1.1The Socialisation of Brands The Socialisation of Brands Social media tracker - 2010

2. 2The Socialisation of Brands Contents Executive summary Introduction The continuing Wave story Methodology The social challenge for brands The new social landscape: means and motives The gravitational pull of social networks The rise of microblogging The future face of social media The Socialisation of Brands The impact: summary 3. 3The Socialisation of Brands Executive Summary Social media is an incredibly dynamic environment. Terms like friend and influencer are no longer adequate. A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users. Social networks are becoming powerful hubs of interconnected communities but its not just people that are connecting in the social media space. There is huge demand for a more social and interactive relationships with brands. Almost half of the Active Internet Universe has already joined a brand community. These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales. However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience. 4. 4The Socialisation of Brands Introduction 5. 5The Socialisation of Brands Hello Welcome to Wave: The largest and longest running dedicated social media study in the world. 6. 6The Socialisation of Brands 15 countries 7,500 respondents 21 markets 10,000 respondents 29 countries 17,000 respondents 38 countries 23,200 respondents 54 countries 37,600 respondents The continuing Wave story 7. 7The Socialisation of Brands The expanding Wave universe Wave 1 Australia Brazil China France Germany Italy India Japan Korea Mexico Philippines Russia Spain UK US 54 countries Wave 2 Australia Brazil China France Germany Greece India Italy Japan Korea Malaysia Mexico Pakistan Philippines Russia Singapore Spain Taiwan Thailand UK US Wave 3 Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Korea Mexico Netherlands Pakistan Philippines Poland Romania Russia Spain Switzerland Taiwan Turkey UK US Wave 4 Australia Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Korea Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa Spain Sweden Turkey UK US Wave 5 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Italy Ireland (ROI) Japan Korea KSA Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Serbia Singapore Slovakia South Africa Spain Sweden Taiwan Thailand Tunisia Turkey UAE UK US 37,600 respondents 8. 8The Socialisation of Brands 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08 Wave 4 March 09 Wave 5 July 2010 %EverDone Read blogs / weblogs Start my own blog/ weblog Leave a comment on a blog site Upload my photos to a photo sharing site Upload a video clip to a video sharing site Watch video clips online Create a profile on a social network Manage a profile on a social network Visit a friend's social network page Q: Thinking about the internet, which of the following have you ever done? Methodology Wave has retained the same methodology from Wave 1 to Wave 5, enabling comparison across Waves All research is conducted on UMs in- house research system, Intuition We have surveyed 37,600 16-54 Active Internet Users in 54 countries All surveys are self-completed and the data collected is purely quantitative Why the Active Internet User? Active internet users are those that use the internet every day or every other day Social media is driven by active internet users They drive adoption of platforms and tools and they will determine which tools and platforms become dominant 9. 9The Socialisation of Brands The social challenge for brands 10. Understand how and, more importantly, why people use social media Map the social landscape of the category you are operating in and where your consumer fits in that landscape Identify the social needs of the consumer Identify the platforms that best meet those needs The Socialisation of Brands roadmap 11. 11The Socialisation of Brands The new social landscape Means and motives 12. 12The Socialisation of Brands 0 10 20 30 40 50 Be creative Change opinions Earn respect Explore the world around me Express yourself Feel like you belong Hang out or waste time Have Fun/be entertained Keep up to date Learn something newMake contacts for work Make money Manage my life better Meet new people Promote yourself Seek other people's opinions Share knowledge Share new experiences Stay in touch with friends Instant Messenger Message Boards Blogs Video Sites Q: Which of the following do a good job when you want to... Understanding means and motives 13. 13The Socialisation of Brands 0 10 20 30 40 50 Be creative Change opinions Earn respect Explore the world around me Express yourself Feel like you belong Hang out or waste time Have Fun/be entertained Keep up to date Learn something newMake contacts for work Make money Manage my life better Meet new people Promote yourself Seek other people's opinions Share knowledge Share new experiences Stay in touch with friends Instant Messenger Message Boards Blogs Video Sites Social Networks Q: Which of the following do a good job when you want to... Multi-faceted social networks 14. 14The Socialisation of Brands The gravitational pull of social networks 15. 15The Socialisation of Brands Growing fast 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08 Wave 4 March 09 Wave 5 July 2010 %EverDone Create a profile on a social network Manage a profile on a social network Visit a friend's social network page Q: Thinking about the internet, which of the following have you ever done? 16. 16The Socialisation of Brands 45.1% 51.4% 61.4% 0% 20% 40% 60% 80% Global And this is a truly global movement 33.1% 48.3% 58.1% USA 47.4% 51.4% 68.4% China 64.8% 66.1% 79.8% Russia 53.4% 55.5% 58.6% UK 63.6% 53.9% 74.5% Brazil 51.4% 62.8% 72.5% India 24.0% 34.4% 53.9% Italy 27.2% 36.6% 61.4% Germany 29.9% 46.2% 61.4% Spain 26.3% 43.4% 53.2% France Wave 3 Wave 4 Wave 5 Q: Thinking about using the internet, which of the following have you done in the last 6 months? - Manage a profile on an existing social network 17. 17The Socialisation of Brands A pull of people... 0 10 20 30 40 50 60 Wave 3 2008 Wave 4 2009 Wave 5 2010 Averagenumberofpeople Face to face Phone Text message Email Instant Messenger Social Network My personal blog Forum/message boards Q: Approximately how many people do you stay in contact with in your personal life through the following means? 18. 18The Socialisation of Brands ...and activity 0% 10% 20% 30% 40% 50% 60% 70% 80% Wave 3 2008 Wave 4 2009 Wave 5 2010 Message friends Find old friends Find new friends Dating Update my profile Q: Which of the following have you done with your social networking profile, amongst those who have used a social network in the last 6 months 19. 19The Socialisation of Brands 29.7% 38.8% 52.0% 0% 20% 40% 60% Global This is community growth on a phenomenal scale 16.7% 31.2% 58.1% USA 31.8% 39.5% 50.0% China 15.6% 36.3% 47.0% Russia 30.7% 40.6% 57.0% UK 50.5% 57.5% 74.5% Brazil 43.2% 57.9% 58.0% India 17.6% 34.6% 53.9% Italy 14.1% 25.2% 37.8% Germany 16.5% 34.7% 55.5% Spain 11.7% 23.8% 40.0% France Wave 3 Wave 4 Wave 5 Q: Thinking about using the internet, which of the following have you done in the last 6 months? - Manage a profile on an existing social network 20. 20The Socialisation of Brands Content sharing still continues 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wave 3 2008 Wave 4 2009 Wave 5 2010 Upload my photos to a photo sharing website Visit a photo sharing website Upload video clip to video sharing website Watch video clips online Q: Thinking about using the internet, which of the following have you done in the last 6 months? 21. 21The Socialisation of Brands But is starting to migrate 0% 10% 20% 30% 40% 50% 60% 70% Wave 3 2008 Wave 4 2009 Wave 5 2010 Upload photos Upload videos Q: Which of the following have you done with your social networking profile? - Amongst those who have used a social network in the last 6 months 22. 22The Socialisation of Brands Blogs & forums move away from personal topics 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Wave 3 2008 Wave 4 2009 Wave 5 2010 Personal Blogs (diary sites) Family/friend Blogs Write a blog on my social network Q: When you read blogs, which of the following types of blogs do you read most often?- Amongst those who have read a blog in the last 6 months, Which of the following have you done with your social networking profile? - Amongst those who have used a social network in the last 6 months 23. 23The Socialisation of Brands And specialise 10% 15% 20% 25% 30% 35% 40% Wave 3 2008 Wave 4 2009 Wave 5 2010 News/Current Affairs Product recommendations Music Technology Business (general news & opinion) Business news- relevant to my current job A company/brand blog Science Sport Film/TV Gaming Travel (holidays, destinations) Celebrities Q: When you read blogs, which of the following types of blogs do you read most often? - Amongst those who have read a blog in the last 6 months 24. 24The Socialisation of Brands 62.2% 63.1% 63.3% India 35.2% 36.3% 29.6% Germany 63.6% 55.9% 60.3% Spain 55.3% 60.6% 64.5% 0% 20% 40% 60% 80% 100% Global Blogging 45.6% 50.2% 46.7% USA 74.9% 75.7% 68.4% China 59.3% 54.6% 63.4% Russia 50.7% 41.3% 40.8% UK 74.5% 40.9% 72.4% Brazil 61.9% 51.0% 51.5% Italy 45.6% 50.2% 46.7% France Wave 3 Wave 4 Wave 5 Q: Thinking about using the internet, which of the following have you used in the last 6 months? - Read blogs / weblogs Declining or stabilising in Western countries, but growing in others 25. 25The Socialisation of Brands The rise of microblogging Q: Thinking about using the internet have you used a microblogging service like Twitter or Jaiku in the last 6 months? 0% 5% 10% 15% 20% 25% 30% 35% 40% Wave 4 2009 Wave 5 2010 26. 26The Socialisation of Brands The rise of microblogging Q: Age and gender profile of people who have used a microblogging service in the last 6 months 16-24, 41% 25-34, 32% 34-44, 19% 45-54, 8% Wave 4 2009 34.6% 65.4% 16-24, 39% 25-34, 33% 34-44, 20% 45-54, 8% Wave 5 2010 42.6% 57.4% 27. 27The Socialisation of Brands The future face of social media 28. 28The Socialisation of Brands The new engine of social media 29. 29The Socialisation of Brands Smartphone ownership drives mobile internet use 0% 10% 20% 30% 40% 50% 60% GLOBAL China Russia UK US India Italy Germany France Spain Brazil Mobile device Smartphone owners Q: % of people who access the internet via a mobile device and the % of smartphone owners who access the internet via a mobile device 30. 30The Socialisation of Brands And the use of social media 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Use Instant Messenger Watch video clips online (e.g youtube.com) Read blogs / weblogs Visit a friend's social network page Visited an official company / brand websites Visit a photo sharing website (e.g flickr.com) Visit a message board / forum Upload my photos to a photo sharing website Shared a music file / mp3 with a friend Started a topic on a message board/ forum Post / write stories for my own blog / weblog Manage a profile on an existing social network Leave a comment on a blog site Share a video clip with a friend Used micro blogging service like Twitter/Jaiku Joined an online community around a brand/prod Upload a video clip to a video sharing website Create a video to upload online Joined a professional social networking site Created an online community around brand/prod Mobile device Smartphone owners Q: Thinking about using the internet on your mobile device, which of the following have you done in the last 6 months? - Amongst all who have accessed the internet via a mobile device and smartphone owners 31. 31The Socialisation of Brands A connected generation 32. 32The Socialisation of Brands The Socialisation of Brands 33. 33The Socialisation of Brands Understanding means and motive is everything Social media is an incredibly dynamic environment A deeper knowledge of consumer needs and motivations is the key to unlocking our understanding of social media Understanding these motivations explains much of what is happening Why people engage in social media is an important starting point but there is still a missing piece of the puzzle Do consumers want a relationship with brands? What kind of social experience are people looking for with brands? 34. 34The Socialisation of Brands Are people moving away from traditional brand spaces online? 70% 72% 74% 76% 78% 80% 82% 84% 86% Wave 3 2008 Wave 4 2009 Wave 5 2010 Q: Thinking about using the internet, have you visited an official brand/company website in the last 6 months? 35. 35The Socialisation of Brands There is certainly a move towards engaging brands in social spaces 0% 10% 20% 30% 40% 50% Affiliate with or become a fan of a brand Join a group Wave 4 2009 Wave 5 2010 Q: Which of the following have you done with your social networking profile? -Amongst those who have used a social network in the last 6 months 36. 36The Socialisation of Brands Large numbers are already joining brand communities 0% 50% 100% Q: Have you ever joined a brand community online? 37. 37The Socialisation of Brands Q: Amongst those who show an interest in an category, how many want an interaction with companies in that category (i.e. At least one or more interaction). These included a range of interactions from getting access to advance news of products to being able to access decision makers and influence product development Health 75% Movies 74% Music 73% Travel 71% Telecomms 71% Software 71% Food 70% Finance 67% Cars 63% Is this true for all categories? 38. 38The Socialisation of Brands So why are people joining brand communities? 0% 20% 40% 60% 80% 100% To support a cause I like To share my appreciation with others To associate with something I think is cool To learn more about it To feel part of a like- minded community To get free content To fill time/have fun Because it was recommended to me To get advance news of products LatAm Middle East & Africa Asia & Oceania North America Europe Q: Agreement with the descriptions of why they joined a brand community amongst those have ever joined a brand community online by region. 39. 39The Socialisation of Brands Q: As a result of joining a brand community, please indicate how much you agree with the following statements? I thought more positively of the brand I am more likely to buy the brand I felt more loyal towards the brand I recommended others to join What is the benefit to brands? 72% 71% 66% 63% 40. 40The Socialisation of Brands Which type of brand communities create the most positive brand benefit? 0% 20% 40% 60% 80% To feel part of a like- minded community To associate with something I think is cool To share my appreciation with others Because it was recommended to me To support a cause I like To fill time/have fun To learn more about it To get advance news of products To get free content Q: % reason why people, who thought more positively about the brand after joining, joined a brand community I thought more positively of the brand 72% 41. 41The Socialisation of Brands Understand how and, more importantly, why people use social media Map the social landscape of the category you are operating in and where your consumer fits in that landscape Identify the social needs of the consumer Identify the platforms that best meet those needs The Socialisation of Brands roadmap 42. 42The Socialisation of Brands Movies Music Health & well being Food Computer Software Mobile phones and services Travel Home technology Household products Personal finance Computer Hardware Energy & environment Fashion Portable technology Cars Sport Console/P.C. Gaming Cosmetics Luxury goods Non-alcoholic drinks Wines, spirits & alcohol I create content and collaborate with people and companies in this category I share opinions, content and information in this category I often seek information in this category to keep up to date I sometimes seek information in this category when I need it Q: Thinking about how you seek and share information regarding different products and services, which of the following statements best describe how you seek and share information in each of the following categories? Numbers of consumers (in 000s). Note: consumers can be active in more than one segment within a category. The social landscape of categories 43. 43The Socialisation of Brands Different categories, different needs 0% 10% 20% 30% 40% 50% Access to fun and entertaining content Access to breaking news An opportunity to learn something new Access to unique events or competitions Communicate & share experiences with others A personal response to my issues/complaints An opportunity to develop my skills Tools help express creativity & make something worth sharing Contact employee decision makers & influence product development Movies Health & well being Q: Thinking about companies in the following categories, which of following statements describes the kind of interaction you would like to have with these companies? amongst those who show an interest in the category. 44. 44The Socialisation of Brands Different audiences, different needs 0% 20% 40% 60% 80% 100% An opportunity to learn something new An opportunity to develop my skills Access to breaking news Free coupons/money off vouchers Access to fun and entertaining content Communicate & share experiences with other customers A personal response to my issues/ complaints Tools help express creativity & make something worth Contact employee decision maker & influence prod Access to unique events or competitions I create content and collaborate with people and companies in this category I often/sometimes seek information in this category to keep up to date Q: Thinking about companies in the computer software category, which of following statements describes the kind of interaction you would like to have with these companies? amongst those who create content or seek information in the category. 45. 45The Socialisation of Brands Mapping needs to platform 46. 46The Socialisation of Brands The impact 47. 47The Socialisation of Brands The impact Social media is an incredibly dynamic environment. Terms like friend and influencer are no longer adequate to describe the array of social activity and interaction that is occurring amongst the vast communities now being built online. A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users. Social networks are becoming powerful hubs of interconnected communities but its not just people that are connecting in the social media space. There is huge demand for a more social and interactive relationships with brands. Almost half of the Active Internet Universe has already joined a brand community. These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales. However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience. 48. 48The Socialisation of Brands What does this mean for your business? Wave 5 The Socialisation of Brands is an in-depth study and there are many other aspects that we are unable to cover in this report. If you want to know how to operate in the new social media landscape and what this means for your business please contact:- Example Glen Parker Research Director EMEA Glen.Parker@umww.com 49. 49The Socialisation of Brands About this report Wave 5 - The Socialisation of Brands is part of UMs ongoing research programme aimed at exploring the massive changes occurring in communication technologies. The studies have been conducted annually since 2006. The research is conducted by the UM EMEA research team in collaboration with the UM global network of agencies. If you have any questions about the research or future Wave projects please contact the EMEA research team Glen Parker Research Director EMEA Glen.Parker@umww.com Lindsey Thomas Research Executive EMEA Lindsey.Thomas@umww.com 50. 50The Socialisation of Brands Thank you