Wave 5, the socialisation of brands
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Transcript of Wave 5, the socialisation of brands
1The Socialisation of Brands
The Socialisation of BrandsSocial media tracker - 2010
2The Socialisation of Brands
Contents
• Executive summary
• Introduction
• The continuing Wave story
• Methodology
• The social challenge for brands
• The new social landscape: means and motives
• The gravitational pull of social networks
• The rise of microblogging
• The future face of social media
• The Socialisation of Brands
• The impact: summary
3The Socialisation of Brands
Executive Summary
Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer
adequate.
A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding
of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people that
are connecting in the social media space.
There is huge demand for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty,
endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key
to creating a successful social media experience.
4The Socialisation of Brands
Introduction
5The Socialisation of Brands
Hello
Welcome to Wave:
The largest and longest running
dedicated social media study in
the world.
10%
growth
in the number
of social
network
managers
1.5 billion visits
to social networksper day
30%accessing
social media via mobile
47%joining brand communities
6The Socialisation of Brands
15 countries 7,500 respondents
21 markets 10,000 respondents
29 countries 17,000 respondents
38 countries23,200 respondents
54 countries 37,600 respondents
The continuing Wave story
7The Socialisation of Brands
The expanding Wave universe
Wave 1
AustraliaBrazilChina
FranceGermany
ItalyIndia
JapanKorea
MexicoPhilippines
RussiaSpain
UKUS
54countries
Wave 2
AustraliaBrazilChina
FranceGermany
GreeceIndiaItaly
JapanKorea
MalaysiaMexico
PakistanPhilippines
RussiaSingapore
SpainTaiwan
ThailandUKUS
Wave 3
AustraliaAustria
BrazilCanada
ChinaCzech Republic
DenmarkFrance
GermanyGreece
Hong KongHungary
IndiaItaly
JapanKorea
MexicoNetherlands
PakistanPhilippines
PolandRomania
RussiaSpain
SwitzerlandTaiwanTurkey
UKUS
Wave 4
AustraliaAustria
BelgiumBrazil
CanadaChina
ColombiaCzech Republic
DenmarkEcuadorFinlandFrance
GermanyHong Kong
HungaryIndiaItaly
JapanKoreaLatvia
LithuaniaMalaysia
MexicoNetherlands
NorwayPeru
PhilippinesPoland
PortugalRomania
RussiaSingapore
South AfricaSpain
SwedenTurkey
UKUS
Wave 5
Algeria Argentina Australia
AustriaBahrainBelgium
BrazilCanada
ChileChina
ColombiaCzech Republic
DenmarkEcuador
EgyptEstoniaFrance
GermanyHong Kong
HungaryIndiaItaly
Ireland (ROI)JapanKorea
KSAKuwaitLatvia
Lebanon LithuaniaMalaysia
Mexico Netherlands Norway
OmanPhilippines Poland
PortugalQatar
RomaniaRussiaSerbia
SingaporeSlovakia
South Africa Spain
SwedenTaiwan
ThailandTunisiaTurkey
UAEUKUS
37,600
respondents
8The Socialisation of Brands
Wave 1
Sep 06
Wave 2
June 07
Wave 3
March 08
Wave 4
March 09
Wave 5 July
2010
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Read blogs / weblogs
Start my own blog/ weblog
Leave a comment on a blog site
Upload my photos to a photo sharing site
Upload a video clip to a video sharing site
Watch video clips online
% E
ver
Done
Q: “Thinking about the internet, which of the following have you ever done?”
Methodology
• Wave has retained the same methodology from Wave 1 to Wave 5, enabling comparison across Waves
• All research is conducted on UM’s in-house research system, Intuition
• We have surveyed 37,600 16-54 Active Internet Users in 54 countries
• All surveys are self-completed and the data collected is purely quantitative
Why the Active Internet User?
• Active internet users are those that use the internet every day or every other day
• Social media is driven by active internet users
• They drive adoption of platforms and tools and they will determine which tools and platforms become dominant
9The Socialisation of Brands
The social challenge for brands
Understand how and, more
importantly, why people use
social media
Map the social landscape of the category
you are operating in and where your
consumer fits in that landscape
Identify the social needs
of the consumer
Identify the platforms
that best meet those needs
The Socialisation of Brands roadmap
11The Socialisation of Brands
The new social landscape
Means and motives
12The Socialisation of Brands
Be creativeChange opinions
Earn respect
Explore the world around me
Express yourself
Feel like you belong
Hang out or waste time
Have Fun/be entertained
Keep up to date
Learn something newMake contacts for work
Make money
Manage my life better
Meet new people
Promote yourself
Seek other people's opinions
Share knowledge
Share new experiences
Stay in touch with friends
0
10
20
30
40
50
Instant Messenger Message Boards Blogs Video Sites
Q: “Which of the following do a good job when you want to...”
Understanding means and motives
13The Socialisation of Brands
Be creativeChange opinions
Earn respect
Explore the world around me
Express yourself
Feel like you belong
Hang out or waste time
Have Fun/be entertained
Keep up to date
Learn something newMake contacts for work
Make money
Manage my life better
Meet new people
Promote yourself
Seek other people's opinions
Share knowledge
Share new experiences
Stay in touch with friends
0
10
20
30
40
50
Instant Messenger Message Boards Blogs Video Sites Social Networks
Q: “Which of the following do a good job when you want to...”
Multi-faceted social networks
14The Socialisation of Brands
The gravitational pull of social networks
What is a social
network? A site designed to allow
users to meet, communicate, share
content and build
communities.
15The Socialisation of Brands
Growing fast
Wave 1 Sep 06
Wave 2 June 07
Wave 3 March
08
Wave 4 March
09
Wave 5 July
2010
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Create a profile on a social network
Manage a profile on a social network
Visit a friend's social network page
% E
ver
Do
ne
Q: “Thinking about the internet, which of the following have you ever done?”
16The Socialisation of Brands
Global
0%10%20%30%40%50%60%70%
45.1%51.4%
61.4%And this is a truly globalmovement
USA
33.1%48.3%
58.1%
China
47.4% 51.4%
68.4%
Russia
64.8% 66.1%79.8%
UK
53.4% 55.5% 58.6%
Brazil
63.6%53.9%
74.5%
India
51.4%62.8%
72.5%
Italy
24.0%34.4%
53.9%
Germany
27.2%36.6%
61.4%
Spain
29.9%
46.2%61.4%
France
26.3%
43.4%53.2%
Wave 3 Wave 4 Wave 5
Q: “Thinking about using the internet, which of the following have you done in the last 6 months?” - Manage a profile on an existing social network
17The Socialisation of Brands
A pull of people...
Wave 3 2008 Wave 4 2009 Wave 5 20100
10
20
30
40
50
60
Face to face
Phone
Text message
Instant Messenger
Social Network
My personal blog
Forum/message boards
Ave
rag
e n
um
ber
of
peop
le
Q: “Approximately how many people do you stay in contact with in your personal life through the following means?”
18The Socialisation of Brands
...and activity
Wave 3 2008 Wave 4 2009 Wave 5 20100%
10%
20%
30%
40%
50%
60%
70%
80%
Message friends
Find old friends
Find new friends
Dating
Update my profile
Q: “Which of the following have you done with your social networking profile, amongst those who have used a social network in the last 6 months”
19The Socialisation of Brands
Global
0
10
20
30
40
50
60
29.7
38.8
52.0 This is community growth on aphenomenal scale
USA
16.7
31.2
53.0
China
31.8 39.5
50.0
Russia
15.6
36.3
47.0
UK
30.7 40.6
57.0
Brazil
50.5 57.5
74.0
India
43.2
57.9 58.0
Italy
17.6
34.6
66.0
Germany
14.1
25.2
41.0
Spain
16.5
34.7
47.0
France
11.7
23.8
40.0
Wave 3 Wave 4 Wave 5
Q: “Approximately how many people do you stay in contact with through the following means?” Social Network (average)
20The Socialisation of Brands
Content sharing still continues
Wave 3 2008 Wave 4 2009 Wave 5 20100%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Upload my photos to a photo sharing website
Visit a photo sharing website
Upload video clip to video sharing website
Watch video clips on-line
Q: “Thinking about using the internet, which of the following have you done in the last 6 months?”
21The Socialisation of Brands
But is starting to migrate
Wave 3 2008 Wave 4 2009 Wave 5 20100%
10%
20%
30%
40%
50%
60%
70%
Upload photos
Upload videos
Q: “Which of the following have you done with your social networking profile?” - Amongst those who have used a social network in the last 6 months
22The Socialisation of Brands
Blogs & forums move away from personal topics
Wave 3 2008 Wave 4 2009 Wave 5 20100%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Personal Blogs (diary sites)
Family/friend Blogs
Write a blog on my social network
Q: “When you read blogs, which of the following types of blogs do you read most often?”- Amongst those who have read a blog in the last 6 months, “Which of the following have you done with your social networking profile?” - Amongst those who have used a social network in the last 6 months
What is a blog?
A blog is a website that is
created by a user in order
to update others with
regular commentaries,
opinions or share content.
23The Socialisation of Brands
And specialise
Wave 3 2008 Wave 4 2009 Wave 5 201010%
15%
20%
25%
30%
35%
40%
News/Current Affairs
Product recommendations
Music
Technology
Business (general news & opinion)
Business news- relevant to my current job
A company/brand blog
Science
Sport
Film/TV
Gaming
Travel (holidays, destinations)
Celebrities
Q: “When you read blogs, which of the following types of blogs do you read most often?” - Amongst those who have read a blog in the last 6 months
24The Socialisation of Brands
India
62.2% 63.1% 63.3%
Germany
35.2% 36.3%29.6%
Spain
63.6%55.9% 60.3%
Global
0%
20%
40%
60%
80%
100%
55.3% 60.6% 64.5%Blogging
USA
45.6% 50.2% 46.7%
China
74.9% 75.7%68.4%
Russia
59.3% 54.6%63.4%
UK
50.7%41.3% 40.8%
Brazil
74.5%
40.9%
72.4%
Italy
61.9%51.0% 51.5%
France
45.6% 50.2% 46.7%
Wave 3 Wave 4 Wave 5
Q: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogs
Declining or stabilising in Western countries, but growing in others
25The Socialisation of Brands
The rise of microblogging
Q: “Thinking about using the internet have you used a microblogging service like Twitter or Jaiku in the last 6 months?”
Wave 4 2009 Wave 5 20100%
5%
10%
15%
20%
25%
30%
35%
40%
What is a microblog?A blog on which updates
are restricted in length
(usually to 140 characters or less)
26The Socialisation of Brands
The rise of microblogging
Q: Age and gender profile of people who have used a microblogging service in the last 6 months
16-24; 41%
25-34; 32%
34-44; 19%
45-54; 8%
Wave 42009
34.6%
65.4%
16-24; 39%
25-34; 33%
34-44; 20%
45-54; 8%
Wave 52010
42.6%
57.4%
27The Socialisation of Brands
The future face
of social media
28The Socialisation of Brands
The new engine of social media
29The Socialisation of Brands
Smartphone ownership drives mobile internet use
GLOBAL China Russia UK US India Italy Germany France Spain Brazil0%
10%
20%
30%
40%
50%
60%
Mobile device Smartphone owners
Q: % of people who access the internet via a mobile device and the % of smartphone owners who access the internet via a mobile device
30The Socialisation of Brands
And the use of social media
Use Instant Messenger
Watch video clips online (e.g youtube.com)
Read blogs / weblogs
Visit a friend's social network page
Visited an official company / brand websites
Visit a photo sharing website (e.g flickr.com)
Visit a message board / forum
Upload my photos to a photo sharing website
Shared a music file / mp3 with a friend
Started a topic on a message board/ forum
Post / write stories for my own blog / weblog
Manage a profile on an existing social network
Leave a comment on a blog site
Share a video clip with a friend
Used micro blogging service like Twitter/Jaiku
Joined an online community around a brand/prod
Upload a video clip to a video sharing website
Create a video to upload online
Joined a professional social networking site
Created an online community around brand/prod
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Smartphone owners Mobile device
Q: “Thinking about using the internet on your mobile device, which of the following have you done in the last 6 months?” - Amongst all who have accessed the internet via a mobile device and smartphone owners
31The Socialisation of Brands
A connected generation
32The Socialisation of Brands
The Socialisation
of Brands
33The Socialisation of Brands
Understanding means and motive is everything
• Social media is an incredibly dynamic environment
• A deeper knowledge of consumer needs and motivations is the key to unlocking our understanding of social media
• Understanding these motivations explains much of what is happening
• Why people engage in social media is an important starting point but there is still a missing piece of the puzzle
• Do consumers want a relationship with brands?
• What kind of social experience are people looking for with brands?
34The Socialisation of Brands
Are people moving away from traditional brand spaces online?
Wave 3 2008 Wave 4 2009 Wave 5 201070%
72%
74%
76%
78%
80%
82%
84%
86%
Q: “Thinking about using the internet, have you visited an official brand/company website in the last 6 months?”
35The Socialisation of Brands
There is certainly a move towards engaging brands in social spaces
Affiliate with or become a fan of a
brand
Join a group0%
10%
20%
30%
40%
50% Wave 4 2009Wave 5 2010
Q: “Which of the following have you done with your social networking profile?” -Amongst those who have used a social network in the last 6 months”
36The Socialisation of Brands
Large numbers are already joining brand communities
0%
50%
100%
Q: “Have you ever joined a brand community online?”
37The Socialisation of Brands
Q: Amongst those who show an interest in an category, how many want an interaction with companies in that category (i.e. At least one or more interaction). These included a range of interactions from getting access to advance news of products to being able to access decision makers and influence product development
Health75%
Movies74%
Music73% Travel
71%
Telecomms71%
Software71%
Food70% Finance
67%
Cars63%
Is this true for all categories?
38The Socialisation of Brands
So why are people joining brand communities?
To support a cause I like
To share my appreciation with others
To associate with something I think is cool
To learn more about it
To feel part of a like-minded communityTo get free content
To fill time/have fun
Because it was recommended to me
To get advance news of products
0%
20%
40%
60%
80%
100%
LatAm Middle East & Africa Asia & Oceania North America Europe
Q: Agreement with the descriptions of why they joined a brand community amongst those have ever joined a brand community online by region.
To
support
a cause
To sharemy appreciation
with others
To learn
more about it
To get free
content
39The Socialisation of Brands
Q: “As a result of joining a brand community, please indicate how much you agree with the following statements?”
“I thought more positively of the brand”
“I am more likely to buy the brand”
“I felt more loyal towards the brand”
“I recommended others to join”
What is the benefit to brands?
72% 71% 66% 63%
40The Socialisation of Brands
Which type of brand communities create the most positive brand benefit?
To feel part of a like-minded community
To associate with something I think is cool
To share my appreciation with others
Because it was recommended to me
To support a cause I likeTo fill time/have fun
To learn more about it
To get advance news of products
To get free content
0%
20%
40%
60%
80%
Q: % reason why people, who thought more positively about the brand after joining, joined a brand community
“I thought more positively of the brand”
72%
41The Socialisation of Brands
Understand how and, more
importantly, why people use
social media
Map the social landscape of the category
you are operating in and where your
consumer fits in that landscape
Identify the social needs
of the consumer
Identify the platforms
that best meet those needs
The Socialisation of Brands roadmap
42The Socialisation of Brands
MoviesMusic
Health & well beingFood
Computer SoftwareMobile phones and services
TravelHome technology
Household productsPersonal finance
Computer HardwareEnergy & environment
FashionPortable technology
CarsSport
Console/P.C. GamingCosmetics
Luxury goodsNon-alcoholic drinks
Wines, spirits & alcohol
I create content and collaborate with people and companies in this categoryI share opinions, content and information in this categoryI often seek information in this category to keep up to dateI sometimes seek information in this category when I need it
Q: “Thinking about how you seek and share information regarding different products and services, which of the following statements best describe how you seek and share information in each of the following categories?” Numbers of consumers (in 000’s). Note: consumers can be active in more than one segment within a category.
The social landscape of categories
43The Socialisation of Brands
Different categories, different needs
Access to fun and entertaining content
Access to breaking news
An opportunity to learn something new
Access to unique events or competitions
Communicate & share experiences with othersA personal response to my issues/complaints
An opportunity to develop my skills
Tools help express creativity & make something worth sharing
Contact employee decision makers & influence product development
0%
10%
20%
30%
40%
50%
Movies Health & well being
Q: “Thinking about companies in the following categories, which of following statements describes the kind of interaction you would like to have with these companies?” amongst those who show an interest in the category.
44The Socialisation of Brands
Different audiences, different needs
An opportunity to learn something new
An opportunity to develop my skills
Access to breaking news
Free coupons/money off vouchers
Access to fun and entertaining content
Communicate & share experiences with other customers
A personal response to my issues/ complaints
Tools help express creativity & make something worth sharing
Contact employee decision maker & influence prod development
Access to unique events or competitions
0%
20%
40%
60%
80%
100%
I create content and collaborate with people and companies in this categoryI often/sometimes seek informa-tion in this category to keep up to date
Q: “Thinking about companies in the computer software category, which of following statements describes the kind of interaction you would like to have with these companies?” amongst those who create content or seek information in the category.
45The Socialisation of Brands
Mapping needs to platform
46The Socialisation of Brands
The impact
47The Socialisation of Brands
The impact
Social media is an incredibly dynamic environment.
Terms like “friend” and “influencer” are no longer adequate to describe the array of social activity and
interaction that is occurring amongst the vast communities now being built online.
A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people that
are connecting in the social media space. There is huge demand for a more social and interactive
relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty,
endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key
to creating a successful social media experience.
48The Socialisation of Brands
What does this mean for your business?Wave 5 – The Socialisation of Brands is an in-depth study and there are many other aspects that we
are unable to cover in this report.
If you want to know how to operate in the new social media landscape and what this means for your
business please contact:-
ExampleGlen ParkerResearch Director – [email protected]
49The Socialisation of Brands
About this report
Wave 5 - The Socialisation of Brands is part of UM’s ongoing research programme aimed at exploring
the massive changes occurring in communication technologies.
The studies have been conducted annually since 2006.
The research is conducted by the UM EMEA research team in collaboration with the UM global network of
agencies.
If you have any questions about the research or future Wave projects please contact the EMEA research
team
Glen ParkerResearch Director – [email protected]
Lindsey ThomasResearch Executive– [email protected]
50The Socialisation of Brands
Thank you