Digital Marketing Live: Verdien je fans in sociale netwerken

© TNS 2011

Based on TNS Digital Life

Join the party

Digital Marketing Life March 21 2012Roxanne Meiners

Digital Life Netherlands Report © TNS 2011

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© TNS 2011

Based on TNS Digital Life

Join the party

Digital Marketing Life March 21 2012Roxanne Meiners

But first…. earn your invite!


Internet

Penetration30% 88%

Go online daily

Are brand fans on SN

Write about brands online

Research brands online

% of internet

users that:

% of internet

users that:

Netherlands vs. global

5

Global Netherlands


6

% using social daily

Mean no. of brand ‘friends’

Daily use vs. brand connections


7


8

Social Networks are the consumers area

“Social networks contain a worrying amount of personal data”

“Social networks have benefits that outweigh personal data concerns”

Disagree Agree

“Social Networks are a place where I don’t want to be bothered by companies/organisations”

11 65

21 39

43 21

Base: Social Network Users


Why do people in the Netherlands ‘like’ a brand?

9

Further Research

Brand Interaction

Giving & Receiving Feedback

Friend Interaction

What’s in it for me?

Miscellaneous

Base: Social Networker users

(%)

global

global


10

Be relevant, find out what they want


Give up control and expect more

11


“The storytellers’ portion of our website is one of the most visited and the highest time spent part of our Facebook page. It's all consumer stories…

So we're taking consumer stories and redeploying them as brand marketing… Now we've been looking at using things like consumer reviews and stories on packaging.”

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Lisa Macpherson, SVP MarketingHallmark Cards

Source: TNS interview, November 2011

Let them talk


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To praise a brand

To criticise a brand

Ask advice

Offer advice to other people

Share answers/opinions

Share opinions w/communities

To share cool stuff brands produce

To receive customer service

Because I’m rewarded for doing so

Why do consumers write … More to praise or to criticise?

Base All Writers


“What other people say about brands can be trusted more than what

brands say themselves”

A fan is nice, but an ambassador is gold

15

Disagree Agree

Netherlands

I trust the comments

that my friends write

about products/brands

online

56 % agrees

I trust the comments

that people I don’t

know write about

products/brands online

35% agrees


16

xx

% Agree

Posting comments online is an effective way to influence companies

I expect companies to contact me if I write something about them

I find it a scary thought that companies would track what I write about them

Make it a dialogue, react whennecessary!

Base All Writers


Interact personally

17


18

Respond to positive and negative feedback


What to do with this….?

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React fast….

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Round up!

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2


24

4

3


25

5


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© TNS 2011

Digital Life

Roxanne MeinersE: [email protected]: 020-5225328

Today:

• Round table sessions: 14:00 RT 24 in area Online Optimization

• 12:45 Dé online consument bestaat niet

• 14:00 Earn your owned media

• 16:40 Uitreiking Facebook Community van het jaar awards

More information: www.tnsdigitallife.com/


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Digital Marketing Live: Verdien je fans in sociale netwerken

Education