Hartman Event
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Transcript of Hartman Event
WHAT’S HAPPENING ONLINE?
MARJA RUIGROK
UTRECHT, OCTOBER 8, 2009
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WHAT’S HAPPENING ONLINE?
Who’s doing what?1. Impact of social media2. Online identity3. Usability rules4. Mobile internet5. E-commerce6. Cases
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http://www.youtube.com/watch?v=4OTH8bE_8dM
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USER TYPES
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The biggest share of the
user-generated content
comes from a small share of the
population
NON-USERS, PASSIVE USERS, ACTIVE USERS
Ruigrok | NetPanel - okt 2009
6 USERTYPES
For each of the website / application categories below, please specify whether you are a passive user, active user or non-user.
Basis: All - in percentages (n=1.011)© 2009 - Ruigrok | NetPanel
93%92%
90%87%
78%78%
66%
53%47%
39%34%34%
27%
4%4%
5%6%
12%10%
23%19%
21%30%
29%45%
20%51%
51%
3%6%
7%9%10%
15%
15%23%
14%45%
14%22%
66%61% 18%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Virtual world (Second Life)Social bookmarking (Delicious)
TwitterInteractive gaming (World of Warcraft)
Widgets (application software, e.g. for Facebook) Business social networks (LinkedIn, Plaxo, Xing)
Forums Platforms for sharing photos (Flickr, Picasa)
Platforms for sharing music (LimeWire, Soulseek)Blogs, Weblogs (posts and/or reactions)
Platforms for trading/commerce (eBay) Platforms for sharing videos (YouTube)
Private social networks (MySpace, Facebook)Wikis (Wikipedia)
Product and service comparison sites
Non-user Passive user Active user Don't know, no opinion
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ONLINE NETWORKING & IDENTITY
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2007 40%
2008 60%
2009 70%
31% expect the time they spend on online networks to increase in the future
PARTICIPATION SOCIAL MEDIA INCREASES
percentage of respondents with a profile on the
network
*Base: All, n=1.011
56%
33%
18%
12%
12%
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YOU WIN SOME, YOU LOOSE SOME
41% 44% 15%
39% 40% 21%
38% 34% 28%
10%40%51%
9%22%69%
30% 55% 15%
=Less active=Equally active=More active
*Base: Respondents with a profile on one or more online networks, n=variable per network, 121 - 510
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10 MORE FAMOUS THAN YOU THINK
http://www.youtube.com/watch?v=3BfHhYnUYwo
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WE ARE AWARE, BUT NOT ACTIVE
• 84% is selective about the personal information they put online
• 71% is aware of their online identity, 6% is not
• 60% think that their online identity is in their own hands, 9% think it is not
• 54% sometimes worrie about the trail of personal informationthey leave behind
• 9% have discovered unwanted private information about his orherself online
• 12% is consciously working to create the appropriate online identity, 53% is not
*Base: All, n=1.011
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USABILITY RULES
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WE EXPECT A LOT, WE GET IRRITATED A LOT
75% think you can expect much in terms of user-friendliness from a website, even if it’s a free website or online application. Only 9% disagree.
Imagine what that means for your internet or intranet…
*Base: Respondents with a profile on one or more online networks, n=variable per network, 121 - 510
What are we irritated about?
Pop-ups 64%Advertising 55%Outdated content 42%Poorly functioning search functionality 41%Poorly functioning navigation menu 37%
*Base: All, n=1.011
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MOBILE INTERNET
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50% ACCESS TO MOBILE INTERNET, LOW USAGE
49% have access to internet on the mobile phone*
40% of the ones with access use the internet ontheir mobile phone
60% of the ones with access never go online ontheir mobile phone
*Base: All, n= 1.011
**Base: Respondents with access, n= 498
Why not?It costs too much 54%No need for it 50%Screen too small 25%Too difficult 20%Speed too low 19%
*Base: Non-users of mobile internet, n= 389
What?Private mail 53%News 49%Search 48%Weather 44%Travel information 29%
*Base: Users of mobile internet, n= 198
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E-COMMERCE
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SPENDING AND EARNING ON THE WEB
62% buy products and services online (6 billion euro!)
79% think online payments always have to require a securepayment method, like iDeal or PayPal.
16% find it easier to spend money online than in physical shops.Have you ever paid to use any of the following online products / services?
Yes
Music 17%Premium access 10%Online storage 4%Video 4%Advertising-free access 3%News 2%
*Base: All, n=1.011
Have you ever earned money online with any of the following online products / services?
Yes
EBay, Marktplaats 43%Online shop 5%Advertisements 2%EBay access 2%Writing / publishing content 2%Music 1%Premium access 1% Video 0%*Base: All, n=1.011
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CASES
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MARKETING PRACTICE
Respondents• n=277• Marketeers• Active users (46% twitter)
Knowlegde• 82% is familiar with Social
Media• But no knowledge about
the effect
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Effects
awareness image involvement trafficconversion
KNOWLEDGE NEEDS
do’s & don’ts
best & worst practices inspiration
(non) commercial?
measurability
Costs and benefits
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21
(zeer) succesvol neutraal (helemaal) niet succesvol
usagesociale media
53% 32% 4% 11%
weet niet / geen mening
Basis: Ondervraagden van wie de organisatie sociale media inzetten voor commerciële doeleinden, n=179
(brand)reputation 64% 6% 0%
Positief effect Geen effect Negatief effect
30%
weet niet / geen mening
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BEST PRACTICE
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WHY SUCCESS?
• Measurable effect on new bizz, awareness, conversion, traffic (online and offline), findability, visibility)
• Pull marketing: new markets• Low costs, high profit• Press attention• Successful recruitment • LinkedIn, Hyves, Facebook,
Twitter, YouTube
Er was minder campagnegeld beschikbaar. Via sociale media is het
gelukt om het resultaat 6 keer zo hoog te hebben en de kosten 10 keer zo laag.
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WHY FAILURE?
• Low response / no connection between target group and community
• No continuity (sleeping -> coma -> dead)
• Reasons: • Strategy• Management• Focus• Relevance• Content• Commerciality• Makers
• For example: Second Life
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LEARNINGS
Activation: • Be ready• Clear objective, target group
and focus• Know your target group• Add value (you get what you give)
• Choose your channels carefully• Be transparent• Coverage• User friendly
Continuity:• Take care of your community
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MORE?
http://weblog.ruigrok.nl/volledige-rapportage-next-web-2009-online/
http://weblog.ruigrok.nl/onderzoek-smpa-sociale-media-kansrijk-maar-te-weinig-kennis-beschikbaar/
[email protected]/marjaruigrok