Tom Smith - IAB Social Media Summit September 28 th 2010

Tom Smith - IAB Social Media Summit September 28th 2010

European Social Media – the last 12 months

Today we will explore.....

The Future

The Last 12 Months

Attitudes towards brands

New level of understanding on the changing web

“Global research on social media, web behaviour, online marketing communications”

Global perspective: 50K web users. 140K next year

USA

Canada

Mexico

Brazil

Spain

UK

Netherlands

France

China

India

Japan

South Korea

Australia

Malaysia

Indonesia

South Africa

Italy

Germany

Russia

Turkey

Poland

Argentina

Launch markets

Road mapped for Waves 4-5

Sweden

Singapore Philippines

Hong Kong

Tracking the last 12 months

January 2010July 2009 September 2010

The last 12 months

Social Media is maturing

Source: Global Web Index, Wave 3, September 2010

Social Behaviour online: Last month involvement. Europe Data

Becoming middle aged



+2%+5%

+6%

+8%+5%

In all forms of content creation and sharing



But far from uniform in Europe


Social Behaviour online: Last month involvement

Facebook driving standardisation


But a few markets resist....!

France Germany Netherlands Poland Russia Spain UK

81%

60%

48%

69%

37%

89%96%

30%

26%

82%

50%

78%

37%

18%


• Social Media is mature and mainstream– Massive growth of the past 5 years is slowing as social media is a core

part of our activity

• Micro-blogging will never be mainstream – what happens to the real time web?

• Becoming more mass

• Still major local variations in behaviour

• Aggregating into single platforms across the region

Social in 2010

Attitudes Towards Brands

Sources of trust 4 or 5 on a scale from 1 to 5. Europe only, Wave 3 only.

Result is that we trust strangers

Source: Global Web Index, Wave 3, January 2010

Wave 1-3 change. Europe Data

A Social Network Contact

Blogger

+7% +2%

Micro blog

Contact

+3%

Changing our influencers

Newspaper

0%

Television

-2%


Move away from passive comms: Web users embrace conversation + interaction


Which online marketing methods make you think better about the brand: a brand you like

But each product is different


Which online marketing methods make you think better about the brand: by category

• Increasingly consumers drive purchase • Consumers want to go beyond the passive

advertising• Huge opportunity for brands• Threat for advertising?

Branding in social

Where next?

Have we reached the peak?


Open Web

Mobile

Apps

E-books

TV

Gaming

Shift in this direction: Consumer more the distributor

Browser Based Packaged Web

Behaviour moving into platforms

Inside a Social

Network+14%

Dedicated IM

-4%

UK: Behaviour Last Month


Already major points of access

37%

4%

10%

25%

2%

Mobile Internet

Applications

Games Consoles

Internet TV

E-books

Pen

etra

tion

UK: Last month Access Points


Browsed the internet in the past month from mobile phone

Mobile: shows the growth


Creator Consumer

Key trends: New opportunity for brands

Distributor

Unlimited Inventory

Advertising Scarcity

Optimisation Approach Brand Context

• Brands moving into packaged web environments

• Move away from optimisation and click through to selling context and scarcity – back to a traditional media model?

• Future a mix of advertising, content, applications and social PR

• Consumer the distributor not the creator

Future of Advertising

Thank you......!

Globalwebindex.net

@globalwebindex

[email protected]

Tom Smith - IAB Social Media Summit September 28 th 2010

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