The Social Mind Research Study Highlights

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC

A Research Study By Society Of New Communications Research Senior Fellows Vanessa DiMauro – CEO of Leader Networks Peter Auditore - Principal of Asterias Research Don Bulmer – VP Of Communication Strategy Of Royal Dutch Shell

The Social Mind - Survey Results

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Highlights from The Social Mind Study (2012)

• There is a shift in information flow – traditional media is no longer an authoritative source of information

• People participate in information exchange online to help each other

• The role of the online expert is rising in importance

• The need for expert content is high among content consumers online

• People are looking to peers and experts to discover what they need to know and learn

• People are directly influenced online by the people they trust

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Focus of the study: Examination of the interrelationships created by the consumption of information across social media channels and influence flow. Sample composition: The survey was administered online to 390 participants



3%

19%

31%

39%

41%

66%

78%

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

Enjoy interacting using social games

Persuade others adopt my POV, buy product/service

I am a passive participant & prefer to observe others dialog

I want to be seen as someone knowledgeable

To belong to an active community of friends & family

To participate in a professional community of colleagues & peers

To help others by sharing information, ideas & experiences

People Participate Online To Help Others & Be Part of a Community

Question: Why do you participate in groups and

communities online? Select the top three responses



8% 1% 3% 4% 7% 9% 11%

17% 18%

40% 41% 41%

45% 48%

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

Other

Product, service or innovation site

Accessing others social bookmarks

Q & A sites

Viewing online photos

Listening to Podcasts

Reading content on customizable social media apps

Watching videos

Information from community ranking & rating sites

Direct email message to me

Information exchanged in online groups or forums

Reading Microblog streams (Twitter)

Reading blogs

Visiting websites

Online Networks Are Disrupting Traditional Channels

Question: What online information sources are the most

meaningful to you? Select the top three responses



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Relationships Dictate The Chosen Online Channel For Connecting

Question: Among those who you share information with online, what channels do you most frequently

use? [select one per type of person]

Direct email

Instant/ Text

Message

Send a Web

Page via email

Micro-blogging

Social Net-

working

Social Book-

marking

Online Photo Sharin

g

Video Messag

-ing

Friends (n=332)

22% 12% 5% 5% 55% 1% 0% 0%

Family (n=284)

39% 19% 4% 1% 30% 0% 2% 5%

Professional Networks (n=331)

31% 2% 11% 28% 25% 2% 0% 2%

Experts (n=212)

19% 1% 5% 45% 26% 4% 0% 0%

Other (n=48)

15% 0% 6% 25% 50% 2% 0% 2%



Yes, 94%

No, 6%

Search for Experts , 49%

Ask trusted peers, 12%

Attend conferences / webinars, 6%

Rely on news & info

sources, 19%

Rely on info shared via

online social networks,

14%

Rely on customizable social media

apps, 1%

Most Participate Online To Learn From Experts

Question: Do you use online networks to learn about topics?

Question: When learning about a topic, I most frequently…Select One

Use to Learn About Topics

Most Frequently



18%

6%

4%

5%

1%

0%

0%

43%

23%

19%

27%

9%

9%

1%

26%

42%

38%

30%

28%

17%

7%

9%

26%

35%

30%

53%

51%

41%

4%

4%

4%

8%

9%

23%

50%

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

Ideas from authoritative sources (newspapers / journals) must be true because they are unbiased

Organizations I buy / partner with are the best sources of information because they specialize

Information that has buzz reinforces the wisdom of the crowd

Information with pictures & video are more believable/ powerful than written words

Information shared by friends/colleagues & is more believable, likely to be true

I need to hear details of a story to understand what is happening

I seek expert opinion that is researched & well-documented

Strongly Disagree Disagree Neither Agree Strongly Agree

Online Learners Trust Traditional Media Less, Look To Validate Information Independently

Question: Which of the following statements do you feel most applies

when looking for information about a topic of interest?



Context Matters With Online Sharing: People Pass On Information They Believe In

28%

41%

43%

44%

52%

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

I mainly share content that I relate to on an emotional level.

I mainly share content that provokes thought or challenges status quo.

I mainly share content that I understand intellectually

I select information to share based on what I think individuals in network want to hear

The content I share reinforces my personal / professional knowledge and beliefs.

When are you most likely to share or forward information with others online?



23%

43%

48%

61%

62%

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

I prefer online information to be audio and/or visual over text-based

I prefer short content snippets over longer articles or information sources

I prefer longer, thought leadership content that explores content in depth

I prefer curated content sources links and bookmarks on a topic so I can choose what to explore

I prefer online information that uses graphics and easy to understand

Online Information That Is Well Organized Or Curated Is Preferred

Question: What kind of online information do you

prefer? Select up to three



3 Take-ways That Have a Big Impact on Business

1. Influence is earned.

– Online can extend it but does not create it (typically).

– Invest in thought leadership ,not in buying fans!

2. Content is the new currency of influence.

– Turn the marketing megaphone around!

– Focus on creating content of value for your audience and engage around it

3. Social Media makes influencers accessible.

– Enable your orgs thought leaders to respond /engage online

– Be finable and approachable virtually

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Demographics

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Employed for wages, 65%

Self-employed, 28%

Out of work and looking, 3%

Student, 4% Retired, 1%

Employment

Male, 46% Female, 54%

Gender

– Slightly over half of respondents were female

– Two thirds are employed for wages and close to three in ten are self-employed

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Gender and Employment

n = 362



– Close to a quarter of respondents identified their profession as Marketing. Another

quarter indicated that it was “other” than those listed

– About a third indicated that their organization’s primary type of business is “business services” and another one in ten identified “computer products”

25%

0%

0%

2%

2%

3%

3%

3%

3%

5%

6%

7%

8%

10%

22%

0% 20% 40% 60%

Other

Finance department

Customer Service

Product development

Community department

Sales

Human Resources

Knowledge Management

Student

Market research

Multiple departments

IT

Corporate communications

Public relations

Marketing

Question: Which is your profession?

Question: Please indicate your organization’s primary type of business.

Profession and Type of Business

n = 362

Type of Business Profession

10%

0%

0%

1%

1%

2%

2%

2%

2%

3%

3%

3%

3%

3%

5%

8%

9%

10%

32%

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

Other Transportation

Utilities Resources

Hospitality Entertainment

Manufacturing/Production Technical Services

Telecommunications Financial Services

Government Healthcare

Market Research Retail or Wholesale Distribution (other …

Printing/Publishing Nonprofit Education

Computer Products Business Services



– Just over two thirds of respondents are from the US

– Canada, the UK, and Australia were the next most common countries of residence

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Country

Question: In which country do you reside? n = 354

United States, 68% Canada, 6%

United Kingdom, 5%

Australia, 3%

Other, 18%



16 to 19, 1%

20 to 24, 7%

25 to 34, 19%

35 to 44, 25% 45 to 54, 24%

55 to 64, 20%

65 or over, 4%

High School Degree, 7%

Associate Degree, 4%

Bachelor's Degree, 42%

Master's or Professional Degree, 39%

Doctorate, 8%

Education Age

– Respondents represented a wide age range

– More than four in ten have a terminal Bachelor’s degree and another four in ten have a Master’s or Professional degree

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Age and Education

n = 362 Question: What is your current age?

Question: What is the highest level of education that you have attained?



– Respondents represented a variety of income levels

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Household Income

Question: What is your total household income? n = 336

< $50,000, 21%

$50k to $99k, 28% $100k to $149k,

23%

$150k or more, 29%



More Information

9/20/2012 17

Purchase The Social Mind study report on Amazon.com

Ask the Authors

Vanessa DiMauro, Leader Networks

Peter Auditore - Principal of Asterias Research

Don Bulmer – VP Of Communication Strategy Of Royal Dutch Shell

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study of the latest developments in new media and communications, and their effect on

traditional media and business models, communications, culture and society.

SNCR is dedicated to creating a bridge between the academic and theoretical pursuit of

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