Do you speak emoji? The complicated relationship between young people and social media.
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Transcript of Do you speak emoji? The complicated relationship between young people and social media.
Which platforms do 16-24 year olds use at least weekly?
55.90% 54.10%
11.10%
29.20%
6.90% 10.60%
29%
35.60%
14.30%
36.50% 36.40%
Source: GlobalWebIndex, November 2015
Which platforms do 16-24 year olds use at least weekly?
55.90% 54.10%
11.10%
29.20%
6.90% 10.60%
29%
35.60%
14.30%
36.50% 36.40%
Source: GlobalWebIndex, November 2015
How many hours do you spend social networking during a typical day?
11.40%
18.70% 20.60%
13.70% 10.50%
8.20% 6% 6.60%
4.20%
Source: GlobalWebIndex, November 2015
How many hours do you spend social networking during a typical day?
11.40%
18.70% 20.60%
13.70% 10.50%
8.20% 6% 6.60%
4.20%
49.2%
Source: GlobalWebIndex, November 2015
What are you main reasons for using social networking sites?
46.9
35.1 28.7
49.8 44.2
18.8
31.6
17.9 11.4 10.3
15.8 20.1 22.1
40.2
59.7
41.5
Source: GlobalWebIndex, November 2015
Creators upload video, write articles and blog posts, manage their own site or contribute ideas for products and services. Sharers upload photos and images, like or share other people’s content using sharing widgets or on social networks and communities, or invite friends to join them on social networks. Commentators ask or answer questions on sites like Yahoo Answers or Quora,
comment on stories, post comments on forums or message boards, or ask brands questions using micro-blogging services. Reviewers post reviews of products and services. Socialisers use social networking and micro-blogging sites to keep in touch with friends and contacts. Passives are none of the above.
Social behaviours
Source: GlobalWebIndex, November 2015
You must trust and believe in people, or life becomes impossible.
“ “
Anton Chekhov, Uncle Vanya, 1896
32%
34%
40%
45%
46%
52%
53%
60%
70%
72%
Brands I don't use
Celebri3es
Elected officials
A well-‐known online personality
A company CEO
Employees of a company
A journalist
Companies I use
An academic or expert
My friends and family
We trust friends and experts
TRUSTED
DISTRUSTED
Trust in information created by each author on social networking
sites, content sharing sites, and online information sources.
Source: Edelman Trust Barometer, 2015
Consumer journey
3
4
1
2
Purchase
Awareness
Evaluation
Consideration Bond
Advocate
6
5
7
LOYALTY LOOP
Enjoy
Trigger
Source: McKinsey & Company, 2009
UGC crucial for consideration and evaluation
Influencer
Branded
User generated
3
4
1
2
Purchase
Awareness
Evaluation
Consideration Bond
Advocate
6
5
7
LOYALTY LOOP
12% 10% Enjoy
16%
Source: Nielsen, The Role of Content in the Consumer Decision Journey, 2014
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