.



What motivates/would motivate you to be part of the online community of a company in social media (ex.: follow the company profile on Twitter, a company page on Facebook or Orkut)? Mention 3 in order of importance of information.

1st option 2nd option 3rd option single mention

receiving f irsthand newsand information 67%37% 16% 14%

exchanging opinions and experiences with other users/consumers 14% 50%13% 23%

having a space to interact/talkto the company 14% 44%16%14%

showing my admiration fora brand or product 19%7%7%5%

showing my support to a social, culturalor environmental cause or initiative 26%9%10%7%

participating in contestsand promotions 54%17%14% 23%

learning more about a certain product or topic of interest 10% 40%11% 19%



Consumers are willing to engage in corporate initiatives in social media, but this support is far from being unconditional. The survey data show that consumers expect companies to provide abundant and quality information, space for interactivity, transparency in communication, open dialogue, promotions and prizes.

“Receiving firsthand news and information” was the item mentioned by 37% of respondents as the key motivation to be part of the online community of a company in social media. Altogether, 67% of respondents indicated this as an important reason for engagement with a brand on the Web.

The possibility of taking part in online contests and promotions was mentioned by 54% of respondents, which shows that consumers value this type of initiative in digital media and seek opportunities to compete for prizes or advantages.

Dialogue with other consumers or directly with the company itself are consumer aspirations that stand out in the survey results. Altogether, 50% mention the exchange of experiences with other users and consumers as an important motivator to be part of the online community of a company. The item “having a space to interact/talk to the company” was mentioned as a motivation by 44% of respondents.

Showing support for a social, cultural or environmental cause or initiative (26%), showing admiration for a brand or product (19%) or learning more about a certain product or topic of interest (40%) were also identified as reasons for engagement.



What annoys you the most in your relationships with companies on the Web? Mention 3 in order of importance of information.

18% 14% 13%NOT HAVING AN ANSWER OR RECEIVING DISSATISFACTORY

ANSWER TO A QUESTION, CRITIQUE OR COMMENT 45%

8% 16% 16%BROKEN LINKS, VIDEOS THAT DO NOT RUN,

IMAGES THAT DO NOT LOAD, ETC. 40%

11% 15% 18%COMPANY IS NOT TRANSPARENT

AND NEVER ADMITS ERRORS OR FLAWS 44%

19% 8% 21%COMPANY USES THE SOCIAL MEDIA ONLY TOADVERTISE ITSELF AND ITS PRODUCTS 48%

26% 18% 12%NOT FINDING PLACE/CHANNEL FOR INTERACTION

WITH THE COMPANY ON THE WEB 56%

18% 29% 20%FINDING OUTDATED OR INSUFFICIENT INFORMATION

ON THE COMPANY WEBSITE/PROFILE/COMMUNITY 67%


1st option 2nd option 3rd option single mention


The survey shows that some attitudes and omissions by companies most annoy consumers on the Web.

Finding outdated or insufficient information on the company Website/profile/community was the item with the greatest number of mentions: 67% of respondents said they were annoyed when they got to a digital channel that seemed abandoned or neglected by brands in charge of managing it.

Another point of irritation, identified as the main reason of annoyance by 26% of respondents (56% of the total), is not finding the place/channel for interaction with the company on the Web. The data show that, on the Web, and in social media in particular, consumers are willing to listen, but they want to be heard as well.

This conclusion is reinforced by another annoyance identified by respondents: 48% are annoyed by companies that “use social media only to advertise themselves and their products.” From the consumer perspective, social media are, or should be, channels for dialogue with companies.

Respondents disapprove of companies that leave users’ questions unanswered (45%) and those that do not admit errors or flaws (44%). The survey also shows consumers’ annoyance with technical inconveniences: 40% expressed irritation with Website and technical malfunctions.



The Digital Consumer

Thinking about your relationship with companies and brands on the Web, indicate if the following apply to you:

93% consult the opinions of other consumers on the Web to be informed about brands and products

86% usually recommend brands, products and services which they like

77% follow corporate profiles/pages on social networks (Twitter, Facebook, and Orkut)

75% post grievances or complaints about companies and products on the Web

62% say they trust companies more that have communication channels in social media


About the Companies

“The use of social media channels (blogs, social networks, etc.) helps enhance company communication with its consumers.”

98% agree with the statement – 76% fully agree and 22% partly agree. Only 2% say they do not agree.

agree 76% disagree 2% partly agree 22%


94% of respondents agree with the statement; 17% agree with some restraint (“partly agree”). Only 5% of respondents disagree with the statement and 1% of respondents did not know how to answer.

“Companies that show transparency and are open to dialogue are more successful in their communication in social media.”

agree 77% disagree 4% don’t know how to answer 1% partly agree 17% partly disagree 1%

About the Companies


Conclusions

* Consumers consider social media channels to be their preferred media to discuss companies, brands, products and services on the Web.

* Consumers use social media both to recommend brands, products and services which they like and to make public their grievances and complaints.

* Consumers most value the opinions of other consumers when they want to obtain information about brands and products.

* Consumers accept and demand corporate presence in social media, as long as they can offer relevant content and are shown to be open to dialogue and interactivity.

* Consumers reject companies that use social media only as channels for advertising or show inconsistency and lack of transparency in communication.

* Consumers believe that corporate use of social media helps show transparency and enhances communication with the target audience.


Credits

“Companies and Consumers in Social Media - 2011”

Planning and analysis: The Jeffrey Group

Application and tabulation: ACall

Interviews: 397 individual interviews

Date: January 19-20, 2011

Location: Campus Party Brazil, Centro de Exposições Imigrantes, São Paulo - SP

Acknowledgements: Campus Party Brazil, Futura Networks


About The Jeffrey Group

The Jeffrey Group is the leading independent communications agency helping businesses engage Latin audiences throughout the Americas. With a history of successfully serving the world’s largest companies and brands since 1993, the firm provides a full range of public relations, marketing, digital and corporate communication services in Latin America and the U.S. Hispanic communities for a diverse range of clients including Acer, American Airlines, Bayer, Coca-Cola, Diageo, Fox Networks, Johnson & Johnson, Nestle, T-Mobile, UnitedHealth, Volkswagen, and Xerox, among others. In addition to wholly owned offices in Miami, New York, Buenos Aires, São Paulo and Mexico City, the company maintains a network of Local Service Partners to cost-effectively provide clients with local insights, strategic counsel and tactical support in multiple markets throughout North and South America. The firm’s proprietary PubTracker® system offers tracking and analysis of media and online coverage.

For more information, visit www.jeffreygroup.com.