How youth connect on social media?

Powered by deeper knowledge of young generations © DECODE Inc. 2012 Contact: [email protected]

Decoding Digital Connections

Social Media Week PanelSeptember 24, 2012

byRobert BarnardSimon Schnetzer

Robert Barnard Simon [email protected] [email protected]

mailto:[email protected]



© DECODE Inc. 2012 Contact: [email protected] 2

About the study – Decoding Digital Connections

1095 social media users in Germany between ages of 15-34

Conducted in September 2011

22 minute questionnaire delivered to an internet panel

Balanced for age, gender and life stage

DECODE’s 3rd international social media study, 1st in Germany

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THE POWER OF LIFE STAGE STRATEGIES

© DECODE Inc. 2012 Contact: [email protected]

German brands included in study

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• Telekom• O2• Vodafone• E-Plus• Base• Lufthansa• Air Berlin• Tui• Shell• DGB• Commerzbank• ALLIANZ• ING• Postbank• Nordsee• Milka

• Ferrero• Maribo• Bionade• Dle Zeit• RH• Spiegel• Opel• Volvo• BMW• Audi• Mercedes Benz


SEC Student

Post SEC Young Single

Young Couple

Young Family

0%

10%

20%

30%

40%

50%

60%

Telekom Vodafone O2

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Sector analysis: brand supporters by life stage


Info-tainment

Staying informed and informing on issues you care about: Accessing peer-reviewed/trusted sources

74%

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What is social media used for? Connection Drivers

Sharing info that is a mixture of information and entertainmentOrganizing social events

The Social Calendar

50%

Brand Evaluation

Informing buying decisions of yourself and others

38%


And what has information from brands made social media users do?

Attend an event

Enter a contest

Go to a store

Share with friends

Make a purchase

Go to the company's website

Click "like"

11%

18%

22%

25%

32%

35%

46%

14%

29%

28%

30%

30%

43%

50%

16%

40%

36%

36%

37%

43%

61%

United StatesUnited KingdomGermany

Q: In the last 3 months, has information you have received from companies through social media led you to do any of the following?


The ways social media users are influential with others

Latest news related to important events

Shaping opinions on issues you are passionate about

Planning social events

Buying decisions

Establishing trends

% 10% 20% 30% 40% 50% 60% 70%

58%

54%

47%

41%

30%

Q: In what ways do you influence others through social media?

Powered by deeper knowledge of young generations

BUZZFLUENCETM

Buzzfluencers (users with high reach, influence and frequency) have a disproportionate impact on your success in social media

Finding these people is the first step in increasing effectiveness

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High BuzzfluencersTM use more of all websites and platforms

Search Engines (e.g. Google)

Facebook

Instant Messaging

Twitter

News aggregation sites (e.g. Reddit, Digg, etc.)

Customer review sites (e.g. Yelp)

Online dating sites (e.g. OKCupid)

0% 20% 40% 60% 80% 100%

Low Buzz-fluence(n = 377)

High Buzz-fluence(n = 152)

Q: How often do you use the following...? (Top 3)


And what has information from brands made social media users do?

Q: In the last 3 months, has information you have received from companies through social media led you to do any of the following?

Low Buzzfluence (n=377) High Buzzfluence (n=152)0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

Brand EvaluationInfotainmentSocial Calendar


4. Buzzfluencers:

Who are the most influential users,what they do and how they tick

+ First we find Buzzfluencers™, who drive your success onsocial media

+ Then we motivate Buzzfluencers™ to share your content

Possible next steps

+ Qualitative research+ Buzzfluencer™ engagement+ Buzzfluencer™ strategy co-creation


Decoding Digital Connections

Social Media Week PanelSeptember 24, 2012

byRobert [email protected]

Simon [email protected]

How youth connect on social media?

Education

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