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Wave 5 The Socialisation of Brands
- 1. 1The Socialisation ofBrands The Socialisation of Brands Social media tracker - 2010
- 2. 2The Socialisation ofBrands 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
- 3. 3The Socialisation ofBrands 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.
- 4. 4The Socialisation ofBrands Introduction
- 5. 5The Socialisation ofBrands Hello Welcome to Wave: The largest and longest running dedicated social media study in the world.
- 6. 6The Socialisation ofBrands 15 countries 7,500 respondents 21 markets 10,000 respondents 29 countries 17,000 respondents 38 countries 23,200 respondents 54 countries 37,600 respondents The continuing Wave story
- 7. 7The Socialisation ofBrands The expanding Wave universe Wave 1 Australia Brazil China France Germany Italy India Japan Korea Mexico Philippines Russia Spain UK US 54 countries Wave 2 Australia Brazil China France Germany Greece India Italy Japan Korea Malaysia Mexico Pakistan Philippines Russia Singapore Spain Taiwan Thailand UK US Wave 3 Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Korea Mexico Netherlands Pakistan Philippines Poland Romania Russia Spain Switzerland Taiwan Turkey UK US Wave 4 Australia Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Korea Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa Spain Sweden Turkey UK US Wave 5 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Italy Ireland (ROI) Japan Korea KSA Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Serbia Singapore Slovakia South Africa Spain Sweden Taiwan Thailand Tunisia Turkey UAE UK US 37,600 respondents
- 8. 8The Socialisation ofBrands 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08 Wave 4 March 09 Wave 5 July 2010 %EverDone 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 Create a profile on a social network Manage a profile on a social network Visit a friend's social network page 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
- 9. 9The Socialisation ofBrands The social challenge for brands
- 10. 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
- 11. 11The Socialisation ofBrands The new social landscape Means and motives
- 12. 12The Socialisation ofBrands 0 10 20 30 40 50 Be creative Change 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 Instant Messenger Message Boards Blogs Video Sites Q: “Which of the following do a good job when you want to...” Understanding means and motives
- 13. 13The Socialisation ofBrands 0 10 20 30 40 50 Be creative Change 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 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
- 14. 14The Socialisation ofBrands The gravitational pull of social networks
- 15. 15The Socialisation ofBrands Growing fast 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08 Wave 4 March 09 Wave 5 July 2010 %EverDone Create a profile on a social network Manage a profile on a social network Visit a friend's social network page Q: “Thinking about the internet, which of the following have you ever done?”
- 16. 16The Socialisation ofBrands 45.1% 51.4% 61.4% 0% 20% 40% 60% 80% Global And this is a truly global movement 33.1% 48.3% 58.1% USA 47.4% 51.4% 68.4% China 64.8% 66.1% 79.8% Russia 53.4% 55.5% 58.6% UK 63.6% 53.9% 74.5% Brazil 51.4% 62.8% 72.5% India 24.0% 34.4% 53.9% Italy 27.2% 36.6% 61.4% Germany 29.9% 46.2% 61.4% Spain 26.3% 43.4% 53.2% France 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
- 17. 17The Socialisation ofBrands A pull of people... 0 10 20 30 40 50 60 Wave 3 2008 Wave 4 2009 Wave 5 2010 Averagenumberofpeople Face to face Phone Text message Email Instant Messenger Social Network My personal blog Forum/message boards Q: “Approximately how many people do you stay in contact with in your personal life through the following means?”
- 18. 18The Socialisation ofBrands ...and activity 0% 10% 20% 30% 40% 50% 60% 70% 80% Wave 3 2008 Wave 4 2009 Wave 5 2010 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”
- 19. 19The Socialisation ofBrands 29.7% 38.8% 52.0% 0% 20% 40% 60% Global This is community growth on a phenomenal scale 16.7% 31.2% 58.1% USA 31.8% 39.5% 50.0% China 15.6% 36.3% 47.0% Russia 30.7% 40.6% 57.0% UK 50.5% 57.5% 74.5% Brazil 43.2% 57.9% 58.0% India 17.6% 34.6% 53.9% Italy 14.1% 25.2% 37.8% Germany 16.5% 34.7% 55.5% Spain 11.7% 23.8% 40.0% France 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
- 20. 20The Socialisation ofBrands Content sharing still continues 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wave 3 2008 Wave 4 2009 Wave 5 2010 Upload my photos to a photo sharing website Visit a photo sharing website Upload video clip to video sharing website Watch video clips online Q: “Thinking about using the internet, which of the following have you done in the last 6 months?”
- 21. 21The Socialisation ofBrands But is starting to migrate 0% 10% 20% 30% 40% 50% 60% 70% Wave 3 2008 Wave 4 2009 Wave 5 2010 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
- 22. 22The Socialisation ofBrands Blogs & forums move away from personal topics 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Wave 3 2008 Wave 4 2009 Wave 5 2010 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
- 23. 23The Socialisation ofBrands And specialise 10% 15% 20% 25% 30% 35% 40% Wave 3 2008 Wave 4 2009 Wave 5 2010 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
- 24. 24The Socialisation ofBrands 62.2% 63.1% 63.3% India 35.2% 36.3% 29.6% Germany 63.6% 55.9% 60.3% Spain 55.3% 60.6% 64.5% 0% 20% 40% 60% 80% 100% Global Blogging 45.6% 50.2% 46.7% USA 74.9% 75.7% 68.4% China 59.3% 54.6% 63.4% Russia 50.7% 41.3% 40.8% UK 74.5% 40.9% 72.4% Brazil 61.9% 51.0% 51.5% Italy 45.6% 50.2% 46.7% France 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
- 25. 25The Socialisation ofBrands 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?” 0% 5% 10% 15% 20% 25% 30% 35% 40% Wave 4 2009 Wave 5 2010
- 26. 26The Socialisation ofBrands 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 4 2009 34.6% 65.4% 16-24, 39% 25-34, 33% 34-44, 20% 45-54, 8% Wave 5 2010 42.6% 57.4%
- 27. 27The Socialisation ofBrands The future face of social media
- 28. 28The Socialisation ofBrands The new engine of social media
- 29. 29The Socialisation ofBrands Smartphone ownership drives mobile internet use 0% 10% 20% 30% 40% 50% 60% GLOBAL China Russia UK US India Italy Germany France Spain Brazil 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
- 30. 30The Socialisation ofBrands And the use of social media 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 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 Mobile device Smartphone owners 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
- 31. 31The Socialisation ofBrands A connected generation
- 32. 32The Socialisation ofBrands The Socialisation of Brands
- 33. 33The Socialisation ofBrands 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?
- 34. 34The Socialisation ofBrands Are people moving away from traditional brand spaces online? 70% 72% 74% 76% 78% 80% 82% 84% 86% Wave 3 2008 Wave 4 2009 Wave 5 2010 Q: “Thinking about using the internet, have you visited an official brand/company website in the last 6 months?”
- 35. 35The Socialisation ofBrands There is certainly a move towards engaging brands in social spaces 0% 10% 20% 30% 40% 50% Affiliate with or become a fan of a brand Join a group Wave 4 2009 Wave 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”
- 36. 36The Socialisation ofBrands Large numbers are already joining brand communities 0% 50% 100% Q: “Have you ever joined a brand community online?”
- 37. 37The Socialisation ofBrands 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 Health 75% Movies 74% Music 73% Travel 71% Telecomms 71% Software 71% Food 70% Finance 67% Cars 63% Is this true for all categories?
- 38. 38The Socialisation ofBrands So why are people joining brand communities? 0% 20% 40% 60% 80% 100% 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 community To get free content To fill time/have fun Because it was recommended to me To get advance news of products 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.
- 39. 39The Socialisation ofBrands 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%
- 40. 40The Socialisation ofBrands Which type of brand communities create the most positive brand benefit? 0% 20% 40% 60% 80% 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 like To fill time/have fun To learn more about it To get advance news of products To get free content 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%
- 41. 41The Socialisation ofBrands 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
- 42. 42The Socialisation ofBrands Movies Music Health & well being Food Computer Software Mobile phones and services Travel Home technology Household products Personal finance Computer Hardware Energy & environment Fashion Portable technology Cars Sport Console/P.C. Gaming Cosmetics Luxury goods Non-alcoholic drinks Wines, spirits & alcohol I create content and collaborate with people and companies in this category I share opinions, content and information in this category I often seek information in this category to keep up to date I 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
- 43. 43The Socialisation ofBrands Different categories, different needs 0% 10% 20% 30% 40% 50% 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 others A 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 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.
- 44. 44The Socialisation ofBrands Different audiences, different needs 0% 20% 40% 60% 80% 100% 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… Contact employee decision maker & influence prod… Access to unique events or competitions I create content and collaborate with people and companies in this category I often/sometimes seek information 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.
- 45. 45The Socialisation ofBrands Mapping needs to platform
- 46. 46The Socialisation ofBrands The impact
- 47. 47The Socialisation ofBrands 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.
- 48. 48The Socialisation ofBrands 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:- Example Glen Parker Research Director – EMEA [email protected]
- 49. 49The Socialisation ofBrands 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 Parker Research Director – EMEA [email protected] Lindsey Thomas Research Executive– EMEA [email protected]
- 50. 50The Socialisation ofBrands Thank you
Editor's Notes
- #7 Five years is a lifetime in the world of social media and over the course of our five Waves of research we have come to a deep understanding of the complex and dynamic nature of social media behaviour. Our first two Waves demonstrated that social media was enabling a large and active community to create content and share this content with others. In the process the medium moved from being a primarily text-based medium to a fully audio visual one. Our third Wave charted the democratisation of influence, how social media was driving ever greater means and opportunity for consumers to influence their peers. Influence that was becoming an integral part of many consumers decision making processes. In Wave 4 we examined the reasons behind the huge growth in social media by understanding the motivations behind the use of different social media platforms. This clearly demonstrated that you cannot treat all social media the same, consumers engage with a platform because it meet’s specific consumer needs and all platforms meet these needs differently. What the Wave project has shown us is that far from being hype, social media is a an explosively dynamic phenomenon that is changing the way we interact and that this is having a fundamental effect on our thoughts, feelings, attitudes and behaviour. However, with a few exceptions, brands and companies are still not social. They are struggling to find a way to intelligently, sensitively and effectively engage with consumers in this space. Therefore, with our fifth instalment of Wave, Wave 5 – The Socialisation Of Brands, we have brought together all our understanding of usage, behaviour , influence and motivation, done this across more than 50 countries and added the missing piece of the puzzle. The data, insight and analysis that will help brands create successful social media programmes.
- #8 Therefore, with our fifth instalment of Wave, Wave 5 – The Socialisation Of Brands, we have brought together all our understanding of usage, behaviour , influence and motivation, done this across more than 50 countries and added the missing piece of the puzzle. The data, insight and analysis that will help brands create successful social media programmes.
- #9 Who are the active internet universe and why do they matter? Active internet users are those people who use the internet every day or every other day Social media is driven by active internet users, if you don’t use the internet regularly you are unlikely to sign up for tools such as blogging or set up a social network profile. Active internet users drive adoption of platforms and tools and they will determine which tools and platforms become dominant in the social media space. They are the best proxy for the future, over time all internet users will increase their usage. Eventually everyone will become an active internet user, just as consumers made the transition from occasional to regular TV watching in the 1950s and 1960s.
- #10 The web is changing. It’s no longer just a place for information seeking and shopping but a platform where connections are made, friendships formed and information and opinion exchanged. The new social web makes different demands on both consumers and advertisers. Consumers are not merely finding, they are contributing; writing, uploading pictures, videos, creating regular status updates and livestreaming their every day happenings. Social networks have become more embedded in our everyday lives , whether it’s Facebook, Orkut or LinkedIn, we now contact more people in our personal life through our social networks (our research shows that on average we stay in contact socially with 52 people via these networks) than we do through any other means including face to face contact, email and phone. It’s essential for brands to understand why and where different groups of consumers participate in this new world. It’s not merely a question of identifying the best places to target – the classic media planning/buying approach – but truly knowing what motivates them to be part of it. Understand that and brands can create campaigns, messages and communities that consumers want to be part of, spreading the message far and wide much more effectively than simply buying banners and buttons in these spaces. When we started tracking the growth of social media with our Wave study in 2006, these platforms were merely a seed of what they have since become. Fast forward to 2010 and Facebook is no longer the new, new thing but a legitimate rival to Google for ownership and domination of the digital space. What we have discovered in every iteration of our research is that social media participation among active internet continues to vary widely, in some countries blogging is or was top of the tree, in others it is or was uploading video, for example. In all markets the use of social networks has been rising steadily – and in some cases very rapidly indeed. Similarly this latest research project finds that the motivations for blogging, joining a social network, uploading a video or a photo are not only very different at a global level but that individual countries and regions also have a different take on the value, appeal and utility of each platform. Wave 5 – The Socialisation Of Brands – and the detailed data that lies behind it – will help brands understand what they need to do to connect with consumers on the social web.
- #11 With Wave 5 we have created a roadmap that will help brands create the right social media experience. We know that people are more than willing to join social communities online and are doing so in their millions, but do they want to interact with brands in these spaces? The results from Wave 5 – The Socialisation Of Brands answer that question with an emphatic yes and this is true across a broad range of categories. The challenge then is to identify the kind of social relationship consumers want and we do this by following four steps. The combination of social demand and platform understanding will give us the clear insight to create successful social media programmes.
- #13 It is our belief at UM that brands should first concern themselves with why people engage in social media, and their motivations, before we try to understand the platforms themselves. When consumers engage socially online they do so to meet certain needs. It could be to promote themselves, to share new experiences with others or just to have fun and waste time. It is a community peopled by a broad range of users, everything from career builders and money makers to community creators and story tellers. So social media definitions such as “friend”, “fan” or “follower” cannot really describe the complex interactions and relationships that exist in this environment. Social media are often lumped together too. Sometimes the term is used synonymously with social networks but Facebook and its brethren are merely major players in a diverse eco-system. In fact the social media universe includes a wide range of different platforms ranging from IM, blogging to photo and video sharing sites. Social networks are trying to offer many of these functions in one place but the reasons why consumers use them, whether they are on a social network site or a separate platform vary widely. Therefore looking at why people engage in social media and how effectively each social media platform is able to meet these needs becomes of paramount importance. We can see that blogs, message boards and video sites (see Figure 3) deliver specific needs. Video sites are great for having fun and being entertained, message boards are great for seeking alternative opinions and changing those of other others and blogs are powerful platforms for self expression and self promotion. This is the challenge of understanding the complex eco-system of social media.
- #14 Social networks enable us to create a network of digital friends that may or may not correlate with our “real world” friends. So it’s no surprise that meeting people, staying in touch and sharing experiences are key motivations for signing up to these platforms; acquiring a sense of belonging is another reason to be part of it. What is more surprising is how effective social networks are at meeting so many other need states, ones traditionally better serviced by more specialised platforms, like blogging. They are also great for changing opinions, promoting yourself, keeping up to date and earning respect. Split the motivations by country, and once again there is a dramatic split. In China members of Renren, 51.com and Kaizen001.com are looking for fun, in France consumers are hoping to advance their careers while in Germany the search is for a community that participants can be part of. The US and the UK also stand out, driven by the need to self-promote and influence others.
- #15 It is, perhaps then, unsurprising that social networking is causing the most fundamental shift in social behaviour seen since the invention of email. They have moved from being places to meet friends and stay in contact to multi-faceted platforms capable of delivering a wide variety of social needs.
- #16 As a result we see them fast becoming a ubiquitous tool for social interaction and you’d wrong to think that this is only an activity for the young. Although penetration amongst 16-24 year olds remains highest it is in the 25-34 year old bracket that we have seen the greatest increase in usage, from 52% to nearly 70% in the last 3 years. However, in all age brackets, we are seeing a similarly spectacular rise. Currently, nearly 3 quarters of the active internet universe claim to have ever managed a profile on a social network. If the current trends continues, a social networking profile will become as fundamental part of our daily lives as our telephone number.
- #18 We are seeing a large rise in social connections via all digital means but leading the way are the social networks. They have become the largest source of social interaction, finally outstripping face to face contact in 2009. As finding friends old and new still remain the most highly participated activities it’s a trend clearly set to continue. This is community growth on an phenomenal scale (See Figure 9).
- #19 We aren’t just seeing a large rise in the number of people joining social networks. They are also using them for a broader range of activities. A ready made, audience combined with increased site functionality means that they are, for example, sharing videos, organising groups and events, sharing photos and dating (see Figure 7). In fact, in 2009 they were using them for 6.4 activities. In 2010 this has now risen to 8. Again, this trend is decidedly upwards.
- #20 DESIGN NOTES: If editing data, the character images need to be compensated for as they stretch rather than resize in the same aspect ration. To do this, right click on the image, select “Format Data Series”, then select the “Fill” tab. Under “Stretch Options”, make adjustments to “Left” and “Right” until the characters look in proportion. Keep Left and Right numbers the same.
- #21 How is the growing power of social networks affecting other social media platforms? We are certainly seeing content creation and sharing via photo sharing and video sites continuing to grow. However, we are seeing growth occur at a much slower pace than we have seen in past Wave studies (see Figure 10).
- #23 As social networks keep growing we also see them begin to dominate discussion about personal topics. People are moving away from reading and discussing personal topics on both blogs and forums. At the same time we see a corresponding rise in social networks as the key platform for personal blogs (See Figure 12).
- #24 As a result, we are seeing them become more orientated towards specialised topics. They may no longer be the platform of choice for personal expression but they are clearly seeing some success in their battle to become legitimate rivals to the traditional media outlets by building specialist credibility.
- #25 DESIGN NOTES: If you want to amend data and need to move the pencil tops to match, simply send the graph to the back (right click > Send to Back). Select the pencil top image, right click and select “Size and Position”. Click on the “Position” tab and move the vertical value up and down to move the pencil. You may need to manually enter in adjustments (eg: 2.4 is too much, 2.5 is too little, so manually enter in 2.45). Once you are happy with the position, send the pencil top images to the back so that the data labels appear on top.
- #26 Microblogging is a great example of a new form of social media that has, within an incredibly short space of time, become a mass market activity. Clearly, the fact that it doesn’t require an enormous amount time spent creating content, but still allows you to maintain a constant stream of news, updates and opinion has much appeal. But it is also its position as an undiluted way to communicate with audiences, without the need to engage with a sometimes difficult or prohibitive mass media, that gives it real potency. This has been clear during recent news events when people sent regular updates on, for example, the Iran protests or the Mumbai bombings that added a more personal and visceral dimension to the ensuing events. For the same reason it has been adopted wholesale by the marketing fraternity, in particular many high profile celebrities. There is still much debate about how many people are actually tweeting vs following, however, with its integration into a number of simple mobile applications its growth will continue.
- #27 It’s certainly the fastest growing social media platform that we track within our study (see figure 15) and as it has grown we have seen a significant move towards a more female profile amongst the community (see Figure 16).
- #29 The most significant shift in social media over the last few years has been the ability of users to engage in social media via mobile. The availability of powerful handsets and tablets with flexible operating systems, such as Google’s Android and Apple’s O.S. combined with flat rate data charges has created a fertile environment for the growth of mobile social media. Alongside these has been the development of a range of easy to use first and third party applications that allow users to engage with their social media platform of choice, such as Facebook or Twitter, using a simple to use interface.
- #30 As a result our Wave 5 data shows clear correlation between smartphone ownership and mobile internet access.
- #31 And engagement in social media (See Figures 18 and 19). Not only are smartphone users more likely to engage in a wider variety of platforms (see Figure 19) they do more often too. They visit their social network profile on average 3.5 times a day, 18% more often than the average social network user.
- #32 One of the most interesting things about the mobile social media user is not just the range and frequency of their activity but who they are. You might be forgiven for thinking that the people at the forefront are just the youngest adopters but, in fact, our research shows the higher cost of smart phone ownership and usage means that this audience is certainly at the higher end of the socio-economic scale. They have a broader age range, more like to be aged 25-34. They are more likely to be male (63%), married (53%), have a medium to high income (62%), have a high level of education (65% have a degree or post graduate qualification). Not only are they a wealthy consumer they are also highly influential. They are more likely work in senior decision making positions within companies(25%) and are more likely to try products first (index 172) and influence others in regard to their purchases (index 157) It is clearly a significant audience and one which not only represents the future face of social media usage but a very interesting and influential audience today.
- #35 There is much debate about the role that brands can or should play in social media. The big question is do people actually want a social relationship with them at all? We have found over the last three Waves of research a decline in the number of people saying that they have visited an official company website (See Figure 20). Does this mean that there is less appetite to engage with brands in their “official spaces”? Does the increasing power of peer to peer recommendation and the huge number of spaces that facilitate this recommendation, the burgeoning influence economy, mean that people no longer feel the need to engage directly with brands to find the information they want?
- #36 Well, we can certainly see a trend towards consumers engaging with brands in social media. When we look at the numbers of people who are becoming fans with brands on their social networking platform we see a huge rise in the last year (See figure 21). Clearly, just by being present in a space socially relevant to the consumer means that they are more than willing to engage.
- #37 But it’s not just on their social networking profile that people are affiliating themselves with brands. Our Wave 5 research shows that, globally, nearly half of the active internet universe claims to have joined a brand community at some point (see figure 22). This clearly identifies a demand for brands in the social space.
- #38 Is social demand true for all categories? Well, we asked people if they wanted an interaction with brands beyond a simple transaction across a number of categories (see figure 23). 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. It’s clear from the results that, even though the level of social demand differs by category, there are significant numbers of people who do want to engage with brands in all categories (even if this engagement was more superficial, like just having access to breaking news).
- #39 Although many are saying that they have joined a brand community online to gain access to free content (69.6%), the highest motivations are to learn (78.6%) and get access to advance news of products (76.1%). In the influence economy, information is clearly a very valuable commodity. These motivations are prevalent across all markets but when we look regionally we can see that there are nuances (See figure 24). In Latin America brand communities are more likely to be driven by the desire to associate themselves with something (to support a cause or even something they think is cool). In Asia they are more likely to join if it was recommended to them by their peers and in the Middle East it is about feeling part of a like-minded community.
- #40 What’s the benefit to brands? The other big debate in social media is identifying the value of brand community engagement and interaction. Of those people who joined a brand community, 72% said they thought more positively of the brand as a result, 71% said they are more likely to buy the brand, 66% said they felt more loyal to the brand and 63% said they recommended others to join. So clearly there is an opportunity to build brand equity, drive sales, increase loyalty and create brand endorsement all of which sounds a lot like the holy grail of marketing communications. Of course, things are not so simple or easy. In order to create a social media experience that will benefit the brand
- #41 Clearly, a feeling of community, sharing a common appreciation or cause have the most brand benefit
- #43 The first thing we need to understand is the level of social activity in each category. We do this by mapping involvement across a spectrum of social engagement. From those actively creating content and collaborating with others to those simply seeking information. What we see is that certain categories with very broad appeal, like music and movies, have large numbers of people engaged in collaboration, creation, sharing and seeking. Conversely, categories like sport or fashion have a much smaller number of people engaged in the category but a higher proportion of those are actively collaborating. However, in all categories there are significant numbers of people already actively engaging with brands and companies. The reason why it is important to understand the consumers current level of engagement with the category is because it has a fundamental effect on the depth of social interaction they want.
- #44 We can see that different categories have different social media needs. Analysis of the movie and health categories, for example, show that access to fun content is key for the movie category (unsurprisingly in a very visual and content rich medium) whereas learning is the dominant need in the health category (see Figure 27).
- #45 And it’s not just the category differences that we have to take into account. We also need to consider current category behaviour as this has a significant impact on their social needs and expectations. When we look at people actively engaged in the Computer Software category, for example, we can see that the demand for customer service (a personal response to issues and complaints) is equally important to both content creators/collaborators and seekers of information (see Figure 28). However, in all other regards creators/collaborators want a much deeper and more diverse social relationship but in particular we see that learning and skills development are the key social
- #46 Clearly, understanding the social needs of the consumer is the key to creating a successful social media programme. If all the consumer wants is access to information and news there is no point in creating an all singing, all dancing interactive content sharing platform. On the other hand if they want to be involved directly with product development then access to new news is unlikely to be involving or compelling. Since these needs differ widely by country, category and audience it is essential to have a granular view of the social dynamics at play. The other important factor is an understanding of which platforms and forms of communication best meet these needs. Wave 5 – The Socialisation of Brands also contains a wealth of information that can help identify the most influential platforms at both macro and micro level. We believe that the combination of social need state and the ability of platforms to meet these needs gives us the crucial insight required.