Download - LSS'10: Robert Barnard Decoding Digital Friends

© Decode 2010 [email protected]

Decoding Digital Friends

Local Social Summit 2010

presented by Robert Barnard

co-founder and CEO


2

Knowledge + insights

Strategy + Co-creation Ventures

Decoding Young people

Generation Y and Z LifeStages (from High school to young family)

Click to edit Master subtitle style


Post Secondary

School Student

Young Singles

High School students

major life stages

Young Couples

Mature Singles/Couples

Retired People

DRIVERS life schedule life stage influencers life stage media life stage interests locational concentration

DEFINITION A period of time in a person's life characterized by a particular set of concerns or motives

Primary School

Families

High Schoolers’

Parents

Pre-school Families

major life transitions

first-time experiences


Decoding Digital Friends study

4


43


66


© Decode 2010 [email protected] 7

The big strategic questions on social media:

Why should you invest?

What is the value of using social media?

Who do you want to connect with?

How are relationships being built in digital environments?

What is distributed?

How is content created and effectively distributed through networks?

How will it affect behaviour?

How are digital relationships influential?

7



Frequency of Use UK- Daily

8%

11%

20%

21%

22%

36%

50%

56%

63%

68%

Write a Blog

Post on Twitter / Retweet on Twitter

Comment on a website or blog

Maintain a profile on a virtual world

Mobile Instant Messaging

Instant Messaging on a computer

Phone calls

Email

Social networking website(s)

Text Messaging / SMS



The role of social media

29%

51%

55%

59%

67%

I am able to communicate with organizations or brands

I can learn about events that I may wish to attend

It is a form of entertainment for me

I am able to keep up to date on news and information

I am able to connect with people I know



82%

51%

37%

15%

“I use it all the time”

© DECODE 2010 www.decode.net



Social network size

283

66

0

50

100

150

200

250

300

350

400 Total High School Student Post Secondary Student Young Single Young Couple Young Parent

Total network

Regular network



Strength of relationships

0 50 100 150 200 250

Best Friend Close Friends Family Friends of Friends Distant Friend People you have never met



LifeStage networks strength

44 43 32 35

43

100 105

62 58

83

High School Student Post Secondary Student

Young Singles Young Couples Young Parents

Core Friends

Distant Friends



Creating Using and Sharing Behaviour - UK

© DECODE 2010 www.decode.net

0

10

20

30

40

50

60

70

Pictures Articles Videos Music Profiles Blogs Twitter feeds

Create/upload

Listen/read/look

Share

rating



Sharing •  motivated either by a ‘political’ (small ‘p’) or civic cause or due to a ‘caring’

tendency ‘I can help educate those that see my profile on things they would have otherwise

known nothing about. And, if all they read is the title of the article, they know just a little bit more and their horizons are broadened.’

‘I really like passing on positive stuff … makes me feel warm/fuzzy.’

Rating •  Those who rate tend to like immediate feedback from others and are motivated by

being part of a ‘collective’.

‘I'm definitely a rater as I always like to answer those quick little side surveys to see where I stack up with everyone else on the topic/subject; always with the tweets for something; don't have time to be a commentator with the back and forth online.’

‘I'm a rater, I can express my opinion in a easier and more sleeker way than commenting.’

Introducing Decode’s BuzzfluenceTM Index

attitude + behaviour = Buzzfluence

•  Identification system

•  Personification device

16



35% 30

15 24 26

High School Student

Post Secondary Student

Young Singles Young Couples Young Parents

High Buzzfluence



Buzzfluencers have large networks

482

368

57 66

168

283 235

31 34 66

Entire social network

Facebook Never met in person

In-Person monthly contact

Internet monthly contact

Total High Buzzfluence



The Attitudinal Characteristics of Influencers

•  Buzzfluencers like to be informed. More than entertained.

•  Buzzfluencers like to know what’s going on in others’ lives.

•  Buzzfluencers are more concerned about feeling they at the centre of their network.

•  Buzzfluencers have more cohesive networks with more similar interests. But they are looking for access to more diversity.

•  Buzzfluencers feel more informed by their social network.

•  Buzzfluencers are truly ‘social’ users, often making friends online and allowing their public face to be seen by all.



Acting on recommendations from individuals

0

10

20

30

40

50

60

Family Best friend Close Friend Friends of Friends Distant Friends

Make a Purchase

Attend an event

Click "thumbs up/like" Join a group/fan page

%



0%

10%

20%

30%

40%

50%

60%

A brand I am familiar with

A charitable organization

A social cause or issue

A brand I am not familiar

with

My school My work My financial institution

make a purchase Pass it to someone else Join a group or fan page Attend an event

Acting on recommendations from organizations

Digital Brand Relationships

Google BBC Tesco Microsoft Channel 4 Asda Sky O2 Apple Boots Sainsbury’s iTV

23

Coca Cola Virgin Nintendo Orange Sony VISA BT Nokia McDonald's Samsung M&S Vodafone Cadbury

Top 25 Liked brands With digital interactions

Final Thoughts

Focus on segmentation Be realistic about breadth and depth

Make it easier to share not create Balance rating and commenting Find and emulate Buzzfluencers

24



Buying into decoding digital friends

Who has bought the study so far?

•  Global food and beverage companies, Leading media companies, Top Tier financial service firms, ICT leaders, Leading Educational institutions and many more.

What Value will you receive?

•  Be able to build more targeted effective social media strategies

•  save money by making smarter investments

•  find new opportunities to build better relationships with young people

About Decode

✦ Decoding is about depth, not just looking at surface trends.

✦We start with 15 years of knowledge on how young people build relationships, both with one another and with brands.

✦We are research experts in youth, young adults and young families. We take a user-centred view of how to build social media strategies.

✦We have a unique model on how to value social media: it will provide partners with knowledge to get a better ROI onsocial media, and identify new opportunities for growth.

Subscription fee for bespoke report and presentation:£9,500 + VAT (optional qualitative report £5,500)Comparison reports to USA and Canada are also available.

25

Please connect

Robert Barnard

[email protected]

+44 793 3014461

26

Download - LSS'10: Robert Barnard Decoding Digital Friends

Top Related